10 Dental Marketing Strategies that Just Don’t Work in 2020
The biggest mistake you can make when it comes to marketing your dental practice is not doing anything. But wasting your time and money on outdated and ineffective marketing strategies is just as problematic.
2020 is here and if you want to get the most out of your dental marketing and attract more new patients, avoid these 10 dental marketing strategy mistakes.
Back in the early days of search engines, businesses could easily manipulate a website’s ranking in Google by cramming a huge number of keywords onto a single page.
While this marketing tactic temporarily helped a site rank and be found, it created an incredibly negative user experience and left a bad taste in your mouth. Just look at this example below:
Are you looking for sleep apnea treatments? If you have sleep apnea and need a sleep apnea treatment look no further. Our sleep apnea treatments are the best sleep apnea treatments in town. Make a sleep apnea treatment appointment and get the sleep apnea treatment you need to sleep better.
Pretty annoying, right?
Thankfully, Google quickly grew wise to this sneaky tactic. Today, this practice is known as “keyword stuffing,” and Google does not like it. Keyword stuffing can result in Google penalizing your site. Your page could be demoted in rankings or even removed altogether!
Pro Tip: Yes, keywords are important for SEO, but they must be used in moderation. While there’s no magic number, 2-5% keyword density is generally considered safe.
Above all else, your website is a way to attract and convert new patients. But an outdated and poorly designed website might be nearly as bad as having no website at all.
Some of the most common problems an old website design can cause include…
- Slower site loading speed — a major factor that affects Google rankings
- Difficulty or inability to navigate on a mobile device
- Lower domain authority
- Damage to your brand
- Lack of trust from potential patients and fewer new patient appointments
Neglecting to keep your site up-to-date with the latest proven website design trends can prove costly.
As you build your social presence and pursue social media marketing tactics, the temptation to find followers fast can be great. While buying a few hundred or thousand followers is incredibly easy and relatively cheap, it’s a strategy that will not pay off.
While we don’t condone buying social followers for any business, this practice is especially useless for dentists. Why?
- These followers don’t typically live in your city or area
- They have zero interest in your services
- You can damage your reputation
- You may end up spamming your real followers
- It may result in your account getting shut down
Pro Tip: Paying for followers is not the same as paying for an audience. Using a purchased audience list is a smart strategy for effectively targeting promoted posts and services on social media.
We’ve reviewed and analyzed thousands of dental websites from across the US. One dental marketing strategy we’ve noticed is worrisome: copy and paste content.
Take a look at the screenshot above. We copied a paragraph from a dental website and threw it into Google search. What did we find? The exact same sentences on countless other dental sites!
If Google visits your website and finds copy like this that’s nearly identical to another site — whether on a service page or your blog — you’ll be penalized. Not only will your Google search rankings suffer, but unoriginal content creates a boring and generic user experience that cannot meet the needs of your patients.
We can’t tell you the number of shady agencies and copywriting services we’ve come across that market access to their “content library” as a benefit. Do not fall for this scammy dental marketing strategy! Your website needs original writing to be successful.
If you don’t collect and analyze the results of your dental marketing strategy, you…
- Won’t be able to understand what’s working and what isn’t
- Will never know the return on your investment in time, money, and effort
And yet, we’re continually surprised by the number of dental practices who aren’t analyzing results, let alone make adjustments based on findings.
To be blunt: There’s no point in doing any marketing if you don’t track the results. You’re just flushing money down the toilet.
Pro Tip: When it comes to tracking results, Google Analytics is your best friend. This tool will help you analyze all your online marketing efforts. Plus, it’s free and easy to use. If you’re not using it, start now.