Friday Five Roundup: From kicking down income barriers to oral health to digital marketing tips for branding

Muskoka Region

Muskoka Dental Hygienist Helps Kick Down Income Barrier to Oral Health

Sarah Robertson Smith sits on national Gift from the Heart executive committee with aim to offering dental hygiene to those in need. Sarah Robertson Smith, owner of Muskoka Gentle Dental and director of fundraising for Gift from the Heart, says many Muskoka residents fall through the cracks when it comes to dental hygiene coverage. April 10, 2018.

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Business 2 Community

Digital Marketing is a Marathon, Not a Sprint

Marathons are long, hard, taxing and exhilarating races that require immense dedication and perseverance. Online marketing is no different. In fact, I’m even going to go one step further and say that online marketing isn’t just like a regular marathon, it's more like one of the hardest marathons in the world. What makes it so hard? Let’s break it down.

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Mobile Marketing: What is it and why should you use it?

By: Johanna Bannis

We're currently living in an era of 'mobile-everything' and in the marketing world, this has become increasingly important. Mobile marketing is a technique used to promote your business in a manner easily accessible by smartphones and other handheld devices. This technique employs methods such as email campaigns, SMS, MMS, website advertisements, social media marketing, blog marketing, and mobile-optimized websites. Did you know that 80% of adults who access the internet have smartphones? This provides a great opportunity to extend the outreach of your business! Mobile marketing allows you take advantage of the increasing number of mobile users - allowing for a large target audience to be reached, resulting in a higher likelihood of conversions and ultimately, more business.

Here are some tidbits on mobile marketing and why you should consider using it (if you're not already):

Mobile marketing is:
  • Personable - Mobile marketing allows open rates and click-through rates for posts and newsletters to be easily tracked, providing an opportunity for you to understand your customers’ needs and a way to engage with them on a pertinent level.
  • Accessible - 91% of adults have smartphones within arms-reach. Knowing this makes mobile marketing a good choice, as users can access information anywhere and at any time. Users are constantly checking for useful content from businesses, to promotions, to offers, articles, and so on. Why not create relevant content for them to enjoy?
  • Up-to-date - With a constant influx of information and news reports at your fingertips, you, in turn are able to provide customers with up-to-date information, relevant to their interests and your business, accordingly.
  • Cost-effective - While traditional marketing, such as billboards, TV commercials, and radio ads have a high success rate, mobile marketing provides a lower-cost option, allowing you to reach more people for less. In addition to cutting down on costs, 'going mobile' allows you to help the environment by going paperless.

Related article: Why Your Practice Should Be Mobile Friendly

Based on what we've already covered about mobile marketing, why not use these takeaway questions to see if your business is mobile optimized.
  1. Is your website mobile-optimized?

  2. Mobile optimization gives visitors to your website the best possible viewing experience, whether using a smartphone or other handheld device, without taking away from the desktop version of the website. A few things to think about, although not limited to, are:
    • Custom content - Custom Content personalizes your business and provides the opportunity for your clients to know more about you.
    • Page speed - This is the amount of time it takes for the content on your website to load, once a customer clicks on it. Ideally, customers will find the information quickly (under 2 seconds if possible). There are web tools which allow you to check the speed of your website.
    • Locations and descriptions in HTML title, meta and alt tags should be reviewed as well as keywords linked with the services you offer; making your business more easily discoverable.
  3. Is your information current?

  4. Google searches for websites which have new and updated content and also ranks these higher - making them faster to find. With constant access to information, it is vital that information is kept up-to-date, especially social media posts. Read our article on more tips for increasing social media engagement here.

  5. Who are you marketing to?

  6. Consider the demographic of the clients. Is there a particular method suited to a particular demographic? Why not let UpOnline help you out with researching your mobile marketing needs? Read more about how to reach your target audience through social media here.

All in all, mobile marketing is on the increase and proves to be more effective in reaching a large number of individuals. Contact us to discuss in detail what you can do to improve your mobile marketing strategy.

