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Social Media Marketing Part II
Jarod W. Johnson, D.D.S.
Disclosures
I have no financial disclosures.
Buyer’s Journey
Business Hours
8-5
Website is available 24/7
A large portion of traffic is
after business hours
Awareness
Consideration
Decision
Brand Identity
How people recognize your business
Credibility and trust
Advertising
New and Existing Customers
Identity
Logo
Values
Emotions
Mission Statement
Logo
Graphic Designer
Marketing Company
Crowd Source or Outsource
99Designs
Fiverr
Upwork
Freelancer
Define who you are:
What is the history of my brand and company?
What unique benefits does my product/service offer?
What materials are my products/services crafted from?
How is my product/service created?
What unique experience does my brand offer to people?
Canva: Brand
Brand Values
Cathy Jameson PhD
If a person is allowed to be a part of a decision making
process, they will be more likely to buy in.
Exercise
Individually write down values that are imperative to the
practice
Breakdown and compare lists
Cross out words that do not match (doesn’t mean they aren’t
great)
Continue breaking down the words until you have 2-5
Incorporate values into mission statement.
Values
Canva: Values
Canva: Emotions
Discussion Questions
1. What can our practice do – what do we want to achieve?
2. How can we do it?
3. Whom do we do it for?
4. What value are we bringing?
5. In three sentences or less, write a draft of the overall mission of your partnership below:
Mission Statement
We are committed to care for your family’s oral
health with an emphasis on children from birth
through adolescence. Our focus on education
and prevention allows us to provide parents and
children with the skill set and knowledge to
properly care for their mouth.
Who is your ideal customer?
Buyer Persona
Your Ideal Customer
Help Design Communication
Content
Relatable Message
More Conversions!
Buyer Persona
Background
Demographics
What do they do?
What questions are they asking?
This Photo by Unknown Author is licensed under CC BY-SA
Why visit
you?
Job Title: Digital Marketing Analyst
Age: 32
Income: $52,000
Positioning Factors
Examples: Pediatric Dentist, Treatments offered (sedation, frenectomies, SDF, zirconia
crowns, behavior management), boutique office, additional training, location/office
hours.
What makes a Factor?
So what?
Right on?
Membership in Professional Organization
Positioning Factors
Board Certified Pediatric Dentist
Local Community Involvement
Adjunct Assisting Professor at the
University of Iowa
Privileges at Trinity Muscatine
AAPD Speaker’s Bureau
Buyer Persona
List a factor Board Certified Pediatric Dentist
What is the advantage to Molly? Shows Credibility
What is the benefit to Molly? Trust her infant’s care with the dentist
Consider
What led to the situation?
What are they
Seeing
Feeling
Thinking
Hearing
Saying
Awareness Stage Questions
When should I take my child to the dentist?
When will my child get his/her first tooth?
Are baby teeth important?
Will a pacifier harm my child’s teeth?
When do I start using toothpaste?
How do I clean my child’s teeth?
What type of toothbrush is best for infants?
What are the dark spots on my child’s teeth?
What will the dentist do at the first visit?
Does nursing cause cavities?
Awareness
Consideration
Decision
Consideration Stage Questions
Which dentist is good with kids?
Do I know anyone who can refer me to a dentist?
Does the dentist have good online reviews?
Is it worth going in when my child is so young?
How easy is it to get an appointment?
What other dentists can I take my child to?
Is the price like other dentists?
Awareness
Consideration
Decision
Decision Stage Questions
What will it cost?
What does my insurance cover?
Are you in network with my insurance?
How do I schedule an appointment?
How long does the appointment take?
What is the value in having my child seen?
What will happen at the appointment?
Awareness
Consideration
Decision
“A keyword, or a focus keyword as some call it, is
a word that describes the content on your page or
post best. It’s the search term that you want to
rank for with a certain page. So when people
search for that keyword or phrase in Google or
other search engines, they should find that page
on your website.” – Yoast SEO
Keywords
Google Keywords/Keyword Planner
Keyword Tool
Moz Keyword
Soovle
Answer the Public
ahrefs
Blog Posts
Blog! Blog! Blog!
Written
Video
Pictures (ie Infographic)
1-2 Blog Posts per Month
Write for what a potential client may Google!
