Many orthodontists rely on referrals to acquire new patients. The dentist usually sends a patient to an orthodontic office, along with the details of their condition and required treatment. This method works well since most of your foot traffic are people who are likely to undergo orthodontic treatment.
However, depending entirely on dentist referrals is not the best marketing for orthodontic practices. The most pressing matter is that it’s not sustainable. Especially in slow days, you can’t tell whether your dentist partners can send you patients.
Second, today’s consumers are tech-savvy and research-driven. Empowered by their smartphones and the internet, people take charge in gathering information regarding their problems, including dental and orthodontic concerns.
DENTAL PROVIDERS AND THE DIGITAL CONSUMER
Studies have shown that more and more people are taking initiative when it comes to taking care of their dental and orthodontic health. Armed with the right information, patients can now go straight to your practice when their research directs them to an orthodontist. And these digital consumers look for service providers the same way they do their research: using their phones and the internet.
As a business, not being visible when potential patients look for orthodontists’ online results in lost sales opportunities. So, it’s time for your practice to seek out the tech-savvy digital consumer.
How do you promote an orthodontic practice online?
PLOTTING YOUR DIGITAL MARKETING STRATEGY
An effective marketing plan meets consumers in every stage of their buying journey — from the moment they become aware of your brand to finally closing a sale. To lead a potential patient into purchasing your service, you have to attract, engage, and convert them.
1. ATTRACT POTENTIAL PATIENTS
When people start noticing problems with their teeth alignment or bite, they ask questions online. These people may be moms who are wondering if their kids need orthodontic work or adults who want a better smile. They may air their concerns on social media or research using search engines. Focus your orthodontics marketing strategy on these channels.
But first, make sure potential patients can find you in different platforms by establishing your online presence. Optimize for local searches through search engine optimization.
SEARCH ENGINE OPTIMIZATION FOR ORTHODONTISTS
SEO boosts the online visibility of orthodontists by helping you occupy popular search terms related to your business, such as “orthodontist near me,” “invisalign for teens,” and “underbite correction.” Incorporating these keywords in your content helps you rank for them, improving your position on search engine results pages (SERPs).
The important thing to remember here is to localize your content, since you want people to go to your practice. Do this by including the following keywords in your web copy:
- Landmarks near your orthodontic practice
- Phrases and terms people use to call your neighborhood, city, or state
- Titles of local institutions relevant to your industry
Apart from SEO, a Google business listing also helps you optimize for local searches.
GOOGLE MY BUSINESS
Open a business account on Google My Business and get it verified. Input crucial information, such as your business name, address, contact details, store hours, and short reviews. Optimize your listing by using a local phone number and high-quality but easy-to-load photos. Add a virtual tour of your office, including the exterior, so people know what to look for when locating your practice.
A Google listing helps you win the branded knowledge graph, an SERP feature that provides an overview of businesses.
Your SEO strategy and Google listing increase your online traffic. But these website visitors won’t immediately turn into customers. Your goal is to make them stay with your brand until they make a purchase. Engage with potential patients by consistently meeting their needs and establishing your credibility.
2. ENGAGE WITH YOUR MARKET THROUGH VALUABLE CONTENT
Customers don’t follow a linear path to purchase. They narrow and broaden their search in unpredictable moments. And with every information they take in, their intent and expectations change. But throughout the buyer’s journey, one thing remains: the customer needs information. And this is how you can engage with them — by continually answering their questions with valuable content.
CONTENT MARKETING FOR ORTHODONTISTS
Apart from targeting mere keywords, another effective way of reaching potential patients online is by addressing common queries regarding orthodontic treatments. Write blogs that answer questions, such as “Do braces hurt,” “Can kids use invisalign,” and “Is invisalign more effective than regular braces?”This technique not only helps you curate more relevant content, but also optimizes you for voice search.
Voice searches are mostly local queries. Consumers who search using voice are frequently in a hurry, so they want something close-by. People in your area may be looking for an open orthodontics office in case of an emergency, such as infected gums due to poking wires or a lost retainer.
Today’s consumers demand personalized messaging in their content. One way to create meaningful relationships and interactions with your market is through social media.
SOCIAL MEDIA MARKETING FOR ORTHODONTISTS
Social media profiles boost your online presence. But aside from that, they provide an effective avenue for you to interact with your audiences on a more personal level.
Update your Facebook and Instagram profiles with fun photos of your office, staff, and regular patients. This content lets potential clients in on the kind of culture you have in your practice, which can help them feel more comfortable in choosing your orthodontic care.
One Twitter trend you can join is the #AskMeAnything. Ask your followers to send in their orthodontics queries and use #AskAnOrthodontist to receive immediate answers to their concerns.
Finally, convert your leads using well-designed landing pages, a focused call-to-action button, and enticing lead magnets.
3. CONVERT YOUR LEADS INTO LOYAL CLIENTS
The first thing a customer sees when they visit your website is your landing page. Landing pages are built to achieve one goal: conversion. You have to offer your leads something valuable to convince them to choose your orthodontic practice.
HIGH-CONVERTING LANDING PAGES
Your landing pages should communicate your unique selling position in a clear way. Use a straightforward design that puts a spotlight on your offer. It could be a free orthodontic consultation with x-rays or a discounted payment plan for first-time patients.
Also, create a descriptive call-to-action (CTA) that tells visitors what they can expect. Match your CTA with the intent of the visitor. A transactional CTA won’t work when the site visitor is still in their research phase. If it’s a blog, offer other stories on related topics they may find useful.
Prioritize the visitor’s ease of use when designing your landing pages to make their progress along the buyer’s journey seamless.
The consumer’s path to purchase doesn’t stop once they’ve become your patients. You have to nurture your relationship with each of your patients to make sure they continue to choose your services over your competitors.
With expert guidance, you can strengthen your digital presence, generating online visitors that can turn into offline traffic.
DATA-BACKED, RESULTS-ORIENTED DIGITAL MARKETING SERVICES
Zivvy offers smart digital marketing services for orthodontists. Our team of experts in SEO, web design, PPC, and social media marketing use industry insights and resources to create digital solutions to improve your digital performance. Our goal is to help you drive more online traffic to acquire new patients, get a high patient return rate, and increase your revenue.
Ready to grow your orthodontics practice? Call or email us today to get started!