Friday Five Roundup: From Dental Marketing Budgets to Content Creation & Google's SERP

Dentistry IQ

Divide Your Dental Marketing Dollars into Buckets and Score More Patients

Most dental offices want more new patients, but they don’t know how to get them. For many offices, the big questions are, "What marketing works?", "How much should we spend on marketing?", and "How do we know which marketing to trust?"

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ClickZ Marketing Technology Transformation

How Should Your Business Approach Content Creation?

Content creation can be one of the most important strategies to grow your business. Here’s how other companies approach their content creation process and what you can learn from them.

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How to Run a Successful UGC Marketing Campaign

By: Beles Lezina

As even more businesses look to the internet and social media to promote their services, it is becoming more important for them to engage with their audience in order to build a better relationship with potential and existing customers. The most cost effective and, arguably, the most efficient way to do so is through user-generated content.

User-generated content, or UGC for short, refers to content that is created by social media users, such as comments, videos, or pictures. This content is typically created by customers or users of a product, which helps promote a business’ products or services online to potential consumers and is cheaper to implement.

Related Article: How to Capitalize on User-Generated Content

UGC helps create a sense of trust between companies and their audience as people are more likely to take recommendations from their friends and family, or genuine customers of the product or service online rather than an advertisement. According to Adweek, 85 percent of users surveyed find visual UGC more influential than brand photos or videos.

UGC has also been proven to improve SEO results, with 25% of search results for the World's Top 20 largest brands being linked to user-generated content. As UGC-centred marketing grows, it is easy for businesses that don’t partake to be left behind. Here are some tips and tricks to capitalize on this entertaining marketing technique.

First off, it is important to decide whether UGC is a good idea for your business. For the most part, a UGC campaign is really only useful if the company has a social media following. Websites that analyze and track social media presence, like Hootsuite, can provide data on whether or not the services you provide are actually being discussed online, which can help make the decision easier for you. It is also essential to take your target audience into consideration. Are they mostly young adults? If so, a UGC campaign may be ideal for your business. However, a campaign that targets older adults may not be as successful.

Friday Five Roundup: Importance of Creativity & Technology in Digital & Dental Marketing

Dentistry IQ

Social Media Practices for Dental Offices

There’s more to running a great social media campaign than just making sure your office has an account on every platform. When it comes to smart, and potentially free, online marketing, how you handle your accounts on Twitter, Facebook, Snapchat, Instagram, and Pinterest will separate your practice from the rest, especially when you want to attract young professionals and families.

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Creativity is Your Best Resource in Digital Marketing

The founder of Orlando-based iD8&innov8 LLC — and former vice-president of innovation and creativity at the Walt Disney Company —isn't suggesting employees be playful every moment of the day, but that they at least be encouraged to think creatively and bring forward ideas, no matter how offbeat they may seem. It’s something that most of us have been dissuaded from doing.

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Six Tips to Ask For a Testimonial

How effective are your testimonial-asking techniques? Consider these tips...

By: Johanna Bannis

Testimonials provide a brief glimpse into how well your business provides service and influences current and potential customers alike. Considered an important part of any review, testimonials attempt to qualify review ratings through description. Asking for a testimonial can often be tricky, however, effective testimonials can greatly promote your business. The magnitude of this is seen in the staggering statistic that 92% of individuals trust a recommendation from a peer! With such a large population relying on the 'hear-say' of others, there's no doubt that you'll want to be easily recognized as a business that has great credibility, offers a high quality service and looks for ways to boost customer experience. If you've previously had difficulty asking for testimonials, have received negative reviews, or are considering new ways to ask, then look no further - here are some tips that might prove useful.

Friday Five Roundup: A tribute to Stephen Hawking

The Guardian

A life in science: Stephen Hawking

The physicist and author, who has died at home in Cambridge, made intuitive leaps that will keep scientists busy for decades.

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Science Alert

Scientists Share Beautiful And Heartbreaking Tributes For Stephen Hawking

Physicist Stephen Hawking has passed away at his home in Cambridge aged 76, leaving the science world reeling. His legacy lives on.

