FROM $900/MO TO $150,000/MO IN NEW BUSINESS
Pediatric Smiles faced a critical lack of leads and new business which lead to major swings in their business’ revenue. Our digital marketing strategy provided the leads Pediatric Smiles needed to grow their business over 166x, open a new office, and hire additional doctors.
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Results for Pediatric Smiles
The numbers tell the story! Take a look at these powerful results and hear directly from Pediatric Smiles:
Client Testimonial:
We usually call September “Sucktember” because it is so slow. This year marketing is making it the busiest we have ever seen. Dr. Francois has had 16-hour days to keep up with all of our new patients.
– Pediatric Smiles
166X MORE REVENUE
Marketing efforts helped increase revenue by over 166x in three years leading to building a new office and hiring additional doctors.
460+ LEADS
Key conversions show over 460 leads generated just from the website.
+60% ORGANIC TRAFFIC*
Increased organic traffic to the website by ~60%.
+77% ORGANIC USERS*
Increased new organic users coming to the site by 77%.
36 CONTENT PIECES
Consistent publication over three years has culminated in these amazing results!
*Data from comparison of June-August in 2023 vs 2024. This case study published in August 2024.
The Problem, Challenge, and Solution
See how we broke down the issues and planned a great solution.
PROBLEM ANALYSIS
The practice was suffering from feast and famine cycles as patients came in droves during the standard seasons but dried up outside of those periods. The busy seasons were too busy, but the slow seasons were too slow to keep the practice healthy.
CHALLENGE ANALYSIS
Pediatric Smiles had very little lead generation activity. Their website was aged, with outdated SEO optimization, and no regular content creation. While an expert pediatric dentist, Dr. Francois didn’t have the resources in-house to create effective lead generation.
SOLUTION ANALYSIS
Implementing a new website to improve the brand’s image online and SEO rankings would be a critical first step. With that foundation in place, a robust content marketing strategy is used to drive inbound leads and ensure the new site dominated the Kansas City market.
Market Research
Before diving into website and content development, we needed to develop a thorough understanding of Pediatric Smile’s business, brand message, and key brand promise. Additionally, we had to determine the competition in the Kansas City market and how Pediatric Smiles differentiates from local competitors.
UNDERSTAND
To learn about the local pediatric dentist market, we conducted in-depth research using SEO and business analysis tools. We identified the three competitors with the greatest local market share.
EVALUATE
To ensure the new digital marketing strategies would be effective, we analyzed Pediatric Smiles’ key competitors and their digital marketing strategies. Essential gaps were identified which Pediatric Smiles could use to capture their market share.
APPLY
Working with Pediatric Smiles, we built out their brand identity as the friendly neighborhood dentist. We helped them position their services and brand as a comforting place children love to visit.
Developing the Strategy
A great marketing strategy starts by addressing a business’ unique problems and the challenges causing those problems. We established the target market and ensured the strategies we used would target that market where they spend time on the web.
TARGET AUDIENCE
• Parents and caregivers
• Families with children of all ages
• Parents of children with special needs
• Parents and children with dental anxiety
THE APPROACH
A Simple, Clear, and Parent-Focused Website
Parents are busy and don’t have time to wade through complicated or messy websites. We knew that it was critical to provide the most important information early and answer parents’ top concerns with minimal clicks. Additionally, positioning Pediatric Smiles’ brand would be key for pulling parents from other pediatric dentists in Kansas City. Learn more about our websites.
Informative and Helpful Content Marketing
With a new website optimized for conversions, the only limiting factor on lead generation would be getting the right traffic to the site. To ensure that parents found the site we’d need to produce SEO focused content that ranked well on social media. But just getting clicks isn’t enough. The content would also need to be high-quality and informative, so Pediatric Smiles was positioned as a trusted resource. Learn more about our content marketing.
Benefits of the New Website
The new website provided laser focus on Pediatric Smiles’ brand and unique proposition in the Kansas City market. Information about how to start dental care, first visits, and commonly requested services are all on the home page or featured prominently in the header menu. We also included a lead funnel for parents who were on the fence about their child’s first dentist appointment. This extra content helps build trust and convert the 97% of internet users who are searching but aren’t ready to change or pick providers immediately.
Benefits of Content Marketing
Monthly blogs and regular SEO updates were implemented after the site launch. These have kept Pediatric Smiles top of mind and top of search in the local market. The now robust content library on the website is a trove of valuable information for parents of current patients and parents looking for a new pediatric dentist. Regular SEO updates have helped maintain this success while navigating frequent Google algorithm updates.
