In our first article on dental marketing mistakes, we covered two mistakes that are specific to your online marketing presence, and why you may want to avoid them. Those particular mistakes were related to not working with professionals, or at the very least, not having a professional system in place to handle web design and demographic tracking.
In this article, we’ll review two more mistakes that you can make as they are related to working with marketing companies, and how they could be effecting your business.
Too Much Trust in The Wrong People
When it comes to marketing, you’ll see terms like SEO, PPC, local search, and the like thrown around in landing pages and sales pitches. They sound nice, but they don’t mean much if they aren’t being handled by people who know what they are doing. One of the biggest mistakes that you can make with your marketing is putting it in the hands of a company you aren’t familiar with, with absolutely no referrals or research.
When you’re investing a significant amount of money per month, you should be getting what you pay for. Not every SEO and marketing company is the same, and not all of them will use tactics and tools that are up to date. In online marketing, even being a few months behind the curve of a search engine algorithm drop can mean a greatly reduced return. Not only does a firm that’s behind the curve hurt your potential, it can even hurt your current reputation by using questionable methods, like paid comments, spamming, and more. Always keep an eye on your marketing partners; those on the up and up will gladly answer questions, share information on current traffic numbers and keyword trends, and more.
Not Enough Genuine Content
Whenever you’re working with a marketing firm, it’s easy to let them generate content for your pages, but keep in mind that your average internet visitor has seen content on other pages before. If it looks strikingly similar, then it could ring hollow for the reader. While it is important to make sure that you have information on procedures, a history of your practice, and other details, it’s also important to make sure that your site has its fill of genuine, human content.
One way to avoid the issue of “cardboard” content is to make sure that you’ve got personal input throughout the process. By giving feedback on tone, targeting the right keywords, and making sure to read through it all yourself, you will be able to determine what the reaction would be from the reader’s perspective. That can be key in getting the right engagement numbers.