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Friday Five Roundup: From Women's Day Celebrations to Amazon's Laughing Alexa


Here's How Agencies Around the World Celebrated International Women's Day

March 8th was International Women's Day and although 24 hours is not enough to show women how much they are appreciated, marketing agencies from around the world made the best of it, from social media campaigns to projections on the sides of skyscrapers.

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CDC Identifies a Mystery Cluster of Deaths Among Dentists

It seems that dentists are putting their lives on the line to take care of our oral health. According to the US Centers for Disease Control and Prevention, a number of dentists and dental assistants have fallen sick and died from a strange lung infection.

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Digital Marketing Terms Decoded

By: Beles Lezina

Whether new or an old hat in the world of digital marketing, you may need a new guide to avoid getting lost in common phrases and terms that are often used by those in the industry. Although the glossary of digital marketing terms is extensive, we'll start with a handful of phrases you should know to get you started in the business:

A monthly series of explanations to lingo and fads in the digital marketing space.


In the digital marketing world, "Keyword" refers to the word (or phrase) that people type into a search engine. Digital marketers try to make sure their business is associated with a keyword or a series of keywords in order to boost their SEO and result high in related search engine queries. It is important that keywords are highly relative to a business or brand and its website in order to be effective.

Friday Five Roundup: From Hollywood Dentists to Ancient Dental Problems

E! News

Inside the Life of the Kardashians' Dentist: 10K Veneers, Wine Spray and More

When it comes to self-confidence, teeth matter. When someone feels good about their teeth, they smile brighter, bigger and more often. You can tell instantly, especially on the red carpet where a beautiful smile is truly valued.

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Facebook Has Ended Its Explore Feed Experiment

Back in October, Facebook introduced a new initiative to put Page content in a separate feed from content within a user's personal network. It was one of the first efforts from Facebook to shift its emphasis from advertisers to users -- and it would live under what the social media channel called the Explore Feed.
Facebook ended that initiative today -- which Head of News Feed Adam Mosseri called "a trial response to consistent feedback" in the official announcement.

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Friday Five Roundup: From Growing Your Dental Practice to Netflix's Digital Marketing

Dental Economics

How to Win the Game of Dental Marketing

Let's play a game — Dentopoly. Let's grow your dental practice!

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Four Simple Tricks To Master Content Marketing

For business owners, established content marketers and new-to-marketing marketers, it is always important to update, improve and beef up your content marketing plan. After all, content is one of the most effective tools in a marketer's bag.

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How Can Google AdWords Benefit Your Dental Practice?

By: Mahnoor Awan

As a dental practice, you likely have a beautifully designed website and branding, complete with the best web practices, fully optimized for SEO, resulting in your practice's website on the first page of results for relevant searches. You also regularly post on different social media platforms and reach out to your patients for reviews. You think you've done everything but are still looking for new patients. How else can you bring in more new patients?

This is just one of the scenarios where you, as a dental practice owner, should consider taking advantage of online advertising, as part of your digital marketing strategy.
One of the most effective online advertising services is Google AdWords.
When you are looking for something, what is the first thing you do?
Search on Google.
On an average, there are 40,000 search queries on Google per second (3.5 billion per day on average). Then why not take advantage of such an opportunity to expand the online presence of your dental practice and the services you offer? Our statistics show an increase to the number of appointment requests for practices that have both good natural SEO placement AND AdWords campaigns (regardless of the source of the interaction). It's as if there's the perception that having both adds additional credibility while providing additional opportunity to show branding and messaging to the potential client.

Therefore this approach extends and goes hand in hand with having a well designed, functional, responsive, and well optimized website.

Are you intimidated by the idea of Google Adwords because it sounds too complicated or involves too much money being spent on a monthly basis? Does it seem like a high risk strategy? Well, it doesn’t have to be, as we go in detail explaining what exactly is Google AdWords, how it works, its benefits, and if it is the right marketing strategy for your practice.

What is Google AdWords?

