Social marketing must not be misconstrued with social media marketing. Social media marketing is simply the use of social media platforms like Instagram, Twitter, LinkedIn, etc., to Market a brand, whereas social marketing could be through any platform so long the ultimate aim is social good and not to market a brand. Dentist in New Jersey can get involved in social marketing to promote the health and lifestyle of New Jersey residents. By reason of their vast knowledge in health medicine, dentist can serve to promote social good by showing the public what they can do to maintain and improve their lifestyle.

Effective social marketing tips

To carry out an effective social marketing campaign, you must do the following:

• Mitigate barriers: To every change, there are barriers or oppositions. You therefore need to carry out in depth research on your audience to know what the things are that may likely hinder them from doing what would benefit them. The barriers hindering drug addicts from changing differs from those affecting reckless drivers. You must understand your audience and then look for ways to minimize the barriers so that they can readily accept the change.

• Create a catchy phrase: “Help an orphan.” “Say no to drugs.” “An apple a day keeps the doctor at bay.” All of these slogans are catchy, concise and easily understandable. Slogans are pivotal to the success of every social marketing campaign. The slogan you create must be simple and concise such that the audience can easily understand, memorize and recall it daily.

• Interesting visuals: To capture the interest of your audience, intriguing visuals should be used. The visuals should resonate with the audience and draw their emotions. Picture a child hawking food for daily survival. This immediately tells the audience to help the needy kids.

• Content is key to organic marketing. Engage your target audience by consistently creating and publishing blog posts, videos, newsletters, all relevant to your target audience. Such content should solve issues or answer questions on healthcare asked by your audience on the search engine such that when they search, your content is brought before them. By so doing, you are building a relationship with them and building your reputation as a trusted expert in the medical field.

What are the benefits of social marketing?

The benefits that comes with the use of social marketing can be overwhelming for a medical practice, but to ensure that it yields the best result, you have to ensure that it is used in the best way. As a Dentist in New Jersey, you can make use of this strategy to increase the popularity of your healthcare over the internet. This can be done with the aid of several social media platforms such as blogs, video and photo sharing websites, social marketing websites, etc.

• It helps promote consumption of socially desirable products.
• It helps enhance health consciousness in individuals and assist them to embrace a healthier lifestyle
• It assists in green marketing initiatives
• Social marketing helps to eliminate social crimes influences the society and quality of life.
• This marketing strategy is regarded as the cheapest of all marketing strategies

Social Marketing experts NJ

As a professional legal marketing firm in NJ, we offer assistance to organizations, dentist and other professionals in the mapping out and implementation of a social marketing strategy designed specifically for the target audience. We understand the dynamics of the society, and so we carry out updated and in depth research to know what works best for your firm, your motive (product), and your target audience.

Contact us for professional assistance with your social marketing campaign.

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Other marketing strategies adopted by business around the globe aims to increase sales by raising brand awareness but social marketing has diverse objectives and that is why it is often utilized by non-profit organizations. 

SOCIAL MARKETING EXPLAINED

As stated earlier, social marketing aims to achieve social good and not profit or any other monetary benefits. Here is a lucid explanation of what this marketing tactic is about.

You log in to your Instagram account and what greets you is a captivating video from a certain non-profit organization. You become inquisitive and decide to play the video. In this short video, a doctor is seen standing between two grown adults, a lady and a man. The doctor goes ahead to explain what excessive drinking does to one’s oral health and then beckons on the man and the lady to open their mouth. When they do, you observe that the lady has a white sparkling teeth while the man has a decayed tooth. The doctor then goes ahead to explain that you could have a decayed tooth if you drink too much and fail to adhere to proper oral hygiene. Pointing to the lady, he also explains that taking good care of your teeth can make it sparkle, like that of the lady.

Now, the abovementioned scenario is a typical example of social marketing. No business name was mentioned, no product was mentioned or promoted, the only message the video was trying to pass across is the importance of oral hygiene.

Till today, social media remains the most common platform for social marketing as seen in the scenario mentioned above. Organizations that adopt this technique make use of social media platforms such as Facebook, Instagram, and Twitter, to pass certain message that encourage social change. Before the advent of technology, newspapers, billboards, TV adverts were used as mediums for social marketing.

WHO ADOPTS THIS TYPE OF MARKETING

Obviously, due to the goal or aim of this marketing tactic, a profit oriented company like Amazon may not want to adopt this marketing approach in promulgating their services or product. Social media marketing is often adopted by non-profit organizations, charities, emergency services such as the police force, etc.

As a dentist who has a big heart you can adopt this marketing strategy to stimulate social change or achieve social good in your community. You could decide to set up a campaign that promulgate the importance of oral hygiene or something related. Just think of anything that can be helpful to the society.

Your social marketing campaign will only be successful if you fully understand your target audience and the change you plan to stimulate or encourage in these group of people. If you want to end the cycle of excessive smoking in a society, you know who your target audience is. Your social media campaign or whatever awareness program you choose to implement, should be tailored to meet your target audience.

