Navigating through the complex jungle of digital marketing can seem like a daunting task, even for digital marketing experts – let alone dentists like you!
As with any other new discipline that’s highly susceptible to change, things can get quite tangled up. In addition, it’s getting increasingly difficult to tell what’s true, and what’s a mere misconception deserving only to be tossed aside.
Listening to self-proclaimed experts, or taking amateour opinions into account as relevant can impose serious harm to your dental marketing strategy. Digital marketing has been a fertile ground for numerous myths.
That’s why it’s important we now debunk them, one by one:
My industry doesn’t have the content that interests people
Web marketing for business feels almost a contradiction in terms to you; you don’t think anybody really cares about the content you have to offer.
Okay, let’s step on the ball here for a minute and consider the role Internet plays in today’s life.
It has taken the function of so many platforms: be it an encyclopaedia, address book, directory, review site, newspaper or a magazine… We could go on into oblivion, but the point is the following people Google various things at different times, all of the time.
Also, the awareness of the availability of good quality content online has never been as high as it is now. People are hungry for information, on a wide range of topics – and guess where they’ll go first to get that information?
That’s right, the Internet. Google. Your blog.
It’s true a post or an infographic will most likely not have the same reach as a funny meme or an Instagram post by Kim Kardashian. But who needs that in the first place?
Your content has to appeal to a certain niche, a targeted group that represents your pool of potential clients. Even if the content you produce seems uninteresting to a wider audience, it doesn’t matter as long as it hits home with your target group.
Only then have you accomplished something that will help you reach tangible business results.
Which brings us to our next point.
I need large traffic to succeed
This is simply not true, especially not for small businesses and service providers. The entire idea behind digital marketing isn’t to appeal to a general audience, but more to bring in smaller, targeted groups in your area, interested in your products, that will potentially turn into loyal clients.
As the online marketing consultant Amit Lavi puts it:
” Casting a wide net often signifies a lack of focus, which typically harms more than it helps. Trying to please everyone is a noble goal, but this tactic is seldom successful. It’s better to target five people that will truly love your brand, rather than fifty people that only like it.”
Bottom line is this: it’s more about who you attract to your website, then how many.
Good content is enough
When it comes to content, substance is crucial. But is it enough? Hardly. To put things into perspective, think about all the times you’ve read a good book or seen a good movie, only because a friend of yours has recommended it.
You would’ve never have considered it otherwise; either because the cover was unappealing or unnoticeable, or simply because you would’ve never heard of it. Same goes for all other types of content.
Your website has to be easy on the eye, and easy to navigate. Building one is much like building a house: there has to be a solid foundation if you want to upgrade it. Go for a design layout that’s simple and clear, visually appealing yet not overpowering; one that reinforces your message instead of killing it.
SEO has lost its significance
If anything, SEO – the process of improving your site’s visibility on search engine’s unpaid results page – has only reinforced its importance. The vast majority of Internet users still go to Google or another search engine whenever they’re looking for a product, service, or information.
While it’s true that lately some social media sites have become search engines on their own – in fact, there have been rumours about Facebook building its own search engine – Google is still the main shaper of today’s virtual landscape.
Its SEO methods and algorithms constantly change, but their pivotal role in the website’s ranking results is constant. If you want to be relevant and on the map, you simply have to play by Google’s rules.
Brand awareness means conversion
Wouldn’t that be neat? Unfortunately, things don’t quite work this way. There’s one step between making people aware of your business, and persuading them to use your services or buy your products.
And it’s the following: distinguish yourself, make yourself different from the competition, and engage with your audience. In plain words, there needs to be a “click”.
The easiest way to do this is by creating content; blogging, share it on your social media, and start a conversation. If you’re on the fence about it, you should know that content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less (as reported by Demand Metric).
New customers are more important than the existing ones
Bringing in new clients is the way to go if you want to see your business grow, right? One can hardly argue about the benefits new clients can bring to a company – but it’s not the only way.
Your numbers can boost by solely investing in the relationships with your current clients. As a matter of fact, existing clients tend to spend 30% to 35% more than new ones, claims Destination CRM.
According to the same website, the return on investment for nourishing relationships with existing customers can be up to five times higher than for building relationships with new one.
It’s all about technology
The ubiquitous gadgets and devices can make us forget that behind every technology, whether on the receiving or sending part of it – stand real, flesh-and-blood individuals. You may have some fantastic tools at your disposal to reach your audience, be it a top-tier website, fantastic social media pages and CRM software.
Regardless, it will all be in vain should you fail to analyse your audience behaviours, appeal to their emotions, and employ a good marketing strategy with its matching creative tactics that make your clients tick.
Digital marketing isn’t an exact science: it’s not always easy to predict what will work, and what will not. Nonetheless, there are certain misconstructions that can be safely swept away, and the sooner, the better; we hope this post has helped clear the fog over the sometimes very confusing landscape of digital and search engine optimisation marketing, and steered your marketing efforts in the right direction.
If you feel like you could use a hand to further improve your digital marketing strategy, get in touch with us! We’re passionate about seeing our clients succeed, so let’s make it happen. Book here for a free consultation and let’s talk about how our integrated marketing services can help you.