Why Localization Should Be a Must For Your Dental Practice
May 14, 2018
10 min read
In our last blog we talked about the importance of online reviews for your dental practice and how you’d have to list your practice to Yelp, Google My Business, and Facebook and ask people to explicitly review on them to start a self-feeding review cycle.
Other than gaining a lot of reviews, listing your dental practice on these website opens some other doors that can prove to be detrimental to the success of your dental practice.
Which doors exactly?
It brings you in front of your local audience who are searching for dental practices online night and day.
Say, you run a dental practice in New Jersey. If a person searches on Google for dental practices in New Jersey and your practice website is nowhere to be seen, he will choose one of your competitors and get on with it. That must not happen.
This is where Localization of your dental practice is so important.
You’ll have to be on top to let your local searchers find your practice instead of your competitor’s.
How? By claiming your listings in local directories.
Here are 3 reasons why you absolutely need to create or claim the listing of your dental practice in local directories -
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Increased exposure to hyper-targeted dental patients:
When it comes to local searchers, the buyer intent is super high and they are almost at the end of the buyer funnel looking for just the right type of services that will fulfill their needs.
According to a study, as much as 50% of all local searches convert to foot traffic the same or next day. So, capturing those laser targeted searchers gets easier when you are present on all the top ranking directories which cater to the dental space.
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Each valid listing will increase your authority:
We’ve stated before that local listings impact both search engines and people... searching on search engines.
With each valid local listing of your dental practice, Google will see you as an authority in the dental space around your locality and will start ranking your website higher in search engine results.
Searchers, seeing that your website ranks high on Google, will take you as an authority in your industry as well and prefer your practice over your competitors.
Also, being a part of the community is always great for building relationships with prospective patients and convincing them to try out your practice.
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Increase in rankings (including Google local business rankings)
Everything SEO related is done to increase the ranking of a website. And listing your dental practice on local directories is a sure-fire way to do that.Not only listing your dental practice in high authority directories increase your authority in the dental space, it will also increase your rankings in Google Local Businesses tab that often comes first in local search results showing the nearest places around you and mind you, that tab boasts some of the highest click-through rates on Google.
But what exactly are those high authority directories?
As we stated in the beginning, the biggest players when it comes to local directories are without a doubt Yelp and Google My Business. The best part, they also cater to national and worldwide audiences but primarily focus on helping local searchers as they are the ones who are most likely to convert quickly.
And conversions is what you need. So, maintaining a presence on such directories becomes all the more important to increase your local footprint.
For conversions, claiming your listings on these platforms is what you need to begin with...
Listing your dental practice on Yelp
Yelp is a goliath in the US. 90% of the people in the United States use Yelp to find local businesses and healthcare practices and 30% of those searches are for healthcare practitioners (including dentists).
Having more than 160 million website visitors a month is no big deal for them but if your dental practice is listed on a platform with such massive exposure, it can be a big deal for your practice.
So, here’s how to claim your listing on the platform -
Scroll down the bottom of yelp’s homepage and click on the ‘Claim your Business Page’
After clicking on it, you’ll be redirected to the ‘Yelp for Business Owners’ page where you’ll need to enter your practice’s name and street address to claim your listing.
Find your practice from all the listed local practices in the specified area and just claim your listing, it’s that easy!
After that, it’s just the task of filling relevant information of your practice.
On Yelp, try to submit genuine images of your practice and staff members to gain more credibility on the platform.
Listing your dental practice on Google My Business
Listing your dental practice on Google My Business is a sure-fire way to get more local eyes on your dental practice.
By listing your business in the Google local business directory, you’ll gain a lot of exposure amongst people searching on Google Search and Google Maps, which apparently is a lot.
To get yourself listed as a local dental practice, you’ll have to submit all your correct business details to Google. Don’t know how? Here’s how you can do it as well -
Go to the ‘Google My Business’ homepage and click ‘Start Now’. You’ll be redirected to their listing page where you can begin with listing your dental practice.
After that, it’s about filling all your correct practice information (you can have a look at our previous blog to know exactly what information about your practice you need to get listed on Google My Business).
Listing your dental practice on Zocdoc
Ever heard of Zocdoc before? Even if you haven’t, I am sure potential patients in your locality use this service to find dentists like you every day. It’s that popular.
Zocdoc is by far the most popular directory that caters directly to healthcare practitioners. With more than 6 million monthly users and 120 million annual searches, this directory is a goldmine for dentists.
Biggest disadvantage? Getting your practice listed on the platform is not free, you’ll have to pay a flat $3000 annual fee to get your practice listed.
But if you decide to get listed on this platform, the exposure you’ll gain it is tremendous. Zocdoc even lets potential patients book appointments of their chosen practice directly from their platform, which can really sky-rocket the patient traffic coming to your dental practice.
