YOU MAY BE SURPRISED TO KNOW that a study of dental practice pages on Facebook showed that 82% have less than 100 Likes, and only 2% have more than 500 Likes.
Does that seem strange when you consider that many big brands, like Lady Gaga for example, have nearly 54,000,000 Facebook Likes? You may be tempted to think that big brands have more social media engagement with people than do small brands like your dental practice. That’s not true.
Businesses that most effectively benefit from social media marketing are relationship-based businesses—like your dental practice.
Dental Social Media Marketing Is Based On One-To-One Relationships
Successful dental social media marketing is typically realized through small numbers combined with great strategy, interesting content, and strong human connections. Now, I’m not suggesting that more blog subscribers, more post comments, more video views, and more Facebook Likes and Shares don’t help. Of course, they do, and we’re always working toward helping our clients increase those numbers in thoughtful ways. But don’t obsess over the numbers. Focus first on meaningful connections with the fans your dental practice already has and build from there. And that means starting with your existing patient base.
As you probably know, we’re big Seth Godin fans around here. You should probably subscribe to and read his blog. He talks about a concept called, “First, Ten” that I often talk about when I speak to dental groups:
Use Your Dental Social Media Platform To Connect With One Patient At A Time
If you haven’t seen this yet, take the two minutes to watch it. It will change your perspective on what dental social media marketing is:
- Set a goal this month with your team for increasing the number of subscribers to your blog and the number of new Likes to your Facebook page. Keep the goal small and doable. Perhaps it’s as low as one or two people each business day. If you’re one of our clients, utilize the great-looking print materials and fun buttons we send you. They’re great conversation starters. Talking up your promotion is another great way to increase subscribers and Likes.
- Train you team so they can easily and succinctly explain the value to your patients of being connected through your dental social media platform.
- Watch the simplest metrics—blog subscribers and Facebook Likes, Comments, and Shares. As Albert Einstein once said, “Not everything that can be counted counts, and not everything that counts can be counted.” You can spend as much time and energy as you’d like crunching numbers. There are TONS of analytics you could spend time monitoring. Such activity may bring a few good insights, but at what cost? Wouldn’t you be better off spending that time connecting with your patients and prospective patients?
- Never, ever, ever, ever consider the temptation to purchase fans, followers, or Likes. It’s of no value to you and it compromises your strategy. Just embrace your tribe—one patient at a time.
What do you think? Do you get discouraged by small numbers? Please share your thoughts below, or on our Facebook page! Thanks!