The landscape for dental marketing has changed dramatically over the past few years. It tracks closely with the change in healthcare marketing. You already know how important it is to have a professional-looking dental website. A GMB listing and a portfolio of photos and patient testimonials won’t hurt either. Adding a social media strategy to your marketing arsenal is essential to growing your practice.

In 2020, the average social media user spends nearly two and a half hours per day scrolling social media. But that’s just the average. To successfully market your dental practice, you need to reach your patients where they are. And they’re definitely on social media.

Simply creating a dental social media profile isn’t enough. There are additional strategies you will need to see the greatest return on your effort. Here are some of the questions you should be asking:

Do I need Social Media profiles for my Dental Practice?

The short answer is: YES!

The long answer?

YES!

Dentists already know the anxiety patients have about coming in for appointments. One of the first concerns is getting people to remember to schedule their appointments.  That, as well as helping them overcome the stress and costs associated with dental work. It’s a lot of work to build trust and earn a patient’s confidence. Social media can help you build a trusting relationship with your patients. 

Your social media presence can help your patients feel more at ease before they arrive at the office. You can showcase your track record, experience and compassion by letting your future patients know that they’re in safe, caring hands. If you can give your practice a comforting, trustworthy personality, your patients will look forward to their visits.

Social media can be a space for you to focus on the more pleasant aspects of your practice. Instead of featuring root canals and dentures, you can showcase the comfort, confidence and trust your practice provides. 

Younger generations who grew up with social media are reaching the age in which they independently search for dentists. In addition to being able to rank well in Google, your younger patients might be more likely to come to you if you have a strong social media presence. 

For offices without a social media presence, patients might assume:

  • You are a small or out-of-touch practice that doesn’t have the resources to create an online presence
  • You are a brand new dentist and might lack experience
  • Nobody is talking about your practice online because you aren’t an established office.

How Active do I need to be on my Dental Social Media Profile?

To maintain your brand of trust and care, it’s a good idea to reply to posts and reviews from your patients. You’ll want to post a variety of relevant content as well. Patients are more likely to want to go to a dentist whose office is easy to reach and communicate with. You want your social media presence to stay consistent and engaging. This is where it might be a good idea to hire someone to manage your social media full-time. 

  • Respond to feedback
      • Patients can write reviews of your practice on social media. It is important to respond to these reviews in a timely manner with care and respect. 
        • Thank patients for their good reviews and welcome them to come back soon
        • Respond carefully and respectfully to negative reviews. This will make sure new patients see that you care about patients that are unhappy and want to make it right.
  • Respond to direct messages
      • Platforms like acebook often let customers know how quickly businesses respond to direct messages. You’re more likely to get engagement from patients if they can be confident you will write them back.
  • Post relevant content regularly 
      • This could include pictures of your practice and staff as well as instructional posts and links to your website’s blog
  • Seek engagement
      • Once you’ve finally established a following on social media, engage your audience.
        • Ask patients questions and tell them to post their responses in the comments.
        • Post content that is informational and tell your patients to share it with anyone that might benefit.
  • Establish a brand and authority
    • Keep consistent with your practice’s brand image. 
      • If you use a certain font and color all the time, try not to use anything that doesn’t remain consistent.

Dental social media can take a lot of time to do well. It’s worth considering having an agency work on your social media management  so you and your staff can focus on what you do best– taking care of patients. 

What Kinds of Content Do I Need to Share on my Dental Social Media Profile?

Branded Social Media Posts

  • Keep all of your posts consistent with your practice’s brand image. This means customizing each image and post to include a mention of your brand.
  • If your practice tends to use one color on your website or in your office, be sure to continue this trend onto your social media profiles. 

Informative Posts From Your Website

  • Remember that many Americans use the internet to research medical problems. Having helpful patient information on your website is a good start. You can share those pages on your social media profiles to bring in more traffic.

Talk About Your Staff

  • Remind people that you and your staff are people, just like your patients! 
    • Share photos of your team working as well as doing their every-day activities.
    • Talk about dental anxiety/phobia and how to overcome it by showing personable content about your team

Build a Content Strategy 

Producing content that can help your dental SEO can be a lot of work. If you don’t already have a blog, you should definitely start one! You can boost your website’s traffic by sharing interesting content from your blog on your social media. Try to avoid only selling your services. Instead focus on:

  • Before and after photos
  • Biographic information about your staff and doctors
  • Behind the scenes photos with interesting captions
  • Educational posts from your blog
    • Possible topics could include:
      • Adult braces
      • Teens with braces
      • Invisalign costs
      • Zoom teeth whitening

The more you can create an inviting, trustworthy image, the more likely you will be able to convert new patients. Let your paid advertising do the selling. Allow your social media profiles to provide your future patients with more information about you.. 