BENEFITS OF SOCIAL MARKETING

The benefits of social marketing is quite enormous. This marketing strategy plays an important role in the welfare of individuals and a community in general.

Social marketing strives to influence certain character that are deemed to be beneficial to people and the community at large all for the greater social good. This is done in several ways. Some organizations set up campaigns that help incite this change by raising the awareness of the health risks that comes with certain bad habits like excessive drinking, the intake of drugs, poor oral hygiene, etc.

Social marketing help create a better environment and community. When implemented this marketing strategy aims to change the behavioral anomalies that exist in a certain community and in the lives of individuals.

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Social marketing explained

Social marketing is all about effecting a change in the behavior of your audience for their own benefit, and not for a brand. Social marketing is bringing about social change. Sometimes, it is not only to change the behavior of people, as in the example above, but to sustain such behavior so long it benefits the society at large. Social marketing does not market a product or service — social marketing markets ideas, thoughts, and social change.

Who does social marketing?

Social marketing is done by people or organizations that care about social good and improving the lifestyle of a people. Such organizations may include non-governmental organizations, fire-fighting companies, road-safety, drug enforcement agencies, etc.

Examples of social marketing

Social marketing is often carried by the above organizations in the following forms:

• Discouraging the use of harmful drugs
• Discouraging smoking
• Discouraging drinking and driving
• Discouraging deforestation
• Discouraging littering
• Discouraging racial segregation
• Discouraging gender discrimination
• Encouraging safe driving
• Encouraging personal hygiene
• Encouraging physical exercises for healthy living.

Importance and goal of social marketing

You will agree that most stereotypical ads you see turn you off. Most times you just sift through until you find something that speaks out to you, appeals to your emotions and personality. This is what social marketing does. Telling someone to stop smoking is not enough. It must be presented in such a way that captures the person’s attention and appeals to their emotions, before hoping to effect a long-lasting change in the individual. Social marketing presents these ideas in dramatic style, both entertaining yet educating the individual about the reality of their actions and its consequences. Some people are not actually aware of the harmful effects of the drugs they use, yet they have some unpleasant experiences. But when these experiences are explained through social marketing, the individual understands fully the scope of their action and its consequences. Through its compelling and simple style, social marketing is able to “market” ideas for social good.

Social marketing is entirely different from social media marketing

Social marketing must not be misconstrued with social media marketing. Social media marketing is simply the use of social media platforms like Instagram, Twitter, LinkedIn, etc., to Market a brand, whereas social marketing could be through any platform so long the ultimate aim is social good and not to market a brand.

The 5 Ps of social marketing

There are 4 Ps associated with traditional commercial marketing viz.: Product, Price, Place, Promotion. Social marketing includes a 5th P i.e. Policy, in its approach.

Product: The product in commercial marketing is what the market sells. It is the same way with social marketing but here, the product is not a tangible object or services, but an action or behavior that offers benefits to the society. The product must be delivered to the audience in such a clear and captivating way such that the audience understands and accepts the change and its benefits.

Price: In commercial marketing, the price refers to the financial cost of the product. In social marketing, it refers to the difficulties and barriers faced by the individual in making the desired change. It is often quite physically and emotionally difficult for someone to stop smoking, carry out physical fitness training and hygiene, and that is why social marketing must rely on making the benefits to far outweigh the “price”.

Place: This is how and on what platform you want to reach your audience. Where is your audience likely to receive your message, and what efforts must you make to ensure that your message reaches and is accepted by your audience? Ambassadors can be put in place to directly liaise with the audience.

Promotion: This refers to the media you use in capturing the attention of your audience. It could be through radio or television channels, newsletters, bill boards, rallies, etc. The medium must be one that is easily accessible to the audience.

Policy: Policies are created in a social marketing campaign to encourage the audience to make the desired change. The policies do not serve as a punishment when they refuse the change, but as a way to drive them to change.

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What is Social Marketing?

Social marketing is a strategic marketing approach aimed at positively influencing the way people behave, thus benefiting them and the society at large. It involves critical and in depth research into the behavioral practices of the target audience, and evaluating measures which can be employed to cause a change or sustenance in their behaviors.

What Is the Goal of Social Marketing?

The goal of social marketing is to change or maintain the behavior of the target audience, thus benefiting the society in the long run. It is not just aimed at increasing awareness about a topic, but imploring people to change or maintain a specific behavior for their own good.

How Does Social Marketing Relate to Dentists?

As have been said, social marketing is not about selling your business or product. It is about caring for the audience by altering or maintaining their behavior for the purpose of improving their long-term general well-being. As a dentist, it is paramount to go into social marketing because there are many practices and actions which can damage one’s dental health. People involve in common daily activities that damage their teeth without knowing it. As a dentist, it becomes important that you care for these people by making them understand the implications of what they are doing, and spelling out what they can do to better improve the health of their dentition. By offering ideas and instructions on how to care for their teeth, you are changing their behavior for their own good — this is what social marketing is all about.

