If you are trying to grow a business and do so quickly, the best investment you can make is in digital marketing and more specifically in social media marketing since social media is the most used platform today. 

That means you should at least consider using paid advertisements to give your brand some exposure, so you can attract more of your ideal clients who may not already know that your brand exists. 

Many small businesses rely on referral marketing and other unpaid traffic sources to grow their business and that’s a good thing. 

However, I always believe that to get the boost that you want in business, you should be prepared to make an investment with the aim of getting a solid return on investment. 

This is what my next client did, when he sought to market his newly created Shopify store and transform it into a six-figure business within seven months using digital marketing strategies including a social media marketing strategy. 

Of those digital marketing strategies, he was able to generate just about $56k using Facebook and Instagram Ads. It is this, that this social media marketing case study will be about. Check out my other social media case study where I show how I helped a client achieve a 310% ROI using Facebook Ads.

Ever thought about starting your own Shopify store? If this post gives you inspiration, check out my blog post that teaches you how to start your own Shopify store and make money.

When my client approached me, he was at the point where his product was already well received by the Facebook and Instagram audience, but he was finding it difficult to recreate the momentum that he once had, since he had stepped into the misfortune of having his Facebook Ad Account disabled. 

My goal therefore was to help him recover quickly and continue to ride the wave, however the challenge was that as he was starting from scratch in a new ad account, he had no pixel data to rely on.

I therefore had to create a strategy, that involved going out into the marketplace and testing brand new audiences to see whether the product was still marketable. This was necessary to help him get new pixel data.

When using Facebook Ads, it is always best to start with a pixel that has matured. This way, Facebook already has some data, to help it understand the type of customers my client was looking for, and the type of customers that were likely to convert. 

Nevertheless, despite having no data, one can still quickly test the marketplace to find new audiences that are likely to convert. 

In this blog post, I will share with you how we achieved our results, how we found new audiences that were likely to convert, the strategy used in the ad campaign and what I learnt from this ad campaign. 

Here’s What You Will Learn:

• How to research a niche before launching an ad campaign
• The two strategies I used for this ad campaign and why one did not work
• The results achieved during this ad campaign
• What I learnt during this ad campaign 
• Key points you should understand when running Facebook Ads 

How To Research A Niche Before Launching An Ad Campaign

The best advice I can give to you, if you are thinking of using Facebook Ads, is doing research to understand your audience and competition. 

You need to understand who is likely to be interested in your product, what their likes are, what their dislikes are, what problems they are trying to solve, etc.

The good thing about my client’s product was that it was already validated when he decided to sell it.

It was validated because it was helped by virality on the internet. There was a lot of talk and positive reaction to this product. People were sharing it with their friends and most importantly, they were buying it.

The fact that a product has virality, already demonstrates that people like it and are willing to spend money on it, if it comes at a cost.

The reason why this is so important to product creators and advertisers is, it helps you to understand why some products sell well and others don’t. This is why validation is crucial when you are starting a business. Always make sure that there is a demand for your product before investing time and money in it.

My client understood this and leveraged this virality and created a Shopify store around the product. Not only did he offer the viral product, but also other products that complimented it.  

When I found out that the product went viral, I had no hesitation in agreeing to help my client, because I knew that if people wanted it, it would sell. 

This is one of the main things that I consider, before I work with a client – whether a product will sell.

The Research

When you are starting Facebook Ads from scratch and your product has no specific niche, you need to find a way to understand the type of people who are buying the product. 

When I say that the product had no specific niche, I mean that there is no specific group of people from a specific niche, that would be interested in this product. 

To give you some context and without disclosing my client’s product, the product was an everyday product that you use in the home.

So how did I find an audience or group of people that would be interested in buying this product where I had no pixel data? 

I started by looking at my client’s competitors and analysing their websites. 

When you have very little buyer data on a product, one tool that you can use is a web analysis tool that tells you the type of people who visit a website. 

To analyse my client’s competition I used SimilarWeb.

This analysis tool also tells you what the competitor’s website’s visitors’ interests are, what other websites they visit, how long they stay on a website, which countries they live in or visit the website from and many other key metrics. 

