If you have a local business, you need to be on social media. Cheap, effective and endlessly customizable, it is one of the most effective marketing tools out there. With over 70 percent of the population on a social media platform, your campaigns have the potential to connect with a large number of people. From lunch breaks to waiting in line at the local café – the urge to regularly check in on a social media profile is strong, and even small businesses have a unique opportunity to capitalize.
Facebook, Instagram, Pinterest – there are an abundance of social media sites that can be used to promote your hearing practice. But choosing the right one for your practice can be a challenge. Here is what you need to consider before committing to a platform.
Specify your goals beforehand
Using social media has many benefits but it’s important to have concrete marketing goals before continuing. Your priorities will help decide not just social platform you select but also the content you make as well as the kind of hearing aid patient you are targeting. Here are some of the most common uses for social media that your hearing practice may choose to engage in:
- Building brand awareness
- Providing support for existing customers
- Informing customers about new hearing technology and services.
- Improving the reputation of your practice connecting with customers.
- Answering the questions and concerns of potential customers.
- Finding out more about what your audience is interested in.
It is important to establish what your goal is in using social media. It might be nice to get a bunch of likes and shares, but bear in mind that you have a bottom line to satisfy and everything you do on that platform has to be geared towards these goals.
Figure out what your target audience is using
Not every platform suits every company well. You should put your time and expertise in the channels where you are most likely to reach your target audience and interact with them. Social media platforms don’t all have the same following, meaning your company won’t receive the same reaction on every one of them. LinkedIn, for example, is perfect for B2B connections, Instagram has a huge Millennial customer base and Facebook is Baby Boomers ‘ platform of choice. Knowing where your audience is focusing their attention will help you decide which one to build a brand presence on.
Consider the type of content you’re likely to create
Certain social platforms lend themselves to different types of content. For example, YouTube is obviously better for video content, and Instagram is great for still image content. If you’re thinking that a hearing practice can’t possibly produce engaging video content, think again. One particular hearing practice in Arizona has over 64,000 subscribers on YouTube. Play to your strengths and think about the type of content you will be posting / sharing, and choose your platform accordingly.
Choose one or two you will actually use
We have talked about a lot of platforms in social media here. It’s important to remember that you are likely to be more effective in choosing one or a few that you can devote time to and really communicate with your audience, rather than scattering your brand among many and sharing the same content without engaging with the users.
Quality use of social media is based around taking part. Comment on and share content with users, respond to comments that people post on your blog, and look at the platforms as a way to bridge connections between you and potential customers.
Are you still wondering which platforms may be right for your hearing practice? We’re happy to help! We have experience setting up the right social media platforms for hearing practices across the US. We will help you prepare and execute a strategy for social media management that helps to establish you as an authority in your local area, foster relationships with potential hearing aid customers and increase your online visibility. Contact us today for more information.