7 Things You Must Be Doing With Your Facebook Page
Ok Drs, I think we can all agree that Facebook is pretty important. With over a billion users and a new study showing that 1 out of every 5 minutes spent on a mobile device is on Facebook... We should certainly pay attention to it. It is so easy to discredit these sources as just "social" when we have used them so long for a personal use. The page side of Facebook is a whole different story.
Facebook is about as dominant as Google in some regards, meaning they can be pickier with their options. Like Google, Facebook has an algorithm and while we will never fully understand it with consistent updates, we should pay attention to it.
I see many chiropractors on Facebook ask about general SEO and Facebook questions. Unfortunately there is no one key to either one of them. I've looked for the goose egg answer and it isn't there. Every social media expert will tell you to create engaging content. Be consistent. And to be originally you. That's the golden goose egg!
For Google's SEO you are going to find a lot of power first in increasing Google Reviews. You want these to be original, positive reviews, so keep that in mind when structuring a campaign. When creating internal campaigns derived around getting google reviews. For example, I created these 3 images below in canva.com (free graphic tool, get it now.) yesterday morning in under 10 minutes and then did two things with them:
1. Created an image slide share ad in Facebook that will run for the campaign date.
2. Created the same ad campaign to run internally on the clinics reception room broadcasting system.
But another huge piece with Google's SEO beyond your key words and website is, Does your website live on multiple social platforms? To get the most value with Google, focus on the ones that are in google's social family. Those include Google +, YouTube, Twitter and for some reason the next highest google social ranking site is Linkedin.
I wanted to share those quick SEO tips for anyone on my Facebook that follows me here that was asking those great questions. Specifically in this blog; however, I want to talk with you about Facebook. You can scroll to the very bottom of article to watch the live broadcast, or watch after. Remember that the book is always better than the movie!
Listed below are 7 Things You Must Be Doing With Your Facebook Page
Facebook is a pay to play game for pages. Period. If you haven't done any ads yet, don't worry, they don't cost much and they are immensely powerful with the platforms free advertising tools and targets.
What's Bad- You have what is called an organic reach with your Facebook page. You can look at your Insights Tab to see which posts are reaching and also engaging how many people. If you are using Facebook sparingly, not getting a lot of engagement (shares, comments and likes) or are using it strictly as a digital advertising platform for your business....... No one is even seeing what you post.
Facebook uses an algorithm as mentioned above to determine what posts are included in a person's timeline. Facebook pages that do not incorporate some sort of advertising will continue to see their organic reach drop and drop. I have seen some with as little as 2-4% reach of their total page likes. So your organic reach is bad. With paid advertising they are always going to bump a paid customer into a newsfeed, always, over a free page post.
What's Good- Fortunately, pretty much everything else from here. Facebook ads are cheap. You can run an ad for as little as $1/day. This especially allows you to start testing what works for your page. You can set lifetime limits for an ad such as $5 or $10 and run for 3-5 days for example. Who doesn't have $10 to invest in their business's marketing strategy this week?
Beyond being very user friendly in setting your ad budget, Facebook ads allow you to target in a variety of ways. For a local chiropractic clinic you have three powerful quick targeting options.
- Target to your zip code. This one, right is a no-brainer.
- Import a set of email addresses and target for ads. In your EMR software you can export out a list of email addresses and import them into Facebook ads and voila! Other ideas are exporting a list of email addresses out of LinkedIn and importing in or grabbing your email newsletter list if doing any email campaigns with patient's you've met at marketing events already.
- One of the very first ad campaigns you want to run is: For Page Likes. The best target market for page likes are targeting the pages current likes and their friends. A good majority of our personal list is local so that will attract a network for your specific local area.
A good way to "watch algorithm's" is to first think about what you do see most and what you like to see most in your own newsfeed and for the majority, that is short videos- predominately without sound. Video is and will be until virtual reality takes over, the dominant of content for online marketing in almost any aspect.
I have tested and played with videos on my ChiroSocialTech page as well as other chiropractic clinic's pages I manage. Creating video content that is short, compelling to what an audience wants to see on Facebook and doesn't have sound..isn't easy! But it is fun. If you enjoy case studies and stats, the videos overall get 4 times the engagement when boosted than a boost with just an image.