Letting patients book appointments online is why Zocdoc is so popular. We will be covering why this feature is so vital for patients in the next blog. So, stay tuned!
To get yourself listed on the platform, you’’ have to click on ‘List your practice on Zocdoc’ tab on the top right of its homepage.
After you click on ‘List Your Practice’, the process of getting your practice listed is almost the same as the other platforms mentioned above.
These 3 directories are not the only directories out there but are the one ones with the most authority in their space. So, it makes sense to target them first to get the ball rolling.
Know some more high authority local directories that proved to be useful in bringing some dental patients through your door? Let us know in the comments.
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Social Commerce for your DTC Apparel Brand
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By seamlessly integrating retail channels with social media profiles and followers' feeds, social shopping provides a unique opportunity for consumers to discover new products, explore emerging brands, and make purchases without ever leaving their social feeds. This convergence of online shopping and social interaction is proving to be wildly profitable, with social commerce generating a remarkable $475 billion in sales in 2020. According to industry experts, this figure is projected to skyrocket to a staggering $3.37 trillion by 2028, exhibiting an annual growth rate of 28.4%. For DTC apparel brands, social commerce is an instrumental element in their quest for success. These brands understand the importance of fostering direct connections with their audience, and social media platforms serve as a pivotal factor in achieving that objective. 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It is evident that change permeates the landscape for brands and retailers, necessitating a profound understanding of and adaptation to the evolving preferences and behaviors of this connected and discerning consumer base. Why Does Social Commerce Work For Fashion Brands? According to Statista, the number of social buyers in the United States alone reached a staggering 80 million in 2020, marking a notable 30% increase compared to the previous year. Experts suggest that the social commerce trend would have continued its growth trajectory even without the pandemic; however, COVID-19 acted as a catalyst, accelerating its expansion. In terms of monetary value, these consumers collectively spent around $27 billion throughout 2020. Retail experts predict that social commerce sales will witness a further surge of over 35% in 2021, surpassing $36 billion in consumer expenditure. Projections for the future paint an even more remarkable picture, with social commerce sales in the United States, expected to reach nearly $80 billion by 2025. The pandemic-induced spike in these numbers can be attributed to a significant shift in consumer behavior. Notably, consumers have become increasingly reliant on digital platforms, as highlighted by PWC's research, which revealed that over 50% of surveyed consumers reported a heightened digital engagement. Furthermore, the popularity of smartphone shopping has been steadily rising, outpacing in-store shopping since March 2021 by a two-percentage-point margin. Establishing a robust presence on social media platforms has proven to be a key driver of sales. Stores that maintain at least one social media account experience an average increase of 32% in sales compared to those that do not leverage social media channels. Social media platforms have also emerged as the go-to destination for product reviews, with a remarkable 84% of online buyers in the United States consulting these platforms before making a purchase decision. When it comes to discovering new brands and products, the younger demographic, specifically Generation Z, heavily relies on Instagram. Being a mobile-first generation, Gen Z utilizes Instagram as their primary channel for exploration, with a recent report from digital and creative agency Composed indicating that 60% of U.S. Gen Z shoppers utilize the platform for this purpose. While it is evident that capitalizing on the social media trend is crucial for the growth of e-commerce fashion brands, it is essential to know where to begin in order to navigate this landscape successfully and that is what we will break down for you! What Works in DTC and Social Commerce? Your Audience and Social Media: Your Audience and Social Media Consumers utilize social media platforms in a manner akin to their use of search engines, employing channels such as Facebook, Instagram, and Reddit as integral components of their purchasing journey. These platforms serve as valuable sources of information, allowing individuals to delve deeper into companies and products as part of their decision-making process. Moreover, social networks enable users to explore recommendations from their own networks, guiding them towards relevant offerings. In this manner, social media plays a pivotal role in connecting shoppers with their desired products and services. Over time, social media has transformed into a virtual marketplace, where users can engage with friends, brands, and creators, resembling the experience of perusing merchandise in a conventional store. Just as the likelihood of making a purchase increases with more time spent browsing in a physical setting, extended periods of interaction on social media platforms similarly enhance the chances of conversion. Customers tend to gravitate towards platforms they are already familiar with and comfortable using. Millennials and Generation Z, for instance, exhibit a preference for visually-oriented networks like Instagram, TikTok, and Snapchat. In contrast, Baby Boomers are anticipated to favor Facebook as their platform of choice. Women seek inspiration and ideas on TikTok and Pinterest, while