Going to the dentist’s is never fun, but it is mandatory. A white, sparkling smile is not only a sign of beauty, but also of health. You know that and your patients know it, too. However, it takes a little more than just this universal knowledge to get new clients for your dental practice.
The Power of Social Media Is at Your Service
Before anything, you should know that the majority of forms of traditional advertising are not working anymore. People will throw your flyer directly into the rubbish bin. They will not pay attention to your ads on the radio. They will turn over the newspaper page where your ad is printed (actually, most people rely on the online version of newspapers for information these days).
Therefore, you need to post your ads where your potential clients spend most of their leisure time: on the social media. Almost everyone has at least one social media account these days. The most popular platform of this type is Facebook™, boasting over 2 billion users.
Facebook™ Ads – Among the Most Effective Digital Marketing Tools
Facebook™ is the preferred social media marketing platform for most businesses. They have access to a huge number of prospects, an easy to use and well structured ad building platform and an analytics panel that offers lots of useful information.
Before you want to try your hand at it, let’s see some top performing Facebook™ ads for dental services and learn why they were so effective.
1. Before/After Photo: a Solid Proof
This ad can be a textbook example of how to find new leads on Facebook™ for a dental practice. First of all, it has a very clear message: a free whitening session for new patients. This is already a valuable unique selling proposition. You offer something before you start selling your services.
This enticing offer is topped by photographic proof of the results of the whitening session. A before/after photo lets prospects see for themselves what they can expect if they take advantage of the offer.
2. Localisation Will Bring You Qualified Leads
This Facebook™ ad is very clear about its target audience: Los Angeles residents. The description promises “a smile that reflects who you truly are”. This is a flattering approach for any prospect and it is reinforced by the photo featuring a smiling woman and a dentist in the background.
The ad is properly targeted in terms of geography: the dental clinic would have no use for prospects living in New York, Seattle or overseas. This is one smart way of saving advertising money: do not advertise to people who are not likely to drive all the way to your dental practice.
3. Take Advantage of Seasonal Holidays
This ad takes great advantage of the Christmas celebration. The special offer falls in the category of holiday gifts and has a sense of urgency: it expires at the end of the year. To make it even more obvious that this is a special offer, the model wears a Santa hat.
As a small word of warning, you must be careful about using religious holidays in your advertising. This ad, for instance, would not work very well in a community of non-Christians.
4. Family Values Matter
Dental practices are, like the family doctor, a place where all members of the family go to take care of their oral health. This practice made it obvious that they welcome entire families as their patients, including children.
The photo speaks for itself and the general choice of colours is clever: green is the colour of nature and hope, yellow is the colour of joy and energy. The red CTA is very obvious on the light yellow background. Again, we have a textbook example of persuasive visuals for a Facebook™ ad.
5. Add a Bit of Humour
We said that going to the dentist is no fun at all – but this dental practice for children tries to make it so. The photo is humorous and heartwarming for any parent. And the message is very clear: children have special dental health needs and this practice is specialised in looking after the youngest patients.
Plus, the ad is not trying to sell anything. It wants to educate parents about the dental health needs of small children and help them make an informed choice.