blogging
3 Ways to Increase Your Social Media Capital
Portions of this post – written by yours truly – were previously published on the Dentoola blog.
Trust rules. That’s why I’ve talked about it in a post or two.
It’s among the reasons you and I check our Twitter “Follows.” Making sure a “follower” is actually a trusted individual and not some “bot” with “size-matters” issues (follow/follower-list size, that is).
Trust Agents by Chris Brogan and Julien Smith affirms how essential trust is – not only in how we do business but how we engage on social media.
Social capital (the currency of web based influence as Brogan and Smith refer to it) is built over time. Like monetary capital, social capital can be spent quick and easy or increased day by day if not minute to minute. (Read Brogan’s and Smith’s book to get a useful scope about who a “trust agent” is and what they do.)
Recognize the value of social capital and trust if you’re going to succeed using social media as a dental marketing tool. Join the social media crowd – only – if you’re willing to be a trust-builder through consistent and relevant content.
3 ways to increase your social capital by becoming a trusted voice:
1) Listen
Tune into channels that have a voice in your industry and/or your niche. Sort, cull, and develop a “feed” list of those who seem to have their finger-on-the-pulse of what would benefit your “crowd.” (Use Google Reader, etc.)
Who is creating or repeating (retweeting, liking) relevant, useful dental industry content? And while you’re searching, become a voice by opening a channel.
Start listening with a blog page on your website. Then launch a Twitter account followed by a Facebook page.And if you’re a networking maven get LinkedIn.
2) Learn
Spend time on your industry’s blogs, Twitter, and Facebook pages (see 1-“Listen”). Learn what content others are sharing. Learn how they’re sharing it and how often they share (post) their content. Learn where they curate their content.
Sure, trust is earned. It’s also learned when you become a student of others who’ve paid-their-dues to earn it!
3) Leverage
Leverage your trust into social media capital. For example, consider how you built your dental practice. You’ve become a trusted source of patient care and treatment expertise overnight…right? Of course not.
How have you built your reputation in a specific dental industry niche? You deliver quality, useful products to a market segment on a platform of trust.
In principle, think of your social media presence in terms of how you’ve developed trust as a dental industry provider. You give excellent expertise consistently. And when people experience a dental issue who comes to mind? You, of course!
Why? They trust you!
Increase yours online as you become a trust agent – listen, learn, and leverage.
How to Make Your Dental Content “Sticky”
I walked across our kitchen floor a few days ago and experienced that somebody-spilled-something-sticky-feeling on the bottom of my bare feet. Ever done that?
That’s bad-sticky! But when we talk about sticky-content…that’s good-sticky!
Speaking of sticky – do you know the story of the Post-it® Note? You know, those little yellow notes we can’t live without!
The Post-it® Note was invented as a solution without a problem (yes, you read that right). It was created by Dr. Spencer Silver, who happened to develop a unique, re-positionable adhesive. But (at the time) the 3M scientist didn’t know what to do with his discovery. Six years later, one of Dr. Silver’s colleagues, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. And as they say – the rest is history.
Today, the Post-it® Brand boasts more than 4,000 unique products. It’s become one of the most well-known and beloved brands in the world.
Content Stick-ability!
Most content exists for a simple reason. Consider your products and services. Why do they exist? For what purpose were they created?
Whether it’s offline or online marketing content or social media content that links back to your website, a landing page, or a blog post – your content must be evaluated by a simple analytic!
Max Lincoln Schuster said, “Never forget that people never buy things or services…they buy solutions for their problems.”
Solutions…without problems
Back to the Post-it® Note story. Recall the subtle result of its invention – “The Post-it® Note was invented as a solution without a problem.”
Marketers, copywriters, content creators and curators, bloggers, social media writers and users must remember – not all that’s written or created solves something. And if that’s the case our content becomes just more “word-noise” in an increasingly noisy universe already overloaded with information!
I’m passionate…no, I’m OCD (with respect) about relevance. I have a background in church leadership and hours of writing and public speaking experience in that venue. I was driven then – and still am – (come “hell-or-high-water”) to find and provide practical…actionable principles in what is typically irrelevant to modern life and culture.
When problems and their solutions often elude the masses, why create something that’s irrelevant? It’s like the proverbial carrot-on-a-stick (available but out of reach) to our readers, clients, etc.
How to be a solution-source through creating “sticky” content.
