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Quality, Not Quantity, Is the Key To Success in Social Media

by Naomi Cooper May 27, 2013

Quality, Not Quantity, Is the Key To Success in Social MediaThere are endless ways to participate in social media: various sites, videos, comments, sharing, blogging…the list goes on and on. For dentists, and business owners in general, who are looking to get started in social media, the sheer volume of the opportunities to engage can be overwhelming.

There is no need to get frustrated before even starting. Participating in social media is all about connecting with your patients, friends and colleagues. For example, it is better to regularly engage on Facebook (for instance) a few times every week, than to sporadically post random information on Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and YouTube. Find one or two sites that are most comfortable for you, and that you know your patients are also engaged in, and start there. As your comfort level increases, you can start to branch out to more sites.

Varying your content will also help to increase the quality of your activity. This will help to keep your content fresh and engaging. Here are a few ideas to get you started:

  • Sharing links to trade-related articles
  • Posting a thoughtful comment on others’ posts
  • Uploading a video to YouTube – the brief video could offer a tour around your office, or an update on the latest technology in the office
  • Commenting every blog that you read
  • Posting photos
  • Responding to patients’ feedback when shared online

And one more aspect of Quality as it relates to social media would be Consistency. Posting one article every few weeks is not going to build your audience. Create a social media calendar for your office, and continually engage on a regular basis. Your audience will start to know when to expect to see your information, and you will be building credibility along the way.

Getting started in social media can seem daunting at first. By putting a little thought into your strategy, and creating a plan of action, you will be on your way in no time at all.

Have you integrated a social media marketing plan for your practice? What were some of your initial successes? Do you have any advice for those looking to get started? Please share your ideas below.

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Dental Marketing News: The New Google Updates

by Naomi Cooper May 21, 2013

Dental Marketing News: The New Google UpdatesThings are busy at Google. Last week the people behind the most popular search engine announced updates to their algorithm, as well as a total redesign for their social media site, Google+. Here is a very brief breakdown of the Google news and what it means for dentists.

Google Algorithm Updates

Google announced they will begin “rewarding” sites they deem to be a subject matter authority, with the reward being a higher ranking in the search results. Exactly how a website is determined to be a subject matter expert is measured by the number of clicks a website gets, the freshness of the content — even localization seems to be factored in. Why does this matter to dental practices? Now is the perfect time for dentists to commit to improving their online presence. Dentists have the opportunity to become the dental expert within their local area. Adding an on-siteblog to the practice website and broadcasting blog posts across social media profiles such as Facebook, Twitter, YouTube and Pinterest can help to increase online reach while improving the website’s SEO at the same time.

Google+

Google’s social media component has gotten a major overhaul. The newsfeed has been streamlined and photos are predominantly featured…a seeming influence of Pinterest. Dentists should build upon the redesign by adding more photos and videos to their Google+ profiles, including pictures of the dentist, the team, shots of the practice, a welcome video and videos about common procedures. (Be sure to get a photo/video release signed by anyone appearing in any of the images or videos!) For more info on the new Google+, check out this blog from the online marketing experts at Qnary.

These are just 2 of the many updates Google has implemented recently. While always evolving, it’s safe to say Google and it’s components (search, Google+, Google+ Local and YouTube to name a few) continue to be a dominant force in the online marketing landscape today.

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SEO for Dentists: The Online Marketing Tactic Not to Be Ignored

by Naomi Cooper May 9, 2013

SEO for Dentists: The Online Marketing Tactic Not to Be IgnoredSearch engine optimization, or SEO as it’s more commonly called, is not just for large corporations. Businesses of all sizes, including dental practices, need to employ SEO tactics in order to drive traffic to their business websites, and cast a wider net in order to reach more Internet users.

Understanding SEO, however, is no simple feat. Strategies are constantly changing as Google and other major search engines often adapt their algorithms, sometimes on a daily basis. There is an entire industry of SEO specialists who spend their entire work week staying on top of and employing the latest tactics for their clients. Of course, dentists could take the time to study the science behind search engine optimization, but who really has the time?

For dentists who are looking to get a basic foundation of understanding of search engine optimization, check out this recent blog from the always informative Marketingprofs.com on how to (kinda) become an SEO expert in 10 minutes.

SEO isn’t just a passing trend; nor is it just for corporations. Dental practices of all sizes benefit from smart SEO practices. After all, patients won’t be able to find you if they don’t know you are there!

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Twitter for Dentists: Using Social Media to Grow Your Practice

by Naomi Cooper April 23, 2013

Twitter for Dentists: Using Social Media to Grow Your PracticeHere on the blog, we often talk about social media, with many posts have been geared toward Facebook.  We haven’t, however, talked much about Twitter. While not as universally used as Facebook, Twitter still boasts 500 million users. This social media site remains a successful method for dentists to reach new patients and connect with both the local and online communities.

