You know that content marketing is one of the most effective ways to attract more patients and grow your business in the long term. But how do you know if your content is actually working?
In other words, how do you measure and analyze the success of your content?
In this article, we will explain why it’s important to track your social media metrics and show you which metrics are important to track for your cosmetic dental practice.
Why Social Media?
Looking at today’s digital world, social media is the best way to reach your target audience. People are active on multiple platforms and if you want to grow your business, you have to be as well. That’s where we come in! We’re a specialized marketing firm for healthcare professionals and we specialize in helping cosmetic dentists connect with their target audience through social media. Check out Hip Agency and learn so much more about dental marketing and BMF Orders For Case and Elite + WP Amplify.
We know that there are certain metrics that tailor to the cosmetic dental industry and we will measure the success of your social campaigns quarterly with our proprietary reporting software.
Some of these metrics include:
Follower growth
Follower growth is important because it shows you how many people are interested in your content. It tells you how many people see your posts, which will help you determine if they like what they see.
Growth in followers also shows how well your content resonates with your audience. If you’re getting a lot of new followers, then it means that people like what they see on your page and want to see more of it! This type of engagement leads to higher quality leads and a stronger brand image.
Additionally, the more followers you have on social media, the bigger your voice becomes, which can lead to new opportunities for collaboration or partnership. From a business standpoint having many followers helps increase revenue by increasing visibility for potential clients who might need dental services. This visibility can also lead to word-of-mouth referrals from current patients who may bring more customers through recommendations.
The number of people who like your Facebook page is a measure of your clinic’s popularity. Having more page likes increases your visibility and makes people more likely to click through to your website.
An increase in page likes also means that the traffic you get from Facebook will grow. When someone clicks on a link to your clinic website from Facebook, their friends can see that they’ve done so. If you have more page likes, this will translate into more traffic for you.
More traffic leads to more conversions, which can lead to an increase in revenue for your dental practice. As such, increasing the number of page likes is one of the easiest ways to increase revenue using social media.
Page engagement
Page engagement is the level of interaction among people and a Facebook page. The more people engage with your page, the more they will be exposed to your content.
This content shouldn’t be limited to posts on your cosmetic dentistry business — it can include links to other dental blogs and sites, curated articles on dental health topics, or any other information that will help your patients and potential patients.
The goal is to build an online community around your practice by providing helpful resources and information. This builds trust in you as a doctor and as a person, which leads to referrals and repeats business.
Video views
A cosmetic dentist might want to create a video that showcases the dental work they do, like adding veneers or correcting a gap in someone’s teeth. Because this is a visual field, it’s the perfect scenario for a dentist to share videos on social media.
The ultimate goal of this video would be to get more appointments from new patients. It would have to be informative and show off their skills without being cheesy or salesy.
Uploading the video to YouTube and sharing it on your Facebook page is the easy part. The harder part is getting people to actually see it and share it with others. That requires promotion.
Call tracking numbers
You may have heard of call tracking numbers before. Call tracking numbers are unique phone numbers that you own and can use in place of your regular business number on any marketing campaign. This includes offline campaigns (such as direct mail or signage) as well as online campaigns (like PPC or social media).
When someone calls the call tracking number, their call is redirected to your main office number. The call tracking software logs the details of the caller, such as what campaign they saw or clicked on, where they came from and even what keyword they used to find your ad.
This data is invaluable when it comes to determining how effective each marketing campaign is at generating leads and new patients. By using a different call tracking number on each campaign, you can see how many calls each campaign generates — and the quality of those leads!
Website traffic (analytics)
If you’re a dentist, you already know the importance of your website. It’s the first impression many future patients will have of your practice, but it’s also an important marketing tool for attracting new patients. If you’re like most dentists, though, you may not be using your website to its full potential and are missing out on lucrative opportunities as a result.
An effective dental website gives patients the information they need to make decisions about their oral health and the services they require. It also needs to be easy for them to find (SEO), simple for them to navigate (UX) and designed with mobile devices in mind (responsive design).
Conversions (appointments)
Tracking appointments is similar to tracking phone calls in that you can use a unique telephone number for each channel you use. What makes it different is that you have to have a receptionist or other office staff member manning the phones all day.
If your business does not have someone answering the phone at all times, then it’s important to make sure that whoever has access to your Google Account also has access to your appointment system. The person who takes care of your Google My Business account should be able to login and see if any new appointments were booked because of the ad campaign.
If you do have people answering your phone around the clock, then getting them involved in counting conversions is very easy. If someone books an appointment over the phone, they simply have to ask where they heard about your practice. If they saw your ad on Facebook, then that’s a conversion from Facebook!
Why should I track social media metrics?
Social media posts disappear quickly. They only live at the top of your followers’ news feeds for a few hours, or even minutes in some cases. How can you be sure that your hard work is paying off if it’s not visible?
Tracking social media metrics gives you an overview of how well content is performing on each platform. For instance, how many likes, comments and shares did a post get? Or what was the overall reach of a post?
These numbers give you valuable insights into what’s working and what isn’t working when it comes to social media marketing. This way, you can adjust your strategy accordingly and optimize future posts to make them even more successful.
Why do you need a dental marketing company?
Dental practices are unique businesses in many ways. It is important to have a partner who understands the dental industry and knows how to market it effectively. HIP’s experience in this field makes us the ideal choice for dentists looking to create or enhance their marketing efforts.
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