Not all companies conduct their business on a national level – in fact, local and regional businesses are often a popular model for dental surgeries. This is something that you should bear in mind when you are conducting your dental marketing, because you are aiming your products and services at a local community, rather than at a countrywide audience.
Moz.com states that the kind of content that any local business should look to create is the kind that leads to conversions, or phone calls and sales of your relevant products and services.
Although this might sound obvious, the reality is that smaller and local practices need to make sure that almost all of the content they produce will convert people through the buyer cycle, as you aren’t likely to have the luxury of the same kind of budget a large company has.
A good way to make sure that you are creating content that converts from the get go is to ask your customers what they think. Make it a habit to hand out comment or feedback forms to people at the end of their appointment, which will ask them what they think of your products and services but will also look for their input on information they need but aren’t currently getting from you.
When it comes to dental health, people can often be nervous about going to see their dentist and if you can get to the root of why this is, you can supply your patients with the information that they need and want.
Content should be as engaging as possible and the best way to make sure this is the case is by assisting strong written copy with strong visuals and graphics.
It’s a well-known fact that online content in particular is digested much more readily when accompanied by images than swathes of text would be by themselves. To make sure that your local audience is well engaged, you should perhaps take in mind some local events or references to keep the message relevant to your intended audience.
Including a reviews section and case studies on your website that feature opinions on treatments from people who are local to the area will also go a long way to ensuring that your content is successful and leads to conversions.
For information on how we can help you with your surgery’s dental marketing, contact Designer Dental marketing now.