Start with these small steps for kicking off your Facebook marketing for your small business
More than 1.6 billion people as Facebook users are currently connected to at least one small business via their personal profiles. That makes this social media platform a great place for doctors of chiropractic to spend some time if the goal is to build stronger relationships with patients and prospective patients alike.
But just creating a business page isn’t enough to get others interested in the services you provide. You also need to make that page so compelling that people not only want to like and follow it – and it also entices them to take the next step and make you part of their trusted and respected health care team.
The question that many DCs struggle with is how to do this, or how to utilize their Facebook pages in a way that actually helps them grow their practices. That’s why we reached out to a few marketers to get their input on this topic.
Ask patients for likes and follows
“A big resource that’s underused is simply following-up with clients,” says Dylan Myatt, digital marketing specialist for Advice Media. “If they had an enjoyable experience, simply ask them to like your Facebook.”
The reason this works is a matter of social proof. “The more likes and the higher rating you have, the more trust you generate in someone using Facebook as a vetting tool,” says Myatt.
One way to do this is to send your patients an email after their appointments that has a link to your Facebook page, asking them to go to the page and like it. You could also incentivize this by putting all new likes for the month in a product give-away.
Quality versus quantity
While it may seem more productive to focus on posting a lot in an effort to stay front and center in your follower’s news feeds, Devon Vocke, co-founder of Evoke Strategy LLC, says that concentrating on “fewer posts with higher quality” is a better approach.
This is especially true if your current posts generally revolve around constantly “selling” your practice, as Vocke warns that this type of social media strategy can “turn off your followers and limit your post reach.”
What makes a post higher in quality? “The content should be engaging and educational,” says Vocke. This includes sharing tips, advice, and short videos.
Vocke adds that providing this type of content increases your practice’s organic reach, which refers to the number of people who are able to see your posts without you having to pay for increased exposure.
Facebook ads — small expenditure, big return
Another option is to invest some cash into your Facebook marketing efforts for your small business and buy targeted Facebook ads, which can be a small expenditure for a big return.
“Facebook ads are hands-down the most cost-effective way of getting in front of a highly-targeted audience,” says Lee Murray, founder of Signal Media. “The results we’ve seen with our clients with as little as $25 a week is astounding.”
The key, says Murray, is to target your ads to your desired audience — athletes, the elderly, or another demographic of patient.
“Whomever you choose for your business, dig into Facebook’s behaviors and interests when setting up your targeting,” suggests Murray. “Identify the key interests that are common with your core patient audience.”
Once you have this information, you’re better able to create content that is more appealing to your target market. For example, “if you are going after young athletes with ankle sprains, show them a 30-second video showing how you assess common soccer injuries,” says Murray.
Avoid unintentional risk
Just as it is important to know what to do to get your most out of your Facebook business page, it’s equally as critical to know what not to do, and one common issue that Jason Eland, owner of Eland Consulting, says happens way too frequently is “bad marketing practices that exposes risk.”
Eland says that practices that fall into this category include:
- using client testimonials without a release;
- unintentionally using office photos or videos that accidentally capture patients without getting a release;
- storing lead data on non-compliant servers that were set up by a web developer who didn’t have a clue about HIPAA and business associate agreements.
In short, if you’re going to use pictures with patients in them, get their permission in writing first. The same is true if you want to post their glowing reviews. Additionally, make sure your private data is secure so it can’t be hacked through your Facebook page.
Following these basic guidelines can help ensure that your office gets good press via your Facebook page, not a potential lawsuit in the making.
