11 Content Ideas to Fill Your Social Media Calendar


A social media calendar can help you plan and schedule your social media posts in advance. With an organized calendar, you can ensure no days will go without a single piece of content being published.

Fresh, quality content is important to attract your target audience and keep them informed. But let’s face it. It can be challenging to find fresh social media ideas, especially when you have to post something daily on different platforms.

Next time you think there’s nothing for you to post, think again. Here are 11 content ideas to fill your social media calendar.

Industry news

If you find yourself at a loss when it comes to making updates on social media, sharing industry news is a great idea. Regularly posting informative articles will help turn your page into a trusted resource for relevant information.

Think about what your target audience would find helpful and relevant. Share links to relevant news and blogs.

Blog posts

Do you spend countless hours writing killer, quality content for your blog? Don’t let it go to waste Share your blog posts across your social media accounts.

In addition to giving you something new to post, sharing your blog posts on social media will help deliver a steady stream of visitors to your site. Make sure, though, that you tailor your message to fit each platform and audience.

Polls and surveys

People love answering questions, and polls provide the perfect avenue for this.

Polls are easy to make, encourage interactivity, and get people talking. It allows you to gain a deeper understanding of who your customers are. By reading their responses, you can learn from them directly and better understand their needs.

Videos

Video is the undeniable king of content marketing. In fact, they get exponentially more shares than texts and images combined. Not only are they convenient and efficient for the consumer, but they can also help you create an emotional connection with your audience.

If you aren’t creating video content for your brand or business, now is the time to get in front of the camera. I challenge you to do one this week. You can start by doing a Facebook Live or Instagram story. The first video is usually the hardest, but you’ll get better as you go.

Behind the scenes photo or video

Sharing behind the scenes content gives people an inside look into who you are and what your brand represents. People want to do business with people, not from a company that hides behind a logo. They want to know the people behind your products and services.

Behind the scenes, content humanizes your company and helps you build rapport with your target audience. Trust doesn’t come easily for businesses, but transparency is a great place to start.

Share a tip

Share tips that your audience might find useful. You may also consider turning it into a weekly post. For instance, “Tip Tuesday” or “Fun Fact Friday”. This way, your audience will have something to look forward to.

User-generated content

User-generated content is any content that has been published by fans. Nine out of ten consumers trust organic, user-generated content more than traditional advertising. That means, they’d rather hear from your clients and customers instead of you.

UGCs work well because they’re authentic. Plus, it puts customers front and center. It encourages engagement and helps you grow your audience.

When sharing user-generated content, always give credit where credit is due. Make sure that you tag the original poster in the post.

Infographics

People love information, but most people lean heavily toward visual content. Infographics are easily read, understood, and remembered. Your audience can easily scan the document and understand the message you’re trying to get across. Not only will they appreciate the new-found knowledge, but they’ll also find your information more credible and compelling.

Your employees

Posting photos of your employees help humanize your brand. It allows them to have a sneak peek of the people behind your products and services.

Go ahead and share photos of people who make your business possible. Without them, you won’t be able to operate.

Customer testimonial

Studies suggest that 74% of consumers read an average of 10 online reviews before they can trust a business. Sharing customer testimonials on social media is one of the best ways to build trust with your audience and add credibility to your brand.

Let your customer’s voices be heard on social media. Create an image with their testimonial or retweet their kind words. Don’t forget to include their name or handle.

Meme

Have you noticed more and more brands are incorporating humor into their social media marketing strategy? It’s because humor sells.

People love humorous content. Infusing humor into your social media content helps show your brand’s personality and get more people to engage with your content. Besides, posting only business-related content is simply boring.

11 Content Ideas to Fill Your Social Media Calendar

11 Content Ideas to Fill Your Social Media Calendar11 Content Ideas to Fill Your Social Media Calendar

 

5 Reasons You Need a Social Media Content Calendar

Social media has become an integral part of many businesses’ marketing strategy. It helps you connect with your audience, increase awareness about your brand, and generate more business.

With so many social media platforms to manage and publish in, it’s important to have a plan and stay organized for what and when you’re going to share on each platform. Having a social media content calendar will make things a lot easier.

What is a social media content calendar?

A social media calendar is a document that is used to plan out and organize future content. It allows you to visualize how your marketing looks like in the coming weeks or months and tweak any scheduled posts as necessary.

Content calendars can come in several forms. It can be a spreadsheet, hand-written calendar or a software. The purpose of a social media calendar is to provide a framework for scheduling out when and which content will be published across different social media channels.

A content calendar do wonders for your business. Here are 5 reasons why you need a social media content calendar.

