Orthodontics can be a competitive field, particularly if your practice is located in a town or city with several other offices working against you. If you’ve already tried online advertising with little to no success, you might wonder whether the effort is worth it.
Don’t give up! Facebook advertising, when done correctly, can help you generate tons of additional consultations each month, filling your practice with paying customers. The trick is knowing how to advertise the right way to the right people.
At Orthopatients, we have a practically proven formula that you can use to generate new consults in record time. Let’s break it down.
NOTE: Join our Social Media Kickstarter for Orthodontists Course completely free for more in-depth training on effective social media for orthodontists!
Facebook and Instagram Ads – Why Do They Work?
Let’s start at the beginning; why does it matter to post Facebook (and by extension, Instagram) ads in the first place?
Well, there are several reasons:
- Facebook and Instagram combined have a collective reach of several billion people. This is the best place to start social media marketing because you can reach as wide an audience as possible
- However, you don’t want to target everyone. You want to target people who are most likely to get orthodontic services from your practice near your location
- Fortunately, Facebook has a number of important tools and controls you can use to target specific demographics, post ads at particular times, and more. In short, it has everything you need to run a successful social media marketing campaign
People spend a ton of time on social media platforms like Facebook and Instagram. So you can make an effective Facebook ad with just a few key techniques.
For starters, you’ll find the most success if your ad focuses on cost. This may sound counterintuitive, but people interested in orthodontic work know that they’ll have to pay money if they want good service. Be upfront about your affordable rates and you’ll get clicks – it’s that simple.
As a bonus, Facebook and Instagram ads that focus on affordable prices for orthodontic work (like yours should) are attractive to two primary groups of target consumers: those who are price conscious but who are looking for orthodontic work, and consumers who are already prepared to spend money – in other words, consumers who are actively looking for the right practice for their needs.
All in all, Facebook and Instagram ads are the best place to get new leads for your practice, bar none… if you advertise correctly.
Always Use Attractive Photos
When you make Facebook or Instagram ads, you have to remember that those advertisements are visual media. They need to have well-chosen photos so they can stop scrollers in their tracks and convince people to click on the ad and check out your practice.
But what pictures should you choose? Stay away from generic photos of teeth, braces, and so on. Instead, just focus on people.
That’s right – the secret sauce for top-tier Facebook and Instagram ads is about showing people having a great time at your office. You can show your practitioners, your clients, and even the rest of your staff enjoying themselves and proud to assist your clients in their pursuit of a perfect smile.
Showcase your work, sure – but always make sure that you have eye-catching, engaging photos at the forefront of each ad. Some of our best performing ads of all time look random or non-related to orthodontics, but they’ve produced stellar results; just check out this ad to see what works:
Automatic Chatbots – A Secret Ingredient to Success
The next step in a successful Facebook advertising campaign is to use automatic chatbots. It’s not lazy – it’s effective!
Chatbots can answer quick questions by potential consults, plus help to start the booking process immediately and cut down on paperwork time for you and your staff. You can toggle automated chatbots to work through Facebook Messenger, so they start to operate as soon as someone clicks on one of your eye-catching ads.
Chatbots work so well for three big reasons:
- Price – since Facebook owns Messenger, any chatbot adds that you place using the Messenger system will end up costing you less money in the long run, which means you get more of a profit for every marketing dollar spent
- Comfortability – Facebook Messenger is the single most popular messaging app in the entire United States – in fact, there are over 106 million monthly users since people love it so much. That’s a huge potential audience for your ads right there
- Qualification – chatbot ads immediately start talking about price, which weeds out people who can’t pay for orthodontic treatments. Therefore, you only spend time bringing real potential clients down your purchasing funnel
All three of these aspects make automatic chatbots a perfect ingredient for your Facebook advertising efforts.
This being said, you shouldn’t rely on chatbots to carry your entire advertising effort. They’re a tool that only works as well as your ads can draw leads in the first place, so it’s important to make sure that you craft top-tier ads to capture leads at the beginning of your purchase funnel.
Always Do Follow Up
Here’s the one downside of advertising on Facebook, whether it’s for orthodontics or any other service or product: people can quite easily just go back to surfing other content on their phones, even after going through an automatic chatbot conversation or any other advertising funnel.
That’s awful! You’ve done all this work and almost got a new consultation for your trouble, but all the consult has to do to get off the ladder is hit a button and they’re back to mindlessly scrolling. This illustrates why it’s crucial that you practice follow-up after each and every lead.
The longer you wait to follow up with a potential client, the less likely it is that they’ll actually show up for a consultation.
Fortunately for you, Orthopatients does all the follow-up for your would-be clients. We do automatic follow-ups through messages and chatbots, but also connect with your consults on a person-to-person basis to try to get as high a conversion rate as possible.
What do we reach? 50%, which is particularly high when you consider the average rate of conversion for all other social media marketing.
Bottom line: if all of the above tips are about generating leads, follow-up is about securing the lead and actually turning that person into a paying customer. As a bonus, you don’t have to worry about doing any of the booking or follow-up work yourself, leaving you to do what you do best: orthodontics.
What Kind of ROI Can You Expect?
Naturally, it depends. But remember, we wouldn’t promote this system if it didn’t generate results.
Here’s an example:
- So far, we’ve had a number of clients that have been with us for two years in total
- For those clients, we scheduled 10 additional consults on average in March of 2021 alone
- You read that right – it’s not leads, but booked appointments in our clients’ schedules
- Remember, that’s just the average. We also had clients who did significantly better since they had larger and more sophisticated social media marketing efforts
What about in the context of marketing dollars?
You can easily spend several hundred dollars and get thousands of dollars in profit based on the number of leads you generate and consults you secure. People who click on orthodontic ads are typically those who are already pretty far down a purchase funnel – they’re looking to spend money sometime in the near future, and they don’t need to be convinced that orthodontics is worth it.
But they need to be convinced is that your practice is the one they should check out instead of your competitors’. Therefore, your Facebook marketing – if it’s done correctly – has the potential to provide a fantastic ROI rate in terms of how much you spend for how much you get in return.
These Tips in Action – How Dr. MacKenzie Used Our Proven Strategies to Gain New Consultations in Record Time
We wouldn’t expect you to try our Facebook advertising strategies without seeing some results first. Good news – we’ve already helped several orthodontic practices significantly increase their consult rate just by following the tips described above.
Dr. Liliya MacKenzie found herself in a very competitive market in her Canadian city where her practice was located. She needed a way to stand out from the crowd and significantly boost her lead generation and conversion rate if she wanted to succeed.
She reached out to us and we reworked her social media advertising efforts from scratch, following the principles outlined above.
How did it work? Dr. MacKenzie herself has reported that she’s gained, on average, 20+ additional consults per month just from following these strategies. If that’s not proof of concept, we don’t know what is.
So, why wait? Contact OrthoPatients today and see how we can help you generate new consults for your orthodontic practice in no time. If you don’t see an ROI increase, we’ll be more than happy to give you a complete refund within 90 days.
BONUS: Join our Social Media Kickstarter for Orthodontists Course completely free for more in-depth training on effective social media for orthodontists!