men turn to Twitter and Twitch for their next potential acquisitions. Apart from the prominent platforms, there exist other social buying sites such as Kaboodle and ShopStyle, which provide users with the ability to curate personal style boards, compile product lists, and engage in blogging. Much like the experience of shopping together in a physical store, these platforms facilitate product reviews and direct recommendations among friends and social connections. Your platform of choice should depend on the target audience of your product/service. It is important that you invest your energy and resources in a directive manner. The Recent (and Relevant)Trends: Present-day consumers display a keen interest in exploring novel features offered by social media platforms. Their diverse connections and interactions provide valuable insights to businesses regarding brand discovery and purchasing patterns. Among various tools for social media targeting, livestreams have gained exceptional popularity. A notable 71% of viewers engaging with livestreams have made purchases through social media, with 48% expressing a desire to utilize in-platform commerce tools for future transactions. Looking ahead to 2023, a significant portion of customers, approximately 45%, will prefer to make purchases directly through their favorite social media platforms. However, these customers also expect a more streamlined and efficient experience. While Gen Z emerges as the demographic most likely to embrace this functionality, with 52% expressing eagerness to engage in social media commerce, overall expectations encompass faster browsing and seamless purchasing processes. Moreover, as the metaverse continues to gain prominence, consumers can anticipate the integration of virtual or augmented reality-powered shopping carts in the near future. However, the extent to which customers embrace this trend largely depends on their generational affiliation. Older customers are generally less inclined to adopt these advancements, while early adopters exhibit a willingness to pay a premium for such immersive experiences. Notably, over 80% of consumers who regularly engage with augmented reality (AR) and virtual reality (VR) technologies have already embraced social shopping, indicating their receptiveness to innovative approaches. Understand Influence: When making purchases on social media, 49% of buyers are influenced by targeted ads, while 4 out of 10 users are swayed by a brand's organic content. Some individuals (34%) seek recommendations from friends' posts or browse multiple social sites (34%) before making a decision. Throughout the purchasing process on social media, customers continue to rely on various influences: Friends Product comments, remarks, and reviews Brand familiarity Recommendations from significant others Among those aged 18 to 40, friends play the most crucial role in their purchasing decisions, followed by social media influencers. Millennials, Gen Z, and Gen X have developed increased trust in influencers, comparable to their trust in friends, particularly during the COVID-19 lockdowns. Baby Boomers, who are less influenced by Millennials, place greater trust in their significant others and friends. Trust plays a vital role in convincing individuals to purchase a specific product or service. Therefore, crowdsourced feedback or product reviews from strangers have the least influence on someone's buying decisions. Consumer’s Psychology The Recent (and Relevant)Trends One aspect of social shopping is the utilization of social proof and heuristic thinking. Consumers often observe what others are buying or have bought and take their lead from them. This is because people tend to view popular or dominant choices as the best and most valid options. It is a classic example of the power of peer influence. Social shopping features employ social evidence to encourage heuristic thinking in purchasing decisions. These features include Pick Lists, which provide insights into what people want and value, and Popularity Lists that showcase the most popular or remarkable products. Additionally, the Share Your Story tool allows consumers to offer human-interest testimonials or reviews, further influencing others' decisions. Follow the Leader Another psychological aspect of social shopping is the reliance on expert opinions and authority figures. Consumers have a natural tendency to trust the judgments of experts, regardless of what they say. This trust in expertise saves time and energy for users by relying on the knowledge and experience shared by authoritative individuals. Social shopping features take advantage of this tendency by incorporating Expert Reviews, which provide insights from niche leaders and industry experts. Referral-Generating Programs also play a role, as recommendations from trusted individuals within the community carry significant weight in the decision-making process. Follow Those You Like People often feel inclined to emulate and agree with individuals they like, admire, or find attractive. This tendency contributes to building social bonds and trust, as it is part of managing our image and identity through association. Social shopping features leverage this aspect by offering Influencer's Lists, showcasing the favorite brands, products, or services of influential individuals. Referral Programs create private shopping events or exclusive live-stream portals that are trusted by the social community. Additionally, Group Shopping features enable users to co-browse online stores together, allowing them to become influenced by the preferences of people they like and trust. In Conclusion Having a social commerce strategy in place is the current of doing business. To optimize yours, partner with Saffron Edge, a leading digital marketing agency with expertise in social media marketing and e-commerce. Contact us today to take your social shopping initiatives to new heights. ...