Save time

You need to post regularly for your business to benefit from social media. But we all know that managing multiple social media accounts can be challenging, not to mention time consuming.

The purpose of using a content calendar is to help you plan out content ahead of time and schedule posts across multiple channels at once. With an effective calendar, you can schedule content weeks or months ahead of time. You no longer have to worry about falling behind if you become too busy or if something comes up.

A content calendar will not only help alleviate some of the day-to-day stressors, but it can also help you reach your long-term business goals. Freeing up more time, you can now focus on more important aspects of the business.

Never forget important dates

Holidays and other important events offer excellent opportunities to create engaging content. With a hectic schedule, it can be easy for important dates to slip your mind. Missing important dates can represent a lost opportunity.

An organized calendar helps reduce the chaos of scrambling to post it on time. Taking note of future events, you’ll have enough time to create the best possible content for the occasion instead of just churning out content at the last minute.

Having a content calendar alleviates the fear of forgetting important dates. Plus, it ensures that your content is being published when your audience is active.

Plan and organize your social media marketing strategy

Providing your audience with relevant, informative, and entertaining content is the key to keep your audience engaged.

When posting on social media, you want it to be a mix of industry news, inspiring content, content from others, and your own content. Using a content calendar allows you to visualize your content strategy over time. You’ll have plenty of time to fill it with relevant topics that resonate with your audience.

Without effective planning, you may run the risk of posting a topic that you have already discussed a few weeks ago. A social media content calendar will help you keep things in check, so you can avoid such blunders.

Brainstorm ideas

Instead of making last-minute decisions about what types of content to publish, you’ll have the advantage of getting feedback from your team members.

Every piece of content start with ideas, and you’ll need a lot of them to fill your calendar. When you plan out your social media content in advance, teams from different departments  can contribute ideas, make edits, and plan future content.

They can use their knowledge to fill the space with relevant content that is valuable to your audience. Hence, you can be sure that you’re putting out the best and most relevant content.

Turn chaos into harmony

Collaboration with team members often lead to fresh ideas and greater return on investment. However, it can also be tricky to pull off efficiently. It can be further complicated by remote work.

A social media content calendar is a great way to collaborate. It can serve as a communication tool for the whole team. This is where topics, ideas, contents, and dates are placed. It helps keep every member of the team on the same page and stay on track of publishing.

Having a central place for different teams across your organization to manage social media content allows for a much smoother implantation of your social media marketing agenda.

5 Reasons You Need a Social Media Content Calendar

 

5 Reasons You Need a Social Media Content Calendar 

5 Reasons You Need a Social Media Content Calendar

Pinterest and Tailwind Blog

Pinterest is one of those tools to build that website traffic, and a lot of people think of it as maybe not a tool that’s right for their business. Often, they think it’s just for recipes or interior design, which yes, it is used for that, but think of Pinterest as a visual search engine.

If your target audience is mostly women 35 to 65, Pinterest’s demographics are your target market! It’s time to see how you can use Pinterest to grow your business!

Pinterest for business

Pinterest is a great tool to use to get people to your website. And you think about when they go to Google what are they typing in? Especially moms, they’re going to Pinterest and they’re searching for different things.

I want to show you what a Pinterest business account looks like, and a tool that we use to manage our Pinterest. It’s really important to have that consistency and that strategy behind, “What are you pinning?” And so, this is where that digital marketing strategy that we’re always talking about comes into play.

Looking at what blogs are you writing. If you’re writing one blog per week or maybe two blogs per month, and they are the longer cornerstone blogs, each blog can have four to six images for that one blog, and you can pin those to Pinterest with links back to your website.

Difference between a personal and business account

Let me just dive in and show you a little bit about Pinterest. If you go sign up and create a Pinterest account, it will ask you if you’re business or personal.

Here we have our Social Speak Pinterest account, and this is the business account. I wanted to show you our profile.

Get access to the analytics dashboard

How you know that it’s a business account is because it will have analytics here. We have a little over 170,000 monthly viewers, which is pretty good for us. We really have worked hard on building our Pinterest account probably about the last year and a half.

We didn’t really take it too seriously before and now we’re seeing that traffic to the website really increase from what we’re putting on Pinterest. That’s a really good thing.

Set up an account with your business name

With a business account, you can set up your account with your business name. Here, we also have our logo. You can change your header images to a different static image. I always have the latest pins for our Social Speak board.

You could have in here a link to your website, a little bit about who you are and what you guys do, and then the most important thing is your boards.

