“It’s time to get excited about orthodontics!”
Let’s face it: Sometimes, marketing for orthodontists can be a hard sell.
On the one hand, you’ve got kids and teens who aren’t always thrilled about the prospect of getting braces. On the other, you have adults. Sure, they can benefit from orthodontic care. But a lot of them think, “I’ve gotten this far without it. Why worry about it now?”
Needless to say, there’s a lot the average person doesn’t know about orthodontic care. And part of good orthodontist marketing is educating potential patients. That builds trust so they’ll visit your office for the first time and see what you have to offer.
How can you get there? The key is getting them interested.
But that doesn’t always mean getting them interested in orthodontics.
After all, people are only interested in what they’re interested in. If they’re already Googling topics related to orthodontics, it means they have a question or problem they know you can solve.
But lots of prospective patients haven’t reached that point yet. That doesn’t mean you can’t lay the foundation for them to become patients when they – or their younger family members – need an orthodontist. It simply means you have to meet them where they are.
Sometimes, the best orthodontist marketing has nothing to do with orthodontics.
Strike the right balance and you can find yourself with an enthusiastic (and lucrative) following. At the same time, you’ll get more engagement – “likes,” comments, and follows – that shows you when your audience is leaning forward and listening to what you say.
Let’s check in on some amazing ways to cut through the clutter and get attention.
1. Encourage User-Generated Content
“User-generated content” is a dry way to say something that could be the most fun you’ll ever have with your patients – and it can be easy to set up and use, too.
The iconic example of user-generated content is a photo contest. It’s easy to promote a contest on social media and you can get plenty of entries in a short period of time.
People love to show off their creativity, and it helps that most of them are always carrying a camera in their pocket. Come up with a clever theme for your photo contest and it is bound to get attention. It might even get picked up by the evening news.
But how can you be sure you’re getting local entries – in essence, real potential customers?
Tag your followers or add a branded hashtag to get attention from those already on the social platform. Use in-office communication like a brochure or a pre-recorded video to let visitors to your office know. And, of course, reserve the top prizes for current patients so they’re extra likely to get involved.
2. Consider a Daily Trivia Contest
Consistency is king when it comes to the world of social media.
That’s especially true on fast-moving platforms like Twitter. Things scroll by so quickly, that you could have only seconds for content to gain traction. That leaves Central Florida business owners with two options:
- Post constantly and hope you’ll be active at the perfect moment
- Entice your followers by making checking back with you a habit
Organic reach, your ability to reach your own followers with your social media message, is in decline. The easy way to make sure people will always hear what you have to say is to motivate them to check with you every day. And a fun contest or giveaway may be the ideal way to do just that.
Orthodontists have had huge success with trivia contests where to be entered for the prize, a person needs to answer questions each day for a week. You might offer a puzzle built around the right answers that needs to be solved at the end. Even simple crosswords can be very compelling.
Depending on the average age of your patients and your brand positioning, you can spice up your daily contests so they speak directly to your audience. Over time, this gives people opportunities to engage with your brand and learn what you can do for them, even when orthodontics isn’t on their minds.
3. Have Fun with Video Content
Video storytelling helps you build trust with future patients and maintain your relationship with current ones between visits. Video is the next best thing to being there – used right, it can give your audience a real insight into your personality. And there are so many fun ways to get into it, too.
You might use polished, professional video storytelling to weave a tale about why you decided to go into orthodontics, what makes it important to you, and how your approach is different. Or you can introduce your team with a tour of the office using a “behind the scenes” angle and your regular cell phone.
TikTok marketing for orthodontists is taking off in a big way, but there’s still time to get on the ground floor. Your colleagues from all over Florida are learning that people are much more likely to remember the orthodontist who hosts a video dance party than the one who posts text-only blogs.
Video content may seem like a lot, but a Central Florida marketing agency can provide the technology and coaching you need to get off to a great start.
4. Leverage the Power of Tangential Content
Tangential content is content not directly related to orthodontics that’s still tailored for your intended audience. It expands your content marketing so that people who arrive to read about orthodontic care have reasons to stay on your website, follow your social media, and join your mailing list.
Social media amplifies your tangential content like nothing else around.
Working mostly with families? Snippets of videos suggesting the best amenities in the local area – like amusement parks, pizzerias, and the rest – make perfect tangential content. Plus, that opens the door for collaboration with other small business owners.
5. Break into Geocaching
Geocaching is an exciting hobby where adventurers look for “buried treasure” in their own neighborhood using GPS coordinates. It’s a wonderful way to have fun in the outdoors, and you can also use it as part of social media marketing.
Kids and teens love to go on treasure hunts. You can leave caches of themed treasure behind in your local area or post your own explorations. Every time you find a geocache, you have the opportunity to leave something behind. A branded toy, photo, or toothbrush can make a big impression.
Take Your Orthodontist Marketing to Another Level with Compelling Social Media
Do you worry that you just don’t “get” social media? Even if you haven’t seen business value yet – or haven’t tried it at all – it’s not too late to get started. The right Central Florida marketing agency will accelerate your results without reinventing the wheel.
Contact New York Ave to learn more about orthodontist marketing that really makes a difference.