EAT Your Way To Effective Content Marketing With ProspectaMarketing

April 30, 2023
Blogs, Dental marketing, Internet Marketing

Content is the cornerstone of digital marketing, and it’s what sets apart thriving businesses from failing ones. But in today’s fast-paced digital landscape, creating content that resonates with your audience is no longer adequate. For your content to prosper, you must incorporate EAT principles into your content marketing strategy. In this blog post, we will explore EAT and how ProspectaMarketing can assist you in optimizing your content marketing to drive targeted traffic, improve engagement, and increase profitability.

1. What Is EAT?

EAT – Expertise, Authority, and Trustworthiness – is a term coined by Google to describe the qualities that affect the quality of online content. EAT is based on three core pillars:

i. Expertise: This refers to the level of knowledge and skill of your content creators. Creating quality content requires informed individuals who understand your industry and can dissect complex topics into digestible pieces of information.

ii. Authority: This refers to the perceived level of authority your website holds in your niche. Websites that consistently create quality content and have high levels of authority get rewarded with a better ranking in search engine results pages.

iii. Trustworthiness: This is the level of trust that people place in your website. A website that has the trust of its readers is more likely to build a loyal following and retain readership.

2. How Does EAT Affect Content?

EAT significantly influences the way search engines value content. Google’s primary objective is to deliver the highest quality, most relevant results for its users, and EAT helps to ensure that it does this. By incorporating EAT principles into your content, you increase the odds of generating a high level of user engagement, encouraging repeat visits, and improving your bottom line.

3. Our Approach To EAT

At Prospecta Marketing, we take a holistic approach to content marketing, integrating EAT principles with data-driven tactics to transform your content into a potent growth strategy. Our content marketing methodology is predicated on the following:

i. Conducting thorough audience research: Knowing your target audience inside and out provides the foundation for creating content that is tailored to their interests, pain points, and preferences.

ii. Developing a comprehensive content marketing strategy: Our team works collaboratively with you to develop a comprehensive content marketing strategy that aligns with your business objectives and goals.

iii. Implementing data-focused tactics: Our data-driven approach ensures that we create content that meets the criteria for expertise, authority, and trustworthiness.

iv. Continuous optimization: Continuous optimization of your content helps ensure it remains up-to-date and relevant to your target audience, which is key to achieving long-term success and building authority.

4. Benefits Of Working With ProspectaMarketing

Working with us will help transform your content marketing efforts and ensure that your content resonates with your target audience. Our team will help you with:

i. Improved search engine rankings: By creating EAT-worthy content, our team can help you rank better on search engines, attracting more traffic and generating more leads.

ii. Increased authority and credibility: We help establish you as a thought leader in your industry, generating a sense of authority, trustworthiness, and credibility.

iii. Better engagement: Our methodology is tailored to create content that resonates with your audience, encourages conversation and increases engagement.

Incorporating EAT principles into your content marketing strategy helps you create content that resonates with your target audience, improves engagement, and drives targeted traffic. But crafting effective EAT-worthy content requires skill, expertise, and a data-driven approach. At ProspectaMarketing, we take a holistic approach to content marketing, integrating EAT principles with data-driven tactics to optimize your content and transform it into a potent growth strategy. Contact us today to learn more about how we can assist you in creating content that helps you achieve your business goals.

ProspectaMarketing is an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Content Marketing: Connecting with Your Audience Through Engaging Writing

February 28, 2023
Dental marketing, Internet Marketing, Search Engine Optimization

Photo,Of,Light,Bulbs,With,Shining,Fibers,In,Shapes,OfContent is king. It’s an age-old adage that has been passed down from generation to generation in the marketing world, and for good reason. A successful content marketing campaign can do more than just draw attention to a brand or product; it can also engage audiences and create a lasting emotional connection. But how do you make sure your content is both engaging and informative? Let’s explore the importance of writing skills in content marketing and how they can help you connect with your target audience.

The Power of Writing Skills

Writing skills are one of the most important elements of a successful content marketing strategy. Good writers have the ability to create content that is both informative and engaging. This requires not only technical know-how but also creativity and storytelling skills. A great writer will understand how to craft stories that resonate with readers on an emotional level, while still providing them with useful information about your product or service.

In addition to understanding how to write compelling stories, great writers should also have a deep understanding of SEO best practices. Knowing which keywords to use and how to optimize for search engine algorithms can help increase website visibility and drive more organic traffic to your site. ProspectaMarketing specializes in helping clients develop SEO strategies that are tailored specifically for their businesses, allowing them to reach their target audiences even better through well-crafted written content.

