It’s more than a game. At least, that’s how I feel when playing “Go-Fish” with our six year old grandson.
Your dental marketing is more about strategy. How you apply a certain type of strategic skill these days can improve your outcomes.
“Go-Fish” is a simple children’s card game. It’s mostly about matching cute, aquatic characters or associated numbers from the card faces you’re dealt.
There’s nothing really complicated about it. The strategy involves your powers of observation.
Listen and learn mindset
It’s common to make assumptions when you market your dental services. For example, observe much of today’s dental practice marketing promotions and what do you hear?
Smile this, smile that, right? Sure, smiles reveal healthy teeth – that’s the core of dentistry.
Is there more? Yes, there are many deeper benefits provided by dentistry.
Strategically speaking it’s to your advantage to dive-deeper into the longings, desires, needs, hungers, you name it of your patients or clients. This is the essence of strategic observation.
3 Strategic Skills That Tap Into the Deeper Needs of Your Dental Marketing Audience
1-Listen to conversations via social media.
Communication has changed. And depending on your experience or perspective, you would have to agree that in many ways it’s improved.
Mostly the speed and access to communication has shifted dramatically. Data driven conversations (text, social media, direct messages, etc.) are somewhat more common than audible (voice) driven conversations.
This reality impacts how people are accustomed to receiving information. And you must adapt your marketing to connect.
I was recently asked via Twitter (more on that in a moment) about “the listening tools” I use. My reply was somewhat reflexive – “social media,” specifically Twitter.
People use social media to talk, chat, share, boast, sell, market, disagree, promote, preach, pundit, push, encourage, shout-out, support…you get the picture.
Between the lines of all the data driven dialog are needs, desires, frustrations, pains, likes, goals, etc. And the more industry or niche oriented your channels are the more you’ll discover that’s useful for creating compelling content.
- Establish social media connections via Twitter, Facebook, or wherever your “audience” hangs-out. Twitter and Facebook are tops. Sign up (if you’re not already).
- Get acquainted with the channel. For example, Twitter is great for following trends, sharing content, and engaging in quick conversation around content and shared interests.
- Be consistent as you can be. Monitor your social channels regularly. Respond to other’s engagement as quickly as you can. This reveals that you’re listening.
2-Leverage trends by tuning into podcasts, Periscope broadcasts, blogs, webinars, online courses, etc.
Today’s educational output flows from informed authorities across every business niche. You can subscribe to a particular podcast or follow someone’s Periscope and gain loads of insight into what’s current.
- Scan what your industry leaders are talking about, listening to, and sharing. Sign up and follow their informational streams.
- Schedule time daily or at least weekly to catch up on the valuable information you’ve subscribed to or are aware of.
- Curate the content and leverage it into useful resources for your growing “audience.” There are transferable principles across every knowledge base. Explore, find, and share them.
3-Lean into “influencers.”
What’s more important than following your industry leaders? Following their leaders!
Leaning into the crowd exposes you to the person, people, idea, or information at the center of the conversation. Lean in to gain all you can.
Again, physical presence isn’t always necessary, especially in this age of access. I have tons of virtual mentors/influencers that stoke my thinking consistently.
- Use social media to get acquainted with influential industry leaders. Follow, share, and curate what they’re talking about.
- Take a risk and reach out. An authentic, brief comment on a podcast rating or a direct message on Twitter or Facebook could open a door to a new relationship.
- Be grateful for what you gain. Say thanks by sharing their content or referring their services/expertise.
Being more strategic can match you with beneficial outcomes. Otherwise, all I can say is “go-fish!”
