• June 20th, 2011adminArticles

    How to Advertise Online Effectively

    Aspirants foraying in the online advertising industry believe it’s easy to get the exposure their clients demand. A few months earlier, they contemplate on resigning, looking for a new industry. Online marketing isn’t easy—especially in the dentistry sector—where so many big names are pouring their money to get their names established (with the intent of driving out the competition). Given that you are working on a minimal budget and limited resources, it is best that you understand how the dentistry sector works and what health topics search for online.

    Website – It begins with a website. Advertisements are rendered useless if the dentist himself does not have his own website to cater to redirections. A good dentist website is refreshing to look at, is not too trim, nor should it be too crowded with information. There are the key elements every basic dentist website should have:

    • A neat website template that is coherent with dentistry. Several pre-made templates available for purchase, but dentists can still commission a web developer to create a unique template for them.
    • A page dedicated to detailing his biography, accolades, awards, certifications, and more importantly, his areas of expertise.
    • The location of the clinic with snapshots of the façade. Supplementary information in Google Maps is ideal. Contact information should also be included on the directions page.
    • Search engine optimized keywords and other in-page elements that will, slowly-but-surely, boost its rankings on major search engines.
    • A FAQ section about the services the dentist renders, as well as a downloadable appointment form linked to it.

    Advertisement Design – There are two basic types of ad placements: text-based and image-based. Text ads are good and cheap, but they can be overshadowed by graphical ads. However, many prefer text-based because of inherent search engine optimization value.

    Text-based advertisements should contain keywords relevant to the location and services rendered by the dentist (i.e. Doctor Ryan Smith, DDS, is an Ottawa Dentist, specializes in both orthodontics and periodontics. He has been practicing for over 20 years. You can reach his office at XXX-XXX-XXX or email him at [email protected]).

    Image-based advertisements are basically JPG/PNG or animated GIFs that come in many dimensions suited to your budget. One thing to remember about image/banner ads is that while they are graphic, doesn’t mean they are easily recognizable. Many online marketers have failed to capture the attention of website visitors due to poor design, positioning and information inscribed on the ad. Effective ad designs incorporate images and words people look for when searching for dentists, as well as a color motif that is inviting to the eyes.

    Additionally, video advertisements are also shaking ground due to the fast internet access these days. Video streaming sites are visited by millions of people each day, and it’s no surprise if you find some dental informational videos bearing the watermark of a dental clinic. At present, there is a growing demographic of people who prefer to watch videos with condensed (and persuasive) information instead of reading.

    Whichever the case, catchy advertisement design is crucial to getting more people visit your site. The wrong set of words, more so omission of important images, may lead a prospective patient to turn his back on you.

    Advertising Budget

    Careful consideration should be taken whenever budgeting on where to advertise. But it’s not always “where” that matters, as advertisers have to contemplate on “how” and “why” they should even advertise in the first place.

    Advertising on a big website in another industry does not reciprocate to higher clicks, especially if the demographic of that website is not in the working bracket. A lot of times, advertising on smaller websites with higher relevance to your services results in more clicks and lesser recurring costs.

    Hiring a proven ad manager (who demands higher remuneration) with an established reputation and a network of friends in the industry is just as good (or even better) as hiring three or more advertising assistants with relatively little to no knowledge of bringing viewership to your website.

    There are three essential roles to fill in if you are intent to take dental advertising seriously: a.) a content writer, b.) a graphic designer and c.) an advertising manager. The advertising manager should take reins over the duties done by the writer and the designer.

    The dental advertising process starts at a slow pace, but results will be seen within a few months. Unlike in other industries, the dentistry industry requires a few more tricks under the sleeve to make it gain traction. An example of this is reminding patients to leave an online review if they find your services satisfactory. Additionally, the dentist should also list his services on regular and yellow page directories. It’s a tedious process, but one that works well with efficient and wise use of resources, and also some action on the dentist’s part in keeping his reputation secure and growing.

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