4. Your Social Media Effort Doesn’t Match Your Practice’s Goals
You may unknowingly be dooming your social media effort to fail by having your practice’s goals and social media content in conflict. For example, if your goal is to simply put butts in chairs and get as many new patients as possible, but you insist on only posting very niche content in an exclusive style, you will likely find that the exposure you get from your posts doesn’t achieve your goals.
Facebook and Instagram are not dental platforms, nor are they search engines. Their targeting capabilities are limited, so you have to manage them in a way that is realistic. If your goal is butts in chairs, then you need to have content that is more broadly appealing and add an incentive of some sort that will prompt more people to act.
If you want to leverage social media to reinforce an exclusive brand just know that the outcome will be harder to measure and isn’t likely to generate an overwhelming response. Of course, you also need to be aware that an off-brand social media campaign can confuse your audience and have a similarly underwhelming response rate. People don’t convert due to confusion or seek out clarification just to see if they may be interested. However, there is one fool-proof way to sabotage your social media marketing success on Facebook and Instagram.