You’ve probably heard the phrase “Jack of all trades, Master of none.” This is exactly what you are if you are trying to market for every treatment under the sun! It’s far more effective to narrow your marketing and target the patients who are interested in the services that you actually want to do. Here’s why:
- Marketing your entire practice and all services you offer is just fine, but when that’s all you do, you’re competing with the masses. There is really nothing that sets you apart from the other dentists who cast a broad net online. It’s far more effective to do a combination of both general marketing and targeted.
- Targeting will take care of that by setting you apart from the rest. For example, if someone is looking online for a new dentist and has thought once or twice about Invisalign, the ad they see that mentions these services will stand out, making them click on YOUR page instead of your competitors’.
- This also gives you the opportunity to become an expert on certain treatments. Invisalign, for example, designates providers as “Preferred,” “Gold” or “Platinum” based on the number of cases the practices complete per year. When you can place that badge of honor on your homepage, it lends a certain authority that others in your geographical region lack. This provides you with yet another way to stand out among the masses.
- Niche marketing also helps your word-of-mouth growth. For example, if you focus on Invisalign, you may attract young professionals who are interested in orthodontic treatment and excited about the superior aesthetics of invisible aligners. It is likely that these patients know others in the same age group, with the same budgetary constraints, and the same dreams for a straight smile. Your current patients are more than happy to let their colleagues know about how YOU are the best Invisalign provider available.
Go ahead and market your practice as a whole, but don’t be afraid to niche, as well. The combination will help you build your reputation as a professional and lead your practice towards success.
