Social media is vital for dental practices that wish to engage with customers in real-time. You can establish yourself as an authority by sharing helpful, informative content to engage and educate your followers. Effectively pushing this content across your various social media platforms, on the right day, at the right time, and in the right format for your given audience is more important than the content itself. Learn to monitor activity for peaks and valleys in traffic. Again, if you’re generating amazing content, but you’re blasting it out incorrectly, what’s the point? The key is to know your end user. Publish content to help and improve their day-to-day lives. You establish yourself as an authority and a resource when you avoid any kind of self-serving motives and just provide the help they’re looking for.
Choose Your Best Platform(s)
The seven essential social networking platforms for you to use are:
These sites promote business sharing and generate the most traffic. They can substantially boost dental practice clientele by giving people a chance to share their experiences with you as they learn more about you. In addition, don’t forget to start and maintain a practice dental blog. Having your own business blog increases brand loyalty by enticing your customers and keeping them informed.
Use Social Media Tools
These applications enable you to maximize the efficiency of social media platforms on so many levels. For instance, on Twitter, Tweetdeck allows you to monitor customer tweets across multiple accounts. Likewise, the tool LikeAlyzer for Facebook helps you analyze page activity and other valuable statistics. Incorporating social media tools into your daily advertising schedule adds to your potential for online marketing success.
Try New Networks
Exploring social media will help you find new people who are attracted to your brand. New social media platforms are constantly springing up, and they deserve to be recognized for their ability to support small business needs. The point is to contact customers by gaining fans, friends, and followers who want to know more about you and your business. Set up test accounts on different platforms that suit your dental niche. In doing so, you will find invaluable business resources that ensure you win the social media game.
In addition to taking advantage of these three, basic opportunities, it is imperative that you strive to diversify your marketing strategy. Make decisions about your business plan based on your potential to enhance your practice’s online presence. By leveraging the bottom line basics of social media, you can expect to build a better brand, reach your target audience, and make more profits.
Internet users are a fickle bunch. If your content doesn’t capture their attention, they’ll immediately find a more interesting place to peruse various information. An inbound marketing strategy can help you retain visitors by appealing to their interests.
Placing ads and sending solicitations, either through snail mail or email, are outbound marketing techniques. Inbound marketing relies on high-quality content to bring people to your site. It can also be less costly than outbound marketing. According to the Search Engine Journal, inbound leads cost 61 percent less than outbound leads.
Steps to Take
1. Identify Your Target Demographic and your ULTIMATE GOAL
You’re a dentist providing a specialized service. You work with certain insurance providers. You want to bring in new patients. You want to recall an existing patient base and keep them engaged between visits. You need to decide what and where you want to focus and allow the content to slowly and steadily build toward that demographic. This is a marathon, not a sprint. Literally. I would urge you to focus more on quality than quantity.
2. Create Buyer Personas
Buyer personas are summaries about fictional buyers who represent your targeted demographics. Referring to these personas can help you create content that will mean something to your patient base. Personas should be as complete as possible and include details such as gender, age range, income and education level, preferred neighborhoods, type of jobs held and family status.
3. Choose Keywords
You’ll need to determine which keywords your patients use when they search for dentistry or dental subject matter. You can find out the keywords potential customers are using with a keyword-research tool such as Google Adwords Keyword Planner, Word Tracker or SEO Book.
4. Develop an Editorial Calendar
Use your editorial calendar to decide what you’re going to say and when and where you’re going to say it. If your landing page needs an overhaul to appeal to your target demographic, make rewriting that page a priority before you begin to create blog and social-media posts.
5. Write the Content
It’s time to start writing once you have a few keywords in mind. When you researched keywords, you might have discovered that many of your users are interested in cosmetic dentistry. Your strategy might include a blog post about new trends with say Invisalign. Although it’s important to include the long-tail keyword “cosmetic dental products” in the content, don’t use this keyword more than once or twice. If you do, you’ll be guilty of keyword stuffing, a practice that will result in your site being demoted on search engine results.
6. Track Results
Tracking the progress of your inbound marketing strategy will help you identify what does and doesn’t work and allow you to refine your plan. Look at how many visitors requested information by email or phone after visiting your website and how many sales were made. Keep track of how often information on your social media pages was shared.