Is traditional advertising dead?
With over 80% of Australians using social media now. Social media has become too big of a thing to ignore and with traditional advertising becoming more obsolete and inefficient as we progress deeper into the 21st century, small businesses need to be able to advertise where the attention is.
So how do you start to build and establish your credibility online? Here are some tips that you can start implementing today in your healthcare practice if you are a plastic surgeon, dentist, physician or doctor.
1. Keep your Facebook page active
As of November 2017, the social networking site Facebook has over 2 billion monthly active users. With almost all of the developed and developing world now on the platform, there is an enormous opportunity cost to not be on Facebook. Start off by creating a Facebook page for your clinic if you haven’t already, be sure to use a clear profile and cover picture.
Post at least 3 times a week
Posting three times a week will ensure that your page is active with new content, so new people will want to check out your page. Some ideas to post on Facebook include:
Build a community
Interact with people on Facebook! There is a reason why it is called SOCIAL media, things are supposed to be social! Ask questions, encourage people to LIKE and COMMENT on your posts, and always reply and “like” comments that people leave on your posts. People want to feel like they are connected and are part of something.
Post visual images
People are visual, make sure you are posting HIGHLY VISUAL and EMOTIONAL content. We all know that a picture speaks more than a thousand words. Tip: Use Canva.com to design simple and attractive social media posts.
Link back to your website (SEO)
Always include a link to your website in all of the posts that you post on social media sites, this ensures that you have a higher rank in Google when people search for you.
2. Use Hyper-targeted Facebook Advertising
With all the information collected on social media platforms such as Facebook, Facebook Ads is an extremely powerful tool to target a specific demographic of your audience. For example, if you run a cosmetic dentist clinic and you know that most of your patients are between the ages of 25-45, lives within 10 km of Melbourne CBD, and happen to be mostly female - you are able to use that information and display advertisements to that SPECIFIC demographic of people on Facebook. You can even narrow your targeting down to the net worth and income of people.
3. Post frequently on Instagram
With more than 800 MILLION people on Instagram (and growing), Instagram is the next up and coming platform after Facebook, Instagram was in fact acquired by Facebook in 2012. Instagram is the perfect platform for healthcare professionals such as dentists and surgeons, given the visual nature of the platform.
Connect Instagram to Facebook
Integrate your Facebook content with Instagram so that content posted on Instagram will be posted to Facebook simultaneously.
Post educational content
Inform and educate viewers on procedures, health tips, beauty tips, depending on your industry.
Before & After Photos
Show exceptional results here, make use of the visual platform that Instagram is to showcase results. The contrast effect is a powerful human psychological bias that when used effectively can bring enormous upside.
Make use of influencers
Influencer marketing is becoming a huge industry in itself, celebrities like Kim Kardashian are charging companies over $500,000 for ONE Instagram post, reaching her 104 million followers. Although your patients may not include ultra famous socialites or celebrities such as the Kardashians, asking previous patients or customers to give you a shoutout on their Instagram can help you get heard (especially if they have a relatively large following).
This surgeon has asked a previous client who has a large following on Instagram, to do a shoutout for him (this helps him get his name heard)
4. Create Visual Content
Within the next 4 years, 82% of all consumer internet traffic will be based on video content. As consumers rate visual content (photos and videos) as one of the most important forms of content, small businesses that aren’t or are slow to produce videos are lagging behind the curve.
Facebook & Instagram
Use these platforms to share and post your photos and videos!
A YouTube channel can be set up to post videos on to your website.
Record a video sharing about yourself, how you started your practice, and your thoughts. This allows potential clients and customers to get to know you without having to even meet you in person. Have a video tour of your office and record video interviews with your team/staff. Use videos to provide quick 1-2 minute patient testimonials (social proof is important!)
Use video and photo content to display video clips at industry conferences, events and/or seminars.
5. Give, Give, Give
Giveaways and contests are a great way to keep your social media followers engaged, offer discounts and promotions as an incentive to your social media followers. This is all part of building a community.
I hope that you found this information useful in your daily marketing efforts. If you would like to talk about how Vertex Social Media can help your business we would love to hear from you. *Get a complimentary FREE Social Media Audit NOW.
*first 15 businesses only
Vertex Social Media helps amazing small businesses in the healthcare industry keep up and not get left behind in the social media revolution.