Let’s be honest – there’s a ton of noise out there about dental marketing. Most articles you read go on and on about what the big corporate dental chains are doing with their massive budgets. Great for them, but what about you? The local dentist trying to keep chairs filled without blowing through your retirement fund on marketing?
You need local dental advertising that actually works. That’s the straightforward practice of promoting your dental services to people close enough to your office that they’d actually consider coming in. The beauty of local marketing is that it lets you compete with those bigger players because you can focus your limited marketing dollars precisely where they matter – in the neighborhood around your practice.
For any dental office today, local marketing isn’t optional – it’s essential if you want to maintain your patient base while fending off competition from other local dentists. And given that practically everyone now searches for health services online, your local marketing strategy needs to be heavily digital-focused to capture these patients.
Some local marketing approaches mirror what the national brands do, but others leverage tools specifically designed for local businesses – whether that’s your immediate neighborhood, your city, or your county. Here are nine proven local marketing strategies that actually generate new patients:
1) Most Searches Are Mobile – Is Your Practice Ready?
Here’s a fact that might surprise you – over 66% of all searches happen on mobile devices now. Not desktops, not laptops – phones.
So what happens when a potential patient pulls out their phone, searches “dentist near me” and your site loads like it was designed in 2005? They bounce faster than you can say “root canal” and call the practice with the website that actually works on their phone.
Mobile-friendly means your text is readable without squinting, your images fit properly on a small screen, and navigation doesn’t require microscopic finger precision. It also means patients can book appointments, find your location and hours, and tap your number to call you right from their phone.
Not sure where your site stands? Use the Google mobile-friendly test to see how you’re doing. If Google gives you a thumbs down, it’s time to update your site with responsive design that adjusts to fit any screen size. This isn’t just about looking good – Google actually ranks mobile-friendly sites higher in search results, directly impacting how many potential patients find you.
2) Make Your Website Locally Relevant
This might seem obvious, but I’m constantly surprised by how many dental websites I visit that don’t clearly show where the practice is located on every page. Make sure your full address is built into your site structure, typically in the footer at the bottom of each page. And please, include an interactive map that shows your location and lets users get directions – this small addition can significantly boost your visibility in search results.
Go through your website content and look for opportunities to weave in location information. Instead of generic phrases like “our local dental practice,” be specific: “our Westlake dental practice” or “North Austin’s trusted family dentist since 2005.” If your office serves multiple neighborhoods or suburbs, mention them all where appropriate throughout your content.
For example: “Whether you’re in Highland Park, Oak Lawn, or Uptown Dallas, our centrally-located office makes quality dental care convenient for your busy schedule.”
And while you’re reviewing your site content, take a critical look at its overall appearance. If your website looks like it was built during the Obama administration, it might be time for a refresh. Potential patients absolutely judge your clinical skills by your website’s appearance – fair or not, that’s reality.
3) Leverage Location-Based Paid Advertising
One of the biggest advantages of digital advertising is the ability to target exactly who sees your ads based on where they are. When you run Google search ads or Facebook ad campaigns, you can set geographic parameters so you’re only paying to reach people within a reasonable distance of your practice.
Both platforms are relatively affordable to get started with, but they definitely require some know-how to get right. Make sure you include location information in both your campaign setup and the actual ad content. The most successful dental practices continually test different versions of their ads (called A/B testing) to see what resonates with potential patients.
For Google ads, focus on keywords like “dentist in [your city]” or “emergency dental care near [neighborhood].” For Facebook, you can target users within specific zip codes and then further refine based on demographics that match your ideal patient profile.
Don’t expect overnight success – the best results come from experimenting with different ad content, audience targeting, and the pages users land on after clicking your ads. Start with a modest budget, measure your results, and adjust based on what’s working.
4) Try Digital Direct Mailer Ads
Remember traditional direct mail postcards? They’re still around, but their digital equivalents are often more cost-effective and measurable. Digital direct mailer ads combine the targeting of traditional mail with the convenience and trackability of digital.
Platforms like teethtalk ads have created innovative approaches that connect interested dental patients with local dentists through digital channels. Think of them as direct mail ads, but shown only to people actively looking for dental services in your specific area.
This modern approach to patient acquisition works because your practice is only being shown to people who have already demonstrated interest in dental services. You’re not wasting money showing your ad to someone who just had their teeth cleaned last week or who lives 50 miles from your office.
The key difference from traditional direct mail is that digital mailers can be triggered by specific online behaviors that signal someone might need a dentist, making them significantly more likely to convert to an appointment.
5) Own Your Directory Listings
If you only do one thing from this entire article, make it this: claim and complete your Google My Business listing. This is absolutely the most important directory listing for your practice, full stop. When it’s properly optimized, Google Search is much more likely to display your practice when people search for dentists in your area.
A complete GMB listing also positions you to appear in what’s called the “local pack” – that map with three business listings that shows up for local searches. Getting in that local pack can dramatically increase your visibility without spending a dime on advertising.
