A step by step guide around what private dentist owners can do to increase the number of enquiries they see through their websites. This covers buyer personas, search engine targeting & email marketing automation.

1. Your Dental Marketing,
Clinically Delivered.
How to double your online enquiries
through effective marketing
> Dental Marketing Professionals.

2. Building trust online is key to adding
value to your site visitors and turning
them into customers…
Your future customers will only buy from
people they trust!
> Dental Marketing Professionals.

3. Google now measures your efforts to
do this, including:
Your number of page views, time spent in
your site, enquires & bounce rates!
> Dental Marketing Professionals.

4. > So how can I improve this?
We wanted to give some tips which
will improve the response
through your site.
> Dental Marketing Professionals.

5. 1) Understand who you’re targeting.
To build trust with your site visitors
you need to provide them with the
information they’re looking for, in a
clear and concise way.
Helping your potential customers
through your site content like how
to videos or FAQs you can show
them your industry knowledge and
credibility.
Creating Buyer Personas or a
breakdown of your target audience
allows you to understand the ‘who’
behind clicks on your site and social
media traffic.
(We’ve created a couple of example
personas on the next page)
What are my site visitors
interested in?
e.g. Dental implants information & bookings
Where else can they read
about this online?
e.g. Health websites, news pages, competitors
What questions are they
asking?
e.g. Timescales, costs & benefits
How do we tell them this
information?
e.g Blogs, Newsletters & Video

6. Persona 1: Aspiring professional
with disposable income
Jenny is a professional, in her early
30s, interested in fashion &
frequently on social media
Key buying signals:
Quality of results
Timescale for completion
Interest in specific brands e.g.
Invisalign
Persona 2: Young family with
limited budget
Sarah is head of a young family &
in her late 20’s. She spends her
limited time online reading family
information
Key buying signals:
Finance/payment options
Safety of treatment
How long results last for

7. 2) Focus on growth.
Google My Business (also known as Google
Maps, Local or Places) is the first starting
point for your practice if you’re not already
using this free service.
All you need to do is provide your company
name, details and address then Google will
post you a verification code.
If you have your Google My Business pages
set up then there’s loads you can do direct
which increases your rankings against the
map and in page 1 of Google. These include:
Fully update company information
Structure company info with Schema.org
mark ups in your site
Frequently add new pictures and videos
Encourage customer reviews

8. As you can see below these activities
have a great result on page 1 of Google
for a generic keywords with strong
competition.
Local citations are also essential in achieving
this and wider organic search results.
Therefore something we strongly
recommend to see traffic growth.
Search Engine Optimisation (SEO)

9. When these tactics are adopted then you
can see the impact this has across the local
region and further, currently at the top of
the natural list (after ads in yellow).

10. 3) Converting
visitors.
Focusing on turning your traffic into enquiries has
to be amongst the most important aspects in your
digital strategy.
We wanted to give you an effective landing page
structure which you can bring into your site to
help achieve this goal with your traffic:
1) Your Unique Selling Point (USP)
2) Aspirational image or video
3) Key benefits on offer
4) Social proof like testimonials or reviews
5) A single conversion goal or route to the next
phase of enquiry
1
2
5
3
4
4

11. 4) Speak to your
customers.
From the customers first visit to your site,
research to making a booking could be 6
months and numerous visits to your site and
your competitors. Ensuring that your brand
is at the forefront of their mind is key to
getting that booking!
You should be emailing them a range of
ongoing information to keep them feeling
loved and in touch.
This way when its time to take up a
treatment you’re one of the main
contenders.
Email 1:
Welcome email
Email 2: Facts on
dental implants
Email 3: Special
offers on implants
Email 4: Implant
aftercare
Email 5: Review
& feedback
Email 6: Extra
special offers

12. 5) Keep speaking to your customers.
This process can be automated through a range of professional tools which start from
free of charge, depending on your number of customers. This is known as remarketing
or email automation.
Mailchimp is the most cost effective option starting from free of
charge. It allows you to automate emails so you can automatically
send appointment reminders. You can also send a range of marketing
emails.
Infusionsoft provides all of the key features about around automating
emails, with additional features allowing you to use it to manage
your client relationships as a CRM database and create contact forms
to grow your email marketing list.
Hubspot is a professional solution which offer the full range of
benefits associated with a top level marketing automation platform.
This does all of the email tasks above and also shows you exactly who
is reading emails and other site content. It is more in depth but also
more expensive.

13. The results…
We’ve done this for many dental
practices across the UK.
We wanted to show you what’s
achievable to provide some
motivation to get started on your
strategy!
Traffic has
almost
doubled June
2014-2015
600% increase
on monthly
web enquiries
monthly

14. > Need help getting this going?
Jack Dotchin
Digital Strategist
jack@pixus.co.uk
www.pixus.uk
0151 426 9977
> Dental Marketing Professionals.