Mobile has changed the rules in online marketing.
In a very familiar scene, a group of parents are gathered together and the conversation veers toward braces. Instinctively one or two parents go to their smartphones to search for local orthodontists. A list pops up and the results show local practices with 5-star reviews on Google Business, social media business pages, and online content addressing topics of concern to parents with children who need their teeth straigntened. A parent clicks on the site that seems the most appealing and starts doing research right there. Based on a decision he made in only a few seconds, one practice that paid attention to its marketing is getting a call for a consultation the next day, or maybe two calls. The others have lost an opportunity.
This is called a micro-moment. It’s a natural evolution in the era of the empowered consumer. Someone who is armed with the web at his fingertips on a mobile device with a mentality that everything should be available right here, right now. Mobile usage has changed the game in online marketing and you have only a matter of minutes or even seconds to a capture the attention of this potential patient. Are you ready?
According to a report by Google, “people today want to be empowered to make the right decision, big or small—and they’re turning to their phones for advice to guide them.” People search for “best orthodontist” to start their short list of research. Google reports that mobile searches for “best” have grown 80% in the past two years. “It’s not just for high-consideration items or weighty topics,” the report states. “Because they can, people are turning to their phones for information on just about everything.” And there’s no need to put in a location qualifier anymore like “near me” or in a specific town or zip code. Because of GPS tracking on mobile phones, people are used to results being tailored for their specific location. (Try it!)
How does a practice complete at the speed of light? Don’t worry. You really don’t have to be a speed demon to keep up. With help, practices can position themselves to anticipate the micro-moments of potential patients and embrace the pace of today’s busy consumer. Producing useful, informative and relevant content, having a dynamic social media presence, and making sure your practice shows up in Google results with lots of positive reviews are three strategies to capturing the mico-moment before it passes by.
You can be ready to capture your next patient in a micro-moment. Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, contact People & Practice at 888.866.DOCS, or by email at firstname.lastname@example.org.