How a Dentist Can Use Facebook Advertising to Generate More Leads

July 24, 2017

Show Notes

In today's episode we dive in and we talk about setting up your funnel starting with:

-  A well targeted Facebook ad

-  A Landing Page

-  A Thank You Page

-  A Follow-up email or phone call


Aaron: [00:00:00] Andit all starts with a landing page, a thank you page, and then some way tofollow up with them whether it's email or phone, and actually prior to all ofthat, it all has to have a traffic source so we'll talk about the ad as well.So we're going to break down each one of these steps inside of the dentistry.


Narrator: [00:00:17] Thisis Marketing Natives, providing actionable ways to grow, improve, and succeed inyour business, and now your hosts, Christian, Aaron, and Franklin.


Franklin: [00:00:31] What'sgoing on, guys? Welcome back to the Marketing Natives, the official podcast ofBitBranding, and today, we are going to be talking about how a dentist can useFacebook advertising to generate more leads. Now I am the photo in the videoguy. That is what I do. It is the lane that I stay in. So I am going to chimein whenever I can and actually give you guys what my tidbits on how I do what Ido in my parts of the advertising, but we have someone here that's going to bethe expert at this.


Christian: [00:01:06] Yeah.Aaron Pearson.


Aaron: [00:01:08] YeahI guess. All right so, before we jump into some of the offers and some of thestrategies we're going to tell you guys about, we want to tell you how to makethis happen, and it all starts with a funnel. So we're going to break down afunnel, and it all starts with a landing page, a thank you page, and then someway to follow up with them whether it's email or phone. And actually prior toall of that, it all has to have a traffic source so we'll talk about the ad aswell. So we're going to break down each one of these steps inside of thedentistry.


Christian: [00:01:40] Yeah,absolutely. So I mean, just to begin here, growing a brand new dental officeis, you know, super challenging especially with healthcare and insuranceindustries changing every single day. So in order to achieve a steady flow ofnew customers, a sales funnel on Facebook is a great, great alternative for youto get that steady flow. And number one thing, like Aaron said, is awell-targeted Facebook ad, and to do this you really need to offer a greatdeal, something that's going to get people interested in your dentist's officeand what we call a lead generation. So the most effective service will besomething like a dental examination. You don't have to do a free dentalexamination. You can just do something that is pretty cheap and then upsellthem once they get there. I mean a lot of people do have other problems withtheir mouth.


Aaron: [00:02:39] Yes.I was going to say that a lot of times you see the dentist twice a year anywayso it's basically like your loss. Later you get them in the door, get dedicatedto your business, but to Christian's point, if you don't give a great deal,Facebook is not a platform where people like to be sold on, but it is wherethey're at. So if you give them a great deal, it will stop them and make themtake action, but you know it's going to make them worth their time basically.


Christian: [00:03:04] Yeah,exactly. So with this great deal, like I said, you know, you want to get- youdon't have to do a free dental examination, but you can do, you know, somethingfor as little as possible exclusively for new patients. That's a key word rightthere. And then once they're there, yeah, try to upsell them into a paidservice such as, you know, a deep cleaning or cavity repairs, something of thesorts. Right. And then another thing with this well-targeted ad, somethingthat- you know, maybe some examples will be brides who are about to get marriedor are maybe someone who's going on vacation and they want their teeth to besuper white.


Franklin: [00:03:45] Sparkly.


Christian: [00:03:45] Sparklingwhite. You know?


Franklin: [00:03:47] Theywant them to be as white as that dress.


Christian: [00:03:50] Imean, that's a great targeted ad. You're being very specific to a verysegmented part of Facebook, of your community, and trying to get people thatway. So the idea here is not to just have one sales funnel working for you butto have multiple ones depending on your targeted audience.


Aaron: [00:04:10] Right,and the main thing to point out with that is to have a different offer. Don'tuse the same offer. So you could do a bridal offer and something specific tolike teeth cleaning, but don't do the same offer for different audiences unlessit makes sense to do so.


Franklin: [00:04:26] Right.


Christian: [00:04:28] Thenext thing would be the landing page.


