April 11, 2022
by Naren Arulrajah, Ekwa Marketing
Before the pandemic, it seemed like everyone was on social media. Now, that perception is very close to reality, with experts predicting that 96 percent of Canadians will be on social media by 2026. While this marketing channel is more important than ever for your dental practice, it is also increasingly complex. Here are some of the best strategies for success in today’s social media environment.
With limited real-world interaction opportunities, people are seeking more interactivity online. They do not want to scroll through the newsfeed passively; they want to participate. Make your followers more than followers; make them part of your story.
The average user spends over two hours a day on social media. However, it is rarely in one session. The newsfeed is an easy answer to boredom, meaning that scrolling often happens during breaks while waiting for something and other odd moments. Users are rarely invested in consuming lengthy content. They want their social media quick, simple, and easy to consume.
If your dental practice is behind the competition, it might be a struggle to establish yourself in an already saturated market. However, the good news is that social media is far from static. It is constantly evolving, offering new opportunities to get ahead of the game.
There is no question that some of the best social media posts and strategies are born of creativity. However, never underestimate the importance of science in your recipe for success. Every audience is different, and you need quantifiable metrics – cold, hard numbers – to determine what is most effective for you.
Thankfully, analytic information is readily available. Your social media manager should provide regular reports, and you can find most details within your dashboard on each respective network. Before revising your social strategy, review your numbers to have a clear baseline. Pay close attention to what changes so that you will know what tactics work best for you.
Which metrics you track depends on your social media goals. For example, if you want to grow your audience, then followers, video views, shares, and impressions might be your top priorities. If you’re going to increase engagement, then you might want to track clicks, video views, comments, reactions, shares, and direct messages.
Social media is no longer an adjunct to your dental practice’s digital presence. Your patients, and prospective patients, expect to find your practice on social media. They also expect the quality of posts to represent the quality of your work. It is time to stop treating social as an inconvenience and treat it as an indispensable reputation-building opportunity.
About the Author:
Naren Arulrajah, President and CEO of Ekwa Marketing, has been a leader in medical marketing for over a decade. Ekwa provides comprehensive marketing solutions for busy dentists, with a team of more than 180 full time professionals, providing web design, hosting, content creation, social media, reputation management, SEO, and more. If you’re looking for ways to boost your marketing results, call 855-598-3320 for a free strategy session with Naren. You may also schedule a session at your convenience with the Senior Director of Marketing – Lila, by clicking https://www.ekwa.com/msm/ or simply send a text to 313-777-8494.
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