>Listen
The phrase “you’re talking so much…I can’t hear what you’re saying,” applies. In today’s marketing-numb culture it’s profitable to listen. If you want the most ROI on your social media, online marketing, email promotions – whatever it is – develop a new bias…LISTEN!
Cup-your-ear to not only your customer feedback surveys but also your social channels. TweetDeck, HootSuite, News feeds, etc. can help you keep your-ear-to-the-groundswell of chatter about any industry niche – including your specific dental business niche.
Dental suppliers, dental manufacturers, dental practices, dental continuing education, dental publishers, dental marketers, and dental consultants are talking on social media. They’re promoting and they’re engaging there. Start listening.
>Leverage
Here’s where things can get sticky (in a good way). Content that’s sticky with problem-solving quality is your leverage point. If you’re listening to your industry and what they’re talking about – from patient to promotion – you’ll get a good idea about problems that need solving.
Become a problem-solving rock-star by using case studies, whitepapers and articles. Use some link-leverage by linking (more on that in a moment) back to blog posts via your various social media channels (Twitter, Facebook, Google+, LinkedIn, etc.).
You have more leverage (and the potential for it) than you think!
>Lift
Lift happens when you engage your “followers” and “friends” beyond the one-way conversation of content, content, content! And engagement happens when others retweet (RT) or mention your content to their “tribe” of followers and friends.
It’s called “social” media for a reason. Anti-“social” behavior gets sniffed out as fast as spam in your inbox!
Lift your stick-ability by lifting others and their content. Be generous with RT’s (retweets on Twitter), @mentions, #hashtags, #FollowFriday “love,” comments on blog posts and articles, “Likes” on Facebook pages, “Circle-friendly” behavior on Google+, and linking back to others’ (even competitor’s) quality content.
Let these tips “stick” as you’re creating problem-solving…solution-oriented content. Even better write them on a Post-it® Note and stick it…somewhere you’ll notice when creating content.
And if you want some help – contact me to create some stick-ability for you (I promise I won’t leave a sticky mess…like on my kitchen floor…oops, maybe that was my-bad!).
3 Blog Basics for Dental Industry Businesses & Service Providers
[Portions of this article – written by me – first appeared on the Dentoola Blog-01.11.2011]
Dental industry businesses and service providers that “get” social media will move ahead of the crowd. What’s a good first step?
Choices vary these days from Twitter, to Facebook, to LinkedIn, to Google+, YouTube and more. Try one or even better test-drive all. And while you’re at it remember a foundational essential – the blog!
“…blogging is an essential ingredient to any social media strategy.”
Amy Porterfield blogged that while confessing the common uncertainty of what to write about, when to post, how to grow subscribers, and how to keep them coming back for more. “If you’ve had any of these concerns you’re not alone!”
The dental industry as a whole can benefit from the social media marketing boom. And many are getting ahead as we speak!
Blogging is an essential entry-point strategy to get the wheels moving forward.
Let’s start with some blog basics.
1-Keep it simple
A blog isn’t a novel. There’s no real pressure to create a plot, back-story, or drama. It’s simply a place to engage, inform, and inspire (more on those in a moment).
Blog about your dental industry expertise. But don’t overwhelm your reader/subscriber with industry-speak. Remember the point is to engage (make friends) not impress or worse, alienate.
Start simple with your dental blog. Give readers and subscribers something to use. What do you know about them?
> Make a list of topics. What are your clients or patients concerned about? Read other industry blogs. Get a Twitter account and scan your niche’s trending topics (look for “#” – the hashtag). Then…write simple how-to tips and post on your dental blog!
> Create an editorial calendar and regularly add ideas to it so you’re never without a seed thought or two to develop.
> Contract a blog writer. Many copywriters specialize in online writing. They know how to write compelling blog copy and load it with SEO friendly keywords (tags).
2-Keep it conversational.
Write (blog) like you would talk to a friend over drinks or dinner.
You lose and readers lose when you speak a language they don’t speak. Sure, you know your industry and the terminology like the back-of-your-hand. Just remember to keep it out-of-the-clouds and not so “lofty.”
Use your blog to engage them in not only practical knowledge but give them a place to interact with your expertise via questions and comments. A blog gives them access to your knowledge-base 24/7.
Ongoing conversations about dental trends, orthodontic supplies, CE options, practice management and consulting services, etc. builds trust that you can take to the bank! A blog spotlights your well-earned professional knowledge, skills, and services in a most engaging way.
3-Keep it civil.
Sometimes you’re tempted to use your blog to rant. Should you?