What is Sponsored Content and How Can I Use it for my Dental Social Media?

Sponsored content, also known as native advertising, is an advertisement that looks like it’s supposed to be there. Rather than looking like an invasive advertisement, it seems natural to the platform that it’s in. It appears in someone’s news feed. Social media users can react or comment on it just like they would with organic, unpaid content. By using sponsored content, you can reach people that don’t follow your dental practice. Just like other advertising, you can target specific audiences by location and interests.  

Paid media can often be interruptive and annoying. Sponsored content is a way to pay for exposure without annoying people. It can also be versatile: it could be a photo, video, or text.

Sponsored content also helps spread brand awareness. This means patients who are not yet ready to visit your dental practice when they first see your page, will remember you later when they need a dentist. An analysis by Facebook found that ads that were seen at least once per week increased potential brand lift in ad recall by 80 percent.

How Can I Generate Dentist Leads with Social Media?

A lead refers to contact with a potential customer, also known as a “prospect.” If you want your site’s visitors to become patients, you need to convert them into leads. Usually the best way to do this is by asking for their email addresses. A lot of people are hesitant to give away their email addresses, but with social media, lead conversion can be a lot more fun for your prospects.

You might host a contest that offers a free giveaway of a special toothbrush or a giftcard to a local restaurant. People can sign up for the contest by following or sharing your page. Once more people follow your page, the bigger your reach becomes and the higher the likelihood is that your visitors will turn into leads. 

Remarketing is a digital marketing technique. It allows you to target users who have previously visited your website in order to get them to return and further engage with your brand. Social media can absolutely help you generate leads for your dental practice with remarketing. 

An effective lead generation will also need to include a plan for nurturing your leads. If you’re executing a plan for SEO and digital marketing, you need to make sure you’re able to handle the potential increase in volume of calls and appointment requests that come from it. 

Which Social Media Platforms Should I use to Market my Dental Practice?

While spreading the word about your business as far and as wide as possible is probably your goal, you want to make sure you’re allocating resources to the methods that work best for you. You don’t want to spread yourself too thin and risk seeming unresponsive or unprofessional. 

The top social media sites Facebook and Instagram are usually your best bets, some dentists find success by branching out with Youtube, Yelp, and Twitter. 

Your digital marketing strategy will probably require you to create and maintain social media accounts, as well as invest in social media advertising.

Facebook

Billions of people sign into facebook every day: this is the broadest possible platform for dentists. With Facebook advertising, you can target your advertising to specific locations and audiences. You can match your Facebook marketing strategy to fit with your budget. If you haven’t already, read our guide on how to create the ultimate Facebook business page. Follow some of these tips to optimize your Facebook strategy:

  • Provide dental tips and answer patients’ questions
  • Host Facebook live question and answer sessions
  • Run promotions and contests
  • Ask customers for input
  • Post about updates to your practice
  • Share blog posts from your website 
  • Share photos of your team, office and consenting clients

Instagram

When people are happy about their smiles, they usually aren’t afraid to show it off on Instagram. This platform can be a great way for you to show off your happy patients. 

  • Post polished, inviting images of your practice
  • Share photos of happy patients, HIPPA permitting
  • Run a #Bestsmile or #healthysmile contest
  • Repost images from patients that might relate to their experience at your office

Yelp 

Just like Facebook and Instagram, you should set up a business profile as well as run ads on each platform. As you already know, online reviews are not just for food and entertainment. Reviews play a vital role in decision making for consumers, especially in healthcare and dental services. With Yelp, you can:

  • Respond to reviews by patients to help control your image
  • Pay for promotion so locals will find you first when searching for dentists in your area
  • Run Yelp check-in promotions
  • Encourage existing patients to leave a review on your Yelp page. If they’ve been with you for a while, chances are they are happy customers! Share that with your community!

When it comes to dental marketing, having a dentist social media presence is an important piece of the puzzle. But it’s not the only one. The digital marketing experts at Digital Logic can provide you with a strategy that includes dental social media services, dental web development services, and effective dental content marketing