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“Help! I am starting a new job at a small, 10-person dental practice. They brought me on to be the receptionist and grow the business. This is a little bit daunting to someone with very little experience in marketing. The question is, where do I start?”
This happens more often than you think. Younger employees are given social media responsibility and marketing work even though they have no background or training in it. Kimberly A. Kalista, an experienced marketing strategist consultant in northeast Ohio, gave guidance for new employees hired and assigned marketing tasks.
In marketing, you need to ramp up your digital presence. The first stop is to figure out who your audience is and make sure you have a content management strategy in place for each platform. For these purposes, let’s focus on an adult dental practice that is 10 years old and wants to keep growing.
Here are some ideas regarding social media channels to get you started.
Traditional marketing methods for new business development.
When it comes to your social channels, it is critical to plan your content in advance as well as establish a response strategy for social monitoring. When someone responds to a post or has a question, you need a designated response online and offline via private message. If they had a good experience at your practice, ask them to write a review. If there is a negative comment, address it immediately and see how you can turn it into a positive. Typical response times are within 24-48 hours of a posting. Yelp is now getting into the healthcare market, so this is another platform you need to monitor for user reviews.
There is a science behind marketing that professionals have been trained and educated in. Hiring an expert is always an option, but if the budget isn’t available, try some of these ideas and start thinking outside of the box. Just telling a new employee to create social media posts for your practice is not going to generate the results you are hoping for unless you have a strategy behind it. Make sure the employee creating social media content works with your office IT person. See if there are workshops that you can send them to. Libraries are a good place to find out about training opportunities. These are just some ways to start building your practice’s reputation and to grow your business.
Email me at firstname.lastname@example.org to share your social media strategies and new business development ideas that have worked for your practice.