Facebook is a revolution in terms of marketing, Now everyone can promote their business for little or no cost on a global platform. And promoting dental practices is no exception. Dental offices can also engage their patients and gain new ones.
Reason why internet marketers often fail to generate leads on this medium
- Unrealistic approach toward facebook campaign.
- Unprofessional use of this wonderful medium.
Facebook Advertising is NOT Google Ads
First, let’s clear one thing – Facebook is NOT Google Ads. When you use Google Ads, it allows you to target people who are actively searching for your type of business. For instance, Maria is looking for a dental clinic for her daughter, Susan. So, she does a Google search for a dental practice in Newport Beach, California, by typing relevant keywords. Google then shows up ads for dental practices in Newport Beach as per location. The results show up above the SERPs that is Google ads. People have habit to click link that appears at the top. Where, on other side, Facebook Ads are based on Users interest. Facebook Ads are only shown to those people, who have same interest as of your business.
A greater reach does not mean more business
Traditional advertising mean more number of people see your ad, the more customers you will get. This doesn’t apply on Facebook. Facebook has more than 1 billion active profiles (Little less than the population of China or India).
We’ll discover it just in a moment. But before that….
Do you know your customers well?
Before choosing a Target Group on Facebook, you need to spend some time on researching your ideal customers. Example location, Age, interest etc. Before going for the online advertising like Facebook or Google ads make sure to collect data of your target audience, if you don’t have it than conduct a little survey to make your Ad campaigns more successful.
Creating your First Ad on Facebook
Step 1: Choose the Ad Type
Recommended options to use are #2, #3 and #4:
- #2. Promote your page
- #3. Send people to your website
- #4. Increase conversions to your website
You can use other options depending on the campaign you want to launch.
Step 2: Creating your Target Audience on Facebook
Facebook offers an amazing array of targeting options which makes it a gold mine to attract your precise audience:
- Relationship Status
And this is where it gets really interesting,
Let’s look at the following fields:
- Mobile Device
Going even further, Facebook allows you to fine target with the following fields:
- Purchase Behavior
- Life Events
Increase engagement with existing patients
Simple rules of marketing say – “If someone has visited your clinic once, they are likely to come to you again for the treatment”. Facebook allows you to leverage this extremely well through its feature called “Custom Audiences”
What is Custom Audience?
Custom Audience is essentially a group of people having same interest as of your product, whom you already had a professional relationship.
Make sure while creating a custom audience to have following information:
- Email Id
- Facebook User ID
- Phone Number
- App User ID
In case you have a circle on Google +, you can import it.
After adding those details, Facebook algorithm will match these profiles to create your Custom Audience list.
Attract your Audience
You need to be careful while using your Custom Audience. you can offer loyalty points, discounts coupons and special rates, freebies and gift cards. This way, your advertising will be far more effective.
Suppose you have a regular customer base of 500 patients, assuming that your potential patients will also be similar to your present ones. So, if you build a Custom Audience of your existing clients, there are more chances to get new patients using this feature. The role of social media in healthcare is very important.
A few simple tricks to better targeting your audience
- Customize your Communication
- Choose the right message for the right target group.
- Friends of Friends
- It’s all about numbers
- The Power of Engagement
When it comes to Facebook marketing, the two golden rules are:
- Target Right Audience
- Foster Relevant Engagement