Our CEO Interviewed On The Winners Way Podcast

Our CEO Interviewed On The Winners Way Podcast

Check out our CEO, Chris Pistorius being interviewed by Bola Alabi of the “Winners Way Podcast“. They get into some great details on creative ways to market a local dental practice.

Read The Interview Below

 

Speaker 1:        Hey everyone. Welcome to another episode of the winners with podcast. This podcast is where we talk about career. We talk about money. We talk about entrepreneurship. Uh, we will just want you to win and Excel your like, and today we have a guest with us. Uh, Chris bridge tur, uh, is the founder of kickstart dental. He is a marketing expert. He’s on, <inaudible> a podcast host and [00:00:30] is a coach. So he has multiple hearts. So we are gonna be learning from Chris today, as we diving into the, uh, online, uh, marketing space. Hey Chris, welcome to the show.

Speaker 2:        Hey, thanks for having me. I appreciate it.

Speaker 1:        Awesome. Uh, do you wanna just go ahead and introduce yourself to, to my audience so that they can yeah. Know you better?

Speaker 2:        Yeah. You did a great job already, but yeah, I <laugh>, I’ve [00:01:00] uh, owned, uh, I’ve owned, kickstart dental marketing for about 12 and a half years now. Um, we focus on marketing for dental practices. We, I started it at zero. So from scratch, basically I learned a lot along the way. Unfortunately, I learned a lot about what not to do <laugh> so I like to, uh, I like to pass that knowledge on to anybody that’s willing to listen because, um, I wish I had more of that advice when I had started, but I live in Denver, Colorado. Uh, I have a team of 13 people. Um, [00:01:30] we’re all remote. I’m just working outta my office here. Um, I’m married, I’ve got two kids. I just sent one off to college and my son is 13 years old and keeps me very busy between work and work and him. <laugh>

Speaker 1:        Fantastic. Uh, yeah, I like what you said as more to us. It is good to know what to do. It is also great to know what not to do. Yeah. So we, we are gonna be exploring all those details as we talk about [00:02:00] online digital marketing here. So, uh, why do you think it’s important, uh, to know how to market, uh, product or service? Why is that important?

Speaker 2:        Yeah. Yeah. And just let me preface this by. Yeah, I’m in, I’m in dental marketing, but a lot of what I’m talking about really applies to any type of business you have, you know, if you’re a lawyer or an autobody mechanic or whatever, it may be, it really, it does apply. But you know, the thing about marketing is [00:02:30] that, you know, it’s no longer, um, good enough to just be in business, right? There’s a lot of competition in dentistry and you know, any local business, there’s more competition now than there’s ever been. And the internet has made marketing yourself, um, more complicated, meaning back in the day, <laugh>, you know, you guys are, you’re pretty young, but if you remember the yellow pages right back in the day, you could put an ad in the yellow pages, maybe do some direct mail [00:03:00] and you, that would work for you as a local business or a small business. Well, nowadays there’s 50 different places you could market online, right. With the internet and it’s built a lot of complexity. And if you don’t really know what you’re doing and you, you don’t really understand it, you can spend a lot of money doing that and not get the results that you want. And so the reason, and the importance of marketing is because of competition and just the mediums that are available to small and medium sized businesses.

Speaker 1:        Oh, wow. [00:03:30] So when you consider, you spoke about yellow pages, uh, yeah, those ones I have gone now, I, I dunno if anyone still use those. Um, but I know about Facebook. I know about Google. Uh, Instagram is also there for people to market, uh, in your view, uh, Chris, which of this platform would give, uh, people the best return on their bulk, if they want to, you know, focus on online [00:04:00] a, uh, promotions.

Speaker 2:        Yeah, that’s a great question. I get asked it a lot and there’s no easy answer. Unfortunately, it really depends on what you do and who your target market is. So one of the first things that we do when we take on a client is identify who it is that they wanna walk through the door. Who’s their, who’s their ideal client. And then we kind of reverse engineer from there. So if it’s, you know, you want the 25 to 35 year old female with two and a half kids and a golden retriever, then we need to market [00:04:30] where we know that those people, those types of people show up, right? So Facebook can be a great audience for that, but if you want maybe an older audience, that’s 45 to 65, you know, maybe has, uh, you know, medium income, whatever it may be, then that may be more of a Google type play.

Speaker 2:        So there’s no, you know, silver bullet that says, this is what you should do. Um, I know in dentistry specifically, right now, what’s working well for us are TikTok ads, as you know, which sounds crazy. I know, [00:05:00] but what we’re seeing with TikTok advertising is that it’s doing a hockey stick right now in terms of going up and age. So we saw this with Facebook as well, when Facebook first started, it was mostly for kids and teenagers, right. And then gradually, you know, it’s gone up to an age to hold people like me using it. Well, TikTok is doing the same thing, but it’s doing it much, much more quickly. So the audience is getting much older, much quicker. So we are seeing some good results in TikTok. And I think that that strategy could [00:05:30] work for a lot of small businesses out there.

Speaker 1:        Oh, wow. I, I did not know that, uh, people advertise on TikTok. I know, uh, TikTok is seriously, uh, giving Facebook Iran for its money because, uh, maybe people are spending time on TikTok videos. I, I never knew you could, uh, advertise on TikTok. Oh, that that’s good to know. Yeah. So what’s the role of, uh, such engine [00:06:00] optimization, S E O uh, on, you know, online art.