So in my client’s case, I looked at the interests section to establish what type of things they were interested in, then I kept a spreadsheet with my findings and used this information to help me create an ad campaign, targeting interests similar to those interests I found on SimilarWeb.

The next thing I did, was use a spy tool called BigSpy. 

BigSpy allows you to spy on your competitor’s ads so you can see what angle they are using and which one appears to be successful. 

You can use the information that you gather here, to get inspiration for your own ads. You can also find out what Facebook page, the competitor is running their ads on and get more information from the Facebook page. 

It is important, that when you decide to start any form of paid advertisement, that you pay attention to what competitor advertisers are doing, so you can “piggyback” off of them to have the best chance at success in your own campaigns. 

Whilst the emergence of spy tools has helped advertisers find winning angles, it also makes competition easy to increase, since it gives advertisers the ability to copy what they see and target their competitor’s own audience, quickly exhausting audiences which, may in turn increase advertising spend and reduce the profitability of a campaign.

Also it is important that I mention that, just because one advertiser appears to have had success with his/her campaign for a similar product you are promoting or selling, does not mean that you will have similar success. 

You must test your own product against your own audience to see how it performs. But by performing this research first, it gives you a better chance at being successful, since you are creating advertising campaigns based on what is already working. 

The Two Strategies I Used For This Ad Campaign And Why One Did Not Work

Facebook Ads appear to be changing constantly, so you must be prepared to learn and test new advertising strategies. 

When I started this campaign, I used a strategy where I created a traffic objective campaign first, to drive traffic to the product page. 

Then I retargeted the visitors to the product page and used a conversion campaign, to convert the visitors into buyers. 

After $130 of ad spend and not getting any sales, I decided to change my strategy.

I am of the opinion that this strategy did not work so well because in my retargeting campaign, I was targeting people who were only likely to click on a link and visit a website.

Remember, I started my campaign with a traffic objective. A traffic objective tells Facebook that you are looking for people who are likely to visit a website. Those people may not have had purchasing tendency.

However, what’s interesting is that I used this strategy in a different ad campaign with a different client and it worked well. Check out that case study here.

In my new strategy, I decided to start off with a conversion campaign and optimised that campaign for purchases. 

When I did that, I immediately got purchases of the product on day one. 

Those who are not familiar with Facebook Ads, may have thrown in the towel early after testing the first strategy and losing $130 in ad spend, however this shows that you must not be so quick to give up and you should test other strategies, to see which one works best for the product. 

This is proof that no two campaigns can be equal. You must create your own strategy and see if it works for you. 

Social Media Marketing Case Study: The Results Achieved During This Ad Campaign

My client’s ad campaign consisted initially of 36 campaigns each with multiple adsets.

Over the period March 2019 to October 2019, my client spent over $29k in one ad account. 

When that ad account was disabled, we had to quickly recreate ads in a second ad account to keep the momentum going. 

Using the information from the first ad account, I was able to create one campaign and several adsets targeting look alike audiences that were shared from the first ad account and testing old and new interests.  

Purchases were immediately generated in the ad campaign, suggesting that the audience had not yet been fatigued from this particular product.

It is these ads that continue to run today and which continue to deliver, despite starting from scratch and without any pixel data in the second ad account. 

Whilst it is possible to share pixels from one ad account to another, what I found was that for this particular client’s business manager, the pixel data from the previous ad account (the one that had been shut down), had been erased for most of the campaign duration. I don’t know why that was. 

But nevertheless, if you know what worked before, you can always replicate an ad campaign so that it works for you, even if starting from the beginning. 

The final results was just under $56k in revenue from this campaign. 

Remember when I spoke about the virality of this product in the beginning? Look at the amount of revenue my client was able to generate from the search engines alone, which was profit. 

That goes to show that the best type of marketing, is marketing for a product that people want. 

If there is little to no familiarity or attraction to the product or offer, no matter how good your marketing is, you will get little results. This is why every business idea or product has to be validated before you invest in it.

What I Learnt During This Ad Campaign

You can decide to scale a Facebook campaign fast or slow, but as I work on some of these ad campaigns, I am realising that Facebook becomes smarter over time. 

There was a time when “guru” advertisers would tell you that you could scale a Facebook ad campaign within days or weeks. When I first started using Facebook ads, I would take “days or weeks” to be the threshold to decide whether a campaign was working or not. 

