A Powerful & Customizable Dental Practice Marketing Strategy (FREE)

A comprehensive dental practice marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your dental practice business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Family-Friendly Fiona
Age: 35 | Education: Bachelor's in Communications | Occupation: Stay-at-home mom and part-time freelance writer
"I worry about finding a dentist who understands the needs of kids. It's challenging to coordinate appointments for the whole family while managing our busy schedule."
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Visible Goals
These are the goals your target persona would tell you about.
Find a local dentist who provides kids' services
Schedule family dental appointments with minimal hassle
Ensure my children maintain good oral hygiene
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True Goals
These are the real things they want to achieve.
"I want my kids to have healthy teeth and a positive attitude towards dental visits"
"If I can manage our family's dental care efficiently, I can spend more quality time with them"
"I need a dentist I trust to give my kids the best care possible"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm not sure if this dental practice is really kid-friendly"
"I've heard mixed reviews about new dental technologies—are they safe for my children?"
"I don't want to deal with complicated insurance claims or unexpected costs"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our practice specializes in treating families, with staff trained to make kids feel comfortable and engaged
We use state-of-the-art technology that focuses on safety and comfort, ensuring a positive experience for all ages
Our transparent pricing model, including insurance acceptance, allows for clear communication about costs up front
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Transformation
In your target persona's own words, here's how your product has improved their life.
"Since choosing this dental practice, my kids actually look forward to their check-ups. I'm relieved knowing they are getting the best care, and I've freed up time to enjoy family activities without the stress of scheduling conflicts."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Cosmetic Clara
Age: 42 | Education: Master's in Business Administration | Occupation: Marketing Manager at a tech startup
"I struggle with self-image because of my teeth, and it's hard to find a dentist whose services match my expectations for both quality and aesthetics."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Enhance my smile through cosmetic dentistry
Explore options for restorative treatments like fillings
Improve my confidence before an important business presentation
👀
True Goals
These are the real things they want to achieve.
"I want to feel confident when speaking to clients and colleagues"
"If I invest in my smile, it will reflect my professionalism and attention to detail"
"I need a reliable partner who can address my dental concerns without judgment"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm concerned about the long-term effectiveness of cosmetic treatments"
"What if the procedure doesn't provide the results I hope for?"
"I’m wary about the pain and recovery time after dental procedures"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our cosmetic treatments come with a satisfaction guarantee, and we ensure you are well-informed about all your options
We focus on achieving realistic outcomes tailored to your unique smile, boosting your confidence effectively
Most of our patients find the procedures less invasive than expected, with quick recovery times thanks to advanced techniques
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After undergoing cosmetic treatments here, I can't stop smiling! I feel much more confident in professional settings and it's positively impacting my career. Finally, I love seeing my reflection."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on blog posts
Social media engagement rate
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Top 10 Tips for Keeping Kids' Teeth Healthy: A Parent's Guide'
Video: 'A Day in the Life of Our Family-Friendly Dental Practice'
Infographic: 'The Link Between Oral Health and Overall Wellness for Families'
Podcast episode: 'Demystifying Dental Visits for Kids - What Parents Need to Know'
Webinar: 'Navigating Family Dental Care - How to Choose the Right Dentist for Your Kids'
Seasonal email campaign: 'Back-to-School Dental Health Checklist'
What to measure:
Blog views
Video watch time
Engagement on social shares
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Best pediatric dentists near me
How to choose a family dentist
Dental health tips for children
Importance of regular dental check-ups for kids
Family dental care services in [your location]
Affordable cosmetic dentistry options
Benefits of preventive dental care
How to handle dental anxiety in children
Latest technology in pediatric dentistry
Family-friendly dental practices
What to measure:
Organic traffic
Average time on page
Bounce rate on key articles
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target parents aged 30-45 interested in family health and wellness.
[Prospecting] Google Ads: Target searches for 'best family dentist near me'.
[Remarketing] Facebook Ads: Retarget visitors who viewed family dental service pages on the website.
[Prospecting] YouTube Ads: Target videos related to parenting and family health, showcasing family dental stories.
[Prospecting] Google Ads: Use keywords related to pediatric dental care and target local searchers.
What to measure:
CPC
Click-through rate (CTR)
Impressions
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Run a campaign featuring client testimonials about their family dental experiences.
Create a series of educational posts about children's dental hygiene.
Host a live Q&A session on Instagram or Facebook with a pediatric dentist.
Share user-generated content from families who are happy with their dental care.
Monitor mentions of the brand on social media and engage with potential patients.
What to measure:
New followers
Post reach
Engagement rate on educational posts
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Test different headlines for blog post titles focused on family dental care.
A/B test calls to action on the homepage about scheduling an appointment online.
Compare engagement rates for social posts about kid-friendly dentist visits vs. general dental health.
Test a pop-up on the website offering a free dental consultation for first-time visitors.
A/B test the design and placement of the appointment scheduling button on the service pages.
What to measure:
Conversion rate of landing pages
Engagement on A/B test campaigns
Data on user behavior from website analytics