Speaker 2:        Yeah. So SEO is a complicated beast. You know, it’s the art of, you know, getting your website to rank organically on Google, you know, not the paid section. It’s just the organic section, which is if you’re doing a local search or sometimes you see a map show up and then there’s like three or four listings there. And then underneath the map, that’s what we talk about with organic. Um, so there, it [00:06:30] used to be back in the day that you could do five or six things and probably get somebody to rank pretty highly on Google. Um, to today, it’s not that way. It’s much more complex. The Google algorithm is a set of rules that it’s over 200 different rules on what makes a website rank highly organically. Um, and they change those rules all the time. So companies like mine have to constantly be ahead of the curve and understand the algorithm and what it takes to really rank.

Speaker 2:        But what I can tell you is that [00:07:00] there are some basic things that, that you need to know about SEO. And number one is relevance. You know, Google’s looking for relevant websites compared to how somebody searches. So if I do a search for a bankruptcy attorney in Denver, Colorado, it wants to see signals from websites that say, Hey, I’m a bankruptcy attorney in Denver, Colorado. Um, so it’s, it’s a lot about the relevancy of your website and the content on your website. Is it relevant to how people search on Google? [00:07:30] Right. Right. And then secondly, I think the most important thing about SEO is trust. Google has to trust your website before it’s gonna bring it back on the first page of Google. And so you need to send it a lot of trust factors, trust factors are things like content, right? Write a content is king write a lot of good quality content.

Speaker 2:        It can’t be just like junk content that, you know, you, you can barely read. It needs to be quality content where you’re giving really good [00:08:00] advice, tips, tricks, frequently asked questions, things like that. Um, but it also, you also need to build trust in terms of how you link your website. So for instance, one of the big things that we do are, is called backlinking and people in the SEO world are nodding their head right now, but it’s basically a back link is a link from another website to your website. Right. Okay. Now it used to be, it didn’t matter the quality of the site that ranked to your website, Google saw all those back links and that it [00:08:30] was like a popularity contest. But now it’s really more about the quality of those links. You can’t just go get links from other websites and they all mean the same thing. If you can get a back link from like a very authoritative trustworthy website, like for instance, a news source mm-hmm <affirmative>, um, that counts very, very highly in Google’s eyes, cuz they can see these back links. Right. So I mean, we could spend, you know, hours just on this topic, but to me SEO’s all about trust [00:09:00] and content and you know, just being able to, um, show those signals.

Speaker 1:        Oh wow. You know, um, you said SEO is about relevance, content, writing quality content, and you said, uh, trust and right, this is about, you know, sharing useful tips, tricks, advice, uh, for people so that they’ll, once they land on your website, you know, they will stay there, read your content, engage with your content. [00:09:30] And um, you know, with that way you’ll be able to, uh, build trust and, and that’s, uh, really, really important. Thank you very much. Uh, Chris for sharing that, uh, with us. Sure. I know you help, uh, local businesses, um, you know, to get, uh, online, um, recognition or, you know, to, uh, put them online. Now I, I want to ask how can, how do you do that and [00:10:00] how can local businesses leverage social media, you know, to attract more clients?

Speaker 2:        Yeah. I, I think there’s two different versions of social media. Okay. So there’s the type of what I call organic social media, which is really, you know, people already follow your page or you get people to follow your page and you post on your page and the people that the people that follow your page have a pretty good chance of seeing what you posted, [00:10:30] what some people don’t realize is that just cuz you post on your page doesn’t mean that all the people that follow your page are always gonna see what you post because Facebook has, if they’re not paying, if people aren’t paying attention to your content, when you post and they don’t click on anything, then the chances go down that they’ll actually proactively see your contact. So the, the other reason Facebook has done this in other social media organizations is because they, they wanna make revenue.

Speaker 2:        Right. Right. [00:11:00] So it’s, it’s really a big pay to play type model now. Right? So like when you do a post as a business, you can do like on Facebook, you can do a boost, a boost where you give them a little bit of money and then they’ll, they’ll, they’ll make sure that not only your audience sees your message, but you’re anybody like your audience too. Right? So they’ll go out and actually push it out there. So when you post organically, you know, you’re only getting a fraction of your followers who actually see this stuff. So it may be a good idea [00:11:30] to, to do some posts. But, and that, that takes me to the other side of social media, which is the ad advertising part of it where you can build advertising campaigns, you can target specific demographics. Um, you can, you can target income levels where people live all kinds of stuff and then create actual ad campaigns to target those people.

Speaker 2:        Um, when we do social media marketing, we try to do a, a little bit of both. Um, my advice though is that don’t have [00:12:00] an agency like mine do a hundred percent of your organic social media. The reason for that is we can do some of the heavy lifting and we post a lot of good content, but it’s more general type content. It’s not like, you know, Hey, I’m in the office and somebody dressed up funny for Halloween. Let me take a picture and post it on Facebook. We can’t do that because we’re not there. So they, our clients still have an active role in organic social media. Uh, it’s just, we kind of, uh, pass off the torch if you little do in terms of, of posting. [00:12:30] So we help out with it. So in my opinion, those are the two ways to do social media for businesses and two similar, but very different things.