As I got better with my ad campaigns, I realised that advertising on the whole, takes time. It certainly is not a quick road to success. 

So now I work on my campaigns for a month and then work on scaling it in month two and so on. 

I find that with sales conversion campaigns that it does take longer to find a profitable campaign. With lead generation campaigns, scaling it can be a shorter process. 

So I say this to say, be patient with your ad campaign. If you are running an eCommerce campaign with Facebook ads, give it at least two months to scale. 

Key Points You Should Understand When Running Facebook Ads

Not every product is marketable. As advertisers we cannot create miracles and make anyone buy a product that they have no desire to purchase. 

Most people hear of Facebook advertisers having great success and making a lot of money on the platform, selling all sorts of products. 

This may be true, but one thing you should understand about this, is that before these advertisers make a lot of money, they also spend a lot of time, testing various products to see what the marketplace wants. 

It took me a long time to understand that marketing is all about testing and seeing what works for your specific audience.

This is why no two campaigns can be equal. When you understand that every campaign will be targeting a different person, and different people take different actions, you will understand when I say that no two campaigns can be equal. 

Another thing that you should be prepared to do, is give your ad campaigns time. You have to. 

I suppose advertisers have to accept blame when clients expect fast results. Because those same advertisers are the ones who are pushing the message that Facebook delivers quick results. 

Whilst you can quickly test and see whether a product has marketability, to see whether a product can offer profitability, will take at least a month. 

It’s also worth mentioning that budget also plays a part in how fast or slow you can go when testing campaigns. 

In my client’s campaign, testing started at no more than $40/day so I suppose his results took longer and will be longer than someone who is able to test a product with $100/day ad spend. 

So the point I am trying to drive is that you can go fast or slow depending on how much money you are prepared to invest to start your campaign. 

A bigger budget will afford faster results, compared to a smaller budget. 

Wrapping Up

Overall my client’s campaign was a success primarily because the product had virality and we were able to quickly ascertain a group of people that would be interested in the product through competitive analysis.

We were also able to scale this campaign quickly through creating many variations of look-alike audiences and targeting other countries. 

This ad campaign shows that you can sell anything in the marketplace, if your product is attractive and people want it, but you will only know if you take action and begin testing it. 

Most businesses prefer to rely on referral marketing to grow their business, but they are missing out on so much more and leaving a lot of money on the table, if they do not take action to target their ideal audience in a place where they “hang out” – that is on the Facebook or Instagram platform. 

Need help with targeting a wider audience or scaling your business using Facebook Ads? Click here to see how I can help your business. 

The post How My Client Generated $56k Using Facebook Ads appeared first on I Am Dawn-Marie.

One of the things that I have learnt over the past few years, is the skill of converting a cold audience into buyers. 

That is, turning someone who has never heard about your brand or your product, into a customer or client. This is what I do, day in, day out – helping entrepreneurs grow their business by selling more of their products and services using Facebook and Instagram Ads. 

So I was happy to accept my new client, when she asked me to help her increase her revenue, using Facebook ads and sell one of her most popular products, a female beauty product.

The type of products that I have run in the past were lead generation campaigns and ads promoting digital courses, but I have a flair for eCommerce campaigns, since it is an easy campaign to set up, especially if the product shows evidence of being sold in the marketplace. 

My client already sold her product on other advertising platforms such as YouTube and with influencer marketing. In 2017 she generated over $100k in revenue from these platforms, but things declined in 2018, so she decided to try another medium, to see if she could pick back up the momentum. 

Knowing that she had over $100k in customer data, made it an easy decision for me to accept this Facebook marketing request, because this data would help me get great conversions for her.

Whilst I prefer to work with businesses who already have a product that is validated in the marketplace, I also work with start up businesses, but over a long term period to help them get where they need to be in business. 

In this campaign, the total amount spent on ads was $6309 and this brought in revenue of $19563; a 310% return on investment. 

In this blog post, I will walk you through how I achieved that result, the type of objectives I used in the ad campaign, the strategy I used in the ad campaign, what worked and didn’t work. 

