Do You Have a Social Media Plan?

Internet Marketing for Attorneys, Surgeons, and Dentists

By: Jill Messinger, Social Media Specialist

As a business or practice in the Age of Information, it’s impossible to deny that social media is one of the most powerful tools in your digital marketing arsenal. When first getting your feet wet with social media, it may be tempting to just dive right in and begin posting any content that comes to mind.

However, it’s important to take a step back and create a solid social media plan that will help you reach your long-term and short-term goals and ultimately secure success for your practice. Once you’ve created your social media pages, follow these guidelines to ensure the implementation of your social media strategy is seamless and successful.

Set Your Goals and Expectations

The first step in creating your social media strategy is to establish realistic goals and expectations that you hope to achieve. Without goals, it’s difficult to measure the success of your social media campaigns, and ultimately prove your ROI.

For example, if you are trying to increase brand awareness, your goals should be focused on gaining followers on your social channels, increasing engagement on your posts, and creating branded, valuable content for your social profiles. However, if your overall objective is to increase leads on your website, your goals should focus on generating convincing CTAs on your posts to direct users back to your website, which can ultimately result in increased conversions.

An easy way to begin with goal creation is to jot down three objectives you would like to achieve by a certain deadline, then work backwards in how you will achieve those goals. For example, if you would like to increase your Instagram engagement, a goal could be to post 3 Instagram posts a week with a target of 20 likes and 3 comments per post. In theory, everything you do on social media should be done with purpose - every post, comment, retweet and share should align with the goals you originally set.

Know Your Audience

Knowing your audience is imperative in order for a business or practice to be successful. As you start creating your goals and overall social media strategy, keep your target audience in mind and create content that appeals to your demographics.

Don’t just create posts that you want your followers to see; create posts that your followers will actually WANT to read. Research how your audience is utilizing social media by asking the following questions:

  • Are they viewing profiles on their mobile devices?
  • Which profiles are they visiting on a regular basis?
  • What type of content are they most receptive to?
  • What time of day are they checking social media?

Understanding these details about your users is extremely important in how you market to them through social media, and plays a critical role in creating your social media strategy.

Create a Social Media Content Calendar

Once you’ve created your social media objectives and analyzed your audience, it’s time to compile this information into an accessible, comprehensive content calendar. A content calendar is exactly what it sounds like - a way to plan social media posts, store information about your target audience, keep track of what has performed well in the past, and keep your social media presence on track with your overall strategy.

There are numerous digital programs that help you schedule posts and report on your progress, but a content calendar can also be as simple as a shared Excel document where you archive and plan social media posts. Content calendars also make it easier to analyze the success of your social media strategy by tracking results overtime.

Measure Your Results & Adjust Your Strategy as Needed

After a few months of implementing your social media strategy, take the time to measure your results and contemplate how you can adjust your current strategy to further benefit your practice. Observe what type of posts are performing the best and driving the most traffic to your site. Track the amount of new followers on your social media profiles, as well as the amount of interactions on your posts and overall reach.

Once you have a sense of what’s working and what’s not, record that information in your content calendar as a reminder. Keep in mind that social media success doesn’t just happen overnight; you’ll need to experiment continuously until you find a strategy that works best for your practice.

Take the Stress Out of Your Social Media Strategy

If creating and implementing a social media strategy feels overwhelming, a digital marketing agency such as Page 1 Solutions can assist you in managing your social media profiles so they align with your overall business goals. A team of social media specialists analyze your target audience’s social media behaviors and create a personalized strategy to ensure your marketing efforts are streamlined and working effectively to increase your ROI.

To learn more about partnering with Page 1 Solutions and how we can assist with your social media marketing plan, contact our sales and marketing team at 800-368-9910.

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