As a dentist, would you like to be more active on social media but do not have the time?
We have a solution for you!
Hootsuite is a platform that allows you to pre-schedule social media posts in advance, saving you lots of time and worry. By using their free plan, you can connect up to 3 social media accounts to one Hootsuite account and create posts all at once. This means not only can you forget about social media posts for the month, but you’ll be able to be consistent on social media, without the worry every week. Best of all, it’s all so easy, that you will thank us after you’ve gone through the steps we show.
Watch this video to see a full tutorial on how to install Hootsuite and how to schedule posts on Hootsuite!
Digital marketing 101: Developing your brand’s online tone of voice
Nike, IKEA, Apple — think of your favourite brands and how they communicate with you digitally. Chances are you associate them with a specific style, personality and words (or, wordplay). This is a brand’s online tone of voice and developing a familiar one is essential for organizations of all sizes, across all industries.
A brand’s online tone of voice should be executed consistently across digital communications, whether it be website content, social media and blog posts, newsletters, case studies, video scripts and more. It is an opportunity to humanize your company, form an emotional connection and trust with existing and new clients, prime them to make desired decisions and keep them coming back. One study shows 56 percent of customers will stay loyal to a brand they feel “gets them”, while research by Cohn & Wolfe indicates 91 percent will recommend or buy from a brand they perceive to be authentic.
Take electric toothbrush subscription start-up quip, which targets young consumers who appreciate innovation and good design. On its homepage, the headlines are simple and clever like “Designed with every mouth in mind” and “Love at first brush”, while its Facebook includes copy like “Our new retail packaging was designed with high-quality paper and curves that fit into the palm of your hand for a premium feel.” Founded in 2012, it already has over 1 million subscribers and is using strong branding to disrupt the market by making its pedestrian product (toothbrushes) appear design-focused and desirable.
Remember, when it comes to online writing, it’s always better to reinforce your brand than to be bland. Not sure how to develop your company or practice’s tone of voice? The experts at Nathalia Porras Digital Marketing have put together these handy tips so your brand can not only walk the walk, but talk the talk.
1. Find out who are you talking to
Step one is identifying who your target audience is. An easy way to do that is by looking at who your current customers are — research shows 65 percent of your business will come from them. Either through client files, a survey or personal observation, gather key data like their age, gender, areas they live in, interests and hobbies, language, income and use this to develop an ideal persona that you speak to consistently.
Once you have this ideal customer persona or avatar, you can tailor content you create based on its presumed behaviour, values and perceptions to increase the likelihood of positive reactions. For instance, if you are dental practice in Montreal, you may find you are speaking mostly to 53-year-old francophone women with a median income of $96,000 a year who enjoy going to Florida in the winter.
2. Become fluent in your brand’s way of speaking
Once you know who your ideal customer persona is, you can choose your words wisely. This involves developing a style and personality for your business, and this should also be informed by your brand values. Start by creating two lists of adjectives: one describing ‘who you are’ and the other ‘who you are not’.
Consult with your organizational leadership and employees to ensure your voice also aligns with your overall values. From there, you can develop a persona for your company informing how it speaks to customers digitally so that it consistently feels and sounds like it’s coming from the same person — shaping everything from the words and cultural references used to the tone to repurposed third-party content chosen. Using the Montreal dentistry practice example again, chances are this business will want to sound professional, authoritative and knowledgeable (think: avoiding casual online language like “LOL”), while still being compassionate and empathetic.
While life is always easier if you have a professional copywriter on staff, many small businesses can handle their own digital communications. Pro tip: only say what you need to say and reread everything multiple times to avoid errors.
3. Change your voice, change brand perceptions
Want to shift the way people perceive your brand online? It doesn’t have to be as painful as pulling teeth! Simply create a positioning map and make sure your brand’s voice is aligned with the new perception that you want your target audience to associate you with.
As with any good digital marketing plan, the key is to test, test, test! The cycle of execution followed by evaluation is as essential as daily flossing. After you have developed a persona for your target audience as well as your brand, test out your online tone of voice by doing a couple weeks of social media posts using it.