The Benefits of Blogs

Blogs are one of the best ways to connect with your target audience through engaging writing. They provide you with an opportunity to tell stories, share helpful information, showcase new products or services, and show off your expertise in a particular field or industry. Moreover, blogs can help demonstrate thought leadership within your industry by offering advice on current topics relevant to prospects and customers alike. This type of blog post is especially effective at driving organic traffic as it provides valuable insights into the challenges faced by potential customers.

In conclusion, writing skills play an integral role in successful content marketing campaigns as they allow marketers to communicate effectively with their target audiences while still providing valuable insight into their products or services. The combination of creative storytelling techniques combined with SEO best practices can go a long way towards connecting brands with prospective customers in meaningful ways. ProspectaMarketing specializes in creating customized SEO strategies that ensure clients get maximum visibility online while also building relationships through engaging written content such as blogs posts or articles. Contact us today if you would like more information on our services!

ProspectaMarketing is an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Is Authoritative and Informative Content Still King in SEO?

January 30, 2023
Blogs, Internet Marketing, Search Engine Optimization

Authoritative content, informative content, and blog posts go hand in hand with SEO success. However, many modern search algorithms favor dynamic interactivity that’s difficult for bots to interpret.

Will plain old text-based articles still reign in SEO in 2021, or will other mediums take center stage? 
 
With SEO evolving so rapidly, it’s tricky to keep up with best practices for achieving top rankings. Many SEO practitioners agree that content marketing is still the key to great rankings and traffic volume. 
 
Whether your goal is to seize premium ranking positions for high-traffic keywords or to build user engagement and conversions, content is a powerful  tool.
 
To achieve your goals, you’ll need to understand how the most recent SEO and content marketing trends may affect your search presence. With that in mind, let’s take a look at what might be coming in 2023.

AI-Powered Content

By 2023, 50 percent of all content created will be produced using AI (artificial intelligence). While AI-powered content may seem new to SEO, the use of machines to create or improve content has been happening for years. Blog post titles and header tags are usually automatically generated, and bots create most contact form descriptions.
 
However, humans still create the majority of SEO tool content, including bots’ manuals, many of which are AI-powered. As AI continues to advance, so will the content created using machine help.
While AI-driven content may present challenges for search engines in its early stages, bots are getting better at reading and interpreting this content. When well-developed, AI-powered content can improve SEO rankings and web presence without excessive manual editing.
 
Clinical Trial Data in Content Marketing
As the world becomes increasingly concerned with corporate and consumer ethics, honesty, and safety, data-driven content may take the leading role in SEO and content marketing. Clinical trial data offers a compelling perspective on products and services, whether you’re  praising or criticizing a company.
  
While it’s up to visitors to interpret clinical trial data and its implications, this content format can build trust and credibility with visitors, which may drive commitment and customer conversions. Clinical trial data may also help you combat censorship and spam filters.
While creating this data-driven content, however, marketers must be mindful of compliance and regulations. It’s also difficult to collect and organize this information for most companies. However, if done well, clinical trial data can improve a brand’s reputation, reach critical audiences, and drive product sales.
 
Content Writing on Technical Subjects
 
AI and technical topics are emerging as leading content themes for many brands, including writers, marketers, and publishers who want to expand their audience reach.
 
 AI-driven content can help writers explore these subjects in a way that’s accessible to non-experts while still holding interest for experts. Technical content can also elevate a brand’s reputation by demonstrating accountability and transparency toward customers, competitors, and the community at large.
  
While technical content may be challenging to produce without technical expertise yourself, good writers can learn the basics and then create engaging narratives around those basics. Technical content can improve SEO rankings through repetition and the authority earned by publishing accurate information numerous times. 

ProspectaMarketing is an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Online Reviews – Part 1: Key Findings

November 15, 2022
Dental Advertising, Internet Marketing, Online Reviews

At ProspectaMarketing, we offer our dental practices a robust SEO and digital marketing strategy in order to maximize their appeal and reach. Our number one priority is reaching, converting, and retaining new prospective leads for your dental team. In this mission, we make use of a host of digital tools to provide us with up-to-date research that helps us stay at the vanguard of online marketing and advertising.

One shining example – especially this year – are the folks at Moz Pro Reviews. Consisting of a useful digital tool that tracks online search engine rankings, Moz has always been an industry leader in SEO trends. This year, however, they have taken an extra step and published the findings from their first-ever local business reviews survey.

