1. Failure to embrace a hyperlocal SEO strategy
Where local SEO focuses on cities, districts and regions, hyperlocal SEO gets more granular, focusing on neighborhoods, towns, streets and areas surrounding well-known landmarks. The benefits of embracing a hyperlocal SEO strategy include:
- A simpler search journey for the patient
- Reduced competition among other practices in your location
- High-intent phrases such as “near me” or “near to” are more often paired to hyperlocal locations
2. Missing out on voice and mobile search trends
A Forbes article noted that 50% of all searches will be voice searches by 2020, citing a ComScore projection. With the rise of smart home devices and with voice assist technology becoming more advanced, more users are turning to voice search. Local searches are now leading around 50% of mobile visitors to visit stores within one day, 18% of which convert to a sale. It is more important now than ever to adjust SEO and PPC targeting to capture search phrases associated with voice and mobile search.
3. Following up less than 5 times
In a perfect world, a patient would contact your practice and schedule an appointment after one interaction. Sadly, that’s not always the case. In fact, nearly 80% of sales require five or more follow-ups after initial contact. In a recent report survey by Propeller, they discovered that nearly 92% of salespeople gave up before the fifth try! Getting even more granular, 44% of most salespeople gave up after the first attempt, 22% gave up after just two rejections, 14% after three and 12% stopped after four. That leaves only 8% of salespeople who followed through to the most important touch point for converting a potential patient. The “one-and-done” days of scheduling a potential patient are done. This is why also why lead nurturing is so important as an internal marketing strategy for new patient increases. According to Propeller, nurtured leads typically resulted in a 20% increase in sales opportunities and tended to spend 47% higher on services in comparison to non-nurtured leads.
4. Focus on vanity stats
Although it’s not bad to monitor and track keyword rankings, traffic sources and engagement statistics, such as bounce rate and time on a website, the most important metrics are those that correlate to actions that result in added revenue to your practice.
- The Initial Action (a click) – When a user sees your brand or service do they take an initial action by clicking on the link?
- The Intent Action (a conversion) – Once a user performs the initial action, are they compelled enough to perform an intentional action? By intent action, I mean a call, a download or a form submission. In other words, this prospect has shown intent to become a patient of your dental practice.
- The Final Action (an acquisition) – Now that you have converted a prospect by getting them to call or submit a form, can you turn them into a paying patient?
Where a keyword ranking or changes in page views may be difficult to measure, action stats are easily quantifiable and relate directly to return on marketing invested (ROMI).
Eager to learn more? We’ve helped hundreds of dental practices just like yours increase patient inquiries. Contact a dental expert for a complimentary 30-minute consultation.