Reasons For Your Dental Office To Engage in Social Media
In the pre-Internet days, advertising your business meant going out to spread the word to family, friends, and colleagues. Pre-modern days even had town criers announce to people what and where they were selling. Signboards were also quite popular in those days.
Nowadays, however, there are several ways to get your products noticed by the public. The popularity of the World Wide Web and the influence of social media has made advertising more fun, exciting, and innovative. No matter what product (or service) you’re trying to sell, your first option would almost always be to go online. Most businesses now have their own website and a social media page. Dental offices are not an exception to this.
While dentists have become comfortable with word-of-mouth, i.e. client referrals, there’s no denying that they can reap more benefits if they go online and start dental social media marketing. Facebook alone can help them draw in audiences from their target niche. It attracts consumers in a variety of ways and because of its highly visual nature, engagement is quite high. This is exactly what dental offices need – to get more people to notice them and to make these consumers interested enough to try out their services.
There are more than enough reasons for dentists and their clinics to engage in social media. Here are some of them:
Social media has a wider reach
Traditional word-of-mouth is all about connecting to people, but its reach is not as wide as social media. Its coverage goes only as far as the source – the satisfied customer – can reach. Social media, on the other hand, has a wider audience, one that does not end when personal connections or the family tree ends.
As there are more people on social media, particularly on Facebook, there are also more opportunities to connect with consumers from their target niche. Once dental offices create their pages, they can start reaching out to people online, beginning with their current list of clients. These clients will then bring in potential customers, who’ll also connect with other prospects, and so on.
Eventually, an increase in the number of followers will happen and this can only mean good things for the dental offices. This means they’ve already been able to solidify their presence on Facebook, on social media. It is now easier for people to find them.
Social media can help dental offices become more visible online
With a wide and varied audience, dentists can now enjoy more traffic – on their websites and their physical offices as well. What’s even better than this is that traffic can keep building up from day-to-day. The more exposure a dental office gets; the more chances of becoming visible to the target niche.
It’s important to remember though that a strong online presence is not just about visibility and an increase in traffic. It also means convenience for clients because they now know how easy it would be to get in touch with their dentists or to find their dentist’s office.
An established online presence also means more opportunities to attract new clients.
Social media can help establish and strengthen relationships
Facebook allows businesses to create channels for communication. This can greatly help dental offices establish relationships with their followers or clients. A conversation about dental visit experiences can be created and everyone who wants to share can join in. This is a fun way to start communicating.
Another good idea would be to post motivational quotes and encourage clients to share experiences related to these. Coming up with a post asking for testimonials from satisfied customers can also be beneficial.
Aside from improving relationships with clients, social media is also a good platform for providing them the most essential information on dental care. Some good examples are dental care news, tips, and even anecdotes.
Facebook Messenger can be used to communicate with patients who want to dental health-related questions. There are some clients who do not feel comfortable asking such kind of inquiries when face-to-face with the dentist, so consultation via social media can help a lot.
Regularly communicating and staying in touch will help dentists show their dedication and commitment to their clients. It’s all about telling customers how much they care.
Social media is influential
There are a lot of social media influencers, but the real influencers are actually Facebook, Instagram, Twitter, and all the other social media networks people use.
When somebody posts online, something about a new restaurant, for example, people immediately react to it. They’ll share the post with their friends, who also share it with their friends; and on to many other users until it becomes viral. This is what the power of influence can do. This is how powerful social media is.
Consumers buy products that they saw on Facebook. They patronize companies whose social media posts had a major impact on them. People choose businesses that their friends recommended or suggested.
This is the kind of influence that dental offices need to have.
Social media helps in building brand and credibility
With the increase in visibility, online word-of-mouth, and customer feedback, dental offices will have an easier time building their brand and reputation.
Reviews posted on social media will help people, especially potential clients, become convinced and satisfied with what the business offers. They’ll be even more pleased when they see photos and videos that show the dental office or give a glimpse of how dentists take care of their clients.
All these are essential in helping build a strong and credible brand. With trust established, clients are more likely to become regulars and long-term patients.
Social media is more practical than traditional marketing and advertising
Traditional marketing and advertising involve a lot of expenses. Payments for billboard ads, TVCs, magazine and newspaper ads, and radio spots can sum up to quite an amount. In addition, there is no guarantee that they’ll reach the right market.
On the other hand, marketing dental businesses on social media does not involve any costs or requires lesser expenses. It is also more effective and efficient because of its wide reach. Dental offices are guaranteed that the right audience is targeted.
Social media can help dental offices monitor their performance
Constant communication with customers and regular updates and visits to their social media pages will help dental offices get a clear picture of how their business is doing. Feedbacks, reviews, and comments are only some of the things that can help provide the information needed to properly monitor performance.
Getting relevant performance feedback is essential in effectively managing a dental business or any kind of business for that matter.
Social media is where the customers are
Facebook is the most popular social media network and practically everybody is there every day, sometimes even 24 hours a day. All the customers are there; the current ones, the prospects, and the would-be prospects. It is where dental clinics should be, too.
Social media used to be just for connecting with family and friends, exchanging information, and sharing fun stuff. Nowadays, it has become a significant tool for businesses and marketers to know the value of getting their products and services on any social media platform. Dental offices need to realize this, too. It’s time to shift the advertising focus on social media.
Written by Shawn Byrne, founder, and CEO started My Digital Dentistry