On this blog, we’ve talked at-length about the importance of fomenting, reading, and responding to reviews – even negative ones. Your dental practice simply can’t survive the digital landscape if it has no user feedback that potential patients can rely on. It seems that Moz agrees!

During the month of September, they surveyed over a thousand US residents, and asked 17 crucial questions. In order to keep our practices educated and on the cutting-edge of marketing knowledge, our team has compiled the list, along with a helpful explanation on how it affects you and your dental team. Check it out below!

17 Key Review Findings by Moz

  • What Moz Says: 96% of people read reviews.
  • What It Means: Reviews are at an all-time high when it comes to marketing potential. In a fast-changing digital environment, you can’t afford to have an empty or paltry review page.
  • What Moz Says: For gauging trust, 86% of consumers say reviews are either “the most” important or “somewhat” important factor.
  • What It Means: Consumers are making quick, review-based judgments about businesses before deciding to even engage with them. If reviews are such an important factor, it’s likely an inadequate amount will make a patient forgo your services outright and not even interact with your digital portal.
  • What Moz Says: Only 11% of consumers trust brand messaging over public sentiment.
  • What It Means: Impersonal marketing campaigns are dead and relatability lives. Reviews and user feedback are the easiest ways to convince your audience that you are approachable, relatable, and welcoming. When people speak for your dental practice, they manage your interpersonal, word-of-mouth marketing campaign for you; so let them. And, above all, encourage them. A follow-up text, e-mail, or call to ensure a satisfied patient reviews your practice goes a long way!
  • What Moz Says: 52% of respondents say their negative reviews stem from false or incorrect online information on assets like local business listings.
  • What It Means: Accuracy is everything. Ensure that all your product and business listings are accurate to the services offered at your practice, make sure outdated offers are removed from your website and digital hubs, and choose relevant images that match the information provided. Users are most likely to negatively review you if they feel you didn’t fulfill any part of your marketing promises, so don’t break them!
  • What Moz Says: 50% of consumers lose trust if it looks like owners or employees are reviewing their own business.
  • What It Means: There is no easy route, and “seeding” reviews by planting your own employees and practice members in the reviewer pool does nothing to boost your presence. In fact, if this finding is anything to go by, it actively hurts it.
  • What Moz Says: After reading reviews, 91% of consumers’ next steps occur in areas completely controlled by the business, such as the company’s website, premises, and direct contact options.
  • What It Means: The review is the hook; once the patient has seen it, their most likely next step is to enter a space, digital or otherwise, where they can interact directly with your business. In a sense, good reviews are the first step in turning an average internet search into a veritable lead; one you can then convert into a recurring patient through contact forms, e-mail subscriptions, or even physical appointments.
  • What Moz Says: 65% of respondents write negative reviews because of rude or poor customer service.
  • What It Means: Some things never change, and while the age of adages like “the customer is always right” might be long gone, respectful, empathetic customer service never seems to truly go out of style. Ensure your staff is trained in “chairside manner” and that they treat their patients, prospective or otherwise, like people. This will generate reviews without much effort. In the end, the best way to ensure a good review is to provide a good experience.
  • What Moz Says: Sharing experiences and gratitude drive the overwhelming majority of reviews.
  • What It Means: Following up with satisfied patients has never been more important. If they share their positive experiences, others will see your practice as a place where they can feel safe and appreciated.
  • What Moz Says: 40% of customers are being subjected to forbidden or illegal review requests.
  • What It Means: After a scheduled appointment, ensure that you have a customer’s written consent before you attempt to contact them again. Following up for a review is important, but not more important than privacy. Spamming a non-consenting patient is a surefire way to never see them again.
  • What Moz Says: 39% of review writers have not received a direct review request in the past 5 years.
  • What It Means: A substantial chunk of users will review your practice regardless of a follow-up; but a bigger chunk might need more motivation. Again, we stress that you only reach out for follow-ups once you have received consent from the patient.
  • What Moz Says: If asked, more than half of your customers will always or usually write a review.
  • What It Means: Simply asking at the end of the appointment is both an easy way to generate reviews, and a handy way to circumvent any awkward or unwanted follow-ups.
  • What Moz Says: The top reason customers don’t review your business is because they forget to do so.
  • What It Means: As we stated above, a simple reminder can go a long way toward generating a review from one of your satisfied patients.
  • What Moz Says: Over 90% of consumers are influenced to a moderate or extreme degree by owner responses to reviews.
  • What It Means: Ignoring bad reviews is not the best route. Instead, respond to them with facts, accuracy, and a lack of defensiveness. If the criticism levied at your practice is baseless, refute it thoroughly and trust that your reviewers will respond to your honesty. If the claims have some merit, apologize on behalf of the practice and promise to do better moving forward. Either one beats a scathing review with no response, as other potential patients will see it as apathetic and will not feel your practice is a caring, safe place to seek dental services.
  • What Moz Says: 62% of negative reviewers would give a local brand a second chance after an owner response solves their problem.
  • What It Means: A bad review is as much of an opportunity as a good one. It not only pushes your practice to be better, but it can turn an unsatisfied patient into a recurring one. Always respond with respect and offer alternatives that might fix the predicament.
  • What Moz Says: 63% of consumers will update their negative review or low-star rating once an owner response resolves their complaint.
  • What It Means: If you move quickly to repair any damage, a negative review can become a positive one, and potential patients will see that your practice doesn’t only provide effective services and listen to their patients, but also acts to remedy any mistakes. There’s nothing more relatable than that!

