Dentists are starting to appreciate how consumer behaviour has changed over the past few years. Furthermore, some are acknowledging and addressing this modern day shift by making the decision to develop their own form of dental content marketing.
Unfortunately, they are wasting their efforts due to some fundamental dental content marketing mistakes. They understand the importance of adding content to their websites, making videos for YouTube and even creating their own podcast, but it isn’t being created with the correct mindset.
Thus I would like to discuss the top 3 dental content marketing mistakes in this article.
1. Dentists Are Too Busy Telling Their Prospects What They Do Before Offering Real Value Online First
Your content is too focused on the products and services you sell rather than directly addressing the problems people actually have with our teeth. There will be the time to review the solutions and treatments you recommend as a dentist, but first, take the time to be useful in the marketplace and educate your community. Without a doubt, doing this is an excellent way to add the value that’s first required to gain your audience’s trust.
I recommend you become the teacher in your community, so as future patients trust you over other dentists. It will show you care and understand their worries and frustrations. You have taken the time to answer their questions. This is the best value you can give. At the heart of everything answering your patients’ questions is the secret to great marketing.
2. Dentists Are Not Recognising The Importance Of Google’s “The Zero Moment Of Truth”
A few years ago Google publicly announced that businesses need to react to how the Zero Moment of Truth is constantly changing. They did some research and found that 70% of the consumer buying decision is being made online before they contact a business for the first time. This percentage increases every year. Consumer behaviour has changed forever. It is no different for dental practices.
No longer do we pick up the phone to speak to salespeople, no longer do we walk into a shop to ask basic questions. We want all of our questions answered on our own terms.
When we do get around to phoning or emailing a business, we have done our research, we trust the company and it’s time to make a purchasing decision.
As consumers, we are far more educated about products and services that we have ever been. In practical terms, this means dentists have to be obsessed with answering as many questions online as possible. We have to see our website as a dentistry learning centre.
3. Dentists Are Failing To Follow Best Practice And Content Marketing Thought Leaders
I appreciate as a dentist you may not have the inclination to educate yourself with the ever-changing world of online marketing. It can be tough but it’s likely if your content marketing isn’t the delivering the results you desire, it’s likely you aren’t following best practice.
Last September I had the good fortune of having dinner with amongst others Marcus Sheridan and Chris Marr. I also got to see Marcus give a workshop and keynote presentation on content marketing. If you follow just one person online regards content marketing I would highly recommend Marcus. Chris wrote this article about Marcus Sheridan. I highly recommend reading and studying it.
Furthermore sign up for this free crash course on content marketing by Chris Marr at The Content Marketing Academy. It’s excellent and if you absorb the key lessons you will be light years ahead of other dentists in your neighbourhood.