Snapchat for Dentists: Your Newest Marketing Opportunity

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Many dentists will see this title and immediately think, “Snapchat isn’t for me.” Or they may ask, “What is Snapchat anyway?” If you are in this category you should ask yourself this question: “Have I ever wasted money by sponsoring an event in return for some signage that provided very little return on investment?” Sponsored signage, billboards, and commercials are a dying medium because they don’t add value to an event’s, person’s or patient’s experience. In fact, they can even disrupt the experience because they attract consumers’ attention with messaging that isn’t targeted and delivered at the wrong time. On top of that, your signage is being served surrounded by other ads and sponsored announcements.You may also want to ask yourself: “Are there other ways to increase referrals beyond word-of-mouth?” If you are idly waiting for referrals to come in without actually doing anything, you’ll likely end up disappointed. Gaining more referrals doesn’t have to mean more work for you or your team, though. Enter, Snapchat.

 

How Can Your Practice Use Snapchat? 

To Enhance an Event:

In the past, orthodontists may have preferred to sponsor a team or host a pricey event to engage with teens in need of braces. With Snapchat, orthodontists can now engage with potential patients as well as enhance the event experience with a relevant sponsored Snapchat filter. Patients can take a picture using the Snapchat app and slide their finger across the screen to add a custom filter that may include your practice’s logo or a special message. GeoFilters allow you to target schools nearby during certain hours or during sporting events or concerts, and the costs can be under $20. It’s not just for kids; if you are looking to build awareness with an older demographic, you can target different businesses and corporations, too.

To Increase Referrals:

Another way to use Snapchat is to create a branded GeoFilter that patients can use in your office (think dental chair selfies). You can do this by limiting filter access to those specifically in your office, and it costs only about $5 an hour. This tactic takes referral marketing to an entirely new level by advertising your practice to your patients’ entire Snapchat network, as opposed to just one or two friends via word-of-mouth.

Why is Snapchat the Biggest Opportunity at the Moment? Isn’t it just for Millennials?

All future patients, not just millennials, demand authenticity in advertising, and Snapchat provides exactly that by allowing businesses to enhance a user’s social experience. But are Snapchat users really a good target market? Currently, over 20% of Snapchat users are over the age of 40. Traditional marketers will continue to say, “That’s only for millennials,” and it’s time to put a stop to this archaic proclamation.

Guess what? Millennials are turning 36, they love to spend their money, and their purchase power is growing at an exponential rate. According to Forbes, millennials are also trendsetters and they highly influence baby boomers. We can use mistakes used throughout Facebook’s history as an example. A few years ago, businesses with older customers avoided Facebook and were left in the dust as the fastest growing demographic for the platform quickly became 40+ year olds. Businesses were rewarded for being first-movers in Facebook because they were able to dominate the advertising environment with little competition. You can bet on Snapchat following in Facebook’s footsteps and redoing their pricing model once more businesses get involved.

Snapchat is on the verge of being the next big thing for marketing and it can open a window into a whole new way of targeting your ideal patients.

How the New Google Update Will Impact Your Practice

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OnlineAdsGoogle announced Friday that they will be removing the sidebar section of paid ads, which will impact the performance of many campaigns, particularly for dentists. There will, however, be a fourth top-page ad for “highly commercial” queries. This will be an update from the current three top-page ads. Big Buzz is monitoring this to implement in current clients’ AdWords strategies.

Who will be impacted most?

  • Dentists in competitive markets, such as Phoenix, San Diego and Colorado Springs
  • Dentists with low ad spend budgets, at or under $500/month
  • Dentists who spread their ad spend budget across too many services

What you need to know about the change:

  • With a fourth ad being included in the top-ad listings, organic results will be pushed down slightly.
  • Expect your ad impressions to go down since the number of available ad slots has been reduced from eleven to seven.
  • Competition is expected to increase, as there are fewer ad positions available.
  • The average cost-per-click will increase. (No doubt Google made this change to make more money from AdWords.)
  • Only ads that show up on desktop computers are affected, not those appearing on mobile phones or tablets.
  • Search queries such as “Wisdom Teeth Extractions” don’t appear to be considered “highly commercial” while queries like “Wisdom Teeth Extractions Cost” are, and are getting that fourth ad spot.
  • Expect a slight loss of online market share due to the rise in competition and decrease in overall impressions.
  • The quality of landing pages will become more important for reducing costs and increasing chances of top-page “worthiness”.

How can you address the change?

  • Increase your ad spend budget to improve your competitiveness for the top positions.
  • Target queries that are closely related to an intent-to-purchase so that a fourth ad becomes available.
  • Reduce the number of services you advertise so that more budget can be spent promoting top services.
  • Ensure that your most important ad groups have landing pages with high quality scores.
  • Contact Big Buzz today for a complimentary assessment to optimize your current online advertising campaign for the best results. Simply enter the coupon code BESTADS into the “Additional Information” field in this form.