Hurry up—we have to market more! Is your practice marketing Invisalign the right way? We pay attention to our clients’ competition, and one thing we have noticed is that as orthodontists are approaching the next Invisalign designation (going from Silver to Gold, for example)—marketing Invisalign suddenly gets more urgent.
We call this squirrel marketing…running after the nuts when you need ‘em.
Granted, squirrel marketing is better than no marketing, but at Virginia Creative Group, we ensure our clients use a more consistent approach to marketing (which yields more consistent results). Here are the specific steps we recommend (and handle for our clients):
- Post about Invisalign on social media channels at least once a week. That’s right. Once a week minimum on Facebook and Instagram. You should also be boosting it on Facebook to your target audience. No office should be posting less than once a week, bottom line!
- Blog once a quarter—if not much more! And we really want you to be blogging more than once a month (because blogging matters). Talk about Invisalign’s benefits, your expertise and share success stories.
- Give Invisalign its own marketing budget. If you really want to succeed in promoting Invisalign and get more Invisalign clients, it needs its own marketing budget so you can measure its success.
- Give Invisalign its own PPC campaign. When it comes to pay-per-click advertising, don’t just bundle Invisalign in with everything else. It needs its own campaign within AdWords that targets specific keywords. (Yes, you should be advertising with Google AdWords.)
- Create Invisalign pages on your website. Are you doing Invisalign for both adults and teens? Give them each their own page on the website. On your services page, make sure Invisalign is equal to braces if that’s the direction your practice is taking.
- Develop a dedicated Invisalign website form. When a patient is interested in Invisalign, they need to fill out an Invisalign-specific form so you can track and measure results.
- Give Invisalign its own tab in the new patient folder. Present your offerings professionally and capably by giving Invisalign a strong presence in your practice’s presentation folder.
- Develop Invisalign-specific patient education materials. Your practice needs to be able to communicate effectively about Invisalign via patient education materials (that are preferably branded to your practice).
- Keep your designation updated everywhere. As you gain new Invisalign designations, make sure to keep it current on your website, social media channels and marketing materials so you are reflecting your most current capabilities.
- Include Invisalign in all advertising efforts. Doing community outreach or advertising? Make sure the Invisalign logo is present on everything you do! From banners to print pieces to signage on your building—include Invisalign. Change your radio ads frequently and focus on Invisalign every other month.
Don’t know where to start with marketing Invisalign? Good news! Invisalign is a great company because they have a healthy amount of resources for you to use.
Prefer to have everything handled for you? Let’s talk.