Getting Started: Pinterest Basics

Create a board

You want to think of your boards as those keyword phrases. When you’re putting together your boards, it’s important to look at what are those key topics that you want to be talking about? So, you can have as many boards as you want. I always recommend starting with between five and seven, because you don’t want to be so overwhelmed. But as you continue to grow you’ll always be adding a new board, and so that’s okay, too.

We have different boards for different things, and these can be very specific. Obviously, content marketing strategy is our number one board with almost 800 pins. That and the health care digital marketing tips, those are our two main focuses.

It’s important to make sure that when you are creating a board that you are filling out the description. You want to make sure that you have the title of the board, the description of the board – fill out those blanks that Pinterest provides you. If people search for content marketing tips, then you are more likely to be able to show up here.  That’s how that works.

Find and pin content

Now what I like to do is I like to follow certain brands and companies. For example, I really like CoSchedule. They put out some great content. We also utilize Sprout Social. They put out great content.

You can go-to activity and see what pins they have, the latest pins they’ve had. And then, you can either save them to the board that you want, or you can go into Tailwind, which I will get to in just a second.

I like to make sure that you know which brands you want to follow so you can re-pin from them. I love the image, and I think the content’s great. I’ll just click onto that image and look at the website, make sure that it’s something that I want our audience to click through to.

Track your performance to see what works

The most important thing is going to your Analytics. And again, this is just something to look at on a monthly basis. I always go to the overview, and then I look at the impressions, the total audience, the engagement. Any time this number is up, that’s a good thing.

In the past 30 days, we’ve had over 200,000 impressions which is up 36% from last month. We had 178,000 total audience engagement.

The number of engagements on your pins includes saves, close-ups. People that had either clicked onto one of the pins we put up, re-pinned them or liked them. And then your engaged audience is the number of people who had engaged with your pin directly. Meaning that they had liked it, or they had re-pinned it.

You can go down here and look at your top boards, and then you can also look at your top pins. So, we’re seeing that people looking for YouTube sizes  and “Seven easiest ways to create Instagram content.” These are our top two pins that we had re-pinned, and people are finding them on our account and re-pinning them.

It’s good to really look at what content is working, so then you can make sure that you are utilizing that data to put more of that content out.

Why you should use Tailwind for Pinterest

Pinterest Automation

Pinterest can be sometimes a little bit of a time consumer. What we’ve used is this app called Tailwind.

Tailwind actually connects to your Pinterest and your Instagram. This is a paid program. It’s only $14.99 a month, I highly recommend it because this allows you to schedule pins out.

What this allows me to do is schedule all of my Pinterest posts for the month if I want to. I’ll just click on a pin, then hit Add to Queue, and it’s going to automatically put it into my queue where it feels it needs to go.

Post inspector

What’s really cool about this, when you are on Pinterest and you click just onto the Home button, it doesn’t tell you how many times this pin had been re-pinned, but on Tailwind it does. So this has been re-pinned 115 times. And again, sometimes things will come up that are not aligned with your business, and that’s okay. You just scroll past them, but you can look to see which ones are getting more pins.

For example, I click on Instagram Strategy. Tailwind shows that this was re-pinned 341 times, and it’ll tell you that it’s 299 times on Pinterest and 42 times on Facebook.

Smart Schedule

With Tailwind, it organizes your posts based on when your audience is on Pinterest, and when you are getting the most engagement. That’s the one thing I love about Tailwind is it’s easy to be able to find that content. You can see the source right here. You can pick as many boards as you want, and then if you don’t like the content, if you don’t like those posts, you would just click More Suggestions, and more suggestions will come up.

Tailwind just helps keep everything organized. And that’s what I really like because it saves you time and it gives you the post that you’re looking for, it gives you the data on what the popularity is, and it also just helps with the Auto-Schedule.

Smart Loop

The other thing you can do with Tailwind is what’s called a smart loop. Now, this is great for your blog posts that are your cornerstone blogs, meaning those are 2000 plus blogs.

We’ve already used our 250 smart loops and what that means is it will pull all of these blogs that we’ve done from a year, two years, three years ago, and it’s going to keep populating them. So it will automatically schedule those out into our plan, and because I’ve said I want these blogs to be scheduled to these certain boards, it will do that.

Schedule Instagram videos

I highly recommend utilizing Pinterest and Tailwind together, you can get the most benefit out of your Pinterest account. You could also publish videos on here as well, that’s a great tool because videos are awesome on Pinterest, and it’s just a great way to really monitor what’s working.

Analytics

On your Google Analytics, you would be able to tell how many people have come to your website from Pinterest. That’s a great way to monitor those analytics.

Is your social media marketing strategy sorted out?

