How a local dentist company got over 140,000 video views and new patients each week.
Coming up with a content strategy can be very overwhelming. Where do I start? What do I post?
As a digital agency focusing on social media marketing, we are often tasked with creating content that will go “viral.” While this is no easy task, we have discovered a recipe that leads to higher engagement, a bigger reach and more sales. Development of successful content includes three important ingredients, research, creativity and execution.
To best explain this process, I will give you an example of one of our clients, My Plantation Dentist. She is a local dentist looking to increase her patient base. Our goal was to create a social media strategy that would stop people mid-scroll, and make an appointment with our dentist.
We first started on research. Who are the competitors in the area, what are best practices, we even looked at other major social media campaigns such as Crest, Colgate, Coca Cola, Pampers. These brands may not do the same service but we were getting an understanding of what was getting people’s attention and what was working.
Next is the fun part, creativity. We have monthly meetings outside of our office where we drink “brain juice” (i.e. Any type of adult beverage) and we discuss fun, creative, innovative ways to showcase who the client is but in an entertaining way. From these meetings we came up with 3 awesome ideas we still use today. First, we decided to produce a music video to the song “Can’t Feel my Face.”
This low budget video has received over 140,000 views, 320 likes and 89 shares on Facebook alone. More importantly, our dentist consistently receives phone calls with potential patients because of this video. People who are often afraid of dentists appreciates a place where they could feel comfortable. “Where can I find this dentist, looks like fun,” stated one of the Facebook comments. “I need to make an appointment, I am frantic of the dentist,” stated another comment. The comments go on and on.
By thinking outside the box, we were able to get her a ton of business.
We also decided we wanted to create a mascot to establish branding. This fun mascot is placed in a variety of educational and entertaining ways. For example, the Wisdom Tooth answering our most frequently asked questions or our tooth dressed as R2DTooth on “May the fourth” Star Wars day.
The important thing to remember is that the sky is the limit, you don’t have to be confined to boring, educational content. You can provide education in a fun, meaningful manner.
Once you have all these ideas, now it’s time for the execution. We typically create a monthly calendar and write down what we want to post each day. This will hold you accountable and keep you organized. With social media sites like Hootsuite or SproutSocial, you can schedule content ahead of time so you can focus on your real job during the week, while scheduling out content at off hours.
However, this can become an arduous task. That’s why our clients hire eLuminate Marketing to do the research, creative and execution for them. If you are looking to elevate your online presence and increase your business with fun, engaging and creative contact, you can call us at 561-632-7679 or send us a message.