This list is the least of it. Moz’s results were then further divided into three categories: the habits of review readers, the habits of review writers, and the power of owner responses. Check out our next blog post for an extended breakdown of these categories, as well as how they can affect you and your dental practice.

If you are thinking of expanding your dental practice’s digital reach, we can help! ProspectaMarketing is an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Google Analytics: The Key To Improving Your Reach

October 28, 2022
Dental Advertising, Internet Marketing, Search Engine Optimization, Websites

ProspectaMarketing makes use of a host of top-of-the-line marketing tools to ensure that our dental practices reach as many potential patients as possible. One of our most crucial allies is Google Analytics, and we have mentioned it several times within our blog articles. But why is it so special? What makes it so unique in comparison to other SEO tools? Our team realizes these questions can often pop up, especially if you are a practice who is just starting out in the world of internet marketing.

In order to keep you educated and ensure your practice is taking advantage of its marketing potential, our team has put together an easy-to-understand explanation, in two parts. Firstly, we will explain what Google Analytics is. Secondly, we will provide you with four insights you can gain from one simple look at your Google Analytics page.

What Is Google Analytics?

In the simplest terms, Google Analytics is an online service that keeps track of your website traffic. However, leaving it at that would be a massive understatement. Google Analytics not only keeps track of your numbers, it also lets you filter them in a myriad ways, analyze different aspects of your site usage, and apply insights to your marketing strategy.

Covering everything from demographic statistics to potential patient behavior, Google Analytics is simply the easiest way to monitor your site’s health and standing. But, is there an easy way for a beginner to apply this information? Or do you need to take a class to simply be able to log on?

How Can Google Analytics Help?

There are certain insights you can make with almost no experience in Google Analytics, and familiarizing yourself with the service is not complicated at all. The average marketing team can make use of this tool easily. In order to help, we have compiled three quick observations you can make early in your Analytics journey and how you can apply them to improve your practice’s reach.

  • The “Audience” tab is extremely useful in determining statistics like active users, page views, and session durations. These numbers can help you ensure your online ads and local listings are working to draw traffic to your site, or whether you need to increase your outreach through a more aggressive marketing plan.
  • The “Behavior” tab lets you view several aspects of your potential patients’ engagement with your site. You can view Landing Pages and analyze which of your written topics are receiving the most traffic from outside sources – i.e. which pages patients are “landing” on. You can also view your Exit Pages, to see where people who enter your site wind up, and whether they exit before your marketing effort can convert that lead into a call or an appointment request. This can be helpful as you can analyze who you are attracting, what they are looking for, and why they are leaving.
  • The “Acquisitions” tab breaks down ad traffic, search engine health, and even social media statistics, when relevant. It can be helpful in gauging whether your SEO is working and whether the digital ecosystem outside your own website is responding well to your content.

We remind dental practices that this is simply a basic primer. If you want a more in-depth education on Google Analytics, or are looking for a marketing team that will keep track of your page landings, keywords, and visibility for you, ProspectaMarketing is ready to help! We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Key Local Search Updates In 2022

September 30, 2022
Advertising Media, Dental Advertising, Dental marketing, Internet Marketing, Local Internet Marketing

At ProspectaMarketing, we endeavor to stay on the forefront of marketing research. This way, we can provide the most up-to-date analysis and advertising tools to the practices we represent. We believe that the Internet is still young and always changing. Due to this, it takes an active, dynamic advertising strategy to really take advantage of its web of chameleon-like opportunities.

