The Marketing Trends Your Medical Practice Needs in 2020
Just as dental professionals are constantly evolving with the changes of the industry, digital marketers must keep up with changing algorithms, shifting user behaviors, and new platforms. Wondering what will give your dental practice an edge in the year ahead? How to stay current, relevant, and cutting-edge in the digital world? Here are the top trends that will affect dental marketing strategies in 2020.
Content is still king, but now it’s all about quality. Does your practice website have what your ideal patient is looking for? People want useful and relevant information when they search for you on Google. If you don’t have what they want, and they bounce off your site in 10 seconds, Google translates that as a quality problem and then lowers your ranking. So, laser-target your audience, and tailor your messages accordingly. Custom content is twice as effective as that which is not customized.
Speaking of tailoring your content to meet the needs of your audience, did you know that a third of Canadians and over half of Americans ages 60-79 are uninsured? That means many potential patients will be searching online for those that provide financing options, and it’s up to you to help them find the affordable care you offer. In the next few years, there will be an even higher demand for in-house financing options and third-party services because so many in our communities have no dental insurance. Offer financing services, and make them accessible.
9 out of 10 people search for a local practice once a week, and three-quarters of those searches lead to a phone call. So, create an SEO strategy that enables locals to find you. Experts are saying that by 2022, it is predicted that over 50% of households will have a smart speaker device in addition to the ones they have on their phones. So, it’s more important than ever to develop an SEO strategy that caters to voice search, not just keywords. For example, rather than focusing only on keywords, “Oral Surgeons Atlanta GA,” use long tail keywords too, like “Find an oral surgeon in Atlanta, GA.” This will increase your findability in 2020.
A top trend in 2019, video marketing is expected to continue rising. It’s one of best performing content formats today, and more than half of consumers want to see more. In fact, 45% of people watch an hour of Facebook or YouTube videos a week. So, how do you create quality videos that stand out? Host a Facebook Live an event, interview a staff member, shoot a tour of your office. Let people in on what’s happening in your practice.
Social media may not be a new sensation, but it’s still a powerful tool in the marketing world. And it’s become so pervasive that your job now is to break through the user fatigue. What’s the secret? People, now more than ever, crave authenticity online, so you’ve got to show your personality. Getting personal will get you more engagement. Share what you’re doing in the community, what patients are saying about you, what’s going on in your office. And post content that is interactive—asking questions or running polls. Keep it fresh. Keep in personal. Keep your followers engaged.
Winning in 2020 means understanding the intricacies of strategic digital marketing that works for your practice. Orchestrating the moving parts of technologies, tactics, and the changing world of Google is what we at PBHS do on the daily. This is our happy place, our wheelhouse. Contact our expert team at PBHS today. Whether it’s social media, SEO, or video marketing, we’re here to help!