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How to make the most of digital platforms

Kallum Catterall, Marketing

By Kallum Catterall, Sales & Marketing Assistant at Hive Business

It’s no surprise that in a world of instant gratification, digital marketing campaigns are becoming more and more prevalent.

The amount of time people spend online is constantly increasing. A recent study found that the average person now has five active social media accounts and spends almost two hours browsing through them daily. As digital platforms become increasingly incorporated into our everyday lives, it’s important to know how your practice can make the most effective use of digital media.

If used correctly social media can be a cost-effective and engaging tool that underpins practice growth, loyalty and increased brand awareness.  The key to success here is consistency; ask your marketing team to clearly define your practice identity across all channels; own a particular colour or tone of voice and be sure it’s present across all of your social media platforms.

If you are considering investing in social media advertising you’ll need to assign a budget, define your goals and keep reviewing to see if it is working. Social media advertising can win you new patients but boosting the odd post here and there won’t cut it!

As with any digital channel, it is important to clearly define your overall practice goals and create an integrated digital marketing strategy that aligns with traditional marketing activities such as signage, newspaper ads and word-of-mouth marketing.

Don’t be afraid of email marketing; email campaigns are a vital part of targeted marketing and are great at instantly putting your practice in front of patients who know who you are and what you do.

However, before sending an email marketing communication have you thought about where you want to direct your audience? Good content always has a strong call to action.

The dental industry is increasingly using video marketing; a recent study found that YouTube is now the most popular social network. If you haven’t already considered using videos for your practice, you will be missing a trick. Video is one of the most effective ways to get your message across and can be distributed across your website, YouTube and other social media accounts.

Video testimonials, animations and virtual practice tours are a great way to familiarise new patients with your practice and will help develop a personal connection that leads to higher patient retention, increased recommendations and trust.

There’s no denying that digital marketing has the power to change the way your practice interacts with its patients; before you jump head first into distributing content it’s important to know exactly what you’re using it for. Consider investing in a copywriter to clearly communicate your practice goals and key messages; crafted language, such as you get from a hiring a professional, has the power to deliver emotion, accuracy and effect. After all, the language your practice chooses to use is perhaps the most important factor in determining how you’re perceived by existing, and potential clients.

If you would like to find out more about digital marketing and how it could work as part of a wider marketing strategy, please get in touch on 01872 300232 or alternatively email [email protected].

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