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Social media will play a bigger role

Social media is already a large part of modern dental practice marketing, but many analysts predict it will play an even bigger role. Part of this is due to the younger generations getting to the age where they’re independently searching for dentists. With many of the younger generations more social media savvy, having a dental practice that’s active and effective on social media will be key to securing new patients.

Video marketing will boom

Creating original video content can be expensive and time consuming. Yet many digital marketing experts predict video content marketing will continue to grow in upcoming years. A part of this is due to internet users spending one-third of their time online viewing video.

Not only will video marketing grow, but the type of videos will continue to grow as well. Rather than general promotional videos, users will expect to see “meet the staff” videos, informational videos on various conditions, and so on. Much like content marketing, the videos will have to do more than market your business; they’ll have to showcase your expertise and the people powering your practice.

More on video marketing:
YouTube 101: Video marketing basics for healthcare providers

Interactive content will become commonplace

Many practices, whether in dentistry or otherwise, offer tools and pieces of interactive content. These assets can help visitors determine potential causes of their pain, estimate insurance costs, or get recommendations on diet.

As more and more practices continue to adopt interactive content and tools, it will become expected that every practice has their own offerings. Investing the funds necessary to create interactive content now could pay off even more, as you’ll be ahead of the curve and stand out even more while your competition catches up.

Community newsletters

Dental advertisements in local community newsletters are a great way to reach local patient prospects and establish your presence in the community. Associating your brand with community publications and sponsoring community events will raise awareness and position your practice as a community-minded business. Balance advertisement costs against circulation numbers and proximity.

Google ads

Google Paid Search is a great way to target both highly specific and broad search terms. Although organic marketing efforts can eventually get your site to the top of Google’s search results, paid search advertising, when used effectively, guarantees that anyone local to your area searching for your services will see your brand and be able to link to your site.

Facebook ads

Paid social is different from paid search in many ways, though both work by displaying ads to your target audience. Although paid search works with search queries, Facebook ads work by targeting defined audiences with specific online behavior. So, while potential patients might not be actively searching for a dentist, they can become familiar with your brand.

A great way to look at Facebook ads is to think of them as advertisements in community publications, though with much more granular audience targeting. Did you know that 80 percent of healthcare decisions are made by women, according to the U.S. Department of Labor? Facebook ads allow you to specifically target females to conserve ad spend and increase the likelihood of conversion.

More on Facebook ads:
Facebook advertising for healthcare practices: Everything you need to know
Healthcare marketing trends 2018: Targeted advertisements

Direct mail: dental postcards and brochures

In the dental industry, direct mail still has a place. Dental brochures, postcards and newsletters can be very effective in acquiring new patients, especially patients who do not own smartphones or are not internet savvy. Though direct mail can be expensive, its conversion rate will likely offset costs. Even in cases where there is not an immediate ROI, it still proves an effective dental advertising tactic, especially for new practices, by bringing in a first wave of patients who then spread the word, engage on social media, and submit online reviews.