Getting to page one of an internet search is only the beggining. Good content is what helps you acquire the patient.
Inbound marketing is the process of attracting people to your website, converting those people to leads, converting those leads to patients and measuring for success.
Inbound marketing relies heavily on providing really useful content to your target audience. Content, for example, is a well designed dental blog written for the people that you want to attract that are actively searching the internet for your services. When they discover your blog, they can’t help but stick around.
SEO or Search Engine Optimization is configuring your entire web presence so that you rank high in internet searches. Nowadays, SEO without content is first not very effective SEO and second, even if you can rank high, people will not be interested in working with you if you lack good content. SEO is a component of an effective inbound marketing strategy. The distinction is important for one reason. You do not want to pay money for SEO alone.
I wrote an article for one of our other blogs about the difference between using your brain and spending a ton of money on your marketing plan. While I didn’t write it exclusively for dental marketing purposes, the content is useful to anyone trying to market a dental practice.
In essence, inbond marketing is when you determine who your target audience is. Then you figure out what they need. Then you create content to help them solve problems. The content strategy is the part of inbound marketing that helps you build the trust you need in order to acquire the patient. Your not spending a ton of money on fancy ads. You are spending time or some money on creating useful content for your audience.
Inbound marketing builds long lasting profitable relationships with your patients. You can surely advertise and even invest in SEO. The fact is that you will spend a ton of money and will not be effectively targeting the right audience. Ultimately, even if you attract patients, they will most likely not stay and if they do, will suck the life out of your practice.
Either way, take a look at the article and read it with an eye on improving your overall approach to dental marketing.
If you have any questions about developing an inbound marketing strategy for your dental practice, please do not hesitate to contact me directly at firstname.lastname@example.org.