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Social proof

4 Steps to Social Media Success

June 17, 2020December 16, 2019 by A Holmes

Using social media well can help you grow your dental practice with a fraction of the marketing budget you would need for traditional dental marketing. Despite that, many dental practices struggle to use social media well. They might post for a few days and quit after not seeing results. Some spend months, still with no results.

If you’ve struggled to grow your dental practice using social media, you might only need a few small tweaks to your plan. Here are four simple steps you can use to achieve massive results using social media.

1. Set a strong foundation.

 

4 Steps to Social Media Success

 

Too many dental practices sign up for social media accounts without a plan, goal, or foundation in place for achieving success. Without a plan, they end up becoming frustrated fast. They quickly run out of things to say and end up losing momentum.

To avoid this, plan a few ideas for how you will create content that dental patients are likely to connect with. What is your practice story? What are your core values? Why should they choose your practice instead of another? What can patients expect when they come to your office? What do you do differently? Are you committed to spa-like experiences? Do you give hand and arm massages like we do in my practice? Do you provide gourmet coffees and teas? Are you involved in your community?

Write down the answers to all of those questions. Be as specific as you can. Then, for each question, write down why that item is important to you and potential patients. For example, do you give back to your community? If so, write down all the ways you give back. Then, write down why you give back. Did you grow up in the area? Do you want to make a special impact on the neighborhood? Or, do you want to help advance a cause or solve a local problem? Write those down.

Soon enough you will have a long list of the things your practice does differently and the reasons why those are important to you. You’ll be ready to start posting, warming up your audience to get them engaged with, talking about, and interested in your practice. Many will start looking forward to your next post, even. And you will start building a group of raving fans online.

Way too many practices skip setting the foundation and creating content that builds relationships with potential patients. They jump right into sharing posts without any plan or focus. When that happens, performance suffers.

2. Regularly create sharable content.

With the strong foundation in place, you’ll be well on your way to sharing content people engage with, liking, commenting, and even sharing your posts on their feeds. Take a look at your social media accounts. How much engagement do you get? Do a lot of people like or love your posts? Do they comment or share?

If you can consistently create content other people share on their timelines, everything you do on social media will become easier and more effective.

To do so, focus on telling stories about your practice and how you’re impacting your community and patients. How are you serving your community? Share videos of you talking about what you’re doing and why. What experiences are your patients having? Share video testimonials and office tours explaining all the things your patients experience and why you do it. How is your practice different?

For example, one thing that makes my practice different is we have the kids go to the toy box before their appointment. This helps us gain trust with kids and gives the kids something to hold during their appointment. Kida love going to the toybox and enjoy coming to our practice because they get a toy right away.

When we talk about this on our social media pages, we share videos of us talking out what we do and why. These posts are highly engaging. If you have a similar policy, share a video of you talking about it and why. Do a video demonstration of your toybox showing all the cool toys you have. Ask a parent or two who you think would be open to it to record a short video talking about why they love your toy box first policy.

These types of post create emotional connections in parents who love the idea or who have experienced it themselves. They might share the post with “what a great idea!” or “my child loves going to Dr. Holmes and getting her toy first.”

3. Run social campaigns.

 

4 Steps to Social Media Success

 

One of the best social campaigns you can run is a giveaway. Giveaways help you give back to your fans, patients, and oftentimes other local businesses.

With my practice, we love giveaways. We sometimes give away gift cards to local shops. Other times, we give free whitening. Sometimes, we even give away a full smile makeover to someone in need. When running a social campaign, ask people to follow your page and like, comment, or share your post to be entered into the content. Then, at the end of the day, you can pick a person at random to win the prize.

Only include a short statement about your practice in such a way that makes sense with the posts. For example, if you’re giving away a gift card to a local store, you can say, “At my practice, we believe in supporting local businesses in our community. That’s why we’re giving away a gift card to XYZ coffee shop, our favorite place to grab coffee on the way to work.”

By requiring people to engage with your post to enter and making a brief but strong emotional connection in your content, your social campaigns will help you build an even bigger, engaged social following.

4. Offer people the next logical step.

With a strong foundation, shareable content, and social campaigns in place, your audience will grow and the people who follow you will get to know, like, or trust you. That is a great place to be because it means your followers will be much more likely to become patients when you ask them to take the next logical step in the relationship.

While there are several ways to call people to action, one of the best ways to do so while achieving a high return on your investment is to place targeted ads for high-dollar services, such as dental implants.

Your ads can direct people to a landing page with offer details or a quiz to help them learn whether they are a candidate. From there, you can send them through a nurture sequence of call them to make an appointment for a consultation.

Are you ready to get more patients using social media?

 

4 Steps to Social Media Success

 

If you have struggled to gain traction using social media, these four steps can help you grow your followers, build trust, and promote high-value services. If you want more help, you can find detailed instructions on growing your practice using Facebook. There, you’ll find additional information on growing your following, targeting the right audiences for your ads, and growing your practice using Facebook.

If you want even more help using social media to grow your practice, sign up for the Delivering WOW Platinum Coaching Program to access forms, courses, and coaching from me and other top dental experts.