If you need help with creating this strategy for your Pinterest account and utilizing Tailwind and just elevating your digital marketing strategy as a whole, we do offer a free 30-minute consultation. That allows us to get to know what your goals are, what are you struggling with, and what are you wanting to accomplish with your digital marketing. And then we can put up a plan together moving forward from there.

We also just launched our online VIP community, and that’s a monthly membership that allows you to see different handouts, tutorials, trainings on all different things in digital marketing. It’s a great starting point if you are wanting to do things on your own. If you really need help with that next step with your digital marketing strategy, go to socialspeaknetwork.com and click on the “Contact Us” button for a free 30-minute consultation. If you have any questions, please let us know.

Pinterest and Tailwind Blog

 

How to Maximize Your Social Media Presence During the Pandemic

The unprecedented COVID-19 outbreak has holed up a huge chunk of the global population in their homes. It has created a healthcare crisis alongside an economic crisis. Unfortunately, no one seems to be able to say when the COVID-19 outbreak will end.

With emotions high, it is important now more than ever to put extra thought into what messages you share with your target audience.

Here are 6 ways healthcare providers can maximize their social presence during the COVID-19 crisis.

Educate your audience

Studies suggest that nearly 66% of internet users get their news online, specifically from social media.

Information is powerful and can help save people’s lives, especially during this pandemic.

COVID-19 cases have surged across the globe, so does the number of people searching for information about the virus. People need answers to questions like:

  • What are the symptoms of COVID-19?
  • How will I know when it is time to seek help at a hospital?
  • Should I stay home if the symptoms are minor?
  • Where can I get tested?
  • How do I avoid infecting others?

As a healthcare professional, you have enormous potential to educate your community. Your first step would be to provide answers to combat those concerns. Write a blog or record a video, and then post it on your social media page.

Beyond the fact that it is the right thing to do, sharing valuable, accurate information can help you grow your authority and build your organization’s thought leadership.

Counteract misinformation

Living in the digital world, information is just a mouse-click away. This free information age is a good thing. Unfortunately, false information is rampant, especially on social media. Some people who see them may think what they are reading is actually true, and that could be harmful. Worse, people are sharing “fake news” to their family and friends.

In a step in the right direction, WHO has launched a chatbot on Facebook Messenger to combat COVID-19 misinformation. The WHO Health Alert was developed in an effort to provide instant and accurate information about COVID-19. This movement aims to help people understand the facts related to the disease, protect themselves from COVID-19, and prevent its spread.

Counteract misinformation by sharing factual, accurate information about what is currently known about COVID-19. Another option is to share blog posts from trusted sources such as the CDC and WHO.

Encourage social distancing

Despite the surge of COVID-19 cases across the globe, a lot of people still underestimate the seriousness of the virus.

At this point in time, people’s safety is a top priority. You can use social media to help people understand that this is absolutely serious. Globally, more than 2.25 million people have been diagnosed with the virus, and more than 170,000 have died.

Use your voice to convince people to comply with social distancing, stay at home, and consequently help flatten the curve.

Take every opportunity to engage

With COVID-19 sending people indoors for more hours than they’re used to, many of them are relying on social media to stay in touch with family and friends, consume news, and entertainment.

Your fans and followers are spending more time online than they ever have before, and you want to stay connected to them. Take this opportunity to engage with your audience and deepen your relationship with them.

Social media is a great place to start a conversation, inspire, and spread the good news. Get in front of the camera and talk to your audience. People need hope. They want to see that there is a reason to smile. We all know that it is a difficult time, but you want to continue to uplift and inspire your followers.

By answering questions and concerns, as well as providing updates about patient recoveries and treatment options, you are acting as a resource to those who are anxious and could use some extra help to get through this difficult time.

You still have to comply with HIPAA

There are no dedicated HIPAA social media rules. But as a medical practitioner, you still have to comply with HIPAA regulations.

You must protect the privacy of your patients at all times. That means you should never include information that can be used to identify individual’s patients or their medical records. This includes name, photos, date of birth, medical data, social security number, etc.

Consider telemedicine

Living under lockdown conditions while a pandemic encircles the globe can be difficult. As basic supplies go short and some healthcare professionals get diverted to COVID-19 wards, some patients are struggling to get treatment.

Integrating telemedicine to your practice means being able to see patients who need routine checkups without risking a visit to a medical office. Instead of leaving the house and sitting in a waiting room full of other vulnerable patients, patients can get the care they need at the comfort of their homes.

