Dentists often think about marketing their practices in terms of their website, search engine optimization (SEO), ads on Google, and promotions on social media. The problem is that a dentist’s online identity is communicated through listings on a variety of websites beyond their own, and these must be managed well or their other marketing efforts may fail. In 2023, you must:
- Think of online listings as extensions of your website.
- Regularly update your dental office’s online information.
- Make your online listings outshine those of your competitors.
- Make 5-star reviews a core metric for your dental office.
- Make online listings and reputation management the bedrock of your dental marketing campaigns.
Think of online listings as extensions of your website
Did you know that your About page is likely one of your website's most visited pages? Did you spend as much time designing the About page as you did your homepage? Probably not. Check the About page of your website. You may not be happy with what you see.
You need to fix that, and I’m pointing this out because your website acts as an illustration of how the entire internet works. More people see your Google Business Profile and your profiles on other websites than they see your website’s About page. You need to consider what patients will find when they look into who you are as they use the most popular websites on the internet.
You might also want to read: SEO for dentists: Getting to the top of Google search
Regularly update your dental office’s online information
Your dental office information must be accurate online, always. If people find your practice listed with old or incomplete information, you can easily lose them as future patients. The problem is that much of the information about your office is outside of your control.
Google, Facebook, Yelp, and many other websites don’t have people on staff to check in with your office periodically to make sure they have the correct information. They don’t even trust you to provide the correct information. They trust their users to police this information for them. If you look carefully at your listings, you’ll find buttons that allow people to suggest changes, make edits, and even attempt to claim your listings!
These suggested edits from users are often accepted and put in place, and only an email notification is sent to an email address the website has on file. If you miss that email, your profile will retain the changed information. You must manage what these listings show for your contact information, your office hours, the services you offer, pictures, and much more. Because other people can make changes to your information, (and robot computer programs periodically make updates, too), managing these listings is not a one-time event (figure 1). You need systems or outside help to monitor and update your listings across the internet on an ongoing basis.
Make your listings outshine those of your competitors
Your online listings can be liabilities, but they can also be huge opportunities. The juggernaut platforms of the internet all favor profiles that are complete and updated regularly. Give these platforms what they want. You should think of your listing on Google (called Google Business Profile at the time of this writing) as an extension of your social media efforts. In fact, think of every listing on the web as a social media opportunity.
Not all of them warrant a whole lot of attention, but Google is THE website on the internet. Google regularly adds and changes what information you can include in your listing to make it more functional as a destination for Google searchers.
That’s what all your marketing efforts amount to, a destination. Your ads typically lead to your website, of course, but you don’t know that’s how people will find you. You want people who encounter your online listings to have a great experience too. Of course, your online visibility's biggest opportunity and liability is how you are reviewed as a business.
Make 5-star reviews a core metric for your dental office
Your dental office is a sea of shifting priorities. You tell your team to do one thing, and they do it. Then you tell them about another thing they need to do, and they do that. Then a third “priority” comes along, and by the time the team jumps on that, the first priority may slip.
Your dental marketing company has probably told you, “We need you to get more online reviews.” You probably acknowledged the need and passed the information along to the team. Maybe you even had your team trained on how to do that, but if it isn’t regularly reinforced as a top priority, getting more reviews online will fall by the wayside.
You need to make acquiring new, 5-star online reviews a core metric for your dental practice. If you’re doing a great job and asking for reviews, you’ll get scads of online reviews all the time. You can add systems to make that even easier on you and patients by providing them links to click on, but the delivery of a great dental office experience and the personal, one-on-one verbal request for a review must happen.
If those two components are not there, over time your online profiles will collect more negative reviews, positive reviews will be rare, and review activity will be sporadic. That’s not going to make your listings outshine your competitors. Instead, look at your 5-star reviews as an indicator of a job well done by you and your team.
When you have new 5-star reviews coming in often, your website will rank better on Google, future patients will trust you more, future patients will see more value in your services, you’ll have reviews to share on social media and your website, you’ll know that your patients are happy enough to refer friends and family, and you’ll know which team members are really killing it.
Make online listings and reputation management the bedrock of your marketing campaign
An SEO specialist can optimize your website to improve Google rankings, but if your online listings are trashed, this effort will make little difference. Your dental marketing agency must prioritize activity and accuracy in your online listings, and you must too. The agency can’t do it without you.
Do these three things, and your dental practice will grow
- Review your online listings on the major websites and social platforms and create a list of things to fix. Then fix them.
- Schedule a review of the listings regularly to find opportunities to add new information and fix bad information that was added.
- Make online reviews the starting point of each team meeting. How many do you have? What’s your star rating on Google? When was the last time you got a new review?
You have an amazing dental practice. There are people out there who would love to be your next new patients. Help them find you and make sure they like what they see. This foundational work is worth your attention, time, and investment.
This article originally appeared in DE Weekend, the newsletter that will elevate your Sunday mornings with practical and innovative practice management and clinical content from experts across the field. Subscribe here.