Consider the Children in Your Dental Marketing

nicheAre you feeling the pinch of the economy?  I think we all are.  The tendency during tough economic times is for businesses to try to broaden their appeal.  They widen their value proposition to try to appeal to every segment of the market.  Dental practices are no different than any other business.  The correct course of action is not to broaden your appeal but to narrow it.

I know it seems counter-intuitive to narrow your marketing but you need to hear me out on this.  You can strengthen the ROI of each marketing dollar you spend if you narrow your focus and occupy only one niche of the market but dominate that niche in the area of your dental practice.

There are several small segments of the dental market that can be targetted.

There are dozens of other niches out there.  Ask yourself these questions:

1.  What is it that I am truly best at?

2.  What type of dentistry do I enjoy the most?

3.  What type of dentistry is most lucrative for my practice?

Then, go out there and target those markets.  Dominate them with your marketing spend.

This doesn’t mean you need to turn back your regular clients and convert your entire practice over to a niche.  However, when it comes to your marketing spend you should consider honing your message rather than applying a “shotgun” approach that attempts to be all things to all people.

A great place to hone your message is on your website.  Use SEO to target keywords specific to a niche.  Niche keywords are much easier to begin ranking for quickly.   If you need some help developing a list of niche keywords, get the first lesson in the SEO training videos entitled ‘Professional Keyword Research’ FREE by filling out your name and email on our home page.

April 16, 2009    Posted in: High Impact Actions

One Response

  1. Dentists Sunnyvale - June 16, 2009

    I think that including children in dental marketing is an okay idea. Considering that children should also have an idea of how important it is to take care of their dental health at an early age.

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