Posted on 4/13/2016 by Wendy Hensley, Marketing Manager
WEO Media is pleased to announce that one of our partners, Ian McNickle, is partnering with Dr. Lou Shuman, president and CEO of Cellerant Consulting Group and chairman of the WEO Media Technology Advisory Board, to write a monthly column in Dental Products Report (DPR).
This month's column featured a discussion on the dental teams role in dental marketing.
DPR asked: "Can social media, website development and online marketing be run by the dental team?"
Dr. Shuman and Ian McNickle: Though a dental team is critical to supporting these initiatives, it's impossible for a team member - based on time alone - to evaluate the exhaustive amounts of updates and algorithm additions that occur from Facebook, Google, YouTube and LinkedIn on a constant basis.
It would be similar to asking your manager to do your taxes without an accountant. Your manager can support your accountant, but there are many rules and regulations that an expert accountant needs to understand, not to mention all of the new rules added each year that they must absorb. It is not dissimilar to why one needs an online expert to support the practice.
Here are a few key issues we see frequently when evaluating the online presence of an office:
Videos on your website and social media channels are great for improving engagement, but most videos need to be properly optimized to help Search Engine Optimization (SEO) performance.
Facebook is frequently changing their tools and plug-ins for businesses. There are numerous strategies on Facebook to generate patient referrals and new patients, but a poor strategy can lead to a lot of wasted time and money.
Google makes around 500-600 changes per year to their algorithm. It's nearly impossible to keep up with the changes unless you enlist an SEO professional to support you.
While paid ads on Google and Facebook can be a great way to generate website traffic and new patients, the majority of businesses, working without expert guidance, pay far too much for clicks.
Over the next few months, we look forward to sharing more on each of the topics above. These topics are key to a successful online dental marketing strategy.