So You’ve Got Social Media Profiles. Now What?
In today’s digital era, a strong online presence is crucial for dental practices, and social media is an excellent platform to connect with your audience and build trust. Whether you’re starting with a new Facebook Page, Instagram, or TikTok account, we’ve got you covered with cost-effective strategies to help grow your social media following and reach more potential patients.
1. Create Engaging and Valuable Content
Make no mistake: outstanding content is the cornerstone of your dental practice’s success on social media. Begin by sharing informative posts about oral health, dental hygiene tips, and common dental concerns. Create short videos demonstrating proper brushing and flossing techniques or addressing frequently asked questions.
But folks on social media aren’t there just to learn — they want to have fun and be entertained, as well.
So inject some fun and relatable content into your social media feeds. Showcase behind-the-scenes looks into your practice, introduce your dedicated team members, and celebrate patient success stories (with their consent, of course). Engage with your audience by asking questions, running polls, or hosting dental-related trivia contests. The key is to keep your content informative, relatable, and shareable. At DentalScapes, we apply a “90-10” rule when posting on social media for our clients — roughly 90% of content is educational, fun, and entertaining, and only 10% of content is promotional.
Keep overly promotional content light — and don’t push too hard. Social media is a low-intent marketing channel, meaning that users aren’t typically going to Facebook, Instagram, or TikTok to find a new dentist or book an appointment. Focus on “edutainment” and keep your content interesting.
2. Maintain a Consistent Posting Schedule
Social media runs on algorithms, and platforms like Facebook, Instagram, and TikTok love nothing more than fresh, consistent posting. Maintain a consistent posting schedule, setting timeframes that you can realistically uphold. Posting too infrequently can make your page seem inactive while posting too frequently might overwhelm your audience. Aim for at least 3-5 posts per week, spaced out across different times and days.
Leverage Facebook and other platforms’ scheduling features to plan your content in advance, ensuring a steady stream of posts. You can also leverage 3rd party tools like Buffer, Sprout Social, and Edgar to schedule (and even automate) publishing. Monitor your platforms’ analytics and insights to determine when your audience is most active and adjust your posting schedule accordingly.
3. Boost Posts
Organic reach on social media platforms is exceedingly low — meaning that “non-paid” posts only reach a tiny fraction of your audience. In order to maximize your reach and get your content in front of as many potential patients as possible, put some budget behind “boosting” (promoting) posts. Each platform offers easy-to-use tools to make it happen.
Boosting social media posts is effective even if your dental practice is on a tight budget. At DentalScapes, we often recommend that clients spend just $5 boosting an individual post, so instead of reaching maybe 10 followers organically, you reach 1000+ users in your target market. Facebook and other platforms have advanced targeting options, ensuring your content gets in front of the right audience for your practice.
4. Leverage User-Generated Content
Turn your patients into your brand ambassadors. Encourage them to share their experiences at your dental practice, through written reviews, photos, and even videos. Showcase positive reviews and patient testimonials on your Facebook Page, Instagram, and TikTok. Whenever patients post about their dental visits, share their content (with their permission) on your page, giving them credit. This not only builds trust but also increases engagement. Remember to tag patients’ and supporters’ accounts when possible to maximize reach.
Consider creating a branded hashtag for your practice and encourage patients to use it when posting about their dental experiences. This will help you easily discover user-generated content and incorporate it into your social media strategy.
6. Engage with Your Community
Remember that social media is a two-way street. Don’t just broadcast your message; engage with your audience. Respond promptly to comments, messages, and reviews. Show appreciation for positive feedback and address any concerns or criticisms with professionalism and empathy.
Join local Facebook groups and communities related to health and wellness or your specific geographic area. Engage in conversations, offer helpful advice, and subtly promote your dental practice when relevant (just don’t be pushy or overly promotional). Being an active and helpful member of these communities can boost your practice’s visibility and reputation.
Use popular hashtags to maximize your content’s reach, as well. On platforms like Instagram and TikTok, geo-specific hashtags like #raleigh, #detroit, or #denver can help position your content in front of the right potential patients for your practice. Just don’t go overboard — too many hashtags can be tacky and a turn-off for avid social media users.
7. Collaborate with Local Influencers
You don’t need to break the bank on celebrity endorsements — we’re not talking about Kim Kardashian here. Instead, identify local influencers or micro-influencers in your area who align with your practice’s values and target audience. These could be fitness enthusiasts, beauty bloggers, or local foodies who have a significant following on TikTok, Instagram, Facebook, YouTube, etc. They could also be respected and popular local businesses that your practice supports or even referring providers that you work with frequently.
Reach out to them and propose collaborations — you never know what you might make happen. Offer dental services like free whitening in exchange for them promoting your practice to their followers. This can be a cost-effective way to tap into a larger audience, as their followers are more likely to trust recommendations from local influencers.
8. Promote Your Social Profiles in Your Office
Don’t overlook the power of promoting your social media profiles in your physical office space. Display signage and posters with easy-to-use QR codes encouraging patients to connect with you on Facebook, Instagram, Tiktok, and other platforms. Train your staff to mention your profiles during appointments and remind patients that you are active on them.
You might even consider offering incentives, such as discounts or freebies, to patients who check-in or like your page while at your office.
9. Running a Follower-Building Ad Campaign
If you do have a small budget for advertising, consider running a follower-building ad campaign on Facebook, Instagram, or TikTok. Here’s how to get started:
- Set Your Objectives: When creating an ad campaign, choose the “Engagement” or “Followers” objective. This will help you reach users who are more likely to like and follow your page.
- Define Your Audience: Narrow down your target audience based on location, age, interests, and behaviors. Focus on reaching people who are most likely to be interested in dental services in your area.
- Create Engaging Ad Content: Design eye-catching visuals and write compelling ad copy. Make it clear why users should follow your page and what value they’ll get from doing so.
- Set Your Budget: Start with a modest budget that you can comfortably afford. Most social media platforms allow you to set a daily or lifetime budget for your campaign.
- Monitor and Optimize: Keep a close eye on the performance of your ad campaign. Adjust your targeting, ad content, and budget based on the results you see. Meta (Facebook and Instagram) and TikTok ad managers provide valuable insights to help you make informed decisions.
You don’t need to spend a fortune. You’d be surprised how many followers just $50-100 per week can get your practice.
Getting Followers for Your Dental Practice: The Bottom Line
Building a strong Facebook following for your dental practice is achievable, even on a limited budget. By consistently delivering valuable content, engaging with your community, leveraging user-generated content, collaborating with local influencers, and promoting your Facebook Page in your physical office, you can expand your online presence and connect with potential patients. Don’t forget to consider running follower-building ad campaigns when you have the budget to do so. With patience and dedication, your social media can become a valuable tool for growing your dental practice’s reach and reputation. Happy posting!
Want help? At DentalScapes, we create, manage, and optimize high-performing social media campaigns for dentists designed to keep your practice top-of-mind and engage new and existing patients alike. For a free, no-obligation strategy call, please schedule a time that’s most convenient. We’d love to help however we can!