As a dental practice, your team probably doesn’t have the expertise, time, and training to research marketing efforts and care for your patients. This is where we come in; by relying on cutting-edge materials, we use this blog and our other digital avenues to educate our clients and any practices that might be thinking about joining up. This way, you can focus on simply bringing high quality dental care to your patients, while we handle the rest!

One of our key sources of digital advertising and marketing news is BrightLocal, a hub and platform that has been an industry leader in SEO research for several years now. As recently as two days ago, they proved why so many marketing agencies trust their opinion. During the 2022 edition of Google’s “Search On” event, they compiled and shared several incoming search updates that have the potential to completely change the SEO landscape. Our team has picked the four that are most relevant to our dental practices and broken them down for you below. We’ve also included an explanation of how it affects you and your patients. Check it out!

Four Key Updates

  1. Multi-Search – Near Me: Multi-search itself is an update to Google that has been around for a while now. It allows users to capture images and video as search inputs, as opposed to simply words. But with this next update, your camera has officially become your keyboard. The option will now include ‘near me’ terminology. But, what does this mean for you? It means that your potential patients will be able to use photos and images to search for a product or service, find the option they’re looking for, and search providers nearby that offer the service or product. By confirming the rollout of this new update across the U.S., Google is fully accepting that visual media is king; and so should you! Make sure to always have clear, crisp visual media on all your digital fronts, including an updated Google products page that potential patients can match to services or products they might photograph in the wild.
  2. Google Maps – Neighborhood Vibe: Another exciting update is one to Google Maps. Popular spots on Google Maps will burst with vibrancy and life as users explore the area. This affects your practice directly, as patients that browse Google Maps will be able to see user-uploaded photos and videos of the area, to get a real ‘vibe’ of your practice. In an obvious nod to the rise of social search that is prevalent across social media, Google has given your practice a reason to maintain a curated atmosphere that is pleasant to patients: their uploaded media has become your de facto supplemental marketing strategy! Just know that, as with everything, this can work for or against you. If the uploaded patient media is focused on your practice’s negatives, this will also be the first thing users see when they check the “Neighborhood Vibe” option.
  3. Google Maps – Live View: Another new addition to the expanding Google Maps toolbox, users can now explore nearby places by using a live view. They simply have to lift their phones to search and Maps will show them a digital overlay of businesses and practices around them, along with associated details like business hours and reviews. If your practice needed another incentive to ensure the information on your website and Google listings is accurate, the folks at BrightLocal have just given you one!
  4. Google Reviews – They Don’t Tell You Everything: It seems that Google is trending farther and farther away from written reviews. While reviews are still crucial for a lot of patients, the upcoming rollouts make it clear that other sources of site authority and consumer trust will start playing a larger role in the process. These changes include AI that will discern helpful insights from other sources, such as user-uploaded images, to help a patient evaluate a practice and make a decision. What This Means: your customer feedback is bound to come in through multiple avenues. Just like we have recommended publicizing reviews – with the author’s permission, of course – we would encourage using this new, visual feedback (i.e. user-uploaded images) as another route through which you can broaden your practice’s reach and visibility. What This Doesn’t Mean: Stop responding to reviews. Absolutely do not do this. Written reviews are still a great indicator of a practice’s online health. Just because they are not playing as large a role in search engine rankings as they used to, does not mean they don’t serve the greater purposes of showcasing your practice’s success stories and mitigating any complaints against it.

Keeping up with researchers like BrightLocal is just one of the many ways ProspectaMarketing stays at the vanguard of changing online trends. If you are a dental practice looking for an experienced firm specializing in dentistry and the tools of Internet marketing, look no further! We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Readability Matters!

August 26, 2022
Blogging, Dental Advertising, Dental marketing, internet dental marketing, Internet Marketing, Search Engine Optimization

ProspectaMarketing endeavors to meet our clients marketing needs and extend their reach through every possible medium. Audiovisual elements are absolutely crucial in this endeavor and if you haven’t read our article on the core tenets of visual media, check it out immediately! However, another vital element we have covered on this blog – one that is at least as important as audiovisual media – is written content.

If you have read our article on the importance of engaging website copy, then you already know the core elements of creating this text-based content. However, how are you supposed to check if that content is tracking well with readers and getting the correct message across? In an arena like dental advertising, it can be even more important to transmit your goals and information effectively and objectively, as patients are often looking for health-related facts that leave little room for subjective writing. Readability checkers are, at least partially, the answer.

What Is A Readability Checker?

