IN CHRIS BROGAN’S AND JULIEN SMITH’S BOOK, The Impact Equation, the authors introduce a term they call “Echo”. For a dental social media marketer, Echo means finding and sharing common experiences with your patients and prospective patients that help them realize you have some understanding of their lives (The Impact Equation, p. 228).
Brogan and Smith use the widely popular British singer, Adele, as an example of someone who uses Echo to turn her already overwhelming success into something even more.
“Adele sings songs about love and heartbreak that resonate with people of any age. By ‘resonate,’ realize that we mean she’s built songs that Echo (echo, echo) the emotions you feel, which helps her grow her platform… She talks to people, not as a celebrity but as if they were friends…” (pp. 225–226)
We Were Inspired Today By Angie Patterson’s New Monthly Blog Segment About Parenting
One of our client practices, Patterson Orthodontics, has come up with a really smart idea. Angie Patterson (Dr. Rob Patterson’s wife) just published her first post in a new segment she’s developing for their practice blog. Her fresh new strategy is a great example of Echo. Here’s a screen capture of that post:
Angie’s idea is laid out very simply in the first paragraph of her post:
“So I’ve decided to start a monthly segment about, well, parenting—more closely associated with the mothering side of parenting. This idea popped into my head as a great way for us to connect with the parents, and more specifically, the mothers of our patients and the many mothers in our community…”
Thanks Angie. Great thinking.
Delegation can be a good thing. Is there a practice “stakeholder” (someone with a vested interest in the success of your practice) who could become a regular guest blogger on your practice blog? This could be someone who works inside the practice, but it doesn’t necessarily need to be.
Angie Patterson chose to write about parenting and mothering—but your segment could be about anything you’d like. The right content mix on your blog can include things both dentistry related and unrelated. Look at all the things you and your team are passionate about. Cooking? Marathons? Some ideas could even be more on the utilitarian side like a monthly review of a like-minded local business (cross promotion opportunities?), or your own version of a community calendar. The point is to let your patients and prospective patients know that you consider them friends, and to share common experiences that are engaging or useful.
If you’re one of our clients, you already have an awesome blog and the integrated subscription functionality in place to take advantage of this strategy with very little effort on your part. We make it easy. If you’re not one of our clients we recommend using WordPress for your blog and a company like MailChimp for your subscription tool.
What ideas are you considering?