Lighten Up & Loosen Up
There’s a time and a place to be Doc McStuffins. In case you haven’t guessed it, social media is not the place.
The use of clinical terminology—a.k.a., jargon—is widely discouraged when communicating with your target audience.
Industry language might be normal for you, but from a marketing standpoint, it sounds like gibberish to the average consumer. Speaking the consumer’s language is an easier means to establishing a connection.
Create valuable content that gets up close and personal with their pain points and their emotional tickle spots. Focus less on impressing your audience with your vocabulary. They don’t really care about that.
Their main concern is the experience. If you can prove that your patients can bank on an exceptional experience with your dental practice, you’ll have an easier time convincing them to book an appointment.
Produce Shareable Content
Jargon is one thing. Valuable expertise is another. There are an abundance of dental patients out there who are thirsty for knowledge. Patients like this will search high and low for secrets to a happier and healthier smile.
With the number of dental solutions that are available at their disposal, it’s easy for them to feel overwhelmed with product offers and service specials.
Promos are being thrown at them every day. Rather than stop and look at all the ads that come their way, they scroll through the majority of them.
It takes a lot of effort to be seen on social media. If you feel like you’re drowning in this oversaturated space, you’re not alone. Do you know how many active business pages there are on Facebook? Over 60 million.
A lot of businesses are fighting for the attention they so desperately need in order to get found on social media. However, a majority of them aren’t doing what’s necessary to increase their visibility. Don’t let that be you.
We can’t stress the importance of attention-grabbing content enough. There needs to be something special about every post, promo, and ad you share through your social media channels.
Many dentists use the same old talking points in their content to share their expertise. “Clean your teeth.” “Floss.” “Check in with your dentist every six months for your routine cleaning.”
The truth is, today’s “exclusive dental tips” are pretty consistent with what you learned in dental school years ago.
And you know what? It’s okay if you keep using them. What matters is that you know how to repurpose those concepts into fresh formats.
What also helps is when you can successfully demonstrate that these concepts actually work. Most dentists prove that with patient testimonials and case studies.
Hot Tip: National holidays are one of the most popular trending topics on social media. Don’t miss out on the opportunity to ride the #NationalDentistsDay wave next March, or #WorldSmileDay in October! A clever post with a good-enough amount of engagement can bring you loads of social media traffic. Download HubSpot’s national holiday calendar to stay on top of the latest holidays.
Get On Camera
It’s all about video on social. Video marketing has been on the steady rise for quite some time. What started out as a trend has become a necessary fixture to every social media marketing strategy.
People are drawn to video because of the fact that it’s so attention-grabbing (the captivating ones, at least). It’s also one of the most useful tools for building your platform as a dental industry expert.
As a content publisher, you have a few options as to how you can share your video content: Recorded videos that you distribute on your social media channels, Facebook Live, and Instagram Live.
While there are plenty of other video platforms we haven’t mentioned, these are the three that are the most popular.
Engage. Engage. Engage.
On a scale of 1-10, how valuable is the content you’re putting out right now? You can gauge this by the amount of engagement your posts are getting. By engagement, we’re talking comments and shares.
Low engagement rates are obviously a bad sign. Good engagement is a positive indicator that you’re establishing a positive connection with your audience. There’s no point in posting content that fails to get your audience talking. Without engagement, your organic content will have a hard time getting “airtime” on the algorithms.
There are a multitude of ways that you can create an interactive experience on social media. If you’d like to hear some custom-tailored strategies for your dental practice, click here to schedule a free consultation.
Pay to Play
It’s important to have a social media strategy that incorporates organic content with paid advertising.
The combination of the two can lead to explosive results. Local ads are also a great way to reach the people in your area.
Demographic and geographic targeting options will make it easier to get your ads in front of potential patients.
Have a Consistent Posting Schedule
It takes time to win a new patient. They need that constant and friendly reminder that your practice is there for them when they need care.
A great way to do that? Keep showing up consistently! Share helpful content on social media to keep your audience engaged.