9 min read
Building and establishing a successful dental practice is not always a walk in the park, especially if your location is rife with competition and alternative resources. With local competition and high standards, operating a dentist’s office requires hard work and dedication. For those who are learning how to target dentists on Facebook and how to implement working dental Facebook marketing of their own, there are a few targeted ad tips to keep in mind before you begin.
FACT: Facebook has more than 80 million small businesses around the world using Facebook Pages (Facebook, 2018).
Identify Your Target Audience
Whether you are a specialized orthodontist or if you run a private dental practice for general cleanings and fillings, it is important to identify and understand the patients you intend to reach with your dental ads marketing strategy. Without knowing the core audience and demographics you want to appeal to, selecting specific targets when launching campaigns becomes increasingly chaotic.
When you do not hone in on a specific audience or demographic, maximizing your reach is not as easy, and it is much more expensive. In order to optimize your digital marketing campaigns, identifying and specifying the prospective patients you want to appeal to with your dental practice and your Facebook ads for dentists is a must.
What Problems Are You Solving?
During the process of identifying and assessing your core audience, consider the problems you will be helping your patients to solve. Are you providing regular cleanings, a soothing atmosphere, or highly specialized treatments that are difficult to find anywhere else near you?
How are you helping others to improve their everyday life? Knowing what problems you intend to solve and which pain points you intend to address within your dental ads marketing strategy are key elements to accomplishing success with an online presence.
Study Your Local Competition
In order to truly outperform your local competition, you will need to spend time familiarizing yourself with their own business models as well as the marketing strategies they are using.
Learn more about your local competition by visiting the official websites and blogs of dental offices and practices in your local area or neighborhood. Follow local dental practices near you on social media to discover how locals connect and communicate with dentists and other healthcare professionals online.
Immersing yourself within online groups and communities revolving around your competitors can help you to see what works best in terms of messaging, design, and promotional offers or deals before moving forward with your digital marketing strategy on Facebook.
Create Your Facebook Presence
Once you are ready to move forward with Facebook marketing for your dental practice or business, you can begin by creating a Facebook page that is solely for the use of your dental practice and any relevant updates you share.
Brand Your Facebook Presence
Branding your Facebook presence is extremely important, especially once you have registered an official domain name and launched your official website or blog. Use the same URL and page name on your Facebook as your website or as your dental practice itself. Minimize confusion by eliminating hyphens, special characters, or unique spellings when registering your domain name as well as your Facebook page name.
It is also imperative to brand your Facebook presence with proper graphics, logos, and similar color schemes as you may already use in your dental practice itself as well as on your website or blog. Branding is significant when it comes to establishing a business and a professional reputation, especially in competitive fields and markets such as healthcare. The image below shows a good example of using your logo for your profile picture and cover photo:
(Image Credit: Smile Marketing)
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Immerse Yourself in Relevant Communities
Get to know more about the wants and needs of your prospective patients by immersing yourself in online communities that are relevant to dental offices and/or healthcare. Spend time researching topics and services that you provide while using Facebook to hone in on conversations and discussions that are gaining the most traction on social media.
Immersing yourself in relevant online communities while you familiarize yourself with using Facebook and social media marketing is not only great for educational purposes. Following relevant blogs and communities of competitors is also a way for you to determine the best course of action to take when it is time to launch your very own digital marketing strategy.
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Researching topics, communities, and conversations with the use of social media provides valuable insight into what is most relevant, interesting, and useful for your own prospective followers and future patients. If you are thinking of launching a blog or producing an ongoing content strategy, immersing yourself in surrounding and relevant communities online is a must. Here is just one example of an online community on Facebook:
Set Goals and Consider KPIs
Consider which KPIs, or key performance indicators are most important to you with your online presence and the type of content or services you share with your followers. Are you using your dental tips for Facebook and your presence to attract new patients, or to generate referrals and repeat business for the future?
Do you intend to use teeth whitening Facebook ads to promote your services, or services that are hyper-focused on customer services and providing an optimal atmosphere and environment for stressed-out patients? Knowing which key performance indicators matter most to you can help significantly when it comes to putting your Facebook and social media marketing strategies together.
