Dental social media
A 5 Question Filter for Your Dental Marketing Content (Including Social Media)
You receive a marketing piece via mail…and Wow! Or you log onto a website and the embedded flash reminds you of a Vegas show. My first, fleeting thought is – “Someone dropped some cash on that…!”
Hold that thought…because there’s a deeper question that begs answering. And it’s a question that the ever-changing marketing landscape asks with the persistence of a 5 year old on a vacation road-trip – “Are we there yet…Are we there yet…!”
Here’s the question: “Would I do business with them because the promotion was pure eye-candy or because it engaged me?”
Engagement matters! And that’s why social media rocks the establishment today and will continue doing so.
It’s creating entirely fresh ways of measuring whether your dental marketing and dental copywriting is hitting its intended target. And it further challenges you to be all the more intentional with your marketing.
Marketing content that’s attractive and marketing content that attracts are two different things.
These 5 questions from an article on eMarketer.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 highlighting the deeper benefits of your dental services more than your competitors do. Remember many companies are content to stick with the surface, feature-fluff while ignoring the real solutions their products and services deliver.
Answer the question – what makes us uniquely capable of meeting that client’s need? Steer your content in that direction.
2—“Is the content useful?”
Make your marketing message actionable. When a prospective dental industry client reads one of your Twitter or Facebook feeds are they persuaded to take action? That action could be as simple as clicking a link to a blog post or taking advantage of your clearly stated promotion by surfing over to your website.
Ask them to do something through actionable content. “Useful” content addresses your prospect’s needs…desires…lifestyle. For example, your ad for an orthodontic product or service should tap into their emotions more than it spotlights the latest…greatest technology!
Measure by usefulness!
3—“Is the content well-executed?”
Twitter works as social media platform mainly because of its 140 character limit. It forces tight, sharp, to-the-point content. 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 business? Social media helps you say it clearly.
4—“Is the content fun?”
Twitter earned a shout-out in the previous point. Facebook gets its turn in the spotlight now. As a social media platform, a Facebook page helps keep content fun. Photos and comments from a company gathering, an outing, or a client success story keep the fun-factor alive. And don’t forget the “places” feature. It adds value if you’re a location based business such as a dental practice.
The new Facebook video chat feature rolling out as we speak will add another layer of connective-engagement. Go face to face via the Skype-based tool with a potential or current client states or a continent away!
Make sure your content puts a smile on the faces of those you do business with. It’s contagious!
5—“Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?”
Again, this is about “execution.”. It’s vital to fully maximize your marketing “channels.” And knowing which to use is as important as how they’re used.
Begin now to run all your marketing content – especially social media – through this 5-Question Filter.
How to Declare Your Independence & Market Your Services More Profitably
Some post-Independence Day reflection has me thinking about the value of the holiday – given what it represents.
We celebrate with fireworks, grilling some form of meat, sipping a cold beverage, hanging-out with friends and family. And we remember – at the “twilight’s last gleaming”…as a celebratory burst of fireworks explodes overhead – to reflect on what it means to be American.
Sweet freedom!
Think about it – you and I have freedom. The undeniable freedom to live, earn, and prosper in this great country!
Declare Your Independence
In the dental business, as in any business, true freedom is knowing what makes your products/services unique. Your USP (Unique Selling Proposition) gives you the confidence to stand independently among your competition.
How uniquely independent is the copywriting that promotes your dental services and products? Have you established your independence in the dental industry marketplace with outstanding copywriting?
3 Steps to Declaring Your Independence from Your Competitors
In the spirit of independence and all things freedom, consider your dental business growth in the first half of this year. It is, after all, July. You’re halfway through the calendar and either celebrating the profits to date or evaluating how you can emerge profitable at the end of the two remaining quarters come December.
Before you think “Jingle Bells” and mistletoe (that’ll be here soon enough) let’s do some mid-year evaluation of your marketing resources in the shadow of the the recent July 4th holiday and the ole’ “red, white, & blue.”
Exercise some freedom of thought by applying the following steps to your marketing content.
Read…Write &…Renew… (think red, white, & blue)
**Read**
Reading your dental marketing copy with fresh eyes could be the key to increasing your second-half profits. Begin to read your promotions with a more critical eye.
Start right now! Pull up your current promotion. Scroll over to your website. Check out your latest blog post, tweet on Twitter, or Facebook page post.
Does each uniquely declare your dental market independence? Do the words suggest that you’re offering something different than every other solution currently available?
Often a business relies on outdated, over-done, over-written copy and expects it to work its magic on prospects and clients. Is it?
Eye the promotions that arrive in your email in-box and your postal mail. Which ones get your attention? What is it about the content that draws you in, inviting you to read further?
Compare it to your A-Level marketing piece. Differences?
**Write**
The keywords and concepts you glean from the vast amount of copywriting you receive via postal mail and email might be good-as-gold to your business.
It’s been my practice to read a market proven promotion such as a direct-mail or online sales letter (I’ve got files and book full of them). Typically I’ll read the same one over and over again for a period of days during a given week. Then I’ll hand write a large portion of the copy word for word on a blank sheet of paper.
This discipline – rote as it may seem – ingrains key concepts and copywriting strategies in my mind (like hitting golf balls on the range…taking batting practice…shooting free-throw after free-throw). Perhaps you’re thinking that’s too much work (but remember this is my chosen field).
The principle holds – establish your dental market uniqueness and independence by schooling yourself in what’s working (and not working) in your industry niche. It serves the process to *write* down what you like about the copy, keywords, how they’re used, etc.
Read…Write…and
**Renew**
Halfway through the year is a great time to renew your dental marketing resources. What profits are you leaving-off-the-table as result of ineffective promotions?
