social media on a shoe string: how your dental practice can use social media to make a big impact on...
TRANSCRIPT
TO MAKE A BIG IMPACTON A SMALL BUDGET
Social Media HOW YOUR DENTAL PRACTICE CAN USE
Social Media on a Shoestring
“Maybe don’t call itsocial media. Maybedon’t call it anything.Just be human and tellyour story.”
Gary VaynerchukSKY LARKMED IA
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Social media is kindof the oldest formmarketing: Word ofmouth - with thenewest form oftechnology.
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What Social MediaMarketing Is (And Isn't)
A free "listening tool"A great tool for relationship building
A longterm commitmentAn effective way to promote content
& drive traffic to your siteA small piece of the "SEO puzzle"
What It is: What It Isn't:
A solution to a poor business planor product
The best driver of directconversions (SEO is better for
that)A monologue
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Why Social Media Starts With a Great Website
What’s the point of driving traffic to a website if that traffic isn't going to convert?
Some factors to consider:
Is it mobile friendly? Are there clear calltoactions? Are your services highlighted and easy to spot?Do your photos feature "reallooking people"? Or are they stock photos?Does your website feature discount incentives?Does your site include links to your social media profiles? (Tip: Displayrecent social media posts on website).
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How to Crate a WinningSocial Media Strategy
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2. Define your goals. Be specific.
1. Define your audience firstWho currently follows you on social media? What does your ideal social mediafollower look like?
What is their age? Location? Education? Profession? Interests?
Tools you should use: Google Analytics, Google Webmaster Tools, Hootsuite,Facebook Insights, Agency Analtyics
Obviously the #1 goal is to drive sales. But how many sales? Set yourself aconcrete goal. You should also define secondary goals as well.
Possible goals could include: Increasing engagement with current clientele,boosting employee morale, promoting community events, improving searchengine rankings, networking with industry professionals and other smallbusinesses, connecting with journalists.
3. Learn how to measure results
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The first question you need to ask is: Is that really true? The average reach for apost on FB is 4%. This means that only 4% of the people who like your page areeven seeing your posts. So if you have 1,000 Facebook fans, then 40 people areseeing your content. Now, the average engagement rate varies, depending onaudience size and industry, but even if just 5 of the 40 people who your postreached engaged with it, then you're doing pretty well.
Why Isn't Anyone Liking or Sharing My Posts?
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How the Facebook Algorithm Works:
One of Facebook's biggest goals is to ensure people enjoy the Facebookexperience. Thus, Facebook want to ensure they are only showing customerscontent they want to see.
How does Facebook determine whether or not someone wants to see thecontent they're being shown? Their algorithm looks at 100 different factorswhich include:
* How often does the user engage with this post? (I.e, like, comment, share orclick on a link)
* How long does the person hover over the post? (I.e, do they stick around toread it or scroll past it).
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Marketing on Facebook: An Overview
With 1 billion users, Facebook is the largest social media network in the world.71% of Internet users in the US are on Facebook.
Who uses Facebook? Facebook is your “sit down audience”. Facebook users are on there to like theirfriends’ baby photos and watch cute cat videos. They aren’t there to take outtheir wallet and buy something or pick up the phone and call a business. Theyalso aren’t there to click out of Facebook unless the ad or article link you’veplaced is really compelling and extremely targeted.
What kind of content works best on Facebook?
Images, quote photos, videos and funny memes work well on Facebook, but thekey is that they must speak to your target Facebook audience. A cat video maybe cute or funny, but unless you're a veterinary clinic or pet store, it won't speakto your target audience. It's too general.
Posts that feature your company culture and employees also do well. Recruityour employees to be social media "brand ambassadors" and encourage themto share your company's posts.
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1. Don't just post to post (It's aboutquality, not quantity).
2. When you respond to comments, signyour name!
3. Use FB to educate customers aboutnew or littleknown procedures
4. Tie posts into current events yourtarget audience might care about(Example: The Philadelphia PoliceDepartment's post about Kanye West).
5. Remember: Social media keepsyour business top of mind which helpswith retention. Instead of replacingcustomers, focus on retainingcustomers.
5 Facebook Tips:
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How to Boost SocialMedia Engagement
Use social media to promote events! Example: Office story time, a
"Halloween Candy Buy Back", a Kids Day Event or a "Patient
Appreciation Party"
Get employees involved by posting a lot of photos of staff and
tagging them in the photos. Staff love it and clients do too!
Post photos of customers with a “cavityfree” sign
Do something newsworthy! Example: Offer a free dental procedure
to someone who has recently been in the news and in need of a
surgery.
