Attract Wellness Clients with Social Media Marketing!
My last client of the day emerged from the treatment room and we booked her next appointment. As she was leaving, she turned and said, “By the way, your story on Facebook this week was so funny! And it reminded me to call you!”
Facebook – aha! That triggered my aging memory! Suddenly I remembered what I almost forgot to do: create new content for my social media sites!
Social media is all about keeping your clients and followers engaged and entertained. Growing your list of subscribers is the primary goal – and relationship-building is the best way to accomplish this. Connect with potential clients by sharing helpful, relevant information.
Information on social media has a short shelf life! Sometimes it seems I’ve barely finished one post and it’s already time for the next one!
Are you a drive-by poster? You have 30 minutes before your next appointment, so you quickly post 10 Facebook updates in a row! That’s a haphazard way to build the crucial know-like-trust factor. Consistency is the key to building that relationship with your social media readers.
People have a wide variety of favorite social media sites, but for wellness clients, Facebook is the most populated site. So in the interests of space and time here, we focus on steps for Facebook. Exactly how do you keep reader interest high while running your practice and managing your life?
Here are 8 ways to manage the content on your Facebook business page to maximize your social media engagement.
1.Schedule Your Posts. This time saver will also help you be more consistent. Facebook has a handy little tool – right there where you post updates. Before clicking on the “post” button, find the “Publish” tab in the lower right corner below your post, then click on “Schedule” in the drop-down menu.
This allows you to pre-schedule the day, hour and minute when you want your message or image to post on Facebook. Then – ta-da♫ – it magically pops up on your page at the scheduled time! I used to enter my posts individually every couple hours all day. Then I wised up and hired a teen tech intern to pre-schedule them for me! I pay her about $10 per week to keep my page updated for readers, my content fresh for search engines and my bonds forged with Facebook Friends and Fans!
2. Assess Your Content. If your content doesn’t get many likes, shares or comments, consider re-writing it. Re-assess how you are trying to connect with your Facebook fans. What kind of content are you sharing and, more importantly, how are you sharing it? Social media expert Gary Vaynerchuck offers some effective questions to ask yourself when creating Facebook content:
Is the text too long? Is it thought-provoking, entertaining, or surprising? Is the photo relevant to the post? Is your logo visible? Have you chosen the right format for the post? Is this content interesting to anyone else? Is it authentic? Are you asking too much of the reader?
To attract and keep engagement as consistent as possible, it’s vital to have content that is relevant, timely, entertaining, informative and actionable.
3. Maintain the Relationship. When others like your post, make a point to write a comment or question to increase the engagement even more. For instance, you can simply ask: “Hi Mary, I‘d love to know exactly you like about this post.” If a post gets a lot of likes, you can ask an additional question in the comments, such as: “How will you use this tip to improve your health?” Or share your answer to a question, to encourage the “likers” to participate.
4. Be Consistent. Post new content daily and keep a manageable number of posts on the page. You are trying to build a relationship, so if you can’t commit to posting three times a day consistently, then post just once a day, 7 days a week. This should not be a problem if you use the Facebook pre-schedule feature. You can even pre-schedule your posts for an entire week or month! (Assuming you have written them!) This consistency is more effective than haphazard posting.
5. Check Your Insights. Check to see which of your posts attract the most attention and keep a balance or variety of different types of posts. They can include: photos, article links, videos, blog posts and more. Stay aware of constantly shifting Facebook trends. Sometimes images boost interest; other times straight content gets more comments. Facebook has improved the tools that give us info about our posts, so make a point to review your stats weekly.
6. Share with Industry Experts. Share pages or groups to build your credibility. Select non-competitive pages or groups popular with your target market. For instance, suppose your niche is females age 30-50 looking for pain relief. Where do they go on Facebook? What local community pages or groups do they join? Once you narrow this focus, start sharing content from their page to yours. Make comments and contribute to the conversation without spamming or self-promoting. When you share your knowledge in an authentic way on Facebook, your expertise will become evident and others will start to seek you out. This easy process should take you less than three minutes a day.
7. Get Personal! Connect with your audience by personalizing your posts. Write as if you are having a conversation with one person. People will pay more attention if your words speak directly to them. It’s fine to primarily post professional content, but spice it up here and there with some personality and glimpses into your life. Show your personal – but not private – side! Your readers will relate to you more easily if they feel like they know you. Sharing your life and personality will help forge the know-like-trust bond. Your readers will appreciate you speaking to them – increasing your likes, shares and comments.
8. Be Descriptive. Post your photos with a description, tag people, include a website link or call-to-action. When you optimize images with your page name, it drives up your traffic. When you tag someone in a photo, it not only alerts that fan, but that fan’s friends are also notified; they want to see what their friends are up to and in the process they find themselves on your page.
It’s Easy – Like Eating an Elephant!
This may feel like a lot to remember or implement. Treat it like eating an elephant – one bite at a time! Start with one of these 8 tips, use it long enough to become a routine, then add another strategy, and another as you become comfortable. Remember when you first started learning the skills of your modality? It seemed like there was too much to remember. But soon, you developed a habit and it became automatic and natural. Apply that same mindset to your social media management. Follow the steps, be patient, keep practicing and soon it will be second nature!