North Texas Dentistry Volume 8 Issue 3 2018 ISSUE 3 DE | Page 23
Does Your Message Match?
Like funnel cakes from a snow cone truck, similar scenarios play
out every day online. A consumer sees an ad, clicks, and is taken
to a page that has nothing to do with the ad they clicked on.
For example, a prospective patient does a search for emergency
dental care and sees an ad for an “emergency dentist”. They
click on the ad and are taken to the practice’s website home-
page. They see information about dental implants, teeth whiten-
ing, invisible braces and crowns. Nothing about emergency
dental care. Disappointed, they click the back button and leave.
The practice not only wasted the cost of that ad click, more
importantly, they left a potential patient with a negative brand
impression.
Connecting the Dots
For your advertising campaigns to be effective, you need to
ensure the ad message and imagery matches the webpage a
patient lands on after clicking the ad.
If a patient is searching for emergency dental care and clicks on
an ad that says emergency dentist, you do not want to take them
to a page that touts the benefits of teeth whitening and veneers.
A smile makeover is the last thing on their mind. All they care
about is getting relief from the pain they’re experiencing.
Instead, take them to a page that talks about pain relief, same
day appointments, convenient hours and maybe even tips for
dealing with a dental emergency. They will immediately relate
to that messaging. Your landing page copy must correspond to
the conversation that’s going on in their mind and let them
know that you understand what they’re feeling and can provide
the solution they’re seeking.
This is called message match and employing it in your market-
ing will pay dividends.
If you would like to have a conversation and share ideas
about marketing your practice, schedule a time by visiting
BullseyeDental.com/call or email [email protected].
Marc Fowler is President of Bullseye
Media. Since 2006, they have helped over
375 dental practices across the U.S. and
Canada leverage the internet to achieve
their practice growth goals. Learn more at
BullseyeDental.com.
www.northtexasdentistry.com | NORTH TEXAS DENTISTRY
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