YOU MAY BE ASKING YOURSELF, “What on Earth could our dental practice learn about marketing from a company like Best Buy?!”
It’s a fair question…
In the short video clip below, Best Buy’s CMO, Barry Judge, shares an insightful point of view about social media marketing that absolutely has direct application to your dental practice.
Social media marketing is changing the way businesses interface with consumers. Dental practices with vision see these changes as opportunities—and they’re doing something about it. They’re becoming part of the conversation.
The Target Need Not Be Everyone
In the old days of marketing, the idea was simple—get your name out there! SCREAM to get the attention of the masses. The idea was that the practice that could scream the loudest wins. Never mind those things that differentiate your practice from the others… This is a screaming contest. Billboards, direct mail, radio, magazines, etc. allowed you do something you always dreamed of… compete with everybody else based on selection and price! Right? Wrong.
That’s still the thinking inside less-than-progressive practices. Does that bring the kind of patients through your door that you want? Keepers? Those who love and appreciate what you do?
Seth Godin (serial entrepreneur dubbed by many as “America’s Greatest Marketer”) puts it this way:
“First, ten. This, in two words, is the secret of the new marketing. Find ten people. Ten people who trust you/respect you/need you/listen to you… Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they’ll each find you ten more people… Repeat… This approach changes the posture and timing of everything you do. You can no longer market to the anonymous masses. They’re not anonymous and they’re not masses. You can only market to people who are willing participants.”
Today, Messages Are Much More Personal
Now, we’re talking WITH patients and prospective patients, not AT them. It’s harder to control the message because of the variety of ways conversations are shared. You no longer get to tell people what to think.
Our current patients and prospective patients are giving us lots of information about the things they’re looking for in a dental practice—if we choose to listen to it.
It Doesn’t Happen Overnight
Social media marketing for a dental practice is a long-term commitment—NOT a quick fix. It takes time and patience. Those who “get it” are (and will continue to) reap the benefits.
Now’s the time to purposefully get on board—or be left behind. To get started using social media to market your dental or orthodontic practice click >HERE, or call us at (877) 316-7516.