Boost Your Facebook Posts for Maximum Performance

If you run a Facebook Business page then you have come across the boosted page post many times but you might not even know it or understand what it means. As a page administrator, Facebook will ask you every time you create a post if you’d like to boost it to reach more people. It appears as a little button in the bottom of your published post that only you can see. Once you click it, a box pops up that gives you options of how you’d like to boost the post.

Why pay to promote a post?

Before getting to the nitty gritty, let’s stop a moment and look at why you’d want to do such a thing in the first place. In other words, if I already have a page with lots of followers, what’s in it for me to play money to boost my post?

Facebook puts the brakes on organic posts

The truth is, only a very tiny percentage of your total fans actually sees your posts. Facebook is generous with the features it offers to businesses for free but one thing they have done is limit the number of people who can see the posts you put on the page. This is called throttling, meaning that Facebook throttles down the impressions it gives to posts you create for free, also known as organic posts.

You have already been asking yourself why all the terrific, engaging posts you’ve been crafting for social media are falling kind of flat with few likes, shares and comments. Throttling is the reason why.

Why are they doing this to us?

Facebook is a business, after all, and they want to make money somehow. So to have more eyeballs view your posts Facebook charges you to show them to more people, known as boosting a posts (or sometimes referred to as paid posts or promoted posts.) This lets more of your fans see the post, even if they like your page already. So, even though they make it fun and easy to post all kinds of content to Facebook on your business page, your masterpiece won’t really be seen by all that many people. Seems like they let you set this great table and then yank the tablecloth off just as you hit send.

Parts of a Facebook boost

If you look closely at the dialog box that appears when you chose to boost a post, there are a few options to help expand and convert your audience.

Call-to-action button

Facebook allows you to add a button to the boosted post that will entice people to take an action. There are a few different ways to use buttons to help make a boosted post more effective.

  • Direct traffic to your website – There is a “learn More” that is useful if you want to include a custom link in you post that directs people to your website. For educational or informational content, the button can let people click to get more information about your blog post or specific page on your website.
  • Book a consultation – For more promotional type posts, you can encourage potential patients to book a free consultation with a “Book Now” button.
  • Find your practice – A “Get Directions” button will send people to your practice’s physical address.

Call-to-action buttons are extremely effective as they are telling the viewer what they can do next if they are interested in your post.

Audience

Facebook allows you to customize the audience you want to promote the boosted post to. The audience can be a certain demographic in a specific geographic area or it can be just promoted to people who already like your page. Each audience type is geared toward different results. The audience option is where you will optimize for results.

  • Existing followers – For example, if you want to promote a post to people who like your page already, then you can chose to boost your post just to that audience. When current followers engage with the boosted content, their friends on Facebook will see that activity on their pages, increasing your reach naturally. The trust that your followers already have in you practice will be transferred to their network.
  • New followers – If you want to expand your reach beyond your existing followers you can target a broader demographic, promoting a post to people who live in towns surrounding your practice location. This will create awareness of your practice outside of your existing network.
  • Visitors to your website – It’s a little bit more complicated but you can put code on your practice’s website so that when people visit they will be retargeted with a boosted post from your Facebook page. Like we said, it’s a bit more complicated and you might need to get your website developer to help you but this is a very effective way to re-capture that traffic on social media.

Budget and duration

Facebook advertising isn’t like buying a page in a coupon mailer or Pennysaver. You chose a budget you want to spend to reach the people you’re targeting. Once your boosted post reaches the end of the budget, it turns off. You can also select a specific duration the ad will run so that once it reaches the end of that timeframe (ex. 7 days) then the ad shuts off, even if you haven’t spent your entire budget. In the end you are charged based only on ad performance.

Set your strategy

Facebook boosted posts are very powerful tools for the small business. All the available options help you target a very segmented group for very specific results. Best of all, you set your budget and you can use it to test a post’s effectiveness. If you find a particularly engaging post you can increase your budget or boost it to different audiences and keep optimizing it for the best results.

Want to learn more about how you can supercharge your marketing? Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

The McGill Advisory Invites People & Practice to Pen Article on Differentiating Your Practice With Social Marketing

People & Practice was invited to write an article for The McGill Advisory–the monthly newsletter of The McGill & Hill Group, a dental practice advisory group–about the importance of social marketing. In this article, titled “Increase Your New Patients By Differentiating Your Practice Online,” co-authored by our founders Leon Klempner, DDS and Amy Epstein, MBA, they wrote about the mix of strategies used to gain the right new patients when competing against corporate dental practices.

The full text of the article that appeared in the April issue of The McGill Advisory is posted below with permission from the publishers. You can also read this article on The McGill Advisory website (subscription required) by clicking here.

Increase Your New Patients By Differentiating Your Practice Online
By: Leon Klempner, DDS and Amy Epstein, MBA

In today’s world, traditional practices are not only competing against each other, but also against corporate dental practices, also called Dental Service Organizations (DSOs). DSOs typically have the advantage of a much larger advertising budget and generally charge lower fees. How can you succeed in gaining new patients when competing against these Goliaths?

