WHEN IT COMES TO DENTAL SOCIAL MEDIA MARKETING for your practice, getting started can feel difficult. It requires a huge leap of faith. At first it can be discouraging. There will be times when you’ll feel like nobody’s listening.
In part, that’s because we’ve all come to this social media party (we, meaning business owners) with a traditional marketing perspective based on push strategies such as newspaper or magazine advertising, direct mail, billboards, banner ads, etc. “New Marketing”—as social media is often referred to—requires a complete paradigm shift, and it’s not very intuitive.
Dental Social Media Marketing Success Builds Through Each One-To-One Conversation
Another reason why new marketing seems so foreign to us in the beginning is because we tend to only hear about the big viral successes in social media. Stories about YouTube videos that “go” viral, garner millions of views and propel a personality or business into stardom overnight. That’s not real life—nor is it a good strategy for your dental social media marketing. It’s like planning for retirement based on the hope that you’ll win the lottery.
The great news is you don’t need anything about your dental social media marketing efforts to go viral to realize remarkable benefits and success.
Learn To Celebrate The One
One Like on Facebook is a victory. One comment on your blog is cause for celebration. Every retweet matters. Why? Here are three reasons:
1. Prior to having your dental social media marketing platform, you had nothing. One is a 100% increase.
2. You’re 10% closer to what marketing guru, Seth Godin calls the secret of new marketing… “First, ten.”
3. You’ve not only connected with one valued patient (or prospective patient), but you’ve also started earning permission to connect with his or her trusted, highly scalable network(s). If you’ve heard me speak at a dental event you may recognize the slide below from one of my presentations which illustrates a concept developed by Jeremy Epstein:
First, promise yourself today that you’ll celebrate EVERY social media marketing victory—no matter how small. Next, spend a few focused minutes over the next week going back through your past blog comments, @tweets, and Facebook Likes, Comments, and Shares. Make sure that you’ve responded and shown gratitude to every person who has paid attention to you—again, no matter how small. Finally, create an in-practice protocol for timely, sincere responses every time someone reaches out to your social platform.
There are no shortcuts to the bigger victories. Celebrate the small ones because they’re bringing you closer to becoming a social practice.
Has your dental or orthodontic practice celebrated a small victory lately? If so, please share your experience below, or on our Facebook page. Thanks!