Creating Custom From Facebook
Who is your ideal patient? What do they look like? Where do they live and how old are they? Do you know the answers to these questions for your dental practice? Are you targeting these people on Facebook?
To create a persona for the customer you’re after, think about and jot down the demographics and any other additional notes that answer those questions. If you have more than one target demographic, you can repeat this exercise for each customer type.
Next, take a look at your Facebook Insights to see if the customer demographic profiles you’ve created, match the demographic profiles of the people liking, sharing, commenting and following you on Facebook.
If you find that your patient personas and fans aren’t aligning or engaging as you would like them to, it’s time to make some adjustments to your Facebook campaign
People’s lifestyles, interests and habits influence how, why and when they use social media. Understanding those influences and behaviours helps you avoid ineffective posting tactics (e.g., posting at various times of the day and hoping for the best)
When you compare your target demographic with the times they’re most engaged, you’ll find patterns that help you set up a publishing schedule that reaches the people who are most likely to come to the practice.
A good tip for successful facebook posting is tapping into your ideal patient’s motivations and needs. To find out what matters to your own target customers, and to get them to connect with you, do some research. You can do this by follow conversations on blogs, in groups, communities and social media chats that relate to your service. Listen, then craft updates that cater to those passions. For example, join wedding groups, healthy eating for children groups etc.
You can get an idea of what information sources your ideal buyers rely on simply by doing a graph search on Facebook. Know where your buyers are looking for information and make sure you’re part of that resource. Understanding where your ideal patients go for more information helps you to develop additional content aimed squarely at them.
Over to You
Research doesn’t have to be difficult, costly or time-consuming, but it’s vital to your social media success. If you would like further advice about social media for your dental practice, give Dental Design a call on 01202 677 277 who will be happy to help you.
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