For any business, good content mix is vital for a successful social media strategy, and dental practices are no exception. The key to successful social media content for dental practices is to ensure it connects with your clients. In turn, it should inspire them to take some action – perhaps to book a hygienist appointment or to consider a particular product that the practice is offering.
Successful and engaging content is the outcome of successful planning. Planning content in advance ensures that content is not repetitive, mixes things up, and gets your practice in to the habit of thinking about your marketing plan, where your growth opportunities are, and where your practice is headed.
These are the top 7 content categories your dental practice should be using to ensure a great content mix:
If you’re in the habit of collecting testimonials from your patients then you should shout out about the great things people say! Find some space in your social media schedule to paraphrase testimonials that you get. Keep it short and snappy and highlight the key reasons that patient chooses your practice.
Blogging is the perfect way to pull together a short article about something topical and share your knowledge with the world. And once you’ve pulled the article together don’t just let it fester on your website, give it some proper airtime through your social media channels so that everyone can see what it is and why you are the experts in your field.
- Dental Plans
You should have some core marketing messages as part of your content mix, but you should not overdo it. A great rule of thumb is Pareto’s 80/20 law – 80% of your social media content should be engaging to the reader and 20% should be core marketing messages. This backs up the rest of the content that you share.
Short videos are a great way of sharing key messages. Facebook reach for videos is generally higher than reach for photos, so videos you share through your Facebook page will likely get more views than other posts.
This is an obvious content topic. You need to giveaway some good freebies, even if it’s in the form of advice rather than actual physical items. For dental practices, sharing hints and tips about oral hygiene is a perfect way of demonstrating your credentials. After all, prevention is better than cure, even if that model isn’t necessarily conducive to higher profits for dental practices! But sharing hints and tips is a crucial part of every dental practice’s social media plan.
You’ll have heard of the ‘War on Sugar’. Well, why not share your thoughts on the subject? Be those facts, or interesting articles that you come across. The purpose is to spark debate and find conversations to engage your followers with.
By the nature of the beast, social media is meant to be social. Don’t forget to have a little fun along the way. If you find funny images, why not share them? Images of cats, dogs, and funky little dentist graphics all help create a bit of fun and break down barriers.
Author: Tom Jullings
I work with clients to improve the digital marketing experience they present to their customers – from web design and SEO to outreach marketing and social media.
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