One of the most important factors for patients when choosing a dentist is trust. When people trust you, not only will they be more likely to choose you to be their dentist, they will also trust your care recommendations and accept your treatment plans more easily once they become patients.
Years ago, trust was built based with word-of-mouth recommendations. Although word-of-mouth referrals still happen today, dentists can build trust with many more patients through effective Facebook marketing. And the single best way to do that is through video.
Video is huge on Facebook. Video shows people who you and your practice are. Videos with you in them allow people to see you and hear your voice. It allows you to show people your personality. It allows people to get to know your staff and your office from the comfort of their own home. It builds trust far more effectively than a written post or even an image.
Additionally, Facebook’s algorithm favors videos, so video posting can get you in front of more people because the time people spend watching videos tells Facebook even more about them than what they like, comment on, or share. Although people sometimes like, comment, or share something because it was posted by a friend—even if they’re not interested in the post—they rarely watch an entire video if they don’t genuinely like it. Because of that, when someone watches a video on Facebook, Facebook sees that video as something people are genuinely interested in and will show it to more people.
If you’re not using video on Facebook, you’re missing a big opportunity. Here are three simple ways to use video to grow your practice on Facebook:
1. Post short video testimonials.
It’s one thing to say or write that you have an amazing practice. It’s even more amazing to post a video of a patient glowing about the incredible experience they just had in your practice. When someone sees and hears an actual patient gushing about how they can’t wait until their next dental appointment with you, viewers will want to be that happy leaving their next dental appointment and will see your practice as the place to go for that feeling!
The video doesn’t have to be professionally produced. In fact, recording it with a cell phone and posting it on your page is the best way to show people the testimonial is real. You can even do it as a live video from your phone if you prefer, which Facebook loves.
In our practice, after treating our patients to a WOW experience, our hygienist will ask patients how their experience was. We do this to get feedback on our practice and constantly improve.
Because we so intentionally treat our patients like the VIPs they are, their response is usually that it was great. We ask about specific parts of their experience, like the hand massages, gourmet coffees and teas, and our commitment to timely service. Again, they almost without fail gush about that. The most common response from our patients is they’ve never had that great an experience at the dentist before. We explain that so many people are fearful of the dentist, so we appreciate that feedback. We then sometimes ask people if they’d be willing to share their experience in a video for us to use on Facebook to let those fearful patients know that our practice is different.
2. Post video tours of your office.
If your office is amazing, take a video tour and let people know. When we do this, people see the iPads, gourmet coffees and teas, towel warmers, and more. It shows viewers how well we treat our patients. It helps them imagine themselves being treated that way at the dentist. It lets them know our practice is different.
You can do the same, too. Grab your cell phone and record videos of your office for your Facebook page. You can do a tour of your entire office, or record multiple videos showing people small parts of your office, talking about one thing that makes your office experience different per video.
3. Post videos about your practice policies and promotions.
Video is a great way to let people know about your business policies or promotions. For example, our practice offers our patients an on-time guarantee that guarantees that our patients will be seated within fifteen minutes of their appointment time or their next exam is free.
In your practice, you or one of your outgoing team members could record videos about policies that make you unique, promotions you’re doing for new patients, payment options to make dental care more affordable, and more. Let your current and future patients connect with your policies and promotions by hearing it straight from you or one of your team members. This creates a personal, emotional connection between your patients and the policies and promotions that make your practice amazing.
Get started with video today!
By posting video content to Facebook, in addition to text and image posts, your content will stand out and make deeper connections to your audience. It also allows you to take advantage of Facebook’s love for video content to build organic momentum in addition to your paid reach.
By posting videos with testimonials, tours, promotions, or policy explanations, you’ll make more emotional connections with your audience, who will see your passion and feel your excitement about dentistry.
If you want to learn more about how you can use video to grow your practice on Facebook, can check out my Facebook Mastery course, Facebook Mastery Bootcamp, or sign up for a trial membership to the Delivering WOW U membership community, where I teach dentists the latest practice-growth techniques, and share resources, social media images, business templates, and more.