Right now, as you’re reading this, hundreds of other dental practices are fighting for the attention of the same target audience you want.
In a highly competitive industry where people are constantly bombarded with advertising and marketing from multiple dental practices, how do you set yourself apart from your competitors and attract more patients?
The answer lies in truly understanding what makes your target patients tick and using it to create highly targeted content!
But before we discuss this in detail, let’s quickly tackle what content marketing is.
Content marketing is a long-term strategy that focuses on attracting and building a strong relationship with your target audience by providing them content that piques their interest, answers their questions, and addresses their needs.
Content can be anything from educational articles to blogs, to ebooks, to videos, to how-to guides, and more.
Aside from establishing trust, building relationships, and cultivating customer loyalty, content marketing is vital because it influences your company’s bottom line big time.
According to the Content Marketing Institute, those who use content marketing have conversion rates that are six times higher compared to those who don’t.
So, if you want to have the means to buy the latest equipment, open new branches, hire more employees, and grow your dental practice into a legacy, you need to start publishing great content today!
If you want your practice to stand out, you need to identify who it is that you want to appeal to.
Casting your nets wide and trying to cater to everyone will only make your content less effective and less compelling in driving potential patients to your practice.
So, how do you define your target patients?
Once you know who your ideal patients are, it’ll be easier to come up with highly targeted and compelling content that will drive them to make an appointment, visit your practice, or explore your website.
The people who visit your website, search for the services you offer, and engage with your content are at different stages of the customer journey.
However, there’s no way of finding out which stage they’re at, and modern consumers no longer travel the customer journey in a straight line.
So, instead of creating content that aims to meet your target patients at each stage of the customer journey, your mission is to create content that matches their search intent and inspires them to take the next step.
What is user intent?
User intent or search intent reveals what a user is looking for during a search query.
To create user intent optimized content, be sure to follow these steps:
For example, if a potential patient is looking for information about early tooth loss, you can create blog posts with tips on how to prevent this or common cases of early tooth loss in kids.
You can also create a full-on video tutorial on how to clean a toddler’s teeth properly to answer their questions, pique their interest, address their concerns, and satisfy their informational intent.
For example, a potential patient is suffering from low self-esteem because of his chipped teeth. So, you want to create content that aims to address his self-esteem issues by presenting him with different treatment options that can bring back the confidence in his smile.
Satisfying the needs of your target patients is the way to build trust, meet their expectations, and set your practice apart from others.
Content automation doesn’t mean that robots will be the ones writing articles for your dental practice.
Content automation aims to automate the manual processes in content marketing to help you become more efficient and make your content more effective.
Here’s how you can use automation in content marketing:
And, here’s how your dental practice can benefit from content automation:
It’s one thing to satisfy the needs of your target patients by providing user intent optimized content, but being able to produce this type of content consistently and serve it to your target audience at the right time is a whole new level of providing value to your patients.
The “Stories” feature in social media is so in demand right now. It’s currently the most engaging type of content aside from TikTok videos.
People love them and can spend hours clicking through stories, engaging with questions, answering surveys, and consuming content in general!
So, you want to take advantage of this feature to engage potential patients on social media and make your dental practice stand out.
Here are some tips on how you can use stories to help your dental practice stand out:
If you want to create great content that will help your business stand out this 2021, make sure to build your strategy around your audience.
We believe that success lies in knowing what makes your target patients tick and giving them exactly what they want through great content.
At Digital Resource, we can help you develop a content marketing strategy that will not only set your practice apart, but also help you achieve business goals! Contact us today to know how we’ve helped other dentists grow their practice.
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