1. What are your clinics main goals as an organization?
Knowing what your goals are will determine how your approach your marketing strategy. If your goal is to raise awareness, to increase your number of major treatment, then spreading the word is your main strategy, and what better place to do that then in social media? While traditional marketing still has some value in the current market, social media for dental marketing is by far the easiest and fastest way to reach an audience. It’s all well and good to put up a billboard in Times Square, but remember, most people are looking at their phones these days. Most dental clinics main goal is fundraising for whichever cause they represent. Getting funds is a matter of visibility and a matter of numbers. With social media platforms, you are able to become more visible and reach more people than with your average newspaper article. Do you have a clear idea of what your goals are?
2. Who is your target audience?
Many dental clinic organizations will usually say, “The public is our audience”, because they believe just about anyone is likely to give to charity. However that’s simply not the case when it comes down to it, and is usually pretty easy to assess if you look at your analytics. There are dozens of ways to find out exactly who is giving to your cause, and being able to target specific groups of people is how you will be able to make more of an impact. Talking to a group of 50 animal lovers about your pet rescue project will give much better results than trying to keep the attention of a crowd of 150 random people. Knowing your target audience will also tell you where they spend the bulk of their time, i.e. which social media channels they like best. If your dental clinic’s goal is to reach out to potential parents in order to support your anti-bullying campaign, then Facebook groups is your way to go. Targeting mommy-blogs on Twitter is a wonderful way to reaching out to potential ambassadors for your cause who already have a following. Lastly, posting beautiful high res min-videos of rescue pets on Instagram will not only make your audience fawn, but also has the potential to get instant traction with your target demographic.
3. What kind of public image are you striving for?
With the rise of social media, it has become simultaneously harder and easier to maintain a good public image. The upside being that brands were now able to communicate directly with the consumer instead of at them, which built better consumer relationships and created brand advocacy. The downside is that one bad or ignored comment on Twitter can destroy your company in an instant. If you need evidence of this, just take a look at the hotel in Inverness that saw its reputation go up in smoke within 24 hours because they lacked a crisis-management strategy for social media backlash. Your company has a public image whether your want it or not, so be smart and set up a social media strategy for yourself in order to avoid any snowball affect. For most e-commerce businesses, not having a social media presence is a sure-fire way to go under within the first year. Many shoppers will look up a brand online and if they fail to find a social media presence, will likely go looking elsewhere. At this point in time, not having a social account of any kind is almost suspicious. At the same time, some brands have accounts set up that they have no business being on. Like a law firm with an Instagram account? Remind yourself of your goals as a company or brand, and use them in your social media strategy to shape your image.
4. What kind of person works at your dental clinic?
They say “Good talent is hard to find”, and that’s true. Who you hire shapes your company’s future, and it’s possible to get more out of their contribution than just work. Employees who enjoy their work place also become ambassadors for the brand when out in the real world. Take advantage of this and ask your employees to share their experience with your audience. If your employees are proud of their work place, proud of what they do day in and day out, give them the freedom to express this through the company page, blog posts, personal shout outs, etc. Consumers do their due diligence these days, and their purchasing decision is heavily affected by the company’s image. Giving your employees an active role in your social media strategy will let them know that they’re valued and will also supply that organic content that marketers are always talking about. It’s a win/win situation, not to mention good P.R. for your company.
5. What are your plans for the future growth of your organization?
Depending on your company’s growth cycle, some social media channels can be instrumental in helping you hit those long-term goals. Building your company’s following, image, and positioning can be greatly aided by being socially active. If your company is about to launch a campaign to raise awareness, you can get the buzz started by reaching out to supporters of your cause with direct messaging, either on Twitter or Facebook. Giving an out of town preview of your campaign with beautiful visuals is always popular on platforms like Instagram. Let’s not forget the live power of Snapchat, where your can give your audience a real-time behind the scenes glance at your organization’s passion as well as letting them feel that they’re a part of something active.
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