North Texas Dentistry Volume 7 Issue 4 NTD 2017 ISSUE 4 CONV DE | Page 19

3 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. 5 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 19