Authored by marketing strategist, Robin Jones, this final part of our digital marketing for dentistry series dives into online listings.
The patient journey begins long before they set foot into your clinic. It often starts with a simple search, a hunt for the right practitioner to trust with their smile and overall oral health. As dental professionals, it’s more important than ever to recognize that this journey is a fundamental shift in consumer behavior. And for that reason, it’s critical for practices to embrace the significance of online listings as an integral part of their overall marketing strategy.
The Search Journey
Every interaction a potential patient has with your clinic, whether through advertising or word-of-mouth, inevitably leads to a “Google” search. Your clinic needs to not only appear in those searches but present itself in the best possible light. Online listings can ensure that your practice is discoverable and appears reputable across multiple platforms.
Understanding Online Listings
Online listings are more than just digital directories; they are virtual storefronts that showcase your practice to the world. It’s not enough to have listings scattered across the internet; they must be claimed, consistent, and regularly updated. Platforms like Google Business Profile and the new Apple Business Connect aren’t just optional; they are important lifelines for your practice in today’s digital world.
Harnessing the Power of Data Aggregators
Data aggregators are companies that collect, organize, and distribute vast amounts of business information from various sources across the internet. These sources may include public records, business directories, social media platforms, and other online databases. Data aggregators compile this information into structured databases, which are then licensed or sold to other companies, including search engines, online directories, navigation systems, and marketing platforms.
For dental practices and other businesses, being listed on data aggregators is important for improving online visibility and local search rankings. When practice information is consistent and accurately represented across aggregators, it enhances its credibility and trustworthiness in the eyes of search engines and potential patients. Approximately 6-7% of the reasons why businesses rank locally can be attributed to this factor alone. Therefore, making your clinic’s information accurately represented across various digital services should be a priority.
Answering Queries and Controlling Information
To improve overall visibility, you should always answer questions on directories and listings. This proactive approach increases the likelihood of your clinic being found by potential patients. Taking control of the facts about your practice across multiple digital platforms—from search engines to social networks—is paramount.
Embracing Enriched Listings
Enriched listings go beyond basic business information and provide more dynamic and engaging experiences for potential customers or patients. They involve enhancing your online presence with additional content like photos, videos, descriptions, reviews, and other interactive features. Enriched listings differentiate your practice from competitors, showcase your brand personality, and provide valuable information to potential customers. Every interaction with your practice online is an opportunity to showcase your expertise and foster trust.
The Rise of Voice Search
Have you ever said, “Hey Siri, find me the nearest XXXX?” Voice search is not just a trend; it’s the future of search and it’s here to stay. With the growth of voice-enabled devices, making sure your clinic is optimized for voice search is non-negotiable. Being found through voice search requires you to optimize keywords and embrace conversational language in your online content.
Words of Wisdom From a 30-Year Marketing Veteran
OK. I’ll admit it. Online listings aren’t the sexiest or most exciting activities in the marketers’ bag of tricks. But let me be clear – they are table stakes. If you don’t make them a priority for your practice, you are probably one or more steps behind the competing practice down the block. Oh, and listings are probably one of the lowest cost things marketers can do these days.
Online listings offer visibility, credibility, and cost-effectiveness. While other marketing activities are important, online listings are the cornerstone of a robust digital presence, providing a cost-effective and impactful way to reach and engage with patients.
In Conclusion
The significance of online listings for dental practices cannot be overstated. They serve as the digital gateway to your clinic, shaping the first impressions of potential patients. By harnessing the power of online listings, clinics can enhance their visibility, credibility, and ultimately, their ability to attract and retain patients in an increasingly digital world.
At ClearDent, we partner with Social Ordeals, experts in digital marketing for dentistry, to offer a comprehensive online marketing solution. Social Ordeals has developed a platform and services that help dental practices monitor, manage, and build their online reputations and brands. From building or refreshing your website, to search engine optimization, to digital advertising and more, Social Ordeals coupled with ClearDent’s patient engagement solutions is a win-win for today’s modern dental practice.
For more on digital marketing in dentistry, make sure you read our comprehensive eBook The Dental Practice Owners Guide to Digital Marketing.
