Want Your Patients to Sell For You?
Have you heard this saying?
The best advertising is word of mouth.
But how do you generate it?
When you make use of social media on the Web, like Facebook, LinkedIn, Pinterest, Twitter, etc. you open the potential to deploy a free army of salespeople. That’s plenty of word of mouth advertising.
People are followers. They want to know what other people say about a service before jumping in. You yourself have read reviews before buying something on the Web, haven’t you?
The bigger your social footprint, the more clout or social influence you have.
Yes, people WILL go looking for you on Facebook. It’s big business.
Let me tell you a little story of dental social media success.
Three dentists walked into a bar.
No, just kidding.
There was a neighborhood dentistry Facebook page, we’ll refer to as ‘A’. Over some time, 22 people clicked the Like button on that dentist’s page. They never participated on the page by liking or sharing any posts that were on there, because there just weren’t many posts made by that dental practice to update the world. There was a really good review or two left on there by happy patients.
There was a dentist ‘B’ who had over 1,000 page Likes. There were many updates and posts written with broken English, and comments were rarely left. When comments were present, they were not addressed.
79 people clicked the Like button on dentist C’s page because there were helpful posts, photos, videos and funny stuff on the page. Some of the posts had comments and some of the published media got shared around Facebook. Questions were asked and promptly answered, and it was a generally entertaining and helpful Facebook page. The page seemed to make patients happier, and even got some of them to leave favorable reviews. If you scrolled a bit you could find a complaint by one patient, and rather than being deleted, it was very well handled by the dental practice staff. Anyone who read it, would appreciate knowing that this dentist is open about such things without anything to hide, and would favor the dentist in the situation.
Which dentist do you think will likely get the next new patient that looks at all of dentist A’s, B’s, and C’s pages? The really popular dentist B with 1000+ “Likes”?
So along came Jill who was looking for a new dentist in her area. She found those dental practice social pages and clicked the Like button on dentist B’s page because so many others had done so, and because she found a couple of images that she liked. Jill thought to herself however, “How could there be so many “followers” without any interaction?” She also wonder about the dentists cred since there content was wrote bad. (See what I did there?!!)
Looking further, Jill found a really great photo on dentist C’s Facebook page. The picture appealed to her in a way that prompted her to share it onto her own page for all of her friends and family to see, and she commented: “I want the after shot of my teeth to look like this!”. All of her 278 friends saw that she left that comment, and a conversation ensued on her page about it.
Dentist C got a lot of exposure from it.
Sure, social media is a bit of a popularity contest. It can be time consuming, and there are nuances of different social media with which one has to get acquainted.
There are some great social marketing service providers out there for you. BEWARE: There are also really spammy “social gurus” who will promise lots of Likes (fake ones) and potentially ruin your reputation like dentist B above.
How Social Media Increases Dental Sales
You can have people generate your popularity for you. With that, comes more patients.
As you show some personality and establish a rapport with existing patients and potentially new patients on your social accounts, you also garner reviews and testimonials from satisfied clients. What’s so great about that? It helps you sell more.
Patients do the selling for you. WOW, that’s easy!
With dental practice social media marketing, patients propagate your message for you.
They leave comments, participate in conversations, share your stuff with friends, and review your practice on your page so that new viewers coming to your page will see.
Better yet, their friends, family and followers can also see that they leave comments, participate in conversations, review your practice, share content you publish.
Even better still, they will post recommendations on their own pages when happy with you; or on their friends’ pages when asked for a dentist referral.
Dentists, I implore you: Get social. Get patients.