How to Craft Effective Marketing Content During the COVID-19 Pandemic
With the pandemic, there’s no denying times are different. We're all making big adjustments to be careful about Coronavirus—especially business professionals like dental practice owners. As we begin to reopen, we need to take control of our marketing efforts to make sure we get the right return on our investment over the long-term.
That means truly understanding our audience and then taking three simple steps to ensure your marketing fulfills your intended purpose. That's always the case. But it's even more important when marketing through turbulent times. Earlier, we talked about some of the mechanics of impactful marketing during a pandemic.
Today, we're going to talk about how to craft effective marketing content during the covid-19 pandemic. As you'll see, it's as easy as three simple steps.
1. Take time to understand what your marketing campaign's ideal audience wants and needs.
Often, the dental services we promote vary. That means our audiences and messaging needs to vary as well. Now is no different. Take a moment to understand exactly who you want to reach with your marketing. Are you looking to reach emergency dental patients? Are you looking to reach current patients? Are you going to be talking to others in your community?
Once you know your audience, craft content that matches what they want to know. For the community, you might want to show your social responsibility as a dental practice and business. If you want to talk to current patients, you might want to craft content about safety and cleanliness. If you want to reach emergency patients, you might want to discuss virtual consultations, safety procedures, and readiness to serve.
2. Create content that directly addresses the ideal audience member's needs and desires.
Once you understand what your audience wants, create content that directly addresses it. For example, if you're creating an ad for emergency patients, you will get better results with a video describing safety measures than an image showing you wearing a mask. That's because the picture only implies you have safety measures in place. Your video will directly address all the safety measures you have in place.
This is another rule of thumb that matters regardless of the pandemic. When you’re creating any content for a marketing effort, make sure the content directly addresses what your audience wants and needs from a practice like yours.
3. Include a simple call to action.
Once you create the right content for the right people, add a simple call to action at the end to let your audience members know exactly what to do next. Is the next step to schedule a virtual consult? Tell them and include a link to schedule. Do you want them to call your office to make an appointment? Say so and include your phone number.
Make it as easy as possible for your audience members to take the ideal next step based on your marketing campaign and you will get much better results from your marketing.
Are you crafting impactful marketing content for your dental practice?
If you've struggled to achieve a high return on investment on your marketing, these three steps will help.
If you don't want to go at it alone, we are helping hundreds of practices during this time in Dental Boss Academy, and are offering special value for you and your teams! If you have been wanting to dive into Facebook Marketing though our Facebook Bootcamp Program, now is also a great time to start preparing for when you reopen!