Across every industry in the United States fierce competition exists. If you’re planning on opening a pizza restaurant, you’d better be prepared to compete with hundreds of other pizza restaurants in the area. Are you trying to meet the growing demand of people who are hiring professionals to clean their carpets? A dozen companies have already beaten you to it. Were you hoping to open a small yoga studio in a major city? Get in line.
To put it simply, no matter the industry you are looking to enter (or already are in), there are going to be others looking to do the same thing. One of the best aspects of capitalism is that it provides consumers with numerous choices, so they are able to make the selection that best suits their needs. The downside of capitalism is that with so many choices available, it can be hard for a business to secure a constant clientele. This is true for every major industry, including orthodontists.
Even though it takes years of schooling to become an orthodontist, thousands of people do just that every single year. Thus, orthodontists have learned the importance of a strong orthodontist marketing strategy. By creating and implementing a comprehensive marketing approach, orthodontists are able to increase their business’ visibility, reach out to new customers, and remain competitive in the hyper-competitive orthodontist field. However, effective marketing is more than running random advertisements or cold calling areas of the city. It takes a plan, one that is devised over a period of time. There are four key aspects of a strong orthodontist marketing strategy.
1. SEO. When consumers are searching for an orthodontist, most turn to a search engine. They will type in a few keywords that they think will help them find an orthodontist, and then they’ll browse through the results the search engine produces. For an orthodontist business to be successful, they must be one of the results that comes up when people search. This is known as SEO, or search engine optimization, and it is one of the four key aspects of an effective orthodontist marketing strategy.
2. Website design. No matter how great an orthodontist’s SEO campaign, and no matter how many people are drawn to the business’ website, it will all be for naught if the website design doesn’t seal the deal. When people are searching, they only spend an average of 7 seconds on each website. Thus, the website must be simple, clean, and able to grab their attention quite quickly. Contact information should be easily available so that they can set up an appointment easily and quickly.
3. Orthodontist PPC. Orthodontist PPC, or pay-per-click advertising, is also key to an effective marketing strategy. PPC is the practice of placing advertisements across the Internet that only charge the company posting them when a person actually clicks on them. This boosts visibility and drives more potential customers to the website.
4. Analytics and reporting. Finally, analytics and reporting allow orthodontists to track how many people are visiting their website, how long they are staying on there, and how other aspects of the marketing strategy are working. This provides hard data that enables educated decision-making.