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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.
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.
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.
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!
3 Ways to Step-Away-from-the-Crowd with Better Dental Copywriting
Do you know how much marketing content is published in the dental industry? Your response is probably like mine – “How much…? Not sure. But a lot!”
Your approach to copywriting as a dental marketer, dental supplier, or dental service provider will most likely follow a certain pattern. But the issue is always – will it produce the response you desire for your marketing efforts? And if it does, can it be repeated with equal or greater effectiveness each time it’s sent via email, mailed directly to your list, or posted on your dental website’s blog?
What you already have going for you may be the secret you’ve been looking for in your promotions. In print or online, revealing more of this can lift you above the crowd.
Speaking of crowds…remember a recent social function (a party or networking event). Someone – maybe only one – stood out from the pack of those you interacted with. What initially got your attention? Was it how they were dressed? How they looked? What they said or how they said it?
When all’s been said and done – this shines through. It’s…personality!
Add some personality to your dental marketing content and track the results. It’ll mean avoiding the window dressing mindset (e.g. flash, design, colors, etc.) typical of many copywriting approaches. In the end people will remember you more for the personality that shines through than the exterior coating.
Don’t misunderstand me, I’m a fan of creative, colorful, out-of-the-ordinary promotions. They catch my eye and keep me engaged.
But…
I’m hooked more when I’m drawn into the marketing conversation and it seems like only seconds have passed while it’s actually been several minutes. Good copywriting – the kind with personality – does this.
No more sleep-inducing content!
If your dental copywriting and marketing materials come with a warning label – WARNING: Do not drive or operate heavy machinery after reading this…you know what I’m talking about! More than that they’re TYPICAL…and in business – typical isn’t memorable.
It’s vital to insert personality between every line of your communications with customers and prospects (most read between the lines of what you’re saying anyway). The *personality-ethic* applies to your email promotions, your blog posts and the social media content you post on your Twitter and Facebook page, the copywriting on your website, your e-newsletter content, and more.
Here’s 3 ways to add some personality or better yet get yours working for you and the copywriting that promotes your dental products and services:
1) Inc. yourself (and not in the corporate sense)!
I consistently remember the words a colleague and mentor said to me several years ago – “be yourself.” No one else can be you better than…YOU. Management guru, Tom Peters calls it “You Inc.” or “brand-you.”
It’s about the unique personality…the DNA…you personally bring to your marketing communications. Be unafraid to let people “in” on your life and the behind-the-scenes aspects of your business-story (we talked about this in a previous post).
Step away from worn-out, weak, or ineffective branding! What you keep hidden or overshadowed (too much dependence on brand or image) might be the key to winning a client’s heart.
2) Step from behind the professional veneer.
Don’t misunderstand me. I’m a believer in being and remaining professional in all your business practices. Just don’t confuse professionalism with being pretentious, aloof, or out-of-touch.
Why is it that someone talks in plain, easy-to-understand words yet when they get behind the key-board or take pen in hand they become this austere (there I go…using a big word) “plastic” person.
Corporate jargon is just that – jargon. It may or may not reflect your niche in the dental industry…or, for that matter – you. Think about it – how effective does bureaucracy communicate – really?
3) Be anything but typical.
Aim for authenticity. I’ll continue to beat-my-drum about avoiding typical, hype-driven marketing approaches.
Hypey…salesy wording alienates more than it attracts. People do business with hype-sters for much they same reason crowds show up at a freeway pile-up…!
People much more enjoy doing business with someone who’s real…authentic…open…honest…non-salesy! That’s untypical and it works.
Personality shines through every time. Get yours going for your dental copywriting and marketing approaches. Real people enjoy doing business with REAL people. And smile while you’re at it!