Every business can use more customers, patients or clients and dentists are no different. But, how do you get more patients ? Dentists are trained to fix teeth, not market their services. Well I will show you four different ways to get patients to come to you.
The greatest thing about marketing your services on the Internet is that the patients will look for you by typing what they need in the search box. If you can fill their need they will contact you. But, first you need to be found by these potential patients. I believe the following are the four best ways to market your pediatric dental services on the Internet.
For the purpose of the methods I describe below I will use a
pediatric dentist as an example as I own a Pediatric Dentist Directory.
1. Search Engine Optimization (SEO): Search engine optimization is the process of improving the amount or quality of traffic to your web site from the search engines such as Google, Yahoo, MSN, etc. To do this you need to appear in the first two pages of the organic search results. Typically the earlier your site appears in the search results, the more visitors it will receive from people looking for the type of services you provide (pediatric dentistry). To appear in the top of the search results your site needs keywords, such as “Pediatric Dentist”, “Dentists for Kids”, etc. These are the words that potential patient's parents will use when they search the Internet for a pediatric dentist for their child. Another factor that will help your site appear high in the search results are links to your web site. The combination of the number of links to your site and the “Anchor Text” (the words in the link) can help you site appear higher in the search results. Statistics indicate that approximately 70% of searchers will click on the organic search results, therefore it is important that your site or directory you are listed in appear high in the organic search results.
2. Pay Per Click: This is another method to get your web site to appear in the search results (paid results known as “Sponsored Links”) these are the results that appear to the top and right of the organic search results. You as an advertiser pay only when your ad is clicked which leads the searcher to your web site. The cost of this type of marketing depends on the amount of competition that is bidding for the same keywords “Pediatric Dentist” Pediatric Dentistry”, etc., as you. If you are in an area with very little competition it might only cost you $.05 per click, however if there is a lot of competitors it could cost $10.00 or more per click. One of the problems with pay per click, besides the cost is that approximately only 30% of searchers will click on your ad. This is far inferior to the organic search results.
3. Directories: Directories that specialize in your type of dentistry (pediatric) can also be very beneficial as they do the Internet marketing work for you. There is no need for you to use your valuable time or money to attempt to optimize your web site or pay for pay per click marketing. A directory can do this all for you. They will place an ad on their site with your information and provide a link to your web site where potential patients can find more information about you, your office and the services you provide.
4. Local Business Ads: These are the listings that appear with a map to your location on the various search engines. These are free on Google, Yahoo, MSN and Ask.com and I highly recommend them. Make sure to include your type of services when you create your listing. Most of your competitors will list their name, I advise you to list the services you provide, such as “Pediatric Dentist”, “Kids Dentist”, etc. If you were looking for a pediatric dentist which listing would you notice “Pediatric Dentist” or “Joe Schmoe DDS” ? I know what most people will select and this puts you ahead of the competition.
There are pros and cons to the first three methods of Internet marketing. Search engine optimization takes time and continuous work, pay per click costs money and takes some time and directories cost money. Determining which Internet marketing methods are best for you is your decision. The combination of all four could benefit your business greatly, however I believe as a Pediatric Dentist Directory web site owner that listing your business in a directory could be your best option. For a minimal fee a directory can provide the first three of the above marketing methods and you can easily create a local business ad yourself for the final Internet marketing method.
Michael J. Cappello is the owner and creator of the
Pediatric Dentist Directory which assists searchers to find a local
pediatric dentist by searching by zip code or city/town name.
