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Facebook can Mix Up the Message
The key to Facebook marketing success is utilizing all three types of content .
Ads . Of all Facebook content , Facebook ads reach the highest number of people . Facebook ads can be text , photo or video , and allow dentists to advertise the practice in general , or promote specific procedures . With careful planning and management , Facebook ads can yield excellent returns .
Boosted Posts . Boosted posts look just like regular Facebook posts from your practice ’ s Facebook page , except you are paying to ensure more people see them . Facebook ’ s algorithm limits what users see in their timeline . Boosting your posts is an inexpensive way to increase exposure , build your brand and ensure more prospects see your message .
Posts . Organic Facebook posts are what you add to your practice ’ s Facebook page . When a patient visits your page , they expect you to have an active presence . That said , less than 5 % of your fans will see your content in their newsfeed , so you need to post frequently to be seen organically .
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Facebook can Re-Target Prospective Patients
Re-targeting is key to Facebook success . Remember back in our story when Sarah saw the first ad , explored the practice website but took no further action ? She didn ’ t think to go back to book that appointment until she saw another Facebook ad a few days later . That ’ s retargeting . When Sarah visited the practice ’ s website , it left what ’ s called a “ cookie ” on her web browser that told Facebook to show her another ad at a later time . The second ad reminded her she needed to book an appointment and it didn ’ t force her to leave the Facebook app to do so .
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Facebook Makes it Easy for Dental Prospects
If there is anything we can learn from Sarah ’ s story , it ’ s that dental decisions need to be easy and convenient . She could check out what other patients thought of the practice by reading reviews right on the Facebook page , schedule her appointments right from Facebook in real time and also have the ability to contact the dentist from Facebook via a form or click to call . If she had to click around from Facebook to the website and then back to Facebook to make an appointment , she may have gotten frustrated or distracted and put it off .
Facebook continues to be an important piece of the marketing puzzle for dentists . To learn more about how our dental marketing team can help your practice ( including our in-Facebook appointment setting feature called FullSchedule ™ ), call ( 800 ) 506-9817 .
Marc Fowler is President of Bullseye Media and a frequent dental conference and study club speaker . Since 2006 , Bullseye has helped over 350 dental practices across the U . S . and Canada achieve their practice growth goals .
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Jeremy Brown JD , Joe Piazza DDS , Terry Watson DDS , & Frank Brown JD
Practice Sales & Appraisals
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