Are you a dental office owner or an office manager who wants to get more clients?

Do you want to learn some simple, but effective marketing ideas that even your receptionist can do?

Or perhaps you just want to get a better understanding of how online marketing works and how you can leverage it to get more customers?

Great then. This is one of the most important guides you’ll ever read.

Here’s why.

It is so practical and so easy to understand that you could give it to your receptionist and she’ll know how to get you more customers.

It’s full of bit-sized practical information you can copy and adapt right away, even if you’re the most busiest dentist in the world.

And the most important part: it is packed with screenshots at literally every step of the way.

This is a fairly long guide, but it is structured in such a way that from each chapter you can get some valuable information you can use right away.

Here’s what it contains:

Part #1

How and where to find patients that are most likely to buy from you.

Would you like to save money by promoting yourself only to those who are most likely to become your patients (and actually afford your services)?

This section shows you step by step how to define those people (your buyer persona) and where you can find them.

Part #2

How to create a simple marketing plan that is actually useful

Do you sometimes feel overwhelmed with all the the things you need to do in order to promote your business?

In this part you’ll learn how to create a realistic dental marketing plan that enables you to do only those things that actually bring you results.

Part #3

What are the top 5 marketing strategies that work today for a dental office

Did you notice that what works perfectly well for other businesses in terms of getting new clients, might not work at all for you?

In this part we’ll analyze only those strategies that apply to the dental industry. You’ll learn what is the advantage and disadvantage of each strategy, what costs are implied, when should you use one strategy and not the other depending on your budget and your current business situation.

Part #4

Concrete dental marketing ideas you can copy and adapt right away

  • The fastest way to get customers (without building a brand and a huge audience)
  • How to use a very important, but almost unknown trick (for dentists) to almost double the conversion rate, at low cost
  • How to use Facebook’s laser targeting features to reach your ideal patients
  • 10 unconventional, but extremely powerful ideas you can copy right away which will make your dental office stand out
  • How to show up in Google when someone is searching for a dentist in your town local search results
  • How to get a tremendous amount of free visitors to your website by answering people’s questions

Part #1

How and where to find patients that are most likely to buy from you.

Please don’t skip this part.

It shows you how to create a buyer persona and this will save you a lot of money on the long run because you’ll know exactly:

  • Who your customers are
  • What are their “buy-buttons”
  • And how to reach them

I am writing this guide for John, a dental office owner or for Janice, a dental office manager who wants to grow his or her practice and believe that online marketing can bring more patients.

You see, John and Janice are buyer personas. I created them with a combination of raw data and some intuition.

A buyer persona (a.k.a. “customer avatar”) is a fictional person who represents a particular company’s ideal customer.


Why do you need a buyer persona


A buyer persona helps you save a lot of money.


Well, because when you defined your ideal customer, you can develop the right message to the right audience and you can deliver it on the right channel.

In this way, you don’t spend money advertising to people who are not interesting in your services.

For example, for the same service – dental braces – you might have 2 completely different messages.

One for parents who need braces for their kids,

Kids braces ad

And a completely different one for men, for example, 

Ad Men Braces

You see what big difference does this make, even if you’re promoting the same product category? 

A buyer persona helps you save money because you create relevant content/message to the right people.


How to develop a buyer persona for your dental marketing strategy

(step by step guide with template included

There are no right or wrong ways to do this. Just don’t overcomplicate it.

One of the simplest ways I found the most effective so far is by answering common sense questions. 

Step #1 – Answer some deep questions that trigger people to buy from you

These are some questions and internal questions that either keep the prospect to buy from you or motivate him to take action.

  • What are their desires
  • What are their fears
  • What are they for
  • What are they against

Let’s say you are selling braces. Here’s how your buyer persona might look*. 

What are their desires What are their fears
Look good
Smile again confidently
Stop feeling shame
Braces might hurt

The doctor might recommend only the most expensive braces just to make more money

What if the problem doesn’t disappear even after a long time of wearing the braces

Will the teeth get yellow or brown after wearing the braces?

Will people look strangely to me?

What are they for What are they against
They believe the look is an important matter

They believe in modern technology

They believe a small detail, like a smile can have a big impact on your everyday life

Dentists who always recommend only the most expensive products

Dentists who charge you even for the smallest consultation

These are actual fears and desires of your patients. I’ll show a bit later how I got all this data.