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Returning visitors to the website
Lead generation rate
Email newsletter sign-ups
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'Expert Tips on Making Dental Visits Fun for Kids: A Parent's Guide'
Blog post: 'Understanding Your Child's Dental Needs: FAQs Answered'
Video testimonial series: 'Parents Share Their Success Stories with Our Family Dental Practice'
E-book: 'The Ultimate Guide to Family Dentistry – From First Check-up to Orthodontics'
Podcast episode: 'The Most Common Dental Fears in Children and How to Overcome Them'
Interactive quiz: 'Is Your Family Ready for a Dental Visit?' that leads to personalized recommendations.
What to measure:
Webinar attendance rates
Engagement rate on videos
Lead conversion rate from downloads
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
How to prepare kids for their first dental visit
Family dental services explained
Benefits of pediatric dental care
Questions to ask your family dentist
What to expect during a dental check-up for children
Tips for managing dental fear in kids
Pediatric dentistry myths debunked
Affordable options for cosmetic dental work
Why routine dental care is essential for families
Exploring orthodontic options for children
What to measure:
Number of organic leads generated
Keyword rankings for target keywords
Click-through rates (CTR) for blog posts
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Parents searching for 'how to make dental visits easier for kids'.
[Remarketing] Google Ads: Retarget users who have visited the service pages but haven't booked an appointment.
[Prospecting] YouTube Ads: Parents looking for videos on children's dental health tips and tricks.
[Prospecting] Facebook Ads: Target parents aged 30-45 seeking family healthcare solutions.
[Remarketing] Instagram Ads: Engage users who participated in previous webinars or downloaded content.
What to measure:
Cost per lead (CPL)
Ad engagement rate
Conversion rate of ad clicks to leads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Share a behind-the-scenes look at how the dental practice makes children feel comfortable during visits.
Host an interactive social media challenge encouraging parents to post about their family's dental health routines.
Create polls on Instagram Stories asking followers about their concerns regarding children's dental health.
Highlight educational content on social, inviting questions that professionals can answer live.
Collaborate with local parenting influencers to create posts discussing family dental care tips and experiences.
What to measure:
Engagement rate on educational content
Shares on relatable posts
Comments and interactions on live sessions
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email series post-webinar providing additional resources or summary points.
Personalized email invitations to schedule a consultation after engaging with initial content.
Monthly newsletter featuring tips on maintaining family dental health and highlights from the practice.
Survey email to gather feedback on what potential patients want to know about dental care.
Educational email campaign discussing common pediatric dental problems and solutions.
What to measure:
Open rates of follow-up emails
Click-through rates (CTR) for educational content
Survey response rates
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
Test various subject lines for lead nurturing emails to optimize open rates.
Run A/B tests on the landing page design for the downloadable e-book to improve conversions.
Experiment with different call-to-action buttons on blog posts focused on children’s dental care.
Monitor the effectiveness of social proof elements (e.g., testimonials) in email content.
A/B test the layout of educational webinar registration forms for user-friendliness.
What to measure:
Conversion rate of landing page tests
Engagement on tested email campaigns
Feedback score from surveys

