15 Nov Creating valuable social media content for your audience.
So, you know that having a social media presence is important for your business, but you’ve come to the realisation that you’re just not one of those design-savvy humans. Your days are full of client bookings, and working ‘in’ your business and you just don’t have the time. Do you have a social media strategy or a content schedule? Or are you a post-on-the-fly type of person without giving much thought to what value it is giving to your audience?
Hey, we get it, you’re a time poor business owner and your gift of helping people achieve their health and wellness goals is much higher up on your priority list than creating shiny new content for your social media pages. Well, rest easy, because in this post we share some basic tips to get you creating some social-media-worthy content that aligns with your business goals and meets the AHPRA guidelines.
It’s important to remember that Social Media for healthcare professionals differs greatly from other businesses. Not only does it provide a great platform for personal marketing, it serves as an opportunity for the health professional to interact and attract new patients, build their credibility, and increase their patient loyalty. In today’s ever changing digital world, your clients are using a myriad of social media platforms and online tools to learn about their health and wellbeing. Social media is therefore at the forefront of how your clients are learning, measuring, and maintaining their own health. It’s never been more important to get a social media plan, and think strategically about your content.
What is content marketing?
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. This content is meant to attract and retain a clearly defined audience and, ultimately, drive profitable customer action.
When done correctly, content marketing helps create a relationship with your audience, which leads to trust. And if your audience trusts you, they’ll be more willing to do business with you when they’re ready to make a purchasing decision.
How do I build social media into my content marketing process?
When brainstorming ideas for your social media content, it’s important to get clear on what it is you want your content to achieve. Do you want to entertain, inspire and/or educate your audience?
- Invite your audience to engage or comment on an interesting/funny picture
- Share funny, trending or emotional videos from Youtube
- Repost/share entertaining posts from other inspiring accounts
- Do a weekly meme/quote using a template you have created that is on brand with your business using some available free graphics software like canva
- Share photos, videos or Instagram stories about your company, staff and customers – People love to connect with your business and want to see what you have accomplished and to connect with the faces behind the company name.
Get creative and make use of repeatable content from resources that you have created in the past that you may be able to reuse in the form of;
- Articles, newsletters, brochures about your service or product
- Create an infographic
- Create guides or how to documents
- Record a podcast
- Interviews to show how your products are made or used
- Upcoming events
- Introduce a series of webinars
- Feature current customers or testimonials
- Share industry news from reputable experts in the field.
- Open a community forum
- Encourage feedback, or followers to share stories etc.
- Tell the story of how your company or business started, successes and failures etc.
This list isn’t exhaustive, nor is it exclusive. But this isn’t something you should just jump into. Like any marketing strategy – Social Media marketing requires forethought and planning. In particular, health care professionals need to carefully consider the implications of engaging with clients on social media and ensure that all information that is presented on social media is unbiased, evidence based and free of any unsubstantiated claims.
The effort and planning are well worth it. Creating valuable social media content allows your business to connect with a potential customer long before they’re ready to buy or commit to your service. It gives them a sense of your product, service, culture and expertise. Effective social media marketing communicates not only your expertise, but it also gives your target audience a very good sense of your brand’s personality.