Social media is an invaluable tool for promoting your dental practice to people in your local area. The difficulty lies in targeting the right audience. Hyperlocal social media marketing is a highly effective way of gaining local exposure online. Let’s take a look at how to make best use of social media platforms to locally promote your practice.
As a tech-savvy dentist, you probably already have a page for your business on Facebook, but are you using this powerful social media platform effectively to increase your local base of potential clients? To get more exposure for your practice’s page, you can run Facebook ads that only appear to people in your local area. Encourage your patients to like your Facebook page: this action causes your page to be displayed to everyone in their networks, effectively recommending your dental practice to a huge number of local people.
A tragically underused Twitter feature is the ability to limit your hashtag searches by location. To use this feature, type in a hashtag (such as #dentist) and click search. When the search results appear, click the settings button and choose advanced search to enter the name of the place where you want to focus your search. Find people in your local area who are complaining of toothache or moaning about their dentist and send them a direct tweet to let them know about your practice. This type of direct marketing is very effective, as it targets people who are currently in need of a dentist. You could even send a coupon code for a free or discounted check-up as an added incentive.
Make sure your Google Places profile is fully filled out and up to date. This profile is often your first contact with people who are searching for dental practices in your area, and you know how much first impressions count. Try to get your satisfied patients to leave reviews of your practice on your profile; good reviews will reassure potential patients about the quality of your service.
Search for local directory sites and make sure your site is listed on them. It is essential to keep information on directory sites up to date, as potential patients will be put off by inconsistent information about your practice. Add a link to the directory entry from your own website asking your patients to leave a review for you; recent reviews increase the likelihood that potential patients will contact you.
You might worry that inviting customers to leave reviews of your practice leaves you open to criticism. However, unsatisfied patients already complain about your practice online. Don’t believe me? Try searching your practice name on Google with the discussions filter applied – you might find some unpleasant results on local forums. Don’t shy away from these negative reviews: seek them out so that you can reply to the complainers and offer to address their issues. Showing a willingness to engage with dissatisfied locals will improve the reputation of your business.
Benefits of Hyperlocal Social Media Marketing
Hyperlocal social media marketing offers a larger return on investment than other forms of online advertising. By focusing your online marketing strategy on your local community, you maximize the chance of your efforts paying off through increased local visibility and an expansion in your list of patients.
Guest post contributed by Robert Anders, for Rock Center Orthodontics.
Robert is an experienced dental technician and in his spare time he enjoys passing on helpful dental tips.