What is social media marketing? Put simply, social media marketing is the process of using social media platforms to generate content that attracts clients. Some of the most common, and successful, platforms are Facebook, Twitter and Instagram. While each of these platforms functions a little differently from the others, the basic essence is the same: develop a social media presence that clients can relate to.
What is its purpose? We often hear our clients express the desire to use social media to drive more traffic to their website. While this is not a “bad” end-goal, social media is its own little world where other online tactics fail to achieve success. While your website should aim to rank high on search engines and drive potential clients to your webpages, and eventually call for an appointment, social media should aim to communicate with your already-existing client base.
How It Works
By building an online social media presence that effectively communicates and relates to clients, you are building your practice as a trustworthy authority in your field. Most have heard the phrase, “out of sight, out of mind,” and social media should aim to counteract this. Incorporating hashtags and photos into your posts helps grab customers’ attention, making them more likely to stop and see your updates. By staying in the forefront of your customers’ minds with interesting posts, they are more likely to call your practice when it comes time to schedule their next dental appointment.
An added bonus: social media can expand your patient base this way. When someone likes and shares one of your posts, it can be seen by all of their followers. This may include their family, friends and acquaintances, and they may be in the market for a new dentist. Think of it like a patient referral through word of mouth, but arguably more efficient.
What is your brand message?
Ultimately, you want to use social media to appear more “human” to your customers. Your posts and interactions should all reflect what the practice’s brand message is. Essentially, who are you? Do you keep a fun atmosphere, do you like to joke a lot, or do your patients feel at ease? Make your communications personable and relatable, and stay away from anything generic, such as discussing a product. Instead, try talking about your community involvement or an exciting office activity you recently held.