You may be wondering why an inbound marketing expert is talking about the well-known realtor quip about location being the most important feature of a house. Well, for you dentists and orthodontists, location IS inherently important to the success of your practice.
And if it’s important to your professional success, then it should be important to your marketing plan too! (Wait, you have a marketing plan, right?)
Your Industry’s Limitations
The limitations on the dental and orthodontic field, as well as many others, are that it is highly competitive. The neighborhood where your practice is established will greatly affect the kind of patients that you can attract and keep.
People want their visits to these offices to be convenient and will therefore, choose locations that are close to their homes, offices, or children’s schools.
As I’m sure you already know, just a few streets over (or maybe not even that far), is another practice offering similar services. So, why should they choose you over that other practice?
Your Industry’s Possibilities
The great thing is, that you can use it to your advantage. Don’t look at it as being stuck in a neighborhood or part of the city – really become an expert of that area. Become a fixture in your part of town.
But How?
I’m sure you understand at least part of ‘the Why’ behind emphasizing your location in your marketing plan. Now let’s talk a little bit about how to do that.
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Your Name
You’ve obviously already chosen a name for your business, so there isn’t much more you can do here. But, if you used the city, neighborhood, or street in your name, use it frequently and even play it up a little. This will help them remember not just who you are, but where you are and that gives you a place in their mental map. It’s one more way to be memorable. Or, if you’re feeling adventurous, don’t have an established local name recognition, and are flush enough with liquid capital to do so- consider rebranding.
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Your Keywords
In case you aren’t too familiar with keywords, in a nutshell, they are the words that potential customers are likely to type into Google’s search engine to find your business information and website. Using local keywords is a savvy way to position yourself as the premier option for folks in your area. Be sure to include these keywords on your website and in your digital marketing material.
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Your Community
Participating in your community is a wonderful way to be recognized as a great local business. You can sponsor events, give back, or simply be a resource for spreading the word about local happenings. If the patients who come to your practice feel a connection to their community through you, their chances of staying loyal to you will increase exponentially.
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Your Practice
This is a very physical and substantial way of looking at “being local” in your business, whereas many of these others have been a little more cerebral. In a very real way, you can infuse your practice with local dental or orthodontic marketing. Include not only national magazines and publications, but local ones in your waiting room. Add a newsfeed for local news, or have weather updates on your waiting room TV. Even the pictures you hang on your walls can be of local landmarks.
People like being connected to businesses and locations through fun, entertainment, and good service. If you are doing your best to be an outstanding dentist or orthodontist and include these tips on highlighting your local ties, then you are sure to connect to your patients on more than just an oral health level.
And connecting is really what turns a prospective patient into a loyal client!
Relax. More customers are on the way.
