Social Media Marketing For Medical Professionals
In the early 2000s, social medial was beginning to bud, and an effective social media marketing strategy was extremely easy to pursue. So few businesses saw the value in participating on social media, that simply having social media accounts for your business was enough to give you an edge on the competition. However, now that Facebook has more than 2 million users, it’s harder than ever to stand out on social media.
In this section, we’ll describe the benefits of medical social media marketing, and offer some insight on how to make sure your medical practice succeeds in the tricky world of marketing with sites such as Facebook, Instagram, Yelp, and more.
Is Social Media Marketing Important for a Medical Practice?
Despite the fact that more than 30% of millennials use social media to engage with their favorite brands at least once each month, it is often questionable how significantly niche businesses can benefit from being active on social media. We’re here to clear up the confusion and explain what certain trends indicate about the usefulness of social media for medical practices and physician offices in particular.
To put it plainly, your medical business must have a social media presence, but it won’t need daily engagement to succeed. Simply existing on social media isn’t enough, but overdoing it won’t garner any additional benefit for your business. Social media marketing is very particular for medical practices, but once you have the basics down, it’s significantly less complicated.
How Your Social Media Presence Improves Your Visibility Online
The reason your business needs to have a presence on various social media sites is that search engines such as Google, Yahoo, and Bing currently use social media accounts to verify the validity of a business, regardless of the industry. This means that having a solid social media presence can positively impact how search algorithms regard your website in terms of authority and value.
So how does this work? To start, all of your social media accounts ask for the same basic information: the name of your business, the business address, and the business phone number. It’s essential that all of your social media accounts display the same exact information, written in a very specific way. This in one of the initial things the crawlers will look at when determining where to rank your website.
Your social media marketing campaign should be centered around reinforcing, as well as broadcasting the information already on your website. This will signal to the algorithm crawlers that your online presence is uniform for users on several different platform, which improves the user-experience, and ultimately improves your business’ visibility online.
What Kind Of Social Media Posts Should I Make?
Now that you know your website needs to have social media accounts, it’s important to know which platforms you need to be present on, as well as which types of post to make on those platforms.
The primary platforms that will help improve your visibility are:
While you don’t need to use all of these accounts, the more that you have, the more comprehensive your online presence is, and the larger the audience you can reach is. As a medical practice, your social media accounts won’t need to be publishing daily posts, or anything of that nature. However, you will need to keep your social media accounts well-groomed with weekly or monthly attention.
Let’s have a brief overview before we get into the nuanced steps. As a general rule, you will want nearly all of your posts to direct the audience back to your website. Think of your website as the core of your web presence, and remember that all of your social media accounts revolve around and feed into your website.
As long as you are making regular additions to your website, as we discuss in the content marketing section, your social media posts can be taken directly from those additions. Essentially, every time you add content to your website, you can post the link to that new content on your social media.
All of your posts should include a relevant picture, as well as an effective call to action, encouraging the reader to click the link and continue reading the content on your website. Also be sure to use social media posts to announce any changes to your practice’s regular schedule. If your business is moving soon, or if you will be closed, or open, on a holiday, utilize social media to get the word out. Such simple posts show consideration for your clients as well as potential clients.
Last but not least, be sure to respond to comments on your business’ social media accounts. An essential part of social media marketing for medical practices is engaging with clients, and building brand loyalty. Be sure to respond to any comments and reviews on your social media accounts, good or bad. You can learn more about how to respond to comments and reviews in our social media section!
How To Create Your Medical Social Media Marketing Strategy
Now that you know why social media marketing for your medical practice is essential, we can go over the steps you need to take to create your ideal social media strategy. Bear in mind that these steps do take time to get in place, and we understand that some physicians are simply too busy to keep track of their online presence. If you need help creating or implementing a social media marketing strategy for your medical practice, you can count on the experts at Web3MD to assist you! Contact us now to find out how we can improve your medical practice’s online presence and ranking on search engine result pages.
Step 1: Setting Your Social Media Marketing Goals
First and foremost, you need to determine what you want from social media. The best strategies have a well thought out goal directing the show. As a medical practice, you aren’t selling a product, but rather, a set of specialized services. In order to best engage with your audience, you’ll need your social media accounts to focus on explaining the services you offer, as well as displaying your knowledge and experience in your field.
Keep your goals simple and achievable. As we mentioned before, social media is an essential tool, but for medical practices, those accounts don’t need constant and unwavering attention.
A great goal for medical offices on social media is increasing brand awareness. As a local physician, your business can benefit from local clients looking for a long-term service provider. You may also use your social media accounts to keep an eye on your local competitors, so that you can match their progress and learn from their success and mistakes.
Knowing Your Audience
Step 2: Understanding Your Target Audience On Social Media
Next, know who you’re marketing to. Are you a children’s physician? If so, you’ll want to know which social media platform parents and child caretakers are using most frequently. For example, around 79% of adults use Facebook on a daily basis. However, it’s smart to pay attention to whether or not the adults you want to reach are using Facebook to connect with their favorite businesses.
The demographics can change often, so research who your particular channels are reaching. With your goals in mind, determine exactly which platforms will serve your needs most effectively.
Creating Engaging Content
Step 3: Creating Engaging Content For Your Audience
As a service based industry, medical professionals are going to operate on social media a little differently than businesses in the sales industry would. For example. Don’t post an excess of promotional and sales-oriented content. Instead, make sure your posts are focused on informative content about your specialty and the services you offer.
If you are consistently adding quality blogs and cornerstone content to your website, your social media marketing posts will be extremely simple to keep up with. As we’ve mentioned before, your social media accounts should ultimately direct your audience back to your website. So when you post new content to your website, simply alert your audience with short posts that link directly to the new content. This helps you engage your audience, as well as drive your website’s traffic.
Connecting With Your Audience
Step 4: Connect With Your Audience Through Comments and Reviews
Reviews and comments are essential to your social media marketing strategy. For example, Yelp is currently trending as a valuable ranking source for many businesses. If your medical practice is earning reviews on Yelp of other social media outlets, be sure to respond to those reviews. For positive reviews, thank the client, and encourage them to visit again. For negative reviews, consider apologizing for any misunderstanding, providing an explanation, or offering to call and discuss the issue.
By responding to all reviews and comments with kindness, you help build a positive reputation for your medical office, which can improve how your audience sees your business. Ignoring comments and reviews can cause clients as well as potential clients to distance themselves from your brand.
Tracking Progress & Trends
Step 5: Track Your Progress, Look For Areas of Strength and Weakness
Each month, analyze the effectiveness of your social media marketing campaign. By studying those analytics, you can pinpoint posts that excelled in terms of client reach and engagement, and you can take note of any posts that didn’t do so well. Then, provide more successful posts, and cut back on the ones that under-perform.
It’s important to remember that like every aspect of the internet, social media is a constantly moving and evolving platform that can change over time. By tracking your progress, you can ensure that you social media marketing strategy stays in line with current trends, and remains relevant as time goes on.
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