Aaron: [00:04:30] Allright, and so landing page, we're going to do- we're going to break this downinto two main things. What is a landing page basically? And then some bestpractices. So a landing page is a singular website or singular web page thathas one objective. You want people to either give you the email address. Youwant them to find out more information. Typically it's to capture the emailaddress or phone number so you can follow up with them later, which we're goingto talk about a little bit later on, but the point is that it's separate fromyour website because you don't want all those buttons and social media iconsfor people to click away from it. You want them to take one singular action.


Franklin: [00:05:07] AndI think that the simplicity of a landing page was one of the things that youand I have continued to go back and forth on and, like, practice on, like,nailing down what the best practices for a landing page are. Like, it's wild,but at the same time, it's super simple and really easy to create.


Aaron: [00:05:29] Right.The KISS acronym is probably most prevalent with this one. Keep it super simplebecause people who are on Facebook- it's supposed to be some other acronym.Christian's, like, raising his eyebrows. I'm going to keep this-


Franklin: [00:05:44] PG.


Aaron: [00:05:45] Notnecessarily PG, but just not as demoralizing, I guess. So keep it super simple.Like, we tried all these fancy things, made it look good, and the conversionrates were like 15. We made it super simple, really big buttons, colors werecontrasting, and it converts around 30 percent, and I don't think you reallycare what the page looks like as long as people are given you the emailaddresses. So don't overcomplicated it is what we're saying. So keep it supersimple. Contrasting colors are a good thing. Have a good call to action and beclear about what the offer is. People want to know what they're getting forthat. You can't just say, hey, give us your email address, and we'll, you know,we'll contact you. It needs to be super clear what it is, what the deal and theoffer is, and also make sure that the ad and your landing page are- they looksimilar.


Franklin: [00:06:35] Andthey correspond.


Christian: [00:06:37] Yeah,the image and the page, the text should be very consistent. Even use the sameimage from the ad and incorporate it somehow into the landing page so they knowthat, you know, this is the right page. This is, you know, what I'm expectingreally to see.


Franklin: [00:06:54] Andthen another thing, and this is my last point, is eliminating steps for people.One thing that we cut down on is the amount of fields that they have to plug ininformation and the amount of- the amount of, like, space that there is forscrolling for them to actually scroll through information. That also helps.


Christian: [00:07:12] Yes,it should be a fast, painless experience, and that's it.


Franklin: [00:07:15] Exactly.


Aaron: [00:07:15] Right.And if you don't need their first and last name, phone number, email, whatever.If you just need a first name and an e-mail, do that because the more fieldsyou add, the conversion rate drops dramatically.


Christian: [00:07:27] Andthen the next thing right after a landing page, and a lot of people don't do this,is a thank you page. And you know, after potential future patients fill thislanding page and they click "Yes," and they'll- you want them to beadded automatically to your e-mail list and redirected to this thank you pagewhere there's a few elements in there that you should always have.


Aaron: [00:07:52] Rightso, one of those is a completely different topic, but Google the Facebookpixel. You want to have that on there just because you want to track the peoplewho went to your thank you page and not- or went to your landing page but notyour thank you page because those are people who have spent the time and effortto go there, but they just didn't give you the e-mail address yet. So you wantto track the users so it's lower and it's more targeted and you get a higherconversion rate. Another thing is to give them another page to go to. Send themback to your website or this is a great opportunity for you to upsell them, andmaybe if they sign in or if they refer a friend or maybe if they text in, somethinglike that, you can give them, hey, bring in a friend and we'll, you know, we'llgive you a month free of toothbrushes or something funny. Something that'sgoing to be a great offer. It is different than the offer you have currently,but something that they're going to opt in on and that you may make a fewdollars off of. Maybe you could sell something for five or six dollars that's areally high value. Maybe $50 value and you give it away for five. So this is agreat point for- a great place to put those secondary offers.


Christian: [00:08:59] Atthe very least, just put the, you know, shared this special offer with yourfriends and put the social links in there so they can just click on it andautomatically share it on their social platforms. And then the very last thing,the most important thing, is the follow up, and this is where a lot of peoplejust dropped the ball really. I mean, as a digital marketing company we can getyou 100 leads a month, but if you're not following up, calling back, e-mailingin a timely manner you're not going to get these customers in your door.


