Instagram has evolved, and there are three key strategies to know if you want to achieve better results, create more effective, higher converting, and more profitable social media marketing campaigns for your dental practice. This blog post will guide you through a proven process called confirm, connect, convert, and explain the importance of understanding your audience and algorithms, as well as the concept of attention arbitrage.
Confirm, Connect, Convert
Confirm
Think of your Instagram account as a mini website for your dental practice, designed to do three very specific things in a specific order. First, confirm that visitors to your bio, viewers of your content, and engagers of your feed know they’re in the right place and are crystal clear on exactly what you offer and who you serve. Optimize your bio for conversions by clearly stating what you do and why you’re worth following. Ensure your name and title are clear and easy to understand. Use high-quality images for your profile picture and prioritize important links in your bio.
Connect
Connect with your audience in two ways. First, strategically post your content at optimal times. According to research, the best times to post are:
- Mondays from 10:00 a.m. to noon
- Tuesdays from 9:00 a.m. to 1:00 p.m.
- Wednesdays from 10:00 a.m. to 1:00 p.m.
- Fridays from 9:00 to 11:00 a.m.
The best days to post are Tuesdays and Wednesdays, while Sunday appears to be the least effective day. Tailor these times to your target audience’s local time zone and refine them using your Instagram analytics to find when your audience is most active.
Second, use Instagram to engage directly with people. Authenticity and engagement are crucial for building a strong online presence. Respond to each comment manually if possible, or use automation software if your inbox is overflowing. Genuine conversations are the gateway to building a bigger and better practice.
Convert
After confirming and connecting, move on to converting. This involves shifting patient inquiries and conversations to direct messages (DMs), where they have a higher likelihood of converting. Use tools to engage users directly through comments or DMs, sending them information automatically. This not only increases engagement but also exposes your content to a broader audience and allows for personalized interactions and follow-up questions, something that’s difficult with traditional bio links.
Audience and Algorithms
Success on social media boils down to two simple things: the audience and the algorithms. Both want content that is interesting, entertaining, educational, or valuable. Creating content that satisfies both will keep your audience engaged and on the platform longer, which in turn benefits the platform.
Creating Viral Content
The secret to creating content that both your audience and the algorithms love is combining two elements: the message (content) and the packaging (presentation). Short-form vertical videos are currently the most effective format across various platforms. Here’s how to create content that captures the hearts, minds, and trust of your potential patients.
In the past, blogging and SEO were key to success, as Google was the primary traffic driver. However, social media platforms have since taken over, changing consumer behavior and content preferences. If Instagram isn’t a key part of your social media strategy, now is the time to pivot.
Attention Arbitrage
Attention arbitrage involves identifying platforms, channels, and media opportunities that offer a disproportionate amount of reach, engagement, and attention compared to others. Instagram, with over two billion monthly active users, is a giant in this space. Your success depends on showing up in the right way with the right kind of content.
Elements of Viral Content
Certain characteristics are common in viral content:
- Emotion: Viral content often delivers an emotional charge, whether positive (awe, excitement, humor) or negative (anger, anxiety). Emotions are powerful drivers in patient engagement.
- Practical Value: People share content that helps others. This makes them feel good by helping someone else out and enhances their reputation through a psychological phenomenon known as the halo effect.
- Triggers: Triggers are stimuli that remind us of related products and ideas. For example, creating content around dental health awareness months or popular health trends can increase engagement and reach.
By understanding and applying these strategies, you can create a powerful Instagram marketing campaign for your dental practice. Focus on confirming your audience, connecting authentically, and converting effectively. Leverage the power of your audience and algorithms, and use attention arbitrage to maximize your reach. Implement these elements in your content to increase your chances of going viral and achieving greater engagement and success on Instagram.