Outreach marketing is a technique that involves using a variety of channels to make connections with your patients. But then again, isn’t all marketing outreach marketing? Not quite. While all marketing techniques are designed to get your message in front of potential patients, outreach marketing tries to make more direct, individual connections in an effort to build trust and gain visibility within your area.
Outreach marketing can involve email marketing, social media marketing, and other traditional digital marketing tactics that, when used together, can create a powerful network of ways for your dental practice to connect with each and every person who comes across your content. Here are several outreach marketing strategies to consider when developing your dental practice’s marketing plan.
Expanding Your Outreach Through Social Media
Posting your dental website content on social media is a powerful form of outreach marketing and a good way to get the attention of potential patients, By providing incentives for people to click or comment on your links, you can create engagement among your audience and point them towards your content. For example, if a user has mentioned that their braces are hurting, you may provide them with a link that contains a blog post about how to ease that pain. You may also ask them questions about their experience, recommend pain meds, and encourage them to check out your practice. In both cases, this shows that the dentists at your practice care about your patient’s needs and are willing to help them find the answers they need to maintain their dental health.
Responding to your social media messages can also create real connections with your customers, making it more likely they will choose your services when they decide to find a dentist. People are also likely to remember your practice if they consistently see your brand while they are using social media, meaning that all those comments and posts can be passively doing your outreach marketing for you.
Using Email Marketing to Reach Your Audience
Email marketingoffers nearly endless possibilities for dental outreach marketing. A general email newsletter sent out each month keeps your practice fresh in people’s minds, making them more likely to remember your practice and schedule an appointment. When they visit your office, encourage patients to sign up for the monthly newsletter and keep track of each patient’s unique needs and interests. This will allow you to segment your patient list into distinct groups and provide a more personalized newsletter experience for patients. For example, you may choose to send a newsletter to parents of children who may need braces, and another to elderly people who are using dentures.
This personalized experience gives your patients only the most relevant information for their own individual dental health, showing that your practice not only pays attention to their needs, but values their attention as well. Provide links back to your website in each newsletter so that patients can continue doing their own research on your site if inclined.
Implementing Local SEO to Reach Local Clients
Local SEO, or search engine optimization, involves finding out which keywords people in your area use when they are looking for dental services online and incorporating those keywords into the content on your website. Doing so helps search engines find and display your dental content when people search for the matching keywords in their search bar. Moreover, creating SEO-optimized content on you site helps your dental practice stand out and demonstrate its expertise on dental-related topics that your audience will find relevant and interesting.
To build a local audience, be sure to include the name of your city or geographic area in your website content, as well as the title and meta description tags that appear as previews when links to your pages are displayed in the search results. These tags are the first impression that people see when they look at a page of search results, and clearly indicating the areas you serve in these tags increases the likelihood that readers will click on those links. Building a local audience is crucial for a dental practice, and both on-page and off-page search engine optimization is one of the most cost-effective ways to do it.
Getting Feedback From Patients
Asking patients to leave reviews about their experiences at your dental practice is another form of outreach marketing. Not only do the reviews help you understand the strengths and areas of improvement for your dental practice, they allow patients to help you spread the word about your services. Practices with a good mix of both positive and negative reviews on places like Yelp and Google tend to rank higher in search results, because search engines trust that businesses with a significant number of honest (and varied) reviews are legitimate ones. Take the time to respond to those reviews to show patients that your practice genuinely cares about their needs and is committed to serving your clients.
Connecting With Potential Clients
After you have used these strategies, it is likely that your practice will be well on its way to making genuine connections with patients. Your local audience will likely begin to feel as if your practice is the most trustworthy, reputable, and knowledgeable in the area, making them all the more likely to become lifelong patients. People in this group are also likely to recommend your dental practice to the other people in their network, as well. A recommendation from a trusted friend or family member can be a valuable one, as people are more likely to trust information that comes from their peers than from an advertisement online. Encourage your patients to refer your practice to their network, and see how your own can grow your business as a result.
Professional Assistance for Outreach Marketing
How can you jump-start an outreach marketing campaign? By reaching out to a professional of course. 321 Web Marketing understands that making connections with your patients and potential new patients is a critical way to gain trust, build a reputation, and of course, develop a sustainable patient list. The Northern Virginia-based agency works with dental practices of all sizes to conduct industry research and develop custom marketing plans based on each client’s unique needs. Contact us today to get started on your dental practice’s outreach marketing campaign.
UPDATED: April 17, 2019