Speaker 1:        Oh, thanks. So now let’s say I have a business, uh, maybe a dental priorities or any business for that matter. And I want to, you know, start promoting my business online. And uh, I reached out to you, uh, kickstart, uh, de dental marketing. How do you [00:13:00] start or how do you engage with, uh, your clients and help them to promote their business online? How does that process work?

Speaker 2:        Yeah, the first thing we do is what we call a strategy session. So they, they that’s free of charge. That’s just kind of a get to know you, you get to know me type thing and we find out pretty quickly if we’re gonna be a good fit for them or if they’re gonna be a good fit for us. And you know, it’s sometimes it’s, it’s just not and that’s okay, but it’s better to figure that [00:13:30] out in the beginning than when you’re six months in. Right. So that’s where we start and we ask questions like, all right, you know, what services do you provide? What are your goals? What makes you different? Um, who do you want to come in the door? You know, things like that. And then we talk about budget. Do you have an allocated budget? And then, you know, once we’ve gotten through that process and we’ve done a proposal, then at that point, um, and they’ve signed off on it, they like what they see and they become a client.

Speaker 2:        And the first thing that we do is what we call a launch party. [00:14:00] And essentially what we talk about in that launch party is all right, let’s identify your new patient avatars. So that is who it is that we want to come through the door. Like we talked about earlier, right? Mm-hmm <affirmative> and we, we set really clear on paper goals in terms of who we want to come in and it can be more than one avatar, but we at least gotta get that on paper. And then we also get on paper, what their unique selling proposition is. You see, I believe that every business, even if they’re in the same industry is different, right? So a dentist is different [00:14:30] than a dentist, right? There’s gotta be something unique about the business that makes them want to go there versus their competition. So we try to really work on that unique selling proposition and get that on paper as well. And then once we have that, we’ve really got the foundation and we know what to do then strategy wise with the marketing campaign. And so that’s, that’s pretty much the process from when they sign up to, to when the campaign starts.

Speaker 1:        Perfect. So, you know, I’m asking that question so that maybe any of my audience, if they want to reach [00:15:00] out to you, connect with you, uh, they need help because I, myself, I’m struggling with these, uh, uh, digital online marketing. It’s, it’s a beast in my opinion. Yeah. Right. If you don’t know it, I I’ve run several Facebook, uh, ad. Yeah. Sometimes they work, sometimes they don’t. And I know if I know the process is gonna work, I’m struggling because I do not know. So for me, I know it’s always better to [00:15:30] have an expert that’ll, you know, hold my hands or guide me, help me so that I can figure it out. So that, that was why I has that question.

Speaker 2:        Uh, yeah, for sure.

Speaker 1:        The other thing that I do here is, uh, I try to give education to my audience. You know, if I have any resources or out there, I want them to be able to get their resources and use it to promote their business. And I saw that you have a book, uh, the ultimate [00:16:00] guide to internet marketing, uh, for dentist. Um, where can we get this book? That’s one, then two, can you just give us, uh, maybe the big idea of that book, you know, so that people will know, oh, this book would be useful for me or not.

Speaker 2:        Yeah. Check this out. I’ve got one. There it is.

Speaker 1:        <laugh> awesome. I see that.

Speaker 2:        Yeah. Sorry. That’s blur vision, but yeah. So it’s on amazon.com, [00:16:30] uh, for sure, but I’ll tell you, I mean, if anybody, I don’t care if you’re a dentist or not, this book actually has a lot of stuff in it. That’s, that’s applicable for any type of small business. Um, but if, if anybody wants to reach out to me directly, just go to my website@kickstartdental.com. Um, and you reach out to me, just click the free strategy session button on there. I do all of those myself, no matter what industry you’re in, and I’ll give you free advice, I’ll talk to you, answer [00:17:00] your questions as much as I can about your industry, whatever you’re in. And I’ll also send you, uh, the book for free as well, but it’s also on amazon.com. So, uh, but the, the general idea is just if, if somebody, I mean dentists historically, and I think a lot of small businesses, you know, they go into business because they’re good at something.

Speaker 2:        Right? Right. Well, a specific skill, you know, like a, an autobody guy’s good at repairing dents and working with cars, but they may not be great business people. Right. And they may not know how [00:17:30] to market themselves. And unfortunately, just because you’re good at a skill does not necessarily mean you’re gonna be successful in business. Mm-hmm <affirmative> right. Right. And so this book talks a lot about, you know, how to get your business set up to market it. And so you can get people in the door and get clients in the door. That’s bringing in revenue that which will make a successful business person. So it talks a lot about the tips and tactics around that.

Speaker 1:        Oh, cool. So, in, in your opinion, Chris, what are the, maybe top two mistakes that [00:18:00] you see people make when it comes to maybe online, uh, marketing?

Speaker 2:        I think the first mistake is they do nothing. Oh, right. <laugh> yeah. It’s serious because what happens is it’s, it’s complex, right. Like I said, it’s complicated. I mean, how do you know, do you do Google ads? Do you do Facebook ads? Do you buy a listing on some website, like on Yelp? I mean, what do you do? Right. And it’s overwhelming for business owners and I don’t blame ’em. And so what they, the, the kind of default mode is [00:18:30] I’m just gonna sit this out and keep doing what I do. And the problem with that is that your competition probably isn’t gonna do that and you’re gonna get passed up. Right. And we’re seeing that in the marketplace now of, you know, older generation dentists, who’ve been in business for 25, 30 years. They’re getting passed up by some of the younger competition now, because they’re not staying innovative and they’re not showing up high on Google and they’re not promoting themselves.