You can infer what a readability checker entails pretty easily by the name: it’s a tool used by blog specialists, website copy writers, and content creators the web over to ensure that their content is grammatically and structurally correct. However, it’s more than just a glorified spell-checker. A properly designed readability checker will also test your content for proper flow, repetition of words, transition phrases, and a host of other fluency and syntax standards. In short, it will make sure your work sounds as professionally written as possible.

There are three types of spell-checkers our blog team recommends when creating written content.

  1. Yoast Plug-in: This particular spell-checker mainly applies to WordPress users. If you’re generating content for a blog, mailing list, forum, or media gallery, using the Yoast Plug-in is a good way to check your progress. When enabled, it will show a color-coded symbol to the right of your blog posts in your blog viewing window in WordPress. The color ranges from red to green, respectively indicating low to high readability levels. Red means your post needs work, yellow means it’s almost there, and green means you’re good to go. The plug-in also enables a similar column with identical symbols for SEO optimization, which means you can use it to both check the accessibility of your text and test how high it will rank on search engines. Yoast not only lets you know that you Readability or SEO are low; it gives you suggestions to help you fix it. All the steps you can take are arranged in an easy-to-access drop down menu so you can easily get your post in the green.
  2. Microsoft Word Readability Checker: What if your written content is not being generated via WordPress? Our best tip is to either create your text entirely on a blank document on Microsoft Word (or a similar, text-based application), or at least copy paste it into a blank document before posting it to your preferred back-end web service. Why? Microsoft itself has a hidden readability checker that few people know about. Making use of it is easy and free! While you’ve got your Word document open, search the top row of toolbar options for the “Review” tab. Then, find the category titled “Spelling & Grammar.” At this stage, you’ll be able to choose spell-check options, but, depending on your version of Word, there should also be a category or option titled “Readability Statistics.” With this pop-up page, you will be able to access statistics like your text’s Fleisch Reading Ease Score. Metrics like this can be helpful in examining whether your text flows well and is understood easily by your intended target audience.
  3. Grammarly: Though focused primarily on grammar and spelling, Grammarly is also great tool for ascertaining how to improve the clarity, fluency, cohesiveness, and vocabulary of written content. It offers real-time assistance and a host of tools. The only drawback to this robust readability system is that most of the features are locked behind a paywall. The only free features are grammar and spelling!

Why Is Readability Important?

In an ever-evolving online landscape, your practice’s potential patients will have no patience for improperly written walls of text riddled with mistakes. They have the ability to quickly click away to another page and come equipped with the increased online literacy of a generation raised on the internet. These standards make readable content an absolute cornerstone to your advertising campaign.

At ProspectaMarketing, we can assign you a specialized blog writer and even help you iron out clunky marketing copy. We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Advanced Digital Marketing Strategies

May 10, 2022
Dental marketing, Internet Marketing

At ProspectaMarketing, we want the dental practices we represent to consistently increase the impact of their digital presence. In order to facilitate this, we utilize major applications, like Google Analytics, as well as advanced digital SEO tools. But, what can you do? Is there any way that you, as a dentist or dental team member, can support your online marketing campaign?

Of course there is! However, our team knows how hard it can be to participate in your marketing campaign once it has launched. When a professional marketing team plans and designs so many aspects of the practice’s image, it can often feel like your input is not necessary. This couldn’t be further from the truth!

Our team works with you to delineate marketing objectives. We prioritize your needs as a practice and tailor our services to your unique local and SEO strategies. This ensures that your message is being delivered as effectively as possible; but, most importantly, it ensures that it remains your message.

In order to help you out, our incredible team has put together a list of tips and tricks. These are all things you can do to make sure the framework Prospecta has helped you put in place yields the results you want!

