Are Your Social Media Marketing Efforts All Wrong?
One of the biggest mistakes you can make when implementing a marketing plan for your dental practice is to view it as a one-way communication system to your patients, potential patients and referral sources. All marketing, including your social media presence, is about engaging real people and building relationships. If your social media content is a one-way street, you are doing it wrong. Read on for mistakes frequently made in social media marketing―and how to fix them.
Mistake #1: Not reflecting your personal brand
You put so much thought into how you present your dental practice, from the way your office looks to your monthly newsletter and the design of your Web site—so why abandon these efforts on social media? Your patients are still looking for the same service they know and love, and they need to recognize your “brand” in your social media, across all platforms.
Solution: Craft content that is reflective of your practice. This means sharing information that mirrors your practice’s values and that is relevant to your patient base, colleagues and referral sources.
Mistake #2: Posting too often
Quantity does not equal quality, and that is most certainly the case when it comes to social media. Many dentists think that posting constantly will bring the greatest return on investment, but simply getting your practice’s name in front of your patients, potential patients and referral sources does not necessarily equal new patients.
Solution: Rather than posting constantly just for the sake of putting something out there, ask yourself if your message is relevant, informative and worth sharing. If not, skip it. While it’s important to post consistently, you should also respect your readers’ newsfeeds by sharing only content that is relevant.
Mistake #3: Passing the buck
If you have not been personally involved in your social media marketing in the past, it is time to change that. Paying a full-service company to “handle it all” might seem like a great idea, but you are the one who knows your practice and your patients best, so you are the one who can make the best social media marketing decisions for your practice.
Solution: Take over the reins—it may seem daunting at first, but getting involved is the best way to learn the ins and outs of your social media platforms. Because you know your patients best, you’ll be able to engage and interact with them online and further grow those relationships.
The good news is that social media is continually evolving. If you have made any of the mistakes above, it’s not too late to change your online presence for the better. Remember to base your social media marketing strategy on your relationships: Post content relevant to your patient base and reflective of your practice—and stay involved and aware of what you’re putting out there. Follow that plan, and your practice will be sure to flourish.
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