News You Can Use
Welcome to the latest issue of Straight from the ’Box.
The SmartBox Challenge has run its course and the final results have been tabulated. Congratulations to the top finishers! But as they say, everything old is new again, and 2019 will bring a new Challenge for dental practices. You’ll read about an innovative seminar that SmartBox is hosting to prepare dental practice front offices for maximum success.
Speaking of success, there are success opportunities available that you’re probably not taking advantage of. Our Practice Success Products can supercharge your practice’s performance and bottom line.
If you’re losing sleep over your search engine results page (SERP) ranking, stop that! You’ll discover why SmartBox tracks and reports a far more important success metric that is the one you should really pay attention to.
And finally – yes, you really should verify your practice’s Facebook page. We’ll tell you why and how.
Thanks for reading Straight from the ’Box. As always, we’ll keep you posted.
The SmartBox Challenge
The Race Is ... WON!
CONGRATULATIONS To The SmartBox Challenge Winners
The final results for 2018’s SmartBox Challenge are in the books. It was a fierce competition that showed incredible improvement by so many practices. In fact, it’s fair to say that all the practices are winners, because they’re all appointing many more new patients.
Your CSM will notify you of your results, your standing in the competition, and any awards your practice qualifies for.
Coming in 2019: SmartBox Success! This challenge is new and different but still very rewarding. Stay tuned for more details! And be sure to check out the article on our new Front Office Success Seminar in this issue.
New in `Box
The Front Office Success Seminar!
EXCLUSIVELY For SmartBox Clients!
We’re proud to announce this value-add only for SmartBox clients!
In coordination with our 2019 SmartBox Success challenge, the one-day Front Office Success Seminar will provide your selected front office staff members with the training and tools they need to successfully appoint many more patients!
The seminar will be held at SmartBox headquarters in New Albany, Indiana, on Friday, April 12th. The primary presenter is Denise Campbell, an amazing instructor with over 30 years’ front office experience. This is news your staff can use direct from someone who does what they do superbly!
The cost is only $179 per person with a continental breakfast and lunch provided. And your staff can anticipate being taken out to dinner by your CSM!
Attendance is limited to the first 15 who register, so don’t delay!
Attendees or their practices are responsible for travel and hotel expenses. New Albany is just across the Ohio River from Louisville, Kentucky, so air connections are numerous and travel to the seminar is relatively short. We’ll provide travel information and suggested accommodations upon registration.
The Front Office Success Seminar adds value to your practice in two ways – more appointed patients will boost your bottom line, and improving your front office’s performance can result in awards they’ll love!
Don’t miss this opportunity on Friday, April 12th! REGISTER TODAY!
We Have Ignition. Now What?
4 Reasons Why We Don’t Use Ranking Reports
Reason #1: The keywords tracked in a ranking report tend to represent only a small fraction of how people find a website.
Nearly 80 percent of a website’s traffic comes from keywords that aren’t tracked in a ranking report. Most users don’t search with queries like “Florence dentist.” The majority search in long-tail form like this:
- Top dentist in Florence SC
- What are some dentists near me in Florence
- Florence dentist pricing
- Dentist with reviews in Florence SC
- Who is the best dentist in Florence SC
Ranking reports don’t include these types of queries. Why? Google hides the long-tail terms (under keyword not provided) in an effort to prevent marketers from going after them.
How reliable are keyword rankings if they only represent a small piece of the pie? Should you determine the success of your SEO campaign based on the rankings of a handful of keywords that drive hardly any traffic to your site? Probably not. This is why we track total organic traffic as it gives us a clear picture of how well an SEO campaign is performing.
Reason #2: Keyword rankings are not reliable.
If you Google “dentist in Florence, SC” and then travel to Greenville, SC and make the same query, you’re likely to end up with very different results. Similarly, if you are logged into your Google account, your results will be different from the results you’d get if you weren’t. This is because Google uses artificial intelligence known as “RankBrain.” It’s all based on the searcher’s location, history, device, and other data.
Reason #3: Position one is no longer position one.
Position one is a lot of times beneath the fold, the “three pack,” and the answer box, making it really position eight or nine.