How to Maximize Your Social Media Presence During the Pandemic

How to Maximize Your Social Media Presence During the PandemicHow to Maximize Your Social Media Presence During the Pandemic

6 Killer Strategies to Increase Patient Referral

In today’s competitive healthcare environment, it is important to have a strong patient referral base. As a healthcare provider, you are probably aware of how powerful referrals can be for generating new patients and growing your practice.

When done right, a patient referral program can add years of income to your practice. Let’s take a look at some of the best practices your office should maintain to get new patients through the door.

Listen to the Medical Marketing Podcast

Build a strong relationship with referring practices

Professional referrals are the lifeblood of every healthcare organization. Building and nurturing those relationships is essential for bringing in new patients.

Always keep the communication lines open with the referring practice and let them know what steps you will take to address the patient’s condition. Email them, call them from time to time, or arrange lunch appointments with them. Quick updates to the referring physician about the condition and progress of the patient tells them that you are committed to patient care.

Don’t forget to thank anyone who refers a patient to your practice. This will motivate your colleague to refer you more often.

Improve customer experience

Not all referrals come from other practices. Happy patients are more likely to give you good feedback as well as refer you to their family and friends.

To create a memorable experience, it’s important to get your internal house in order so it’s ready to welcome new patients to the practice. You want to ensure that patients feel comfortable and cared for, both in the reception area and exam room. You and your staff should pay close attention to the concerns and queries of your patients and make sure that they are cared for.

A percentage of your new patients should come from referrals by existing patients. If not, then you may need to address your customer service policies. Remember, unhappy patients won’t refer you to their family and friends. Worse, they’ll tell them to stay away.

Reach out on social media

Many patients turn to social networking sites to establish an ongoing relationship with their primary care physician.

The point of social media is to effectively reach your target audience and connect with them. It gives you a tremendous opportunity to interact with patients in ways that are not possible during appointments and consultations. This is your chance to talk to them and have a friendly relation with them.

Promote engagement by starting conversations on various health topics, providing healthcare tips, and alerting patients to new services and discounts you offer. Sharing your blog posts on social media is a great way to provide valuable healthcare information while driving patients to your website to learn more.

When done right, social media marketing can help you enhance your online reputation, solidify your brand, and bolster your authority among patients.

Be a thought leader

Most doctors go into medicine to help patients, not bask in the spotlight. But there is no denying that being a thought leader can help you attract new patients.

Being a thought leader in the healthcare industry requires lots of knowledge, effort, time, and desire to impact change. To achieve this status, you need to make your expertise and ideas known.

Write blog posts that are relevant to your practice, but don’t just write just to have content out there. Make sure that you produce quality content. But it shouldn’t stop at blogging. You can educate existing and potential patients on your healthcare practice by creating videos, podcasts, and newsletters. You can also offer speaking engagements at local hospitals.

Have a web presence

Many healthcare professionals feel as though their practice should be able to thrive on its own through referrals. But given the certainty of change in healthcare, it is important for healthcare providers to have a strong online presence.

Many patients will go online to acquaint themselves with the practice prior to making an appointment. Making a good first impression starts with a well-designed, patient-friendly website. Not only will it give potential patients an easy way to get to know you, but it also makes your practice look and feels engaging.

By having your credentials, education, services, and procedures on your website, you can help instill a sense of trust in your future patients.

Get more mileage from patient testimonials

Patients want to make sure that they receive care from the best doctors in their field. Testimonials can help build trust in your practice and offer validation for the quality of your services.

Tell your patients’ success stories in a way that people will take notice. Quotes and written testimonials can be powerful marketing tools, but videos can bring testimonials to life.

Short two-minute video testimonials will capture the attention of potential patients and drive more patients through the door. To get higher-impact testimonials, you can guide patients by asking leading questions. If you are an eye doctor, you may ask questions like “How has LASIK impacted your life?” or “Are you happy with the results?”

6 Killer Strategies to Increase Patient Referral

6 Reasons Why Doctors Should Use LinkedIn

You’ve heard LinkedIn is important but is it really? The short answer is yes.

LinkedIn is a social networking site that allows professionals and business people, regardless of their industry, to connect. With more than 600 million users over 200 countries, it is the world’s largest professional network on the internet. Despite its popularity, many people ignore this platform simply because they do not understand how powerful it can be for exposing and growing their business.

Do you have a LinkedIn account? Here are 6 reasons to create one or dust off your long-forgotten one.

Opportunity to network

We’ve all heard the phrase “It’s not what you know, but who you know”. LinkedIn was built with that proposition in mind.

If you’re looking to build a strong network, LinkedIn is the best place to start. It is great for building strong networks with other healthcare professionals. It has a decent search feature that can help you find people in your industry. There are also numerous healthcare groups on LinkedIn that you can join in. Use your LinkedIn connections to build a community. It is up to you to decide how much time and energy you want to put into this process.

