Social media is a valuable way to promote your brand, increase online visibility, and create deeper connections with your target audience. In order to get the most value out of social media, it is important to have a plan and track your results.
#1 Designate a Social Media Manager
Whether you decide to manage social media in-house or hire an internet marketing agency, it is imperative to have a dedicated team to plan and implement your social media strategy. They should understand your company’s vision and express your brand consistently across social media channels. Social media marketing for plastic surgeons requires a unique strategy and a dedicated professional.
#2 Set Specific Goals and a Focus
Social media campaigns without focus rarely produce measurable results. Whether your goal is to increase leads or build brand awareness, your social media strategy should be centered around specific, measurable goals. Start by asking yourself the following questions:
- How can social media participation directly impact my revenue goals?
- What value will a social media strategy bring to my plastic surgery practice?
- What are the most important metrics for me to measure: likes, shares, number of friends?
- Why are you promoting certain products? Are these the highest revenue-generating products?
#3 Post Consistently
Consistency is key to a successful social media strategy. Whether you post once a week, twice a week, or once a month, keep the frequency consistent. Your messaging strategy should also be consistent; your followers won’t want to get updates on the weather from a plastic surgery office.
Most people will want expert advice and information from surgeons about procedures and other topics related to the cosmetic surgery industry.
Once you determine an ideal posting frequency and messaging strategy, create an editorial calendar that lists the time and topic of each post. We built a content calendar for you, access the calendar template by filling out the form below!
Download a Social Media Content Calendar
Fill out the form below to receive access to a Free Google Sheet to help you manage your social media channels and post consistently!
#4 Respond to Questions and Comments
The biggest mistake businesses make is treating social media as a one-way communication tool. The beauty of social media is its ability to interact with your followers. Part of the social media manager’s job will be responding to questions and comments in a timely manner.
If your following on social media grows, it may not be possible to respond to every comment. In this case, prioritize and respond to as many user comments as possible.
#5 Create Promotions Specific to the Social Media Platform
Social media promotions are a great way to track the effectiveness of social media participation. For instance, offer Facebook friends a discount on services, and instruct your friends to bring in proof that they “like” your page.
You can then track the appointments that come in from the Facebook promotion. Create promotions that encourage repeat visits or promote other services to get the most value out of social media. For instance, “Come in for Botox and receive 10 percent off dermal fillers”.
#6 Create A Social Media Policy
A social media policy outlines the “dos and don’ts” of social media participation by your staff. Your social media profiles represent your brand, thusly it is important to protect your brand. It is especially important in medical marketing and plastic surgery practices.
Trust is very important to plastic surgery practices, and a social media policy will ensure that participation in social media will strengthen patients’ trust, not deteriorate it. For instance, your receptionist lists your practice in her employment section. One day she posts a before picture of a tummy tuck patient on her page along with a derogatory comment.
Even though this wasn’t posted on your Business Page, she is associated with your practice, and her lapse in judgment could damage your brand and give the impression your staff is insensitive.
A social media policy would address this situation and prevent it from happening.
Social media can be a valuable part of an online visibility strategy when implemented and managed properly. MyAdvice specializes in all aspects of plastic surgery marketing.
Call us today for more information on how we can help you promote your practice on social and throughout the web to increase your surgical volume.