5 Types of Dental Marketing Campaigns to Help Find Your Perfect Marketing Recipe
During the first three months of 2019, our dental marketing campaigns generated 7,453 implant patient leads for our clients. That means our implant marketing campaigns generated almost 2,500 leads per month. Our clients don’t come to us for “marketing;” they come to us for leads. That’s why we only use proven types of dental marketing campaigns to generate implant patient leads for our clients. This is important because there are many types of dental marketing campaigns. Each of them has unique benefits and limitations.
Even more important than understanding the benefits and limitations of each type of campaign is your ability to find the right mix of marketing efforts to get you the best results. Like chefs putting together the perfect recipes, what works best with one practice might not work best for another. To find the perfect recipe for your practice, you must match also understand your goals, strengths, and market.
With that in mind, your perfect marketing recipe will start with a core ingredient and add the right mix of other ingredients to regularly attract the type of qualified dental implant leads you want for your practice.
If you are new to implant patient marketing, here are five dental marketing campaign types that can help generate leads. These are the five, proven main ingredients we use with practices to generate dozens of qualified implant patient leads for each of our clients every single month.
Google Ad Campaigns for Dentists: A Proven Ingredient for Success
Search campaigns focus on advertising to people when they are using search engines. Google, Bing, and Yahoo! are the biggest search engines, with Google being the one that’s usually most effective. It is the most frequently used search engine, by far, generating more than 92% of search engine market share. (Bing generates less than 2.5% and Yahoo! generates less than 2%.)
Search campaigns work by identifying search terms—referred to as keywords in the marketing world—you want to target with your ad. After you choose what search term or keyword to target, you design an ad that matches what someone searching for that keyword would be looking for. The best strategies use multiple keywords, including non-obvious ones to get the best return on investment. When people search for the keywords we target for you, your ads will appear at the top of the search results in one of the spots reserved for ads by Google.
When you choose the right keywords and match the ad to the keywords you can get a steady stream of leads at the exact time when they are looking for teeth replacements.
Adding Google Display Network Campaigns to Your Recipe
Driven Dental Marketing targets patients actively searching for implants using Google Display Network Campaigns. Google Display Network allows us to serve ads to people who Google has identified as having recently searched implant-related keywords and or have visited implant-related websites. This can include the websites of competing dental practices!
We also have the ability to laser target searchers who meet certain demographic criteria, such as age, location, and income.
When you combine these capabilities, especially as an added ingredient to a recipe using search campaigns as a core ingredient, Google Display Network is a great platform for getting a relevant message in front of prospective patients who are actively searching for implant-related answers.
Unlike direct advertising to single websites, such as webmd.com, with Google Display Network campaigns, we focus on targeting the people—and the right people—not websites. When targeting relevant websites to serve ads to people who may be searching for information about implants, we have found the best results by using Google Display Network to serve ads to the right people across millions of websites in Google Display Network for ad revenue.
Mix in Google Display Re-Targeting Campaigns
Using the Google display network we can also serve ads to people who have already been to your website using “retargeting” ads. These types of ads help you keep top-of-mind with people who have been to your website but not scheduled an appointment. Sometimes, people will visit your implant page, get distracted, and click away. With retargeting ads, you can serve ads to these people on other people’s websites to continue to build awareness and trust.
Staying top-of-mind by sending repetitive messages through Google Display Network is very important and effective for building the trust necessary with implant patients. Because choosing an implant dentist is a complex buying process for patients, many of them will not be ready to book an appointment from one ad. Retargeting ads allow you to continue to position yourself to them as a trusted advisor, especially in a noisy world in which people are continuously bombarded by ads.
At Driven Dental Marketing, we combine the best features of search campaigns and Google Display Network to get relevant traffic to your website and then build trust and top-of-mind awareness. Together, the people who see your ads using this proven strategy will have recently been to your website, be actively searching for implant-related information, or have recently been actively searching about implants. These are the three types of people most likely to become your next implant patient! While each practice’s mix of ingredients will differ, this is a core strategy that has been proven to work with practices of all types, locations, and sizes.
Using YouTube Re-targeting Campaigns to Taste
YouTube retargeting campaigns place ads before or during videos to people who have been to your website, or certain pages on your website, and then watch videos on YouTube.
Video ads can be engaging. You can use video ads to showcase your personality. Or, you can give tours of your office. You even give leads a chance to look at you in the virtual eyes. They can help build trust much faster than text ads. YouTube retargeting campaigns can be a highly effective way to find dental implant leads by targeting people who have visited implant-specific content on your site.
Like Google Display Network retargeting, they can also be a great way to keep top-of-mind with search campaign leads that click on your ad but do not call right away.
Facebook Re-targeting Campaigns: The Comfort Food of Implant Marketing
Facebook is, by far, the most popular social media platform on the planet. In fact, more than 1.5 billion people use Facebook every day. The popularity of the platform and unique attributes of Facebook’s advertising platform makes Facebook a great place to advertise to people who have visited your website but not scheduled an appointment.
Facebook retargeting campaigns work similarly to YouTube retargeting campaigns but on Facebook. When people visit your website—or certain pages of your website—you can target them using Facebook ads.
Facebook retargeting campaigns work similar to other retargeting campaigns. Thus, they can be a great way to keep top-of-mind with search campaign leads that click your ad but do not call. One difference is your ability to vary the content and tell stories. Many platforms only allow you to bombard prospective patients with offers. Not Facebook. You can show educational videos. You can share patient testimonials. The options are litmitless. Showcase your technology. Show people all the great amenities you provide patients. Introduce team members. Use your imagination. There are so many ways to help patients understand how great you are at implants.
Seasoning with Facebook Targeted Audience Campaigns as Needed
Facebook targeted audience campaigns show ads to people based on factors other than whether the person has visited your website. You can show ads to patients by uploading your patient list. Facebook will then run ads to whoever has a Facebook account associated with the email they gave you.
You can also show ads to patients based on demographic information, such as proximity to your office, interests, and behavior, such as showing interest in cosmetic dentistry.
Finding the Perfect Recipe of Dental Marketing Campaigns for Your Implant Practice
The best way to market an implant practice is to start with proven, core ingredients. Then, adjust your recipe to your practice’s unique goals and needs. These five types of dental marketing campaigns can help you do exactly that. By starting with proven, core ingredients and choosing the right ingredients can work well together to do so.
Have you found the right implant marketing recipe to consistently produce qualified leads? If not, book a FREE 15-minute strategy session right here on drivendentalmarketing.com so we can help!