11 Things Every Practice Needs and 1 Thing to Avoid
A Fully Optimized Google My Business [GMB] page. -
Your business listing on google is becoming more and more like an
actual landing page for your business. They are incorporating
many of the features that, in the past, people would go to
your website to find. The newest feature "offers" is a way to
update your listing with time sensitive or more detailed
informative posts. Most dental practices don't fully utilize
their GMB page - don't be left out! The more you use it, the
more effective it will be at converting leads into actual
patients.
Consistent NAP Data -- NAP stands for Name, Address and
Phone. It's important that this information about your
practice be listed very consistently. Most businesses have
some variation, and some businesses have a lot of variation.
This has been one of the more challenging parts of taking over a
practice that has been in business for 40+ years. There have
been several phone numbers, several addresses, several
everything... I had to break this down into a few different
steps to improve ours. First, identify all of the
inconsistencies. I did this by performing searches -- for any
phone number that the practice has ever used, for any name the
practice has ever used, for any providers that had worked in the
practice [dentists or hygienists], and any addresses that the
practice has been at. Then I searched for any combination of
these bits of information. Once you find inconsistencies or
errors, the next step is to fix what is listed, or have it
removed. I recommend using graph paper when you work out
exactly how you want your NAP data to look. Graph paper
allows you to see every character, down to the punctuation.
Some of our errors took months to finally resolve. After
that, you should build out additional listings that are
relevant.
An Email List [That's Used Correctly] - We all have
email lists in our practice. Mostly, they are used only for
appointment reminders. I think this is a missed
opportunity. Instead of using them on such a limited basis,
why not send out more informative emails? When dental
products end up in the news, or when there's something exciting
happening at the practice, shouldn't we take the time to update our
patients?
Proper Analytics Code -- Both Google and Facebook have
designed a way to give you feedback about how people are
interacting with your ads and with your website. If you don't
have this code installed on your website, you're completely missing
the chance to evaluate how you are doing. It's not that hard
to install on your own, but if you need help, your webmaster should
be able to take care of this for you.
A Content Calendar -- Electronic or Paper, a Content Calendar
will totally help you plan your marketing from week to week.
This will help you create some of your posts in bulk, and save you
tons of time!
A Marketing Assets Folder -- Have you ever tried to update a
profile online only to struggle to remember exactly where you saved
the photo you wanted to use? Keeping all of our marketing
materials - photos, ad copy, graphic design, letterhead, business
card mock-ups - in one place has been invaluable to me.
Adobe Spark -- If you use lightroom or photoshop you probably
already have an upgraded adobe spark account. If you haven't
used it, I really recommend trying it. To have the ability to
keep the consistent color scheme and logo we are using on our
website - and easily create social media posts and flyers for the
office is amazing.
Online Feedback -- In this section of the podcast I share the
script that I was taught by Mary Osborne. This is the number
one reason we have over 100 reviews on google, it's easy and it
works.
The Ability To Text Patients -- Everyone like the ability to
communicate with our office using the same tools that they use to
communicate with their family and friends. Though it isn't
great for extended conversation about selecting complex appointment
times - for simple communication and emergencies, it's been
invaluable.
A Good URL -- This is something that is going to be a little
controversial. Most dentists have a website that looks like
drname.com or drnamedds.com. I would recommend
that you change your URL if this resembles yours. Why?
Because it's limiting. This type of an address, although
reflects the practice at the moment, can't honestly accomodate
another doctor very well. If dentistcityname.com or
citynamedentist.com is
taken, or too spammy for you, go with something that reflects your
brand, or mission. A change in URL can cause your traffic to
drop by 50% - for most dentists, this won't outweigh making your
URL future-proof, but it should be taken into consideration.
A Mobile Friendly Website -- In today's world, this is so
important. People are browsing and shopping on their phones
more than ever - our mobile visitors account for 40% of our website
traffic. I also recommend using googles site speed tool to
evaluate how you're doing in this area. https://developers.google.com/speed/pagespeed/insights/
Avoid Having a Guest WiFi - Call me a conspiracy
theorist. I don't care. I think that the reason some of
our patients google reviews haven't shown up on our GMB page is
because Google is getting hyperlocal and has determined that they
were in our business. I also think that Google is then
assuming that their review was solicited in violation of their user agreement, and is therefore
suppressing them. We dropped our guest network, and I think
you should too.
Here are the people that have helped me the most with learning
and executing this stuff!
This podcast is about finding purpose, fulfillment, and success in dentistry. If you are in the dental field as a dentist, hygienist, dental assistant, dental administrator or salesperson, this show will have great value for you!