Run a "guessing game" contest that involves an employee
Place a fun photo or statute in the waiting room and encourage
people to take photos with it using a branded hashtag for an
opportunity to win a prize.
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The Anatomy of a Viral Post
Target Audience: Travelers in their 20sVirility: 7,730 FB shares, 7,904 FB likes & 736 comments as of February 2016
Why do you think this performed so well?
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How can your dentalpractice leverage Facebook?
How?
* Host a special VIP event for customers who have checked in on Facebook.Example: A "Love Your Smile" photoshoot in your office with a professionalphotographer or an evening where guests can receive free teeth whitening.
* Offer a Reward! You can encourage customers to check in by offering a giftor 10 percent discount.
* Partner with a charity. Tell customers that for every check in you receive,you'll be be donating a product/service/gift to your chosen charity. Partneringwith a charity will also help you with exposure and branding (everyone lovesbusinesses who have 'heart').
Encourage customers to "check in" on Facebook
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Encourage employees to become "brand ambassadors"
Encourage employees to share your content on Facebook (and across allsocial media platforms) using a branded hashtag. Just make sure they'vereceived a training on how to do this properly and have full understanding ofwhat they should (and shouldn't) post.
You can also encourage your employees and family to checkin on occasion,especially for special events.
Figure out what all of your Facebook fans have in commonand create posts that speak to that
If you are a local business, one thing most of your fan base will have incommon is that they all live in the same community. You can takeadvantage of this by going hyper local with your content and creatingposts that speak only to people living in a particular city or neighborhood.
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Examples of "Hyper Local" PostsExample: Las Vegas
How does this post target Las Vegas residents?What kind of Vegas resident do you think this post speaks to
specifically?
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Examples of "Hyper Local" PostsExample: Las Vegas
How does this post speak to Las Vegas residents?Why do you think this post was popular?
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Examples of "Hyper Local" PostsExample: Las Vegas
This post was shared when Vegas began to undergo massive road construction.
How does this post speak to Las Vegas residents?Why do you think this post was popular?
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Tips for Advertising on Facebook * Look at your best performing posts for clues on language and images. Whatmade this post successful? Mimic that. * Find out what kind of people your customers are. If you don’t know, havethem fill out a survey or create a buyer persona for your ideal customer.* If you aren't experienced with running an ad, boosting a post is a great placeto start. You'll be able to get a sense of what works (and doesn't). * You have two main choices when running a FB ad: CPC or CPM. CPC meansyou pay per click and CPM means you pay per impression. It's best to run aCPC ad first with several variations and see which one works best, then you cantake the best performing post and run a CPM.
Guidelines for Creating Ads:The ads you create should:• Promote a product or service provided by your business• Send visitors to your website or blog• Spread awareness of a timebound campaign, contest or limited time offer
* Make sure you've installed a Facebook pixel in your website to track howmany people have converted from your particular Facebook ad. You can alsocreate a "unique URL" to further track traffic from your Facebook ad.
You can upload an email list of customers and target them specifically with newpromotions or offers.
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Facebook Remarketing: What It Is and Why It's Important
Remarketing is one way to ensure your ads lead to more conversions.Facebook allows you to install a pixel on your website so that your adis served to people who’ve visited your site in the recent past.
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* Blogging is great for SEO because:1. It provides your site with fresh content, which can help improve rankings2. The more pages a site has, the more likely it will rank well in Google. 3. When done right, blogging drives traffic to your site from Google searches
* Blogging is great for social media because:1. Why share someone else's content when you can share your own?2. It drives traffic to your site3. It also helps with SEO because it provides "social signals"
Tips for Blogging:
Use the Google Keyword Planner Tool to get ideas for titles and keywords forcontent.
Invest in a keyword monitoring software to monitor your search term rankings
Include the keyword phrase you'd like that blog to rank for in the title, meta titleand at least twice in the body of the content.
Make your blogs "scannable" and remember: longer posts perform better!
Why Blogging Is Important:
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A few important notes:
* Make sure your blog is onsite and not hosted elsewhere (in order to gainmaximum SEO value).
* Photos must be royaltyfree or creative commons licensed for commercial use.
Safe photo sites to use:https://pixabay.com/ (Royaltyfree images. No source needed).https://commons.wikimedia.org/wiki/Main_Page (Some photos need to besourced)https://www.flickr.com/ (Some photos need to be sourced).
* Plagiarizing is bad for SEOPlagiarism isn't just illegal, it is really bad for SEO. Even if you plagiarize yourself(copying and pasting content from other pages within your site), your websitecould still get penalized. If you do quote statistics or facts, credit the source witha name and a link.
