IT’S EXCITING TO SEE a dental practice’s social media marketing begin to take shape. But it’s all too easy to allow your overall branding and messaging strategies to become disjointed and fragmented, as social media diverges from what you might have already established for other content channels. How can you ensure your message is clear and consistent?
Dental Economic Articles by Kristie Nation
TODAY’S WOMAN IS ANYTHING BUT TYPICAL. She can’t be pigeonholed into a “feminine” demographic to be marketing to as if she were June Cleaver. Women today participate in every facet of culture, and they handle the bulk of family finances – especially when it comes to health-care decisions. How do you connect with the women of today and convince them that your practice is the right option?
THE NEW YEAR IS A TIME FOR RESOLUTIONS—making them, trying to keep them, and (all too often) giving up before January is over. Maybe you decided that 2017 would be the year for social media and your practice, but now you’re realizing that it’s already February and your well-laid plans still haven’t materialized.
IS YOUR DENTAL PRACTICE creating content that succeeds online? Web-based content often has a specific audience that can be carefully targeted. You can even build your own audiences from scratch. The kind of content you create will determine both its reach and its shelf life, as well as the appeal it has for your prime demographic. How do you make the most of every piece of content you post?
ARE YOU USING INSTAGRAM FOR YOUR DENTAL PRACTICE? If not, perhaps you should be. Of the 2015 Fortune 500 companies, 250 are using Instagram—double the number from 2013.1 If subsidiaries are included, Fortune 500 companies’ usage of Instagram this year actually exceeded their usage of Facebook and Twitter for the first time.
WE CONSTANTLY TALK ABOUT HOW IMPORTANT it is for your dental practice to “dominate” the first page of Google search results – with your website itself, your social profiles, and the online reviews your patients post. Of these, the first can be controlled by your practice, and the second can be managed if you claim your profiles and work to create high quality content . . . but what do you do when online reviews turn negative?
GETTING STARTED ON SOCIAL MEDIA is something you need to do for your practice, but how do you decide which platform is the right one for you? Do you really need to invest in strategies for every platform out there – or will one or two be enough?
YOUR PRACTICE IS ON FACEBOOK. You are trying to stay abreast of best practices and ensure that your offline and online marketing plans are cohesive. But are you really leveraging Facebook?
FOR MANY PROFESSIONALS in scientific and medical fields, the world of social media may seem superficial, inaccurate and overwhelming. However, being willing to navigate one or more platforms has almost become a requisite for success in the modern world.
ORIGINALLY, SOCIAL MEDIA WAS A WAY TO GET “FREE” VISIBILITY and publicity for your practice. Of course, nothing is ever free, and the cost of social media over time and/or the cost of hiring a social media manager still existed. However, with Facebook, Twitter, and other platforms shifting to a “pay-to-play” environment, marketing on social platforms has changed.