How to Ensure Success In Your Marketing Strategy

  1. Effective Website Copy: We’ve written at length about this on previous articles, but we can’t stress it enough! Writing engaging, unique website copy is crucial to keeping potential patients on your website once they’ve found it. As a team, we employ a vast number of digital processes to ensure that your page landings increase, but it’s up to you to make sure that, once those patients “land,” so to speak, the website they are reading is grammatically correct, matches your service tabs, and is easy to use.
  2. Unique Visual Media: Pictures and videos are gold. In an age of immediate digital interaction and decreased attention spans, having visual media that is unique, represents your audience accurately, and stands out from the crowd is an absolute must. When designing your website, managing your advertising, or even editing a blog post, make sure to avoid blurry images, compressed files, and awkwardly sized media. Make sure that any and all image licenses are still valid; if they’re not, ensure that no images were replaced by dead links when they expired. Keep videos short but image/audio quality high. Scrub any unnecessary metadata from images (especially if they contain patient information!) Only use three font types on your website and make sure your aesthetics match on all social media, sites, or apps that represent your practice.
  3. High Review Response Rate: Something else we’ve focused on before are online reviews. It is absolutely crucial to encourage AND respond to reviews. Inform your entire dental team of this objective and make sure they are trained to follow up every interaction with a friendly: “If you enjoyed your experience, please leave us a review!” Using e-mail and text-based marketing, you can even follow up with them after visits to ensure that they don’t forget. Once your review numbers are high and consistent, respond to every review. Good experiences will be solidified in the patient’s mind, and it also offers an opportunity to clear the air about misunderstandings. When responding to a negative review, don’t be defensive. Be understanding, apologize for the inconvenience (when it’s reasonable), and ensure the patient that any interactions moving forward will be positive.
  4. Basic Understanding of Google Analytics: While we handle things like web presence, SEO, and leads, it’s always a good thing when a dental team has a basic understanding of online analytics. At Prospecta, we use Google Analytics to assess a website’s performance. It offers many metrics, but one of the most important ones is Page Landings. We encourage all our practices to familiarize themselves with this tool. At the very least, you should know how many people are viewing your site and how that number changes with each shift in your strategy.
  5. Variety of Content: Though easy for practices that offer a variety of service pages on their website, variety of content is harder when you represent a specialized clinic. However, it’s not impossible. If, for example, you only offer TMJ and Sleep Apnea treatment, you can split up your topics into “The Causes of TMJ,” The Benefits of TMJ Treatment,” “Sleep Apnea Treatment Options”, “What is Sleep Apnea?” and many more. This creates diversity of content even in the most specific content areas.
  6. Google Index Rate: The Google Index constantly sends out bots out to scour the internet for unique content. So, while this is connected to our previous point, it focuses on unique content more specifically. Make sure to avoid cookie-cutter text and that your written content is specifically tailored to your practice. Google will not index a website that doesn’t have a high percentage of unique word and phrase permutations. If you want to ensure that you show up first on search results and that your web presence is pronounced, you’ll want to focus on this point specifically.

Our team is ready to help you get your message across to your audiences. We can help you manage your advertising efforts and attract new patients.

ProspectaMarketing are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

The Importance of Engaging Website Copy

April 4, 2022
Dental marketing, Internet Marketing, Websites

Web,Development,And,Coding.,Cross,Platform,Development,Website.,Adaptive,Layout

ProspectaMarketing specializes in comprehensive digital marketing for dental practices all over the country. We help our clients with everything from creating and monitoring local listings, to managing user reviews. One of the most crucial factors we emphasize is effective, engaging website copy.

Without a website that makes users want to engage with your content, you can have all the search engine optimization and visibility you want; the truth is that patients will not stay on your site for long. If you’re using a tool like Google Analytics, you might see a high number of page landings, but your retention rate might be low. If this is the case, then the chances that you are turning leads into appointments is low as well.

The Vital Elements of Website Copy

There are three cornerstones to creating exciting, engaging website content: originality, accuracy, and diversity. Our marketing team has put together a primer that explains how each one works. Check it out below!

Originality

We all run into a common marketing roadblock: everything’s been written about! In the face of the nearly-infinite host of dental articles and websites out there, and the accessibility that search engines provide patients with, it can be easy to feel like there’s no way to write original content. But this is the wrong attitude! We encourage you to come up with new angles to reformat and redeliver similar content.

What makes your practice different? Do you have special technology that other practices in your area lack? Did your top dentist receive special training in a specific area? These are the factors to be looking for. Even something as simple as images of a local event your team attended can make your website stand out!

Customer feedback is another way to make your content original. By including unique statements from actual patients on your website, you can ensure that nobody has ever shared those specific phrases before. Just don’t forget to abide by HIPPA requirements, obtain permission from the patient, and, if necessary, label the feedback to match the treatment the patient signed up for.

Original content has never been more important, especially if you want search engines like Google to index your content. For more on indexing, check out our article on the importance of blogging!

Accuracy

This one might seem obvious, but user-friendliness is of upmost importance to this new generation of digital consumers. And nothing is less user-friendly than a website that is not accurate.

Plenty of practices can fall into the bad habit of setting up a website, and then just sort of leaving it to run by itself. However, this means that your marketing campaign can fall prey to image licenses that expire, broken links, and unusable redirect loops. Running weekly checks on the backend and front end of your website, and relying on tools like Google Analytics to gauge website activity is a priority for any business looking to market their brand effectively.

