Instagram is as similar to Facebook and Twitter as the Sahara desert is to the Arctic tundra. Yes, both are deserts, but they both require different tools. You won’t bring a snow plow to the hot Sahara desert and, likewise, you wouldn’t bring shorts and a beach towel to the icy Arctic tundra. Thus, you shouldn’t use one set of all-encompassing tools for every social media network. They each have their own climates and require different tips and strategies. In this post, we will discover the features that make Instagram unique and how you can harness its power to grow your dental practice.
1. Don’t Put a link in the Caption
This may seem like a small detail, but it might be the reason for your low conversions from Instagram. One conversion is equal to one link click. While on social media, users move quickly through information and will not take the time to copy and paste a link into a search engine. Therefore, all of the links you use on the internet should be clickable. To make a link clickable on Instagram, you must either put the link in the bio of your page. A common practice is to write ‘Click link in the bio’ in the caption of your post. This will direct all the traffic to one link.
So, what’s the downside? First, you can only have one link in the description, so, if you opt to direct traffic to the description they always go to the same place. Secondly, if you want to change the link every day and you use a third party system to post content on your social media pages, such as Hootsuite or Buffer, you will have to go to the post after it is on your Instagram and manually change the link in the bio. Yes, this is more time consuming, but to increase your conversion rates from Instagram, it’s worth it!
2. Add to Your Stories and IGTV
Apart from Facebook, Instagram is the only social network that has Stories. Posting Instagram stories and Instagram television (IGTV) content can strengthen the relationship between you and your followers. Think of these features as peak inside or behind the scenes of your practice. Both features should show exclusive and more intimate content than anywhere else on your Instagram page. If you have a verified account or if you have over 10,000 followers you can add links to your Instagram stories. This will make it easier for your followers to connect with your website and will increase conversion rates. To become verified go to your Instagram settings. Next, select ‘Request Verification’. Instagram will ask you for information about the name of your practice and a photo of your drivers license to prove your identity. If they accept your request, then you will be able to add links with your stories along with building trust with your followers.
3. Hashtags Are Key
Similar to Twitter, hashtags on Instagram are used to sort information into groups so they are easier to find. For example, if a potential patient in your area wants a white smile, they may search #teethwhitening. In this search, if you use this hashtag in the caption of your Zoom! whitening machine, then the photo will appear. This is a great way to get people in your area interested in your practice, even if they are not current patients or if they do not follow you on Instagram.
4. Posts Should Go-Together
More so than any other social network, Instagram is an aesthetic place. From filters to layouts, Instagram has shown that they can show the beautiful side of any practice. To match the other beautified practices on Instagram, chose a similar styled filter for every post. For dental offices, a good theme is to brighten photos to make them look whiter and cleaner. Unlike Facebook or Twitter where the photos on the feed are arranged into a long list, the photos are arranged into a compilation on your profile. When posting you need to pay close attention to the previously posted photos to make sure they match in their arrangement. Look at the example above. The photos in the feed all match and look consistent. This will improve your overall appearance of your Instagram and show to patients that you are comfortable with the platform.
For the best social media results, it is important to pay attention to the different quirks of every network. Patients that frequent these networks are familiar with these and expect the pages they follow to capitalize on the network’s unique features. For more information about social media or to speak with one of our dental marketing experts feel free to contact us here!
How Do You Use Instagram Differently?