This month I have been working on a project to do lead generation for a private dental practice.

There is some competition for private patients locally, especially those who want cosmetic dentistry. The business has a substantial spend on print advertising ( Yellow Pages and elsewhere ) and already has a “pretty website” that gives no proven return on investment.

There is nothing in place on their existing website to capture the contact details of visitors and the company’s owner has no idea how many of these visitors eventually become paying clients.

We want to build a direct response web page that will give visitors a good reason to want to give away their contact details.

If we can find out what information people are looking for online locally, that is related to the service that business offers;
We can then write a free report that answers the most asked questions, as well as the important questions that should be asked, but are not.

The report can be branded with our business owner’s name and credentials.  We will set up a lead capture page that offers the report free, e.g.  “Just enter your contact information and click below and click to receive our FREE guide to choosing a Dentist in Aberdeen.”

The prospective patients are delighted to receive a report which answers their questions, and the dentist becomes established as the local “go to” expert in the mind of the report’s readers.

The dental practice staff can follow up with the prospective client soon after. Call to check that they received the report. Ask if it answered all the questions the prospect has, and mention that we do have some appointments…

For a Dental Practice in the city of Aberdeen, the relevant questions being asked online are:

“How do I choose a good dentist?”

“I already have a dental insurance plan. Which dentists locally will accept that?”

“Which dental practice is most convenient for me?”

“I need specific specialised dental treatment that my practice does not offer. Do I have to change dentist?”

“I require urgent dental treatment but am not registered with a dentist locally. Who should I contact to get treatment?”

We then write a 15 – 20 page report titled “Choosing an Aberdeen Dentist”, that answers these questions, and the “should ask” questions that the business owner knows are important if the reader is going to make an informed decision.

We add professional photos, licensed from istockphoto.com , include useful links to Industry and National Regulatory Organisations, and save the report in pdf format.

We wanted something that can be up and running quickly generating leads with the minimum of fuss. Traffic Geyser’s  Main Street Marketing Machines system seemed to be a good option for that. Main Street Marketing Machines have a whole suite of tools and materials that can be used, including Report Templates that we can quickly adapt to our purpose.

An “Opportunity Finder” lets us determine what information is being searched for online in our locality, that is related to our business’s area of expertise.   It also gives some information on what other local businesses are competing with us online.  This helps us to determine where to focus our efforts.

It also gives some data on the questions being asked online by prospective clients, we can further research on Google.

You can download the finished “Choosing an Aberdeen Dentist” guide from  here.

You can use my affiliate link to Main Street Marketing Machines and Traffic Geyser here if you wish.

Dave Christie.