Step #2 – Refine your buyer persona for laser targeting

Now you can ask some more “surface” questions that could help you better target your buyer persona.

Location – Where do people from this persona live?

Excluding Location – Where do people from this persona not live?

Age – What is the age range of this persona?

Gender – What is the gender of people in this persona?

Interests – What are the interests of people in this persona?

What books does this avatar read?

Education Level – What is the education level of this persona?

Job Title – What field of work do your customer work in and what types of job titles do they carry?

Income Level – How much does this buyer persona earn?

Relationship Status – What is the relationship status of this buyer persona?

Language – What languages do people in this persona speak?

Favorite Websites – Why type of websites do people in this persona frequent?


How do you gather all this data for your buyer persona?


1) Intuition – nothing to add here. Brainstorming for ideas is a great way to start.

2) Use Facebook Groups or sites like Quora or Reddit


2) Ask your existing customers:

  • Why did they choose you?
  • What questions did they have at first
  • What made them almost not choose you
  • Why do they still come to your office

Asking your existing customers is by far one of the most effective ways to get real information about your patients.

Just think about it. Once you know all this information from people who already trusted you enough to become your patient, next time when you try to create an offer, a promotion, you won’t advertise what YOU think they would buy, but what they ACTUALLY NEED.

In this way, I guarantee your conversions will explode.

 4) Use online polls on your website

You can use a free tool like Hotjar to show people a short question before leaving your website or after a certain amount of time.

Dental marketing guide - Get customer feedback using Hotjar

Part #1 – Wrap up

1) You shouldn’t start any dental marketing campaign before defining your buyer persona. Please don’t skip this.
2) Creating a buyer persona helps you save money in the long run
3) Start asking some common sense questions
4) Find places where people ask questions online

Part #2

How to create a simple marketing plan that is actually useful

This section helps you:

  • See the big picture of your marketing
  • Prevent you from getting overwhelmed
  • Do only those 20% things that bring 80% results
A marketing plan helps you: achieve better, faster results and it helps you always see the big picture so that you know every step of the way what are those 20% things you can do, to get 80% of the results.

Otherwise, you can get overwhelmed doing all sort of things that might not move the needle.

The problem is, things change very quickly and a (classic) marketing plan quickly gets outdated and useless.

So, what do you do then, do you stick to the plan, even if you found better, faster and more efficient ways to achieve your results?

Well, of course not.

This is why instead of a dental marketing plan, I am going to share with you a simple and efficient process that helps you:

  • Quickly find new, untapped marketing opportunities that your competitors might not even think about them;
  • Prioritize your marketing tactics and strategies to fit your budget. And do this in less than 20 minutes.

Enter Growth Hacking Marketing.

The process is called the Growth Hacking Process and it is the same mentality used by companies like Facebook, Twitter, Linkedin or AirBnb.

Here’s how a dental marketing plan looks after applying the whole process described below:

Click to open it and make a copy to your Google Drive.

Click to open the document and create a copy of this table for yourself.

And below I’ll show you how simple the whole process looks like.

BUT FIRST, before starting to create your dental marketing plan you have to answer to the 3 golden questions we discussed earlier:

  • Who is my client?
  • What are his needs?
  • Where can I find my client


Basically, you have to go back to part #1 and create your buyer persona if you haven’t done it yet.

Now, if already have the answers for the questions above, let’s dive into the actual process.

Step #1 – Set actionable, achievable objectives

Why the first objective is not a good objective for the business?

Well, “more clients” is a relative term.

If I’d say to you that I can bring you more clients if you pay me 1000$/month, and I bring you only 3 more customers, I reached my objective, right? But, would you be satisfied with this result?

Step #2 – Brainstorm for ideas

Once we have a specific goal in mind, we think of ways we can achieve it.

Do’s and don’t at this stage:

1) Don’t focus only on the AWARENESS STAGE

Whenever we buy something (especially with more expensive products/services), we go through different stages until we become a customer.

For each stage, we respond to a different message. If your message doesn’t match the state your potential customer is, he won’t end up buying.

Important things to take into consideration:

  • the prospect can come to your website in any of these stages => have content for all those stages
  • blog posts are not for the decision stage
  • you don’t educate your buyer personas about your product, but about their problems and solutions to their problems

2) Organize your ideas visually
Now that you have your ideas, it is useful to organize them visually.

