It\u2019s very difficult to escape the huge range of ads dentists are using on social media to advertise Invisalign at the moment. Wherever you look, whether it\u2019s on Facebook, Instagram and even more recently, TikTok, there will likely be Invisalign ads in your feed at some point.<\/p>\n
This is because social media ads are a proven way to get your treatment offer in front of tens of thousands of people very quickly and then with some focused effort on following-up the leads which result, book some very meaningful consultations and treatments.<\/p>\n
However, whilst this sounds easy to achieve, far too many dentists are failing at the point where the enquiries need to be converted from relatively \u2018cold\u2019 leads into lucrative new treatments.<\/p>\n
So what\u2019s going wrong and why do more fail with social ads than actually succeed?<\/p>\n
In this blog we\u2019ll review the types of leads you\u2019ll receive from social media compared to other sources, discuss conversion rates and importantly, what you and your team need to do to make sure your lead follow-up process is effective as possible.<\/p>\n
This is perhaps the most important thing to understand before embarking on a dental social ads campaign. These types of ads are presented to people who are essentially engaged in a social activity; communicating with friends or family, posting photographs etc. Those folk are not really searching for products or services as they would be with intent on Google for example, so the resulting enquiries are generally quite a lot more speculative. However, that doesn\u2019t mean that they are pointless; on the contrary, there will be some real \u201cgolden nuggets\u201d in there which are well-worth following up. Please see my earlier blog comparing dental social ads to Google Ads for more information.<\/p>\n
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Let\u2019s begin by saying that even the best social ad campaigns for dentists<\/a> achieve a conversion rate of around 12-15% and that\u2019s the number of people actually attending for a consultation, not the final number having treatment. Many campaigns achieve less than this, around the 8-10% mark, even with proactive follow-up and a reasonably compelling treatment offer. That\u2019s a lot of leads which come to nothing and many of those folk won\u2019t even answer their \u2018phone when called.<\/p>\n If you and your team don\u2019t realise this before you start, then frustration can easily result. To be completely transparent, whilst we\u2019ve had a lot of success as an agency with dental ads, we\u2019ve also experienced a few clients who\u2019ve quit early because they haven\u2019t had the resource or willing to follow-up on the leads. Unlike many agencies who still advertise social advertising as a quick and easy win, I much prefer to explain the pros and cons and what to expect \u2013 so you need to be prepared and realistic before you begin. One of my team drew the analogy with ‘panning for gold’ \u2013 you have to shift quite a lot of rubble before reaching the gold nuggets.<\/p>\n Having established the need for discipline and determination when sorting the wheat from the chaff, what are the systems successful practices have in place for converting social media enquiries?<\/p>\nThe systems you need to make social media lead conversion successful<\/h3>\n
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Summary<\/h3>\n