Test a new sales letter, a fresh product case study, an email promotion, your web page copy, etc. against your current ones. You’ll never know if what you’ve been mailing, sending-out, or posting on your website could be improved until you test it. When sales increase (or decrease) you’ll know your renewal efforts and/or costs were or will be worth it.
Apply these simple steps to your business promotions. Declare your independence from your competitors.
That’s the kind of freedom you can take-to-the-bank.
Vintage Copywriting: How to Re-Purpose Your Dental Marketing Content
In my mid teen years my Dad bought an older house to salvage the lumber, brick, and stone for use to remodel our new home addition. I remember, as we speak, pulling what seemed like millions of nails from the lumber that would be re-nailed into flooring, wall studs, etc. in our new house.
The occasional reflection reveals not only my dad’s innate resourcefulness but also his wisdom. Nothing against buying or selling new. But sometimes the ever-popular and now trendy vintage approach works too!
From jeans to cars to jewelry and (in our case) home building/remodeling – vintage is cool! And the cooler thing about vintage: something always will be (think about it).
My dad’s vintage-housebuilding-resourcefulness got me to thinking about copywriting and marketing content. There could be vintage value going unused in your dental product and dental service promotions.
Here’s a few how-to insights to recover and reuse some of your dental copywriting and dental marketing content:
>Deconstruct your testimonials.
Survey quotes and satisfied customer/patient testimonials work.They’re a way for prospects, leads, and potential clients to “kick-the-tires” – so to speak- without a commitment.
Try deconstructing a few of your recent, best testimonials and reconstruct them as a case study. A case study takes the client’s experience up-a-notch by showing how your product/service solved a problem.
Julie Borgini, a copywriting colleague in the software and high-tech industry says, “Case studies are short articles that describe how companies solved a challenge with a product or service. It’s a simple and effective way to talk about your company and its services, and how they apply in a concrete way to potential clients. Think of them as a before & after picture of a situation your company faced.”
>Recycle blog content.
If you blog about your services (and I highly recommend you do) you’re sitting on a gold-mine of recycle-able content. A simple blog post can be re-purposed as an e-newsletter article, one among several chapters in a special-report you offer free to your client list, or social media posts you link back to via Twitter or your Facebook page.
>Renew web page content.
Your existing web pages may need the demolition crew…but maybe not! Consider a site-audit first!
A website audit can determine if your keywords and SEO (Search Engine Optimization) are up to speed. You’re leaving profit on-the-table if you built a website with the latest flash technology and graphics thinking that’s the answer to increasing site traffic.
You’ll be amazed at the simple tweaks a site audit will provide. And once those few edits are implemented you’ll be equally astounded at the increase in traffic and Google ranking potential.
Sometimes a little sweat-equity uncovers some still usable resources.
And another thing…the older I get the wiser my Dad becomes. Thanks Dad for a memory and lesson I’m bound to get more mileage from.
3 Ways to Sharpen Your Social Media Mindset as a Dental Business
“All businesses are being forced to go social.” That’s according to Michael Brito.
Maybe you’ve been waiting to see if all the buzz about having a blog, a Facebook page or a Twitter account is just another passing trend. Delaying or avoiding social media altogether may have been the general mindset a few months ago but no longer.
And while the talk (for businesses) about social media engagement surrounds marketing, it’s important to know there’s more to it.
Brito says that most brands get it. And he observes that most brands are doing a really good job listening to their customers through social media channels (Facebook, Twitter, Blog, etc.).
So, being a copywriter in the dental industry and one who happens to be a social media convert and consultant I must ask – why wait to dive into social media? Or, if you’ve been dabbling, why not ratchet it up?
3 ways to ratchet-up your mindset and use of social media as a dental industry business:
1) Join the “evolution.”
The days of solely marketing your products and services via direct mail (I said solely so), a competitive postcard mailer, a Yellow Pages ad, and if budgets allow, a radio or TV spot are diminishing. Why would you exclusively limit yourself to these marketing approaches?
Use them. But consider how much more effective and inexpensive (in many cases free) it is to engage your clientele through social media. After all, they’re using it. And could be wondering about your absence.
Brito says, “…organizations are evolving from businesses that merely engage in social behavior into social businesses. There’s a huge difference.”
2) Maximize the “social pillars.”
“Social business is built on three pillars – people, governance, and technology,” according to Brito. And the principles apply to any size organization.
Social media helps eliminate barriers. It especially deals with how we communicate our opinions and feelings about brands.
Imagine how your product and service equity will increase when clients communicate their satisfaction via social media. And they can do it in-the-moment…in real-time! Think less survey forms or ad naseum “how-did-we-do-today?” questions upon check-out.
Equally social businesses are held accountable for their quality (or lack of it) too. You don’t want a viral surge of negative influence about how your company or practice dropped the ball when it came to customer service, etc.
The technology is there and improving as we speak. Already, businesses are seeing the value of QR coding (more on that in future posts), location based social media tools like Foursquare, Gowalla, Facebook places, etc.
You can virtually run your marketing from a single laptop or even a smartphone (remotely). And monitor the feedback instantly.
3) Welcome the conversation.
A 2009 study revealed that 85% of Americans using social media think companies should have an active presence in the social media universe.
And according to Brito, “Out of the 85% of people who want companies to be present in social media (get this):
>34% want companies to actively interact with them
>51% want companies to interact with them as needed or by request
>8% think companies should only be passively involved on social media
>7% think companies should not be involved at all.”
No more waffling or dabbling! Social media is here and your prospects and clientele are ready to keep the conversation going.