It’s an internet-driven world these days. Research shows that over 90 percent of dental prospects begin their search for a dentist online. And there’s no other advertising and marketing medium where the competition for “eyes” is more intense than the online environment.
Being found online is a function of how much the various search engines, particularly Google, “likes” your online content. There are a lot of factors that go into great online content – responsiveness to prospects’ questions, authoritativeness, readability, search engine optimization, and much more. Writing for the internet has actually become a specialty within the greater field of copywriting.
It’s a Moving Target
In addition to being the most competitive marketing space, the internet is also the fastest-evolving. Today’s best practices for search engine optimization, including keywords in copy, are next month’s don’t-dos. It takes a considerable time commitment to stay up to date on the techniques that will help you get found and read online.
Beyond the mechanics, writing for the internet isn’t the same as writing for print. The suggested reading level for online publication is middle school. Advanced-degreed professionals like dentists don’t have much experience writing at that level. Making the adjustment can be surprisingly hard.
You Could, But Should You?
Almost any dentist with some skill at writing can create their own online content such as website copy, social media posts, and blog posts. But content creation is an ongoing process, not a once-in-a-while event. Google favors “freshness” of content as one of it’s ranking factors. Something you wrote three years ago, no matter how good, probably won’t meet the freshness requirement.
It’s not just Google that wants new content. Your readers are looking for more than the same-old, same-old. Online marketing is built around the idea of engagement – getting your readers to want to learn more from you and about you. Presenting your prospects with new content on a regular basis, particularly in the social media space, is necessary to achieve that engagement. That’s enormous time commitment. Moreover, it doesn’t make one dollar.
You make money be seeing patients and solving their dental problems. All of your marketing should be directed toward a single end goal of getting patients in your chairs. Ideally, those new patients would also be better patients representing higher lifetime value to your practice.
The SmartBox Solution
SmartBox provides expertly written, engaging, informative, and optimized online content for our dentists. Our dedicated team of content writers ensures that everything we write, for every dentist we work with, is fresh and unique. That service is included in most level of our industry-leading Patient Attraction System™ that’s helping more than 550 dentists on three continents get better dental patients.
We provide a steady stream of better patients so dentists can focus on actually doing the dentistry, not spending untold hours writing online content.
Visit www.smartboxdental.com and click on the “Get Started” button. Schedule your free, no-obligation Practice Discovery Session™. Following the 25-minute phone call, SmartBox will send you your completely personalized, free, Patient Attraction Roadmap™.
You didn’t go to dental school to be a content writer. Stick with doing what you love, and rely on SmartBox to get you better patients.