North Texas Dentistry Volume 7 Issue 4 NTD 2017 ISSUE 4 CONV DE | Page 19
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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.
4
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 re-
targeting. 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.
FREE VALUATION
PRACTICE
Know the value of your practice
(469) 222-3200 | ADStexas.com
Jeremy Brown JD, Joe Piazza DDS, Terry Watson DDS, & Frank Brown JD
Practice Sales & Appraisals
www.northtexasdentistry.com | NORTH TEXAS DENTISTRY
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