Trello is a free tool that can help you. You can copy this board and adapt it to your business.

Step #3 – Prioritize your ideas

If you have unlimited resources (a.k.a money and time) you can skip this step 🙂

But if not, at this step we choose those ideas that are more likely to get us results in the short and medium term.

For each idea, write down:

1) It’s potential
If the idea is a success, how big will the impact be?

2) How easy it is to implement it – do we have the resources to pull this out?

3) Our trust in idea – what are the odds that this idea will work?

Note: these are just our hunches. But it helps us getting 80% of results with 20% effort.

Step #4 – Implement tracking systems

Without tracking systems properly set up, it’s like painting in the dark. We don’t know if what we’re trying to do works or not.

What can you track:

1) Traffic and source traffic – how many people enter your website and from what sources do they come from

Click Image For Full Size

2) Time on website

Let’s say your website has a lot of content on it. The pages on which you present your services s have a lot of text, you have a lot of articles on your blog and so on.

How do you know if people read all this? Well, a simple way it is to look in Google Analytics and check this time on site metric.

If people are spending 10 seconds on average on each page, it’s clear that you might have a problem.
3) Form submission – check how many people visit your website versus how much they actually schedule an appointment by completing a form
4) How people use your website

You can use a free tool to see how people interact with your website.

Click Image For Full Size

5) Marketing channels’ efficiency

In Google Analytics you can check which channel brought you the most customers.

Click Image For Full Size

6) Measure offline marketing activities using codes

You’ve created some flyers? Ask people to come with those flyers and you know exactly how much did you spend on marketing versus how much money those flyers generated.

Step #5 – Rapid fire testing

This is the stage where you implement your ideas.

One thing you should keep in mind here: test as quick as possible. In this way you can quickly check if your ideas work or not and then you can move on and improve.

Now, this might sound a lot like guessing. But the difference between testing and guessing is that you don’t test ideas out of the blue. At the first steps you’ve done your proper research, you prioritized your ideas and you did your buyer persona research.

For example, there are about 50 live versions of Facebook.


Well, they are constantly testing new features on a small audience. When the idea proves a success among some several communities, they implement it worldwide.

Step #6 – Analyze, optimize and repeat

At this step we check the results.

If an idea failed, we cut it off the list.

If an idea worked, but not as good as we expected, we try to see if we know how to improve it or if it’s worth the effort of making it work.

If it worked as we expected, we double our investment in it.

You see, in this way, dental marketing is not a blind chase after ideas. Using a simple plan, you can take informed decisions.

Wrap up

Here’s the dental marketing plan process in a nutshell:

1. Define your buyer persona
Imagine buyer persona exemplu

2. Define specific, actionable, measurable and time bound objectives
Image cu exemplu de obiectiv

3. Brainstorm for ideas

4. Prioritize ideas

5. Implement tracking systems

6. Test, test, test. Quickly.

7. Analyze and optimize

Part #3

What are the top 5 marketing strategies that work today for a dental office

This step is an overview of the dental marketing strategies that can help you effectively and efficiently advertise your dental office.

In the next chapter we’ll get into all the details of each marketing channel and tactic.

At this step, we just want to get the big picture on the ways you can get more clients for your dental office.

Here are the main dental marketing strategies you can try:

1) SEO
2) Content marketing
3) Paid ads
4) Influencer marketing

1) SEO

Difficulty: MEDIUM        
Time to see results:

SEO stands for Search Engine Optimization.

This basically means optimizing your website so that it appears in the first positions in Google.

Here’s a complete guide you can read ===>>>

If you want to get qualified visitors (those that are highly likely to become a patient), this is a great marketing strategy and channel because the user intent is high.

When someone is searching for “teeth whitening prices” or “invisible braces price” it means they have a pretty strong intention to buy.

If you compare it to Facebook marketing, simply by targeting people between certain ages, you cannot know when someone needs braces for example.

Optimizing a website to show up in Google takes time. Not only because it is not an easy process, but also because that’s how Google works.

2) Dental marketing strategy #2 – Content Marketing

Difficulty: HIGH
Time to see results: MEDIUM-HIGH        

Imagine you’re at the first date with someone. You’ve barely met each other and you suddenly ask her (or you’re asked) to get married.

