In this episode of the Growing a Dental Practice podcast, host Hazel Woodward is joined by Mark and Adam from Sociable Guys. Mark and Adam share their background in event management and social media, and how they transitioned into running ads for different sectors, including dental practices. They discuss the challenges of quantifying results in content marketing and the importance of paid advertising on platforms like Facebook, Instagram, and TikTok to attract new patients.

[00:01:22] Transition from events to ads.

[00:03:52] Modernizing dental content.

[00:08:22] Constantly testing and tweaking.

[00:11:51] Dentists burned by ad agencies.

[00:15:41] Dentists and TikTok ads.

[00:19:37] The power of a smile.

[00:22:49] Where is dental advertising going?

[00:25:02] YouTube Shorts and TikTok.

Mark and Adam have a background in running events and social media management before transitioning into the ad space. They initially organized musical events and then progressed to managing social media for those events. About seven years ago, they ventured into running ads for the events, which eventually led them into the ad space. Drawing from their experience in running ads for events, they began applying their knowledge to various sectors.

The boys delve into their expertise in helping dental practices attract new patients through paid ads on Facebook, Instagram, and TikTok. They emphasize that video content yields the best results on these platforms and often present dentists with data-driven evidence of the effectiveness of video ads compared to traditional marketing methods. They stress the importance of tailoring content to suit each platform's unique requirements.

Regarding TikTok, they note that the platform's fast-paced nature calls for dentist-led content or testimonials to engage the audience effectively. They also highlight the differences in algorithms between TikTok, Facebook, and Instagram. While slow-moving graphics and final result videos with pricing perform well on Facebook and Instagram, they are less effective on TikTok. Instead, they focus on having the dentist discuss the process, showcase before and after pictures, or even have the patient speak on a green screen.

Mark and Adam also emphasize the need to stay updated with trends on TikTok. They explain that trends change frequently, requiring them to adapt their content to engage with the audience effectively. These trends may include client testimonials or the dentist speaking directly to the camera. They stress the importance of constant tweaking and testing to optimize ad performance.

Overall, the boys highlight the effectiveness of video ads in capturing people's attention and attracting new patients. They employ different creative approaches and adapt their content to suit each platform's specific requirements. By demonstrating the success of their strategies and utilizing various tools, they aim to build trust with dentists and implement effective ad campaigns.

• 00:02:07 - "we run this campaign and we generated X amount of revenue for the client."

• 00:04:46 - "You know, I feel like with the type of stuff that we've done in the past, we thought we can make the content a lot better, which is proven right in our case, because we've had so much, so much success both for Invisalign campaigns and believe it or not implants as well."

• 00:06:34 - "lead the patients on a journey."

• 00:08:18 - "We'll turn off what is not working and we'll double down on what is working."

• 00:12:37 - "So I'd say that they're the main reasons."

• 00:14:02 - "As I say, everything we look at is TikTok videos, Facebook Reels videos."

• 00:18:41 - "Well that doesn't mean, sorry Mark's jumping in, don't stop posting videos as you're drilling people's mouths because it's terrifying."

• 00:19:37 - "You don't want to know how they get a smile like that. It's just the outcome."

• 00:23:32 - "I think TikTok is gonna… It'll take a couple of years to outperform Meta and Facebook because of the size and the amount of data they've got and they've been running for years, but I think the results that we've seen on TikTok and the views that you can get on TikTok is amazing, so I think… More people are going to discover this because TikTok isn't just for kids. It's not."

• 00:24:35 - "You know, like actually what people don't realize is that the fastest growing segments on TikTok is 30 plus."

• 00:26:52 - "Bye bye bye bye bye for now."

Mark and Adam from Sociable Guys are experts in helping dental practices attract new patients through paid ads. They believe that modern and influential content is crucial in dental advertising, and they have successfully executed campaigns for Invisalign and dental implants. They emphasize the importance of qualified leads and outsourcing advertising to experts. They also recognize the evolving nature of social media advertising and highlight Snapchat as a more invasive social network. Overall, Mark and Adam bring a wealth of experience and expertise to the dental industry, helping practices effectively market their services and attract new patients.

Guest Contact Details

• Website: sociableguys.com
• Email: [email protected]
• LinkedIn: Mark Ingham
• LinkedIn: Adam Wilson
• Instagram: @sociableguys