I recently saw a great blog post titled “Is Your Ego Hijacking Your Content Marketing Strategy?” That is a constant problem for dentists – spending too much time talking about what you and your office offer and not enough on what potential patients want.
I am declaring an all-out war on what I call “we we” marketing. I’ve talked about it on articles before and I even write about it in my book, which you can get at www.moreandbetterpatients.com.
It’s the idea that dentists try to market what they bring to the table as a dentist. They shouldn’t. So when I read another blog on this same topic, I knew I had to address it.
The folks over at Hubspot identified five ways that egocentric behavior hurts effective marketing. I’m going to tell you how they affect dentists over my next five blogs.
The first is, “ContentMarketing: The Ultimate Anti-Selfie.”
The idea is that when you provide informational content, as I have championed for a long time, it has to be content that potential patients want. That means you can’t just write about what you want to talk about or about why they should choose you.
You have to listen to the conversations people are having, not lead them. That means paying attention to your desired patients, their needs, their concerns. That also means reaching them where they are, not expecting them to come to you.
When you do that, your marketing is much more effective.