What do you think will happen? 


You see, content marketing is like first dates. It builds trust, it helps the customer get to know your brand better, know how you can help them and eventually helps him decide whether you are the right fit for them or not.

Basically, you put out content that answers people’s questions, helps them solve their problems (in advanced) so that when they are ready to buy, the come to you and not the competition.

For example, you can create some educational content (articles, infographics, videos etc.) that helps parents take care of their children’s teeth.

In this way, people will consume your content everyday , they read your blog articles, they watch your videos etc. They are not yet your customers because they might not have a problem.

But when they’ll do, they will choose your office because you’ve already PROVED your expertise and EARNED their trust.

Now you may be wondering, what is this content all about?
Well, content can come under a lot of forms.

It can be:

  • A blog
  • A podcast
  • Videos distributed on Facebook, Youtube or other channels
  • Infographics
  • Short education Facebook/Instagram/Twitter posts
  • Ebooks/Definitive guides on a certain topic
  • Guest post articles (articles written by us on other websites)
  • An event you can host (yes, this is also content marketing)
  • Etc. etc. etc.

Studies show that people need between 6-9 interactions with a brand until they become a customer.

This is mainly because of trust. They wonder: should I trust this dentist? Is it good for me or not?

Content marketing helps you achieve all that because they keep finding your content when they need it.

You need to invest a lot of time (and maybe money, if you cannot produce content on your own) to produce quality content.

3) Dental marketing strategy #3 – Paid Ads

Difficulty: EASY        

Time to see results: IMMEDIATELY        

I think there’s nothing to add here. We all know them, we all avoid them.

Unless you run ads on Google Adwords. That is a fantastic way to get your waiting room full of patients! (we’ll talk about that soon).


1) Easy to implement
It takes you half an hour just to get started on Google or Facebook versus writing a 40 pages in-depth guide (a.k.a content marketing).


2) Laser targeting
These days platforms offer you a lot of targeting features.

For example, if you offer pediatric services, on Facebook you can target moms that have kids between 6 and 12 years.

How cool is that?!

Click Image For Full Size

1) People hate ads and avoid them like plague
2) Once you stop paying, clients stop coming

Dental marketing strategy #4 – Influencer marketing

Click Image For Full Size

This basically means that someone who already has an audience promotes your business.

And the good new is that this strategy is getting more and more effective.


Well, it is pretty simple. Because at the base of this strategy stands one of Cialdini’s persuasion principles: the authority.

People view influencers as someone with authority, someone who ALREADY TRUST.

It’s like asking a friend for a restaurant recommendation. You trust him and you don’t need a lot of arguments from him.

1) You gain almost instant credibility
2) People are more likely to become your customers

1) It can be quite cost effective, depending on how well-known the influencer is

2) Not all the influencers know how to effectively promote a product (you cannot just say “Hey, buy this”, people don’t like and don’t trust these things)

Part #4

Dental marketing ideas

You may find this section to be the most interesting information in the whole dental marketing guide.

That’s because you can literally copy-paste these marketing ideas that worked tremendously well for others and will work for you too.

Of course, you’ll have to adapt it for your specific office. But trust me, implement these ideas and your waiting room will be full of patients.

1) The fastest way to get customers (without building a brand and a huge audience)

Imagine you’re lost in the desert, with no water, wandering for 2 days. All you have is 10,000 $ at you.

How much would you be willing to give for a bottle of water?

Now imagine you are in your city. You just had lunch. You have all you need: food, water and so on.

And I come to you and offer you a bottle of water. I tell you it is the most pure water in the world. That it contains I don’t know what beneficial substances etc.

Since you just drank some water and you’re not thirsty, what are the chances to buy from me? Especially in comparison with the first example, where you needed water?

You see, the same thing goes for the online world: the fastest way to get clients is to find the ones that need you the most.

Of course, the examples are exaggerated, but you get the point.

People that are actively looking for you are the ones most likely to buy.

And for this, you can use Google Adwords to show your website only to those visitors that are searching for a particular service.

How does Google Adwords work exactly?

First, you have to create a free Google Adwords account (step by step tutorial here). It shouldn’t take you more than 15 minutes.

