When it comes to running your practice, there are so many aspects to marketing your services that it can seem a bit overwhelming. From organic rankings to lead generation, no business’ marketing strategy is exactly the same. When trying to juggle everything that goes into promoting your practice, it’s only natural that some things may fall by the wayside – and usually the items that could use more attention and understanding revolve around the world of social media. Let’s make that a thing of the past!
I’ve gathered tips from all of our Social Media Specialists on what you should be focusing on and how it will help your practice grow.
Choosing the Right Platforms
Facebook, Instagram, Twitter, LinkedIn, YouTube, Snapchat, Pinterest, Tumblr, Reddit and so many more. How are you supposed to know what platforms you should be focusing your time on? Think about your audience and target demographic for your services – that’s where the focus needs to be.
Shannon Doyle, one of our Social Media Specialists, suggests Twitter for law firms:
“Twitter is a political and opinion-based platform, which is great for attorneys. It’s also a platform where a lot of news is delivered, so updates on case wins and changes to laws are perfect for Twitter.”
You’ll also find that local and nationwide government accounts regularly tweet with updates – giving you the perfect opportunity to connect with organizations that regularly are difficult to get in touch with.
You also want to think about your goals. If you are trying to generate leads, know that Facebook is predominantly a market of 35-55 year olds. With being able to create hyper-targeted ads and re-target visitors from your website, Facebook can be used to generate just as many leads as Google AdWords.
“Depending on your offer and your budget, we’ve been able to generate leads on Facebook for many services, from teeth whitening to breast augmentation and reduction,” explains Kendall Flegel, another Social Media Specialist here at Page 1 Solutions.
A reason why Facebook is great is that there are millions of users on the site each day, including your competitors. Jill Messinger, another Social Media Specialist, emphasizes that:
“Creating a brand strategy and voice for your business is FREE, and if your competitors are talking and you aren’t, guess who potential customers are listening to. It’s one of the best ways to connect with your audience, get your feet wet and make a presence for your business.”
What Content to Use
Most practice owners don’t understand what they should be posting to each platform, and why. If you are trying to sell me something, there are a few things I want to know and see.
First, what are you trying to sell me? Show off your products or services – you can even list your services directly onto Facebook. Is this something I can buy and get delivered? Facebook Marketplace and Instagram have features to list and sell products.
I also want to know how others are liking your services or products. Posting positive reviews from happy customers is a way to gain trust from a new user. This content can be in the form of video or still image, but know that video performs much better vs. a static image. You can pull reviews from Facebook, your website, Yelp, Google and so many other platforms that you can leave a review on.
The last part, but definitely not the least important, is images and videos showing off a day in the life at your practice. Whether it be staff bios, birthday wishes, fun GIFs and personality pics, users want to know who you are. People buy from people they like, so having a personality and showing it off is so important – on every platform.
Be careful not to flood everyone’s newsfeed with lackluster content, though. Our Senior Social Media Specialist, Daniel Brophy, advises to “Post meaningful content, don’t post just for the sake of posting. Authenticity is key.”
Get More by Getting Social
Still not sold on why you should be active on social media? There are two reasons. The first is that your competition is on social media, and they may be very active. If you aren’t engaging with your potential customers, they definitely are.
The second is that social media activity drives traffic back to your website. If your social media accounts align with high-quality website content, your website may stick in the minds of visitors. If visitors return to the site because you are an authoritative source of information, you may see a boost in search rankings. Furthermore, engaged visitors may become leads and cases should their needs align with your services.
If you need assistance or have questions on social media, feel free to give us a call at 303-233-3886.