The Authoritative Guide to
Social Media & Drip Marketing for Dentists
“The first time you share tea with a Balti, you are a stranger. The second time you take tea, you are an honored guest. The third time you share a cup of tea, you become family…” – from Three Cups of Tea by Greg Mortenson and David Oliver Relin
Just like the three cups of tea in the story above can easily illustrate how people “get to know” one another, they can also illustrate a basic business concept too – “drip marketing.”
The process of becoming familiar, and also trusted, is the goal of high quality marketing. You introduce yourself in an official and appealing manner, and if you do well you are more than welcome to “visit” or communicate again. After a while, you are a familiar “friend” whose communications are appreciated, trusted, and respected.
Marketing can emulate those sips or drips of tea shared between strangers. You can have that first encounter with new friends, but then you can begin sharing more frequent interactions until you are totally familiar with one another. The key is to keep repeatedly “sharing your tea” in order to allow your newfound acquaintances to develop a real taste for it. It is then that you will have provided them with an adequate set of expectations and a strong level of trust, and they will move forward in your professional relationship.
In other words, if you keep dripping good information and offers for your dental services and products in front of prospective patients (and even with existing patients), you are going to create a relationship based on trust and value. This will result in the “conversion” from prospect to paying patient.
Does this tactic always work?
The National Sales Executive Association (NSEA) found that it can take up to twelve times of contact or communication before a consumer decides to do business with a particular individual or group. This can seem a bit overwhelming to someone who is unfamiliar with drip marketing, but if you are reading this book, you’ve taken a giant step in the right direction towards turning more prospects into paying patients.
It is likely that you’ve done the SEO, created the social networks, added tons of video content to your site, and have articles and blogs frequently updated and submitted to the appropriate directories…now what?
How do you go about touching your prospective four or MORE times?
This book is about all of those additional activities and ideas that anyone striving to successfully market their dental practice must use. What are they? In the next pages we will introduce you to:
- Drip Marketing
- The most effective follow-up tactics
- Social media marketing
- Automation and auto-responders
- Advertising “lures”
While it is quite likely that you will have put to use a basic “marketing guide” for a dental professional, such as “Web 3.0” and even used specialized guides such as those focused on videos, such as “The Dentists’ Strategy Guide to Video Marketing”, this guide is going to really help you complete the process of directing traffic to your office and making conversions.
When finished with this book you will:
- Use Auto-responders to keep continually “dripping” information to prospects in a multitude of ways.
- Use social media to create a true “following” or online community to which you are DIRECTLY speaking/marketing.
- Use Infusionsoft, or another autoresponder, to completely automate all of your postal and/or direct mailing pieces.
- Have a good collection of “advertising lures” that will get patients to respond every time.