When you do a Google search for almost anything, the first few results you may see could have a little "Ad" tag on the left, those are Google Ads. (Google used to place ads down the right hand side of the screen as well - but this newer practice streamlines all results and is more responsive to different screen sizes).

Friday Five Roundup: From HR Solutions for Dentists to Personalized Marketing Efforts

Nasdaq - Global News Wire

Dental Membrane and Bone Graft Substitutes Market is exhibiting a strong CAGR of 9.3% by 2024, globally: Transparency Market Research

According to a recent report by Transparency Market Research, dental membrane and bone graft substitutes market is anticipated to witness a sound growth with a steady CAGR of 9.3% within the forecast period from 2016 to 2024. The market is expected to soar around the value uS$922.6 mn in 2024, from US$419 mn in 2015. Based on product type, the market for dental membrane and bone graft substitutes is led by bone graft substitute segment, in which allograft procedure accounts for a strong position in the market due to its comfortable acceptance by the human body, coupled with its biocompatibility property. In dental membrane market, the restorable membrane is anticipated to be the dominant segment.

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Intelligent Agility Is The New Black For Today's CMO

Life as a B2B startup CMO is not for the faint of heart. Markets and circumstances can change in the blink of an eye due to competitive threats, changing macroeconomic environments and windows of opportunity opening and closing. It is critical to develop the ability and agility to see what's coming, quickly assess situations and respond with a plan of attack that doesn’t derail your overall strategy. In other words, speed and intelligent agility is the new black.

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4 Free Visual Content Tools Every Digital Marketer Should Know

By: Beles Lezina

Digital marketers know creating content can sometimes be tricky. Whether you're new to the industry or a self-proclaimed expert, producing visual content can be a difficult and often frustrating process. Here are four free online content tools that can make it as easy as clicking a button:

Friday Five Roundup: From Dental Imaging Technology to AI in Digital Marketing

Digital Journal

Squid Ink Provides New Dental Imaging Technology

Improving the accuracy of dental imaging helps patients to receive optimal care. A new imaging method has an unusual material source: squid ink. This helps to improve the clarity and contrast for gum disease inspections.

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Future-Proofing for Growth in the Age of AI

AI is all the rage on tech websites, but it can still seem like a pretty obscure, inaccessible tactic for B2B companies.

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SCAM Alert - Google My Business

We hear you've been getting calls and even we get calls. A strange number rings, there's often a pause, and then a recorded message states:

Dear Business Owner, Numerous attempts have been made to verify your business location. This is our last attempt to reach you. Your business is at risk to be removed from Google's Search Results. Press #1 to speak to a Google Operative Now.

Sounds important, right?

Well, it's a scam.

Is Google removing your reviews? This might be why...

A case of disappearing reviews and what to do about it…

By: Johanna Bannis

According to the 2017 Local Consumer Review Survey, 85% of consumers trust online reviews as much as a personal recommendation - an important statistic when growing your business. As such, they can play such an important role in the ongoing success of business practice. So what happens if reviews that you work hard to cultivate are being removed? Business owners are confused as to why some reviews are being removed from Google. Particularly, it seems strange that a review can be published and then, not long after, mysteriously disappear.
Well, there's a reason for this:
Google has specific criteria for reviews and may filter any reviews (over time) that don't adhere to it.
You may inadvertently be asking for reviews incorrectly, or have otherwise run afoul of the rules without realizing it. If you've checked out the Google criteria and still don't feel that the reviews should have been removed, then continue reading to find out if any of these situations below apply to you.

Friday Five Roundup: From Regenerating Teeth & Efficiency in Dentistry to Google Problems & Digital Marketing Trends

Scientific American

Instead of Filling Cavities, Dentists May Soon Regenerate Teeth

Researchers recently discovered certain drugs, including one developed to treat Alzheimer’s, stimulate innate self-repair mechanisms.

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Google is Finally Admitting it has a Filter-Bubble Problem

The search engine reinforces your pre-conceived biases as a side effect of the way its algorithm parses your question. Google admitted to the issue and said it is actively working on solutions. The details have yet to be worked out.

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