Looking for simple yet effective techniques to bolster your dental practice marketing using Facebook? With over 1 billion active users, this social site is the perfect platform to boost brand awareness, connect and engage with your current patients, and increase your online presence to gain new prospects onto your leads list.
Even with the recent decline in organic reach for Facebook Pages, there are still some highly useful tactics you can implement to increase exposure and drive traffic to your website. The goal in this guide to is to share these successful Facebook strategies that will enhance engagement with your followers, send more visitors to your blog or site content, and capture new email subscribers to help grow your practice.
#1 Publish Posts that Engages, Educates, and Resonates with your Audience
Get your followers and patients involved in your Facebook posts by sharing content that offers valuable information and addresses common problems or questions your audience has. You see, the goal to your social media strategy is to publish content that resonates with your audience. Although most of your content could be dental related, it doesn’t always have to be. Being clear on your target market allows you to share topics that interests them which positions you as a “go-to” source.
The best way to gain clarity on your audience is to establish buyer personas. This process will serve as a guide to your entire content strategy, including what to post on Facebook. It also helps to improve your Facebook Ads strategy in choosing the correct audience that you’re targeting.
#2 Ramp Up on the Visuals
Visual content has an amazing impact on reach, engagement, and sales for businesses. Both video and infographics have become powerful tools for brands looking to communicate more easily with their readers. In fact, here are a few stats from Hubspot that proves the importance of adding more visuals into your Facebook strategy:
- Content with relevant images gets 94% more views than content without relevant images
- Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%
- Infographics are liked and shared on social media 3 times more than other any other type of content
- People following directions with text and illustrations do 323% better than people following directions without illustrations
- Facebook posts with images see 2.3X more engagement than those without images
The ideas are endless with including visuals. Share pictures of happy patients after getting their teeth cleaned. Post images of the office, the holiday party, your team members and staff. Leverage live-streaming video with Facebook Liveto take your followers behind-the-scenes. Post a funny GIF. These are just a few ways to keep fans connected to your brand.
When promoting your blog posts, be sure to include the link within your Facebook post to populate an image. This way, when followers click on the image, they’ll be directed to your blog post.
#3 Follow Your Website Visitors Everywhere with Facebook Retargeting
Retargeting, or remarketing, is a paid strategy where you place a tracking code on your website that will set a tracking snippet or cookie on the browser of those who actually visit your website. As a result, your ad content will “follow” your recent visitors everywhere they go online. You’ll effectively keep your practice “top of mind” even after people leave your website.
The good news about Facebook retargeting is that it’s extremely cost-efficient for your small business and simple to implement. You’ll create custom audiences and tailor content specific to them for increased responsiveness. This is one tactic that should be constantly running to maximize traffic and produce fresh leads.
#4 Create a Facebook Group
In addition to your Fan Page, build a community around your brand by creating a Facebook group. You can use this group exclusively for your patients to share updates, provide a channel to openly ask questions, and allow members to connect with other patients in your office. It’s a great strategy to driving traffic to your blog content and enhancing customer loyalty.
Quick bonus tip: Use your cover photo for your Facebook Business Page to bring in more traffic by including arrows within the image that points to the “Sign Up Tab” to direct people to your opt-in page.
#5 Reach Out Personally to Give a Special Touch
Certainly not a popular method, yet extremely effective and valuable in building relationships, personally contacting potential patients brings a special touch to your strategy and separates you from other practices. You’re expressing real interest in your prospects and shows that you value their engagement with your brand.
For current patients, simply ask them about their recent dental visit and if there is something they would like to see differently. What are the questions or concerns they have that they might not have asked during their visit? This information gives you feedback into your service and ways you can improve.
For prospects, you can inquire about their expectations from a dentist and their top concerns. You can dismantle any fears and show how their experience will be different with you. Finally, be sure to offer free content that prompts them to give their contact info to be on your email list.
One key point to mention is knowing the best times to post on Facebook based on when your audience is most responsive to your content. Tools like Facebook Insight and other analytics tools can help you gauge the ideal times to publishing your posts to achieve optimal engagement.
Facebook marketing to do wonders for your dental practice digital marketing. Choose to execute 2-3 of the tactics listed and test to see which one is working best in generating engagement. If you find there’s a strategy you use that is not listed, please share in the comments below!