If you have a new dental practice or if you’re thinking about expansion, you know how hard it is to get new clients. This is especially true if you’re a young dentist who just wants to start own business.
Dental services are really specific. Like any medical procedure, people are unwilling to trust unknown practitioners. It is a relationship which is built over time; time that your business doesn’t have. In other words, you need more exposure.
Even though internet exposure doesn’t instantly build trust, it does help get your message across. And as we know; the more people you reach, the bigger the odds someone is going to give you a chance.
I don’t have to tell you that the time of billboard, TV and radio advertisement is already over. A different type of ads is starting to show promise occupying millions of screens worldwide. Of course, I’m talking about internet ads.
Among various approaches, pay-per-click stands out as the quickest, most reliable form of promotion. That doesn’t mean you should avoid search engine optimization or social media marketing. It just means you need to get your priorities straight. As something that can generate profit almost instantly, Facebook ads are a good solution to your problem. Today, billions of dollars are invested in this type of promotion. Furthermore, you can use Facebook ads to reach thousands of people each and every day.
How about that for efficiency?
There are numerous things that make Facebook ads so successful.
First and foremost, Facebook is great at finding people based on their personal interests. If an individual has searched terms related to dentistry or dental services, Facebook will use them as focal points of the marketing campaign. Instead of wasting your money on people who don’t want to do anything with your product, you can easily find those who might be interested. Facebook is very proficient in analyzing behavioral patterns or to put it plainly, your clicks.
There are lots of targeting tools that will allow you to set up demographic and other parameters giving you the option of fine-tuning your campaign.
But Facebook alone might not be enough for you. This is why the platform also has the option of also advertising via Instagram, the company’s second big social network.
Now, you might say that this is very similar to Google Ads and you would be correct. However, there is something that Facebook does much better and that is providing a better type of exposure. The ads are shown much more frequently and can be much more profitable due to their lower price (not always the case though).
Lastly, we need to mention the mental aspect. Facebook is much more jovial and relaxed than Google search. People who are using it are usually using it as a form of relaxation during their off time. This means they are more likely to be affected by an ad and give the company a chance. This might seem like a little thing but it does make a difference when it comes to whether a person will buy something or not.
Keep in mind that running Facebook ads is not an easy task. While there are lots of online tutorials that can help you with it, you have to be an expert in order to get optimal results. Much better option is hiring a company such as ours to perform this task for you.
However, if you do decide to run it by yourself, here are some steps that you need to take.
Most of your time you’ll be spending on Facebook Manager. Here, you can start your campaigns and set up various objectives. It is the starting point from which you will progress onwards. Once you create your first campaign, you will be taken to the next screen. Bellow the tab “What’s your marketing objective?” you can choose between 3 options including Awareness, Consideration, and Conversion.
As the name suggests, Awareness increases the overall awareness of the target audience. By pursuing this objective you’re able to place your ad in front of as many people as possible who would be interested in your dental services.
Consideration is geared towards individuals who are already acquainted with your company but still haven’t purchased your services. During this step, they will at least start considering what you have to offer.
Convert allows instant conversion and purchase.
Your objective will depend on the marketing stage in which you’re in. If you just started advertising, perhaps an Awareness campaign would be the best fit.
Already at the second step, you can see how sophisticated Facebook ads are.
After creating a campaign and setting up your main goals, you have to input what kind of audience is ideal for your ads.
First, you need to add a city and an exact street name. This is especially great for local businesses such as dental companies as it helps you pitch neighbors who are the most likely clients. Based on the street that you’ve used, you can increase or decrease the radius of search encompassing all surrounding streets. In other words, all you have to do is place the address of your company.
After that, you can set up age and gender. When it comes to dental practices, you will like to target both sexes of medium and older age. Once you input all the parameters, Facebook will tell you what kind of a reach you can expect based on the data.
The great thing about these ads is that you get to choose on which platform your ads are going to be shown. Keep in mind that you have the following options: Facebook, Instagram, Audience Network and Messenger. In other words, by using this service you can spread your reach throughout the internet if you choose to do so. However, keep in mind that Facebook is still the best social network for dental practices so perhaps it’s best if you focus all your funds on it.
Another thing you can choose in the Placement tab is devices types. Nowadays, the majority of people use mobile devices to access the Internet. Still, you can choose both mobile and desktop devices. If you want to be even more specific, you can select a specific mobile device and operating system on which your ads will be shown. This won’t do too much good for the dental profession so I advise that you go with the broadest option.
Budget is the final thing you have to address in this section. You have two options; you can either go for a continuous or a periodic budget. The periodic budget refers to a particular time span while the continuous budget is set up indefinitely. The great thing about these ads is that you can post them at a particular time of the day. So, for dental practice perhaps ideal ad slot is between 5 to 10 PM. Keep in mind that the better time slots will cost more so this is something you need to take into consideration.
Now that you’ve set up all the parameters you can choose what type of an ad you want to run. There are several things at your disposal under Format tab: Carousel, Single Image, Single Video, and Slideshow.
Each format provides something new. With Carousel, you will create an ad with 2 or more scrollable images or videos. Single Image gives you an option of using up to 6 ads with 1 image each. As its name suggests, Single Video allows you to create a video ad while Slideshow allows you to create a looping video by using up to 10 images.
When it comes to dental business, in particular, perhaps creating videos is not the best idea. While it is something that will differentiate you from the competition, it usually goes with high costs. Simple images usually do the trick so I would suggest going with this type of an ad.
In terms of images, you can either choose generic images or your own. I always suggest that you pick your own as this will leave a personal stamp.
Lastly, don’t forget to add a link to your homepages as well as a message.
Due to the fact that images tend to look generic, the message is the element that will be more important. If you create a catchy line, you are more likely to attract people to your page.
Running successful Facebook Ad campaigns don’t stop with creating one ad.
This is a continuous process and if you wish to get good at it, you will have to rely on Facebook Analytics. Always remember: Analytics is only available once you create an actual add.
There are lots of different things we can learn through it. For example, it shows us the data for a number of people who have seen the ad. You will also get financial data such as cost per click, remaining budget and money that you’ve spent so far. There is also a section for demographics and performance over time.
Like other analytical internet tools, Facebook Analytics can show you whether or not your project is profitable. It also is able to compare the different projects that you had over time. By checking the data, you can figure out what’s working and what’s not, where to tweak things, should you continue investing and so on.
One thing to keep in mind is that Facebook Ads are no joke; there are lots of marketing professionals who are using them on a daily basis and even they might have variable results. You probably won’t be able to strike gold from the first try. However, that doesn’t mean you should stop trying.
Of course, if you wish to circumvent the whole process, you can simply contact us and we will start the campaign for your dental company.
Facebook Ads require a lot of time to perfect. Still, if you need immediate results, they are probably the best option at your disposal. Facebook is, and remains, the most used social network in the world so you can rest assured that Facebook Ads will be able to reach your target audience.
With my tips, you will get the hand of some basics. Nevertheless, you need to get into the dashboard and start experimenting yourself. In the end, nothing beats a good practice!
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