Have you wanted to commence using Social Media in promoting your practice but don’t know how?
Do you currently use social media, but are not sure how to leverage your impact?
Have you ever wondered what the big fuss is about?
During many of our coaching sessions, the topic of social media and mobile marketing strategies comes up. Whilst some of our clients are active users of such technology, many of our clients are reluctant to engage in its use. Though some of our professional colleagues have gotten in to trouble with Regulatory Boards because of the manner in which they have used social media, used properly, it can be seen as a digital form of word-of mouth-marketing.
The real strength is in its ability to engage and connect with your audience. As Jay Baer, digital marketer and best selling author says: “Social Media changes the relationship between companies and customers from master and servant to peer to peer”.
So, if you are considering whether this is in fact right for you, consider the following:
- 74 % of all Internet Users are active on Social Media according to the Pew Research Centre
- Social Media use includes such sites as Facebook, Twitter, LinkedIn, Pinterest, Instagram and YouTube
- The first thing to do is to find out what social platform is used most by your current and potential ideal clients. The easiest way is to ask which platform they mainly use.
- You can have your current clients fill out an online survey (Survey Monkey and Question Pro) and this can then be used to match and market to your potential ideal clients using Social Media sites.
- Most major social platforms offer free analytics so that you are able to test and measure the effectiveness of any marketing campaign you may use.
- With regard to which to use, conventional wisdom is to have a presence on all, and to focus on doing one very well. With this in mind, according to the Regalix report the State of B2B Marketing 2015 :
- 82% of those surveyed plan to spend more on digital marketing this year
- 85% plan to spend more of their Marketing effort on LinkedIn
- 78% were planning on spending more on Twitter
- 70% were planning on a greater YouTube Presence and
- 48% expect to decrease their Facebook Marketing Budget.
If in fact you do decide to increase your Social Media presence, and/or decide you will use email marketing for such things as newsletters, it is essential to ensure this information is delivered in a mobile phone friendly way.
This is because Google, as of April 2015, has changed its search algorithms and boosted the search rankings of mobile friendly websites. What this means is that businesses that do not provide mobile friendly interfaces with their community and customers, run the risk of missing out on the anticipated 85.9% of users who by 2018 are expected to use their mobile devices as their primary source of communication.
The use of Social Media is not a broadcast medium, and is not designed to take the place of meaningful one on one communication that our profession is known for. It is an avenue for two-way conversations that will potentially leverage your message.
If you decide to engage in Social Media in this way, it is essential that you familiarise yourself with, and follow the Social Media Policy Guidelines as outlined by the Australian Health Professionals Regulation Agency (AHPRA) or that of your local Health Regulatory Body.
Reference: Syllabus 6