Are you wondering if social media marketing is worthwhile? The issue in questioning social media’s value often comes down to expectations. In conferences, Facebook groups and various forums, I’ve heard many doctors and teams say they love Facebook and have found it a great way to reach new patients.
On the other hand, I’ve spoken with some doctors who ask, “How soon can I expect x number of patients from my social media efforts?” While that’s a valid question, we need to consider expectations and related strategies. And this is why I love this graphic illustration, called Buyers Decision Process (credit Drew Williams and Hubspot).
What some doctors expect is the straight line diagram’s results. They hope to implement social media plans and immediately receive results. Except, in some cases, these practices are implementing strategies better suited for the squiggly-line scenario …
You see, social strategies that cater to the squiggly-line “What it really looks like” scenario employ strategies that—for example—show a practice’s human side, grow relationships and increase visibility. These organic strategies take time. Relationships don’t grow overnight and neither do the squiggly-lined decisions or results.
Strategies that are capable of delivering speedy results for the straight line “What we expect” scenario, are advertising based. These are valid and can be realistic expectations, however you must be prepared to invest in a well planned advertising strategy.
Advertising strategies in social media are capable of meeting clear objectives. Below are several sample measurable objectives you could set out to achieve:
Objective #1: Increase website traffic. Measure by web analytics data.
Objective #2: Promote specific services. Measure by booked services.
Objective #3: Expand post visibility. Measure by Facebook Insight data.
The good news is you can create a strategy that combines both advertising and relationship aspects. Your budget, resources, interests, and practice goals can help you determine which path or combination is best for you.
I hope this helps bring clarity to the different marketing methods social media accommodates. And I hope you are beginning to see how objectives and expectations can either disappoint or encourage you. If not, then it may be time to have the “It’s not you, it’s me” conversation with your social strategy
Has your Facebook feed lost its appeal? Feeling like your Twitter isn’t interesting anymore? Wondering how you’ll ever keep up with Google Plus? Here are a few tips to help keep your personal and practice social media flame alive: How to Avoid Social Media Burnout
Many practices have implemented an internal social media manager. For those who haven’t, most work with a social media marketing provider. In other words, those practices have hired someone to manage their social media for them. In some cases the doctor or team may not understand social media, have no time to manage it, orContinue Reading
Hot off the press! SEO, Social Media & PR – how they all fit together to make you look amazing online, and get you new patients … The Progressive Dentist Magazine Article
The role of social media manager is fast becoming a practice standard. Is your practice positioned to succeed? As social media becomes more accepted as a long term communication tool—not just a short term marketing tactic, many practices are implementing internal community managers. Many of you have requested examples of social media management competencies andContinue Reading
As social media use in dentistry evolves, questions, quandaries, and unfortunately legal risks grow too. I recently had the pleasure of presenting alongside the brilliant Dr. Michael R. Ragan, D.M.D, J.D., LLM, attorney and dentist. Dr. Ragan presented on legal considerations in social media and I presented on social media marketing. Below is my interpretationContinue Reading
“Opportunity is missed by most people because it is dressed in overalls and looks like work.” – Thomas A. Edison How can practices get TONS of reviews and word of mouth with a click of a button? If this technological solution existed, the inventor would be rich and maybe even famous. It’s not just dentalContinue Reading
What makes blog and social media content good? As a consultant or thought leader, how do you judge whether your blogs, tweets and posts are worthy and valuable? There may be a lot of different answers to those questions. However what I see time and again is the magic behind being real. Completely and utterlyContinue Reading
Social media continues to evolve. The marketplace has gotten more crowded. There are more moms than teens on Facebook, and what worked last year is as outdated as sour milk. Below are 5 things you need to stop doing with your social media—right now. 1) Stop auto-tweeting your Facebook posts. No one wants to seeContinue Reading
1) Total outsourcing – I talk with doctors on a regular basis who are frustrated or feel burned. They tell me they’ve paid for subscription social media services for months, sometimes years, without understanding what they’ve paid for. Worse, when they finally review their social media communities they find their content (Facebook posts, tweets, etc.)Continue Reading
Slider by webdesign