Review those social media posts and see which performed best. Can you spot a pattern among those that resonated with your target audience? If so, use that to develop best practices, whether it be post length, humour, content style or even emoji use. Going back to the dental practice example, you may find posts with a play on words like, “Here are five facts about dental implants to sink your teeth into” perform better than more bland options like, “Five facts about dental implants”.
5. Create a style guide
Once you know who you are speaking to, have established your brand’s personality and figured out what’s working, collect it all into a style guide. This should map out and describe all of the above so if you need to go on holiday or leave the organization, someone else can continue connecting with audiences using the digital tone of voice you created. Ultimately, it is about maintaining brand consistency and customer relationships. As additional support, you can create something called a moodboard, which is a visual representation of your brand’s image. Here’s an example:
Whether you are a dental practice or a boat rental service in the French Riviera, the above tips on establishing your brand’s online tone of voice should serve as a guide for your digital messaging moving forward. Want some additional assistance? Contact Nathalia Porras Digital Marketing today and our expert team’s experience will ensure you see exceptional results.
What is online reputation management and why is it important?
A brand’s reputation has always been either its greatest strength or weakness. That hasn’t changed in the digital age, however, the tools of measuring, maintaining and managing it have. There’s no reason to be afraid or anxious, so long as you’re aware of online reputation management.
Online reputation management is the monitoring, communicating and (limited) control of what people are saying about a professional or personal brand on digital spaces. Think: customer reviews, social media comments and the like. The key is having a plan for how and what to communicate, both for positive and negative feedback.
We all participate in this reputation economy, whether it was hunting for a restaurant with over four stars on Google or writing a scathing review after a poor customer service experience – it happens and it matters. In fact, 67 percent of customers are influenced by online reviews. As more people search digitally for research, it’s important to establish both a digital presence and control over the message being transmitted.
This doesn’t just apply to cafes and car dealerships, either. According to one study, 72% of internet users say they looked online for health information within the past year. With the three most sought out topics being: Specific diseases, treatments or procedures, and doctors or other health professionals (in that order).
What platforms should you monitor for online reviews?
Online reputation management means scouring a variety of sources, many of which are industry specific. Some of the most popular platforms whereby one would find reviews are: Google Reviews, Facebook, RateMD (for doctors and dentists), TripAdvisor (for spas, restaurants and hotels) and Yelp, alongside all other social media platforms like Twitter and Instagram.
What your review responses say about your brand:
No matter their length, negative comments always speak volumes to potential customers. They are not losses – they are learning opportunities. First and foremost, it is paramount to answer to all comments and reviews. Why? Because you’re both responding to the reviewer and communicating to a whole audience of potential and existing customers who will see your reaction.
One study by BrightLocal found that 89 percent of customers read local businesses’ responses to reviews. It’s essential to learn how to react appropriately and unemotionally to negative feedback, especially in the open; 48 percent of complaints are aired via public forums like Facebook, TripAdvisor, Twitter and RateMD. Additionally, your presence on the world wide web is as important as word of mouth, with 80 percent of consumers saying they trust online reviews as much as personal recommendations.
What you should say to a negative online review:
Some handy online reputation management tips are:
Respond quickly – ideally, within an hour
Show empathy, compassion and warmth (read: no matter how frustrated you are)
Stay on the same social channel
Respond twice, but no more than that
Also, make sure to always respond in your brand’s tone of voice. For instance, if you’re a ‘cool’ brand, use the lingo and vocabulary that your target audience associates with being hip. By contrast, a more serious brand should avoid that language and speak professionally.
The first sentence of your response must acknowledge the feedback you are receiving. A more professional example could be:
Thank you for reaching out and sharing. We are very sorry to hear this and will do our utmost to sort it out right away.
A cooler brand might say:
That sucks, sorry to hear that. We try to do our best, but we’re not perfect! (Who is, right?)
Here’s what not to say to a negative online review:
If you’re a doctor or dentist, never talk about a patient’s file in any detail. The biggest online reputation management mistake we’ve seen is a medical professional responding back to a disgruntled patient by practically reading the whole clinical history publicly, minus the name. Remember your goal is to neutralize the reviewer and show potential and existing customers that you do care, sometimes make mistakes and you’re ready to take action to rectify the situation.