Professionals who are using the platform are open to networking, connections, and possibly, professional referrals. When you’re an active LinkedIn user, your opportunities to interact with other healthcare professionals are virtually limitless.

Demonstrate your knowledge and expertise

LinkedIn is essentially a digital translation of your CV. It is a great place for keeping all your career information. In fact, there is an entire section available devoted to recognitions and awards you’ve won. This could be an excellent way to tell your audience that you’re good at what you do.

Many people have a Linkedin account. The problem is that their profile is incomplete. Remember, your profile is the first professional impression people will have of you. Completing your profile with your experience, skills, and credentials will increase your credibility. Think of it as your online CV. Go ahead and show off your skills, academic accomplishments, and professional successes.

Content sharing

Unlike other social media platforms, where the focus of sharing is generally personal content, LinkedIn is a suitable platform for professional content.

The open publishing format of LinkedIn provides users an opportunity to both teach and learn. Here, you can share content that reflects your line of work and presents your thoughts and ideas to a wider audience. You can share blogs that have the potential to create a buzz around your name, participate in discussions and express your thoughts or views on certain topics.

Publishing high-quality content regularly creates trust with your connections and positions you as an expert in your field. If your post is featured on LinkedIn Pulse, your reach is exponentially increased.

Tap into industry news

In today’s competitive job market, it is important to stay up-to-date with industry news and trends in order to thrive. With new regulations and technologies affecting the healthcare industry, there are lots of industry news to stay on top of. LinkedIn makes it easier for you to stay relevant in today’s evolving healthcare landscape.

Joining industry-specific groups allow you to connect and interact with industry peers. From here, you can get the latest news, post, and announcements.

Be found online

Whether you like it or not, people are going to look you up on Google. Linkedin profiles get ranked high by Google. That means, your profile can appear toward the top of the search results page.

LinkedIn is a great tool for managing and controlling your professional digital reputation since you’ll have direct control over how your online identity is presented. Plus, it will be easier for future patients to find you.

Your profile will not only appear when they search your name but also when searching for your specialty.

Further your personal branding

Your brand is what people say about you. Try Googling yourself to see what comes up. These are the first impressions people will have of you.

In today’s digital world, first impressions are formed online, and Linkedin is the best place for people to “meet” you. Your profile is a showcase of your skills, experience, and achievements. It is a great way to present your professional experience, tell your story, and the goals you want to achieve. Make sure your profile is 100% complete. Don’t forget to update your profile photo.

Remember, you will never get a second chance to make a first impression, so make sure that you do it right. Make one that will differentiate you from the competition and reflect who you are.

https://socialspeaknetwork.com/wp-content/uploads/2020/01/LinkedIn-SSN2.png.png
Increase patients wiht digital marketing strategy

In this podcast we review the exact strategy Social Speak uses with their healthcare practices to boost new consultations and build brand loyalty online.

Please view the video at Youtube if you would like to see the screen share – click here to access.

The Social Speak Digital Strategy for Medical Marketing (our Roadmap to Digital Marketing) includes:

  • Social Media
  • Blogging
  • SEO and Physician Interviews
  • Landing Page
  • Automated Email Follow-Up

The tools discussed in the podcast include:

If you are looking to increase the ROI from your digital marketing in 2020, please reach out to schedule a consultation today! We can’t wait to learn more about your practice.

Listen to the Podcast

Watch the Video

Read the medical marketing transcript

00:01 Caitlin McDonald: Hello and welcome to the Social Speak Network podcast. My name is Caitlin McDonald and I am one of the co-owners over here at Social Speak. So today, we were gonna wrap up the year talking about SEO as we’re moving into 2020. But I’m kind of pulling an audible and I really want to take the time to share the exact strategy that is working right now for our healthcare clinics. Now, this strategy is one that we’ve been utilizing for quite a while. However, it’s really working right now, so I want to make sure that moving into 2020, you’ll be able to implement this for your healthcare practice. Now, we also are available to help out as well. This is our specialty, managing the marketing campaigns for clinics and hospitals across the country. So if you do wanna schedule a free consultation, we’d love to chat with you, see if we’re a good fit, and I give you a couple of tips and pointers to get you moving in the right direction.

 

01:08 CM: So this strategy really utilizes a lot of different marketing techniques, but it is pretty straight forward. So I’m gonna be… If you’re on our podcast, I’ll be talking through everything. If you jump over to our YouTube channel, you’ll be able to follow along and I’ll be able to show you some of the tools that we do utilize for our clinics and if you prefer reading, the transcript will be on our blog probably next week.

