Your patients and prospective new patients are smart. They recognize when you’re being genuine, accessible and trustworthy. And they recognize it when you’re not.
Reasons Not To Outsource Auto-Posted Social Media
As the internet has become an integral part of our lives, people have developed internal “spam filters” in their minds, tossing out anything that seems irrelevant or insincere. That’s why you can’t let an outside company manage all your social media presence. There are many reasons why such content doesn’t get any engagement, and isn’t share-worthy, including these three reasons:
- The topics are always one-dimensional about dental problems or procedures.
- The calls-to-action are typically about “selling” dental services.
- The posts are rarely, if ever boosted so nobody sees them anyway.
We sometimes see practices that have outsourced all content creation and posting to companies that pitch “all-in-one dental marketing solutions” that include social media. The problem with that is social media marketing isn’t something you have, it’s something you do. You can’t expect to build trust with patients and grow your online presence with generic, impersonal content that you don’t personalize.
Contrast that approach with this post from McOmie Family Dentistry, linking to a blog entry they wrote about one of their hygienists and why she loves serving patients. Not only is this content that helps build relationships, it’s also unique to their practice.
Fans Don’t Want a Sales Pitch
When we take a look at the posts from these social media management services, we first notice that they’re about topics nobody is interested in. In fact, if people are interested in these topics, most will just Google it and read what they need to on WebMD or another website. Second, post after post is filled with the wrong kinds of calls-to-action. “Schedule an appointment now,” they repeat over and over. You shouldn’t be trying to sell dental appointments on Facebook, it doesn’t work!
None of these posts get any love or engagement—zero Likes, comments, and shares. And while we recognize that you need to boost or promote your posts to get engagement, why would you ever boost content like this? You might as well not be doing social media this way because it’s just not effective in any way.
Authenticity Sparks Engagement
We know you’re busy and don’t have much time to devote to marketing in your hectic schedule, but invest the tiny bit of caring, time and energy to be genuine, accessible and trustworthy.
Even simple dental advice becomes compelling when it has a personal touch. For example, the team at Williams & Sivie, DDS, showed that they listen by making a short video answering one of their patients’ most common questions about flossing.
Strive to create content that is personal and relevant, and shares your practice culture. Your patients and prospective new patients will notice and they will appreciate it, and in turn, you’ll find new patients and grow your business.