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Before starting a Facebook page or trying out a new marketing tactic just because somebody said, “You should be on social media,” consider these five marketing strategies and their benefits. Then choose the combination that fits your practice best.
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Facebook — Chances are, you’re already familiar with Facebook and have a general grasp on how it can benefit your business. Facebook enables businesses to build a community and turn the most loyal members of that community into customers. For orthodontic practices, a Facebook page is a free, simple way to build an online presence. Continually educate and engage customers with infographics and other materials. What makes you stand out from your competitors? Do your patients know the importance of flossing between braces? In addition to being easy to create, a Facebook page for business is simple to maintain as long as you are committed to updating your page with statuses, contests, and other interactive posts at least a few times a week.
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Twitter — Like Facebook, Twitter is a free way to keep conversations with customers going and earn the attention of new customers. The social network has grown to host more than 215 million active users, and if utilized properly, can have major reach to new customers who are searching for a reliable and well-liked orthodontist. Twitter is also a great way to build brand loyalty with your current set of customers if you actively write articles or blog posts.
Pinterest — You probably know orthodontia dates back to 1728, that an abnormal bite can lead to tooth decay and gum disease, and that one in four individuals wear braces as adults. If you didn’t, these are only some of the things you can learn on an infographic by Creekwood Orthodontics pinned onto a “Dental Infographics” board by Victory Dental. A popular dental clinic in Boise, Victory Dental has also pinned infographics for “How soda impacts your body,” information on dental implants, “8 myths and facts about root canals,” and the “5 biggest flossing mistakes.” Create interesting and informative visuals and host them on your website or company blog. Each click is traffic to your site and increased exposure for your practice.
Give fans something to talk about — People don’t generally take the time to talk (or write) about mediocre experiences — they share very positive or very negative experiences. Instead of only telling close friends and family members, social media gives them a microphone to share with a larger audience. By offering customers rewards for how long they’ve been a patient, referring a friend, or sending them a birthday card, you’re showing a personal interest in them as a patient. When you go above and beyond for patients, sometimes they’ll reward you with a tweet or status update as shown in this case study by IncentiveCardLab.com.
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Event marketing — Sometimes it takes face-to-face interaction to ensure future clientele are comfortable with your staff. By sponsoring events and creating a presence for yourself within your local community, you’ll build a recognized brand and name for your orthodontic practice. Consider sponsoring local charity fundraisers, or creating a booth at events in your town. Give away door prizes or play a game to see which of your attendees knows the most about oral health. It’s the perfect opportunity to generate leads. You might have a procedure they’ve never considered before.
There’s no cookie-cutter strategy for social media, but any industry can benefit from the right blend of social media and traditional incentives. Figure out the right combination for your orthodontic practice by testing the waters. Remember to value the customers you already have and reward them for their business — it’s just as important to keep tenured customers happy as it is to gain new customers.
Visa Incentive Card is issued by The Bancorp Bank pursuant to a license from Visa U.S.A. Inc. and may be used wherever Visa debit cards are accepted. The Bancorp Bank; Member FDIC.
David S. Jones currently serves as president and chief executive officer of Card Lab. His background has been primarily in the payments and electronic commerce industries in which he has more than 15 years of experience. Most recently, he served as vice president of corporate development at Fiserv, Inc., where he led payment strategy and payment related M&A while also holding responsibility for BillMatrix merger integration. Prior to BillMatrix and Fiserv, Mr. Jones served as Remittance Product Group head and vice president of payment strategy for JP Morgan Chase. Prior to joining Bank One/JP Morgan, he founded and served as executive vice president of Billserv, a leading electronic bill presentment and payment (EBPP) provider. He holds an executive MBA from the Cox School of Business at SMU.
