Why is social media marketing so important?

When it comes to managing dental practices, being active on social media is crucial. While getting likes and shares is important, it’s more about the long-term goals: building your brand, connecting with patients, and making sure they’re happy. 

Consider that over 302 million people in the United States actively engage in social media. This makes social platforms excellent avenues to reach and resonate with your audience directly. However, trying everything at once and seeing what sticks won’t suffice. Strategic management is key. 

In this article, we’ll explore simple dos and don’ts that will help you as a dental practice owner or practice manager use social media effectively. Whether your practice is on Facebook, Instagram, or Twitter, putting these tips into action will make a big difference in the level of engagement and success you see.

The Dos of Engaging Your Audience

1. Do create valuable content.

Deliver content that matters. Whether you’re sharing oral health tips, behind-the-scenes glimpses, or fun facts, they should clearly benefit your audience. Providing useful information builds trust, establishes expertise, and keeps your followers coming back for more. Great content examples include blog posts, easy-to-read infographics, and entertaining videos.

2. Do foster genuine interactions.

Be real and connect authentically. Respond to comments, ask questions, and show the human side of your practice. Genuine interactions create a sense of community, making patients feel heard and valued.

3. Do remain consistent.

Stay on your audience’s radar with a consistent posting schedule. Regular updates maintain visibility, help your practice stay top of mind, and ensure a steady flow of engagement. We recommend posting a blog to your website at least once per week (two times per week is even better). Then share those blog posts on your social media channels to drive more traffic to your site.

4. Do respond and engage.

Actively participate in the conversation. Respond promptly to comments and messages to demonstrate your practice’s attentiveness and commitment to patient satisfaction. Real discussions strengthen the bond between your practice and potential patients. Try to respond to all posts—positive, negative, or indifferent—within 48 hours.

5. Do use visual content.

Capture attention with visuals. Studies show that 34.3% of successful content marketers attribute 20%-50% of their strategy to visuals. The impact is undeniable: Visual content is 43% more persuasive than text alone. So make your dental practice stand out with captivating images and videos. They’re engaging additions that effectively attract and persuade your audience.

The Don’ts of Engaging Your Audience

1. Don’t overpromote your business.

Steer clear of bombarding your audience with constant self-promotion. While showcasing your dental practice is essential, an excess of promotional content can alienate followers. For example, sending multiple emails a week and targeting your patients on social media may feel excessive. 

Instead, strike a balance between sales posts and educational content. Focus on providing valuable information and engaging content with occasional promotions to keep your audience interested and invested.

2. Don’t get caught up in controversy.

When it comes to dental practice marketing, avoid venturing into controversial territory. Discussing divisive topics can alienate segments of your audience, potentially harming your practice’s reputation. Instead, focus on positive, informative, and inclusive content to maintain a welcoming and professional online presence.

3. Don’t neglect your audience.

Keeping up with the questions, interests, and preferences of your audience is key to keeping them around. Leaving comments and inquiries unaddressed, especially on a public platform, will make your practice seem impersonal. Similarly, taking over two days to respond can result in missed opportunities for building trust and patient relationships. Instead, tackle topics your ideal patients care about, addressing specific questions and encouraging a positive online community.

4. Don’t post sporadically.

Consistency is vital in social media engagement. An erratic posting schedule and inconsistent interactions can confuse your audience and lead to decreased engagement. Maintain a steady presence by posting regularly (once or twice a week is ideal), and engage consistently to keep your dental practice visible, reliable, and trustworthy.

5. Don’t neglect analytics.

Never underestimate the power of analytics in refining your social media strategy. Regularly analyze data and metrics to figure out what is resonating with your audience. Look specifically at engagement, conversion rate, bounce rate, impressions, and click-through rate.

This insight is invaluable for optimizing your content, improving engagement, and enhancing your overall dental practice marketing efforts. Regular monitoring allows you to shift your strategy as needed to keep it in line with your goals and your audience’s preferences.

Mastering social media engagement for dental practices. 

Applying the above dos and don’ts to your social media marketing strategy is important for success. The dos emphasize the importance of presenting potential patients with informative, enjoyable content in ways that build trust and encourage genuine engagement. Conversely, the don’ts caution against using your social accounts as promotion-only channels or digging into controversial topics. 

Once you find the content balance that works for your audience, track analytics closely so you know what’s working and can tailor your content plan accordingly. Start leveraging these insights today to elevate your social media game and start attracting new patients. And if you prefer not to navigate the intricacies of social media management alone, partner with Jameson Management & Marketing for expert guidance.