Orthodontists in 2024 can boost patient engagement and improve search rankings by embracing multimedia content marketing. Unlike ads, content marketing offers long-term, cumulative benefits by providing valuable, actionable information to patients, enhancing your online visibility and positioning your practice as a trusted resource.
Before you allocate your marketing budget to the same old, expensive, and often ineffective ads, it's worth asking: Isn’t there a better way to reach potential patients that actually works for orthodontists?
The answer is yes. The key lies in understanding how your patients search for orthodontic services. A strategic approach to multimedia content marketing, specifically designed for professionals in the orthodontic field, could be the solution you've been looking for.
If you’ve tried traditional ads, you might have noticed that they often don’t yield the expected results. But why is that?
Simply put, most people don’t hear an ad for an orthodontist and immediately think, “I’d better book a visit!” Instead, they think of the orthodontist when they already have a problem and are actively seeking a solution. So how can this insight guide your marketing strategy?
Rather than relying on ads, which people tend to ignore, focusing on placing solutions to potential patients' problems at the top of search engines can be far more effective. This approach doesn’t involve the use of ads, which is important because research shows that people generally avoid clicking on anything marked as "Sponsored Ad."
If you’ve ever read a blog, listened to a podcast, or watched a video online, you’ve consumed content. Now, imagine that those blogs, podcasts, infographics, or other formats were all centered around your brand and services. That’s the essence of content marketing.
By using a variety of popular formats such as articles, blogs, podcasts, and videos, you can ensure that no matter what type of content your potential patients prefer, there’s valuable information available about your services.
The best part? This can be offered as a Done-For-You service, meaning you don’t need to learn how to write blogs, record videos, or produce any content yourself. An expert team handles everything, allowing you to focus on what you do best—providing excellent orthodontic care.
While it’s possible to reach the top of search engine results by purchasing ads, this approach comes with drawbacks: the presence of ad banners and temporary, limited benefits.
Content marketing, on the other hand, offers a different approach that improves your search rankings organically - this means long-term benefits without ad banners and a broader reach for a wider range of keywords.
Each piece of content that is published online signals to search engines that your business is interesting, relevant, and trustworthy. This not only boosts the ranking of the specific content but also enhances the visibility of your main website. While you can see some results almost immediately, the true value comes from using this strategy consistently over time.
Unlike ads, content doesn’t expire, and its benefits are cumulative. Every new piece of content adds to the searchable material that leads back to your website, improving your rankings for a wide array of keywords.
This strategy isn’t just beneficial for your practice; it’s something your patients will appreciate too. Instead of bombarding them with ads, you can provide useful, actionable information that helps them make informed decisions.
For example, when a parent searches for guidance on when to book their child’s first orthodontic appointment, your content could offer a free, easy-to-follow guide—complete with links back to your website for scheduling.
This is just one example of how content marketing can go above and beyond traditional ads, offering valuable information to your patients while providing long-term benefits for your search rankings.
In 2024, if you want to move beyond typical advertising and offer something more meaningful to your patients, multimedia content marketing could be the ideal approach.
This content is provided in partnership with Search Shark Media and is intended for informational purposes only. The views, opinions, and advice expressed in this article are solely those of Search Shark Media and do not necessarily reflect the views or policies of any other individual, organization, or entity.
