Table of Contents
- What Dentists Need To Understand About Dental Social Media Marketing
- The Three R’s Of Dental Social Media Marketing
- What In The World Is Social Media Reach? And, Why’s It So Important?
- How Reach Helps To Identify Social Media ROI
- Ways To Improve Your Social Media Reach?
- Does Social Media Marketing Improve Patient Trust?
- Remember Connection Before Conversion
- Dental Social Media Marketing Improves Your Reputation
- If You Made It This Far…
- Learn About The 3 R’s From Blake, In This Short Marketing Video
- Guess What, We Can Help With Dental Social Media Marketing
- 10 Brilliant Marketing Ideas for Orthodontic Practices
- Marketing for Dentists | 9 Strategies to Increase New Patients in 2023
- 3 Fun Dental Marketing Ideas During October
What Dentists Need To Understand About Dental Social Media Marketing
Here’s something you hear a lot now-a-days from dental marketing peeps: “If you want to grow your dental practice you need to be using dental social media marketing.”
But what does social media do to create awareness for my practice?
How does it actually find new patients?
And, how should I track its ROI?
The Three R’s Of Dental Social Media Marketing
Long gone are the days of saying to yourself, ‘Is this social media thing working for me?’ In this post we’ll discuss the 3 R’s of social media for dentists; Reach, Relationships, and Reputation. The 3 R’s show dentists and marketing managers how to track social media ROI.
Aight! Let’s get to it.
What In The World Is Social Media Reach? And, Why’s It So Important?
If you want to measure the value of your social media posts and campaign, you’ll want to keep your eyes on ‘Reach’ more than ‘Impressions.’
What’s The Difference Between Reach and Impressions?
Reach is a measurement of the total number of people that see your social media posts. It’s slightly different than impressions, which is the total number of times that your posts have been seen. Both numbers are tracked by social media accounts and can be found in your admin portal.
An Example Of Reach Versus Impressions
Here’s an example of the difference between reach and impressions. You post a meme to your social media accounts and one of your followers, we’ll call him Riptide Magoon, sees the post. Riptide chuckles and then closes out of Facebook and goes about his day. That evening he comes back to his computer and opens up Facebook. As he’s scrolling through his newsfeed he comes across your meme again.
The scenario above would be Reach = 1, and Impressions = 2. Make sense? Reach is the sum of your unique viewers.
Your goal in dental social media marketing should be to grow the awareness of your practice with your local community. Reach is the number that will directly tell you how well you’re achieving that goal.
How Reach Helps To Identify Social Media ROI
There is a positive correlation between improved reach, acquiring new followers, higher engagement rates, and more direct messages. As your reach goes up, other statistics go up as well.
It doesn’t tell you exactly how many new patients you’re getting, but it does measure exposure.
A Comparison Of Traditional and Digital Advertising – Regarding Reach
It can be measured similar to the way that traditional marketing works.
For example, if you call a local media/advertising agency with the intent to rent a billboard, the cost of that billboard is calculated by the number of cars that pass by it. The more potential eyeballs on the your billboard increases the cost. This is why billboards in NYC are pretty darn expensive and billboards in Orderville, Utah, are almost free.
So, in your monthly or weekly marketing meeting, make sure that you are reporting on your reach number. Did it go up over last month? Or, did it go down? If it’s gone up then you’ve essentially increased your marketing opportunity with little to no extra cost. All that it took was some creativity.
Ways To Improve Your Social Media Reach?
There are two ways to improve reach. The first way is producing interesting and creative content that encourages engagement and the second way is to pay for it. We’re not going to be discussing paid social advertising in this post. We’re focusing on engaging content.
Engagement is any type of interaction on your post by a follower. Examples would be, a click, share, comment, or an emoji.
Reach and Engaging Content Go Hand-In-Hand
Engagement dramatically increases your organic reach through social media algorithms because they push content with engagement higher in viewers newsfeeds.
