Turning Social Media Posts into New Patients for your Office
Turning Social Media Posts into New Patients for your Office
Social Media can be a game changer for businesses of all sizes. In this article we are going to dive into exactly how your social media posts can turn into new patients in your office.
It seems obvious that new patients or new clients would be the goal for any small, local businesses social media strategy. Yet, it can be a challenge to achieve if you aren’t positioning your business on social media in the most effective manner.
Another challenge many small businesses face is tracking the results from their social media efforts. How do you know if you get a new patient from an Instagram post or Facebook event or Tweet?
Let’s explore the pieces in more detail of an effective social media strategy that returns a trackable new patient.
First Step: CONTENT
Effective Facebook posting strategy that includes posting original content.
Organic Blog Post on your Website that you Share to your Facebook Page and then from there, share to your Personal Page.
Video- of any kind
Images you post from inner office or created, branded images
Events you are attending or hosting
Actionable Offers you are Providing through Posts (E.g. in a Facebook Ad- Lead Generation or Traffic Goal).
With the goal in mind of new patients, we have to consider what needs to happen. Someone in your 10 miles radius (think of the people in your community, picture them in your head and dial into one of them). What would they need to see when they are scrolling in their newsfeed on Facebook, Instagram or even Twitter to STOP.
Second Step: STOP
The blog post image and title, video, event title or offer must be intriguing enough for that person that you are picturing to stop scrolling in their feed.
*This is also why it is so important to consider that your Facebook Page’s Organic Reach is WAY TOO LOW for you to rely on it alone to convert content into patients. You must be re-purposing your content, utilizing Facebook and Instagram ads effectively and building an engagement on the platform(s) of your choice.
* The ChiroSocialTech way encourages using your creativity and personality always and you will achieve this. Yet, we do not encourage using “gimmicks” to get people to stop, click bait type activity. The rule of thumb we follow is, if you have to question it, the answer is NO. Most of the time :)
Step Three: ENGAGE
Now that you have them looking at your social media post, they need to engage. Consider first, your original goal for the post. You must lead them to the next step. Now many times I see posts that either have no direction (no link, no contact) om to call the office. The latter is obviously preferable to the first. Yet, how many times and HOW LIKELY are you to stop scrolling on your own social media newsfeed and Close the App, Remember or Have Copied and Pasted that phone number, Call and Schedule an Appointment.
What if they are in line at the story, at a restaurant, looking before a meeting.
They will never see that organic post again after they scroll past or close the app to go back to Life when it calls.
If it’s an ad and you are retargeting, they definitely will see it again.
They will click. They won’t call you. If they did call you, most people are on social media in the evening.. Do you have a proper answering service set up?
The stats show if you don’t answer the initial call or return immediately, you’ve lost the lead.
(Not yet considered a new patient)
This is why your goal is the most important piece. If it’s convert this person to a new patient, the most effective ways to do this are:
In the blog post, that lives on your website, that you authored with your authority, create an offer at the bottom of the blog. This can be as simple or elaborate in design. You could have an image of a coupon and it links to a Form they can fill out to submit their information to you for an initial visit.
The video if targeting a Single, Specific Need, create a similar CTA (call to action) as above. In your video and in your copy (the content of the post) you must address the Call to Action. E.g. Click here for more information. Click here to sign up.
Create a compelling offer. People love deals. People love to feel like they are special and getting a special opportunity. E.g $27 Exam and Consultation, Free 30 Minute Massage Coupon with First Exam and Consultation, 50% off Your First Visit. With Facebook’s Lead Generation Goal Ad Campaign, you can create an offer post easy and fast, targeted, where the individual doesn’t even have to leave Facebook.
If your goal is to engage that person to take action, shake hands, take the next step, go on a first date with you type of thing. Start an educational process that will lead to a consistent stream of new patients from your social media activity.
On your website, have a place where they can Sign Up for a Newsletter so you can capture their email address. This will be useful both for email marketing and retargeting.
In the Video Strategy, create videos that target specific needs and run ads targeting those needs. Provide simple tips, guidance and next steps for that viewer to grow their knowledge base and know, like, trust factor. Put yourself in an expert position on subject matters important to your viewer, that person we were picturing in our minds earlier in this article.
Invite them to an invite where you can engage and make a solution, offer, opportunity to that person in person. Events can be events that are you partaking in or hosting. You can partner with other local businesses as well to grab double exposure of their marketing efforts and audience. Tag that business and/or people in any postings about the event. Run ads for the event targeted to the theme of event.
General Wellness Event/Talk
ABC’s of Back Pain
Annual Open House- Family
Pregnant Mothers Talk/Event
*Hosting your own talks is one of the quickest, easiest ways to start generating new patients from social media ad campaign ChiroSocialTech has tested.
Step Four: CLOSE
Once you have engaged that person, as you have talked about above in detail, you must close them.
The blog post must be compelling enough to read, have images and/or videos to help explain the subject matter further. Have a clear offer that intrigues them to continue a relationship with you. Whether that be signing up for further communication and you collecting the email address or them accepting an offer and submitting their information to you. You must then follow up with them and close them on scheduling the initial visit AND keeping the initial visit.
Consider inner strengths and weakness inside of your office, E.g The amount of time in which you respond. The easier you make it for them. E.g. Do you have enough time and convenient hours to see new patients? Especially the demographics you are targeting.
Once they have viewed your video are they sharing it with their audience like you asked in the video? Are they tagging someone they know in the comments? Are you engaging back with your viewers. Consider for any comments or questions you get on social media, are you responding? How fast? That is today’s version of are you closing?
- If you host an event, is there an offer to schedule a visit? Is your talk compelling? Are you drawing them to emotion to action?
If you ran a Lead Gen Ad and you get let’s say 35 people to respond and leave their information. How and how fast is your office responding to those Leads. Do you take insurance? Is the audience you are targeting in network most likely (E.g. all work at the same place). Prepare for these first calls. Prepare for the questions and prepare to have room in your schedule to accommodate new patients.
*Consider how and if you have appointment reminders. Text or Email? When do they go out? What do they say? Do they give directions to your office and include your street address?
Step Five: TRACK
What are you tracking and how are you tracking it?
Do you have a content strategy or social media strategy?
If no or not really, then what are you tracking?
If your goal is a new patient from a blog post, look above and think about how you are obtaining the end result. If it’s them calling, then you must have your front desk trained to ask the question, How did you hear about us? And then there must be a report or follow up for that answer to be delivered somewhere to track.
How do you know if people are calling from your social media post/ad?
How do you know if people are referred by someone because of a social media post/ad?
Once you have answered these questions in your office with your team and identified the pieces discussed here, you will begin to understand how Social Media is Driving New Patients into your Office.
CREATE AND POST CONTENT
COMPELLING ENOUGH FOR AUDIENCE TO STOP
AND ENGAGE WITH YOU
BE A CLOSER
TRACK YOUR RESULTS
Once you have gone through this process, schedule a visit with ChiroSocialTech to get more information on fixing any pieces of your social media to new patient process.