As a service provider, there are many ways to interact with your patients while also managing a little marketing strategy, so let’s start off by addressing the question of ‘what is a blog’? Some seem to think that a blog is just a glorified diary; according to Google, a blog is a regularly updated website or webpage, typically one run by an individual or small group that is written in an informal style. And Webster’s defines it as a website on which someone writes about personal opinions, activities, and experiences.
So, is a blog just a glorified diary, a waste of your time as a dental professional with no beneficial purpose whatsoever? Absolutely not. A blog can actually be an effective vehicle to move your practice forward into the twenty-first century by providing free advertising and marketing. This type of marketing is called ‘content marketing’ and it is defined as a marketing strategy that is based on creating and sharing valuable content with your community and potential patients so as to establish your authority. Below are six substantial benefits of having a blog
1 To develop and solidify patient relationships
Not only does writing a blog establish your authority in the dental field, it also gives you the opportunity to connect and interact with your patients on a more personal level. Through the use of a blog, you can answer the most-asked questions, quell patient fears, and offer information, education and advice that will contribute to your patients’ health and well-being even after they leave the office.
2 To drive traffic to your website
Maintaining patient loyalty is important to a successful practice, but let’s not discount the pivotal effect of gaining new patients. A blog can help to draw in those potential patients, giving them a reason to see you as the leader in your industry. You are also able to build your SEO (search engine optimization) and your social media presence. Updating regularly and keeping your content fresh and interesting, patients, potential patients, and even those professionals in your field are able to share your voice with others.
3 To generate long-term results
The effort you put into your blog today might not show its value in the very beginning, but rather over time, so don’t think your effort was for nothing just because you can’t see the results right away. It takes a while to assemble a following. The work put into an earlier blog post can potentially turn into hundreds, even thousands of views later on.
4 To allow you to be a positive voice of change
Glorified diary or not, you are speaking on behalf of your industry, regarding subjects you’re passionate about. The personal stories you tell, the advice you give, and the information you contribute provides a positive impact on your field in ways you might not even realize. Writing a blog means that you are speaking on behalf of those who can’t or won’t and, therefore, making a difference (big or small) in your industry and community.
5 To help you sharpen and hone your writing skills
Practice makes perfect. I’m sure you have heard this phrase uttered before, and writing is no exception. The most important aspect of keeping a blog is writing and the more content you generate the easier the process will get.
6 To create a conversation with your patients
Every blog has or should have a comment section for visitors to leave feedback and questions. This is your time to shine, providing you the opportunity to connect with these visitors and start a conversation that can demonstrate your knowledge and expertise and willingness to be of assistance. Can this take time? Definitely, but the results will have a very positive effect on your practice. It isn’t necessary to get to every comment instantly, instead allocate a specific time each week to moderate and respond to useful comments.
Just like all blogs in every field, some of the feedback will be negative. You can’t escape it; however, you can take something beneficial from it. Instead of ignoring this feedback, be professional in your responses and start a much needed discussion with these visitors to try and achieve a takeaway. By doing so, you are establishing credibility while also letting these visitors know that their opinions matter too.
I’m sure there are other benefits to having a blog. Please feel free to share some of your ideas with us.
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