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate of leads to customers
Average order value (AOV)
Customer acquisition cost (CAC)
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Video: 'What to Expect from Your Child's First Dental Visit with Us'—addressing parents' concerns and showcasing the kid-friendly environment.
Blog post: 'Frequently Asked Questions About Our Cosmetic Dentistry Procedures'—clearing doubts Cosmetic Clara may have.
Testimonial compilation: 'Hear from Local Families Who Trust Us for Their Children’s Dental Care'—featuring success stories of children who had positive experiences.
Infographic: 'Understanding the Costs of Dental Treatments'—simplifying payment processes and insurance acceptance for both personas.
Case study: 'How We Helped a Family Transition to Orthodontics Easily'—showcasing patient journey from consultation to treatment.
Interactive FAQ session: 'Ask a Dentist Anything About Your 1st Dental Appointment' live-streamed on social media.
What to measure:
Video watch time
Blog comments and shares
Number of testimonial views
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Dental practice reviews testimonials
Affordable dental plans for families
Kid-friendly dentist near me
Cosmetic dentistry before and after pictures
Dental treatments pricing guide
Best orthodontist in [your area]
Pediatric dentist office environment review
Parent testimonials for dental practice
Safe dental procedures for kids
How to handle dental payments and insurance
What to measure:
Lead conversion rate from organic traffic
Ranking for targeted conversion keywords
Time spent on bottom-of-funnel content pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Google Ads: Targeting local searches for 'affordable family dentist in [your location]'.
[Remarketing] Facebook Ads: Retargeting visitors who viewed the service pages to prompt them to book an appointment.
[Prospecting] Instagram Ads: Showcase a carousel of family testimonials highlighting positive dental experiences.
[Prospecting] YouTube Ads: Target parents searching for kids’ dental care tips showcasing your services as the answer.
[Remarketing] Google Ads: Using QR codes linking to exclusive offers for first-time consultations spotted on local ads.
What to measure:
Cost per acquired customer (CAC)
Conversion rate from remarketing ads
Return on ad spend (ROAS)
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Share before-and-after success stories from cosmetic dental treatments highlighting Cosmetic Clara's transformation.
Post a behind-the-scenes look at how the team prepares special treats for kids at the practice.
Engage followers with polls about which dental service they are most interested in, highlighting services for families and cosmetic dentistry.
Live Q&A session with a dentist where followers can directly ask questions about concerns related to children's dental care.
Create a dedicated hashtag for family dental experiences encouraging patients to share their stories.
What to measure:
Engagement rate on testimonials
Comments on dental service inquiries
Growth in user-generated content using dedicated hashtags
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Purchase confirmation email detailing services used and next steps for pediatric dental visits.
Personalized follow-up email outlining satisfaction surveys asking about their experience.
Exclusive offer email promoting a bundled discount for families scheduling multiple appointments.
Welcome series for new patients that includes tips for maintaining dental health and reminders for upcoming visits.
Post-appointment care email series for both kids and adults focusing on recovery and further services.
What to measure:
Click-through rates on promotional emails
Open rates on follow-up satisfaction emails
Conversion rates on bundled service offers
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test the booking form for improvements in ease of scheduling appointments.
Split test language and images used in marketing emails targeting families vs. individuals for personalized messaging.
Test different layouts for online booking pages to see which yields more conversions.
Evaluate the effectiveness of offering a first-visit special discount versus detailed informational guides.
Monitor tactics for upselling additional services during the consultation appointment.
What to measure:
Conversion rate of booking form test
Improvement in email engagement metrics
Successful upsell rates during appointments

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Churn rate
Net promoter score (NPS)
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter highlighting new dental services, tips for maintaining oral health, and patient success stories.
Webinar: 'Post-Care Tips After Cosmetic Treatments' focusing on enhancing results post-visit.
Blog post: 'Fun Oral Health Activities for Kids at Home' to engage families after their visit.
Video series: 'Behind the Scenes of Our Dental Practice' featuring staff interviews and practice highlights.
Customer spotlight feature on social media showcasing positive experiences with our dental services.
What to measure:
Open rates of newsletters
Engagement on customer spotlight posts
View count on video content
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Best practices for dental care at home
How to maintain your child's dental health post-visit
Post-care tips for cosmetic dentistry
Engaging kids in oral health education
What to expect during follow-up dental visits
What to measure:
Organic traffic to retention-related content
Click-through rates (CTR) on retention articles
Average time spent on retention pages
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target previous patients who haven’t booked their next appointment with reminders or incentives.
[Prospecting] Google Ads: Target local families searching for ongoing dental care for children.
[Remarketing] Instagram Ads: Showcase testimonials emphasizing long-term patient relationships.
[Prospecting] YouTube Ads: Promote educational content about at-home care to encourage return visits.
[Remarketing] Email Ads: Engage existing patients with special offers for dental packages or family plans.
What to measure:
Return on ad spend (ROAS)
Cost per retained customer
Engagement on remarketing campaigns
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Run a campaign encouraging satisfied patients to share their positive dental experiences using a unique hashtag.
Highlight seasonal dental care tips on social media to keep the community engaged year-round.
Create monthly challenges for families focused on maintaining oral health and rewarding participation.
Engage in real-time with followers on social media regarding their dental questions or concerns.
Monitor and respond to mentions of the dental practice on social platforms to foster community engagement.
What to measure:
Engagement rate on challenges
Growth of user-generated content shared by patients
Response times for community inquiries
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly performance report email outlining individual progress and upcoming dental appointments.
Personalized follow-up reminders for regular check-ups based on previous appointments.
Exclusive referrals rewards email for satisfied patients referring new families.
Seasonal dental care tips email series to maintain engagement with existing patients.
Post-appointment satisfaction email requesting feedback and offering further assistance.
What to measure:
Open rates on follow-up emails
Response rates on satisfaction surveys
Referral program sign-up rates
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different formats for customer satisfaction surveys to improve response rates.
Test engagement strategies for appointment reminder emails to determine the most effective messaging.
Evaluate customer journey maps to identify touchpoints for improving patient retention.
Experiment with packaging dental services into subscription models for ongoing care.
Optimize follow-up communication strategies to increase retention after initial treatments.
What to measure:
Response rates on A/B test surveys
Engagement rates from optimized emails
Conversion rates from subscription model trials

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