If you’ve received a marketing piece in the mail you’ve probably, on occasion, commented, “Wow! Someone spent some money on that!” Next time ask a deeper (and better) question – would I do business with them because the mailer was pure eye-candy or because it engaged me?
Engagement matters! And that’s why your marketing content – including social media – must connect on an emotional level.
How do you measure if your dental marketing content is hitting the target?
It’s one thing to create an attractive marketing piece. And it’s something entirely different (and altogether better) to create marketing content that’s attracting your audience.
These 5 questions from an article on e-marketer.com provide an important measure for creating marketing content that attracts (not just attractive content):
1—“Is the content unique?”
Don’t confuse “unique” with out-of-the-box! Be unique by giving your dental patients and prospects deeper benefits than your competitors. Answer the question – what makes us uniquely capable of meeting a specific need? Steer your content in that direction.
2—“Is the content useful?”
Your marketing messages must be actionable. When a prospective dental industry clients reads one of your Twitter or Facebook feeds are they persuaded to take action? When they surf your web content are there benefit-rich calls to action?
“Useful” content addresses your dental client’s (and their market’s) needs…desires…lifestyle. For example, your ad for an orthodontic product must tap into those emotions more than it merely spotlights the latest…greatest technology!
Measure by usefulness!
3—“Is the content well-executed?”
One of the reasons Twitter works as a social media platform is its 140 character limit. You’re forced to execute content that’s tight…sharp…to the point! Say what you will about our culture of social media sound-bytes – it’s actually helping us cut through the clutter and just say it!
What’s the message of the moment for your dental marketing approaches? Are you reducing the clutter to one, precise, big-idea selling point?
4—“Is the content fun?”
Twitter earned a shout-out in the previous point. Now it’s Facebook’s turn because this social media platform helps keep content flavored with a bit of fun. Photos and comments from a corporate party, an outing, or a client/patient success story keep the fun-factor alive. And “fun” connects!
Whether using social media or other marketing platforms, make sure your content puts an occasional smile on your prospect’s faces. It’s contagious!
5—“Does the content make good use of the channel in which it appears (e.g., social, mobile, video, web, print, email, etc.)?”
Again, speaking of “execution” – it’s vital to fully maximize your marketing “channels.” And knowing which to use is as important as how they’re used.
“Ask yourself this critical question: Besides your product (dental service), what can you do for the consumer (dental service provider or patient)?”