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Dental Marketing: The Complete Beginners Guide To Grow Your Business

dental marketing

The fundamental beginning of your dental marketing strategy to grow your business starts by understanding three things: 

  1. Where your current patients are, 
  2. Where your potential patients are, and 
  3. How to get your dental practices to where they are as often as possible. 

It sounds simple. However, if you don’t implement the right strategy in your dental marketing, it’ll not futureproof your business. 

This guide will show you the fundamental dental marketing strategies you need to know to grow your business. So with that said, let’s begin. 

It All Starts With Your Branding

You can’t move ahead unless you know what your brand stands for. Also, you need to know what you can offer your patients that is unique to you compared to your competitors. Your logo, website design, and even your social media voice will all be part of your branding. 

Let’s find out what you need to know. 

What Is Branding?  

dental marketing
Image by vectorjuice from Vector

Branding means giving meaning to your company’s products and services. 

It allows your customers and potential customers (also called leads) to get to know, like, and trust you more. And that helps them to make more frequent purchasing decisions.

Emotions influence purchasing decisions, and consumers do business with dental marketing companies they can trust. So one of your brand’s primary goals should be to foster trust and meaningful connections.

Remember your brand:

  • Represents your promise to your customers. 
  • Inform your patients (and potential patients) about the quality of your services, workplace, and staff.
  • Distinguish your product from your competitors. Even if there’s no significant difference in your services, the experiences can differ. 
  • Your brand is defined by who you are, who you surround yourself with, and how you want people to see you. So branding refers to the various ways you create your company’s image in your customers’ minds.

Good branding gives patients a reason to choose your services over your competitor’s. 

How To Position Your Dental Practice 

Brand positioning makes it clear and straightforward for your clients to understand what you offer. And how that offer uniquely differs from your competitors. 

The sum of all the numerous methods you use to communicate what you stand for is positioning.

Let’s go through the fundamental brand components.

Fundamental Brand Components  

Understanding the essential brand components will help you develop one that will resonate with people in your industry. It’s one of the crucial dental marketing plans you should focus on. Let’s go through each of them.

1. Your Brand’s Mission Statement 

Your brand’s mission statement explains why you’re in business. And what impact you want your practice to make on your local area and, potentially, the world.

A mission statement is a clear, simple, and concise statement that explains the reason for your company’s existence. 

As you develop your dental internal marketing ideas, create a mission statement that reflects your brand’s beliefs and the impact you wish to make on the community and the world. Here are a few examples: 

  • We srive to give our clients the outstanding quality dental care in a comfortable, relaxing, and welcoming environment.
  • It’s our goal to make every patient we see feel as relaxed and at ease as possible, creating a family atmosphere conducive to a positive dental experience.

2. Your Brand’s Vision 

Your brand vision answers the question, “What’s your company’s big picture or main goal?” Remember that it should be simple, concise, and easy to understand.

Your brand’s vision must be feasible and quantifiable to track its progress easily and convey its progress internally.

3. Brand Guidelines 

Brand guidelines (also called style guides or brand books) are a collection of guidelines that describe how you should present your brand. 

Brand guidelines ensure that your brand has a consistent look across your interactions with customers and potential customers.

Create a single document that everybody in your dental company can read and understand. That way, everyone will be on the same page and know how to represent your brand well. That’s why it’s advisable to incorporate the brand guidelines into your dental internal marketing ideas.

The ideal brand guidelines will reflect and support a company’s goals while setting itself apart from its competitors. 

You can check out Colosseum Dental Group’s brand guidelines to see what we mean.

4. Logo 

Your dental practice’s logo is a symbol, visual, emblem, or styled text used to identify it. In many cases, your logo will be the most widely recognized component of your brand.

Your logo should be simple or abstract, but it should convey your company’s goal, meaning, and personality.

5. Website 

digital marketing for dentist
Image by Coffee Bean from Pixabay

Your company’s digital presence is your website. It’s one of the most important dental marketing strategies you should take seriously.

Your website will be a potential patient’s first impression of your office in many circumstances. So it’s critical to your online success.

We’ll cover more on this section later. 

6. Media 

Media assets help you convey your brand’s story to create an emotional bond with your patients. Images, movies, ads, product explainers, team photographs, and so on are common examples.

Having high-quality visual assets, such as photography, videos, graphics, etc., will help you create trust much faster with your customers and significantly boost your company’s credibility.

On the other hand, not having high-quality and unique images (and relying solely on stock photos) will negatively affect your dental marketing efforts.

