There are so many social media platforms out there — Facebook, Google+, Twitter, LinkedIn, the works. Lately, we’ve been getting some questions from our clients about Pinterest. How can we use Pinterest for our practice? Is it worth our while?
Pinterest doesn’t make sense for every business, but there are ways to use it to engage with your patients online. Here are a few tips to be successful when pinning for your practice:
Have a plan. Before you start pinning, develop a Pinterest plan. Who will manage your Pinterest account? How often will you pin? What are you looking to gain from Pinterest? You should know the answers to these questions before you create your profile.
Know your audience. This goes hand in hand with having a Pinterest plan. If senior citizens are your target patient audience, investing time in Pinterest won’t get you far. If you’re targeting young families, however, Pinterest should be in your marketing plan. The types of patients you see and cases you treat in your office will help to determine what type of content you pin. If you see children, pinning cartoon images with basic dental hygiene tips is the way to go. If you’re a dental implant expert, informative graphics showing the structure of an implant would be enlightening for your followers. One of the great things about Pinterest is that you can create several boards within 1 profile, so you can dedicate boards to different things. For example, a family dentist could have the following boards, just to name a few: Dental Hygiene, Smile Makeover, Real Patient Cases/Testimonials/Before and After, Restorative Dentistry, For the Kids, Fun in the Office. Remember, it’s easy to get caught up in the casual feeling Pinterest offers, but don’t lose sight of the opportunity to create boards that are reflective of your business. The key is to curate boards that share information of interest to your target audience and boards that are about your unique business.
Be a techie (or have one on speed dial). Be sure to create a business Pinterest page rather than a personal Pinterest page. Although there’s no obvious difference in how the page appears to users, business pages provide helpful information via the added analytics features that personal pages don’t. Already have a personal Pinterest page that’s intended for your business? Go ahead and convert it. Have any questions about setting up or managing your Pinterest or other social media account? Give us a call, and we’ll walk you through it!
Build engagement. As a dental practice (or any business, really), online marketing efforts should be all about building engagement (aka gaining new patients/clients). One way to do this is by following other businesses, either in and around your community or in similar industries. Another way to build engagement via Pinterest is to respond to comments users post on pins (the same goes for responding to comments on Facebook, Twitter, Google+, and other social media platforms).
Use your website. To drive referral traffic from Pinterest, your website/blog images have to make it to Pinterest. To encourage Pinterest users to pin your content, activate the on hover Pin It button on your website. Pinterest provides detailed directions on how to do this. Although hover interaction doesn’t work on touchscreens, installing the on hover Pin It button on your website serves as a great visual reminder that makes it easy for users to pin images directly from your site.
Optimize for SEO. AlthoughPinterest is a visual platform, it can still contribute to your overall online marketing and SEO (search engine optimization) strategy. Here are 10 great tips fromHubspot for optimizing your businessPinterest page:
- Choose an optimized company username
- Optimize the About section
- Include links back to your website
- Differentiate and define your boards
- Speak your clients’/patients’ language
- Use your pins’ descriptions wisely
- Make sure the images you pin have descriptive file names and alt text
- Incorporate hashtags
- Leverage the long tail
- Use relevant search terms and images