Marketing is different for dentists in the era of COVID-19. Methods have changed, and dental offices without digital presence were left behind. However, capturing new patients online proved valuable to dentists. The industry was heading in this direction based on its nature, but this grew with COVID-19 lockdowns. Competing in today’s market needs a modern approach to bringing new patients.
A New Age
A surge of new marketers rose from the 2019 pandemic, many of which gained new skills as North America’s job markets changed for good. At Lumens Dental, we saw this first hand. As a result, our strategies changed to serve our clients with results as the economy shifted.
During this time, platforms such as Google, Facebook, and Instagram made updates that affected marketing. In addition, media outlets have changed best practices, and we must meet these standards to succeed. As a result, we can no longer gain the same exposure as previous methods. However, we must adapt to design and marketing, and Lumens Dental Corporation stays ahead of the curve.
Omni-Channel Marketing
The omnichannel strategy is the top method of gaining new patients, but what does that mean? In summary, omnichannel uses all platforms – there is no place where a person can’t find your service and become a paying client. So, for example, a person can find your business on any platform such as social media, search engine, digital (PPC and SMS), and print ads, then visit your website.
These promote each other for a unique experience to the user. Because of this, all channels must have the same look and feel – one that your patients will remember.
Responsive Website
Your website is the centre of all marketing. Your site should be simple for patients to learn about you and book appointments. Because of this, all efforts should direct users to your website. Creating a quality website has some requirements, including;
- Desktop and mobile responsiveness
- Clear branding and imagery
- Keyword research and SEO
- Accessibility compliance
- Consistent typography
- Site speed
- Call-to-actions
A poor website can have a bad impact on your business. For example, if users cannot navigate your website, they are less likely to become patients and more likely to visit your competitors. On the other hand, a quality website can boost your chance of success.
Content Marketing
The most important part of content is consistency. As previously mentioned, media platforms have changed best practices, and we must work with new algorithms. These best practices include consistent content posting, but different content forms are also required. For example, many post photos and call it a day, but Instagram and Facebook now favour those who use all the applications’ features.
These features include stories, highlights, video, IGTV and reels. In addition, users who post high-quality content daily see the rewards of appearing on the ‘explore’ page in others’ feeds, boosting exposure. These media outlets use machine learning to detect the content of a post, its quality and more.
Search Engine Marketing (SEO)
More than ever before, your local search results could make or break your business. Did you know that 60% of smartphone users have contacted a company using the search results such as the “click to call” option? (Think with Google, 2019) (Source: Hubspot). More consumers search for businesses online, and COVID-19 has accelerated that. By ranking in local search, you improve your chance to capture clients in your area.
Your local SEO depends on many factors. Google MyBusiness profile, website content and keywords, backlinks, page authority, social media, and more are vital for your SEO. For a guide on local SEO, visit SEO gurus Backlinko.
Print Marketing
Is print marketing dead? Here’s the short answer; not quite.
Many believe digital has taken over print in today’s age. Prints such as flyers, magazines, business cards, brochures and billboards may seem dated but have not lost effectiveness. Being the original form of marketing, having print material brings trust to your business. It shows that you take your business seriously; we refer to it as ‘decorating your home.’
Physical marketing has proven statistics to confirm its strength. According to Finances Online, 82% of consumers trust print ads the most when purchasing.
Print marketing isn’t just DTC ads; it’s your store appearance as well. Finding yourself a graphic designer with strength in design software is helpful for this reason. A professional designer can turn your store into an experience for your team and clients.
Conclusion
In conclusion, dental marketing has changed over the past years. As a result, offices need to work with marketers to build their brand and bring new leads, allowing dentists to focus on their job. At Lumens Dental Corp., our design and marketing experts have helped dental offices from the ground up and turned them into successful businesses in the COVID-19 era.