The consequences can be devastating. For example, stock photographs can increase ad prices, decrease lead volume, reduce sales conversion rates, and negatively affect your bottom line.

Use Your Dental Marketing Strategies To Understand Your Target Audience

After establishing your brand, you’ll need to determine your target audience. And your target audience will depend on your speciality and brand.

For example, pediatric dentists treat children. But research will show you to target mothers, not children. And the reason is quite obvious – mothers are the decision-makers, not children. 

Dentists specializing in high-priced cosmetic services may target patients who have a high income or fall above certain income thresholds.

If your audience is divided into several niches, that’s great. List all of them so you can keep track. You’ll have to create personalized campaigns for each of them. And that’s because patients come with their pain points, needs, and objectives. 

Find Out More About Your Competition 

dental marketing companies
Image created by Christina on Unsplash

The first thing most companies do is research their competition. Even though it’s an effective dental marketing plan, that shouldn’t be your first step.

It’s highly effective to get a fair idea of what you want your company to be first. Then, you adapt or change your digital marketing strategy for dentists, if necessary.

This process helps you stay on course with your company’s true vision. From there, you can make any relevant changes where needed. 

Examine what your competitors offer regarding pricing, services, and branding to patients. Are there other things you could do differently? What makes you think you’ll be able to compete?

Also, check their marketing campaigns, including their dental social media marketing ideas and pay-per-click advertising. SpyFu, for example, can assist with this.

Tools like SpyFu can help you look at your competitor’s marketing strategies, PPC marketing, and social media campaigns. Then ask the following questions: 

  • What’s working for them? 
  • What gets lots of shares on social media? 

However, remember not to copy your competitors. Instead, your goal is to learn from them and improve your marketing campaign. 

What’s Your Unique Value Proposition? 

After determining your target audience, choose one niche to start with if your audience has numerous niches. Next, consider what your competitors are doing and what you believe your brand can provide patients that is both unique and beneficial.

For example, can you reduce your price so that patients with tight budgets can access your services? 

Pediatric dentists may provide value propositions ranging from “fun” to “gentle” to “customized for your child’s needs.” In addition, holistic dentists will provide effective but non-traditional treatments for individuals concerned about specific pharmaceuticals or chemicals.

Perhaps you provide extended hours or weekend appointments to help professionals avoid taking time off. Because different things appeal to different people, you have to design multiple value propositions for each niche within your audience.

Remember that value proposition as you proceed with your dental marketing strategy because it will become critical in all future marketing campaigns.

Evaluate Your Budget 

What is the maximum amount you can spend on marketing campaigns? This is a crucial aspect of a dental marketing strategy because it determines how much you can market through paid channels. And, in some cases, which channels you should be on.

As you review your budget, consider your expected customer acquisition costs if you don’t already know them. Then, compare them to how much profit the average new patient brings into your office.

For example, if you get $130 for the first appointment and 10% of all the people click on your ad convert, you can manage to spend a little more on marketing. 

Choose Your Dental Marketing Strategies And Platforms 

digital marketing agency for dentists
Image by Alexander Shatov on Unsplash

After completing almost all of your research, you’ll need to decide which marketing platforms and strategies to use based on your target demographic, value offer, and budget.

The following are some of the paid options:

  • Creating and distributing flyers and postcards in your town will help you connect with your neighbours.
  • Pay-per-click ads, such as Google AdWords or Facebook Ads, can put you in front of people actively searching for you and who fulfil your target audience’s requirements. In addition, these ads are quick and reasonably inexpensive, and they can drive traffic to your website with far less effort on the client’s part than calling after seeing a postcard.

The following are some somewhat inexpensive methods (minus the cost of time and hiring someone else to do it:

  • Content marketing can help you improve your SEO while demonstrating your knowledge and building patient relationships.
  • SEO is a strategy that can help you rank better in search engines. For the best results, put a lot of emphasis on local SEO.
  • Dentists should use the best dental social media marketing ideas, particularly on Facebook.

Choose the strategies you believe will be the most effective and allocate your budget accordingly.

Run Effective Dental Marketing Campaigns 

This is probably the easiest part after everything you’ve already accomplished. You’ve completed your research and planning, and now it’s time to put your plans into action.

If you decide to run them yourself, be sure to brush up on your copywriting skills and how to employ CTAs (call to action) effectively. 

Usually, this stage involves a significant amount of time and knowledge to achieve good results. That’s why many dental practices outsource these campaigns to individual marketers, copywriters, PPC/marketing specialists, and other digital marketing agencies for dentists.