Here’s What You Will Learn: 

• What I did before I started running the Facebook ad campaign
• The type of strategy I used for this Facebook ad campaign
• How to set up an eCommerce campaign using Facebook ads 
• The results achieved during this eCommerce ad campaign 
• What could I have done better in this eCommerce ad campaign

What I did before I started running the Facebook ad campaign

If you have your own eCommerce store, there are a few things that you can do, to set up your campaign for success. 

This includes checking that all pixels are in place on your website, so Facebook can track it properly. 

For an eCommerce store, you want to ensure that your page view, add to cart, initiate checkout and purchase pixels are properly in place. This will help Facebook optimise your campaigns so that you can get more of your desired conversions.

If you already have pixel data or some type of customer data, you can also calculate what your KPIs (key performance indicators) should be, to use as a benchmark for your ads. 

So in my client’s case, I knew what her average monthly gross revenue was, so I kept this in mind when running my campaigns and worked to achieving this or exceeding it. 

I also knew that her website was converting at 0.9% to 1.19%. Typically on an ecommerce site, a sales conversion rate of 2% or more, is where I like my client’s websites to be. If the website does not convert at 2% or more, then I would have to put systems in place to improve the sales conversion rate, such as optimising the website for a better performance. 

I also like to make sure that I have sufficient data, that I can use, to help fuel Facebook’s system, so the ad can perform the way I wanted it to perform. 

For example, the more data you can help Facebook with, the more likely they are to show your ads to the people that are likely to take a certain action in relation to your ads. 

In my client’s case, she not only had a lot of pixel data, but also a lot of personal customer data, that could then be used to help Facebook create an ideal customer avatar, which they will use to go out into the marketplace, to show your ads to people who are likely to take your desired action. 

This customer avatar, Facebook refers to as a custom audience. With a custom audience, you can create a lookalike audience, which you can use to expand your reach and scale your campaigns. 

The type of strategy I used for this Facebook ad campaign

In my client’s campaign, she had one product that she wanted to focus on. 

This was easy, since I did not have to start by testing a number of products, to see which one drove the most conversions. 

When clients know exactly what their audience wants, that’s a good sign that you are working with a good client. 

In my client’s case, she knew that she had the most sales from this particular product, and knew it was well received by her target audience. 

If however, you are just starting out with Facebook ads and you’re not quite sure what your audience likes, here is how I find that out. 

I set up 5-10 different product campaigns and drive traffic to each of those products to see which one will convert. The one that gets the most conversions is the winner.   

The strategy I used, therefore, to introduce the product to the Facebook and Instagram marketplace, was to start by creating a custom audience of all of my client’s page engagements, both on Facebook and Instagram. 

I also created a custom audience of all of my client’s website visitors in the past 60 days.

These custom audiences are people who have interacted with the brand. When you collect such data, you can go on to use it, to create lookalike audiences. 

A lookalike audience, is an audience that Facebook creates that mirrors people who have already engaged with your brand, Facebook or Instagram account, product or website. A lookalike audience, is very useful for expanding your reach, so you can reach more people on the Facebook and Instagram platform. 

After I created my custom audiences, I created a lookalike audience of both her engagers and web visitors and used these new audiences to create my ad campaigns. 

As you can see from the images, Facebook found an audience of over 8 million additional people, that I could now show the ads to. This is how powerful Facebook ads is, because there are so many ways you can reach more people.

With the new audiences in place, my goal was to first show the first set of ads to this group of people and then immediately retarget them with another set of ads. 

The first campaign that I set up, also include 5 ads with different variations. So I made sure to include different videos, headlines and text in the ads, to split test them amongst my audience and see which one would get the most views and engagement.

My second campaign was created to help identify people who engaged with my first campaign, and retarget them with the aim of serving a different ad, to prompt action, which was to click on the link, visit the website and make a purchase. 

The third retarget ad, retargeted all the website visitors who added the product to cart and served them a different ad, inviting them to return to the website to complete their purchase. 

Here is what that retarget ad looked like: 

Also in the background, whilst I used ads to remind the audience of the product, the client also had an email marketing campaign running in the background, to collect email addresses on the website, from those who started the initiate checkout process and completed their email address, but did not make a purchase. 

Those persons who completed the initiate checkout process, were retargeted by email with a series of email marketing campaigns, to co-erce them back to the website, to make the purchase.

This here, is the entire flow of the ecommerce funnel. 

