A recent report found that Pinterest’s monthly user-base has grown significantly. Since 2015, Pinterest’s monthly users have grown by more than 50% to just over 150 million that use the social platform each month. For dental practices, the significant growth of Pinterest’s user base is important to note because it represents a large audience to convert into patients. Below, we dive into how you can make your dental practice Pinterest board more appealing for local audiences.
Did you know that Pinterest’s dominant user demographic is millennial moms? In fact, 81% of all Pinterest users are female, according to a recent study. This simple stat makes Pinterest very valuable, since your marketing goal is to convert parents to choose your dental practice over your local competitors. When creating content for your local audience, craft it in such a way that invites interaction from millennial moms.
When pinning new items to your board, it’s important to understand the types of posts that get the most traction. According to multiple studies, there are five major post types that generate the most response: articles, movies, apps, recipes and places.
In addition to that, filling in the description of your pin with rich words is vital. Pin descriptions are typically 5 – 7 words long, and descriptions featuring the words “DIY, cup, recipe, idea, hair, use, pretty, baby, love or great” receive much more interaction than pins without those descriptors, according to a Georgia Tech University study.
When creating your pin, consider using a popular post type with some of the descriptors above to generate more response.
A CTA is marketing-speak for “call to action,” which explicitly asks for a viewer to take action upon seeing a social media post. By including a simple CTA like “click this link” or similar wording, you greatly increase your odds of generating post engagement. One study found that pins with CTAs have an 80% increase in engagement over those that don’t. But, don’t overuse CTAs, since they can annoy your followers. Instead, we suggest using CTAs for 1 out of 3 posts.
Unlike large national brands, dental practices rely upon local patients to succeed. This means that you need to appeal to locals in your neighborhood. To do so, start getting out into your community and engage with the local scene! Try visiting local restaurants (not your town’s McDonald’s), art galleries, and parks, and share your experiences on Pinterest. We suggest creating a local board for you to pin all of your adventures from around town. Being locally active will increase your exposure, and endear you to your neighbors. Be sure to put a link to your Pinterest account on your website so that you can increase the traffic going to your Pinterest page.
To help legitimize your Pinterest account, set up a business profile for your dental practice. This way, you can maintain your own personal account completely separate from your business account, and post different pins that are appropriate for each. You can learn how to set up your business account here.
Social media takes time, and with the proliferation of social platforms, it can be tough to know where to begin or what to do. Luckily, Smile Savvy offers a variety of social media solutions that will help your dental practice get more social, and connect with a larger local audience. Click here to learn more about our social media services, and how they can help your dental practice.