Additionally, it is also important to ponder your short and long-term goals when it comes to your Facebook and social media presence. Do you intend to combine your website’s content with your Facebook campaigns, or are you planning to use Facebook to simply maintain communication with followers and patients? Ask yourself the following questions while putting your Facebook profile together for your dental practice or office:
- What is the main purpose of creating a Facebook page for my dental practice?
- Who am I interested in appealing to with my Facebook page? Will my Facebook presence help to reach existing patients, or is it more useful to help attract and garner new prospective patients?
- Will I be promoting the services I provide via advertisements on Facebook, or with the use of traditional social media marketing techniques?
- How will I determine the overall success of my online Facebook presence? What measurables are most important to me and most significant for the growth of my practice?
- How will I help to boost the overall visibility and spread of the updates and content I share? What incentives can I provide to my followers and their friends to share my content even more?
- What tools, software, and solutions do I intend to use to help monitor and keep track of data I receive while using my Facebook to represent my dental practice? How can I keep better track of the incoming data I receive with both Facebook’s original platform as well as Facebook Ads?
Launch Your Content Marketing Strategy
Creating a content marketing strategy can help to ensure you are on the right path with your marketing strategy, whether you intend to launch local promotional ads or teeth whitening Facebook ads to showcase your dental practice. Having a content marketing strategy in place can also help you to stay on track with updates and maintain consistency as you establish and solidify your space in your local industry.
Ask the Right Questions
Some of the most important steps to remember when creating a content marketing strategy for dental practices include:
- Know your audience: Knowing your audience and the patients or users you want to appeal to is essential. Consider what demographics you intend to appeal to as well as various zip codes and neighborhoods you intend to target based on their proximity to your dental office itself.
- Solving problems: What problems are you interested in addressing and attempting users to help solve with your content? Are you looking to provide dental care tips, or even more in-depth information about oral health in general?
- Pain points: What pain points do your dental services help to address? How will your services help to make their lives better?
- Trends: What topics and trends are most relevant and popular within your field of work right now? Will you be creating content year-round for your visitors? If so, will you also be including seasonal dental tips and tricks for your readers and patients?
- Integration: How do you plan to integrate your content marketing strategy with your Facebook presence as well as the other pages you have on social media? Will you be using Facebook as your primary content marketing source, or will you be cross-promoting content and blog updates you share from your website to your Facebook and other social media accounts?
For Example: Did you know that 96% of active Facebook users accessed the social media platform via mobile devices, which includes tablets or smartphones (DataReportal, 2019).
Create a Social Media Schedule
Consistency matters when it comes to building a brand and establishing yourself as a professional and reliable online source. Create a social media update calendar and schedule to monitor and track the content you share as well as the overall interactions and levels of engagement you receive for each new update you make. Using a social media calendar is also a way to ensure that your page remains visible within newsfeeds and timelines over time. For example:
Many social media conglomerates today use a variety of algorithms that determine whether or not a business, brand, or page is relevant to users. Most often, when a page is inactive for too long, it will simply no longer appear as visible within feeds, thus resulting in fewer views and chances of receiving clicks and new followers.
Research Trends and Keywords
Keyword and trend market research can help with fleshing out a content marketing strategy, even if you are unsure of where to begin. By researching popular keywords, topics, and trends within the dental industry and even within local healthcare news near you, cultivate and craft content that is sure to spike engagement and traffic to your website and social media pages.
Use tools such as Google Trends as well as alternative keyword trend solutions to compare the overall popularity of keywords and phrases that are most relevant to your dental practice. Using tools such as Google Trends is not only a way to discover which trends are most popular currently, but it is also a way to conduct seasonal keyword and trend research. For example:
Whether you intend to promote seasonal deals and discounts or if you are simply interested in creating content that is more likely to go viral, using trend research tools can help greatly in your pursuit.
Launching Your Facebook Ads Campaign
Before you launch your very first Facebook Ads campaign to help promote your dental practice and/or the services you offer, take time to get acquainted with the system of Facebook Ads. Learn how to properly and efficiently navigate Facebook Ads to quickly edit, update, change, or even delete ad campaigns you have running with just a few clicks.