Then, you create a campaign where you introduce certain keywords.

Click to open full screen image

When people search for those keywords, your ad shows up.

Click to open full screen image

If someone clicks on your ad, you are charged a certain amount of money.
If they don’t click on your ad, you don’t pay anything. It’s as simple as that.

A few things you should keep in mind here:

1) Use keywords that have a specific intent.

For example, for someone who searches on google for “dentist” you can’t really know what he wants.

But someone who searches for “invisible dental braces”, it’s already another story, right?



The bottom line is this: when you choose specific keywords, you dramatically increase the chances someone ends up buying because you can create a more meaningful (and automatically more persuasive) message for them.

2) Your landing page should act like a salesman.

The only purpose of your landing page (the page people land on after clicking the ad) is to sell.

It doesn’t have to be nice. It doesn’t have to have nice words that sound good.


It has to be persuasive. It has to answer people’s questions. You either hire a copywriter to help you, or you learn by yourself how to write damn good copy (texts that are meant to sell).

Otherwise, you can bring thousands of people on your website, but if you cannot convince people, you are throwing money away.

Source – Click to open full screen image

2) How to use a very important, but almost unknown trick (for dentists) to almost double the conversion rate, at low cost

Ok, now we set up a Google Adwords campaign and we brought relevant visitors to our websites.

But if you’ve tried some marketing so far, you probably noticed that even if you attract a lot of visitors or followers, very few people end up your patients.


What do you do if people click on your ads and they don’t buy?

Studies have shown that people need between 6-9 interactions with a brand before they end up buying, depending on how complex or expensive is the product or service.

Just think about it, do you buy a car the first time you see an ad? Of course not, you need some time to gather more information in order to be sure that you make the right decision.

The same holds true with dental marketing services. People need to make sure:

  • They can trust the doctor
  • It is the right decision for them
  • Other people tried your services and you helped them (reviews)

So, the solution is simple: use retargeting to answer their objections and convince them to become your patient.


Ok, ok, here’s what it means.

Retargeting (or remarketing) is when you show an ad (or some other content) to people who have already interacted with your website.

You can do retargeting both on Facebook and on Google (or pretty much any other advertising platform) and they work pretty much the same.

(I’ll show you in a minute how you can set things up technically. It’s really not complicated)

Click to open full screen image


Here’s a concrete example you can copy and adapt to your business

Let’s say a guy named Frank is searching on Google for dental braces and lands on your website after he clicks your ad.

But for some reason, he leaves your website, without scheduling an appointment.

Maybe he was at work and his boss came in.


Maybe his wife called.

Or maybe he just wasn’t convinced yet about your services.


The point is, you paid some money to Google to get him to your website and now you’ve lost it forever.

But, thanks to retargeting…

You have the chance to convince him to return and schedule an appointment.

You can gain his trust by showing some testimonials from previous customers

Facebook ad example - testimonial

Or you can further answer to some questions he might still have.

Facebook ad example - answer patient's objections

You see, the possibilities are endless.

But all these retargeting ads help you do one thing: give visitors another reason to come back to your website and become your patients.

How to set up retargeting on Facebook (step by step quick tutorial)

The principle on how to use and setup Facebook retargeting is pretty simple:

1) Facebook provides you a code (named Facebook Pixel).

2) You install (copy-paste) this piece of code on your website.

Using that code, Facebook can track your visitors and then show them an ad in their Facebook news feed based on some criterias you set up.

Here’s the FULL tutorial on how to setup remarketing and how to create a remarketing.

Click the image to view full screen and swipe right to check the full tutorial


How to use Facebook’s laser targeting to reach your ideal patients

Do you offer pediatric dental services? You can show an ad only to parents.

Want to target only people that are near your dental office? Here’s how to do it.

Have a list with existing customers? Use Facebook’s Lookalike Audience* feature to find more people with similar interests and behaviors with your past customers. 

*Facebook has a feature called “Lookalike audience”. This features works something like this: you tell Facebook “Hey, here’s a list of my existing customers” and Facebook then searches people with similar interests and behaviors of that list. 

Swipe right or use the arrows to see a complete tutorial on how you can create a lookalike audience

How to show up in Google when someone is searching for a dentist in your town local search results

It’s called Google Local Business and is one of the fastest way new clients.


