These social media
marketing tips for dentists are meant to be realistic, easy, thoughtful and
most importantly, memorable in the minds of dental patients looking for a
professional dentist they can trust. Let’s face it, dentists and other small
business owners serious about putting their product or service first and giving
their and clients the best experience possible can’t possibly be experts at
social media. But it is possible to convey knowledge, build trust and come from
a place of service regardless of which medium is being used to convey the
At the end of the day that’s really what
social media marketing is all about. Being genuine and staying true to serving
customers as best as possible. The more time and effort somebody puts into
these initiatives on social media, the better their organic results and overall
branding will stick in the minds of prospects in the long run.
Any dentist out there reading this went to
school for an extended period of time, and then put in a ton of work to master
their craft. Some dentists who are super ambitious and want control over their
own marketing may take the same approach to social media, but most serious
dentists probably just want to focus on their craft.
This blog post is dedicated to those
professionals. The ones who want to leave patients with a glistening smile and
a healthy sense of oral hygiene. These top social media marketing tips will have
any dentist building trust, building a sense of community and ultimately
getting more patients in the dentist’s chair.
The Best Social Media Marketing Tip for Dentists
The most powerful form of advertising in any business is word-of-mouth. Online, the idea of word-of-mouth advertising displays itself as customer reviews. Customer reviews help to rank a business’s website, they establish its positive reputation based on what real people think about using the product or service, and it’s a chance for business owners to respond to negative comments or feedback and make their dentist office better.
Google My Business
The simplest way to get customer reviews
and built that third-party credibility is to register on platforms that collect
reviews. The easiest and most important platform a dentist needs to register for
My Business. It’s no secret that Google is king when it comes to providing
traffic to its billions and billions of Internet users.
One of the first keys to Google My Business
is for the dentist to list their name, address and telephone number properly on
the platform. This has to happen on Google My Business, Yelp, Yellow
Pages and any other sites that collect reviews. It’s fine to go for most of
the large platforms like Google, Facebook,
Yelp etc… but it’s also good to look for dentist specific sites.
A Side Note Regarding Your Name, Address and Telephone
For a dentist or any other business owner,
listing one’s name, address and telephone number properly on Google, Facebook,
Yelp and Yellow Pages connects a link from these websites back to your dental
site. This tells Google that you are a reputable business owner with
credibility. Getting links from other websites to point back to yours is a huge
factor in ranking for dental keywords in your local area. Get this wrong and
all that credit for those links doesn’t get transferred to your site.
The art and science of getting onto these
directories and properly listing contact information is collectively referred
to as a local citation. Building proper citations with accurate information and
getting rid of old ones are duplicates is a big key to success online. Most
dentists will have a digital marketing agency do this for them because it’s
tedious work and although we’re only mentioning four or five websites here,
there are potentially hundreds to go after.
There are also likely hundreds of
directories and review sites specific to dentistry that will also benefit a
dentist’s website in terms of rankings. Building local citations is something
that should be done meticulously over a number of years and updated on a
regular basis to ensure accuracy.
Also note, many of these websites appear
high up on a Google search of your dentistry, which means registering citation
information on these websites ultimately gets a dentist more exposure outside
of their own website. The more search results a dentist can appear on (especially
on the first page), the more likely the person searching for them on Google is
to actually make an appointment with a new dentist.
Another Way for Dentists to Get New Customers
Influencer marketing is another way to get
more dental patients in the dentist’s chair. It can be cheaper than running
Facebook ads or engaging in other forms of advertising as well. Again, the
average dentist probably doesn’t have the know-how to figure out how to do this
but, it’s not that hard.
Find a local influencer and Instagram or
Facebook with a large following. It will no doubt be difficult to find someone
who specifically attracts millions of people by talking about their teeth, but
it may be helpful to find someone who focuses on beauty or simply looking and
feeling your best.
A good looking woman with a healthy smile
can attract a lot of followers if she posts engaging content. Rather than a
dentist or his digital marketing agency focusing on coming up with that content,
capitalizing on the influences existing following might be an option.
How do you do this?
Offer local influencers free cleanings or
free screenings at your dental clinic. Give them hundreds of dollars in value
just by investing your time in paying for the materials. If they give you a
shout out on Instagram and link to your website in exchange, you may just get a
large number of new patients walking through the door. They will pay for the
free cleaning and the time you gave away and then some.
Most local businesses don’t even scratch
the surface with this. Influencer marketing is a great opportunity for a local
Content Marketing Key for Dentists: Capture the Before and
Being youthful and beautiful and showing off a great smile is driven by a natural human desire to be better tomorrow than you were today. Tapping into that desire is a dentist means capturing before and after pictures and video of the results you’ve created for patients. This is an effective content marketing strategy in niches like weight loss and fitness, there’s no reason they can’t be good for a dentist. Nobody wants to have bad teeth, unless there is an after image or video that shows off a great smile.
When a dentist delivers incredible results
for somebody, they will be more than happy to show off their results even if it
means displaying a less than attractive before image that shows off who the old
person was before the grand reveal happens and the new and improved smile is on
Even dentists who are just starting out can
use before and after examples from their college days or even from their peers
that they have to. The point is that doing this as part of content marketing
for social media is imperative. It’s a tried, tested and true way to show off
what a dentist can do best.
Creating a Series of Content to Tell a Story
Putting together a series of content is a
great way to show off before and after results without just using a simple
split image. That’s cliché and it’s been done many times before. Putting
together a series of content makes people follow along. It tells a story,
brands the local dentist is the expert and a magician of creating our smiles.
It also builds trust with the prospect as the experience more and more touch points
with that particular dentist.
Here are four tips for creating a series of
Put together tutorials that
explain how to care for teeth properly. Everyone knows the dentist will tell
them to brush their teeth for two minutes twice a day, but have you ever
actually seen a dentist do it? This and other simple tutorials will work, and
it shows the human side of the dentist.
Tell the personal stories of
previous patients and use them as case studies. Try to find somebody that’s
really happy with the results there dentist created for them. Tell the story of
how it improved their confidence in their health. Either that, or create a
story by inviting a local influencer in for a free checkup or cleaning.
Make sure the content being
created matches the medium. Longer form content should go on Facebook or
YouTube. Short form or bite-size content should go on Twitter or Instagram.
Ask questions to prospects. Get
them to take a survey are answerable related to oral health. This works best on
Twitter and Facebook since it’s easy to create a poll.
Spending Money on Advertising
Facebook and other social media platforms
get inundated with content every second of the day. The average person who
signed up for these websites earlier and has 1,000 friends listed on their
profile can’t possibly see all the content their friends post every second of
the day. Facebook has to use algorithms to prioritize it, there’s just no other
way of doing things.
This means that the best way to make sure a
piece of content gets seen by as many friends and followers as possible is to
invest in advertising. While it is possible to lose a lot of money on ads,
starting small and then scaling up when a effective ad is identified as the
best way to do things. Advertising doesn’t just have to mean paying for
exposure on social media sites. Pay per
click advertising on Google is also an option. Generally speaking the
average dentist is better off using a digital marketing agency to employ these
paid advertising strategies on their behalf.
An agency will usually charge a monthly fee
plus advertising expense in order to manage advertising on behalf of a dentist.
Savvy Social Media Marketing Equals More Appointments
Armed with some of the best social media
marketing tips available to dentists today, it’s time to focus on
implementation and start booking more appointments. It takes time and it takes
a commitment to creating great content, but most dentists don’t do that on a
regular basis. Even just doing a little bit then is enough to stand out above
other local dentists looking to create great smiles.