This month, Shaz Memon, Marketing Expert, offers a list of strategies to strengthen your Google profile and advance your career.
Most of us may be reluctant to admit it, but we often engage in Google searches for each other. Beyond simple curiosity, this act aims to assess the standing of recently encountered individuals, especially in professional settings.
Questions often arise: Are they reliable? Have they succeeded? Can I work with this person/brand? Does their brand exude legitimacy? This process becomes especially important when making a critical decision, such as choosing the right dental professional.
A dentist shared with me an incident where a patient decided to seek treatment from another dental professional. This millennial patient chose a different dentist because, as they put it, “I found more information about them when I Googled, so I felt it was a safer choice.” Naturally, the dentist was surprised that, despite investing time in providing a treatment plan, the patient ultimately chose an alternative based solely on their Google search results…or lack thereof.
Google yourself
So go ahead, Google your name. Take a moment to look at the results from a potential patient’s perspective. Be honest with yourself: does this online presence reflect how you want to be perceived?
In most cases, you may find that it doesn’t come up much, or if it does, it’s limited to a short bio on the website of the practice you work for. This limited online presence doesn’t give you many opportunities to showcase your unique voice and expertise. However, your first impression in the digital realm can significantly affect how patients and colleagues perceive you. It’s not an opportunity you should leave to chance.
While many dental professionals excel at building rapport when a patient is in the chair, a crucial part of the decision-making happens outside of your practice environment. Unfortunately, most dentists struggle to establish a strong online presence with credible endorsements.
In this article, we’ll look at steps you can take to increase your online credibility and ensure that when people search for your name on Google, they find a positive and compelling impression of you.
1. Create a personal branding website
- Build a professional website just for your personal brand with your own domain name. Use it as a hub for your online presence. Even as a director you can do this, as an associate this is something you should consider. Have a no-obligation chat with my agency, Digimax, to discuss a new website and personal brand
- Include a bio, showcase cases and maintain a blog where you can generate content for your patients and the wider audience. Using a blog to address common patient questions is very helpful. That way, when you come across a recurring question, you can easily refer back to the blog, strengthening your authority and providing comprehensive information. I use articles to answer common questions all the time!
2. Consistent online identity
- Keep a consistent username or handle on social media platforms – knowem.com is a great tool for this
- Use friendly professional faces, clear profile photos and cover photos
- Make sure your social media bios and descriptions are concise and reflect your expertise. Be careful not to make claims that contravene the GDC’s advertising guidelines
- If you’re not sure where to start with a social media platform like Instagram, check out my best-selling book Instagram for dentists. If you’re short on time or want a head start, then consider talking to a dental social media agency like Lift.
3. Creating quality content
- Create and distribute high-quality content relevant to your target audience
- Write blog posts, articles, or create videos that showcase your knowledge in a way that your target audience will understand and engage with.
- Use platforms like Linkedin, or blog on your website to share your expertise.
4. Engage in thought leadership
- Participate in podcasts, online discussions and webinars
- Share your knowledge, answer questions and contribute to conversations. Establish yourself as a knowledgeable authority in your field
- Contact the FMC to see if there are any licensing opportunities for Dentistry.co.uk and their print publications
- Write and release an e-book, or even a physical book
- Be aware of your audience and think about the value you want your patients to receive.
5. Publish on Linkedin
- Write and publish articles on LinkedIn to demonstrate your expertise
- Connect with other professionals in your industry and engage in meaningful conversations.
6. Positive online reviews
- Encourage satisfied patients to leave positive reviews on platforms such as Google, LinkedIn, Google My Business or other relevant review sites.
7. Awards and certificates
- Pursue relevant awards and certifications to enhance your credentials. Remember that while awards may not be everyone’s preference within the dental sector, some patients certainly feel special knowing they are being treated by an award-winning dentist.
- Awards also contribute to your Google profile, as you will be listed on the awards body’s website
- Add awards and certificates to your Linkedin and social media profiles and your personal website.
8. Online Privacy
- Regularly review and adjust your social media privacy settings to control what information is publicly accessible
- Be careful about the personal information you share online.
9. Monitor your online presence
- Set up Google Alerts for your name to monitor mentions and content related to you
- Check search results regularly to make sure they accurately represent your professional image.
10. Address negative content responsibly
- If you come across negative content or comments, address them professionally and respectfully
- Responding constructively can show your commitment to solving the issues.
11. Stay updated
- Constantly update your profiles and web pages with the latest achievements and projects.
12. PR
- Contact leading news publications to provide expert commentary on dental-related topics
- Use a PR agency to connect you with journalists who may seek your expertise.
Remember that improving online credibility is an ongoing process. Building a strong online presence takes time and ongoing effort, but the benefits can be significant in terms of professional opportunities and reputation management.
Implementing the strategies outlined above will strengthen your Google profile, helping not only to advance your career and align with your ideal patients, but also to convince patients to choose you as their preferred dental professional when they decide for treatment plans outside the confines of the dental chair.
Catch Shaz’s previous Marketing Expert columns:
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