Got a few extra marketing dollars piling up from the first half of 2020? Many practices do. Thanks to myriad shutdowns and cancellations, we’re missing a huge chunk of our annual marketing opportunities, such as:
- patient appreciation events
- youth sports leagues
- holiday celebrations
Saving all your marketing dollars until things return to “normal” may not be your smartest play. Who knows when “normal” will even return, or what it might look like?
Given the current consumer landscape, the most surefire way to reach patients is to find them online. You can be doing this right now. Screen time us up; social media usage is WAY up. Why not fire up some online ads and finish 2020 with a bang?
Should an Orthodontist Run Online Ads Right Now?
Short answer: yes. Some form of paid exposure is wise. At the very least, you want to keep some momentum going with your brand exposure and remain on the radar of your local patient base. Even if you’re not starting a lot of new patients right now, it’s always a good investment to make your practice highly visible on the world’s most popular social media platforms.
Many folks are ready to spend some money and start doing things again. As we roll into summer, which is already the busiest time for orthodontic practices, we can position ourselves to receive online traffic from eager prospective patients.
Sure, we must be cognizant of the fact that some consumers will feel preyed upon by aggressive advertising. We need to be tactful with our messaging. But with good imagery and thoughtful copy, we can still meet our audience on a positive wavelength.
Facebook Ads or Google Ads?
If you already have a good ranking on Google, then you probably don’t need Google Ads. Unless you’re ranking outside the top three in the Maps area (referred to as the 3-pack in search results) or your website doesn’t rank on page 1 for local search, Google Ads may not provide the ROI you’re looking for.
In most cases, Facebook offers better value for orthodontics. A big reason why: Facebook ads are more image-based. You need the imagery and the branding to familiarize prospects with your practice. For the most part, Google doesn’t afford you that opportunity.
Our studies have shown that Google Ads for orthodontics often give you low-quality leads. They’re bargain hunters, or they’re not serious about starting treatment. You end up paying Google a lot of money for unqualified leads.
Facebook + Instagram = Mass Exposure
We’re talking tens of thousands of eyeballs every month, scrolling into your brand. Because Facebook owns Instagram, it is very easy to integrate your ad campaigns to display across both networks. We can help you with this!
Instead of lying dormant with your marketing until the pandemic passes, light the fuse on some engaging online advertising campaigns. If you need someone to run the show for you, Orthopreneur will set up and run campaigns for you on Facebook and Instagram. To learn more, contact us today.
Have a safe and happy 4th of July!