How to set up an eCommerce campaign using Facebook ads 

Now that you know the strategy, let’s take a look at how I set up these Facebook ads. 

The first objective I used, was the traffic and engagement objective. 

Even though I used these objectives, the aim was not to get any purchase conversions here, but just to spark interest in the audience, to get them to click on the link and visit the product. 

Also by using the traffic and engagement objective, Facebook will serve the ads to a segment of the audience, that is likely to click on a link and visit a website, as well as people who like to like, comment and share a post. This helps create virality and act as social proof.

One thing to note, as an advertiser, make sure to use Facebook’s campaign objectives properly. 

Even though I set up four campaigns, two with a conversion objective and two each with a traffic and engagement objective and all four campaigns contained ads with a link to the website, the only campaigns that gave the best results such as add to carts and purchase conversions, was the conversion objective ads.

So this goes to show, that if Facebook tells you, that the conversion objectives will get you conversions, then they are telling the truth. 

I remember for another client’s campaign, I tested a traffic and conversion objective campaign side by side, to help generate leads. In 24 hours from the start of the campaign, the traffic objective campaign got the most link clicks to the website but got no lead conversions but the conversion objective campaign got the most lead conversions. 

With the traffic and engagement objective campaigns set up, I allowed those ads to run for a while in order to collect data. 

Next, I created a conversion objective campaign and split tested between optimising for add to carts, initiate checkouts and purchases. 

I told myself that whichever campaign gave me the most purchases, will be declared a winner. 

Surprisingly, the campaign that optimised for add to carts gave the most purchases. 

I was surprised, because most advertisers say that if you want Facebook to get you the most purchases, immediately optimise for purchases. 

I tested all three objectives and the results speak for themselves.

This is a lesson to all advertisers, that all campaigns are not the same. This is why it is necessary for you to create your own campaign, run your own tests and let your data help you create the best campaign that works for you. 

Two campaigns – created by two different advertisers – will never be the same.

One thing that I realised in this campaign, was that there were a lot of people who added the product to cart, initiated checkout but did not purchase. 

So in addition to my existing campaigns, I first created a custom audience of everyone who added the product to cart. 

I then retargeted that custom audience by setting up a retargeting ad campaign, where I targeted all the people who added the product to cart or initiated checkout, and served them a retargeted ad to tempt them to complete their purchase by offering a discount.

In hindsight, I should have excluded everyone who bought an item, since that would have made the audience a little more targeted and prevent the buyers who bought the item at full price, from seeing the discounted offer. 

Pro tip: Always make sure that you set up retarget ads in your campaigns. Not everyone who sees your ad the first time, will make a purchase. 

According to the sales statistics, it takes someone at least 7-12 touches, before they make a purchase. Make sure that your retarget ad is seen by your retarget audience multiple times to remind them to buy, but also to tempt them in some way to complete their order. 

The results achieved during this eCommerce campaign

With the conversion campaign which went straight to the product page for the sale, here is what the results looked like.

You will see from the image, that $3647.05 in ad spend, generated $8962.81 in revenue. Which was an ROI of 245.7%. 

However, take a look at what happened when I implemented a retarget ad campaign.

$1369.23 in ad spend, generated $10,600.27 in revenue which was a whopping ROI of 774.2%. That is why, it is so important to always implement retargeting in your Facebook ad campaigns.

What could I have done better in this ecCommerce ad campaign 

 As I look back now, I realise that I waited too long to change the ad images to prevent it from being exhausted. 

If an ad has a frequency of 3x or more, it means that your audience is seeing that ad too many times, and they may become immune to it. 

When they become immune to the ad, they skip over it and do not engage with it. 

In this campaign, to increase conversions on the retargeting campaign, I realised I missed opportunities for refreshing the ad creatives. 

Moving forward and in other eCommerce campaigns, I will take this into account and refresh ad creatives more frequently. 

Wrapping Up

Overall this was a very successful campaign, achieving $19563.08 from an ad spend of $6308.87.

The one thing that had a very high return on investment, was setting up the retargeting ads. 

As an eCommerce owner, if you are thinking of setting up ads yourself, always set up your retarget ads immediately, even if you have very little data. 