What’s unique about Twitter is that every single word you’ve ever tweeted is public and searchable unless it was specifically marked private. That means anyone who happens to be searching for any of the keywords you’re tweeting about will find your tweets. This is an incredible way to build a loyal base of followers, regardless of whether they actually know you or not. And because about half of Americans don’t have a dentist, if your Twitter followers are in your local area, they certainly have the potential to become your patients when they’re ready.

I recently came across this informative blog highlighting Twitter from the social media guru Jeff Bullas. Click here to read the blog and discover his 40 ways to increase your Twitter followers.

Facebook is not the only option when it comes to connecting with your patients online. Twitter is a simple and quick way for dentists to distribute information and engage with followers within a matter of seconds.

Do you use Twitter in your dental practice? What has made it successful for you?

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Branding Strategies for Dentists: Why It’s More Than Just Advertising

by Naomi Cooper April 16, 2013

Branding Strategies for Dentists: Why It’s More Than Just AdvertisingAs marketing guru John Jantsch says, branding is the art of being knowable, likeable and trustable. To be knowable, a dental practice has to be both visible and noteworthy; people have to know the practice exists, and as if that weren’t enough of a challenge, they also have to remember the practice’s name in their hour of need.

A dental practice’s brand is conveyed not only through traditional marketing tactics, but also by incidental and sometimes even accidental means; the way financial concerns are addressed over the phone, the tone in the receptionist’s voice when she greets a new patient, the way the doctor compliments the assistant, and even the first impression new patients have when they walk through the front door. Clinical skills, customer service, the carpet in the reception area, the greeting patients hear over the phone—each of these are part of the patient experience, and thus, the practice’s brand.

A practice’s brand communicates the distinctive combination of skills, personality, values and expertise that influence the way dentists practice—and how the community views them. Every practice is different, and every dentist has something exceptional to offer. Branding establishes a practice’s unique identity, ensures patient loyalty, and most importantly, has the potential to keep dentists in the driver’s seat when it comes to their reputations. Branding is about communicating a message—and dentists who employ a branding strategy will ensure their patients get the message loud and clear.

What is a brand? And why should dentists employ a branding strategy? Click here to read my recent article on the topic published in Dental Products Report.

Does your dental practice have a brand identity? How do you think potential patients, and your community, view your practice?

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Facebook for Dentists: Why Check-ins Matter to Your Practice

by Naomi Cooper April 3, 2013

Facebook for Dentists: Why Check-ins Matter to Your PracticeMaybe you have heard of Facebook’s new Graph Search. Even if you haven’t, the latest Facebook update is worth learning about to make your dental practice Facebook page most effective.

Graph Search is a new search engine within Facebook. When it is officially rolled out, users will be able to search for information, such as “Restaurants in Manhattan”, just as they would on Google or Bing. The results that appear within Facebook however will be based on the user’s friends’ interactions, Likes and check-ins, with the idea being that you will be more likely to try something that your friends have also tried.

What are check-ins?

When a Facebook user wants to share their location, they “check-in” to the restaurant, shop, or almost anywhere they might be, making it appear in their News Feed for their friends to see.

Check-ins are growing increasingly important for businesses with Facebook Pages in terms of increasing visibility. Whereas if a user Likes something on Facebook, it will be seen by the user’s friends in their news feed.

If a user checks-in to a location, that activity is not only broadcast to their friends, but also to their friends’ friends – exponentially increasing the number of people potentially seeing the business.

And why are check-ins important for a dental practice?

Getting your patients to check in when they come into your office for an appointment will increase your dental practice visibility on Facebook and online since Facebook activity plays a role in SEO. The more easily people find your practice online, the more likely they are to make their first appointment.

How can dentists utilize Facebook check-ins?

–       Signage around the office: Have tented cards or small signs visible in the waiting room and at the front desk to remind patients to check-in when they arrive.

–       Arming your team: Make sure that everyone on the team knows what check-ins are, why they are important, and how to instruct patients to check in if they themselves do not know.

–       Check-in contests: Set up a small raffle or contest for patients where anytime they check-in, they get entered to win a small prize. It doesn’t have to be anything extravagant, but adding an element of fun to the check-in can help increase the activity. Just be sure to adhere to the Facebook contest guidelines.

Facebook is still testing and finishing the Graph Search feature, so the true impact of check-ins remains to be seen. What we already know is that check-ins and Likes are only getting more important, and are proving to be strong drivers not only for Facebook visibility but for SEO purposes as well.

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