Five No-Brainer Tactics to Spark Conversions from Social Media
Stephanie Beck
Are you desperate for ideas when it comes to branding your practice on social media? Have you ever reached a point where there are so many things to talk about that you aren't sure which topic to choose? Maybe nothing seems to spark an interest or every idea seems lame! Yep, I think we can all relate to one or possibly all of those occurrences. So where is the magic button that you can press to get fans and followers to make that connection and convert to booking an appointment?
No worries! That's a common question asked every day by hundreds of practitioners just like you. I pulled together five "no-brainer" tactics to help.
“if no one is talking on your page (i.e., making comments), then one good way to start them talking is to ask questions. ”
IShhhh and listen! It's a social network, so before you pound away sharing stuff on social media, first practice listening and interacting with others. This should be your top priority in the first few months of building a following for your tribe. Even if you have used the platform for weeks, months, or years, if your engagement, interaction, and, dare I say, bookings, have dropped, then it's time to take a step back and reevaluate with an objective eye how your messages and updates are being received. In order to listen, we have to have something to listen to, right? If no one is talking on your page (i.e., making comments), then one good way to start them talking is to ask questions. But don't ask questions that require a four-page written response—keep it simple.
• Ask their opinions.
• Ask yes-or-no questions.
• Ask them for three words they would use to describe their week.
Start by asking them questions. If you don't have a following or you only hear crickets when you do ask questions, then you may have to create a little fun atmosphere to inspire them to start talking. Run a contest and make it about them. You could ask for their favorite smoothie recipes and then serve the favorite at the next patient appreciation or movie night. If you offer reflexology treatments, maybe run a contest for them to upload photos of their feet wearing their favorite summer shoes or flip-flops and the most creative photo wins the owner a 10-minute foot soak during their next appointment. It may sound corny, but, truthfully, creative, fun, and even corny works on social media! People are looking to have fun, so add some life into the mix. Fans always come first! In fact, on social media it's all about them. The relationships you create during the next few months will serve as a strong foundation for years to come. If you skip this step, most likely you won't be able to build a dynamic tribe of loyal followers that will book, comment, and refer others to you.
“Dedicate 80% of your time to purposeful or personal content; and devote 20% of your time to promotional opportunities. ”
2 We buy with our eyes first! First impressions count, whether it's a first-time office visit or your first time attending an event outside of the office. We always want to make every experience count, but especially the first impression, right? The saying "the devil is in the details" comes to mind, and they will trip you up every time as far as I'm concerned. The shelf life of social media content is so short lived that we only have six to 20 seconds to make that first impression count, which means pay attention and brand every aspect of your social pages. It also means that header and profile photos should match and tell a story while allowing every visitor to connect with the real you. Stop using weird photos of things no one can relate to for your profile photos, which include "glamour shots," high school photos, and all of the other posed perfectmannequin photos. People buy you! They choose to book appointments with you, not your practice! So keep it real. Most likely, you have a really good option on your phone to take a selfie (headshot), and if you don't, askyour kids becausethey can help you. Keep your visuals fresh and update them often.
3 Plan it out! Your posting strategy is next. Most importantly, have a strategy. Create posts that reinforce your brand and appeal to your followers. We have all seen an inspiring quote or funny meme that gets a bazillion likes, right? Why? Because people love having fun. But don't post inspiring quotes or funny memes just because they may get you more likes, comments, shares, or follows. Instead, stick to updates that bolster your practice and what you want your practice to represent. Establishing a strong posting strategy takes time, but it's so worth it! Use the 80/20 rule as a good rule of thumb about sharing content. Dedicate 80% of your time to purposeful or personal content, and devote 20% of your time to promotional opportunities.
4 Show off your work and expertise! Don't be afraid to brag a little bit on social platforms because everybody does. Heck, part of the reason you even have a business page is to boast about what great work you do! And here's a little secret: your followers actually expect you to brag a little bit, but just make sure you don't go overboard. All too often, practitioners hold back and don't like to boast about their successes. You can boast about your successes and still be HIPPA compliant. When you first start, don't worry about sounding too promotional. Practice certainly makes perfect and the right mix of content will fix that every time.
5 Add your logo to it! You are a business so you should add your logo, your face, or your company's name every chance you get. Powerful visuals are some of the best ways to do this. If you are going to share photos of your reception area or treatment room, use cool, easy-to-use photo tools such as Canva or PicMonkey. With those tools, you can add your photo, website address, logo, or business name to the bottom right corner. Remember, you need to own the rights to images if you want to add your logo to them, but adding those items is so super easy and fast that it only takes a few seconds. Keep it simple. It shouldn't be hard to maintain your authentic personality—just be you!
What's the big takeaway? The best parts of social media are fueled by conversations. Listening and responding should be top priorities before you start aggressively dominating the conversation about your practice. Having a strategy and following it will make your social media experience more productive, and "keepin' it real" makes everyone feel comfortable and connected to you.
What's your no-brainer tactic for social success? Be sure to share them on The American Chiropractic Facebook page. Some of the best conversations happen on social media, so go check it out and share your opinion.
^0^^ Stephanie Beck, owner of SRB Solutions, creator of Social Media Laptop Workshops for I Practitioners and Social Content Creator for V Chiropractors is an educator and advocate for Lv online marketing success, working with health and wellness practitioners for over a decade. She is a three-time bestselling author, has been a published columnist since 2003, and has specialized in managing social relationships for practices the pastfive years. Book your free 30-minute social conversation now at http://bit.ly/lFpApTv.
