Will This Change My View of Social Marketing?

Patient Attraction Episode 589: Will This Change My View of Social Marketing?

 

Hey, hey, hey, today is a great day on the Patient Attraction Podcast. I have a six-pack of whoop-ass in my mini-fridge and I’m going to open up a can on some self-promoting social media marketers today. I LOVE these kinds of podcasts! Stay tuned.

– Hi, Colin Receveur here and today I am going to call BS on some guys whose SEO video blog I follow.

– I don’t want to embarrass them, so I’m not going to name names or link to the blog.

– But I am going to tell you … how should I put this nicely … where they and I differ on the issue of social media marketing.

– Let me start off the bat by questioning the premise of their conversation, that small businesses KNOW they should be doing social media.

– As you have heard in many podcasts about dentists using social media, there is no proven ROI or any PROVABLE ROI on organic social media.

– Your prospects simply aren’t on Facebook, LinkedIn, Twitter, Pinterest, Snapchat or whatever looking for a dentist.

– They are on Google.

– To continue, the guys then make a point I am going to agree with:

– Earning links back to your site is a great way to boost your SEO.

– They go on to say that posting your content on social media is a great way to earn those links.

– That’s another place where they and I might disagree.

– For our clients, we share their content like blog posts via their social media channels because it doesn’t require any extra resources on the part of our client.

– But it is not a big driver of phone calls and new patients.

– It really rewards existing patients who have chosen to follow the practice.

– They also posted so stats that are so ludicrous, I want to share them with you:

-25 million active business pages on Facebook.

– So? That doesn’t mean they drive business.

– 80 percent of small businesses use social media in some way.

– Again, so? That doesn’t mean it drives business.

– 60 percent of businesses say they have acquired A new customer through social media.

– A customer? As in one? Well, I’m sure that was revenue and time well-spent.

– 50 percent of small businesses are using social media to network.

– Again, so? How is that drawing you new patients?

– Finally, they cited a number that I’m not even sure I believe: 46 percent of people online use social media to help with a purchasing decision.

– Here is what the original source material says, “More and more people are checking online for product and brand reviews before parting with their money…”

– So they are talking about online reviews, which I consider a far cry from Facebook, Instagram, etc.

– And we’ve already talked this month about the importance of reviews.

– Then, and I am not making this up, they give the following benefits of using social media:

  1. Distribution.

– This is true. It does broaden your reach to not just the people who come to your site, but people who have chosen to connect with you on social media.

– Maybe some of them will choose to share your blog on the dangers of sleep apnea.

– I’d love to see some ROI numbers on that.

  1. Networking.

– Sure, you might get some ideas from some other docs.

– Why don’t you spend a couple of hours a day hitting up other dentists on Twitter and see if you grow your business.

  1. And I’m serious, this is what they said, “Inspiration.”

– You can use social media to decide what to write about.

– I’m not even going to dignify that.

  1. Accessibility.

– Again, it’s great that people want to reach out to you on social media.

– How much time are you willing to spend being reachable?

– Think that’s good ROI?

– To wrap this up with a neat little bow, be careful of these hucksters who want to sell you their magic beans called social media marketing.

– Thanks, and as always, keep moving forward.




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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.