Also, ensure you have someone on your team who is able to manage customer satisfaction issues. For example, if an unreasonably disgruntled client requires the case to be escalated, you can offer your teammate’s email to take further steps.
Stay calm, cool and compassionate
The only way to placate a negative or angry reviewer is to remain level-headed. We know that’s easier said than done, so we have put together an example as a guide.
I found this orthodontist on Google and had a terrible experience! The support staff were great during my consultation, but the orthodontist herself did not seem to know what she was doing, couldn’t help me and was just being “honest” about her lack of experience. What a waste of time and money! Also, she said she would follow up about my case and I never heard from her. Thank goodness there are other good orthodontists in this city.
We are very sorry to hear you were disappointed with your experience at our clinic. We aim for every consultation to be positive and informative, and strive to deliver the best service to each patient. We would be grateful to speak to you and learn how we could have done better. Could you please DM us here or email us at firstname.lastname@example.org with your phone number and a good time for us to call you?
Thank you for sharing your feedback and we look forward to hearing from you.
The Teeth team
What are the benefits of answering online comments?
Besides the aforementioned reasons for answering reviews (i.e. potential and existing customers seeing your responses), there are a number of supplementary points for addressing comments online – both positive and negative.
It increases your customer advocacy and retention
Neutralizes unhappy customers, or can even make them happy
Gathers insights for your business
Differentiates you from competitors
For online reputation management, it is essential to have a plan for responding to comments —both in terms of content and consistency— and to make sure someone on your team is prepared to deal with complaints. If you’re a doctor or dentist, claim your RateMD profile along with those on other sites like Google Review, TripAdvisor and Yelp. On social media platforms like Facebook and Instagram, set up business pages so you can maintain, monitor and manage comments.
Then, remember to continuously monitor the channels for reviews. Depending on the size of your business, set up a schedule that makes time for it either daily or weekly. After that, develop a bank of approved answers and a brand tone of voice. Feel like you need a hand with online reputation management? Reach out to us anytime – our expert team is here to help and has experience in dental and orthodontic practices and much more!
If you’re a dental practice owner working to improve clinic flow efficiencies, the patient experience and increase treatment plan acceptance, you’ve probably looked into marketing your business with social media. This is both prudent and protects your long-term interests. The global dentistry is projected to grow to over $60 billion by 2024 due to increased awareness of the importance of oral health — meaning there will be more patients and opportunities, but also more competition.
Social media marketing is an effective way to attract the eyes —and teeth— of potential patients. The first question many dentists ask is, “Does a dental practice really need social media?” Much like flossing, the answer is always a resounding “Yes!” and it should be committed to daily.
Need some more convincing? NP Marketing has gathered some facts for you to sink your teeth into. Discover our strong, strategic reasons why your dental practice needs social media marketing now.
Influence is important
Evidence shows social media marketing, if managed correctly, can be a great tool to increase brand awareness and influence purchasing decisions. In fact, 71% of consumers are more likely to make a purchase based on social media referrals and, of those, 78% say that companies’ social media posts impact their purchases.
Build credibility and trust
Establishing credibility online is the same as it is offline: be genuine, consistent and open. By using a social media channel like a Facebook or Instagram page, you can develop a reputation and build relationships before even have met a patient.
Not sure where to start? Try using the knowledge you have to educate patients about new procedures and treatments, and provide your unique insights on them. This is an opportunity for you to open wide, so to speak, and additionally offer a perspective into your practice, its team and expertise while also showcasing your unique services.
If you’re comfortable with video, you could also try uploading a short clip (30-60 seconds) talking about a treatment. For instance, you can create a video on dental implants, pair it with related informative social media posts. Fill the minute by exploring questions like ‘Who is an ideal candidate for dental implants?’, ‘What does the procedure entail?’ or ‘What are common myths about the treatment?’
Video is a great social media marketing tactic for dental specialists like oral and maxillofacial surgeons as it delivers information that is both unknown and pertinent to potential patients. As for the accompanying posts, these could include before-and-after dental implant treatment pictures or use text overlaid onto an image to provides quick facts.
Establish an authoritative brand voice
If one of your social media marketing goals is to become an authority on the latest dental practices, technologies and trends, it takes time and consistent posting on social media. The benefit? You’ll slowly build patient trust and credibility from peers, who will validate your insights via engagement.