Track Your Dental Marketing Progress, Adjust, And Repeat.

Dental marketing strategies are an ongoing process. That’s why you always need to know what’s trending and what’s obsolete.

Keep a close eye on your campaigns and, if feasible, measure the crucial KPIs. This is much easier to do with online campaigns. You can use tools like Google Analytics, AdWords Manager, and Facebook Insights to see who is engaging with your content and how it is generating leads.

On the other hand, dentists have a specific edge when tracking offline marketing materials in a way that many eCommerce businesses don’t. For example, when new patients come in for an appointment, make it a habit to inquire how they found you. This increases the likelihood that they will respond.

They’ll inform you if you were suggested by Facebook, a flier, Google, or a friend. In addition, you can track which ads and marketing campaigns deliver the most results for you.

Adjust your campaigns once you obtain the data. And that’s because those Facebook ads may have had a lot of clicks and impressions, making them seem great at first glance. But only a few people may have scheduled an appointment using your online program. 

You may discover that handing out postcards, implementing a referral program, or using AdWords was more beneficial, even though it was expensive.

Increase your investment in what’s working, change what isn’t, and repeat.

3 Core Areas To Focus On In Your Dental Marketing 

Every dental marketing campaign’s success or failure is determined by how well it attracts leads and converts those leads into patients. It then delights those patients to the point where they become referral sources for the business. 

You need to focus on three core areas: website design, SEO, and social media. Of course, these have sub-branches, and we’ll go through them. 

Let’s begin 

The Core Elements You Need On Your Dental Website

A fantastic website is, without a doubt, the most valuable asset a dentist can have for their dental office. In addition, it is unquestionably the most valuable asset for recruiting, converting, and pleasing patients and prospects. 

Nothing else a dentist has or has access to draws potential patients and keeps them with them from their first session to their last. 

Algorithms for search engines are constantly changing and evolving, and so should you. Your website is a valuable asset that has to be improved regularly, and setting it up with no updates will get you nowhere quickly. 

This does not imply that you must rebuild your website every year; instead, you must be willing to change. Several vital features must always be integrated into your website, such as live chat, etc.

Essential Elements To Needed In Your Dental Website

digital marketing strategy for dentists
Image by Mudassar Iqbal from Pixabay

1. Your Site Must Be Optimized For Mobile Users

Responsive web design was once thought to be a brand new phenomenon with only a few websites using it. 

Mobile responsive site design went from a luxury to a necessity. As of July 2021, mobile devices accounted for 56.75% of all web traffic.

If your website is responsive, Google will give it a higher ranking when consumers search for it on their mobile devices. Websites that are merely mobile-friendly or are not optimized for mobile use will be ranked lower. All devices must be able to access your website. There’s no avoiding it.

2. Fast Websites Rank Higher

The speed of a website’s visitors is more important than nearly any other consideration. Therefore, they are more concerned with speed than any fancy designs you may include on your website. 

According to statistics, if a mobile site takes more than three seconds to load, 53% of visitors will leave your site. That’s how important your website’s speed is.

You can schedule a free consultation with us to help you analyze your site’s speed and more.

3. Use Secure Sockets Layer (SSL) To Secure Your Site.

In July of 2018, Google began marking websites without SSL as “non-secure” in the Chrome browser. Your data is protected by a secure socket layer (SSL). When your website visitors are potential patients, data security is not something to take lightly. 

Personal information is more vulnerable on websites that don’t use SSL protection. Adding SSL to your website is simple, inexpensive, and essential.

 4. Use Live Chat To Break Communication Barriers 

Live chat is one of the most popular website design features. Fifty-one per cent of consumers feel that a business should be available at all times, and 92 per cent are satisfied when they communicate with your dental practice via live chat. 

You can answer queries at any time, collect customer information, and even organize appointments by incorporating live chat into your website design. This is a great approach to generate leads and fill up your calendar with appointments. 

It also frees up your phone lines, allowing your employees to address emergencies. 

5. Include Educational Videos On Your Site 

Many visitors who come to your website want to learn more before making an appointment with you. You may highlight your practice and explain different procedures to your patients by integrating educational videos as part of your website design.

They will obtain the necessary information before scheduling an appointment.

Consider the videos as a way to get leads to warm up before converting them into patients. Many of the patients’ inquiries and their worries are answered in the videos. This will also save you time because you will be educating your patients online.

6. Get Credible Online Reviews 

About 90% of internet users read online reviews before choosing a local service, including dental offices. Regrettably, some dental practices don’t display reviews on their websites. But you can allow patients to submit reviews on your website or import reviews from third-party sites like Yelp. 