Speaker 2:        They’re just kind of relying on that old patient base. So I think that’s one of the big mistakes [00:19:00] that I see. Um, the second mistake that I see probably is, you know, just not realizing that you need to be spending five to 7% of your gross income in marketing, whether it’s digital marketing, whether it’s you go buy a billboard heaven forbid you buy a yellow page ad, whatever it may be. You need to be investing some of your money into marketing, right. If you wanna stay ahead of the curve. Right. And so it kind of correlates with doing nothing, but, you know, a lot of people ask me, [00:19:30] you know, how much should I spend? How much does this cost? And if you do marketing the right way, it’s not a cost. It’s not like the light bill, right? It’s, this should be something that’s making you money, right. Three to $5 for every dollar that you spend. So when I get asked, I don’t wanna spend a lot of money. What, what should I spend at, it’s an automatic red flag, because they’re not thinking of it the right way. Mm-hmm, <affirmative>, you know, this should be something that grows their business. It’s not, you know, like an every month bill. So I think those are probably a couple of the biggest things that, that I see that [00:20:00] are mistakes.

Speaker 1:        Good point on what you said that, um, the way people should view advertising is, uh, they return on their investment. Uh, they shouldn’t just see it as a cost. So if I spent $100, for example, how much of that am I getting back? Or what, what would I get, uh, in terms of sales in return, maybe if I’m making 200 or 300, then I know that, Hey, uh, by spending hundred, I’m getting 300, [00:20:30] then I, uh, I’m cash positive. Right. So that’s a good form of investment in my opinion. So that’s good. Um, now I, I know things has changed, especially since, uh, the pandemic. Um, I wanna ask, how has the, you know, COVID 19 changed, uh, your business and maybe your client’s businesses, uh, you know, as a result of this, uh, pandemic has, [00:21:00] what change have you seen?

Speaker 2:        Yeah, I, well, I, I tell you, it was scary because really every dental practice in the us had to shut down for, I think it was at least 30 days and some longer, depending on where they were. So it was a complete shutdown. It was, um, you know, went from good revenue to zero revenue for a lot of our clients. So it was a scary time. But what I’ve seen coming out of that is more of, um, it’s been interesting, I’ve seen more like people trying to get into tele dentistry, so like doing [00:21:30] more virtual visits, which, which is a little harder with dentistry than it is like regular medical stuff. So I’ve, we’ve tested it and we’ve had mixed results to it, but I’ve seen a push for it, right. Like, okay, if this happens again, we kind of wanna be ready for it.

Speaker 2:        Mm-hmm <affirmative> um, so there’s that. Um, but we’ve also seen more, more dentists for whatever reason come out of this, wanting to rely less on insurance. So they don’t necessarily want to take insurances anymore. They want to be fee for service [00:22:00] practices. Right. Um, because they’re able to make more money off of that and they don’t have to process paperwork and things like that. And one of the things they’re doing to offset that is they’re creating their own kind of internal insurance plan. Wow. Where it’s, where it’s like an in-house plan, if you will. Mm-hmm <affirmative>. So I think those are, that’s probably the biggest changes that I’ve seen, but I can tell you from the medical standpoint, things are getting a little bit back to normal. Right. But it’s still, there’s still a little like cautious optimism, I guess.

Speaker 1:        You know what, [00:22:30] in the beginning of that, uh, pandemic, I remember I had a dentist appointment, uh, maybe about two weeks into the pandemic. I had to cancel it because I just felt like <laugh>, it’s not just necessary to go out there. So I totally understand that, uh, everything shows down, uh, during that, uh, time. So now, uh, regarding local businesses, um, I know there are quite a number of them [00:23:00] out there that want to create that, uh, visibility, uh, online visibility, what tips or tricks, uh, can you share with us, um, so that we can, you know, take this step and get, uh, the business name out there.

Speaker 2:        Yeah. I think there’s a lot of tools that can help with that actually. Um, there’s a company out there called bright local, B R I G HT, L O C AO, uh, dot com. They’ve got a bunch of tools for small businesses that [00:23:30] can kind of type in your website and kind of gives you a report on what you’re doing. Well, what you’re not doing well, what your competition looks like, things like that. And I think that would be an excellent place to start. It’s kind of a basic, you know, kind of do it yourself type guide if you will. Um, we do find that clients start there and then they like, uh, you know what? I don’t wanna learn this crap. I’m just gonna have somebody professional do it for us. But if you’re a small business and you kind of wanna learn more about it and just kind of start getting your toes in the water on what’s [00:24:00] out there, I think that’s a good place to start.

Speaker 1:        Awesome. So bright, local.com. So that’s good. I’m gonna leave that in the show notes. So as we are, uh, coming to the end of this interview, uh, Chris, I wanna ask, um, maybe you can tell my audience how they can connect with you, uh, you know, follow you, maybe whether you have any social media accounts so that it can continue to [00:24:30] learn, uh, from you. I, I know you have a podcast, if you can also give us the name of your podcast, uh, that they can take a listen. Yeah,

Speaker 2:        Yeah. It’s called the dental marketing podcast. Again, don’t let the dental part of it scare you because a lot of what we talk about, you know, is, is practical for any type of business. Um, so that’s out there. Um, the best way to reach out to us, like I said earlier is probably just the website, kickstart dental.com. Um, there’s [00:25:00] a free strategy session button there. Go ahead and click it, schedule a time with me, and I’d be more than happy to give you, uh, some free advice for sure.