Step one is a continuous flow of content on your social channels, such as:
Talking about the latest dentistry technologies
Sharing educational articles written by industry experts
Showcasing how new technology or treatments are offered at your practice
Sharing pictures of your team communicating with a patient (a sort of in-action picture of what a patient can expect)
Every dental practice needs a continuous flow of content to build a brand voice that differentiates it from the competition. This means being consistent in scheduling posts on social media channels and focusing on content that reflects your brand and the interests of your followers. The payoff will start with metrics like reach and engagement, but can quickly grow into conversions like new patients and bookings.
Harness the power of word-of-mouth
Retention of patients is critical; research suggests that a patient, on average, will generate close to $900-$1,000 per year in billings for a general dentistry clinic and will stay with the same practice for about 10 years, not to mention the referrals they bring in. That’s a lifetime patient value of approximately $10,000. With a figure that large, establishing a strategy to retain current patients via social media marketing becomes no laughing-gas matter.
What’s the best way to retain current patients?
Stay at your patients’ top-of-mind by keeping in touch with them — social media marketing makes it creative and easy as 1-Tooth-3! For instance, you can communicate about new treatments that are being introduced to the practice so that your current patients learn more about your dental clinic, you can do anything from Facebook and Instagram contests to simply answering all questions or comments left on your dental practice’s channels. A quarterly e-newsletter sharing interesting current events and health tips is another effective way to keep in touch.
What about attracting new patients?
For new patient acquisition, what you are trying to achieve on social media is influencing the purchasing decision of a new patient, which is where word-of-mouth becomes pivotal. If your content is strong, patients will engage with it through likes and shares of your posts on their family and friends’ accounts, which increases your reach (a.k.a. influence). We’ll talk about driving engagement and why high-quality, consistent content is essential to that goal in a future blog post.
Paid campaigns: Put your money where your mouth is with
Paid campaigns can help dentists reach patients in a cost-effective way, across Facebook, Instagram, LinkedIn and other social media platforms. These also empower dental marketers to use different targeting tools to reach new audiences quickly.
Monitor and manage your online reputation
Dentistry practice patients place a lot of trust in online reviews on Facebook, Google and RateMD, among innumerable other platforms. Statistics show that people trust online reviews almost as much as peer reviews. For the health of your dental practice’s brand, you need to monitor online reviews and manage your online reputation by scheduling time and preparing responses for all comments and reviews — both positive and negative.
Do I really need to answer negative comments?
While it’s about as fun as pulling teeth, it’s probably more important for dentists to answer negative comments than positive ones. In doing so, you’re working to resolve an issue with not just one disgruntled patient, but also showing potential and current patients your professionalism and care for everyone’s experience. Check out our blog posting on managing your online reputation to learn more.
Social media marketing is a powerful tool for dental practices that requires finesse and planning. Your current and potential patients are on these platforms and you should be too. If you need guidance putting together the right strategy for your dental practice, please reach out to Nathalia Porras Digital Marketing today. Our experienced, expert team will help you see the benefits of social media marketing for dental clinics that’ll get you smiling in time.
Are you considering launching a product or service and not sure how to use social media in your marketing plan? With products being the number one content type for top global brands for engagement, a marketing strategy that emphasizes your social presence is critical. We recently had the pleasure of helping Toon Boom Animation launch Harmony 15, a revolutionary new edition of their flagship offering (FYI, Harmony is a 2D animation program). Based on our experience, here are some of key learnings and tips for supporting your own product launch via social.
Understanding the key components that make-up the digital marketing ecosystem, and how these interact with one another is an essential part of a digital marketing strategy. -Nathalia Porras
The digital marketing ecosystem is conformed of all digital and social assets that make-up a brand online. The interaction of these assets- be it a website, a Facebook page or an online ad, should all be aligned with a product’s brand- in an ideal world!
However, in the real world there is only a fraction of these so-called digital and social assets that are owned and managed by a company or brand- the remaining assets can be in fact managed and influenced by fans or non-fans. Before a marketer launches its digital marketing strategy, it is important to understand the relationship between paid, owned and earned media.