A good example, possibly bad example, would be the crazy political posts that you’ve seen in the last few years. You know what I’m talking about. The ones that are so ridiculous that you have to click on it to find out which crazy person posted it.
I’m not suggesting that you start posting ridiculous stuff, I’m simply giving you a clear example of engagement and increased reach.
What’s The Best Dental Content For Engagement?
For a dental practice, the content that gets the highest engagement are posts that are unique, personable, expresses your practice culture, introduces your team to your community, highlights amazing patients, and is fun. Often this means that the posts are more about the people in your office than about dentistry.
We have tons of complimentary ideas that will increase the quality of your posts on our Free Stuff page.
Does Social Media Marketing Improve Patient Trust?
The efforts that you and your team put into consistently posting creative and fun content has an often overlooked benefit; it improves trust which results in higher case acceptance.
I know that almost every dental practice wants to talk about new patients, but in my humble opinion higher case acceptance is just as valuable. Case acceptance is not talked about much because most practices have a difficult time tracking it, but it’s definitely a positive consequence of great social media content.
An Illustration Of How Social Media Improves Case Acceptance
Ask yourself this question: How much higher is your case acceptance from a patient who was referred to your practice by one of your current patients, versus someone who saw your billboard?
You probably don’t need to track this to know the answer. Almost every dentist that I’ve spoken with replies, ‘referrals’. New patients that come from referrals already have an impression of your practice from the referring party. They walk into your office with a level of trust that simply doesn’t come from traditional advertising.
Dental social media marketing, when performed correctly, is a referral based marekting system.
Remember Connection Before Conversion
The clinical aspects of your practice should not be your primary focus when it comes to dental social media marketing. Dentists should use social media platforms to connect with potential patients on a personal level to build trust, rather than always trying to sell services.
Social media content that focuses on the people in your office, your team, you, and your patients will help to set you apart from competition.
That doesn’t mean your social media marketing plan cannot include dental care tips, educational content, or practice specials. You can post this type of content, just make sure that it limited. You want your patients to feel that you care about them, not teeth.
Focusing on content that connects is your first goal. Higher case acceptance will follow.
Dental Social Media Marketing Improves Your Reputation
In today’s fast paced digital world where information comes quick, dental patients are doing their research on your practice before they call to schedule. Most consumers don’t trust what a business says about themselves, but they do trust what other consumers say about the business online.
What’s The Best Way To Improve Your Practice Reputation?
Reviews… Reviews… and more Reviews…
Reviews are a big deal, especially Google and Facebook reviews. Both can be found within seconds and there is a high level of social proof associated with the review profile.
There’s no doubt that online reviews take a prominent role in how new patients find your dental practice. Several recent consumer research studies found that:
- 97% of consumers read online reviews for local businesses
- 85% of consumers trust online reviews as much as personal recommendations
- Nearly 7 out of 10 consumers will write a review of a local business if asked
If You Made It This Far…
… then you either find my writing super entertaining, or you scrolled to the bottom.
If you’re the type of person that likes to scroll, then watch this video from Blake, one of our founding partners. In this recorded webinar Blake discusses the 3 R’s of dental marketing.
Learn About The 3 R’s From Blake, In This Short Marketing Video
Guess What, We Can Help With Dental Social Media Marketing
My Social Practice is a dental marketing company that focuses on helping dentists grow through digital and dental social media marketing. Dental social media marketing is no longer something you should do, it’s something you have to do.
We have helped thousands of dentists find success using carefully crafted marketing campaigns and taking a unique approach with every dental practice. Social media for dentists is our bread and butter and it’s one of the least expensive ways to increase new patient volume.
About the Author: Adrian Lefler is an expert dental marketer and a key member of the dental marketing team at My Social Practice. My Social Practice is a dental marketing company located in Salt Lake City, Utah. Adrian is passionate about helping dental practices grow. If you’d like to book one of the members of My Social Practice’s speaking team, you can do that HERE. Interested in learning more about the benefits of SEO for dental practices or our dental websites service, you can learn more here.