Then you may either establish a review page for your site or sprinkle reviews across the pages. The reviews must stand out and be easily accessible to readers in either case. Adding reviews to your website is a simple way to increase appointment bookings.

7. Strong CTAs Can Boost Your Appointments

Every page of a dentist’s website should feature a call to action (CTA). CTAs might vary depending on the page, but they could include telling people to contact you for an appointment or filling out a form to receive a free download.

CTAs should be clear and concise to generate leads and new patients.

Bad Practices To Avoid On Your Website Design 

Best practices aren’t the only thing to consider in dental marketing. The best designs also steer clear of typical mistakes. Here are some common mistakes you should avoid.

1. Less Content On Your Dental Website 

If you provide a variety of dental treatments, you may want to group them, so you don’t have to create material for each one. 

Your website, on the other hand, must educate visitors. Spend the time necessary to generate unique content for each service. Include an “About Us” page, a homepage, and other pages to ensure that your visitors can locate what they need on your site.

2. Don’t Overwhelm Your Visitors. 

Your website’s information should be broken up into manageable chunks. People will be overwhelmed if they only see a wall of words. Instead, break up the content using images, videos, and whitespace.

3. Avoid Bad SEO Practices 

If you don’t include SEO principles in your website design, no one will be able to find them. However, there’s a lot to consider regarding keywords, title tags, and alt tags. 

If you outsource reliable and reputable dental marketing services, they can help you rank your site. They can also help you to avoid any bad practices that can get your site penalized by Google.

Talking about SEO bad practices, let’s find out more about SEO. 

Dental Marketing: How to Rank Your Site In Search Engines 

dental social media marketing ideas
Image created by pikisuperstar

A results list would appear if you typed in “dentist near me” on Google. Google selects these results depending on SEO. It matches keywords typed into the search box with websites that optimize for various ranking keywords.

If the search engine optimization technique is better, your site will rank better on search results. Therefore, to receive as much organic (free) traffic as possible, you want to be on the first page of Google’s listings. 

The number of clicks you receive is directly proportional to your position. 75% of people never click on the second page of search engines. So it’s important that you get to the first page of Google search results.

You must address numerous SEO ranking factors to make it to the first page of the results.

However, you can also reach the main page of Google and other search engines if your dental marketing effort covers each factor explained earlier. But you can hire top dental marketing companies to help you with your SEO marketing efforts.

Important SEO Factors To Know In Dental Marketing

Search engines consider both on-page and off-page ranking factors when selecting where your site will appear in the search results. Let’s go through each of them.

On-Page Ranking Factors 

The search engine optimization strategies you use on your website are on-page ranking factors. Search engines crawl websites regularly to gather information.

So when users do online searches, your SEO methods help search engines understand what your site is about and where it should rank.

The greatest websites focus on:

  • On-Page and Outbound Links 
  • Content 
  • Title Tag 
  • URL 
  • Images

This can be complicated if you’re new to SEO, so let’s break down each on-page ranking component.

Create High-Quality Content 

The ideal SEO technique for website content has evolved significantly in recent years. A few years ago, dental clinics would pack their websites with keywords to get to the top of the search engines.

Search engines, however, discovered they weren’t providing high-quality content to visitors. 

As a result, dentists must balance keyword density and high-quality content. Choose keywords that your patients use to find information and utilize them as a starting point for creating helpful content for them.

Your content should be timely, relevant, and easily shareable. Therefore, you need a blog, in addition to information on the main web pages, to provide up-to-date content produced regularly. 

Long-form guides and eBooks are other choices because they are often more detailed and rank well online.

Title Tags

The importance of title tags for on-page SEO cannot be overstated. You probably already have a website, but search engines will have difficulty extracting the information they need when scanning it if you don’t use title tags.

Title tags appear in the search results. Do you remember the “dentist near me” example we discussed earlier? The title tag is the blue hyperlinked sentence.

You’ll need a title tag that’s both descriptive and keyword-rich.


Once upon a time, SEO professionals advised exact-match domains. For example, if you have a dental business in London, your URL might be “LondonDentist.com.” However, exact match domains are no longer required. Because some bad marketers exploited them to spam readers, Google now associates exact match domains with spam.

Rather than relying on exact match domains, you should invest some SEO resources in your URL hierarchy. This refers to the URLs that appear while visitors navigate through your site.