Reason #4: It’s not about hits, it’s about conversions.
Say you were to rank #1 for “Florence dentist” and you receive 200 hits a day, but you book zero appointments. Now let’s say you also rank 7th for “best family dentist in Florence, SC” and receive 25 hits a day – but of those 25 hits you book four appointments. Which is more important, the keyword ranking or the booked appointments?
This is why we choose to report on the things that truly matter, and new patient conversions is one of them.
Covering All The Bases
If you’ve been in practice for a while, you’ve likely dealt with one or more dental marketing firms. Since you’re now reading this as a SmartBox dentist, you wanted more than those firms provided.
Not to blow our own horn (well, okay, a little), but we firmly believe that no other dental marketing company offers the complete range of integrated, strategic marketing services that we provide. That was true when all (all!) we offered was our industry-leading Patient Attraction System®.
It’s even more true now thanks to our growing inventory of innovative and incredibly affordable Practice Success Products.
- BUZZ Powered By My Social Practice
- New Patient Assistant
- Local360 Search Optimization
- RAVE™ Reputation Management System
- PracticeHQ™ Marketing Dashboard
If you haven’t checked out our additional product offerings, you’re missing out. While not every practice will be interested in the same product, one or more of them will increase your new patient opportunities and/or conversions, increase your return on investment, and help make your practice more efficient and profitable.
We continue to bring new products to our doctors, but we’re always interested in what you need to help your practice be everything you want it to be. If you have an idea for a new Practice Success Product, we’d love to hear it! Just reach out to your CSM, and we’ll take it from there.
Frequently Asked Questions
Why Do I Need To Verify My Facebook Page?
Here are four good reasons to verify your Facebook page:
- You can build trust with your audience. Having that “Verified” check mark symbol gives your fans confidence that you are a legitimate brand they can trust.
- You’ll get back your views. Success breeds imitators, unfortunately. Those imitators may be fans who simply want to show their love. But they can also be “bad actors” who steal your content and scam people in the process. By having your page verified, it helps your followers find the real you and ignore the fakers.
- You’ll show up higher in search. Because Facebook has already reviewed your page, it is more likely to show up in searches on Facebook, meaning that new people are more likely to find your page.
- You may increase prospect engagement. While the absolute effect of verifying your page is still to be determined, the cumulative effect of these benefits may also lead to more reach and engagement with your brand.
To verify your page, you can use either your business’s publicly listed phone number or a business document such as a phone bill. Here are the steps:
Click Settings at the top of your page.
From General, click Page Verification.
Click Verify this Page, then click Get Started.
Enter a publicly listed phone number for your business, your country, and your language.
Click Call Me Now to allow Facebook to call you with a verification code.
Enter the 4-digit verification code and click Continue.
Questions about verifying your Facebook page? Contact your CSM.
The State Of Success
What’s 2019 Looking Like For You?
A late-January survey of economists revealed that the vast majority – two-thirds – don’t expect a recession in the next 12 months. That’s the good news for this year.
However, it’s not all good news. Those same economists predict a slowing of economic growth, which historically tends to lead to cuts in the workforce. Add to that an article by Business Insider that estimated the involuntary part-time (IPT) rate to be 4 percent. Basically, 4 percent of the workforce wants full-time employment but can’t find it. Those part-time workers aren’t counted in the unemployment figures.
When economic prospects aren’t good, hiring slows and many companies will reduce their workforces as they anticipate less demand.
With these factors in mind, it’s clear that unemployment can quickly become a real problem for dentists.
When people are unemployed, dental care becomes an afterthought. Dentists struggled mightily following the Great Recession of 2008, but it doesn’t take a recession to affect bottom lines.
Assuming that those two-thirds of economists know what they’re talking about, the time to make money is now. You could be getting more, and the way to that is to consider adding one or more of SmartBox’s Practice Success Products, which are discussed elsewhere in this issue.
There’s a really old saying: “Them’s what’s gots, gets.” Make 2019 the year that you get yours. Contact your CSM about maximizing your success while things are still good.
Keep Moving Forward,
Colin Receveur, Founder & CEO
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