Overview
Smile Tandvård, Sweden’s premier dental care chain, partnered with PinMeTo to solidify its position as the leading provider of dental services in the country. Using PinMeTo’s suite of local marketing solutions, Smile Tandvård took off to enhance its online presence across 62 clinics. This case study covers how PinMeTo’s integration and tailored Local SEO optimizations transformed Smile Tandvård’s online visibility and customer engagement nationwide in Sweden.
Smile Tandvård’s Google Metrics Progress Year by Year
The Challenge
Inconsistent Listings
As Smile Tandvård expanded rapidly, maintaining consistent and accurate listings across its numerous clinics became increasingly challenging, risking customer confusion and dissatisfaction.
Decentralized Data Management
With each clinic operating in its own local market, managing location data centrally was a challenging task. The lack of a unified solution led to disorganized business information across platforms.
Effective Review Engagement
Smile Tandvård faced the challenge of managing a continuous stream of customer reviews across its clinics, striving to maintain excellence in customer service and reputation management without significant manual efforts.
“I use PinMeTo in my everyday work – it’s a complete tool for answering our reviews, publishing and scheduling on social media, and doing a quality check of our Google profiles.”
Sofia Svensson, Marketing Project Leader | Smile Tandvård
The Solution
STAGE 1: Structuring Location Data
1. Centralized Listings Management:
PinMeTo Listings provided a centralized platform to manage and update business information across Google, Facebook, Apple, and other networks. This ensured consistent and accurate information, enhancing local SEO and customer trust.
The tool enabled bulk updates, such as business hours, special hours, contact information, and addresses, reducing manual effort and ensuring up-to-date listings.
2. Efficient Review Management:
Using PinMeTo Reviews, Smile Tandvård could efficiently monitor, respond to, and analyze customer reviews. The “reply all” feature allowed for quick and consistent responses, saving time and improving customer engagement.
Regular interaction with reviews helped build trust and improve the online reputation, attracting more patients to their clinics.
3. Localized Social Media Marketing:
PinMeTo Posts enabled Smile Tandvård to create and distribute localized content on Google, Facebook and Instagram. This helped engage local communities, promote offers, and share health-related content, boosting customer loyalty and foot traffic.
STAGE 2: Tailored Local SEO Enhancements
PinMeTo worked closely with Smile Tandvård to optimize their online presence with tailored Local SEO strategies. Their initial phase of optimizations focused on 10 clinics, with impressive results. The next steps involve extending these enhancements to all other clinics.
“Volume and ratings matter in getting attention on Google,” Sofia Svensson, Marketing Project Leader | Smile Tandvård
Review Generation Strategy
Smile Tandvård’s focus on generating and managing reviews has been key in enhancing their online reputation. Here’s how they achieved remarkable results:
Centralized Review Management:
The marketing team at Smile Tandvård took full ownership of managing the online reputation by answering reviews and personalizing their interactions with each patient. Sofia emphasized the importance of direct communication with patients, which significantly contributed to the positive outcomes.
“One of the optimized clinics, which initially had only 11 reviews, achieved 122 reviews in only 6 months, all with 5-star ratings,” pointed out Sofia.
The team also provided a comprehensive list of actionable steps for clinics to follow to generate reviews effectively on-site. This information was shared through the internal communication hub, ensuring all clinics were aligned with the overall strategy.
Encouraging Reviews On-site:
Smile Tandvård placed business cards or small papers with QR codes inside goodie bags containing items like toothpaste and toothbrushes, which patients received after their visits. This personal touch, combined with a prompt to leave a review, helped increase the number of positive reviews.
Since we have so many profiles to keep an eye on, we save time by answering all the reviews, comments, and questions at the same place. We can also see, just by a few steps, a quick summary of the insights of our reviews on an organization level as well as the clinics separately.
Sofia Svensson, Marketing Project Leader | Smile Tandvård
Optimizing Listings:
- Business Name, Address, Phone Number: Ensuring that all business information is accurate and up-to-date.
- Opening Times: Consistently updating and scheduling regular and special opening hours.
- Location Descriptions: Including detailed, keyword-rich descriptions and clear CTAs to enhance local SEO.
- Categories and Attributes: Setting precise categories and attributes to improve search relevance and accuracy.
- Fixing Broken Links: Ensuring all links on the website and Google Business Profile are functional and direct customers appropriately.
Enhancing Content:
- Optimized Clinic Text: Enhancing website content with local keywords for better search visibility in dental clinic SEO.
- On-Page Optimization: Ensuring all on-page elements are optimized for local search.
Leveraging Google Products & Google Posts:
- Offers: Posting relevant offers to attract local customers.
- Texts and Photos: Regularly updating texts and photos to keep the listings fresh and engaging.
- Publish Plan for Google Posts: Creating and scheduling regular posts to keep the audience informed and engaged.
Monthly Average Google Metrics 6 Months After the Optimizations
What Comes Next
By accurately organizing online listings, implementing tailored Local SEO strategies, and effectively managing customer reviews, Smile Tandvård has laid a solid foundation for their dental clinic SEO, continued growth and leadership in Sweden’s dental care landscape.
As we move forward, our Customer Success team remains committed to supporting Smile Tandvård’s ongoing efforts, ready to provide guidance and innovative solutions needed to enhance their online visibility even further.