You can see from this ad campaign, that the retarget ad campaign performed so much better, than a direct ad to sale. 

This is because with a direct ad to sale you are serving ads to a cold audience. Retarget ads serve ads to an audience that has already interacted with your brand (your warm audience), making it so much easier to convert that audience and therefore driving down your overall ad costs. 

Another thing that’s important to mention is that, my client’s campaign was successful because she sold a product that people wanted. 

This is why it is important to validate your product, before you invest a lot of money into it. No matter how good your ads are, if the marketplace does not want to buy your product, it simply will not sell. 

Need help with your Facebook ads? Click here for more information about how I can help your business.  

What do you think about the results? Do you have any questions? Leave a comment below.

Cheers

The post How To Generate $19563.08 In Revenue from a $6308.87 Ad Spend With Facebook Ads appeared first on I Am Dawn-Marie.

As a dental clinic you know that in order to stay relevant and to stay at the top of mind of your patient’s and prospective patients, you should at least have a dental clinic social media strategy.

But if you don’t understand what type of content will create engagement to help you get seen by more of your followers, then I get that you may not know what type of dental facebook post ideas to create. 

In this blog post, I am going to help you as the dentist, create your own dental social media campaigns, so you can get some inspiration for your dental Facebook and Instagram post ideas. 

I am also going to show you simple hacks on how to find inspiration for your dental social media campaigns, so you are never at a loss for what type of content to create on your social media, to keep your followers engaged. 

Here’s what you will learn: 

• Why social media is important for dental clinics
• What you should know about Facebook and Instagram before you create your dental clinic social media strategy
• Dental Facebook and Instagram post ideas 
• Dental clinic social media strategy for acquiring patients

Why Social Media is Important for Dental Clinics

Social media are channels that allow you to create and share content and information to users that interact and engage with the platform. Social channels are channels where people come together to network and meet virtually, like Facebook, Instagram, LinkedIn, YouTube, Pinterest, Snapchat. 

These channels are websites and they attract a large number of people to them every month. 

For example, Facebook.com is a website that has over 25 billion visitors to their website each month. 

Pinterest.com is a website that has over 1 billion visitors to their website each month.

Instagram.com is a website that has over 5 billions visitors to their website each month. 

With a website that has so many visitors where they are all interested in specific topics, it’s a haven for any business owner to create content and share it there and this is the reason why dentists as business owners, need to show up on these social media websites too. 

These social media channels, allow business owners to create dedicated pages and profiles for their own business and then engage with the people who spend time on the channel. 

As this is the case, if dental clinics want to have a presence on these social media channels, they should also create their own pages and profiles, so they can engage with people who interact with the social media channels. This is one way that dental clinics can use social media marketing to promote their products and services to the people that frequent these channels. 

If you do not have a social media presence as a dental clinic, then you are missing out on a huge share in the market since this is how most businesses are being found and staying relevant to people that matter to their business. 

What You Should Know About Facebook and Instagram Before You Create Your Dental Clinic Social Media Strategy

If you do already have a social media presence then you’ve taken the right step for your dental practice. 

Maybe you’ve decided to use Facebook and Instagram as the tools for your social media marketing strategy.

Many dental clinics create Facebook business pages and Instagram accounts but don’t quite know how to make the most out of them. 

Before you start posting content to these platforms here are a few things you should know, to help you manage your expectations about the effect they can have on your practice as well as understand how to use them. 

Posting frequency matters little

You might think to yourself that you should be posting as often as you can on Facebook to reach your followers. 

Well after looking at the stats, posting frequency matters very little since posting as many times as you can, actually has very little effect on your engagement. 

According to Buffer, an app for managing social media accounts, posting twice per day at most is best before likes and comments drop off dramatically.

Therefore it’s not so much how often you post that matters if you’re trying to reach as many of your followers, but rather what you post, that can drive the most engagement. 

Content types matter the most 

The type of content you create on Facebook is very important as a dental clinic. 

You should always be thinking about what the follower wants to see and what type of posts will help your followers engage and interact with your posts. 

According to Facebook, when you share content that is meaningful and relevant to people, they are more likely to share it and thus increase engagement on your Facebook page.

In this blog post I have shared some examples of Facebook and Instagram posts you can create for your dental clinic to help you improve your engagement. Before sure to check it out.