Speaker 1:        Awesome. And, uh, that’s it, thank you very much. Uh, Chris, uh, for your time today, uh, it’s been wonderful, you know, learning from you and sharing your experience about online digital marketing and, uh, we appreciate your time.

Speaker 2:        Thank you so much for having me.

 

 

How to Write Google My Business Posts That Drive Results

How to Write Google My Business Posts That Drive Results

Using a Google My Business (GMB) profile is one of the most effective ways to gain exposure for your dental practice and improve your SEO rankings. Google My Business is a free marketing tool for local businesses. It is a great tool to capture the attention of potential patients as they are actively using Google search and maps to find dentists. While most commonly known for giving businesses visibility on Google maps and sharing customer reviews, your Google My Business profile has more to offer.

One of the most useful features: Google My Business Posts.

Google My Business posts allow you to share information about your business, services, goods, events, and offers. Located below your knowledge panel on your GMB profile, these posts offer room for detailed information about your business and reach a broad audience.

Google My Business posts can help you rank for local search results

What is a Google My Business Post?

A Google My Business post is a type of social media update that can be published on your Google My Business profile.

Google My Business posts allow you to connect with your audience when they’re online, including the business hours you’re open, details about your events, special offers, and more.

When optimized, your Google My Business profile shows up in search and maps. Regularly creating quality Google My Business posts helps with your rankings on Google.

Posts can be used to tell patients about:

  • Events 
  • Offers and specials
  • Announcements

Here are a few tips and best practices to help you write an effective Google My Business post that drives results.

5 steps to creating a great Google My Business Post

Pick your post type

Google My Business provides several different post types to use.

Depending on what you’re trying to accomplish and the message you want to share, selecting the right type of posts on Google My Business can make your content more effective.

Offer Posts

An offer post is perfect for promoting a limited-time deal at your dental office. You can include a headline, description, and start and end date. These posts are only shown during the time your offer is available.

Update Posts

When you have news about your practice, like new products and services, you can use this type of post. This is a great way to keep patients informed about the latest updates to your dental practice.

Event Posts

Unlike update posts, event posts are for when you have a special event for your office. These posts can include a date range or times of day and will stay live during that range.

Product Posts

When you want to feature physical products for sale, this is the post type to use. You can include details like product name, description, price, and a call to action.

Choosing the right photos and videos

Photos and videos are a great way to make your posts more compelling. When you create a GMB post, always include a photo or video. The posts you create need to attract engagement, and photos, videos, and clear calls to action are the foundations of a great post.

The photo or video you upload with your new Google My Business posts should be authentic to your practice. Any image you use should be visually appealing, engaging, and represent your business well. If possible, avoid having text over your photos, particularly as images get cropped differently for desktop and mobile.

Picking a keyword-driven title

Keep your post title concise and include a keyword you want to target when you write a post. If you’re not sure what keywords your audience would use to find your business, check out Google Keyword Planner.

Any post on Google My Business can potentially influence your SEO ranking factors, so it’s smart to create clear, search engine-friendly titles.

Choosing the right Call to Action (CTA)

Always include a call to action button when posting. The action button you choose will vary depending on the type of post you create. Here are some of the current options:

  • Book
  • Order online
  • Buy
  • Learn more
  • Sign Up
  • Call Now

Using the right action button ensures that potential patients click through to your website. Use a link that relates to your GMB post. The more specific a landing page you can use, the better. For example, you could use the button “Learn more” and send users to a landing page specific to the event when promoting events.

Consider desktop & mobile devices

Your Google My Business Posts will look different on a mobile device than they do on your computer.

While your post can include upwards of 1,500 characters, it’s often recommended to keep them below 500. The entire content of a post is visible on desktop devices; however, the text is truncated on mobile devices. As a result, you want to keep the most important information at the start of your post, so it doesn’t get cut off on the mobile view.

Keep in mind that the hashtags you use on social media won’t be relevant on Google My Business posts. They don’t impact your SEO or search rankings, so it’s best to omit them.

Don’t get rejected

To avoid your GMB posts being rejected, follow Google’s guidelines for GMB Posts. For starters, don’t include your email address or your phone number. Those are all listed in your Google My Business listing. When you create a post, the CTA button will link to your website, so there is no need to include your URL in the post. Steer clear of using all caps, too.

Some words may also be deemed offensive. Use your best judgment, and don’t post anything disparaging about your local competition.

Lastly, don’t use stock photography. Google My Business posts are meant to highlight your local business. Use photos of your team, happy customers, or even an image of yourself! Customers love getting to know the owner of a business, and this is a great tool to do this, especially with video.

Added benefits

Your business profile has a variety of features, including a Q&A section. Google’s machine learning can try to use the content from your posts to answer questions in your GMB Knowledge Panel.

Posts you create on your GMB listing also help potential patients see that you’re an active and engaged company. Alongside positive reviews, when people utilize Google search and maps to find services like yours, your posts on Google My Business will help you stand out from the competition. Having such amazing visibility in both Google Search and Google Maps is a huge win for dental practice owners like you. This free marketing tool is incredible for businesses looking to improve their SEO rankings in search.

