I was just reading DJ Waldow’s piece for Marketing Profs on how his dentist is using email marketing. He made a special note of how well the dentist is using email to connect with his customers, but pointed out that he isn’t really using social media at all. DJ added that:
It’s no secret social media is hot. Moreover, email plus social media is really where it’s at. Foothill could start a blog, create a Facebook page, and even manage a Twitter account. However, I’m not sold on whether this would move the needle for Foothill. It may be worth exploring, but I don’t see people getting fired up about the dentist (the way I do).
Now if Foothill DID start a blog, my advice would be that they should focus on putting themselves out of business. What I mean by that is, they should empower their customers to take better care of their teeth, so they don’t need as much care from the dentist. They should teach their customers how to have stronger and healthier teeth.
And yes, this might mean that this dentist loses some business if his customers start taking better care of their teeth. But in return, he will likely GAIN far more business because he will be creating a blog that not only creates value for his customers, but helps him establish trust and expertise with current and potential customers.
Now I know what you are thinking ‘Mack, no way I would ever read a dentist’s blog!” Most people probably wouldn’t, but if you need dental work, or have a problem with your teeth you would go to Google and search for help, right? That’s when the dentist deciding to blog would pay off, as his blog post about ‘Ten Things You Can Do Everyday to Have a Healthier Smile’ is probably going to rank better in search results than the static websites of his non-blogging competitors.
So think about this as you blog or consider starting a blog. Really, I am doing the exact same thing here. I am writing content that helps businesses learn how to utilize blogs and social media for themselves, so they don’t need me. Seems completely counter-intuitive on the surface, but the content helps businesses learn how to better use social media AND that makes them more likely to want to hire me to help them with their efforts. So by empowering potential customers, I am actually growing my business.
If it can work for me, there’s no reason why it couldn’t work for your dentist as well!
Excellent piece, Mack. I try to do the same thing and tell all my clients to do this: use your blog to give out free content, advice, etc. This really helps to build trust among your constituency. If a mechanic teaches you how to change your oil, you will be appreciative as a consumer. And there will be times when people need car repairs that transcend their abilities. Where will they go? To the person they know and trust.
Thank you for this and how you articulated it.
.-= Ken Mueller´s last blog ..Customer Service:Two Words, Not One. =-.
Mack,
Exactly what we discussed in one of your earlier posts. It still amazes me how many companies/businesses are unwilling to give up things that would benefit them in the long run. I guess some can’t see the forest for the trees.
Rob
.-= Rob Ungar´s last blog ..You Don’t Make Viral Videos =-.
Mack –
First off, thanks for reading the MarketingProfs article. I’m especially pumped that it inspired you to write this post. I agree that a blog would definitely help on many levels – SEO (new business), dental industry thought leader (new business) and a few other reasons (new business).
Bottom line – as you address – is the more content we put out there that are associated with our name/company, the more (potential) new business, right?
Love it!
DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow
.-= DJ Waldow´s last blog ..What Facebook Can Learn From Email Marketers (Part I of III) =-.
DJ I think there’s always been a nagging worry of ‘giving too much away’ when it comes to blogging. I think for the most part, the more you give away, the better. The more valuable content you create that also helps establish your expertise/talent/knowledge, the better.
I don’t think the concept is crazy at all. It’s exactly what I’m doing. I find my content a great reference for my dermatology patients and it actually saves me time. I can send people to my blog in between visits to reiterate health education information that we discussed during their office visit. I know the information is exactly what I would say on the subject, because I wrote it.
I started blogging to enhance SEO for my product web site, but blogging has taken over for me. It’s creative and fun to blog about a topic that I’m an expert on. Plus, you never know what adventure life holds when you try something new and you jump in with full commitment. My blog niche, which is skin care, is filled with fluffy web content and tons of spam. My goal is to bridge topics of public interest with solid content and inspire folks to take good care of their skin (and general health).
Perhaps blogging will lead to some new adventure for me that exceeds my expectations. If not, at least I’m having fun, making friends all over the world and getting my creative ya-yas out in a constructive way.
Cynthia Bailey MD
http://www.otbskincare.com/blog/
Cynthia that’s a great point about using the content of the blog as a reference point for patients. You can basically create a FAQ on your blog, and create a separate post for each frequent question/concern that patients have.
Mack – You and I are in violent agreement! I’ve always felt that sharing – aggressively giving away – expertise is the road to success. Your concept of “blog yourself out of business” provides an excellent way to stay focused on the importance of spreading knowledge around. It also creates an imperative to learn faster than your clients, which is exactly how to make yourself more valuable. Thanks for the insight. – Todd
.-= Todd Youngblood´s last blog ..Little Things Can Make A Huge Difference (Ask Beethoven) =-.
You guys are missing a pretty important element in this discussion, given that the subject is a dentist: medical professionals are in serious danger of exposing themselves to law suits through their professional use of Social Media. Think about how doctor-patient confidentiality might be impacted when patients become fans of the practice on Facebook, for example. Or when a doctor on facebook drops a “hey, great seeing you today” on a patient’s wall. Or when a patient asks a question in the comments section of a blog post.
I am not talking about patients suing doctors, (though it’s always a possibility). My thinking is more in the realm of medical licenses being revoked for (even accidentally) breaching doctor-patient confidentiality.
It’s just a matter of time before such a case pops up, and we’ll be sure to have 2-3 weeks of CNN exposes on the risks of interacting through SM with your doctor.
To go back to your point though, look: Doctor, lawyer, business consultant, personal trainer, nutritionist… It’s all the same. Some content is free while some requires a paid consultation or two. Or three. The balance of free insight and personalized care is always a tough one to gauge, but all in all, it makes no difference what industry you’re in.
Think of it this way: Your doctor, even outside of Social Media has brochures in his/her office, right? Handouts? Pamphlets? Etc.? A blog post is exactly the same thing: Free information to complement the level of expert care he/she can provide.
.-= olivier blanchard´s last blog ..What silly words say about the people who use them. =-.
Olivier I don’t think that’s the exact discussion we are having. I’m talking about creating content (especially via blogs) that’s akin to those pamphlets that you are talking about. Content that’s general and not patient-specific, but still valuable and helps establish the expertise of the professional.
Now concerning how professionals in certain industries should communicate with or about patients, you are exactly right. Certain industries have tight regulations on what professionals can and cannot say to/about their patients/clients, and that can extend to communication via social media channels.
Hi Mark,
Great post! I agree with educating your client or customer. It helps them understand the value of the tactic(s) or service(s) that is being proposed. It also lends credibility and trust – that you are there for them and their success (more business or healthy teeth) – not, just their money.
Love your blog…thanks for keeping us on task!
April
Since I started in mid-January everyone has told me to keep it real. Not hard for me because that is who I am. At first I didn’t understand this suggestions, but now that I answer each first time tweet I see how people appreciate knowing that I’m not a bot and I’m not simply trying to sell something. I wish twitter had rules and the bots and the people who can’t be bothered to do more than send quotes would be shuffled to a different zone. Yes, keeping it real is much appreciated and reaps rewards. Not necessarily financial but rewards nonetheless.
.-= Pam´s last blog ..Blogger Builds Community for Mom’s of Special Needs Kids: She Loves Her Max =-.