Beyond Google, there are dozens of other online directories that strengthen your local presence. Make sure to add your information to directories like YellowPages.com, Bing Places, Yelp, LinkedIn, Better Business Bureau, and your local chamber of commerce.
The critical factor here is consistency – make sure your practice name, address, phone number and website address are identical across all directories. Even small differences like using “Street” in one listing and “St.” in another can diminish the SEO benefit these listings provide.
Several dental-specific directories are also worth considering, including teethtalkgirl.com, which features a dentist map directory powered by social media and local search terms. The more quality directories you’re listed in, the more paths potential patients have to find you.
6) Master Local Search Engine Optimization
Local SEO builds on the foundation of localizing your website content. The goal is to ensure your site appears when someone searches for terms like “dentist near me” or “dental office in [your city].”
Beyond including location terms in your website content, you should also incorporate them in your page titles, meta descriptions, image alt text, and URL structures where appropriate. If you’re not sure which local keywords to target, tools like Google Trends can help identify popular search terms in your area.
Creating locally-focused content can also dramatically improve your search visibility. Consider adding a blog to your site where you can write about local events, community involvement, or even seasonal dental tips specific to your area (like “Protecting Your Teeth During Austin’s Festival Season” or “Summer Dental Care Tips for Chicago Families”).
The higher your site ranks in search results, the more likely potential patients are to click through to your website. Research shows that the first organic result on Google gets nearly 32% of all clicks, while results below position #5 receive less than 5% of clicks. That difference can translate to dozens of new patients every month.
7) Be Social Media Savvy
Social media platforms offer unique opportunities to connect with your local community. Make sure your profile information includes your full practice name, address, phone number, and website URL – and again, keep this consistent with your directory listings.
The content you share should occasionally highlight local events, activities, or causes your practice supports. This not only strengthens your community ties but also signals to social platforms that your content is relevant to local users.
Consider running targeted promotions or contests specifically for local followers, then highlight the winners in your content. Something as simple as a monthly drawing for a free electric toothbrush among new followers can generate engagement and expand your local reach.
While Facebook remains important, don’t overlook other platforms. Instagram is excellent for showcasing your office, team, and before/after results (with patient permission, of course). Twitter can be useful for sharing quick tips and office updates, while YouTube allows you to share educational content that demonstrates your expertise.
The key with social media is consistency and authenticity – regular posts that genuinely reflect your practice’s personality will outperform sporadic, generic content every time.
8) Get Involved in Community Activities
Your online presence is crucial, but nothing beats face-to-face community involvement for building lasting relationships. Sponsor a youth sports team and get your logo on their jerseys. Set up a booth at health fairs or community festivals. Participate in charity events or organize a free dental screening day for underserved populations.
These activities demonstrate that you care about more than just running a business – you’re invested in the community’s overall wellbeing. They also create natural opportunities for positive word-of-mouth as people experience your team’s friendliness and professionalism outside the clinical setting.
Community involvement doesn’t always require a big financial investment. Something as simple as volunteering at a local food bank wearing practice-branded t-shirts can generate goodwill and visibility. The key is being genuine in your participation – people can easily sense when community involvement is just a marketing tactic versus a true expression of your practice values.
9) Join or Create Local Community Groups
Online community groups, particularly on platforms like Facebook and Nextdoor, have become incredibly influential in local buying decisions. Many neighborhoods have community groups where residents share recommendations, including for healthcare providers.
Join these groups as an individual (not as your practice page) and be a helpful community member, answering dental questions when appropriate without being overly promotional. When someone specifically asks for dentist recommendations, a simple “I’m Dr. Smith at Riverview Dental on Main Street, and we’d be happy to help” is perfectly acceptable.
Consider creating your own community-focused group as well, such as “Westside Families” or “[Your City] Smile Tips.” While these require ongoing management, they position you as a community leader and create a platform where you can share valuable information while building relationships with potential patients.
The most successful community groups focus primarily on providing value rather than promoting your practice. Share general dental health tips, alert members to community events, and foster discussions that help group members connect with each other. Your practice branding can be present, but shouldn’t dominate the conversation.
Winning the Local Dental Marketing Game
For most dental practices, local marketing isn’t just one piece of your strategy – it should be your entire focus. Unless you have offices scattered across multiple states, there’s little reason to market beyond the geographic radius where patients are willing to travel for dental care.
The strategies above allow you to compete effectively with practices of all sizes, including corporate dental chains with much larger marketing budgets. By focusing precisely on your service area and leveraging both digital and community-based approaches, you can build a steady stream of new patients without wasting resources on broad, untargeted marketing.
The most successful dental practices combine multiple local marketing tactics into a cohesive strategy, measuring results and adjusting their approach based on what works best in their specific community. Start with the tactics that seem most achievable for your current resources, then expand your efforts as you see results.
Want expert help implementing these strategies? Schedule a free strategy call with Travis for Dentists, and we’ll help you customize a local marketing plan that fits your practice goals and budget. Your next great patient is right in your neighborhood – we’ll help you find them.