Sustainable Marketing Strategies: How To Succeed Without Paid Ads

Why Sustainable Marketing Starts With High-Quality Content

With people spending so much time online these days, it’s only natural that marketers assume paid advertising—specifically paid online ads—needs to be a core component of their marketing strategies. But that’s not necessarily the case. While yes, a strong online presence should be a nonnegotiable part of your strategy, content is what can really help you grow that awareness and get in front of your target audience. And when you have great content and know how to promote it, you don’t need paid ads to make it happen.

Types of Content To Include in Your Strategy

At Jameson Management & Marketing, we believe that content really is king, and for good reason. People want information, and they want it fast. Thankfully, that’s precisely what great content is designed to do—provide helpful information when the target audience needs it most. 

But content is about more than just great blogs, though that’s a great place to start. Consumers love to embrace content in different ways. That’s why your content strategy should include varied content. Consider the following:

Blog Posts

Blogs are a great way to share in-depth information on relevant topics that resonate with readers. Each post can address a specific patient concern, offer helpful tips, or answer common questions. Blogging also encourages regular site visits as readers return for new insights and updates.

Infographics

These graphics are not just fun to look at but simplify complex information such as dental implant placement or root canal therapy. Infographics are also a great way to highlight statistics and processes or compare treatment options.

Videos

Videos allow for an entertaining and personable way to connect with your audience. Whether you’re demonstrating procedures, introducing your team, or explaining preventive care, videos offer an approachable way to educate patients and help them feel comfortable with your practice.

Guides

Comprehensive guides are valuable resources on broader topics like dental care routines, treatment options, or oral health myths. These are downloadable, long-form content pieces that patients can refer back to when they want to know more.

Benefits of Evergreen Content for Ongoing Traffic

Evergreen content is material that remains relevant and informative over time. Unlike seasonal or time-sensitive content, evergreen pieces like “How to Brush Properly” or “Understanding Dental Implants” consistently attract visitors since the topics don’t become outdated. 

This type of content keeps driving traffic to your site as patients search for these reliable resources. Over time, this approach helps build trust, encourages consistent engagement, and grows organic search visibility without needing ongoing paid ads.

Optimize content for SEO.

While it all starts with great content, that content won’t get you very far if it isn’t optimized for SEO. Search engine optimization—aka SEO—is all about tweaking your content so that it will rank higher in search results. If your content doesn’t show up on that first page when patients are searching, then they won’t see it, and your practice is far less likely to be at the top of their minds.

Optimizing content for SEO involves the following:

Keywords

Using relevant keywords makes your content discoverable by patients searching for dental services. Research the terms and phrases your audience is likely to use and incorporate them naturally throughout your content, including in titles, headers, and within the body of your text. This helps search engines recognize your content as relevant to user queries.

Meta Descriptions

Meta descriptions are brief summaries of your content that appear right under the page title in search results. Crafting a clear and engaging meta description encourages users to click through to your content. Using keywords here also provides a quick overview to both search engines and potential readers, improving your chances of being chosen.

Link Building

Including links to reputable external sites, such as the American Dental Association, as well as other pages within your own website (internal links) adds credibility to your content. Internal links help guide readers to more information on related topics within your website, which also helps search engines understand your site’s structure and relevance.

Headers

Headers, or headings and subheadings, break down your content into easily readable sections. Using headers not only improves the reader experience but also helps search engines understand the main points of your content. Including keywords in your headers also helps reinforce the topic of each section.

Original Content

Search engines prioritize original, high-quality content, so avoid duplicating material from other sources. Unique content tailored to your audience builds trust, sets your practice apart, and improves your SEO by showing search engines that your site provides fresh, valuable information.

Leverage social media organically.

Making social media a part of your marketing strategy is an absolute must. The average person spends about 143 minutes per day on their favorite social platforms. So if you want prospective patients to find you, your practice needs to have a presence there too. But you don’t have to invest in paid ads to be seen by your target audience.

In fact, social media can be a low-cost—and potentially no-cost—tactic in your marketing bag of tricks. Here’s what to do:

• Build an authentic presence on social platforms. Share insights into your practice, introduce team members, and offer helpful dental tips. Authentic posts that reflect your practice’s personality help patients connect with you on a more personal level, making your brand more relatable and trustworthy.
• Engage with your audience through meaningful interactions. Respond to comments, answer questions, and participate in conversations. Taking the time to interact with your audience shows that you’re approachable and invested in their well-being.
• Share user-generated content and testimonials. Reposting photos or testimonials from patients (with their permission) showcases real experiences and satisfaction, adding credibility to your practice. This type of content is especially compelling, as it reflects genuine feedback and creates a sense of community among your followers.

Build an email list and drive more traffic to your website.

Another great way to drive more traffic to your website and create engagement with all that amazing content is by building an email list. And we can assure you, despite what you might have heard, email is definitely not dead.

An estimated 88% of users check their email accounts at least several times per day. If you have content that is informative and can help answer a question or solve a problem, there is a high probability that your email audience will click on that content to learn more. 

Here’s what to do to build that email list and avoid the need for paid ads:

• Grow your list through opt-ins and content upgrades. Offer simple sign-up options on your website and create valuable resources, like downloadable guides or checklists, that visitors can access in exchange for their emails.
• Focus on delivering value through regular newsletters. Send newsletters packed with helpful tips, practice updates, and links to informative content. Focusing on your audience’s interests and needs keeps them engaged and looking forward to each email.

Build partnerships and encourage collaborations.

Last but certainly not least on our list of marketing tactics that can help you succeed without paid ads is all about cooperation. In the dental space, there are so many opportunities to partner with other businesses in your community. And there are plenty of ways to develop that local presence so that patients can find you when they are in need of dental care.

Here are some things to build into your marketing plan:

• Collaborate with complementary local businesses. Partner with health and wellness businesses, like gyms and nutritionists, to share referrals, cross-promote services, or create educational events. These partnerships help reach new audiences who may benefit from your dental expertise.
• Join your local chamber of commerce or dental association. These networking opportunities allow you to build relationships and increase local visibility.
• Participate in community events or sponsor local initiatives. Offering free dental checkups at health fairs, sponsoring youth sports, or supporting local charities creates goodwill and raises awareness of your practice’s role in the community.
• Collaborate with other healthcare providers. Build a network with nearby medical professionals, such as pediatricians and orthodontists, to create referral pathways and offer patients a more comprehensive approach to their health.

Building a sustainable marketing strategy with Jameson Marketing.

We won’t beat around the bush: Developing a robust marketing strategy that will help your target audience find your practice takes a lot of work. But you don’t need paid ads to do it. 

If you need the best dental marketing strategies for dentists, Jameson Marketing can help. We’re experts who work specifically with dentists and can help you every step of the way, from setting up a dental website to creating great content and everything in between.

Ready to get started? Contact us today.