Contact our team if you’re not sure how to create a post or what to post about. We have extensive experience optimizing Google My Business accounts and can develop a great strategy for consistent, traffic-driving posts.

 

5 Orthodontic Marketing Strategies to Scale Your Practice

5 Orthodontic Marketing Strategies to Scale Your Practice

Marketing strategies for your orthodontic practice must change as you move from thinking like a single-doctor practice to a multi-doctor office. The nature of the patient population, referral base, and expectations as well as the duties of key employees all shift as the number of providers increases. As an orthodontist thinking about growing your practice, here are five strategies you can use to transform your current marketing efforts into a successful strategy for growth.

1. Set up Marketing Automation Systems

Marketing automation is critical because it allows your practice to scale effectively without requiring an army of employees dedicated to managing marketing campaigns. Marketing automation allows you to manage multiple customer touchpoints, including email, text messages, and social media posts.

2. Keep Your Brand Consistent across Channels

The key to scaling your marketing efforts is to build a system that allows you to manage all of your touchpoints, including emails and social media posts. Your branding should be consistent across all channels so customers can easily identify when they are interacting with your business. Whether it’s your imagery, call to action, or tone of voice, consistency in your branding allows you to scale your reach with ease.

3. Invest in Online Reviews

Orthodontists who are thinking about growth need to treat their practice like a startup company by continually seeking new ways to lower cost-per-acquisition. Online reviews are a critical part of a successful marketing campaign because they’re directly influencing how patients find and choose their orthodontists. Make an investment in technology that allows you to collect, track, and respond to online reviews across multiple review sites. This is especially important for Google business pages which are often the most influential when it comes to online reviews.

4. Create an orthodontic blog on your practice’s website

Blogging is a great way to establish yourself as an expert in your field. By sharing industry trends and advice, you’ll show visitors that your practice is cutting edge and up to date with the latest orthodontic innovations.

Video blogs (vlogs) are another powerful tool for expanding reach because they allow patients from your local area to easily access information about your practice, orthodontic care, and treatment options. Videos are particularly useful for showing cases of difficult orthodontic problems that you’ve corrected.

5. Invest in pay-per-click ads

Paid search is one of the most cost-effective ways to drive local traffic to your practice’s website. Whether you’re targeting people searching for orthodontists within a five or 50-mile radius, pay-per-click ads are an excellent way to expand reach and build awareness of your practice.

If you’re thinking about scaling your orthodontic practice, it’s critical that you have a strong marketing strategy in place. The 5 strategies we’ve outlined can help you set up an effective system for growth and success. If all of this sounds intimidating and you want to learn more, reach out today so our team can partner with you through the entire process from branding to content creation.

Facebook Ads for Dentists: A Guide to Getting More Leads and Patients

Facebook Ads for Dentists: A Guide to Getting More Leads and Patients

Finding creative ways to get people’s attention online is a challenging yet necessary goal for a dental office owner. However, advertising on Facebook makes it easier to learn who your target customer groups are online. Facebook can also improve your conversion rate by turning ad viewers into paying patients.

There were about 2.85 billion active monthly Facebook users as of the first quarter of 2021. With so many users online, small businesses have plenty of opportunities to promote brand awareness through this social media platform.

Understanding how to leverage Facebook ads and the various ad formats will help you put your business in front of those who are more inclined to purchase your products and services. Consult the brief guide below to create business Facebook ads and boost your advertising efforts.

Why Dental Practice Owners Need Facebook Advertising

Facebook ads can be an incredible addition to any promotional strategy if you understand how to use them. They provide business owners with the ability to target people based on interests and keywords. Instead of broadcasting ads to everyone, the target advertisements will go to a specific audience.

Another reason why Facebook ads work for dentists is their low cost. Some paid advertisements can be costly, but Facebook keeps its rates relatively low. As a result, business owners can experiment with targeted ads to discover what works and what doesn’t without incurring high expenses.

How To Create a Facebook Lead Advertisement

The best Facebook ads are lead ads. Not only do they encourage potential patients to take some form of action, such as scheduling an appointment, but the ads also request information from people about themselves. 

With the information patients provide, your company will have valuable insights about the type of people who are part of your targeted audience and most likely to convert into dental leads. Learn how to make a Facebook lead ad below.

1: Create a Facebook Business Page

The first step is to create an attractive Facebook business page for your dental office. After filling the page with relevant information about your business, select the “Promote” button at the top of the page.

The next screen will have options for possible goals, such as boosting a post or getting more calls. Select “Get More Leads.”

2: Make a Contact Form

By selecting “Get More Leads,” your next screen will be a contact form. Facebook automatically generates forms with fields for “form name,” but you can customize the text to add a headline and form description.

The customized text provides an excellent opportunity for businesses to remind users of the benefits they gain by completing the form.

After you complete those fields, you can select the type of customer information you want to collect, like their phone number, email address, and additional contact information. You can also add questions for potential patients to answer or ask if they have an idea they would like to share.

3: Format the Promotion

Once the forms are to your liking, you will need to format the lead ad’s appearance to determine how it will look on people’s news feed. During this stage, you’ll add a promotion description, headline, and image or video. You can also choose a call-to-action by clicking on the “Button label” and picking an option from the drop-down menu.

Choose your words and images carefully for this step. You only have seconds to wow people with your ad and get them to click on it. You want to persuade the audience to engage with your business, so be sure to offer a special discount or coupon for providing their information.