Delivering Superior Quality of Care

If you plan to differentiate and grow your practice, the delivery of high quality care is non-negotiable. Any marketing strategy will be short circuited without good clinical and nonclinical care.

While doctors base their perception of a high-quality practice on the level of clinical care provided, patients use a totally different yardstick. Since most patients are not able to evaluate clinical care, their evaluation is largely based on several nonclinical factors.

One critically important factor is your staff. Patients want staff members that are well-trained, friendly, courteous, compassionate and offer the highest level of customer service. Do your staff members make scheduling an appointment quick and easy? Does your practice respect the time of your patients and run on time, or with only minimal wait times?

Another factor influencing patients’ evaluation of your practice is how trustworthy they feel the doctor is. It is very important for doctors to build trust by establishing a strong personal relationship with the patient. It only takes a minute to look the patient directly in the eyes, address him/her by name and show your interest in them as a person. That could be as simple as asking about family members, job and other personal matters, all of which can demonstrate that you care about them and their well-being. The doctor should take time to thoroughly explain to the patient their dental symptoms, recommended treatment options, and communicate the negative impact of not accepting treatment.

Your competitive edge over low fee competition is your ability to build strong long-term relationships, and those relationships are built on trust. Now, let’s talk about how to leverage that trust, which translates into a competitive edge, using social marketing.

Power to the Practice

In today’s competitive dental marketplace, it’s essential to have a carefully crafted digital marketing plan to effectively communicate your superior quality of care, and differentiate your practice from your lower fee/lower quality corporate competitors. Below are three strategies to harness the power of patient referrals, tell the story of your practice, and capture the attention of potential new patients cost-effectively.

Reputation Management: In Reviews We Trust

Potential patients trust online reviews and often base their decision on what others say about your practice. A recent survey by BrightLocal.com found that 84% of those asked said they trust online reviews as much as a personal recommendation. That’s the same as a friend telling them that they should call your office. The same survey showed that 74% of consumers reported that a positive review will make them trust a local business more.

Your future patients are researching practices online and will make a decision based on what they find, particularly on review sites such as Google and Yelp. Just going from 0 to 1 favorable review increases the rate that online practice shoppers will contact your practice by 65%. And to be truly effective, you need to generate at least 20 favorable Google reviews. This creates a cycle – the more reviews, the more new patients joining your practice, leading to even more reviews, and higher search engine rankings.

The survey also revealed that a majority of patients will leave a review for your practice, if asked. This highlights how important it is to have a system in place to amplify positive comments you hear in your office and help “catch” potentially negative experiences before they go public.

It’s not as hard as you may think to convert an offhand comment into an authentic, five-star public review so that potential new patients can read it. At the same time, it’s important to offer a sounding board to patients in case their experience wasn’t perfect, giving them a chance to vent before they take to the Internet to air their grievances.

Social Engagement Done Right

There’s no better way to add value to your practice than having current patients share your content with their social media friends. Actively engaging with your patients through social media will reap benefits exponentially if done right. A Facebook page must not only have a regular stream of updates, but also must be interactive, encouraging current fans to like and share your post on the pages. This helps reach their network of friends, increasing the number of potential new patients aware of your practice.

The content needs to be personalized, informative, or entertaining to be good enough to share. A contest that incentivizes patients to like and repost to their own page in order to have a chance to win is just one of many great examples of interactive, shareable content.

Facebook Advertising: Choose Your Audience and Get Clicks With Educational Content

Facebook’s dynamic ad platform allows doctors to target a specific audience and potential new patients who are in need of your services, and live within a short distance of your practice’s physical address. These ads can be directed back to educational content on your website, with forms that are specifically designed to capture new patient data delivered right to your inbox.

Stronger Together

While these strategies can operate independently to boost your practice’s referral rates, they work best together. In conjunction, reputational management, social engagement, and Facebook advertising form a digital marketing plan that’s unmatched in communicating your competitive advantages in expertise and experience to deliver personalized customer service that’s superior. This will help you compete and win against DSOs in converting more new patients.

Download a PDF of the full article.

Why Doesn’t My Social Marketing Attract New Patients?

Watch the video above for CEO of People & Practice’s full answer to this important question. 
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Why doesn’t my social marketing bring in new patients? The short answer is that you are not using all of the available marketing tools necessary. You need a coordinated combination of collecting multiple five-star public Google reviews, initiating a robust social media engagement program and effective content driven targeted Facebook Advertising.

Today, let’s focus on Facebook Advertising.  Facebook currently has over 1.7 billion users. You may be surprised to learn that the best growth opportunities are to target those that do not even know you exist. Facebook Advertising enables targeting potential new patients within a 5-10 mile radius of your practice, categorized by whatever age, sex, or income you desire to attract.

Read our article published in the September issue of the McGill Advisory – linked here: McGill Advisory article

Interested in a free marketing analysis of your practice?  Contact me directly.

Leon@pplpractice.com, 631.974.7511(c)
#mktg4docs #practicemanagement