Social Marketing Techniques for Dentists

Social marketing employs the same techniques used in commercial marketing i.e. the “4 Ps” approach. The four Ps are Product, Price, Place, and Promotion. In addition, social marketing includes an addition P, Policy, to make it the “5 Ps” approach. All these are explained below:

Product: Product, as in commercial marketing, refers to what is been marketed — the object. In this case, the idea or behavioral change is the product. As a dentist, the product of your social marketing campaign could be brushing twice daily, or disposing a toothbrush after 3 months of usage. The product is solely for the benefit of the audience and the society.

Price: in commercial marketing, the price is the cost of the goods or services; but in social marketing, the price is seen as the inconvenience or barriers to that change in behavior. This can be explained by the fact that individuals find it difficult to throw away old habits (old habits die hard, as the saying goes). Social marketing must be done in such a way that the audience realizes how beneficial the change in behavior is to them. The benefits must outweigh the cost before the audience is expected to consider the change.

Place: This refers to where and how the target audience can be easily accessed. It could also be seen as the efforts made to ensure that the audience accepts the change. Such efforts, as par social marketing for dentists, could include providing free toothbrushes and toothpastes to the audience in a geographical area.

Promotion: The ways or media through which the messages are sent out to the target audience are referred to as promotion. This could be done through television and radio adverts, social media campaigns, bill boards, etc.

Policy: Policy, the 5th P, is peculiar to social marketing as it is not involved in commercial marketing campaigns. Policies are put in place to encourage the people to make changes in their behavior but are never a means to punish defaulters. The policies are reached by an in depth understanding of the people’s lifestyle.

What are the Benefits of Social Marketing?

When people’s behaviors are changed for the better, the general social status of the society is improved. For example, people who care for their teeth daily are less likely to spend money removing and replacing damaged teeth. By promoting a positive change in the lives of drug addicts, there will be less mental and psychological disorders. Social marketing produces change with very little cost.

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You see a poster while driving back from work. In this poster, there are two girls standing side by side. The first girl has a bad tooth and above her head is a tag which reads “I consume candy frequently”. The other girl with a nice looking tooth has a tag over her head and this tag reads “I regulate my consumption of candies”.

What do the above-mentioned illustrations share in common? They are all a typical example of social marketing, which can also be regarded as “marketing for good”. You should have at one point, come across one of these scenarios.

DEFINITION OF SOCIAL MARKETING

The illustrations described above would have provided you with a little insight into what social marketing is. To make the picture clearer, we are going to provide you with a better definition of this marketing strategy. What is Social Marketing? Who adopts this marketing strategy? What are the important elements and tactics to adopt if you decide to use social marketing for your dental clinic?  The answers you seek is here, let’s begin!

Social marketing is a tactics that is designed to implement social change, not to the direct benefit of a business or an organization. With the aid of traditional marketing methods, this strategy helps in increasing the awareness with regards a particular issue or case, with the goal of convincing an audience to drop their behavior.

Rather than promoting a product-like other marketing tactic-social marketing enlighten the public of the dangers that are attached to a certain behavior to create a change. The society benefits from this in several ways. And rather than urging the audience to purchase a particular product, social marketing urges the audience to change their bad habits or behavior.

This strategy is typically utilized for causes such as:

Safety and Health, such as:

• Putting a stop to excessive smoking habit
• Putting a stop to excessive drug use
• Infirming the mass about the benefit of exercising and healthy eating
• Driving appropriately

WHO UTILIZES SOCIAL MARKETING CAMPAIGNS?

Social marketing strategy is mostly utilized by non-profit organizations, emergency services, including charities and government organizations. One thing you should be aware of is that, a. commercial business like a dental clinic can run a social marketing campaign. As a dental clinic, you can decide to run a social media campaign for something you are very passionate about.

WHY IS THIS MARKETING STRATEGY SO IMPORTANT?

Social marketing is significant for some reasons. Simply imagine utilizing traditional adverts for your products or services. Sometimes, online users aren’t often propelled to check out a product via an advert alone.

 So, how does an attractive advert gets your notice? It either has an appealing design that wows you, or it is one that is quite hilarious. People often click on ads that are different from what they see each day-ads that inspire people take that brief action of checking out the product or service it promotes.

This is just similar to social marketing. Individuals don’t like to be pushed around, they like to act based on their will. The news they watch each day may not be enough to change their view about a certain social issue. Or these people may be in the dark regarding the problem or what it entails.

Some people may also find it quite difficult to break free from some habits, such as smoking, excessive drinking, etc. But a properly implemented social marketing attracts the attention of the people, and enhances their awareness regarding a certain issue, via emotion and a touch of creativity. Most importantly, this marketing strategy helps to make the world a better place.

Social marketing is an ideal tool for charity organizations. Such organizations leverage on this tactic in propelling people to make donations. And it really works because people want to change the world (positively) in the smallest way they can.

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