Ok, here is what we have been noticing the past few weeks regarding the marketing for our clients using Facebook, and thought we would share our findings so you can start implementing some of these things as well for your own business.
As far as social media goes, Facebook is the granddaddy of online marketing. So the first thing you need to have is a separate Facebook page for your business, and you need to be engaging your audience with regular postings on your business page.
The ratio that I’ve found to work best is a 3:1 ratio over a 10-day period. Meaning, you put out three general posts that are in line with your type of business. They can be inspirational, motivational or informational to your audience. Now the fourth post needs to be an offer or some call to action linking back to your landing page or website. This can be a free consultation, a free massage, a percentage off, a buy one get one, etc.
Doing this also creates “chatter” on your Facebook business page.
Also focus on building an engaged audience. It doesn’t do any good to post when you only have 20 people liking your page. The opposite is when you have 10,000 page likes yet no one engages your posts. We found the 3:1 ratio works best when you have 500 or more followers (the more the better).
Another thing to do is change out your Facebook header for some seasonal flair. You can change the page header for two weeks, use different page banners to reflect the season (e.g., in the fall pick appropriate colors and images). I’ve found that by keeping the header dynamic we increased engagement and likes by over 25 percent.
Another thing you can do is bridge this change over to your other social platforms as well as website pages. You can also do this to any landing page you create where your ad is driving people.
Focus on any of your general posts that go viral (lots of likes, shares and comments over a few days). You can take those comments and formulate a two-minute video covering the questions, concerns, and topics of the comments. Then sponsor that short video on Facebook (about $20 is enough), and direct people to go to the “contact us” page on your clinic website. Offering a free consultation there should generate a ton of potential new patients.
To take it another step, edit a copy of the video down to 80 seconds and place it on your Facebook page as the header. You can upload a video to the header section instead of a static picture if it’s less than 90 seconds long.
Now you have a video people see when they click on your Facebook page that is likely answering the majority of their questions. Results I’ve seen after doing this have been dramatically more effective than regular ads. (To post a video in the banner section it has to be in the MP4 format.) So if you record a video on your smart phone and upload it to YouTube it won’t work. What you need to do is go to a site like keepvid.com and paste the YouTube video URL into the keepvid editor. Then, using the dropdown box, check “MP4” and save to your desktop.
So there are a few practice-building social marketing tips you can start using immediately in your practice. Give them a try and let me know your results.
Bryan Hawley, DC, has been in health care for more than two decades and owned and operated several high-end clinics. He is an international speaker, author, and coach. He is also CEO of SocialMediaDigimark, an online ad and marketing agency that specializes in helping DCs. His partnering company Brighthaus is an international SEO agency, with Fortune 500 clients. He can be reached at firstname.lastname@example.org.