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How Video Should Be Used For Brand Building In 2019
Move over big chunks of content, users today prefer watching a snackable video instead for just about anything! Why? Because watching a video is simply more engaging than reading blocks of content and there’s an ever increasing number of users preferring to consume video content over anything else on the web. Users like Video so much that more than 85% of users would like to see brands produce more video content in the years to come. And brands are following suit. More than 80% of brands actively use some or the other form of video as their marketing tool and have admitted to continue using it for the next year as the ROI they’re seeing from videos is much higher than what they initially expected. And half of the remaining 20% of brands reportedly said that they plan to fire up their video marketing efforts pretty soon. So, there’s still time to hop on the video bandwagon for your brand if you haven’t yet started with it. But Why Videos? Video is the future of content marketing and brand building, there’s no denying about that. Depending on the way you use it, video can help your audience every step of their buyer journey and can generate a ton of awareness for the products or services you sell. Moreover, Videos help you connect with your audience in a way that plain blocks of content never can and helps spark emotion in your target audience. And when your videos emotionally connect with your audience, it fosters trust and makes them stick to your brand. But you’ll have to use videos strategically and carefully align it with the buyer journey of your customers to get the best results. So, here are a few ways to powerfully use videos to market your brand, stand out from the noise and gain a lot of exposure in 2019 - Share your brand’s story Every brand has a story behind its inception. Every brand has a purpose to fulfill.What better way to showcase your unique brand story with an engaging video? While blogs have been the go-to way for marketers to share compelling brand stories with their audience to make them trust their brand, video is quickly taking over. Publishing brand stories is all about making a glorious first impression, getting in the good books of prospective customers and quickly building an emotional connection with them and video is a perfect match for it. In your brand story video, try creating a video for your brand that clearly showcases what your business stands for, what customers can expect from your business and why your business is different from the rest to make an impact on your audience. Keep your product marketing to the bare minimum in your brand stories, rather focus on the values your products brings to the table. Barbie does it perfectly with their powerful video campaign that clearly showcases what their brand sells… dreams, not dolls. It is an engaging video which powerfully connects and leaves an impact on viewers and puts their brand in the best light possible. Showcase your products or services Videos are a great way to boast about your own products and services and sell it to prospective customers. Other than that, videos can serve as great product explainers tools as well. More than 95% of people agree that they watched a product explainer video to get a better understanding of a product. If you offer a complex product or a SaaS solution, showing a video that clearly tells users how to use it is always better and more engaging that throwing a full-fledged document at their face which elaborates the process for them. For example, Spotify, in their initial years when they were the first of its kind, marketed themselves with the help of a great product explainer video which told users exactly how their product can help them in hearing music that they like, anytime. And the video was responsible for convincing and bringing in initial users for Spotify. Which you can do too. You can take the help of a video-production company or use tools like PowToon that can do it for you. When making product explainer videos, keep it short and precise and focus on highlighting the true value your product delivers so prospects can quickly get a jist of what your product has to offer Other than that, to stand out from the competition, you can create boastful videos about your products or services that shows users exactly how your product is better than the rest to gain an edge and impress prospects right off the bat. Blendtec is a perfect example of a brand that aced video marketing with their one-of-a-kind product videos. Blendtec sells blenders with a tagline of ‘World’s most advanced blenders’ and started a video marketing campaign to showcase the superiority of their blenders in 2006 which went viral instantly. The viral video marketing campaign included a video series of their blenders blending unblendable stuff like phones, cameras and more. The viral campaign still runs to this day and drives valuable sales for their business on a daily basis. Engage with customers by answering their questions Want to showcase yourself as a brand that listens to their customers? Start creating videos where you address the exact questions your customers are asking you day-in and day-out. Creating a video that answers all the burning questions of your existing customers can help you in portraying your brand as the one who cares about their customers and strives to provide them with the best experience, which builds trust with your audience. Moreover, by taking the questions head-on with your video and placing it in your Q/A page, you save yourself a lot of time answering the exact same question to a lot of other users. You can make use of live video on major social media platforms like Facebook and Instagram and go on a live Q/A session with your audience where they can ask you the questions they like and receive answers in real-time. Great for building a strong relationship with your audience. Behind-the-scenes Videos Talking about live-video, you can make use of live-video to give a live sneak-peek to your audience about what happens behind the curtains of your business. Introduce your audience to the people who are responsible for running your brand, broadcast a company event or simply showcase your daily work routine, showing the human side of your brand can go a long way in making your audience trust you. On the plus side, live-videos are great for engaging with your audience as everything happens in real-time. Showcase customer testimonials Another great way to use videos to powerfully market your brand is by publishing customer testimonial videos on your website. When prospective customers see other people raving about your products and services, they automatically get inclined to make the final purchase, that’s the power of word-of-mouth. Many brands are already making use of video testimonials to boost conversions for their business by placing them prominently on their website. You should do it too to help users at the end of their buyer journey make the final purchase decision. Video is a great way to build brand awareness, engage users, provide a great customer experience and boost sales. Whether you are planning to use it soon or have been actively including it in your marketing efforts, keep the above-mentioned ways in mind before you start creating the next video for your business. ...
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