In general, we recommend a few things during this weekly check:

  1. Look for pages that describe outdated or inaccurate services and either update them, or remove them entirely.
  2. Test every link to make sure they lead to the correct pages and articles.
  3. Check images to make sure they have not been removed by a bug, an expired license, or a formatting issue.
  4. Access Google Analytics and check the tab for Page Landings and Site Speed to verify your clicks and the effectiveness of your website’s responses.

Diversity

Though similar to originality, this factor actually encompasses how varied and diverse your content is. If you’re a specialized healthcare provider, it might be hard to delineate a variety of services. But that doesn’t mean you can’t have tons of pages!

Obviously, having pages that are filler is a no-no, but if you think about your practice’s competitive advantages, you can find new angles and areas to talk about. What about a page that details your unique, patient-centered philosophy? Or one that delineates the unique technology you offer? Even patient testimonials and before-and-after pictures can have their own page landings.

Why Is It Important?

A new type of consumer has made an appearance in the market. The internet-savvy, media-focused generations that are now looking for quality dental care will always prioritize ease-of-use. Factors like optimizing your website for mobile, creating a direct digital pathway to your original content, and responding to reviews are now absolutely vital to ensuring that your potential patients feel at home on your site. Check out our articles on these and many other topics!

If you treat your digital hub like a real hub, a hearth where old and new patients can trust the information they find and rest from a sea of confusing, inaccurate content, you will go a long way toward installing a solid foundation for your team in the community.

At ProspectaMarketing, we can help you write engaging website copy and attract new patients. We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

What is Patient Attrition and How Do I Avoid It?

February 14, 2022
Dental marketing, Internet Marketing, Search Engine Optimization

Happy,African,American,Dentist,In,OfficeAccording to a study by the dental care company Henry Schein®, dental practices lose 17 percent of their active patients each year. As a leader of your practice, how are you supposed to ensure that your patients continue to pick you for their dental needs?

In marketing, this potential loss of patients is referred to as patient attrition, and it is a problem all businesses have to deal with. But when it comes to an area like dentistry, which can be subject to sudden insurance policy changes that are outside your control, dentists must rely on online marketing tools in order to keep patients returning.

How To Mitigate Patient Attrition

Let’s start with the cold, hard truth. In an environment where external changes are common, some patient attrition is unavoidable. However, by using some of these handy tips, you can mitigate the problem and ensure that your dental practice has a constant influx of satisfied patients.

  • Online Marketing: As obvious as it sounds, practices that have little or no online presence are less likely to retain patients. If a person is looking to follow-up on dental care and finds it difficult to access their records online, receive updates about closures on social media, or request appointments on their dental practice’s website, they will likely search for a more tech-friendly replacement. In this day and age, social media has become customer service, and it starts before your patients even call! Make sure to keep your website and social media accurately updated with your current policies and services.
  • SEO: We harp on it a lot, but Search Engine Optimization is absolutely key for any practice trying to retain patients. In an ocean of Google search results, using an app like Google SEO can help your listings rank higher on searches. According to a recent study on appointment reminders, text messages and e-mail are increasingly ineffective ways to keep patients updated. The reality is that most people leave their texts and e-mails unopened, especially when they contain obviously standardized messages. A good SEO strategy not only attracts new patients, but helps old patients find your site again if, like many people, they don’t respond to standard reminders.
  • Online Reviews: Patient feedback is your friend! Make sure to publicize your online reviews on an easy-to-access section of your website. 67% of people will consider leaving a review for a positive experience. This means that satisfied, responsive patients are walking marketing tools for your practice.
  • Give Your Marketing Effort Time: If you’ve recently launched an updated website or retooled your digital marketing in any way, giving your new approach time to work for you is important. Marketing efforts can snowball and pulling the rug out from under your new strategy in order to retool it too frequently can erode patient trust. Make sure to put forward a consistent, informative marketing aesthetic in order to avoid attrition.
  • Reach Out: The quest for patient retention does not start or end at the office door. Use all available messaging services, including text and direct mail, to thank patients for their visit, remind them of any additional appointments, and follow up on their dental health. Make sure to use original, or original-sounding messages to come off warm and approachable. Avoid generic text like the plague. Some patients might not read it! But the ones that do will feel a personal connection to their dental practice.

Whether you are thinking of kickstarting a successful marketing campaign, or want to improve your pre-existing marketing efforts, ProspectaMarketing can help you attract and keep new patients so that your practice can continue to grow! We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

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