Using social media to promote your practice doesn’t mean bombarding your readers with sales pitches – far from it. The best way to engage your readers is to build relationships with personality-type postings rather than the hard sell.
This was the result of a recent study from Stanford University Graduate Business School that used innovative analytics to determine what kind of social media content works best for small businesses. The research pooled Facebook data for more than 100,000 posts of 800 business users.
The result is real information on how companies can optimize their social media strategies:
- Content matters. Traditional media marketing aimed to maximize the number of people who see a brand message and receive incentives like coupons. But awareness isn’t enough – after all, aren’t TV commercials annoying? Engagement with potential patients and clients should be the goal of social media marketing. Now when planning social media content, think about who is the user, what content do they want, what do I want from that user?
- Be someone. Performance social media marketing aims to generate sales – “conversion.” Brand building, on the other hand, attempts to connect with customers for a long-term relationship. Think of the difference as “sales” vs. “marketing.” The study concluded that using “brand personality” content that simulates a human being gets much more engagement. Professional services such as physicians and attorneys would aim for a brand personality of competence: accomplished, knowledgeable and trustworthy.
- Mix it up. Persuasive content is more credible when it appears to come from a friend. But performance marketing – i.e., free consultation – works with certain individuals and businesses. Try a combination of both where personality-type posts build long-term relationships while informative posts generate leads.
- Strive for engagement. The study concluded that Facebook’s news feed selection process prioritizes content with good engagement. Those “likes,” “shares” and comments are similar to Search Engine Optimization (SEO) on the internet – reader engagement helps rank your posts to appear more often, just like Google search rankings.
The bottom line? Add some good brand-personality content to your social media postings to gain visibility with prospective clients and patients.
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Blue Orchid Marketing offers custom-written marketing elements designed to increase your bottom line. We also focus on external marketing by placing your practice on more than 70 local online directories and writing weekly custom blogs and social media posts to ensure your practice is found on internet searches. That’s more than 40 posts a month … it’s a service you need to stay competitive!
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To learn how our internal marketing solutions can put money in your pocket and our internet presence solutions and websites can help you to attract new patients and clients, please call us at 203-746-5901 – ask for David – or send an email to DavidB@BlueOrchidMarketing.com. We’ll create a package that’s right for you!