Advertising & Social Media
With Social Media.
A robust social media campaign is an absolute must for the small business owner. It is FREE marketing and you can drive people to your web site through free social media platforms which helps boost your website in Google search rankings. Using social media as a marketing campaign takes a little bit of time, dedication, and a touch of bravery.
The practice needs its own social media accounts. Remember, you and the practice are separate entities. Do not use your personal social media pages for business. Use a professional head shot instead of your logo as your social media avatar to create a feeling of connection with potential clients. Using social media to market can feel like the line between you and the practice begins to blur. One of the ways social media works is that before a potential client even makes an appointment, they feel connected to you as the provider.
To use social media effectively as a free marketing tool, you need to engage people and not just likes or comments. You need to move them and get people to want to be a part of what you’re doing. You need to build an online community. Your posts should bare your soul to the point that people talk about it, share and repost it, send you private messages about how grateful they are that you wrote what you did. Write from your heart, but write as a provider and expert in your field. Dig deep and write about new ways of looking at old issues, write about things you’re passionate about in relation to your field and how that is brought into the exam room, write about social justice and human rights, write about what makes you as a provider unique. It is acceptable to share some level of personal information, but only to the point that you would in an office visit. Do not be afraid to be shocking or political or religious as long as what you write is consistent with what your Marketing Maven would read and think “right on.”
I want to open my heart to you and share a little bit of my story. I’m a health care provider myself and had to navigate how to grow a business on my own. It was hard. Really hard. I poured myself into social media because my ad budget was non existent from the start. As a liberal feminist in women’s health care, I have a lot of political things to share. Loads actually. My practice was branded as exactly that: a liberal feminist community centered business. I used the practice’s social media platform as a way to raise awareness of social injustice and at times raise money for non profits that were consistent with the branding of the practice. I also live deep in the heart of Texas and I thought twice about what it might do for business if I showed my blood runs blue. Staying true to myself, focusing on my Marketing Maven, and using a large following on social media to raise awareness of social injustices in our community worked like a magic bullet in marketing. Why? When I sat down and poured my heart out, my passion and love for our community was palpable. It was truth. It was something my ideal client or Marketing Maven believed to her core and she was moved to read her feelings so beautifully written and understood by someone. She shared it. She reposted it. She talked about the topics with her friends and referenced the practice and it’s thoughtful provider. The social media content expressed such passion that even my right leaning clients saw my heart and knew that I love our human community deeply and offer compassion to all including them. Writing copy that is raw, real, and consistent with your brand flat out works every single time.
Now go work your magic.
Marketing + Wellness