Don’t be a Needle in a Haystack
Increasingly when I carry out practice evaluations the feedback I receive is that “We are trying, it’s not that we’re doing no marketing. We do social media and newsletters and promotions yet still we don’t get many new patients”.
When I do some fact finding to see the efficacy of the aforementioned campaigns there can be some interesting observations.
Firstly you cannot just pop a post on social media and expect a stream of calls to the practice. There is a widespread jaded misconception that having a few hundred likes on a practice Facebook page or a few hundred followers on Instagram or Twitter means being able to sit back, pop the kettle on and sip a cuppa whilst the calls roll in. For a start did you realise that of the people who like your Facebook page, less than 10% will see your posts unless you boost them? And your Twitter updates will only hang around for a few minutes on the timeline of a follower who also follows lots of other people/brands.
As for your newsletter, unless you really know what you’re doing your open rate may well be below 15% and if you’re using Outlook to send it then you may have no report at all to know.
That lovely, shiny and expensive new website you’ve spent so much on, how many people are looking at it? Where does it rank when people google ‘local dental practice’? Without effective SEO and analytics you have no way of knowing what’s effective and improving the results.
To be very blunt, you could be doing a mountain of work for absolutely no results and wasting a lot of time and energy in the process.
In the immortal words of Oscar Wilde ‘there’s only one thing worse than being talked about and that’s NOT being talked about’
So how can you make people pay attention to all of these channels? How can you make them listen, talk and share?
Well for a start you need a strategy; it’s no good posting any old update on any platform. Have a joined-up campaign, different threads of one common story or message. And don’t just talk at patients – interact with them, invite feedback, open up communication channels. You could even start a multi-channel conversation by e-newsletter and continue it on your website and on social media.
Think about what patients want to hear, it’s only when people truly want to hear something that they will stop and listen.
So perhaps invite feedback through a patient satisfaction survey and when people have told you what they’d like to hear more of provide those articles via blogs on your website. Those blogs can then be fed across your newsletter and rolled out across promoted posts on your social media.
We have recently been training clients at our Woking office how to see the ultimate return on investment from the campaigns we run for them via our SEO, e-newsletter, blog and social media patient growth solution.
So, in summary, the top 5 ways to be noticed online:
Think about what you’re going to post or digitally market and make it interesting and relevant
Spend a little bit of money on promoting the post, make it seen and heard
Run it across many platforms with a slightly different perspective on each one
Keep refreshing the perspective and seeing if it increases the interaction
Click here for more information on social media
Click here for more information on SEO (Search Engine Optimization)