Live video is a must for your social media strategy

This might be a difficult one for you to accept since many people are nervous about using video as part of their marketing strategy. 

Whilst video is great for boosting engagement and helping people get to know more about you and your dental practice, Facebook has introduced Live Video which is an excellent way for your followers to interact with you live, helping you create a connection with them. 

You want to be memorable in your follower’s eyes. 

And to create that connection so you as a dental practice can build relationships and a community with your followers, Facebook wants you to use Live video more often. 

It says, “Live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.” So if you are not using Live video as a dental practice, consider queuing this in your social media strategy and go Live from time to time. 

Facebook and Instagram organic reach is dead

You may be posting as many times as you can on Facebook and you might be losing encouragement to do so, because you’re not getting engagement as you thought you would. 

Don’t worry! It’s not your fault. Well not all of it. 

Facebook and Instagram’s organic reach has been in decline for a long time. In fact, less than 2% of your followers will actually see your posts on Facebook and Instagram which will explain why when you create a post, you get very little engagement (likes, comments or shares).

Many businesses have been feeling this pinch for a very long time and have adapted to this reality by using Facebook Ads instead to increase their visibility.

But if you’re not quite ready to use Facebook Ads, be sure to read my post ideas below, for ideas that you can implement on your dental business page to help you improve engagement. 

Remarketing is important 

If you create a promotional post on Facebook for dental implants or invisalign treatment and you create a single post, don’t expect that you will get a response. 

That’s because it takes someone 5-7 times of seeing something, for them to make up their mind that they want it. 

Which is why as a dental clinic and for anyone who manages your dental social media campaigns, you should adopt remarketing as a strategy for increasing patient enquiries. 

What is remarketing? Remarketing is the idea of putting a piece of content that you created for a promotion, back in front of someone who previously engaged with it. 

So if you created a piece of content for an Invisalign open day and they interacted or engaged with that piece of content, you can use your Facebook targeting criteria to tell Facebook to put another relevant piece of content in front of people who previously engaged with your post. 

This option is only available if you are advertising on Facebook, but it is something you should keep in mind when doing promotional campaigns. 

Analytics is there for a reason

Finally use your analytics. Not many dental practice Facebook business page owners and admins, study their page’s analytics. 

The purpose of your analytics is to help you understand how people engage and interact with your post, so you can create more of the same content that produced the highest engagement. 

Navigate to your business page’s analytics and study it to see what type of content people engaged with the most. Did the content give an instruction for people to take action? Was the content type a video, an image or a written post? Was it a story or an offer?

Your analytics stores important information that you should be using as a dental practice, if you intend to master and become successful with your dental social media campaigns.

Dental Facebook and Instagram Post Ideas

Ok, so let’s get to the good stuff. 

In the next few paragraphs I’m going to share with you some dental facebook post ideas and dental instagram post ideas that you can create and how other dental practices have done this on their own business page. 

Run a contest or giveaway 

These are great for engagement as it gets people involved since people love getting free things. 

When posting, you can be strategic about what you post, for example, you may tell people to invite their friends to take part in order to be part of the contest or you can even ask people questions so they can comment below the post. 

When people comment, like or share your post, it gives signals to Facebook that your post is relevant and the algorithm acts in your favour and makes your post more visible. 

Here is how Jamaica Cosmetic Dental Services uses contests and giveaways to boost their visibility in the Facebook newsfeed. 

You don’t need ads to get more visible. You just need to be a bit creative. 

If you are using contests or giveaways for your dental social media campaign, you should know that Facebook does not encourage business pages that repeatedly use these types of engagement tactics to boost engagement. 

So be careful how often you do it. You can read more about it here.

Pose a question

Encourage conversation by asking a question or creating a poll.

You can ask how your audience feels about the dentist or even about their weekend plans. When your audience relates to your question and you speak to their interests and needs, they feel encouraged to respond to your posts.

When they respond to your posts, that creates engagement causing your post to show up more on your followers’ newsfeed causing it to be seen more and having the potential to be shared more.

Share testimonials

Nothing is more exciting and uplifting when people share kind words about your dental practice. 

But the biggest mistake I see dental clinics make when they share patient testimonials is they do so with unsightly before and after photos. 

