Page 89 - The Dental Entrepreneur

The Dental Entrepreneur

The branding strategy I developed over many years is more important than ever. In fact, the
value of being #1 in Google organically and also in the Google 3 pac is probably anywhere
from 1000 to 2000 a month in marketing costs that you will have to spend to get equal
exposure.
One other thing that you notice is I use the term “Family Dentistry”. My feeling is keep this as
simple as possible. This means that everyone is a potential candidate. You are casting the
largest net possible. I see dentists trying to be cute and come up with what they think are
innovative names. Anything that risks confusion to the consumer is a negative. Resist the
temptation to over think this.

The branding technique that I developed involves registering two domains. The domain that
best matches the local search and one that matches the brand. I utilize one as a primary
domain and then I forward the domain associated with the brand. It works very nicely to get a
strong organic return and save a ton of Google adwords.

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