Orthotown March 2021 - 56

" For Facebook Live videos, only trial-and-error
will determine what the people in your area are
most interested in, but a good starting point
is providing the information that a new patient
would get in a new-patient consultation. "

*	 Build brand awareness, so people
will think of you when considering
treatment in the future.
*	 Generate leads: people who'll take
action right now.
Ideally you can do both, but budgets
don't always allow for that. If you need
return on investment now, focus on the
lead-generation approach, which ideally
incorporates an offer as well as a very
clear call to action (CTA), such as, " Free
virtual consultation and $750 off treatment:
Book now! "
The types of ads that work best on social
platforms are videos and static images. Here
are some tips to get you started:
Video ads: A 30- to 45-second video
montage of patients and orthodontist(s)
with background music and text overlay.
Something like:
*	 Slide 1: Ready for a new smile?
*	 Slide 2: Book a free virtual consultation and get $750 off Invisalign.
*	 Slide 3: Send us a selfie. We'll send
you a treatment plan!
*	 Slide 4: Book online today! (With
practice logo.)

56

Static images:
*	 Use some stock images in addition
to actual practice content. This is
a great way to test whether or not
your practice content resonates
with your market. 
*	 Be sure to include a text overlay
indicating the offer.
When it comes to paid social, you
want to always have around four different
creatives going at once-you're testing to
see what resonates with your audience. Test
video versus static, stock imagery versus
actual practice photos, and as you track
the performance, replace underperforming
creative with new variations. Always maintain
a healthy amount of variations and refreshed
content. 

Virtual-consultation widget
Having a virtual consultation on your
website won't increase traffic to your website,
but it will likely improve your website
conversion rate.
Paid ads and other promotional efforts
are how you drive traffic to your website or
various landing pages. Once the traffic is

on the site, you need to have mechanisms
in place to ensure your website converts
the traffic into a lead, in the form of a
click-to-call, text, email or " contact us "
form submission.
Adding a virtual-consultation widget to
your website provides another opportunity to
convert traffic. It's important to distinguish
the difference between the virtual consultation in terms of facilitating a consultation
online and the virtual-consultation widget
as a marketing tool!

Conclusion
For your 2021 marketing planning,
consider a balance of marketing channels,
" lead gen " versus brand awareness campaigns
and, most importantly, identify your goals
in relation to your budget.
Start with setting the goal, then work
backward with the aim to launch two new
tactics per month. Along the way, some will
never get off the ground and others will fail,
but by the end of the year you will have
tried 24 different tactics, and five to seven
of those should be slam-dunk campaigns to
continue through the next year. n

MARCH 2021 // orthotown.com

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2/25/21 2:47 PM
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Orthotown March 2021

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