Assume your website’s URL is “example.com.” Someone goes to the website’s home page and clicks on “services.” “example.com/services” should be the URL.


dental marketing services
Image by EstudioWebDoce from Pixabay

On your dental practice’s website, you should add lots of images. People are naturally visual, and if they simply see a wall of text on your website, they will become overwhelmed and quit.

Images do more than only keep visitors to your website interested. You may utilize alt text to increase your SEO campaign by employing photos. These tags inform search engines about the nature of your photographs.

The best alt text tags include descriptive keywords, allowing search engines to match your images to searches.

According to Alexa, it’s an excellent practice to utilize at least one image or graphic on a page to help increase your SEO rankings.

On-Page and Outbound Links 

Your dental office website should include links to authoritative sites as part of your SEO plan. When you link to an authoritative site, you increase your reputation with Google and other search engines.

Linking to the American Dental Association, for example, will improve your SEO.

An on-page linking strategy is highly essential in your dental marketing. You have to link relevant pages on your site so that Google can understand how your sites are connected.

What Is On-Page SEO? 

With your on-page SEO effort, there are also technical considerations to consider. Google wants customers to have the best experience possible, and if your website’s technical aspects aren’t up to par, you’ll suffer as a result.

You must handle the following technical SEO factors:

  • Crawl Reports 
  • Site Load Time 
  • XML Sitemap 
  • HTTPS Status Codes

If you aren’t familiar with search engine optimization, this might be confusing. That’s why it’s a good idea to hire top dental marketing companies to help you with your SEO campaign so that everything runs smoothly.

What Is Off-Page SEO? 

Off-page SEO refers to actions conducted away from your website to create your SEO campaign. You may believe that you have no control over these events, yet that’s not the case. You can also control these aspects with a well-managed SEO effort.

One of the most significant off-page SEO factors is link building blogger outreach, content syndication, etc. Remember how you want to develop credibility by linking to authority sites? Having those sites connect to you will also help you get credibility.

The best approach to accomplish this is to create and promote high-quality content.

Other off-page SEO strategies include:

  • Brand Mentions 
  • Social Media Marketing 
  • Influencer Marketing

Local SEO Can Help You Rank In Your City 

Getting to the top spot on Google is a tough competition. When potential clients search for a dentist in their locality, local SEO helps dentists rank on the first page. Did you realize that local information accounts for 46% of all Google searches? This involves looking for dental practices.

If you want people to see your website when searching for local dentists, you must implement a local search engine optimization (SEO) strategy. Your practice will therefore show when customers search for “dentist near me” or “dentist in (city, state).” 

Adding Social Media To Your Dental Marketing Strategy

One of the best digital marketing for dentists to use is social media. You should consider social media a tool your clinic employs rather than something that you ‘own.’

Social media helps you connect with potential and existing patients. It also tells them about your dental practice’s brand. Facebook alone currently has 2.80 billion monthly users, including your patients.

As a dentist, you may believe that you only sell dental services such as tooth cleanings or veneers. But what you are genuinely selling is health, confidence, and trust. This is your brand’s story, and social media allows you to tell it.

Patients are researching products and businesses online more than ever before purchasing. Social media plays a significant role in this research process, and now is the moment to begin influencing their decision through your dental social media marketing ideas.

Final Thoughts

As explained in the guide, dental marketing is an ongoing process. Things are constantly changing. So you need to keep up with the trends to always be on top of your game. If you’re starting a dental business, use this guide as your blueprint.

However, as you can see, it involves a lot of work. Therefore, we recommend outsourcing the best dental marketing services, especially with your SEO efforts. That’s where we come in.

LiftedWp offers you various SEO services guaranteed to bring you more customers through the best digital marketing for dentists. Contact us and let’s grow your business together.

Dental Marketing FAQs

Yes. It’s essential to implement the best digital marketing for dentists. Without a realistic marketing plan, your business won’t last long. A dental marketing plan defines what you want to accomplish. It determines your mission, vision, target market, etc. In short, you take control of your business.

This type of marketing allows you to connect with your patients via social media, e-mail, search engines, and websites. There are hundreds, possibly thousands, of potential patients searching for your business in your local area. Digital marketing, when done correctly, will drive these people to your site, thus, gaining more customers.

There are several ways you can market your dental practice online. Some include investing in long-term SEO strategies, optimizing your site, creating high-quality content, using social media and video marketing strategies, etc. You can check our guide to find out more.

Make it simple for your patients to book appointments. Build a meaningful relationship with your patients. Also, establish yourself as a professional both online and offline. It’s also advisable to respond to all online reviews. And take the time to set up your Google My Business.

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