Use Acuity Scheduling To Significantly Improve Paid Ad Conversions
The quest for new dental patients is not an easy one and typically takes time, effort and investment to do successfully. One of the main tools for gaining new patients and keeping treatment books full, is the use of social media advertising; but is has to be done well to ensure it pays back sustainably.
Whilst still an excellent way to promote a dental practice, it should be noted that social media advertising for dentists is becoming increasingly competitive, with agencies trying various new techniques to make sure their clients stay ahead of the pack.
Today we’ll take a closer look at one of the ways you can make a difference with your own social media advertising and how to make it as easy as possible for potential new patients to book consultations with you directly on-line. This could be in the form or registering for an open day or simply booking into pre-defined slots in a clinician’s schedule.
The tool we’ll discuss is ‘Acuity Scheduling’ but before we get into the details, let’s quickly recap on the basics of the social media ads process.
Social media ads and landing pages
This is actually quite an involved process and takes a long time to learn all of the facets and to gain the experience needed to be successful. It’s not really something to be tried ‘DIY’ and will usually involve employing an expert freelancer or agency to take on the task on your behalf.
In a nutshell, you pay Facebook to allow you to deploy a suite of ads across the Facebook and Instagram platforms. These ads are built to be as engaging as possible and are typically configured to advertise different types of treatments e.g. Invisalign, dental implants and so forth.
Unlike advertising in Google, social media ads can incorporate images as well as text and there is a whole science behind the best ways to do this. When a user clicks on the ad in their news feed, they are typically directed to a landing page – this provides more details about the treatment, its benefits and also any offer to encourage uptake. The landing page must be optimised to ensure the best chance of the user contacting you; a process generically known as engagement.
The key objective for a dentist is to secure new patient registrations or booking of a treatment and so the landing page(s) will be tuned to achieve just that. We need to remember that users are, on the whole, quite fickle and unless you grab their attention very quickly and also provide an easy way for them to interact with you, they will very quickly look elsewhere.