4: Determine Your Ad’s Target Audience

When the lead promotion is perfect, you can tell Facebook who you want it to target. The platform will have existing audiences, but you can create new groups if you like.

5: Select Final Touches

When everything is in place, you will select your budget and determine how many days you want the promotion to run. The site will spread your total budget amount across the course of the promotion.

Tips for Improving Facebook Marketing Efforts

Develop a Content Strategy

Developing lead promotions on Facebook for your dental practice is relatively simple, but their success relies on the quality of your content. Content marketing is a way to use quality content to drive conversion rates online. Most small business owners are not proficient in creating top-tier content, but no one must be an expert to implement a basic marketing strategy.

Examples of content include a blog post, social media post, video, report, podcast, etc. They provide valuable information about a topic and contain details about the brand via FAQ pages, webinars, About Us pages, and testimonials.

When a person reads or views a post and learns about the brand, they will see a call-to-action message. The better the content, the more inclined they are to contact the business or make a purchase.

One effective way to maximize content marketing is to create multiple Facebook campaigns with varying goals and audiences. Having a content calendar with specific days to promote specific ads will ensure that your Facebook page has a steady flow of ads and content. 

Learn Who the Appropriate Audience Is

If a post or promotion receives a respectable amount of likes and comments but struggles with conversions, the lead ad probably doesn’t target the right audience. In the end, it’s ad revenue that indicates a successful conversion.

Consider further testing for your Facebook ad copy and its visuals to ensure that it speaks directly to the groups you want to reach. For instance, your promotion may focus more on a specific income that excludes people who would purchase your services. Gain inspiration for your targeted advertisements by gaining insight from your ideal customer’s demographics, interests, relationships, past events, and behaviors.

Use Facebook Marketing to Improve Your Leads

A Facebook promotion is an excellent business tool to increase conversions from your business’s social media page. Despite the ease with which users can create and post advertisements, it takes time to master the best practices for Facebook ads.

Our team are experts in helping dentists gain online visibility and increase patient conversations. We are happy to help you achieve your business goals, so please reach out to our team today using our contact us page.

 

 

 

How Dental Offices Should Write Content That Drives Results

How Dental Offices Should Write Content That Drives Results

Listen to the audio-only version:

Watch the podcast here:

In this training, dental marketing expert, Chris Pistorius will talk about the importance of posting quality content to your Google My Business page. Chris will get into the details of what to and not do when it comes to writing content for your dental practice.

View Full Transcript

Hey everybody, how are you tonight? Thanks for tuning in or watching the recording of this. Um anybody watching live looks like we’ve got a few folks uh pulling into the podcast right now, please let me know of any questions. We’ve got a chat feature here that uh that you can ask questions as we go through this. Um may be more than happy to either ask them or answer them live here or I’ll be sure to post them on linkedin facebook everywhere that we’re going to post this with the answers there as well.

So today I want to talk about dental practices and writing content. Usually those two things don’t go hand in hand. Um It’s something that’s a big part of our strategy here at kickstart dental marketing to get dental practices Great. S. E. O. Results. Uh Great. It’s great to build authority that way. Um content is king and you’ve just got to really, you know, bear down and write good quality content that your people, your clients or your patients and your potential new patients are gonna want to see.

So what I want to do tonight is just talk a little bit about how to write google my business posts that drive results using a google. My business profile is actually one of the most effective ways I think to gain exposure for your dental practice and improve your SEO rankings. Google my business. If you don’t know, it already is a free marketing tool. It doesn’t cost anything to sign up. It’s a great tool to capture the attention of potential patients as they are actively using google search and maps to find their next dentist.

So while most, it’s really known for giving businesses visibility on google maps and sharing customer reviews. But your google my business profile really has way more to offer than that and that’s what I want to get into. One of the most useful features that a lot of people don’t even know about. Our google. My business posts. Um Google my business posts allow you to share information about your practice, your services, your products, events offers. It’s located below your knowledge panel on your G. M. B. Profile and these posts offer room for detailed information about your practice and they do reach a pretty broad audience.

So what exactly is a google my business post, Google My business post is a type of social media update that can be published on your google my business profile. Google my business posts allow you to connect with your audience when they’re online, including the business hours, you’re open details about your practice, any events offers and more so kind of think of it as the facebook for google if you will. So when you do this right and when optimized your google my business profile shows up very highly in search and maps.

Um and by regularly creating quality and I do mean quality, google my business posts can really help you with your rankings on google posts can be used to tell patients about Events offers and specials announcements. A lot of other stuff too. But here are just a few tips that I think will help in best practices to help you write an effective google my business post that will drive results. It’s what we do here all the time. So it’s the same strategy that we’re using now. Um um Number one in the five steps to creating a great google.

My business post would be picked your post type first of all, google. My business provides several different post options here to use depending on what you’re trying to accomplish and the message that you want to get along. You know it’s really about you know your focus and your messaging um that you want to share, selecting the right type of posts on google. My business can really make your content more effective. Um one ways offer posts an offer post is a perfect for providing like a limited time deal at your dental office.

You can include a headline description. Uh Start and end date. And what’s cool is that these posts are only shown during the time that your offer is available. Another type is update posts. We use this quite a bit. It’s when you have news about your practice like new products, new services, a new doctor, maybe you’re expanding. Maybe you have a new website and you can use this type of post. This is a great way to keep patients informed about the latest updates to your dental practice event posts.

