Chris Salierno, DDS

Good digital marketers have green thumbs

Feb. 1, 2021
Dental Economics’ Chief Editor Dr. Chris Salierno explains how digital marketing is analogous to gardening. To ensure success, you have to do more than just “set it and forget it.”

I’ve often used a gardening analogy for digital marketing in my lectures. Hear me out . . .

The soil is like the digital platforms we choose. Most dentists these days have a website and a Facebook page. A growing number of dentists (especially those seeking to boost their new cosmetic cases) are venturing into Instagram. But there are other channels that warrant consideration, such as YouTube and TikTok, each with their own strengths.

Sunlight is like exposing your current and potential audience to your digital presence. You may have the most gorgeous website and Instagram page in town, but if no one ever sees them, they won’t do you much good. We give our digital platforms sunlight by using search engine optimization (SEO), paying for ads, asking our patients to like and subscribe, and so on.

Water is like your content. Your content can tell inspiring stories, show your practice as a pillar of the community, and educate patients about their oral health. Conversely, it can also be generic sales collateral that no one reads. 

So, savvy digital marketers are like gardeners with green thumbs. They understand how to balance the elements together and will watch the fruits of their labors grow and grow. In my experience, too many dentists just want to “set it and forget it” when it comes to their digital marketing efforts. There’s no such thing in gardening.

In this issue, we’ve collected stories from such thought leaders as Dr. Edward Zuckerberg, Kristie Boltz, Dr. Amisha Singh, Jay Geier, and Dr. Louis Malcmacher. They’ll lay the foundation for proper marketing campaigns and delve into the details of how to execute them on the digital landscape. Happy gardening!

Chris Salierno, DDS
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