Categories Marketing, Social Media Tags dental campaigns, Dental Social Media, Dr. Anissa Holmes, Social proof

3 Steps to Building Raving Fans for Your Dental Practice

February 8, 2020December 9, 2019 by A Holmes
3 Steps to Building Raving Fans for Your Dental Practice

When I started marketing my dental practice using Facebook, it was as part of a much bigger plan for my practice. I had a big vision for my practice, to make it the best practice in Jamaica.

Even more, I wanted my practice to become known for exceptional community service and patient care. I wanted to deliver WOW experiences to every patient who walked through our door. I wanted every patient who left our practice to feel so great about their experience that they would tell everyone they knew. If that could happen, I knew we’d be well on our way to achieving my big vision.

I didn’t want to wait years for my plan to take place, however. So, instead of relying on traditional dental marketing strategies that were expensive and inefficient, I turned to Facebook marketing for my dental practice.

Using Facebook and investing in my team and other proven online marketing strategies transformed my entire practice. We built a practice experience patients would love. We attracted dozens of new patients every month for very little money using Facebook. And we used the power of social proof to earn referrals from our happy patients and build a Facebook following of more than 58,000 raving fans.

If you want to do the same for your practice, follow these three steps and you, too can build a large, loyal group of new patients and raving fans.

1. Tell Your Story Online

 

3 Steps to Building Raving Fans for Your Dental Practice

 

When I first started the Delivering WOW Summit, nobody knew me as a summit leader. Nobody knew I could run a fun, high-quality summit that delivered the best information and strategies available for growing a dental practice. People knew me as a dentist, Facebook marketing specialist, author, and a few other things.

But I knew the type of event I was building. I was committed to having the best dental speakers in the world share their best content. I was committed to hosting the event in a beautiful setting. And I was committed to making sure every attendee left inspired and equipped to make their practice better.

I wanted the Delivering WOW Summit to become known as the ultimate event for dental practices. So, I started talking about it online. I went live in my Facebook group and on my Facebook page. I talked about all the amazing things we were planning. And when I referenced the summit I called it the ultimate event for dental practices in 2018. I said it over and over again. And after several times of saying it myself, other people started saying it, too. The speakers I had booked—the best speakers in the dental industry—started at first. People who my attendees knew, liked, and trusted were telling them my event was the ultimate event for dental practices. Then others said it, too.

By committing to the quality of my event and talking about it online, I started controlling the conversation about the Delivering WOW Summit.

You can do the same with your practice, too. If you want to be known for exceptional customer service, host Facebook live videos during which you talk about your practice. Share your practice story, telling people about your practice and how you are known for exceptional customer service. Show them all the things you have or do at your practice that demonstrates your commitment to exceptional customer service.

Soon enough, people will begin to understand your commitment and talk about your practice as somewhere patients can experience exceptional customer service.

2. Reinforce Your Story Offline

 

3 Steps to Building Raving Fans for Your Dental Practice

 

Once you know the story you want people to tell about your practice, reinforce that story offline, too. Make sure your patients’ office experience matches that story. If you want to be known for amazing patient experiences, make sure you provide an amazing patient experience. If you want to be known for giving back to the community, make sure you give back to the community. Post pictures of you and your team giving back. Make sure everything you say is consistent with what you do.

Additionally, train your team to tell your practice story when people call or come in. For example, when a new patient calls, make sure your team members let them know what your practice is known for. When patients come in, have your team give them a tour, describing amenities, images, or other office features within the context of your story. Avoid, “We have coffee here if you’re interested,” for example. Instead, say “We want to make sure all our patients have amazing experiences so we provide gourmet coffee and teas you can enjoy while you wait. Be sure to grab an extra cup on your way out, too.”

Reinforcing your story offline gives you more control about what patients will say about your practice after they leave.

3. Collect and Share Social Proof

 

3 Steps to Building Raving Fans for Your Dental Practice

 

One of the best ways to build raving fans for your practice is by using the power of social proof. Simply stated, social proof involves sharing opinions from one person to influence the actions of another person. The most common form of social proof in dentistry is online reviews. When someone posts a five-star review about your practice, other people see that review and become more likely to become your patient.

Another powerful type of social proof is a video testimonial. All you need is a smartphone camera and a happy patient who is willing to share a short statement about their experience at your office. The easiest way to collect video testimonials is to ask every patient about their experience before they leave. Keep an eye out for extroverts who rave about your practice. Ask them if they’d be willing to share a short video for you to share. Simply say, “There are a lot of people who are afraid to go to the dentist, so a video from a patient like you could give them the confidence to do so. And that can change their life!” Many people are more than willing to record a short video on the spot.

After collecting your social proof, share it on social media so your fans and community can see. The more you do, the more likely you are to get new patients from them.

Are you building raving fans for your practice?

If you haven’t built a large group of raving fans for your practice, you are probably making your marketing harder than it needs to be. These three steps combine to tell a consistent story about your practice and share your story with people in a way that influences them to become your patients.

If you want more help building raving fans for your practice, you can access, sign up for the Delivering WOW Platinum Coaching Program where you can find more training and coaching on all aspects of running and growing a high-profit dental practice.

Categories Marketing, Social Media Tags Dental practice culture, dental practice experience, dental practice fans, Dr. Anissa Holmes, podcast, Social proof

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