Social media marketing companies have shared that, in the U.S., 50 percent of the population logs onto Facebook at least once a month. This makes Facebook one of the most powerful social media platforms for businesses.
While social media marketing is different for healthcare providers, hospitals, and medical clinics, it still holds some benefit. Facebook allows potential patients to get to know who you are, how you operate, and what you value as an organization. It can also attract talented physicians and other medical staff to your business.
When it comes to advertising on social media, Facebook is a necessity for healthcare companies because it finds and engages with patients where they spend most of their time: online. As a matter of fact, more than 75 percent of patients use online reviews and interaction as the main step in choosing a new doctor. Facebook allows practices to open up a conversation online to highlight your professional niche, engage with followers, and draw in new patients.
Facebook advertising is an affordable way to advertise your services and broaden your reach. While you might have a few dozen to a few hundred individuals who follow your business page, Facebook ads allow you to show up on the feeds of thousands of people in your area who don’t follow or know you yet.
6 Tips for optimizing your Facebook ads
There are a few easy ways to streamline your Facebook ads so that they hit the exact audience you want to target, and convert leads into customers.
1. Know your audience.
Who exactly is your ideal patient or customer? Are they within a certain age range? Are they typically a specific gender? What areas do they live in? All of these details play a part in determining who exactly your ads should target.
Some people mistakenly believe that the more people they reach, the better. However, you should not waste your time targeting people who live in other geographic areas or people outside of the demographic you predominantly serve. Big numbers mean nothing if your return on investment is lacking.
2. Write interesting copy.
Writing is not just for journalists and authors. Every business has a story, which becomes an opportunity to connect with potential consumers.
At the very base level, be sure to write clear, error-free copy in your social posts. At best, your social copy should entertain, persuade, educate, or inspire every single time. Investing in Facebook ads is only worthwhile if your ads make an impact on people who come across them.
Be sure the copy matches the visual. Use one ultra-clear call to action, like “Click the link for a free consult,” or “Leave a comment with one of your health goals.” And, especially when advertising in the medical industry, make sure your copy is jargon-free. Social media is all about gaining connections, so have your copy be as accessible and reader-friendly as possible, rather than complicated or wordy.
3. Utilize Facebook Remarketing.
Facebook allows you to market your ads to people who have already interacted with your business previously. This includes people who have visited your website, past customers, and current email subscribers.
The potential for these folks to convert is much higher than strangers who have never heard of your brand, because there is already an element of familiarity. In comparison to leads who do not know anything about you, the people who have previously engaged with your business make more sense to spend your advertising dollars on, as they will more likely return to your business.
You need to be careful, however, in regards to HIPPA. Never include information about someone’s personal medical information or background in retargeted ads. Practices also cannot use information that might identify a patient, like their personal contact information. Keep the tone of the ad generalized, only giving information about the practice, not about specific conditions you treat or people you serve.
4. Take advantage of videos in ads.
More and more Facebook users are paying attention to medical marketing video content. In fact, Facebook is YouTube’s number one competitor.
Facebook video ads can also override image ads because Facebook’s goal is for users to stay on the platform longer, and videos accomplish that at a greater rate than images. Because of this, Facebook’s algorithm will always prioritize videos.
Some great ways to create a successful video ad is to make the first 10 seconds of the video extremely captivating; use text in the video to entice viewers and to make it easily understandable, and always be authentic. Opt for real people and custom images, as opposed to cheesy actors or stock images.
5. Monitor your ads and adjust as needed.
Facebook allows you to quantify how powerful your ads are with stats about their reach, conversions, clicks, and more. If you notice certain types of ads blowing others out of the water, tweak your approach to include qualities from those high-performance ads into the rest of your ads.
If you are struggling to get any traction, try these tips. For more clicks, try to enhance the copy or adjust the call to action. If users are not engaging with your ads in the right way, modify the visual, or use a different video. For ads only reaching a small number of your targeted audience, you might need to amend your targeting strategy.
6. Build out a long-term approach.
Creating a long-term strategy is key with social media because, unlike Google ads, the investment return is not always immediate. Facebook ads are normally consumed as users scroll their feeds for entertainment and connection, whereas other users go to Google to find or buy something.
Think of Facebook ads as something to monitor and nurture as you slowly build relationships and familiarity with consumers. Facebook ads can be treated as the first step to getting people interested and engaged with your brand. Over time, this process builds trust and leads to conversions.
How to promote your medical practice with a rockstar Facebook page
Now that you have the foundations for high-performing Facebook ads, it is time to double-check that your business page is at its best.
Maintain a fresh appearance by using updated images, branded graphics, and an attention-grabbing cover photo. It is also vital to post non-advertising content often and engage with your followers. Keep people updated on any events, or exciting news taking place.
And finally, make sure the entire page is built out to its fullest extent. Do not forget to include an about section, the services you provide, and any other unique information that sets you apart from the competition.
Developing a powerful Facebook ad strategy is important for standing out when advertising on social media. If you have any questions about strategy or how to promote your medical practice, reach out to our social media marketing company today. We would love to walk you through the steps to creating impactful medical marketing on social media. Get in touch on our website or at 501-235-8194.