“When you have a hammer, everything looks like a nail.” That insight applies to how your dental practice could be approaching and using Facebook marketing.
It’s easy to go all-in thinking that Facebook will be the magic-pill solving your practice marketing challenges.
It could apply to all-in marketing on Facebook without understanding how to use Facebook to increase your dental practice’s influence.
Either way, let’s be clear on the basics:
- Facebook can help solve many of your marketing challenges.
- Understanding how to fundamentally use Facebook increases the likelihood that your marketing strategy will succeed.
Commit to a long-game approach for better results with Facebook marketing
Dental marketing on Facebook isn’t necessarily complex. It does require you to invest time (and occasionally costs) acquainting yourself with the massive amount of data at your fingertips.
Facebook can and will deliver if you make a commitment to it. This enables you to target your marketing to the precise people you want to reach.
That’s the strategic benefit of the amount of information Facebook provides. You not only can target with greater precision, you can also retarget your Facebook ad spending.
More about Facebook ad strategy in a moment. Here’s a practical insight into retargeting as it applies to your long-game strategy.
“Facebook marketing even allows you to identify and target people who have expressed interest in your ads but didn’t sign up for your offer, a process called retargeting. Retargeting is one of the most powerful ways to promote your practice because it allows you to target people who are already both familiar with you and interested in your offer.”
The digital marketing space is “noisy.” Distraction comes easy.
Your audience will often “click” on your ad, become distracted, and leave your content. Sometimes they’re not ready to commit so off they go.
Time invested in a retargeting strategy enables you to put more ads in their orbit (within minutes). That translates to more content touches to keep them interested.
Know the keys to Facebook ad success
Marketing on Facebook begins with content. Much of your content will be curated. Some will be organic to you and your practice or area of expertise.
And then there’s Facebook ad content…
Like other ad strategies, your Facebook ad must begin with an objective.
- Are you wanting to generate more traffic to your dental website to introduce new patients to your team and services?
- Do you want more “Likes” for your Facebook page to increase your social media influence?
- Are you inviting people to view an informative or testimonial video?
- Is there an event or upcoming promotion you want to get “eyes-on?”
Once you’re clear on a particular objective, it’s time to create a “campaign.”
Running and promoting a Facebook ad campaign has its own set of strategic objectives.
- Educate current and new patients about media attention on a specific health issue or a technology advancement and its health benefits.
- Promote specific services that you provide exclusive to other area providers.
- Announce time-sensitive cost-savings on a particular service or procedure.
A social media marketing strategy using Facebook ads can help you retain and acquire patients.
Remember…social media marketing on Facebook is content-driven
Social media content has become a trusted source for research. Patient education via your content is an effective way to build relationships, produce productive patient conversations, support your case presentations, and secure a commitment to treatment.
”Patients are…using social media for medical research. An impressive 90% of people aged 18 to 24 say they trust medical info shared on their social feeds. Educating your patients has become one of the most effective ways to develop engaged, happy patients.”
As the provider you’re in a position of influence. Use your Facebook content to enhance and share it.
That said, video content on Facebook is also a proven strategy. Like written content there are keys to getting “eyes” on it, keeping them engaged, and generating a desired response.
Follow these content creation fundamentals…
- Know your patients dental health questions, problems, and challenges. Capture their attention “emotionally” in the opening and lead segment of your content. On average, you have three to five seconds to get their attention.
- Let them quickly know who you are and why they should care or trust what you’re about to share with them. Again, your perceived understanding of their emotional triggers (i.e. questions, problems, and challenges) will lend credibility.
- Inform them about what you’re prepared to share. Think of it like a movie’s “Preview of Coming Attractions.” Be brief while driving home the benefits they’ll get by staying engaged.
- Make a promise. Give them a reason to see how it will improve their health, life, health condition, etc.
- Ask them to do something. Your call to action should be specific such as “click on the link” where they’ll be directed to your dental practice website or a more informative and specific “landing page.” The more benefits your content provides the greater the likelihood they’ll take action to provide their email, to schedule, and/or share your content with friends and family.
Video content, written (organic) content, or curated content (other trusted sources linked back to your dental website) that’s informative and useful will increase your influence and produce results.
Make the commitment to social media marketing for your dental practice. Include Facebook marketing in the mix.
Be prepared to take a long-game approach to it. Your time and financial investment will produce results when you see Facebook and other social platforms as a means to an end…not the end itself.
Stay tuned for more dental marketing strategies (including Facebook marketing for dentists) on Net32’s Modern Practice blog.
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Last modified: January 8, 2020