I get it, you want your audience to know the great job you do at fixing teeth, but not many people react well to seeing before photos of poor teeth and this is why they get so little engagement. 

Instead get your patients to leave reviews and then either screenshot it or create it as your own post. 

Just like Smiles4Oregon did in the below post and they got many more praise when they shared a bit of education on the dental industry. This is an excellent way at building trust with your audience. 

Plus look at the engagement and how many shares they received. Do you think they got a bit more new people to know about them from all those shares? And they didn’t have to use paid ads. 

Another way you can leave testimonials without the before photos of poor smiles is through live video reviews and recommendations. If you’re wary about asking for patient reviews, you can give an incentive to the patient to encourage them to want to take part. 

Celebrate a holiday

Here’s an opportunity to celebrate with your audience by creating posts that celebrate holidays. Whether it’s a national holiday or a trending holiday like Dentists Day or Happy Smiles Day, they are light-hearted ways to share common interests with your audience which can prompt your audience to celebrate and interact with you.

Announce news

What better way to make your followers feel like part of your community than announcing important news about your practice. 

People love congratulating others for achievements or keeping up to date with dental practice developments since it strikes an emotional chord when they can relate and resonate with the post’s story. 

Here is how Riveredge Cosmetic Dentistry used an announcement that one of their employees had qualified as a dental nurse to boost engagement and interaction with their post. 

Here’s another example of where they used a more personal post to announce the news of the birth of the baby of one of their dental nurses.

Look at the engagement received. This goes to show that dental practices do not only need to share before and after photos of treatment to encourage their followers to engage with them. 

Use posts that draw emotion and help your followers connect with you. When you do that, you create engagement which will give you more visibility in the newsfeed without paid ads. 

Share jokes or entertainment

Yes I get it. You’re a dental practice so you should only share dental posts. Wrong!

People are people. They also want to interact with other human beings and see the human side of you. 

Switch off your dentist cap for a moment and think of entertaining posts that you can share that will help people connect with you.

Show off your personality. 

Here is how Guelph Family Dentistry lightened the mood with a bit of entertainment. 

Share a story

You can also share a story of how you started your practice or the history of your practice. This helps to inform your audience about your background so they can get to know you a little better. 

Other stories you can share are charitable or community stories to share your mission and values with your audience. 

Here is an example community post by Winn Smiles Dental Office who created an excellent post to share their values about charity.

Dental Clinic Social Media Strategy for Acquiring Patients

By now you have a few ideas for your organic social media posts to create engagement and get your dental business page found by more people. 

But that’s not all social media is great for. 

Social media is a marketing tool that allows dental clinics the opportunity to reach more people quickly and actually turn them into patients of yours. 

One thing though. You may not be able to do this on a large scale through organic posts and that’s why you can use Facebook and Instagram’s advertising platform to get in front of new potential patients who may not have heard about you before. 

For dental clinics looking to acquire more patients, here’s what you can do. 

Create an ad using Facebook Ads Manager (do not boost a post) and target people within a mile radius from your practice. 

Next, create an ad that educates that audience on the benefits of the treatment you are seeking to offer (eg. a video on teeth whitening and how to use it safely). 

Once you have created that ad, create a follow up ad that will target people who have engaged with your first ad and this time create a call to action to invite them to a free consultation for the treatment. 

In my free case study I break down this strategy further with examples, so you can see for yourself how to put one together. 

But it’s important that when you create an ad strategy, that you lead with nurturing and valuable education first as opposed to asking for a direct response to booking a consultation. 

Social media ads are completely different from search engine ads like Google and Microsoft, so you must adopt a different angle altogether. 

Wrapping Up

There you have it. Dental social media posts to help you create your dental social media campaign. 

I showed you some examples of how other dental practices were successfully creating engagement by creating the right posts, which means they were getting more visibility to their business page. 

I also shared a strategy for your social media ad campaigns. 

If you would like to know how cosmetic dentists are getting more patients in the chair using Facebook and Instagram ads, you can go here to check it out now or if you’d like to jump on a no-obligation strategy call where I share some ideas with you for your dental practice, click here.

The post Social Media Content for Dentists To Create Your Dental Social Media Campaigns appeared first on I Am Dawn-Marie.