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Set Your Budget
When you are ready to get started with Facebook Ads to promote your dental practice, you can begin by setting your budget. With Facebook Ads, it is possible to set a daily budget or limit, allowing you the freedom to advertise and spend up to a certain point each day.
Selecting Facebook Ads for those who have a limited budget is extremely useful, as it provides an opportunity to maximize your ad exposure online without spending all of your budgets in one location or at one time.
Even after you have set a budget in place, it is important to keep in mind that Facebook Ads does allow users to update and make changes to their accounts at all times. Whenever you wish to lower or remove a budget, you can do so with just a few clicks.
Choose Your Target Demographics
After you have finalized a daily spending limit or set a budget for the entire campaign you intend to launch, you can begin honing in on the target demographics you want to reach with each of your individual Facebook Ads campaigns.
With Facebook Ads, you can pinpoint specific users you wish to target with individual campaigns based on parameters and measurables that are most important to you. Target users based on their age, marital status, zip code/location, as well as their gender. With Facebook Ads, it is also possible to pinpoint your prospective patients by targeting users based on specific hobbies, interests, or various keywords they have used throughout their own profiles. You can also track a few of these demographics using Facebook Insights, for instance:
(Image Credit: Megalytic)
The extent to which you can customize and optimize each of your Facebook Ads campaigns is virtually limitless. Additionally, it is also possible to launch multiple Facebook Ads campaigns simultaneously. When you choose to launch more than one Facebook Ads campaign for your dental practice, monitor and track the results of each individual campaign with the use of A/B testing.
The Importance of A/B Testing
Whether you are launching third-party ad campaigns or using Facebook Ads to promote your dental practice and services, A/B testing is vital. A/B testing is the practice of comparing two or more similar ads, products, or promotions to determine which method works best to result in lead generation, sales, and revenue.
Using A/B testing with Facebook Ads is possible by making small or minuscule tweaks to the imagery, headlines, and even the CTAs, or calls-to-action used with each campaign you launch. Launching more than one Facebook Ads campaign for your dental practice at once can provide you with valuable insight and information about your online users and prospective patients.
With A/B testing and a bit of tweaking on each of your advertisements, gauge what type of image or graphic is most likely to harness clicks. Discover what type of messaging and copy works best to draw in readers and keep them on your website for longer periods of time. Determine which CTAs are most effective at attracting new online followers and appealing to new patients who are in need of a dental appointment.
Putting A/B testing to work for you can help significantly with optimizing your marketing budget and getting to know more about your potential clientele. With A/B testing, minimize and eliminate guesswork altogether when it comes to promoting your services and attracting new patients to your office. Here is an example of what an A/B test can look like:
(Image Credit: OneSignal)
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Launching a marketing strategy that delivers referrals, new patients, and results, can help you to keep your dental practice up and running for years to come. Having the right marketing campaigns in place can make all of the difference when it comes to thriving and falling behind in the dental and healthcare industries today.
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FAQ’s
Dental Facebook Marketing allows dental brands and offices organic posts and a variety of paid advertisements targeted to specific audiences. This spreads the word of their services to a mass amount of people.
Having a Facebook business page is 100% free. There you can post content, share services, and connect with customers. However, if you want to have a Facebook ad those are not free and will cost you a bit of money.
Facebook is a wonderful dental marketing tool for several reasons. First, you can keep in touch with customers and keep them informed about new changes in your office. Facebook can help you develop your brand identity and can increase the number of people who recognize your brand. Finally, it can help increase the amount of people you reach. Facebook is well known for it’s sharing ability and its users are constantly sharing more and more content. All of these reasons make Facebook an excellent place for Dental Marketing.
Yes, if you have already made a Facebook business page and you have users that have liked your page it is worth it. Every like counts because those likes are customers of your who want to keep up on your business. The key to a successful dental Facebook page is to continue engaging with it. The more you post and react with your customers the higher your engagements levels will become.
Creating a Facebook business page is free and simple. It is also mobile and desktop friendly. Having a Facebook business page will allow more people to see your page and interact with your business.
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