Should My Practice Be on Instagram?

Internet Marketing for Attorneys, Surgeons, and Dentists

By: Alexa Davis, Social Media & Inbound Marketing Specialist

At Page 1 Solutions, we work with attorneys, plastic surgeons, ophthalmologists and cosmetic dentists who often doubt the benefits of utilizing newer forms of social media – like Instagram – to market their businesses. One of the biggest hesitations we hear from them is, “Instagram won’t get me leads.” But – contrary to popular belief – that is far from the truth. Instagram not only gives professional practices the opportunity to personalize their brand and share it with the public at large - but it also gives their potential customers the ability to contact them directly through the app (via email and/or messaging). As a former Internet Marketing Consultant here at Page 1, I addressed this “million dollar question” with my clients on many occasions and to make a long-story-short, the answer is almost always going to be a resounding YES – you should be on Instagram. But before I dive into why it’s so great, I do want to make sure we address what it is and what kinds of professionals would best benefit from using it.

I am assuming that most people have at least heard of Instagram, but hopefully everyone is also aware that it’s one of the most popular social media platforms that exists today and it is absolutely exploding in popularity. To be more specific, Wikipedia describes Instagram as, “an online mobile photo-sharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them either publicly or privately on the app, as well as through a variety of other social networking platforms, such as Facebook, Twitter, Tumblr, and Flickr.” If you’ve never downloaded the app or seen it for yourself, you can get a sense for what it looks like in the images below:

Because Instagram is a platform that was specifically built for the distribution of photos, it is definitely easier for our medical clients to produce the type of visual content that performs best on the app and works to successfully promote their services. Obviously, any company focused on enhancing the visual appearances of their patients in one way or another will do well on Instagram. But it can be a great branding tool for attorneys as well. For example, attorneys who are actively engaged in their communities can really utilize Instagram by posting photos of their volunteer efforts, the events they attend, or the work they’ve done to help the people in their community.

What makes Instagram stand out from the other social media platforms? Simply put, it kills it with its user engagement. According to Hootsuite:

“Top brands on Instagram are seeing a per-follower engagement rate of 4.21 percent. All of the usage stats are only as valuable as the engagements that they bring to brands. Which is what makes this stat, from a study conducted by Forrester, so significant. The 4.21 percent engagement rate caused Forrester to dub Instagram ‘the King of social engagement.’ The title is deserved, as Instagram is in a league of its own. If you’re not sure how that stacks up, consider that…

Instagram’s per-follower engagement rate for top brands is 58 times higher than on Facebook and 120 times higher than on Twitter. Thankfully the Forrester study very clearly put this engagement rate in context for us. Imagine, 120 times higher than on Twitter! That isn’t just impressive, it’s enough to shift your entire perspective on social media for business. Of course, it these are top brands and your own engagements will vary. But usually the top brands are an indicator of where the trends are heading.”

Crazy cool stats, right? We know! Plus, after witnessing the massive surge in Instagram usage during the 2016 summer holiday season (Memorial Day-Labor Day), we are so excited to see see what summer 2017 will have to offer. If you are interested in hearing more about social media management with Page 1 Solutions, please contact one of our Sales and Marketing Consultants at 800-368-9910.

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