There are dozens of potential strategies an implant practice can employ to differentiate itself in the marketplace. Instead of getting lost in the crowd, a market position strategy helps implant practices stand out. Multiple strategies can be employed in tandem, such as combining a cost position with agreeable financing terms.
An additional element dental implant practices can use to differentiate themselves is their brand authority using authority marketing.
Authority Marketing Basics
Imagine you are a prospective dental implant patient. You know you want to commit to treatment, so you begin clicking around, looking at different implant practices in your area. You find two practices that offer similar price points and have payment plans that align with your budget. So, you compare their websites.
One of them has a fairly bare-bones website. They explain the basics of what they do as a dental practice. You have to search for a bit before you find content about dental implants in particular. When you look them up on Facebook, you find that they haven’t posted in months.
On the other website, you find a dedicated landing page for dental implant patients, which answers all the questions they might have. It links to an abundance of well-written blog posts about the industry, demonstrating both knowledge and passion about implant treatment. When you look them up on Facebook, you find engaging and thoughtful posts, including posts that are linked to their vibrant Instagram page.
Which implant practice do you call first? Probably the one that has demonstrated their authority, credibility, and care. This is what it means to differentiate yourself using authority marketing. It’s also the reason that nearly every successful business has a collection of blog posts. These businesses, and the authoritative dental implant practice in the example, have content marketing strategies. The benefits of authority marketing extend far and wide, too.
Authority Marketing Vs. Reputation Marketing
Uses content you create, such as blogs, videos, and podcasts to establish yourself as a knowledgeable expert
Uses content created by others, such as testimonials and online reviews to build social proof that you are an expert
Authority Marketing Positions You as an Expert (While Also Saving You Time and Improving SEO)
The simplest version of authority marketing for a dental practice occurs through consistently creating content. Sometimes referred to as content marketing, creating content that showcases your expertise is a cornerstone of brand identity and a core component of an effective authority marketing plan.
Content created as part of a content marketing or authority marketing plan doesn’t need to be complex, either. Creating simple blogs, social posts, videos, or even webinars can benefit your practice in many ways. For example, they demonstrate your knowledge and passion about dentistry and implants in particular. They also begin to build relationships with past, present, and prospective patients.
Once you start creating the content, post it on your owned media and you can begin to benefit quickly. Owned media is exceptionally useful for any brand because they can control it in ways they cannot control other forms of media.
STOP GENERATING LEADS, GET PATIENTS INSTEAD
Stop chasing unqualified leads and wasting your valuable chairtime. Learn how to fill your operatories with patients who are pre-qualified and serious about moving forward with your high-value treatment.
Content Marketing For Implant Dentists
Creating and sharing content online, such as videos, blogs, and podcast episodes to demonstrate expertise, save time, and improve search engine optimization.
Content marketing is beneficial for implant practices. Because the implant procedure is regarded as high-cost and invasive, patients need to know they can trust their dentist to deliver. Content marketing begins developing that trust while giving the practice more visibility to reach other prospects.
In addition to demonstrating your authority, authority marketing through content creation allows you to share the content you create with patients to answer common questions, instead of having to get on the phone or take valuable chair time to answer the same questions over and over again. Instead, you can simply share posts or videos with patients over email to answer common questions.
Finally, blogs and YouTube content that you post on your dental implant blog gets indexed by search engines, leading to more opportunities for your practice to rise up search results when people look for an implant dentist.
Our client, Dr. Bryan Brenner, maintains a dental blog to answer the most common questions his patients ask about implants and other procedures.
Your Authority Marketing Strategy
Because authority marketing will increase your authority, set you apart in the marketplace, and boost organic dental implant lead generation, you should seriously consider beginning or improving a content marketing strategy.
Most dental implant practices find success by publishing regular blog posts on a weekly, semimonthly, or monthly basis. Doing so improves SEO and builds an impressive display of your expertise over time. You don’t need dozens of articles to get started, either. Just choose your frequency and get started with one post.
Successful practices also create or update their social media profiles and begin posting at least once a week. That’s it. They don’t go live with three posts a day or some sophisticated video or graphics posting plan. They start small and simple and grow from there as they see results. It’s often the practices that attempt to become a content giant like Buzzfeed in one day that flame out or waste their time and money.
Your Authority Marketing Action Plan
These three steps will set you and your practice up for success using authority marketing:
1 – Decide on your strategy. (We recommend writing blog posts and posting to social media on a regular basis.)
2 – Start small. (You don’t need to look like Buzzfeed on day one. But the sooner you start, the sooner you benefit.)
3 – Hire freelancers or a content manager to allow you to focus on what you do best. (Good freelancers and content managers pay for themselves.)
Many successful dental implant practices have brought in outside freelancers or content managers to help with their strategy, content creation, and posting. Like you, talented experts or content managers are experts at what they do, create and share content that positions you as an authority. These people tend to “pay for themselves” over time due to the extra business and visibility they bring to an implant practice.
In the end, authority marketing will help you become more visible and authoritative in your community and beyond. All you need to do is start creating content for your website and post on social media. Start small and grow as you go. And if you have questions about or want help improving your implant practice’s authority marketing, book a free strategy call with us today.