Social media advertising has always been a hit-or-miss proposition for dentists. People don’t go on Facebook or Instagram looking for dentists, and measuring ROI is still an issue for some platforms. But with Facebook sharply restricting organic reach, it may be time to reconsider investing some marketing dollars. I’ll be back after the break to tell you more.
– Thanks for watching the Patient Attraction Podcast™.
– I’m Colin Receveur, founder and CEO of SmartBox Web Marketing.
– I’ve always been leery of recommending that dentists invest in social media advertising.
– Until fairly recently, there was no good way to measure the marketing ROI.
– And even now, Facebook has done some faceplants due to errors in its metrics.
– But the flip side is that your Facebook dental page posts are reaching fewer and fewer prospects, because Facebook has become pay-to-play.
– There’s always the chance that one of your posts could go viral, but chance is a lousy basis for investing your marketing funds.
– Social media advertising deserves another look, but a cautious one.
– Why cautious? Because worldwide, social media advertising budgets nearly doubled between 2014 and 2016.
– Spending in 2017 could easily exceed $40 billion if the trend continues.
– There are a ton of advertisers on social media now and more coming, which means your ad is facing a lot of competition for users’ attention.
– Other platforms such as Twitter, Tumblr, and Instagram are also moving to a pay-to-play model, although like Facebook, basic use is still free.
– If you’re going to invest in social media advertising, you need a carefully thought-out strategy.
– You also need a firm understanding of the costs and reach on the platforms you pick.
– Additionally, you have to know how you can accurately evaluate your ROI on each platform.
– Otherwise, you risk throwing away your hard-earned marketing dollars.
– Finally, your ads must stand out on their own, or they’ll simply be overlooked.
– You have to grab people’s attention when everything else on the page is calling for their attention as well.
– If you can’t put all those social media “ducks” in a row, my advice is to invest your marketing funds in other mediums where you can track your return.
– Social media advertising is worth a cautious look, but be sure of what you’re doing before you invest.