 

01:42 CM: So let’s get started. Let me share my screen here. And as I mentioned, the first part of our process really begins with the strategy. So when we’re taking a look at the strategy, we want to focus on a few different things. First and foremost, we do still utilize social media marketing. Social media is there to expand your reach and spread your authentic brand voice online. If you’re targeting younger individuals, older individuals, it really doesn’t matter, you need to prove that you are active online and a legitimate business. One of the ways to do this is by posting to social media accounts.

 

02:28 CM: So doing this builds brand loyalty by staying true to your values. It also helps you stay top of mind. Yes, your posts won’t necessarily reach everybody who’s following you online. In fact, it’ll probably only reach a couple of people, so we utilize ads to help with this as well. However, if somebody is actively looking for you, most likely your Facebook page will show up high in the search results so you wanna make sure that you are active there. And then, Facebook and social media also help you cultivate relationships and attract clients.

 

03:03 CM: The second piece of the strategy that we follow is blogging and SEO. Creating content, any content isn’t gonna work anymore, it’s creating the right content at the right time for your target market. So what does this actually mean for you? It means creating timely information so that you are found online, and it helps to build trust with your audience. For a couple of practices, what we are doing is doing physician interviews or interviews with your staff and transcribing those in a Q/A format, so that you are answering the questions that people are actually looking for online in a way that’s easy to digest and where they can really start building trust with the physicians in your practice.

 

03:55 CM: And then the last way is through lead generation. So with lead generation, really, our goal is to capture prospect information. Yes, you have to be aware of being HIPAA compliant, but we’ll dive into that. So here, you need a strategy to boost your new leads, to shorten the sales cycle, or that cycle for actually getting a prospect in the door, booking a consultation, and then also to increase your recurring revenue. So if you know somebody who typically comes in for one procedure, then ends up coming in for follow-up visits for something else, it might be good to focus on that first procedure and getting leads for that so that you can then share information through email marketing or in the office itself to get them booking those follow-up appointments as well.

 

04:52 CM: So this is where it gets really fun and it’s actually putting together that plan and diving in to do what you need to be doing for your marketing. So this is our roadmap to digital marketing and really goes through all of the different steps. Today, I’m gonna be focusing mostly on this lead generation piece. So, in lead generation, we’re really reaching people during their patient journey. So, as I mentioned, we’re figuring out what symptoms they have, what problems they’re experiencing and how they want to live their life differently if they come in and see you.

 

05:33 CM: So when we’re doing this, we’re utilizing Facebook ads for brand awareness and to get leads, Google AdWords for search targeting, and this is a great way to get people when they’re making that decision about who they’re gonna work with, and Facebook ads for re-targeting. So here, Facebook and Google really are the ad networks that we are utilizing for this. So I’m gonna jump on over here and I have up Google AdWords. Most of you probably already have an AdWords account. However, if you call… This is kind of a nice little tip, if you’re just getting started, tipping your toes in the water, you can actually call up this number here in the top of the page and a representative can help you set up your first campaign. If you don’t have someone on staff who knows how to set up AdWords, I do recommend utilizing Google’s own network of consultants who can set that up because it’s complementary. And again, a great way just to get started. Now, as you’re building more in-depth campaign, setting up conversion tracking and things like that, I do recommend working with an expert. Our team has a team of experts on staff who can help out with setting up campaigns, restructuring them from what Google originally sets up or what a previous agency has set up to make sure that they’re actually working for you.

 

07:08 CM: We oftentimes come into clinics and see that the geographic area isn’t quite right, or maybe a mixture of different services are piled into one ad group. All of these things can be detrimental for your practice. So an example of this, I just did a search for “pediatrician, Marlborough, Mass” and there are three that come up. But if you take a look, there’s no ads here. So if you are a pediatrician around there, it’s a great thing, [chuckle] a great opportunity for you. But what you’ll see is there are oftentimes fewer ads than there are doctors and other listings that come up. So that’s a great way to make sure as you are creating your campaign, that you’re showing up up here at the top. I don’t have Facebook up, but Facebook is very similar as well. Oftentimes, a health clinic will come on in… Or, excuse me, a marketing agency will come on in, they’ll set up a Facebook account and, or even someone on your staff. And one problem that we’ve seen is that oftentimes, these ads aren’t targeted for your audience correctly. So you want to make sure that you are being very specific in your targeting at least at the beginning, so that you can learn who’s responding to your messages and who isn’t.

