After implementing the essential Facebook strategies outlined in Part 1, be sure to continue engaging your Facebook followers with attention-grabbing posts. Any feedback you receive from your posts — such as comments — is visible to all of the commenter’s friends, so post content that will draw their interest. If a user’s friend is frequently commenting on your posts, they are likely to take interest themselves and visit your Page. Here are five post suggestions to retain patient’s interests:
- Updates on office equipment — Upload photos of new technology you’ve purchased
- Pictures of company office events or outings — Users respond well to seeing others in personal or social situations, such as company parties
- Tasteful “before and after” pictures of patient treatments — Document the success of your procedures with appropriately tactful photographs
- General dental hygiene tips — Offering free dental advice is a great way to generate interest in your practice
- Information on products you endorse — Post overviews of products you recommend (toothbrushes, floss, rinses, etc.)
When crafting posts, allow your staff to offer input. They may identify good ways of engaging your audience that you have overlooked, so it is wise to include them in the brainstorming process. Because your staff is probably on Facebook already, they can participate directly in your quest for more “likes.”
While Facebook has strict rules governing promotions, contests can be an excellent way of drawing new “likes” and maintaining patient interest. Challenge your staff to devise creative, fun contests, and reward them for meeting a goal. Establish a target number of “likes,” perhaps 150, and offer a reward to the winning team or staff member who succeeds. You might take the staff out to a nice dinner, or give a single team member a gift certificate to a spa. Whatever reward system you chose, make sure that it incentivizes the entire staff to use their Facebook accounts to promote your practice.
Equally important in garnering “likes” is getting your staff talking about your Facebook Page to patients. During team meetings, establish a script that team members can rehearse with each other before implementing it at the front counter. The script should not only include a reminder to patients that they can find your practice on Facebook, but should offer a quick overview of why they would want to receive your posts. Highlight the valuable information they will receive by “liking” your Page and, if possible, provide them an in-office means of logging in and “liking” you on the spot.
Before implementing a new marketing campaign, check with the State Board of Dental Examiners to ensure that your promotional strategies are compliant with all applicable state laws, especially those relating to providing gifts or incentives to patients for referrals.