WE TALK A LOT ABOUT the ROI of dental social media marketing. We know how important it is for small businesses—especially dental practices—to feel confident that the things they’re doing are helping them grow.
When dental social media marketing is being done effectively, every blog post, tweet, video, Instagram photo, Pinterest pin and Facebook post has a purpose. That purpose should be helping BOTH existing patients and prospective patients move down the patient loyalty funnel.
Every person in your local community who you can touch through social media enters the funnel below at a different place:
Some people don’t yet know you even exist. Perhaps the first time they become aware of your practice is when one of their friends on Facebook shares something fun that you posted on Facebook.
By providing value, you earn trust and consideration. You earn permission to market your services. One-to-one, permission-based marketing is the future of marketing. People no longer pay attention to—nor believe—the fancy-pants, sterile advertising your ad agency has been providing. It’s not human. It’s not real. It’s not you.
Once people are aware of you and you’ve earned some trust, they’ll start giving you a sliver of permission to market to them. You’ll become well positioned to become their dentist when the time is right. And although social media is typically not the place to “sell” dentistry, once people trust you and you’ve provided some value they’re much more open to a business relationship. People like doing business with people they like.
Building your dental practice not only requires new patient acquisition, but retention. Keeping patients longer and reducing attrition helps grow your practice. Increasing case acceptance, and bolstering the lifetime value of each patient, through social media education about your services grows your business too.
One of the most powerful components of social media marketing is the ability to leverage communities. As you build your own “community” of valued fans (patients) they become your advocates. You no longer need to be the only one holding the marketing bullhorn. Each fan has his or her own trusted, highly scalable, permission-based networks… And when they love you—and what you provide—they’re typically happy to help you spread the word.
Take Advantage Of These Opportunities
Whether you use our remarkable social media content and support service, or tackle this alone, just do it. Get started. Today, all marketing begins or ends with digital. Discover the benefits of becoming a social practice. Good luck!