Many people think that blogs are meant to be read. The truth is, they are, but not by whom you think. A solid dental blogging strategy is based on the principal that posts will be read and indexed high by search engines, increase popularity of your dental website, and expand your online presence; people reading your blogs is a secondary goal, at best. I’m not suggesting you publish garbage. Google knows good content from bad, original from copied. Furthermore, as a professional, your reputation is at stake. You must publish well thought out, informative blogs that make you appear to be the expert.
How many blogs does it take to get a new patient?
Google holds over 90% of the search market, so wise Internet marketers look to Google for advice. On the Google Webmaster Tools Blog, the experts at Google tell us in no uncertain terms that content is king. To rank high consistently, you need original, informative text on your website and in other places – like on a blog, dental service or location microsite, and in articles. What Google does not tell us is how much content is best. For that data, we look to research.
Hubspot is a respected online marketing company. Their research shows, for companies that post more than one blog per day, 98% acquired a customer. Of those that post once a day, 78% have acquired a customer. And for those posting two or three times each week, 70% have earned a customer through their blogging efforts.
Other research shows, small companies (with fewer than 10 employees) benefit most from blogging. In my experience in dental marketing, I’ve found that dentists should post 3 times per week to be competitive, and in metro areas where competition is greater, daily blogging is best (5 blogs per week).
Is blogging cost effective?
If you consider that, on average, most dentists pay $200-500 to acquire a new patient, and your Internet marketing costs show a lower cost per patient average, then blogging is worth the investment. Keep in mind, alone, blogging is not a comprehensive SEO and Internet marketing strategy. You need a completely optimized website, filled with original text, on an SEO friendly platform. In addition, you must add content to your website a few times a year so that Google sees the site as fresh. Publishing articles with backlinks to your website is a supplemental strategy, as is guest blogging.
Our highly aggressive clients spend $700-1200 per month on SEO content and maintenance, and they boast new patient numbers in the 30s each month. Most attribute about half of these patients to their Internet efforts, the others to local marketing, print marketing, and referrals. So, let’s say a dentist spends $1200 a month on Internet marketing, and he yields 10 new patients per month as a direct result. The cost per patient is $120, well below the average.
We do not guarantee these numbers, but we’ve seen them to be true for many of our clients, and we know that return on investment, ROI, is an imperative analysis for success in business.
How fast does blogging pay off?
You need to build up an arsenal of indexed blogs to see good numbers. Each blog you post is indexed and archived, so in essence, you’re creating another landing page, another eternal entry portal, to your website, with every blog. Let’s say you blog 3 times a week. That’s over 150 blogs in a year. After 12 months, you should be well on your way to getting good ROI on your investment. After two years, the ROI will increase, and so on. For these results, you must blog 3 times a week minimum, publish articles, and have a solidly optimized website, that’s continually updated and expanded.
Where do the numbers come from?
We have three different modules for traffic data: Google Analytics, WordPress tracking, and (in some cases) data from a cloud-based website service. In addition, we look at keyword rankings. Our dental marketing strategy is this: select keywords; determine how site ranks for keywords; identify low-ranking keywords; integrate those poor keywords into an editorial blogging calendar; after blogging on the keywords, take monthly data readings to assess ranking changes, alter the strategy accordingly. By continually assessing rankings and traffic, we see where we are, so we can strategize for improvement. MDPM Consulting does this, behind the scenes, for you each month. You can receive reports at any time, based on your package.
Interested in more new patients?
Call MDPM Consulting today for dental marketing success: 972-781-8861, or email us.