How Instagram Can Earn Referrals from Local Businesses
To Share or Not to Share
Social media has one overriding goal: sharing. All of the platforms urge users to enter more data, to post more pictures and videos—to open up and go live with their daily routine, to essentially break down the wall that has traditionally existed between private and public. Like frogs slowly brought to a boil, we haven’t been fully aware of this evolving cultural norm, and we never anticipated a future that would require all people and all businesses to join in. What started on My Space as a fun way for kids to talk music and post selfies, turned into adults saying, “Facebook is great to keep in touch with family.” Soon your local coffee shop had over 200 likes, and people were tweeting about the weather.
It’s interesting to consider how this sharing dynamic might evolve in the future, but for now, it’s clear that society is heartily embracing the trend; it actually appears that widespread sharing feeds a kind of social gene, a primordial desire to feel connected to others. What’s surprising to those of us in older generations is that such public disclosure was almost taboo thirty years ago. Back then, people (and their businesses) were much more private. Growing up in the ’80s, we didn’t even mention our vacation to Disney World for fear the house would be empty when we got back. We shared details later, after returning home with sunburned noses and a stack of actual pictures, on glossy paper, that you could actually hold. Today, families brag about their upcoming vacation on Facebook, weeks in advance, and use Places to “check in” and map out the whole trip. It’s a wonder anyone has furniture.
In 2018, there’s a long and ever-growing list of social media platforms, and businesses feel intense pressure to join in and become part of the online conversation. Dental practices are no exception, for a very good reason: Most people looking for a dentist today skim over websites and spend more time scrolling through social media posts. In much the same way employers use social media to more thoroughly vet job applicants, prospective dental patients use social media to judge the true heart of a practice; moreover, local businesses also judge these posts, and the opinions they share with customers can have a substantial impact on new patient growth.
Network with Instagram and Grow Your Dental Practice
One of the most powerful aspects of social media is its ability to network small businesses, especially on Instagram. Before the internet, building relationships with other local professionals required considerable work; there were events to attend, dinners, and endless fundraising. These days, technology is saving time and money by connecting businesses virtually. Sure, it’s not the same as a firm handshake and engaging conversation, but in a very short period of time, a small business (like a dental practice) can attract more new dental patients with Instagram and gain recognition from influential voices in town.
When you click that red heart and like a photo, it’s as if you’re sending an encouraging message. For example, a local contractor finishes a kitchen renovation and posts a picture after work on Friday; you quickly like it while standing in line at Target. That didn’t require much effort, but to the contractor, such public gestures of support mean a lot. In our hyper-competitive market, momentum and brand awareness drive growth, so even small cyber exchanges such as this are the equivalent of a public handshake and cheerful “Well done!”
In my experience, generous and consistent online support is not soon forgotten, and when your dental practice shares in the future, businesses will remember your office and like your posts. As this exchange continues, a network forms and you begin to attract more new dental patients with Instagram. Within a series of photos and hashtags, a story emerges, and the character of each business is clarified. It’s the internet version of a chat over coffee. The informal setting of Instagram reveals the genuine nature of a brand; you meet employees, peek at the inner workings, and over time, a good reputation can earn referrals from local businesses.
Hair Salons, Real Estate Agents, and Restaurants Refer New Dental Patients
It’s a great idea to reach out to all businesses in your area, but I suggest you begin with hair salons, real estate agents, and restaurants. In my experience, these fiercely competitive industries are the most thankful for your online support. Social media does much to keep such businesses relevant, so they truly appreciate your likes and eagerly return the favor.
Hair salons are one of the best referral sources, and they can help attract more new dental patients with Instagram. Studies show that women make most of the dental decisions in a home, and a lot of conversation takes place during long hair appointments. If your practice can impress local salons, there’s a very good chance you’ll be mentioned when someone is searching for a good dental practice. Real estate agents are also great contacts because they meet so many new residents. Moving means looking for a dentist. Agents are often asked for advice, and you want your practice fresh in their minds. These days, restaurants struggle to attract a fickle culture in search of new experiences, so they are grateful each time you like their special of the day pic. To really connect with restaurants, you might even consider staff lunches at places around town. A group photo by their sign makes a great post; and if you tag the restaurant and rave about all the great food, they will certainly appreciate and remember your efforts to build local enthusiasm.
Scroll, Like, Post—Regularly
Managing social media is time consuming, so it helps to use those stagnant moments in life (waiting in line, stuck on hold, etc.) to scroll through and like posts by local businesses. By showing consistent support, you’ll keep your dental practice brand seen and appreciated. Moreover, by adding engaging posts regularly, your solid online presence will attract more new dental patients with Instagram. When people search for a dentist, they seek trust and reassurance; they want to find authenticity, and you’ll provide all of this if you display a collection of smiling patients, birthday celebrations, silly moments, new dental equipment, before and after cosmetic procedures, holiday decor, staff recognition, marriages, births, inspirational memes, bebondings, continuing education, Halloween costumes, dental humor, no-cavity awards, flower deliveries….
Social Media Success for Dentists [7 Keys to Effective Posting]
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