The future of dental marketing is not in letterbox drops, or newspaper ads, or even radio or television. If you want to succeed, you need to be where the eyes of your potential customers are, and right now that is on social media. Facebook ads are THE holy grail of online marketing.
Facebook has an incredible amount of data on each of us – through the things we tell it directly (like announcing the birth of your child, ‘liking’ posts on the Sydney Swans, entering your age and where you live) and indirectly through your offline behaviour (such as data from NAB credit card and Woolworths reward card transactions). The ability to target certain people with advertising, and exclude others, is quite simply, amazing.
Why spend time and money on traditional advertising when you can market your services on Facebook with a VERY tailored ad campaign such as, teeth whitening for females aged between 25 – 50 years old, earning over $80,000 per year, within 15km of your practice, and who have an interest in health and beauty.
Facebook ads are key. They are powerful, they have laser-sharp targeting abilities, and they are still relatively inexpensive. They can bring great results for very little spend, if, and only if, you get it right.
Facebook advertising makes sense, so you might ask ‘why isn’t everyone doing it?’
There are a couple of good reasons. There is ‘doing’ social media, and there is doing it ‘well’. To get the most out of Facebook advertising, there’s a few things you really need to know.
Facebook is busy
These days on Facebook, just 2% (on average) of the people who ‘like’ your page actually see your content. Why?
Facebook has become VERY busy. There is 150,000 + pieces of information waiting to be shown to you every single time you open your Facebook app.
Receiving all of it would be overwhelming, so Facebook has come up with a way of showing you just the content that it thinks you, and your customers will be interested in.
There is SO much content out there that NEVER EVER makes it to your newsfeed. Which now means that in order for your business to get in front of more people on Facebook these days, you will need to pay.
That also means it is very important to put a solid effort into the content that you produce. Good content is rewarded and bad content is penalised. Great original content attracts engagement and appears more often on Facebook newsfeeds.
It is incredibly important to make sure that the content you put on any of your social media platforms is high quality.
Advertising on Facebook is still the best deal going in digital marketing at this present time. However, it won’t stay like this forever.
Facebook ads will become increasingly popular, and the price will rise accordingly. A lot of businesses are still yet to jump on the Facebook advertising bandwagon, so supply still exceeds available demand and the cost is relatively low.
This will change over the next 12 months as big business starts to invest more of their marketing dollars in Facebook Ads.
Our advice is ‘get in now’.
Please take note that all of this comes with one very BIG caveat.
Before you even think about your ad images, your landing page design, or how to up-sell people into an appointment, you need to get the basics right.
There’s nothing sexy about “the basics”, but building the right foundation is the most important thing you can do to be successful with your Facebook ads.
This is where an important anacronym comes in. Meet TOM.
When it comes to Facebook advertising, TOM should become your new best friend.
TOM stands for TARGET, OFFER, and MESSAGE.
To have success in Facebook ads, you must nail ALL THREE of these.
If TOM isn’t quite right, your Facebook ad campaign will fail.
You can have the most brilliant dental clinic on the planet, a vibrant personality, and the best creative design on the internet, but successful Facebook advertising completely hinges on doing TOM justice.
If your current campaign isn’t getting results — or if you’re about to start building your first campaign — the very first thing you need to do is look at these essentials.
Let’s look at each one.
TARGET – who we are going after?
Know your target market, we cannot stress the importance of this point enough. Without having an in-depth understanding of your target market, you won’t be able to nail relevant content.
In Australia, 96% of people have a Facebook account (Sensis report 2017). That’s pretty amazing considering just over 10 years ago Facebook didn’t even EXIST.
However its not possible to appeal to EVERYONE in that 96%.
If you don’t know who you’re talking to and tailoring your content to the right person, you are not going to win on social media.
You need a really good foundational understanding of who you are trying to reach.
Develop a picture of your ideal customer avatar and this will really help you when you are creating targeted, relevant and engaging content.
Who is your perfect client? Their age, their sex, their interests, their geographic location, their financial means, everything you can identify about them. What makes them tick? What do they like, what don’t they like? Where are they hanging out? How can you help them?
And if you want to go even deeper, what is their pain-point? What frustrations are they experiencing, what do they fear, what do they want, what are their future aspirations?
You then have the opportunity to connect and provide them with the solution.
OFFER – what we can do for them?
You must have an offer that people want – before you spend a cent. No Facebook advertising even has a chance of working if you don’t have a compelling offer that people are interested in.
How do you choose the right offer?
You need to strike a nerve with your target that gets them to take action. You don’t need to solve all their problems but you do need to tap in on the part of the brain that makes decisions – and that is also the part that is responsible for our emotions.
Simply put, emotions lead to action.
MESSAGE— how can we articulate it?
So, you have a target and an offer. TARGET is the person, OFFER is what you can help them do.
Now you need a MESSAGE. The MESSAGE must be articulated so that your target can identify with it.
The key is to ask, “How would they say it?” Try to put it in your target’s words, and use their kind of language as much as possible. And keep it simple – and compelling.
Remember Facebook LOVES video and Mark Zuckerberg himself has said that Facebook with be entirely video in 5 years. So it is also time to think about getting comfortable in front of the camera!
We know it’s a little bit scary
Running a Facebook ad campaign can be scary. It’s easy to get swept up in what other dentists might be doing.
But other dentists aren’t your biggest competition when running Facebook ads.
In reality, 20% of your target market will buy from either you or your competition. The other 80% will do absolutely nothing!
Your biggest competition is apathy. That is why you must be absolutely compelling – and you have to nail TOM.
You want your customer to feel confident and compelled to act and to shake that apathy out of their system.
Social media is a marathon, not a sprint. People won’t always buy on their first interaction with you. It takes time and patience – sometimes they need to see your ad in their newsfeed several times.
Keep chipping away and keep providing great value and great content, and in time the results will come.
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
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.