Aaron: [00:09:34] Right.I think I saw an article that said that most people expect to be called within30 minutes. So if they fill this out- I mean, obviously if it's 11:00 at night,they understand that, but if they're filling it out at 2:00 o'clock in theafternoon, they expect a call within 30 minutes and 70 percent of people, so abig chunk of them, expect it within a couple of hours. So if you're lettingthese leads go through and then it takes a day or two, you're not going toconvert them to customers. So that's a huge part of it, and you can do a followup e-mail with them, just kind of send him a coupon code. If it's a phonenumber, you could do SMS text messaging, which may be a little advanced, but atleast an e-mail that goes directly to them thanking them for signing up andthen ability of saying, hey, somebody's going to fall with you shortly orwithin a couple hours or whatever you know is going to happen, you know, within12 hours or whatever else it is.


Christian: [00:10:24] Forthis part, the follow up, for that to work, you really need to establish aroutine. Dedicate, you know, 30 minutes to an hour every day at the same hourand make those calls to those potential new patients, but yeah, you have to doit. If they- if patients- if these potential customers took the time to fillout that form and go through all that process, they want to be contacted. Imean, there's no other way around this.


Aaron: [00:10:53] Right,and this is the same stuff that you see in your mailboxes at the, like,apartment complexes or your house. The same offers that you're already givingaway. We're just offering you a digital version of this which will be a muchlower cost. You know, you can reach people for pennies to dollars instead of, Idon't know how much it cost to send out hundreds and hundreds of those things,but you can reach a lot more people. So this is just an alternative to sendingout that bulk mail basically.


Franklin: [00:11:20] Right.I think we went to one meeting a couple of months ago where someone said theywere spending like five hundred dollars a month on mailers.


Christian: [00:11:28] That'scrazy.


Franklin: [00:11:29] AndI know me. I'm sorry, but like, whenever I get a mailer in the mail and I knowthat it's not a product that I'm going to use, it goes right in the trash.


Aaron: [00:11:37] Recyclehopefully.


Christian: [00:11:39] Yeah.And the recycling thing. So the big takeaway here is create a funnel. Four easysteps. Create a well-targeted Facebook ad, do your landing page, create a thankyou page, and then a follow up e-mail or a phone call. Aaron, just very quicklyhere. Any software that people can use for maybe landing pages, the follow upe-mail stuff, phone calls maybe?


Aaron: [00:12:02] Right,so if you already have an e-mail provider, I would use that. Most of them are-that people are familiar with are MailChimp or in Constant Contact. Those willbe perfect for what you're doing now. If you want to get in something moreadvanced, ConvertKit is a great option for you, but for landing page software,we use Instapage at BitBranding. This is not an affiliate link. Maybe we shouldhave one, but Instapage, Leadpages, and then ClickFunnels. So all of those allhave templates you can go off of, and depending on your pricing level, youcould chat with people about it or just shoot us a message if you havequestions or you want us to review the landing pages as well.


Christian: [00:12:39] Andthen for the phone call, wasn't there a new?


Aaron: [00:12:41] Yes.So to do the phone calls, and you can actually record the calls which is greatif you're a manager and you want to know if your salespeople are actuallytaking initiative to talk and how they're communicating, but that is calledCallRail.


Christian: [00:12:54] CallRail,and it's c-a-l-l-r-a-i-l dot com.


Aaron: [00:12:58] Likethe train.


Franklin: [00:12:59] Likerailroad track.


Christian: [00:13:00] Okay.Gotcha. Yeah, so those are- Yes. Just some resources for you to check out ifyou want to get started with these the sales funnel on Facebook.


Aaron: [00:13:10] Allright. I think that is it. Hope you guys who are not dentists are getting a lotout of this. I know this was a lot of fun for us, and if you've gotten this farin you know what we're going to say which is to subscribe and then share thiswith a friend, and we'll walk you through. Click those three buttons down onthe right hand corner. That will pop up a share option. You copy that link,send it to somebody you care about, or somebody who's about to start theirdentistry. It does not matter. It's just another dentistry, and so they can getsome value out of this.


Christian: [00:13:42] Yeah.


Franklin: [00:13:42] Ithink I feel like I need to go brush my teeth now.


Christian: [00:13:46] Right.


Aaron: [00:13:46] Allright.


Christian: [00:13:47] Seeyou next week.


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