With over 1.56 billion daily users, Facebook continues to be one of the most widely used social media platforms today. It also contains excellent data that allows you to create audiences, and get in front of your target market.
Without a sound strategy, however, you may feel like you are looking for a needle in a haystack, trying to find the best way to use social media to acquire more patients. Use this guide to learn the key elements of a successful Facebook advertisement, and start seeing more patients today.
Your ad has to be visually appealing enough to catch users’ attention as they scroll through their Facebook feed. Great visuals are more likely to be remembered and shared, plus they are treated more favorably in the Facebook algorithm.
Images should be sized according to the best dimensions for Facebook photos, and post images vary in size from profile and cover photos. High-quality images are a necessity too, as a low-resolution photo can appear unprofessional, and give a negative first impression.
Posted in video format as often as possible
One way to achieve this is through video ads. Clear, concise videos are a great way to gain attention from your target audience. Some of the most successful videos incorporate an authentic human presence to make the ad more relatable, and stick to a single focus of the message you want to portray. Good quality videos will also hold the attention of your visitors longer, meaning visitors spend more time with your content and are more likely to become patients.
So how do you define a good quality video? It should be as professional looking as possible, which means enlisting professional help if needed. Videos must be short enough to keep your viewers engaged. Typically a 2-minute max video is ideal, with a header that entices them to keep watching within the first 3 seconds, and something to hold their attention within the first 30 seconds.
70% of people will watch the first 5-10 seconds of a video without the sound, and up to 85% of viewers on Facebook watch your video content with the sound off. So transcription that will give you written text is so important to engage the viewer and get them interested.
Ads optimized for mobile use are crucial. In fact, 94% of Facebook’s ad revenues were derived from mobile users. The use of smartphones as the main internet source continues to increase, and mobile-only users are becoming more prominent. Since more than 75% of smartphone users watch videos on their phone, optimized video ads will make the biggest impact.
Use the “three Es” — educate, entertain, and engage — when it comes to social media advertising. Before you post anything, consult this checklist to ensure your ad is accomplishing each of these. Creating ads with relevant information is a major key to success.
Moreover, depending on which setting you use, you could be spending money every time someone clicks or views your ad. If it is not designed to engage your target audience, you risk wasting time and money.
A value proposition tells the viewer why they should click on your ad to learn more about your services. Your ad should quickly demonstrate the value in what you are offering, leading them to take action.
Think about why your patients choose your practice over a competitor. Do you spend more time with your patients? Do you have a convenient location? You can share a quote from a reviewer as a form of testimonial to demonstrate your value.
Has a clear and enticing call to action
In order to encourage casual visitors to turn into interested leads, you need a strong conversion rate. If you are unfamiliar with the term, conversions are the actions made by visitors on your website. In the medical world, this is typically what takes an interested visitor and turns them into a qualified lead. From there, the journey begins to get an appointment booked that will ultimately lead to them becoming a new patient.
The best way to get a viewer to convert to a lead that has provided their information is with a call to action. Keep this part simple, accessible, and reader-friendly. A clear call to action provides clear direction, so your viewer knows what to do next.
Knowing why paid social advertising is important in healthcare marketing is a great first step. However, you also need to know the best ways to use paid ads to generate leads that turn into patients in order to grow your practice.
Market your clinic the right way. For guidance from healthcare marketing experts who can help create successful Facebook ads for your medical clinic, contact iProv today.