In recent years, online marketing has evolved, tremendously. Social media is the driving force behind this rising phenomena. The leader above them all is Facebook. With over 1.59 billion users, Facebook covers the single largest blend of demographics; more than, any other social media platform. Furthermore, over 2 billion users are expected to be the number by the end of 2018.
Let’s face it; a practice cannot be very successful without its patients. Adding new people to your existing customer database is extremely important.
Conventional methods of marketing will involve the virtual laying of a pipeline.
What is a pipeline?
Simply stated, a pipeline is a network funnelling in patients. Having tons of ‘irons in the fire’ should be the best way to go, right? Wrong. Contrary to popular belief, it is not the amount of pipes you funnel, but the quality of the pipe that matters.
Imagine your pipeline, as a bridge across a vast amount of water. Strength occurs underneath the bridge. This is its main support.
You are in need of a main support. For you, however, this is achieved through gaining a single pipe made from the highest quality. After you have your high-quality pipe in place; then, you can add more pipes to your network. In essence, this building method gives you the biggest and strongest bridge around.
Facebook ads are very powerful. When used effectively, Facebook ads are more than a means for advertising. These ads are your main pipe; strength to build your bridge. In return, a great ad campaign delivers successful patient leads.
Maybe, in the past, you attempted to run some Facebook ads. Maybe, your ad-campaign failed. This implies a minimal scratching of the surface, per se. Just as there can be growing pains in human growth; there are, also, growing pains in learning how to successfully utilise Facebook ads.
The way you build your foundation is what matters.
The way you build your foundation is what matters. A strong foundation will support a sky rise. A weak foundation will crumble with little-to-no weight stress at all. The difference, between a bad foundation and a good one, is the importance placed upon the basic details.
The secrets to success always lie in the details.
Who is the audience we need to reach with our practice marketing? In your case, you need to reach patients interested in obtaining services from a dentist or orthodontist.
One of the key advantages in Facebook ads is the ability to get highly-focused results. The means is there to focus in on a specific audience and be quite inventive in the process.
The ad manager in Facebook allows us to narrow down and control the advertising for our specific target audience. There are four areas of concern we need to address: frustrations, fears, wants, and aspirations.
- Frustrations – What do your patients fear, and what do they wish to move away from?
- Fears – What fears do your patients believe will happen in the future?
- Wants – What do your patients want to happen in the here-and-now?
- Aspirations – What are your patient’s hopes for their own future?
Understanding your patients is the basic material to build your pipe with. If you understand what it is they desire right now; then, you have an opportunity to offer them the services they seek.
You are not attempting to solve your potential patient’s problems all at once. But you do try to accomplish a call-to-action from their end. With the right call, your potential patients will head into the pipe you have laid. While traversing through the pipe, they can learn more about other services and offers you have; which can help solve some of their other problems.
You want to close the distance between your potential patients and you; offer them answers to their fears. People have a tendency to act or react with emotion. This emotional response is a natural occurrence.
Attack the irrational fears, first. Point-in-case: Consider how a lot of people are afraid of a dentist’s drill. What can you offer that will alleviate this fear? The price of an office visit might be another.
Your offer is very simple: It is a solution to handle your patient’s fears, and move them towards where they want to be.
Articulation is the key difference between a bad message and a great one.
Consider this statement: “Our high-powered dentist drills are amazing!”
As true as that statement may be, this is not ideal for advertising strategy. Alleviate your patient’s fears, don’t add to them.
This statement is much more appealing and calming: “Gentle care…our promise.”
Talk to your potential patients. Treat your conversation, as though you are talking to a family member. Remember, you are the answer and solution to alleviate irrational fears.
Desire is the other point of interest. What do your patients desire? It is obvious your patients would not be interested in how great your high-powered drills are. Finding out what their desires are can be a bit more complex, but not impossible.
Desire is a longing for an outcome. So, what do your patients long for? A beautiful smile comes to mind. Greater self-confidence is another one that comes to mind. Overall, your message should convey the ability to fulfil your patient’s desires.
Facebook ads hand the power to you. The ability to reach a targeted audience, specific to your needs, is in your hands. Factually speaking, only 20% of the targeted audience will respond. The other 80% will do nothing. Moreover, out of that 20% who will act, some of those will go to your competitors.
Advertising in an online market is an open array of possibilities. Using the right tools for any job is a key to success. With Facebook ads, not only do you have the right tool, but you have a tool which unlocks the largest social media site in the world.
Not everyone is adept at online marketing. Even tougher, out of those who are good at online marketing, some may not be the right choice to help you with your Facebook advertising needs. In fact, it takes experience to become great at using Facebook ads. We have those skills.
Your team of practice marketers are here for you. They are here to help hammer out the details; moving you into the realm of masterful marketing. Utilise our team, and take full advantage of online marketing using Facebook advertising.
Like you, we take pride in what we do. We enjoy our work. There is nothing quite like seeing that smile when a practice owner is satisfied.
P.S. when you’re ready, here are 4 ways I can help you grow your dental practice:
1. Grab a free copy of our latest practice case study
It’s the exact strategies we used to help a local dentist get more patients and grow from 1 to 3 dental chairs in under 6 months. Click Here
2. Join The Dental Collective and connect with dentists trying to grow too
it’s our new Facebook community where smart dentists can connect and share on the way to getting more patients, income and independence. Click Here
3. Register for our next live webinar
Join us for a pitch free private training and learn how to attract and retain high-value repeat patients, increase annual revenue and live a freer, happier life than ever before. Click Here
4. Have me and my team work with you privately
If you would like to work with our team to devise and implement your growth strategy and go from struggling to booking, just reply to this message, put “Private” in the subject line, and tell a little about your business and what you’d like t work on, and I’ll get you the details.