Use Identified Keywords
FAQs (3 questions)
Optimize Blog Posts
Yoast SEO
RankMath
SEMrush
Ahrefs
SEOPress
This Photo by Unknown Author is licensed under CC BY-SA-NC
Vlogging
“A video blog or video log, usually shortened to vlog /vlɒɡ/, is a
form of blog for which the medium is video, and is a form of web
television. Vlog entries often combine embedded video (or a video
link) with supporting text, images, and other metadata. Entries can
be recorded in one take or cut into multiple parts.” - Wikipedia
Outscoring Blog Posts
Verify Accuracy of the Posts
Correct Information that is Incorrect
Check for plagiarism
Copy and paste short bits of text into Google.
Use plagiarism checking software
Use Your Blog Posts
Uses
Social Media Posts
Newsletters
Email Software
Mailchimp (Design)
Constant Contact (Design)
Practice Management Software
Use PMS
HIPAA
Use PMS if possible
Company that has a BAA
Capture Emails outside of registration
Contest
Opt in for a Coupon
Kids activates (brushing chart, coloring pages, social story)
Social Content
80% 20%
SalesFun
Create Leads
Phone Number Click
Contact Us (make them fill out a form or call!)
Schedule an Appointment
Pop Up Conversion (Carrot)
Coloring Page
Snack Guide
Infographic
Discount
Leads at Events
Create a Form
Website
Google Form
Give away something in order to collect email or phone
Use a Tablet, Laptop, or other service (ie texting) to collect contact information
Reviews
Identify Review Platforms
Yelp
Yahoo
Healthgrades
Claim Your Pages
What is wrong with my description?
We are committed to care for your family's oral health with an emphasis on children from
birth through adolescence. Our focus on education and prevention allows us to provide
parents and children with the skill set and knowledge to properly care for their mouth.
Arctic Dental is run by Dr. Jarod Johnson. Dr. Jarod earned his Bachelor of Science in
Biomedical Engineering from The University of Iowa in 2009, and his Doctor of Dental
Surgery from The University of Iowa in 2013. He is currently a post-graduate student at The
University of Nevada, Las Vegas, School of Dental Medicine working towards a Certificate
in Pediatric Dentistry.
Review Generation Software
Podium
Birdeye
YAPI InstaReview
Practice Management Software
Consider
Asking for Reviews
In person
Texts
Respond to positive reviews
Samples
Thank you so much Amy for such a stellar review.
Thanks for the awesome encouragement in your review. It really keeps us motivated to do
our best
Thanks for taking the time to write about our practice
That's such a great way to think about our office! Customer service is a core tenant of
what we try to do at Storybook Smiles.
Thanks for taking the time to give us a 5 star review.
Thank you Emily for leaving such a thorough and wonderful review.
Don'ts
Practice Gating
Pay for Reviews
Respond Immediately to Negative Reviews
Respond to all Negative Reviews Online
Referrals
FrontOfficeRocks
Care to Share Cards
Place on the outside of hygiene bag
Remind staff to ask for referrals
“Do you know anyone who could use our help?”
“How did things go for you today?”
Scripts to give cards to those that have insurance that
the office is trying to build
Can make them in Canva
Types of Posts
Organic Posts
Curated Content
Interactive Posts
Posts from Clients
Make a Schedule
Monthly Calendar
Days
Plan
Don’t Snooze!
Analyze Performance
Google Analytics
Individual Posts
Likes
Shares
Comments
Paid Reach
Google Analytics
Acquisition – Social –
Overview
Conversions
Facebook Pixel
Setup Facebook Pixel
Measure Cross-Device Interactions
Optimize delivery to potential clients
Create custom audiences
Learn about website traffic
Social Media Posts
Friends
Family
Fun
Photos
Videos
“Fake”
Engaging Your Fans
Check In at their visit
Like Page
Post Photos while at your office
Posts don’t get many views
Facebook algorithm prioritizes friends, family
You will have to Spend Money
Facebook Budget
$150-$300 per Month
$2-5 per day for awareness
Remaining in Boosts
$15-50 per boost
Targeted
How Should I Spend It?
Create Buckets
People who like your page
People who like your page and their friends
People who live in your area with targeted interests
Competitors
People who work for targeted employers
Video views > 3 seconds
Facebook Pixel
Market to
your Buyer
Persona!
Cross Post to Platforms
Instagram can connect to multiple platforms:
Tumblr
Consider Platforms
Hootsuite
Buffer
Others
Hashtags
Hashtagify.me
Buzzsumo
iPhone/Android Apps
Marketing on a Budget
Canva
Promo
Fiverr
Selfie Stick
Tripod
Osmo*
Canva
Fiverr
Promo
Smart Phone
Osmo Pocket
Tripod
Selfie Stick
Video Editing
iMovie
Movavi Video Suite
Apps
Magisto – Android/Apple
Soapbox – Chrome
Music – Youtube Music Library
