Are you struggling to make your email marketing strategies work for your clinic?
Do you find no one ever replies to your cosmetic dental newsletters? It’s as if no one ever received a copy!
Do you sometimes think you would be better off sending morse code!
If this is the case, I would like to show you the proven ways to improve your email marketing, as well as clear up some of the myths out there.
The reality is quite straightforward, you are not alone, many are struggling to set up automated email systems that work day and night for them.
The fact is I regularly see cosmetic dentists abuse their subscriber’s trust by implementing poor email marketing practices. If I stop to think why this happens, it always comes down to them copying what they see other dentists doing!
Getting Email Marketing Right!
Fortunately not every dentist falls into this camp, some are getting it right.
They have learnt how to use email to re-activate their old patients and increase new ones. They are also correctly using email marketing to brand themselves as an authority in their neighbourhood.
There are some that truly understand how to build their email list in order to grow their business. Their emails include a huge dose of personality and a large measure of great content to entertain and educate their subscribers.
Consequently, they see an increase in new patients, with existing ones returning for health check-ups or because they are suffering from a new complaint. These are the dentists that take the time to work out strategies to ensure they own a responsive email list.
Here’s the truth, as soon as you start to add some personality to your emails and write as if you are talking to a friend, magical things start to happen!
I see it all the time, your patient relationships become stronger and they eagerly wait to hear from you again.
Get Your Email Marketing In Shape Before Setting Up Your Social Media Marketing Plans
Building a trusted email list is at the core of all the dental marketing I consult on.
It’s strange when someone says, but what about my social media marketing strategy, as if in some way it isn’t related to their email marketing. Ultimately it all comes back to email marketing. The most prized asset you can have in terms of marketing is someone’s email address, it isn’t for them to follow you or to be your friend on Facebook!
You will always benefit hugely from having a detailed history of each subscriber on your list and their subscriptions. The number of fans you have on Facebook or the hordes of followers on Twitter comes second.
I always say to a dentist don’t even start to seriously spend time on your social media marketing until you have correctly set up your own email systems.
I stress this because a clinic’s social media strategy should be built around driving traffic to dedicated pages where you capture the email address of your prospect.
Additionally, you can use Facebook Apps to collect addresses that automatically get submitted to your email list. I’m not advocating this should be the case for every status update or tweet but you should be tracking your new email subscribers from social media on a weekly basis.
Don’t Build Your Marketing In A House Of Cards
Social media platforms are created by third parties and you can never be 100% confident that they won’t change, fall over or disappear altogether. In fact when you first join a social media network you are asked to complete the sign-up process using your email account. Email has stood the test of time, it isn’t going anywhere and the most intimate conversations we can have with our prospects and clients are through email.
Think about the number of newsletters you really look forward to receiving.
I bet there aren’t many!
The ones that you do look forward to are more like a personal letter than the standard template packed with clinical information and little else to engage with.
Sending One Monthly Newsletter Isn’t Enough
Email marketing is more than simply sending out a newsletter once a month. There is so much more opportunity to stay front of mind, so as you are the healthcare practitioner they turn to when they have a problem.
Furthermore, once you have created a meaningful relationship you can easily ask for referrals and testimonials. Moreover, it shouldn’t be about running just one list, you should take advantage of systems that allow you to create target lists based on specific actions like clicking on a link.
I’m currently working with a dentist where is email is fundamental to showcasing the entertaining video content they are creating. Their list looks forward to the next video installment.
Their YouTube videos are included in one-off broadcast emails and as part of an autoresponder series. All of their email is tracked by using Google Analytics
We are 5-way split testing each email subject title so as we absolutely know the open rate is as high as it can possibly be.
How To Get People To Sign Up To Your List
One of the most effective ways to get people to sign up is by using text to subscribe. Technology now allows us to subscribe to email lists by sending a SMS.
People are naturally wary about signing up for anything nowadays.
Can you blame them?
Over the years businesses and marketers have abused their trust.
Thus the secret is in offering something of real value, we call it a lead magnet, but in simple terms, it’s a free report, book, video, MP3, webinar or discount the subscriber can immediately benefit from. They instantly see the value and sign up.
Once you have their email address you need to treat it like gold dust. You only get one chance to honour your word and build a relationship based on trust.
You need to consider every follow-up email very carefully. A relentless barrage of special offers and promotions will scare people away.
Put yourselves in their shoes and only send content you yourself would like to receive in your own inbox.
Is that fair?
Get known as the dentist that really does care about their subscribers. One where people don’t think twice about forwarding the email on to their friends and family.