Do your social media posts prompt action? Do you sometimes feel like you’re posting to nobody? Bearing psychological triggers in mind when you’re posting, can help you to gain a higher response rate from your social media campaign.
#1: Focus on a Desire
“A general ‘law of least effort’ applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action.” says Daniel Kahneman (Thinking, Fast and Slow).
To apply this to your social media posts, the main thing to remember is that you just need to keep it simple.
You’ll get more interest if your patients believe that they can easily implement a solution to a problem they are experiencing.
So, make your patients believe that they can do something. Walk readers through the hard stuff and break it down into easy-to-digest chunks of information, so they can take action quickly and easily.
For example, you could create a video based on dental hygiene, showing just how easy it is to clean your teeth whilst wearing braces. Keep it short and sectioned into topics to make it easy to follow, with easy to find contact information and steps for what to do if they want to find out more at the end of the video, or at the bottom of the post.
#2: Appeal to Knowledge Seekers
There is nothing people love more than an explanation.
The word ‘why’ is one of the trigger words you can use in your marketing. Use ‘why’ to capture patients’ minds to want to search for the answer to a query.
In your posts, explain to your patients why they need something and how they’ll get it by reading your content, using your products or watching your video.
#3: Exploit the Fear of Missing Out
It’s human nature to be cautious about being left out. We want to be ‘in the know’ and where the action is happening. We want to be included. If we say no, we fear we’ll miss out on something that could be beneficial.
Invite your patients to become part of the experience. Offer something to your patients that they’ll have a hard time saying no to. This could be a special offer, or an open evening for example.
Don’t allow patients to fear missing out with your practice. Give them every opportunity to participate with you!
