Earning attention is about generating clicks.
Earning attention is about gaining traffic to your website. If your website is not being found, it is impossible to market.
We earn attention through advanced SEO using Google’s free traffic, from resonating with social media posts that connect with the right audience and from traditional dental promotions that builds local participation.
In SEO terms, earning attention is defined by optimising a website so it appears on page one of Google for as many relevant keywords as possible.
By impressing Google, we earn our right to patient attention.
On page SEO is about optimising your content and your code so that Google can both understand you pages to index them correctly and then score your pages with points.
Points are gained by following rules in Google’s algorithm.
These include content quality, the speed of the site and, user journey (UX) The more boxes (ranking factors) your tick the higher your score.
The higher your score the higher your web page will appear on Google.
Off page SEO is about multiplies. These multipliers are backlinks. Backlinks are links to your website from other web pages. These can include all types of websites. From platforms like Facebook, Instagram, YouTube to reviews aggregators like Google and Trustpilot.
These backlinks multiply the score your on-page SEO has generated.
Earning attention on social media is about creating content that resonates with super patients, not just with any patient.
This content needs to be findable, relatable, and location-based. It is not as simple as who likes, shares, and comments on your content.
We need to more specific. The practice’s location is fixed. We do not want to market to people who live more than 100 miles of the practice.
We are trying to promote aspects of the dental practice that demonstrate expertise, value, and trust. Social media is about cementing reputation and creating a brand. It is where we can attract people’s interest in the practice and remain top of mind for existing patients.
(It is also important that all GDC guidelines are followed.)
Whilst digital dental marketing often takes priority, this does not mean that all traditional marketing is dismissed.
VCM can help with ideas for offers and promotions, add events to your website as pop-ups and design leaflets and adverts for local print.
You can also call us on 01483 921741; we are always here.
Earning attention is far cheaper in the long run SEO and content creation are far cheaper than paying for adverts.
Content and social posts can have elements of evergreen in the sense that they can always be relevant. A blog post published can generate traffic to the website for years. When SEO or other marketing is switched off these types of promotions are always live.
Earning your right to take up a person’s attention provides a positive mindset of needing to swap relevant information for a potential patient’s dwell time.
If they are looking for dental implants we want our client’s websites to offer every version of implants, single, bridges, all on 4 etc and to answer every question from bone grafts to aftercare.
It forces our strategy to create content that not only informs and educates but also that resonates and build trust.
As every piece of content is aimed at attracting super-patients we are forced to keep on brand and on message. We are not going to run social posts of dancing dentists!
You will notice that we talk a lot about advertising. While advertising works, we believe it best attracts sub-patients rather than super-patients.
Super patients, by personality definition, want to trust their dentist. To begin to trust a dentist, it is essential to see evidence, like before-and-afters, social media activity, and reviews.
We help practices earn attention, not buy it, using local SEO, targeted social media, and traditional promotions to generate clicks and traffic.
We optimise for page-one Google visibility across relevant keywords through on-page SEO (content + code/UX/speed) and off-page SEO (backlinks as multipliers).
We build location-focused social content that’s findable and relevant to nearby patients, aligned to your positioning and compliant with GDC guidelines.
We support traditional marketing with offers and promotions, event ideas, website pop-ups, and design for leaflets, flyers and local print adverts.
