Marketing An Orthodontic Clinic

Sometimes does it feel like everything you see online is an ad? The marketing paradigm has changed dramatically over the past two decades due to new technology and the ubiquity of the internet. Whereas traditional marketing used to be the norm for Orthodontists, today’s digital marketing channels are frequently showing higher ROI than traditional marketing methods.

Orthodontic marketing is saturated. However, there are a few tactics you can use to separate your business from the rest of the pack.

Digital ads are the new goldmine of modern marketing. Online marketing is cheaper, more trackable, and faster to deploy than traditional marketing methods. With a well designed campaign, it’s possible to track leads from their first click on an ad all the way to converting to a paying, long-term patient.

While every Orthodontic business is different, we recommend a combination of the following strategies to drive generate new patient leads:

Pay Per Click Advertising
One of the most cost-effective strategies for growing your orthodontic business is leveraging pay per click advertising on Google. Pay per click (PPC) ads are easy to set up, highly scalable, and provide accurate campaign feedback in real time. Best of all, Google Ads allow you to reach your target demographic when they are most likely to convert: when they are searching for your services. Although it is possible to set up a Google Ads campaign yourself, there are many nuances to the Google Ads platform that can affect your return on investment significantly. Unsure if your Google Ad dollars are being spent well? We’re happy to take a look at your account, free of charge.

Retargeting ads on platforms like Facebook
Did you know that only 2% of first-time visitors convert to patients on their first website visit? Facebook retargeting ads are a tool that can help convert more window-shoppers into paying patients. Retargeting, or remarketing, allows you to serve ad content to potential customers who have visited your website in the last 30-180 days. It’s possible you’ve had the experience of looking at a product on Amazon, and subsequently feel like this product is ‘tracking you’ around the internet in following months. This is retargeting at work.

Retargeting ads tend to have a lower cost per acquisition than other ad platforms as they target users who have already expressed interest in your Orthodontic services.

Local SEO with Google My Business
You can quickly improve the SEO of your Orthodontic business by using the “Google My Business” (GMB) platform. Google My Business listings typically appear on the right-hand side of the search engine results page, and oftentimes display photos of your business, customer reviews, and opening hours. By creating a well-optimized GMB listing, you can improve your chances to rank for local queries. When someone searches for ‘Orthodontist Near Me’, wouldn’t it be nice to be the first result? Google My Business is one way to improve your chances of ranking for these extremely high-value queries.

Email Marketing
Email marketing is one of the most direct digital marketing methods available today. Once a client has given you permission to email them you have a direct line into their inbox. Many digital marketing strategies require a middleman: a third-party advertising platform. Email marketing is unique in that you’re able to speak directly to your target customers. We recommend that Orthodontists collect patient email addresses and curate a monthly e-blast containing deals, blog posts, and discounts for referrals. Monthly email marketing allows you to stay top of mind with your current and potential patients. We recommend using a platform like Mailchimp or Constant Contact to get your first email marketing campaign up and running.

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Curious about using digital marketing to grow your Orthodontic clinic? We’re here to help. Click here to schedule a free consultation today.