Unlike update post event posts um allow you to um if you have a special event like for instance one of our practices has a has a raffle. They do every month and they give something away. Right? So something like that. These posts can include a date range or times of day and they’ll stay live during that range product posts. Um So when you want to feature physical products that you have think toothbrushes Invisalign um sleep appliances you know anything like that. You know this is the post type to use.

You can include details like product names, description, price and a call to action which is very important. Um I think with any of these choosing the right photos and videos. Really helped to photos and videos are a great way to make your post more compelling. When you create a G. M. B. Post always include a photo or a video repeat after me. Always include a photo or a video. The posts you create need to attract engagement and photos, videos. And clear calls to action are really the foundations of a great post. Now.

The photo or video you upload with your new google. My business post should be authentic to your practice. So I don’t like stock photos here. Um Any image you should be visually appealing, engaging and represent your practice. Well if possible avoid having text over your photos particularly as images get cropped differently for desktop and mobile devices. Um you know, at the end of the day people buy from people even in dentistry, so don’t use those stock images. You know, it’s so easy nowadays with your iphone or android to do a quick picture, a quick video, it doesn’t have to be professional.

Um it just has to be authentic. I think that’s what people really want the most. So um let’s talk a little bit about picking a keyword driven title for your post. So keep your post title concise and include a keyword you want to target when you write a post if you’re not sure what keywords your audience would use to find your business. Check out the google. Keyword planner is a free tool um and allows you to get suggestions of keywords. Um you know, google my business posts can potentially influence your SEO ranking factors.

We find that it’s a huge factor in getting our clients to rank highly on google. So it’s smart to really create clear search engine friendly titles. Um also choosing the right call to action here or C. T. A. Um C. T. A. Is is an important part of this and you know we’re not selling used cars here so you don’t want to go overboard with a call to action like that’s not all or you know by now, you know, that’s that’s not really where we want to go with this where we want to go or are things like you know, learn more sign up call now, things like that are really more appropriate for dental, use a link in your post to you can use a link that relates to your google my business post.

The more specific a landing page you can use the better for example you could use the button, learn more and then send users to a landing page perhaps on your website that’s specific to the event when you’re promoting events. Now you also with google my business post, you want to consider the whole desktop versus mobile thing. So your google my business post will look different on a mobile device and then they will on your computer obviously. Um so while your post can include upwards of 1500 characters, it’s often recommended to keep them below 500.

That’s what we typically do. The entire content of a post is then visible on desktop devices but then it gets, the text gets truncated a bit on a mobile device. As a result, you’ll want to keep the most important information at the start of your post. So it doesn’t get cut off on mobile on the mobile view. Keep in mind that hashtags if you’re into social media that you use on social media won’t be relevant on google my business. Um They don’t impact your SEO or search rankings.

So it’s really best just not to use them at all. And don’t get rejected. Everybody hates getting rejected, right? So to avoid your G. M. B. Post being rejected follow google’s guidelines for G. M. B posts. They have a lot of rules for her starters don’t include your email address or your phone number in your post. Those are already listed in your google my business listing. And when you create a post to see to your call to action button will link to your website already. So there’s no need to include your website in the U. R. L. U. R. L. In the post.

So steer clear of using all caps too. I hate that. Don’t scream at people write some words may also be deemed offensive. So use your best judgment here. Don’t post anything. You know, that’s going to get you in trouble or talk badly about local competition. We don’t want to go down that that road. Um, and lastly, just like I talked about, don’t use stock images. Don’t don’t use stock photography. Google. My business posts are really meant to highlight your practice, use photos of your team, your office, you know, happy patients or even an image of yourself customers, patients love getting to know the the owner of a practice, the doctor, right?

And this is a great tool to do this, especially with video added benefits. Um, you know, your business profile has a variety of features, including a Q and a section. You may not have known that. And what’s cool is that google’s machine learning can actually try to use some of the content from your posts to answer questions in your google my business knowledge panel. I know that sounds a little robotic, but it’s true posts you create on your GMB listing also help potential patients see that you’re an active and engaged practice alongside positive reviews.

When people utilize google search and maps to find practices like yours, your posts on google. My business will help you stand out from the rest of the competition. It’s all about being different, right? That’s what marketing, a lot of it is about and finding what’s unique to you. So when you can do anything like this to stand out from everybody else, why not do it? So having such amazing visibility in both google search and google maps is a huge win for dental practices. I’ve seen it day after day, the impact that this can have on a practice and really this free marketing tool Gmb is an incredible for practice, is looking to improve their SCL rankings in search.

So you know, contact our team if you’re not sure how to create a post or what to post about. Um or if you just don’t want to deal with this. I totally understand it. We have extensive experience in optimizing google, my business accounts in dentistry and we can definitely develop a great strategy for consistent patient driving posts and other type of content. The best way to start this process if you do want to speak with us is just go to our website, kickstart dental dot com. Uh, there’s a button there there hopefully is for free strategy session that would be directly with me.

I do all of our initial strategy sessions and I’m definitely talk about google my business, google my business posts and your market, your competition and what we think it would take to get you to the next level. So, um, I hope you enjoyed this. I hope it helped out a little bit. Um, hit me with any questions in the comments and I’ll do my best to answer very quickly. Thanks and we’ll talk to you soon.