The key to any marketing is to clearly define your target market and how to reach them, including their challenges, passions and ideals. Different demographics even use social media differently, like the fact that Pinterest is far more popular with women and Instagram and SnapChat with the younger generations. Once you pin down your target market, it won’t be hard to construct a smart plan how to best reach out to them.
2. Participate in online groups
A great way to reach a broader audience is to join online groups and communities, such as Facebook Groups. By interacting and getting to know the other like-minded members, you’ll grow your social media accounts with loyal followers over time. Chiropractors can join and start interacting in groups based on health, natural healing, fitness, diet, motivation and inspiration, and other secondary topics.
3. Always include a Call To Action
One of the biggest mistake brands and companies make when they’re trying to market their services online is not including a CTA on their content. Even if they post interesting and value-adding blogs, posts, and other content, if there isn’t a singular clear request for the reader/follower to take the next step, they’re missing out on a grand opportunity to connect and grow their social media following.
4. Use free giveaways, contests and raffles to grow your following
EVERYONE likes winning free stuff, and there are so many ways you can run contests and giveaways on your social media accounts in order to create a buzz and attract droves of new followers. This strategy is so effective that we’ll dedicate a whole blog to it in the near future to give you the tools you need.
5. Use the “Rule of Thirds” when posting on social media
Of course you want to promote your practice and chiropractic services, but a quick way to turn off potential followers on social media is to make all of your content about yourself and overtly advertise nonstop. Instead, stick to the Rule of Thirds when posting social media content to ensure your audience and new followers love your page and always wants to tune in and share:
1/3 General information, articles, news, and interviews, etc. from your field
1/3 Your own blogs, images, and content that look to inform, help and add value
1/3 Specific offers, notices, invites, etc. that directly promote your practice
6. Create content and then create some more
Another glaring mistake businesses make when they’re trying to market their services is failing to create original content. When you only post other people’s blogs, articles and graphics on your social media pages, who do you think benefits? You got it – other people. It’s fine to include some general industry news (refer to the Rule of Thirds above) but it’s CRUCIAL that you also create and share your own custom content if you want to grow your social media following and grow your practice. Not only is it effective for reaching and engaging your audience, but it will establish you as a trusted source and an expert, and keep you relevant when they do need your services.
It could be blogs, graphics, surveys, news articles you submit, podcasts, photos, videos, etc. (or all of the above), just make sure you are generating and sharing a steady stream of original material. While this does take a lot of time and commitment, remember that you can also use one of your qualified CAs, staff, or hire a marketing manager to put this on autopilot. We’ve posted a few blogs about this topic to help guide you, so just contact us if you’d like that information emailed to you.
7. Mention prominent people and influencers on social media
When posting on Facebook Instagram, Twitter, etc., it's a fantastic way to broaden your reach and get a lot of followers gravitating to you. On Twitter and Instagram, you mention people with a “@” and then their user name, while on Facebook you can tag your friends or mention a fan page or group and include them on a post. Use these tools in your posts to include prominent, notable, or famous people or brands, and early influencers like bloggers in your field. It will allow their followers to retweet, comment, or share your content, creating the potential for hundreds, thousands, or even millions of new fans to see your name and social media information.
8. Use #hashtags
Similar to tagging or mentioning people or brands in your social media posts, you can also add hashtags, effectively marking your post as relevant to a certain topic, person or event. Simply adding any word with a #hashtag in front of it makes it searchable by anyone who is also looking for information or posts in that topic. For those of you who go still have trouble operating the TV remote, think of hashtags as a way to create a huge card catalog for all of the information on the Internet. There are ways to search for and track trending and popular hashtags, or you can even start your own. There are different rules or best practices based on which social media platform you’re using. For instance, hashtags are probably least effective on Facebook, but adding one or maybe two hashtags to your posts on Twitter - or plenty more on Instagram - allows you to reach out to a wider audience and attract more followers.
9. Plenty of images and videos
People LOVE smart, funny, interesting, helpful, and visually appealing images so whenever possible, use images and even short videos when posting on your social media accounts. Studies show that posts with an image attached result in 355% more opens, likes and shares, and social media in whole is moving towards more video with YouTube, Vimeo, Vine, Instagram, and SnapChat exploding in popularity.
10. “Brand” your photos
Before you send all of your photos, memes, graphics and infographics out into the social media universe, be sure to “brand” or “stamp” them with some information that will always give you credit and refer viewers back to your practice’s website.
This is really easy to do with one of the many basic and free or low cost image apps and websites available. It’s recommended you put your practice name or your personal name, then your website at the very least, and maybe a phone number, address, logo, or custom hashtag if you wish. But keep the image stamping small and unobtrusive, relegating it to a bottom corner of the image so it doesn’t distract the viewer. So any time some sees it, and no matter how far it travels as people share and repost it, you’ll always be visible.