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Search "Dentist Las Vegas" and what comes up first in the search results?
Yelp! Yelp is showing up in Google search results more often and some
predict it will surpass search engines in popularity.
It can also help with SEO, as Google rewards popular businesses/
How to get more reviews:
25 percent of Yelp reviews are flagged as spam and don't get published.
One way to ensure this doesn't happen to your customers who are trying to
leave a review is to make sure they have friends on Yelp and have left
reviews (both positive and negative) on Yelp in the past. Ask friends and
family to leave Yelp reviews and reach out to customers with popular Yelp
profiles.
Keep in mind: Yelp reviewers are young and collegeeducated. In the US,
41.9% of Yelp users are in the 1834 age demographic. More than 37% are
3554 years of age, with 19.9% being over the age of 55.
YELP: Why It's Important & How to Get More Reviews
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Are these platforms helpful for dental practices? Sure! If you have the time. Butif you're short on time and resources, either skip them or only use them for SEOpurposes.
Youtube: If you have a youtube channel, make sure your optimize it for searchengines with a link and appropriate keywords in the description.
Pinterest: Pinterest is great for link building which helps with SEO. It's also ahuge driver of site traffic (sometimes surpassing Google), but the trafficfrequently isn't targeted when it comes to local dental practices. Thus, it's bestjust to use this platform to post pins for linkbuilding purposes only.
Twitter: Twitter is great for national brands, but it's a harder win for smallbusinesses, especially in the dental field. It can be a helpful tool, however, ifyou're looking to network with journalists or other industry professionals.
Youtube, Pinterest, Twitter, LinkedIn ,Google Plus, Instagram
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LinkedIn: Like Twitter, LinkedIn is a great place to network with otherprofessionals or recruit future employees. It's not a great place to reach potentialcustomers, however.
Google Plus: Google Plus is a dying social media platform. While posting blogposts to Google+ can help with link building and can boost rankings, using it asanything other than an SEO tool is a waste of time (there just aren't enough ofyour target demographic (i.e, Las Vegas residents) using Google+ to make itworth it.
Instagram: Currently, the target demographic for Instagram is 18 25 year olds,which is a tough demographic to reach regarding dental hygiene. However, whileInstagram isn't great for SEO, it's an extremely fastgrowing social mediaplatform and one to watch. As more moms join, Instagram could become a greatleadgeneration tool for small dental practices.
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HIPPA: What You Need to Know
Commenting on Social Media Posts and/or Reviews Posted by a Patient:Keep your answers friendly and sincere but do not reveal any additionalinformation beyond what the patient has shared. If someone has left anegative review on Yelp, contact them directly offline to discuss details.Also, do not edit comments a patient has left on your page, as doing somay make you a "coauthor".
Posting about patients on business social media pages: Don't post about apatient unless the person has given you permission to do so and hassigned a consent form. Even if you don't use their name or any identifyinginformation, you must get written consent first.
Posting photos or videos of patients: Again, make sure you have verbalconsent and that they've signed a consent form before you post anypatient photos or videos.
Customer photos: If you are encouraging customers to take pictures(holding a "CavityFree!" sign, for example), make sure they are standingin a preestablished spot that is away from other patients or anybackground info that may display patient information.
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Policies and procedures: Make sure you have a written social media privacypolicy and training available for your staff in the event of an investigation oraudit.
Have a posted sign clearly stating your photo policy, which should mention:"Please do not post closeup photos or videos of other patients without theirpermission"
All consent forms must include the following:
1) what the patient is specifically authorizing2) the purpose of the authorization3) the ability to revoke the authorization4) an expiration date5) the opportunity to receive a copy, if desired6) who, specifically, the patient is giving authorization to
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What you should outsource:
Keyword researchOnpage optimization
What you can do yourself:
Blogging (incorporating keywords)Guest bloggingAdding site to directories
Should You Outsource?
SEO Social Media
Sure, if he or she has the skills and has a clear means of measuring the ROI.
Some skills to look for:
A good internet marketing manager should be both creative and analytical. Theyshould also be a good writer and have a basic knowledge of Photoshop.
What you should outsource:
What you can do yourself:
Initial setup Strategy
Advertising
Daily manaingBlogging
Should your receptionist manage your marketing?
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Questions to Ask Social Media Consultant Before Hiring
An experienced "social media expert" should be able to readily answer thesequestions with ease and confidence:
1. What can you tell me about Facebook remarketing and Facebook Lookalikeaudiences?
2. What can you tell me about your experience with Twitter lead generationcards?
3. How do you measure conversions and ROI?