Are you wondering what exactly social media is doing for you? Read on.
Social media works; this we know, but despite this proven fact, it seems the exact value of these channels remains a mystery to some. We get a lot of questions about how Facebook, Instagram, Twitter (and the multitude of other social media channels) are benefiting your practice. The truth is, we see so many awesome benefits to social media marketing every single day; here are 12 in particular that we think you need to know about:
1. Increase brand awareness.
First and foremost, social media provides an opportunity to showcase your brand, and what it is you stand for. The content you share and the way you interact with your audience gives potential patients and customers a glimpse into your practice, your values, and your voice. With literally millions of users on these platforms, you have an opportunity to reach people who may have never heard of you otherwise; ensure their first impression is a good one.
2. Make sure they keep you in mind.
No other marketing platform gives you direct access to your patients any day, any time. In a world where we’re all constantly being bombarded by marketing messages, this can go a long way in ensuring someone thinks of you when a need arises. Exposing people to your brand on a consistent basis, even when they’re not in buying mode, ensures you’re the first place they look as soon as they are.
3. Make your expertise known.
Establishing yourself as an authority or expert in the aesthetics industry is such an important point of difference, and social media is a necessary tool in making this happen. Create and share relevant content, respond to industry-related questions, and become a go-to resource.
4. Engage with your patients.
We call these channels “social” media for a reason. They provide a two-way communication platform and give you the ability to communicate and form relationships with your followers. Creating a trust between you and your patients before they even walk through your doors is a potential benefit that is unique to social media.
5. Target your audience.
Establishing active social media accounts enables you to utilize unique advertising platforms that allow you to advertise to a specific type of person (based on age, gender, interests, location, and sometimes even average household income). This means you can make sure your message is seen by those who are interested in seeing it, and tailor your messaging accordingly.
6. Turn your employees into advocates.
The success of your practice matters to your staff too. They know better than anyone how great the products and services you’re promoting are, which is why they’re likely more than willing to act as advocates on social media. Use this to your advantage and encourage them to share positive information and expand your reach.
7. Share patient-generated content.
If your patients are willing to share results and advocate for you on social media – take advantage! Whether they’re sharing their experiences, posting pictures of their excellent results, or thanking you for a job well done, highlight this user-generated content on your own channels.
8. Distribute the content you’re already producing.
Chances are you’re already creating some pretty great content on a regular basis—blogs, articles, newsletters and the like—but what good is that if it’s not being seen by the right people? Social media is a crucial and necessary aspect of any content distribution strategy. These platforms also make it really easy to promote this content to expand your communication reach even further.
9. Establish another channel to increase website traffic.
Social media can drive a significant percentage of traffic to your website on a monthly basis. Getting people to your website introduces them to a wealth of knowledge about you, your clinic, and the treatments you offer. With an abundance of digital analytic tools available, we are capable of tracking the gritty details of where your website visitors come from and how many of these visits turn into leads.
10. Reach your target audience where their attention is already focused.
Our goal is always to reach our target audience and capture their attention. In our Internet Age society, that attention is often focused on social media more than any other channel. What this means is it’s exponentially easier to capture their attention on Twitter, Facebook and Instagram than with a billboard, a radio commercial, or a piece of direct mail. Not to mention, it’s often more cost effective.
11. Keep an eye on competitors.
Social media makes it easier than ever before to keep an eye on—and learn from—your competitors. Learning from their successes can be extremely helpful in achieving your own. What are they doing that works? What could you be doing better? It’s OK to set goals for performance and growth based on these insights.
12. Network. Network. Network.
Social media is not only great for engaging with potential leads and customers – it’s also a great place to interact with potential partners, influencers, industry peers, and brands. Use social media to build mutually beneficial relationships. Like, comment, and share relevant content they produce, and these influencers may do the same for you.
The list of benefits surely doesn’t end here, but we hope it gives you a glimpse into the world of social media marketing and the endless possibilities these channels present. Have we convinced you to get on board? Get in touch today.
