May 2019 DSM Insider 32 - Page 24

MARC FOWLER monthly is too rare. Have a strategy for dealing with patient feedback, with extra attention being paid to HIPAA compliant replies. In addition to being the third most visited website, YouTube is also the second most utilized search engine (after Google). According to Cisco, by 2021 over 80% of all internet traffic will be video, so a strong YouTube presence will become even more important moving forward. During the last several years, organic visibility of posts in Facebook has continued to decline. However, there are still several reasons to invest time in your Facebook page: 1. Many people use Facebook as a search engine and you want to be found by prospective patients near your office searching for dental services. 2. Facebook pages will often show up in Google searches. 3. Facebook is one of the three most important review sites along with Google and Yelp. 4. Many people expect a business to have an active Facebook page. 5. Facebook still has over 2 billion monthly active users. That is a lot of traffic. Establish a stand-alone Facebook page for your sleep practice. Be sure the cover image represents your practice well. Have one of your staffers post content every so often - daily is too often, The first step toward gaining visibility in YouTube is setting up a YouTube channel for your sleep practice. You’ll want to include your sleep logo along with a professionally designed header image. Be sure and link to your sleep website and add a description that includes the keywords (i.e. sleep apnea, snoring, cpap alternative, etc.) that you want to be found for. Once your channel is created and optimized, you are able to start uploading videos. Office tour, meet the doctor, overview of treatment options and Q&A’s are just a few of the videos you can create. When creating your videos, keep in mind that you’re most often speaking to an audience that is unfamiliar with industry lingo. Keep answers conversational and avoid unnecessary technical terms. Each time you upload a video, include a compelling title as well as a description and tags containing the primary keyword terms associated with that particular video. Views, likes and shares will all help to improve the visibility of your video. Popular videos will show more frequently not only in YouTube, but will also often show in Google’s organic search results section. Improving your organic visibility on Google, Facebook and YouTube will result in a significant increase in new sleep patients and go a long way toward claiming your share of traffic from the information superhighway. If you’d like to discuss effectively branding your sleep practice and improving your online visibility, schedule time on my calendar here: BullseyeDental.com/call. MARC FOWLER Founder, Bullseye Media Marc Fowler is the founder of Bullseye Media. Since 2006, the team at Bullseye Media has helped hundreds of dental practices across the U.S. and Canada leverage the internet to achieve their practice growth goals. Learn about their turnkey direct-to-patient sleep marketing program at DentalSleepMarketing.com. Email: Marc@BullseyeDental.com