If your clinic or practice isn’t active on social media, competitors and others may talk about your practice and seize control of the narrative. Or, even worse, your practice is all but invisible until someone else shares content or news talking about you.
In addition to providing visibility, having a proactive social media strategy can help boost your sales performance and help you achieve your marketing goals. You can earn new customer leads, build trust and credibility, increase brand awareness, and even offer customer support through social channels.
To cover the full scope of why your medical practice needs to be on social media, consider the following five benefits and how they are an essential part of any digital marketing strategy.
Create a Highly Visible “Hub” for Your Practice’s News and Announcements
Let’s be honest. Very few people are going to religiously check your practice’s website’s “News” or “Blog” page for announcements and press releases. If most people don’t visit news sites to get news, they certainly aren’t actively going to practice’s websites to see the latest developments.
This assertion isn’t meant to discourage you from tending to your website at all, but rather to make you realize just how much more visibility being on social media adds for your practice. Sharing news and announcements on social is simple, and your followers may even share those materials for you once you release them into the wild.
In this way, your social media profiles serve as your practice’s online “hub” away from its main website. Your profile photo, the content you share, and the announcements you make all have the effect of turning your social accounts into an official mouthpiece for your brand. From here, you can help shape your public image and control the flow of information you release into the world.
Increase Your Visibility on Search Engines
The jury is still out as to whether social media engagement and content shares can raise the search engine ranking for a practice’s website pages. Hootsuite, for instance, found a small correlation but concluded that a deeper study with more data points was needed.
Even if social media can’t help raise your web page rankings, it can help you occupy a more obvious spot in the rankings altogether. Why? Because social media platforms have great domain authority, which allows them to rank highly any time a search is made.
So, if someone searches for your practice name or a related topic online, your social media page and posts talking about your practice are highly likely to appear near the top of search results. Twitter is especially good at earning top ranks, since Google features recent tweets similar to how they would news posts.
Having a social media profile and actively discussing your areas of service can therefore give you additional opportunities at ranking near the top of search engine results.
Publish Your Content and Earn Traffic for Your Marketing Campaigns
While people are more likely to check your social media pages than your homepage for news, you can encourage more traffic to your website by posting on social media.
With the right images and messaging, you can easily pull in huge amounts of traffic just from one post. The aim is to get people’s attention and to make full use of your available resources. In other words, you are going to craft great content previews for content like shared blog posts.
For campaign-related traffic, you can describe your offer in attractive terms to earn attention and traffic. A clinic can describe an upcoming stem cell seminar, for instance. Or, you can encourage people to sign up for your mailing list by posting a link to the relevant landing page.
Social media posting is particularly useful for boosting the ROI of your marketing campaigns. Without social sharing, many practices would get little traffic to their blogs. By posting on social, the practice can boost traffic and potentially up their correlated domain authority, which explains the positive effect that can be seen between social engagement and SEO rank.
Raise Brand Awareness and Earn New Patient Leads
Social media creates opportunities for countless people to discover your practice and the services you offer. Google search results for practice names spike if that practice can generate social buzz, for example.
You also have the opportunity to earn exposures through people who follow and engage with your brand on social media. For instance, someone who “likes” or comments on your post on Facebook can have those interactions appear on their friend’s newsfeeds.
Social media advertising is also another potential source of significant new impressions and customer leads. Platforms like Facebook, Instagram, Twitter and LinkedIn have powerful audience customization tools that allow you to get in front of your most valuable buyer personas with just a minimal budget.
Interact With Your Audiences and Provide Customer Support
Brands can do an excellent job of building relationships with their audiences when they can create and share content that encourages engagement.
People who interact with your practice can end up being more loyal patients, while repeating the desired positive brand associations to their friends and followers. According to one survey, 48% of people say they are more likely to make repeat purchases from a brand that engages with them, and 90% of millennials consider it “cool” when a brand responds to their questions.
But what about people who have nasty things to say about your practice on social media, or people who have a complaint? That is actually a great opportunity!
After voicing a complaint about a company on social media, 71% of people who have a positive experience and have their issue resolved say they are likely to recommend that company to others. They also say they are likely to spend 21% more than they normally would.
Don’t Ignore Social Media, Or the World Could Ignore You!
Because of all these benefits social media provides, especially for visibility, having a social media strategy is no longer optional for medical practices. Even if they do not intend to advertise or promote themselves on the major social platforms, they need a professional presence that responds actively to people looking for support and answers.
If you want help forming your own social media strategy for your practice, look no further than Grow Smart Marketing! We have experience sharing and creating content, earning followers, interacting with audiences, supporting cross-channel marketing campaigns, and creating paid social media advertising campaigns based on your goals.
Contact us today to get started!