One of the most effective ways to ensure your social media strategy is on the right track is by performing a competitor analysis. This process helps you identify what other local orthodontists and practices are doing on social media, what’s working for them, and where there may be opportunities for you to differentiate yourself.
Identify Your Competitors
Start by identifying your direct competitors. These are other orthodontists in your area who offer similar services to yours. Use social media platforms, Google search, and review sites like Yelp to find other orthodontic practices.
(Pro Tip: Visit https://www.facebook.com/ads/library to spy on your competitors ads. You will want to select “All Ads” then type in your competitors name.)
Analyze Their Social Media Presence
Once you’ve identified your competitors, take the time to analyze their social media activity. Look at
Content: What types of content are they posting (images, videos, testimonials, promotions)?
Engagement: How much engagement are they getting (likes, comments, shares)?
Frequency: How often are they posting and how consistent are they with their updates?
Hashtags and Keywords: What hashtags or keywords are they using to increase visibility?
Identify Gaps and Opportunities
By understanding what your competitors are doing, you can find areas where you can stand out. Perhaps they are not active on TikTok, or they’re not posting enough educational content. This provides an opportunity for you to create content that fills those gaps and provides more value to your audience.
In the highly competitive world of orthodontics, creating compelling content is key to standing out, building relationships with current patients, and attracting new ones. Content that resonates with your audience and highlights your practice’s strengths can foster trust, enhance patient loyalty, and boost brand recognition. This chapter will explore the types of content that work best for orthodontic practices, including educational content, patient success stories, behind-the-scenes glimpses, and promotions. We’ll also discuss the importance of photography and videography, maintaining visual consistency, crafting engaging captions, and leveraging trends to expand your reach.