This document summarizes the findings of a dental marketing study conducted by Webfor. It discusses the effectiveness of various marketing tactics used by dentists and highlights search engine optimization and social media as top-performing strategies. The presentation then covers tips for optimizing practices' online presence through tools like Google My Business and outlines a framework for developing comprehensive digital marketing strategies centered around understanding patient journeys and personas.

1. The State of
Dental Marketing
An Industry Study by Webfor
Kevin Getch
Director of Digital Strategy, Webfor
@webfor

2. Agenda
● Highlights from the Dental Marketing Study
● Deep Dive on Top Tactics
● Marketing tips you can implement today!
● The patient Journey
● Tieing it together with strategy
● We’ll have some time for Q&A
@Webfor

3. Why did we invest
In this study?
@Webfor

4. @Webfor

5. 46
@Webfor

6. @Webfor

7. @Webfor

8. @Webfor

9. How would you rate the
effectiveness of the different
tactics you've utilized?
@Webfor

10. @Webfor

11. @Webfor

12. Do you work with an outside
agency that handles aspects
of your marketing?
@Webfor

13. @Webfor

14. @Webfor

15. @Webfor

16. 5.92
@Webfor
On a scale of 1-10 how would
you rate your satisfaction
with your contracted
agency(ies)?

17. @Webfor

18. Search Engine
Optimization
@Webfor

20. Local & Organic
Local & Organic
Paid (Adwords)
Paid (Adwords) Paid (Adwords)
Local & Organic
@Webfor

21. ON-PAGE SEO
@Webfor

22. On-Page Optimization
● Title Tag
● Meta Description
● Quality + Engaging Content
● Optimized Image Name + Alt Text
● Internal Links
● Site Architecture
● User Experience
● Schema
● & Much more...
@Webfor

23. On-Page SEO Factors
On-Page SEO Factors
Title Tag
URL Structure
Headings (H1/H2)
Alt Tag
Body Text

24. External SEO
Factors
@Webfor

25. CITATIONS
@Webfor

26. NAME . ADDRESS . PHONE
@Webfor

27. @Webfor

28. DATA AGGREGATORS
@Webfor

29. AUTHORITY, QUANTITY AND
CONSISTENCY OF CITATIONS
@Webfor

30. REPUTATION
@Webfor

31. Source: BrightLocal

32. If Potential Revenue =
$1,000,000
Now = $570,000
Loss of $430,000

33. What's your biggest challenge
when it comes to marketing?
@Webfor

35. Effective free to low-cost
marketing tips for dental
practices that you can do today!
@Webfor

36. #1 Download the
GOOGLE MY BUSINESS
App
@chowzer24

37. #2 Completely fill out
your GMB PROFILE
@Webfor

38. #3 Use the Post Feature
@Webfor

40. ADVANCED: Download the
SEO 101 White Paper
@Webfor
webfor.com/resources

41. @Webfor

42. PERSONA PATIENT
JOURNEY
&

43. PERSONA
A detailed portrayal of your ideal
patient, including demographics,
psychographics & story.

44. Julia Snider
Dem & Psych
Age: 27
Occupation: Paralegal
Education: Lewis & Clark Law School
Platforms: Mobile, Desktop Second
Com Pref: Text & Email
Hobbies: Traveling, Yoga, Hiking
Brand Aff: Lush, Amazon, Southwest
Julia is nearing the end of her college program and
is recently engaged. She plans on marrying her
partner of 6 years sometime in the Summer of 2018.
She has been putting off some cosmetic dental
procedures, but knows she wants to get them done
prior to her wedding.
While she is excited about getting married and
fixing her smile she’s fearful of the dentist and is
also concerned with all of the costs related,
especially with the wedding coming up. She’s a
very private person and it really bothers her that
someone is putting their hands in her mouth.
She normally would save the money for a
procedure like this, but financing could be
beneficial in helping her achieve both her goals.
HER STORY:

45. Uncertainties
Decision Making
Fears
Desires

46. PATIENT
JOURNEY

47. PATIENT JOURNEY
A representation of what a potential patient
is feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the process.

48. Excitement, Fear,
Anxiety, Hope,
Confident, Unsure
Wants, Desires,
Goals, Analysis,
Expectations,
Questions
Actions,
Experience,
Platform,
Channel, Device
feeling
thinking doing

53. HOW ARE YOU TRACKING
RESULTS?
@Webfor

54. @Webfor

55. Measure Meaningful Metrics
that Make Money
@Webfor
1. Conversions by Channel
2. Calls by Channel
3. CPA (Cost Per Acquisition) by
Channel
4. ROI by Channel

56. @Webfor

57. Tie it all together with a comprehensive
Strategy
@Webfor

58. Special Offer:
3 Free Hours of Digital
Strategy & Consulting
*We are currently limited to 4 per month.
Webfor.com/3hours
@Webfor

59. Your Customer/Patient is at the
Center of Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community

60. Direct
SocialSearch
● Website/App
● Content
● UX/CRO
● Brand
● PR/RM
● Analytics

61. Direct
SocialSearch
● Website/App
● Content
● UX/CRO
● Brand
● PR/RM
● Analytics

62. Direct
Social
Search
● Website/App
● Content
● UX/CRO
● Brand
● PR/RM
● Analytics

63. OUR CORE COMPETENCIES
Search Engine Optimization
Content Strategy and Curation
Design/UX/Development
Conversion Rate Optimization
Search Engine Marketing
Benchmarking and Analytics

64. Our Story
● Founded in 2009
● Business Model: 3 R’s = Relationship, Results & Return on
Investment
● Our Competitive Advantage: 3 P’s = Passion, People &
Process
● 2016 Vancouver Business Journal Best in Biz Winner in two
categories: Web Design & Marketing Companies
● Kevin, our Founder is the President of SEMpdx, a nationally
recognized non-profit focusing on supporting, educating &
connecting the digital marketing community
Our Story

65. Our People

66. Our Props...

68. Special Offer:
3 Free Hours of Digital
Strategy & Consulting
*We are currently limited to 4 per month.
Webfor.com/3hours
@Webfor

69. Thanks!
WebforDentists.com
@chowzer24