There’s some buzz about social responsibility and online content. Keep in mind that what’s said online…stays online! Take-backs may work in face-to-face conversations or print media. But online…not so much! That should determine if (perhaps the best practice), when, and how you choose to rant via your dental blog content.
Inform. Inspire. Compel…but do so responsibly!
Deliver useful, practical, actionable content on your blog. Readers will come back for more…and tell others to do the same.
Blogging is an A-level strategy for taking the leap into social media marketing. And it flows very effectively into how you can use Twitter, Facebook, LinkedIn, and YouTube.
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.
Do You Have a Social Media Chip-on-Your-Shoulder? (3 Keys to Get Rid of It)
Trust and authenticity are the currency of social media. And your Facebook page alongside your Twitter account and blog are the places where you should lavishly spread that currency around.
I emphasized trust and authenticity in a recent post because people are now so oriented to interacting with dental companies, dental practices, and dental supply brands who seem at least somewhat familiar with social media. And once you’ve caught on to the value of social media engagement your perspective and marketing approaches shift.
- There’s a more frontal…give-it-to-me-straight marketing interaction (in contrast to the old-school, bait and switch).
- There’s freedom to be yourself without the flash (in contrast to slick, hype-y…expensive marketing – think jeans and maybe a sports coat instead of suit and tie).
- There’s conversation around products, services, and expertise (in contrast to if-we-build-it-they-will-come).
I think of the days of mom & pop shops. Social media is restoring confidence to business and service providers who have that grass-roots brand of marketing DNA.
Coaching a grass-roots confidence is the responsibility all who are coming into their own with social media marketing.
I once felt like a rookie in the big-leagues when I first opened my Twitter account. I resisted for months as early as 2008.
But I’m there…in fact I have two Twitter accounts. One is personal/general copywriting/marketing consultant related. The other is specific to all that within the dental industry.
I’ve had my social media ups and downs. Some days I feel like a shivering chihuahua alongside the social media big dogs.
And sometimes I write and publish on my blog like I think a big-dog would. In fact, I’m still nursing a fresh wound because I forgot what this whole social media deal looks like to someone who doesn’t engage in it (not because they’re opposed…it just isn’t something they’re into…like many marketers, still).
I’m reminded that when I speak and write about the failures of traditional marketing with my new social-media-is-all-about-trust-and-authenticity-chip-on-my-shoulder, I risk alienating those I’m still invested in.
So…here’s how to boost your social media confidence when wanna-be big-dogs (like me) mess on the lawn (or seem to be growling at those who aren’t so much into social media):
1) It’s about being yourself.
You and your business, product, service have a story to tell. Engage (that’s “talk” in social media) about the problems you’re solving, the solutions you’re delivering, the benefits you’re bringing to the marketplace. No one else can be you better than…well, you!And once you stop being “you” – it really doesn’t matter!
2) It’s about keeping it simple.
Really, what’s the point in being complicated. Life’s complicated enough and so is business.
To-the-point simplicity is a big adjustment for those new to social media. The full-frontalness of the dialogue (on a blog or via Twitter and a Facebook page) can be misunderstood as edgy or in some instances, even trite.
Hey, when Twitter allows you only 140 characters you can’t dilly-dally (a word I’d probably not use in mainstream marketing). That’s a steep learning curve for those accustomed to traditional marketing approaches.
3) It’s about creating conversation.
Once you’re around social media long enough you’ll learn that appetizing conversations begun on your Twitter or Facebook page feed should effectively transition to your website or blog via links (ow.ly, bit.ly, etc.).
Think of social media conversations (even those involving your business, products, services) like you would saying to dinner guests following a meal, “Let’s move to the patio…can I get you another drink…” There’s no hype among friends – just swapping stories in good conversation.
…and now where’s the dip for that chip-on-my-shoulder I mentioned?
The web has changed – do you know what to do?
As a dental service provider or dental marketer, let’s agree you want a piece of the online action. But how does your web presence compete for the attention of today’s savvy web surfers.
And once you’ve established an online presence – that brings in business – how do you keep it?
You do know the web HAS changed…right!?
Securing that attention is both a technological AND content issue. The web presents countless waves of opportunity for dental industry and dental marketing pros like you.
Here’s a few reminders of how savvy, A-level dental marketers are strategically using the web for their front-line dental marketing efforts:
–>E-mail (Are you maximizing this tool?) – use product/service promotions, autoresponders (a series of strategically written email promotions that provide a click-through link to your website or promotional webpage).
