In today’s competitive market, more dentists recognize the need to use social media as part of their marketing toolbox. Social media platforms offer a unique opportunity to increase a dental practice's visibility. Dentists can build a reputable brand that stands out in a crowded market by regularly posting content, engaging with followers, and sharing patient testimonials (with permission).
Everyone seems to be dipping their toes in the social media pool, but it is important to note that social media done poorly can negatively impact your business. Continue reading to learn a few helpful tips to ensure your social media efforts positively contribute to your overall brand awareness and marketing strategies!
Decide if social media is right for your office.
If you are deciding to explore the world of social media, here are some reasons to consider this cost-effective marketing strategy.
Social media helps to build your brand.
Social media attracts new patients.
Social media helps connect your office with patients.
Social media helps your SEO.
Platforms to Consider
Tip: If your dental office is just starting out, pick one social media platform and be consistent with it.
Focusing your efforts on one platform and maintaining consistency will result in greater overall effectiveness.
The best social media platforms for dentists:
Facebook is the most popular social media platform. Facebook reaches 69% of American adults, and 74% of users frequent it daily. Facebook is a great platform for targeting a more mature audience.
Instagram - is a more visual social media platform geared toward the under-35 crowd. Instagram is the platform for sharing photos and short videos, making it a great choice for cosmetic dentists to show off before and after images.
YouTube is another platform to consider if you are creating video content. YouTube is currently the largest search engine in the world, making it a great platform for reaching your audience.
Planning Your Social Media Content
1. Audience—The first decision is what audience you want to reach through social media. You may need to consider using paid ads to expand your reach beyond your organic circle.
2. Content - You need a plan to be successful. As you plan what content you will post, use these platforms to showcase your office’s personality and your unique personality. Limit self-promotion to 20% and use the other 80% to create educational or entertaining content.
Remember that you are creating content for real people.
Decide who will manage your content and social media platforms. The best results come from one person managing the content. This person can come from in-house or outsource a professional.
3. Schedule—Maintain a consistent content schedule. Consistency is key because there is no magic formula for how often to post content. Create a calendar to keep you on track. You can also consider software that allows you to schedule posts ahead of time, such as Meta Business Suite.
Here are a few last tips to improve your social media marketing strategies and to think through as you prepare to create great content:
Try creating video content. Videos are the fastest-growing medium and are not limited to YouTube—they are also very effective on Instagram and Facebook. Starting can be intimidating, but remember that shorter is usually better.
Use social media to promote patient retention. Posts on social media can remind patients how much they enjoy your services. They’re also a great place to share giveaways and special offers.
Get your practice and employees involved in your social content. Social media is most effective when you feature people authentically, and your staff is the backbone of your practice.
Be personal. Remember your audience - you’re talking to people who don’t live and breathe dental talk. Keep the jargon out of posts and use clear, concise language everyone can understand.
Showcase before-and-after cases. This is a powerful motivator for new customers. Share what great improvements patients made after visiting your office.
Mastering social media marketing for your dental practice isn’t easy - but it’s important. Social media for dentists can completely change your dental practice. With a bit of time and some thoughtful content, you’ll be well on your way to dental social media success.
More Information:
Jared Allen, co-founder of Edify Dental Marketing, offers clients years of experience in practice consulting and business growth. He is dedicated to assisting dental practices in improving their efficiency, achieving greater success, and drawing in new patients.