Well, 2 reasons for that:

1) You show up in the search results right when people need your service


2) The competition here is usually very low
When they start marketing, business owners often rush into spending money on ads.

Which is a good thing

But they’re leaving a lot of money on the table by not starting to optimize the first place their clients are searching for.

How to optimize Google Local business

1) Set up your Google My Business account
To set it up, head to and click one of the green “Start Now” buttons. 

Dental marketing guide - how to set up a Google My Business account


Fill out all of your information to register your business.

Dental marketing idea - show up in Google My Business

2) Make sure your NAP is consistent

The second important step you need to take if you want to show up in Google Local results is to NAP.


Nope, I don’t mean you should take a nap.

N.A.P stands for name, address, and phone number.

This information should be consistent no matter where you post it because if Google finds several variation of this information, it doesn’t know what results to show, so it will rank your business lower in the search results.

You can (and should) also include your NAP on the important pages on your website (e.g., home page, about page, services page, etc.).

Usually, you can put it in the footer area like this.

Dental marketing - make sure your NAP is consistent


3) Complete all the information Google asks for (and then more)

Your listing has valuable data that makes it easier for potential customers to find your company.

But if you don’t fill that information in, someone else could (even competitors).

Many business owners don’t realize that anyone can suggest a change to your business listing — and that includes competitors.

When a searcher clicks on your GMB listing they can see a “Suggest an edit” option:


4) Ask for reviews

Online reviews appear next to your listing in Google Maps and your business’ Knowledge Panel in search.

So, reviews can help people choose you over the competitors.

Plus, online reviews are known to impact search result rankings, consumer trust, and click-through rates.

According to BrightLocal’s 2017 Consumer Review Survey:

  • 97% of consumers read online reviews for local businesses in 2017, with 12% looking for a local business online every day
  • 85% of consumers trust online reviews as much as personal recommendations
  • Positive reviews make 73% of consumers trust a local business more
  • 49% of consumers need at least a four-star rating before they choose to use a business
  • Responding to reviews is more important than ever, with 30% naming this as key when judging local businesses
  • 68% of consumers left a local business review when asked — with 74% having been asked for their feedback
  • 79% of consumers have read a fake review in the last year

What should you do?

Well, you know what I’m gonna say 🙂 Obviously, try to get as many reviews as possible.

But what is you get a negative review? 


Just kidding.

The first thing, don’t freak out. Everybody has a bad day and most people recognize that.

Also, if you have a troll that gave you a one-star review and left a nasty comment, most people with common sense recognize that review for what it is. It’s generally not worth stressing over.

And for the “genuine” bad reviews, make sure you respond to them and show people that you understand the situation and you’re going to handle it as soon as possible. Not only does it show that customer that you appreciate their feedback, it also shows potential customers that you care.

How to get a tremendous amount of exposure by answering people’s questions

This tactic can help you kill 2 birds with one stone.

It can help you get a tremendous amount of free visitors.

And it can help you boost your credibility and authority.

Here’s what I mean.

When people have a problem, they usually go to good ol’ Google. And from there, they start posting questions all over the Internet, until they find an answer.

All you have to do is help all these people in advance, prove your expertise and they will want to become your customers.

The only tip you should keep in mind when trying this dental marketing strategy:


Just help. Answer people’s questions. Link to a blog post that contains a detailed answer if you need to.

But don’t say something like “hey, we can help” and then link to your service page.

Just think about it, if someone asks a question and all he gets are 20 links from 20 different dentists that promote their services page, does it help him or her?

7 unconventional, but extremely powerful ideas you can copy right away to make your dental office stand out

Guerrilla marketing is an unconventional advertisement strategy concept designed to grasp attention in more personal and memorable level.

Here are a couple of examples of guerilla dental marketing examples:

Swipe right to see all the examples

Is guerilla marketing worth the investment?
Well, people can remember only a few brands at a time. So marketing is a battle for a “space” in people’s minds.

The more unusual and the more repetitive you are in people’s minds, the easier they’ll remember you.

And the easier they remember you, the quicker the decision they make to become your client.

But, of course, if you’re just starting out, guerilla marketing is probably not the best way to start your dental marketing campaign.

Instead, you should try to attract customers quickly via Google or Facebook ads and then also invest in other marketing channels as your business grows.