To really remain competitive in today’s climate, consider maintaining a presence for your dental practice on Facebook.
In addition to maintaining a profile, these days it’s pretty critical for dental practice owners to be advertising on Facebook. Most of your clients and potential clients are using Facebook. What better place to reach them?!
Here’s the thing though… Maintaining a page and posting regularly are completely different from advertising. Thanks to some algorithm updates in recent years, your posts to your dental practice’s Facebook Page will only be seen by approximately 1.6 - 2 percent of your followers - without engagement. This means that if you have 100 followers on your page, without any engagement on your post, you’ll at most reach only 20 of your followers. The more engagement your post has, the more people Facebook will show it to - unless you pay to boost the post to a larger audience, in which case, your post will be seen by many more people (depending on your target audience and budget).
Still need a bit more convincing? Maintaining a Facebook Page for your dental practice makes it easy for your friends and family members to recommend your practice. It is also another platform in which your patients can leave reviews.
Many of those just starting out with Facebook Advertising aren’t aware of the full scope of capabilities and tend to rely on just boosting a post. While boosting a post can help you generate brand awareness, increase your engagement, increase Page followers and drive traffic to your website, it doesn’t do as well in terms of converting viewers to clients in comparison to Facebook Ads.
Facebook Ads are advertisements created through Business Manager/Ads Manager linked to your account. Facebook Ads lets you create a custom audience based on defined demographics or even using your current list of clients. Perhaps you wanted to offer a special promotion to your current clients for your practice’s anniversary. You have the ability to import your contacts into Facebook and use that to create a custom audience to advertise to. You also have the ability to create lead forms in which someone would provide their contact information to you for you to reach out to. The possibilities are endless.
1. Your competitors are advertising on Facebook.
2. Reach your target audience where they are - and most of them are on Facebook.
3. Your current customers are using Facebook.
4. Create a custom audience to remarket to those who have left the practice.
5. Build brand awareness.
6. Drive traffic to your website.
7. Generate new leads for your practice.
8. Build relationships by providing valuable information - such as by posting and boosting your blogs.
To begin your Facebook Advertising journey, you first need to have a Facebook Business Page. This page is different from your personal profile. Your page should be optimized to include:
· Current contact information
· Add a profile and cover photo such as your logo for your profile picture and a photo of your office for your cover.
· About section
· Add a call to action button like “call now” or “send message”
· Complete the “our story” section - this is a great place for a team photo
· Post valuable, relevant and timely content
· Humanize your brand and celebrate your successes and milestones with your followers
· Get rid of any unused tabs on your page
· Share it - Add social links to your website, email signature block, etc.
We want to see your dental practice thrive, which is why Dental B-School has put together a collection of free resources to help you along your journey. Get in touch with us today to schedule your strategy session.