Posting is Essential
While digital marketing is a great tool for generating new patient leads, creating and managing your social media presence an essential element to graduate new leads from the “awareness-phase” to the “appointment-phase” in your marketing processes. Most potential patients will check out your social presence on the web before booking an appointment. If a potential patient goes to check out your Facebook page for instance, a solid presence with strong “social proof” will often lead to an appointment.
So, if you don’t have a social presence yet, it’s time to get one. Many business owners get stuck over-thinking what they need to do. If that sounds like you, no worries. Just follow the steps below to get started.
But before we get to the steps, I want to emphasize that building your social presence online needs to start inside your practice. Social media is a just tool to get your content in front of your followers and potential patients. The platform (Facebook, Twitter, Pinterest, etc.) doesn’t do the work for you. In fact, no platform can help your business without good content. It’s just a conduit for getting your content to your audience.
So, where can you get content? You have to build a “culture of connection” within your practice. Thinking of ways to include your sharable activities on social media needs to be an embedded thought process for everyone on your team.
To get the ball rolling, follow these 10 simple steps:
- Have an after-hours’ get-together with your team to discuss why it is so important to incorporate content gathering activities within the daily routine of your practice.
- Set goals. What do you want to achieve by posting content to social platforms (create trust, show that you have an attractive office, a relaxed or professional atmosphere, your practice is child friendly, adult friendly, you have a fun team, skilled team, etc.)
- Make it a habit to discuss sharable opportunities during weekly team meetings. Keep in mind the goals set in step #2. Filter ideas that don’t support them.
- Make it fun with teams, contests and reward those who provide great content.
- Include your patients, but make sure you have their permission.
- Tell great patient “before & After” stories. Before & After pictures are great for storytelling. If you don’t have patients willing to consent, offer a discounted or free service in exchange for consent to share their story.
- Have a gatekeeper for all content with the responsibility to review all suggested posts. Keep in mind the goals set in step #2. Filter suggestions that don’t support them.
- Don’t overthink it! Simple is good and more importantly, it’s authentic. Celebrating birthdays is an example.
- Streamline your content. Edit unnecessary details. Think of social media a brochure. You can always include all the details on your website.
- Listen to your feedback. Your audience will help you determine what works best.
When Posting, keep these basic Do’s and Don’ts in mind:
- DO: Keep it short
- DO: Post frequently
- DO: Be genuine
- DO: Get feedback from your followers
- DO: Respond. Answer questions and follow up on feedback. ALWAYS SAY THANK YOU!
- DO: Use tools to help you simplify your process. For example, My Social Practice has some great content that you can share and Canva has easy to use templates that will make your content look great.
- DON’T: Sell more than 20% of the time
- DON’T: Spam your audience. 3-5 posts per week is enough
- DON’T: Talk politics.
- DON’T: Go dormant. It will hurt the ranking of future posts.
- DON’T: Ignore negative feedback. Provide your contact information and settle the matter privately.