3. Post to Facebook from Facebook
I don't know if I have said FACEBOOK enough in this blog :-) This is another little way where they can take advantage of being a leader and make their own rules. This is something else that I did test, because I really like the idea of scheduling all of my content through one platform. But you will get double the reach from scheduling your posts directly within your Facebook page rather than Hootsuite or some other scheduler. I think Facebook is the only one that apply's to, maybe Google +.
This especially applies for Videos. I am not saying to stop posting videos to YouTube either. But your video will have more power in Facebook when you upload it directly to Facebook. That is also how it will autoplay in someone's feed. Best recommendation on this for you is to post longer videos to YouTube and then cut 30 seconds to 2 minute video's that you can upload and schedule in Facebook.
4. Trivia and Contests
This is a great way to create more engagement. Facebook ranks a posts' engagement by shares, comments and then likes which is why the "Share this to Win.." campaign is so popular. The best way to succeed with Trivia and Contests is to absolutely have fun with it. Think about your patients that you interact with daily and what they would like to win. Go big or go home does work in this category. By go big, I mean really think about something local or pertaining to your patients that they wouldn't buy for themselves.
A creative one that went viral recently was companies posting a Powerball ticket and signed document to share it with anyone that shared, commented or liked the post. 100% stupid fun, people loved it!
5. Share Original Content
The question of, "what to post?" can't be answered really by anyone except the business owner. A successful facebook page follows a successful marketing plan that is created under an umbrella of a voice and personality for your business. Whoa-- did that even make sense? What I mean is, if the doctor is funny, be funny. If the doctor is NOT funny at all, don't make your social media page funny. What is your clinic's personality?
- Graphics- Make canva.com your or your CA's new best friend for creating easy graphics
- Images- Of your clinic, of you, of your staff, of your patients, of your equipment, of your events, more images
- Blogs- Write a weekly or monthly blog on your website and share it through your social platforms. Educate more of your patients by only giving the message once
- Events- Host events
- Contests- See above
- Promotions- By promotions, I mean any special or event or holiday or campaign marketing promotion that you want to fun. Again, have fun and be creative
- Staff- Share your staff's success, story and professional and personal accomplishments
- Community- Share things happening that your office is excited about in the community
- Recipes- The majority of your patient base is going to have general interest in doing more than the average American to be proactive on their health. Sharing your secrets and what you and your staff do to stay healthy, including things like smoothie recipes, is a sure fire way to create tons of engagement. *** Right now what's hot, hot with Facebook Video is short recipe videos
- VIDEOS- Start using periscope to improve your camera and speaking skills. Get 101 Video Ideas for Chiropractors to get started on creating videos here.
- TESTIMONIALS- I have seen creative things done from Chiropractors sharing patient's testimonials through both video and images. February is a great time to do a "I Love Chiropractic Because..."- Get a small whiteboard or chalkboard and have the patient write why they LOVE Chiropractic, take their picture, post. Easy, easy.
6. Shared Content- Give to Get and Always Give Credit. You want to schedule shared content in between all of your ads, campaigns, videos and original content as well. There are great resources out there that will just do this for you for a monthly fee. I highly recommend not using them and sharing information that is out there free from chiropractic organizations dedicated to the profession. That money is better spent by you investing directly into Facebook ads.
Another great option for finding quality shared content to consider:
-Your Local Community including any affiliates, the Chamber, Events and Non Profit Organizations
-Local Brands you Support and want to Share (generally relate to health and wellness in some way)
-If you sell any products in your office, their company should have great posts to share
-Look at the Facebook pages of the Chiropractic school you attended, colleagues you follow and groups you are a part of within the Chiropractic industry for a lot of great content to share.
7. Post Everyday and Twice a Day
You want to schedule posts, so you will quickly get to a point where scheduling two posts a day is simple implementing all of the above ideas. The first thing you want to do is find out when the best time of the day is to post.
--------------------------------> Go to your Facebook page and click on Insights Tab and then click on Posts to the left.
Remember the secret sauce to a successful, converting social media marketing plan is to be consistent, have fun and be original. Watch the replay of live broadcast below.