3 Steps to a Successful Dental Content Marketing Campaign

Patient Attraction Episode 495

What is the core mission of any dental practice? It is solving people’s problems. Everything in the practice revolves around doing so. Today through Tuesday, I want to tell you how you can use that core mission to focus your marketing as well. Stay tuned.

– Hello, and welcome to the Saturday edition of the Patient Attraction Podcast.

– I am Colin Receveur, CEO and founder of SmartBox Web Marketing.

– If you’ve gotten these podcasts for any length of time, you know that I am a firm believer that dentists will attract more and better patients by addressing patients’ problems.

– Today, I want to tell you how you can use content marketing to attract the patients you want.

– Content marketing is nothing more than providing people with information that attracts them to your business.

– So what do we mean by content?

– You website pages, for one.

– Blogs and videos on your website are content.

– So are newsletters, reports, white papers, ebooks, webinars, and articles.

– Any way you can provide patients and prospects with information to help answer their questions and solve their problems is content.

– So why should dentists use content marketing?

– Providing prospects with quality content:

  1. Establishes your expertise.
  2. Creates a feeling of reciprocity (think Robert Cialdini).
  3. Increases your number of touch points with a prospect.

– Remember, the National Sales Executive Association (NSEA) found that it can take up to 12 contacts or communications before a consumer does business with a particular individual or group.

– So how should a dentist plan out a content marketing campaign?

– Today, I’m going to give you 3 steps for creating a successful dental content marketing campaign.

– They are:

  1. Strategize

– First, what content do you have and what do you need?

– Second, who will compile all the content?

– Third, what are your goals for this content marketing campaign?

– Finally, what is your timeframe for what you are releasing when?

  1. Create.

– This is the stage where you build your content.

– Use not only your expertise in dentistry, but also the expertise of your staff.

– Don’t forget that you can use the same content in multiple ways.

– Long white papers can be broken into blogs, tweets, Facebook posts, etc.

– That leads to the final step:

  1. Distribute.

– Decide how you will release all this content.

– Your website and social media channels are obvious solutions.

– Don’t forget to track results so you can know what works and what doesn’t.

– Come back tomorrow and we will dive into more detail into creating a successful dental content marketing campaign.

– Until then keep moving forward.