If content marketing were a pie, then social media marketing would be the filling. To have only one or the other is a waste of time. Social media allows you to touch potentially thousands, if not millions, of people within specific and multiple demographics.
In 2017, it was reported that in 2016, mobile social media users increased 9 percent higher than other forms of social media users. And with 74 percent of those on the internet engaged in social media, 80 percent of them are seeking specific health information. Furthermore, half of those search results lead them to search for a particular doctor, health professional, or healthcare facility. This makes social media a potent tool.
This means that it is more crucial than ever for your practice to establish a strong, authoritative social media presence. For most medical professionals, this seems like a daunting task since they’re often busy helping others. But it doesn’t have to be as disconcerting as you think. Crystal Clear Digital Marketing has over 20 years of experience in the marketing industry, making us front-runners in the digital marketing race. Here we will share four simple tips to assist you in getting your practice noticed on social media.
1. Text is Boring; Photos are Engaging
Photos and infographics receive much more immediate attention from social media users than a post with only text. According to a Hub Spot survey, a Tweet with images is retweeted 150 percent more than Tweets without images, while a Facebook post with images is two times more likely to be liked and shared than a post with only words. Additionally, Infographics are three times more likely to be shared across social media than any other type of content.
Another powerful tool in the content marketing world is video. In 2015, the latest data showed that eight million videos were viewed per day on Facebook alone. Mark Zuckerberg also stated that most people are made aware of content through their news feeds. And it should also be mentioned that 85 percent of Facebook users watched these videos with the sound muted.
What is it about photos, Infographics, and videos that make for such reliable sources of social engagement? It’s because these conveyors of information can reach farther and deeper into a person’s psyche than a bunch of words. This holds true especially in today’s modern age when people want things fast, including information.
2. Provide Educational Content for Your Audience
Though the term “Digital Age” takes on new meanings as technology evolves, new types of user devices are released, and the way people interact with others change, there is one driving force that continues to propel industries forward: Information.
In 2017, Google reported that one out of 20 searches done by its users is health-related. In response, Google launched a new “health feature” that provides information about 900 frequently-searched-for health issues. The report includes symptoms, conditions, prevalence, and diagnosis.
This is important for you to consider when planning your social media marketing strategy. The Internet brings ease of access to billions of users looking to answer all sorts of questions ranging from which airline has the cheapest flights to what color of paint makes infants happy. Answering medical-related questions or sharing health information in association with your field makes you a leader in your industry and helps to build your online presence.
3. Don’t Do What Everyone Else is Doing
One of the longest running trends in the content and social media marketing domain is so many people and companies copying from someone else in an attempt to ride the wave. These days, people are looking for genuine content that is rare and awe-inspiring; they’re growing bored of the same old stuff all of the time. This is why many social media users are falling in love with ephemeral content.
Ephemeral content was popularized by Snapchat, with other social media giants like Facebook and Instagram following close behind. This kind of content usually comes in the form of a short live video feed or temporary posts that self-delete after some time, such as Snapchat Stories.
Ephemeral content appeals to your audience for these reasons:
Fear of Losing Out
Ephemeral content triggers the “fear of losing out” syndrome (also known as the “FOMO effect) that seems to be a common human trait. Snapchat was able to harness the power of the FOMO effect, and now marketers are continuously forced to find new ways to keep their audience tuning in.
People Love Authenticity
Audiences are overwhelmed with overly clean, heavily polished advertising campaigns. When they see someone being genuine, even if it’s brash, people tend to trust it more. An excellent example of this comes from the political realm, which is probably the toughest marketing campaign in the world.
When former President Obama was asked about drugs, he candidly admitted to not just trying them, but wasting a lot of time using them. It was a very different answer from President Clinton, who admitted trying it, but never inhaling.
Later, Obama was asked by a high school student if he had ever smoked marijuana. Obama answered in the affirmative. Then the students asked if he inhaled, most likely as a joke referring to Clinton’s iconic answer. Obama responded, “The point was to inhale. That was the point.” People back then loved how authentic Obama seemed, and it was a major focal point of his campaign.
Take Them Behind the Scenes
Most everyone has been a fan of a music artist or film star. And there is always that dream of being able to go backstage or on set and interact with the whole thing. Ephemeral content has revolutionized the entire backstage, on-set fantasy by allowing organizations, brands, and especially the entertainment industry to communicate with thousands or millions of followers in ways never seen before in marketing.
By inviting people to join you behind the scenes of your medical practice, it not only allows people to interact with you, but it also provides transparency, which is a big concern for many consumers these days.
Mobile is Taking the Charge
According to a study done by the Pew Research Center, 77 percent of adults in the United States own a smartphone or some other type of mobile device (such as a tablet). As you get closer to college-aged individuals, the numbers are higher.
There is no need to invest in renting or buying expensive camera equipment or hiring a film crew to film your every move. With smartphone technology and flexible social media platforms providing all sorts of tools, it only takes grabbing your phone and recording moments as they happen. In this way, you’re able to take advantage of the previously listed attributes of ephemeral content.
Social media users are 40 times more likely to share visual content they find interesting than any other kind of content. Not only that, but they are more prone to become engaged as well. Again, Snapchat revolutionized this by allowing users to apply geo-filters, which brands incorporate into their marketing strategy. This service gives users the ability to put a filter over their snaps based on the time and location of their posts. You could call it a way of crowd-sourcing your practice.
4. Stay Engaged with Your Followers
When social media first became seen as a potential marketing tool, a lot of people thought, “The more followers I have, the more money I’ll make.” But big data analytics was showing the big corporations that a large number of followers didn’t equal more conversions. This is because people have numerous reasons for pushing the “like” or “follow” button, with most of them not involving immediate plans of visiting.
Regarding using social media to bring people in, you have to start thinking depth is more important than breadth. It’s far better in the long-run to have a smaller number of engaged followers than a massive amount of followers who see your practice in their “liked” section and can’t remember why they even liked you in the first place.
You can’t look at a social media marketing campaign the same way you look at television ads, where you shoot the commercial and run it a few times a day on local stations. With this type of strategy, you’re hoping if people hear the name of your practice enough, they’ll remember it the next time they need the services you offer. That’s because social media was designed for interaction, and your audience expects it.
Delving into the world of social media marketing isn’t for the faint of heart. It takes a particular kind of preservice and dedication to see results. This isn’t because social media sites are teaming up with organizations who are good at it either. There are thousands doing the same thing, and all that content eventually becomes nothing more than white noise to consumers. Crystal Clear Digital Marketing can be your social media partner and help you be heard through the noise. To learn more about getting your social media marketing campaign rolling, contact us today and find out how we can help you!