–>E-newsletters or e-zines (Got one? – they work in ways you may not have considered) – keep your products/services front-of-mind through a series of articles and tips published weekly, bi-weekly, or monthly.
–>Blogs (For some they’re better than an e-newsletter and…they’re more than a place to vent or rant) – stay on the radar of the your target market through consistent, relevant content that establishes you as an authority – or at least one with your finger on the pulse of your industry. See it…say it – that’s the power of having a go-to blog.
–>Social media (Seriously! What are you waiting for?) – think Twitter, Facebook pages, LinkedIn, YouTube, Foursquare, Gowalla, etc. I’ll be as bold to say – “Get on board or be irrelevant (that’s a kind way of saying you’ll go the way of the dinosaur)!”
–>Home pages (perhaps the most strategically under-utilized and ineffective website page) – set the pace for your entire website here.
–>Landing pages…squeeze pages (could be the difference between a customer and potential one) – warm up your market with a product/service promotion before they even get to your website.
–>Podcasts (if you’ve got something valuable to say) – be the voice with a portable…listen-as-you-go marketing tool (IPhones, IPads, Blackberrys, and the Android market of smartphones make this a slam-dunk)! Embed it on your website and build your subscriber list. For some hearing is better than seeing (reading).
–>Webinars (nothing to fear…much to gain when used right) – create an online educational system. Save cash-flow on training travel and related fees. Offer the occasional free webinar to build your educational tribe.
New and efficient forms of communication require fresh, targeted content. Design is a significant feature of your dental industry website for sure.
But without benefit-biased copywriting all the *pop* and *flash* technology risks diverting attention…and the web, brothers-and-sisters, preaches the doctrine of attention!
How to be known as an “industry expert”
“What do I really have to offer the industry or more specifically – the niche – I work in?” It’s an important question that forces me to inventory the benefits I deliver.
This week I’ve been writing and editing a report that I’ll deliver FREE to my prospective client list. There’s an important reason I’m doing this…and why you might consider doing the same on a routine basis.
Why a special report…case study…or white paper is an important tool in your marketing toolbox:
>It encourages “expert” status.
Not everyone and certainly not even a large number of people know what you know. And if even if they do -who’s taking the time to put it in writing.
Frankly, writing scares most people. Or the few who do take a shot at it, start a document in their word processor perhaps never to return to it.
When you put your insight, knowledge, and skills out there you set yourself up as a go-to service provider. When an issue or challenge arises that your content addresses – in even a remote way – guess who comes to mind.
Thinking yourself and your services as “expert” isn’t arrogant. In fact, it’s more self-centered to hold on to your knowledge base – think about it!
>It puts you on the solution-side of the marketplace.
Talking-heads in today’s media numb us to the real issue – “how do we fix this?” If as much time were given to solutions as is given to pointing out the problems mainstream media would lose a substantial amount of “voice” and many bloated pontificators would be speechless.
It’s easier to focus on problems…on what needs fixing than it is to dig in, roll up your sleeves and do the work.
A steady stream of information that you publish – full of solutions to common market and industry problems – will give you “voice!”
Get to know the problems, issues, and challenges facing your particular niche/industry. Follow the social media feeds within your industry. Subscribe to industry blogs. Read comments. Engage others via your comments.
Create an idea file of common and current problems you discover. Do some extra-mile research and write some tips for solving the issues at hand.
Your opinion and insights count just as much as anyone’s. And putting your thoughts out there gives you a stake in helping solve some issues for your constituents.
>It gives you content to repurpose again and again.
Social media is about content delivery. Throughout the day I send tweets and Facebook posts to my Evernote account. I’ve developed a reference library that I can tap into any time and any place. And the reason is due to the content others unashamedly publish on a consistent basis through social media.
Again, being a solution-content source is a top reason to be a consistent info publisher. Once you’ve produced even one 10 to 20 page report-like document you can repurpose it a piece at a time and have months of content to send out via Twitter and your Facebook page.
What keeps many from jumping into the social media zone (or thinking it’s a waste of time and energy) is lack of shareable, useful content.
Having a report, white paper, or case study densely packed with beneficial content in your marketing repertoire gives you a well of information to share with others. And contrary to what you might believe – people really do hunger for information especially the brand that provides solutions to their problems.
Give yourself some credit for what you know. And get it in writing.
Special reports, case studies, white papers, social media content, blog posts, enewsletter articles are among my copywriting expertise. Don’t keep your expertise under-wraps. Contact me today to write yours!