 

08:42 CM: For Facebook, for example, let’s say you are working with individuals who have non-healing foot ulcers. Typically, this is caused by diabetes, so you can actually target people who have shown an interest in the National Diabetes Association, for example. They’re not gonna say on their profile that they have a foot ulcer, but they are going to be following, or most likely going to be following or have expressed interest in a national organization or a magazine, or another coach or something like that who has targeted them already. So this is a great way to kind of refine your messaging.

 

09:26 CM: Additionally, let’s say, your practice focuses on, I had pediatrics before, what you can do is you can target people, potentially, who just got married, or who have a toddler or have a… Or following other parenting pages. And this might be a great way to narrow down your target market there. Now, within those ads themselves, there are a few things that you need to really do in order to see a return on your investment. So one of the first things that we utilize is lead pages. Now, lead pages is not HIPAA compliant, however, you can embed a form on here that is HIPAA compliant so that the leads go into your system, the lead capture system, and the landing pages are just hosted on your website, built by lead pages.

 

10:30 CM: The reason why we do this is because we want them to be very specific and tailored towards that one service and towards that one target audience. So if you’re targeting a, I don’t know, a family member of somebody, who has somebody else in the family who’s suffering from addiction, you’re running ads to raise awareness about the support and resources that are out there, that landing page is gonna be different than what you want to appear or the language that you want to have that’s geared towards that person who’s suffering themselves. So here, lead pages is just the tool that we utilize. You can build a landing page just through WordPress, but we love lead pages because it is very easy to alter the page style, it allows you to do AB testing, so create two different versions of the same landing page, and have lead pages automatically show which one, whichever one, and then over time, you can tell which one is performing better. It also has great graphs. So typically for healthcare centers, we utilize conversion tracking a few different ways on lead pages itself. We want to optimize the number of people who are clicking on a link.

 

11:51 CM: Here’s a little example right here to schedule a consultation. That will then open up a pop-up, on that pop-up is the form that you create through that third party. So, on lead pages itself, we can’t tell how many people have then filled out the form, but that’s why we use the Facebook Pixel and Google Tag Manager. So here, lead pages, again, it’s just a great, easy way to set up those landing pages and test them. And have it be where it’s just a single page rather than going to… And I’ll just click on, I don’t know, one of these… So let’s say this is your website, this is the UMass Memorial Health Care Center. So if somebody goes to this page from an ad, there are so many other places to click. So we found that that is not good for increasing your ROI and conversion rates. So having a page that they go to where it’s just that single page with the call to action of scheduling a consultation, it works really well. Then there’s a question of what content should you utilize on that page and in the ads. So we actually have a form on our website, and I’ll put this in the description, socialspeaknetwork.com, work with us, onboarding lead generation.

 

13:27 CM: And this is geared towards kind of a broader audience than just healthcare centers. But you can fill it out and here you can select free consultation is what you’re trying to get. But then we have questions here that really will help you identify those key concerns, key questions, key fears of your patients, your target patients, and we have the questions so that they lead you through exactly sort of what you need in order to create the ad text as well as the text for the landing page. And so, we help you kind of really identify and nail down your target market and then create a story around it. So, in this story, we often do actually start with a sentence or two that’s somebody’s story. It could be your own story, a patient testimonial, or even just a made-up story that fits in with the benefits that you can provide for your clients, for your patients. From there, we go into the benefits of actually coming in to see your practice, and finally, the call to action to schedule a consultation. Creating a doctor video around this as well is also a great way to increase brand awareness.

 

14:56 CM: So again, work with us, onboarding lead generation, the link is down below. But you can just go through this exercise, and at the end, I believe that we do have, even go through an email sequence that you can utilize at the end, when you click submit, we will send you in an email those answers that you put in there so that you can then copy and paste or utilize them, you could also print out that form if you don’t wanna submit the information. However, we’re happy to chat with you about the process as well. So those story ads work really well on Facebook. And then, on Google, we’re utilizing headlines and short calls to action to contact you.

 

15:52 CM: Now, once somebody clicks on an ad, they go to lead pages, then what happens to them? If you don’t have to be HIPAA compliant, we recommend utilizing MailChimp. It’s very cost-effective, it’s a great way to get started, and it has wonderful bells and whistles that a lot of the big boys have. So it’s a great way to create those welcome series, as well as quick follow-up emails and everything.

 

16:22 CM: Now, if you are HIPAA complaint, we highly recommend utilizing Influx MD. It looks like not all the images have loaded on here, however, we have a great relationship with them. And so, a lot of our clients utilize us to help facilitate the creation of emails and everything, and basically, Influx MD takes somebody from being a prospect to scheduling their first consult. From there we’re really able to track the ROI. Influx MD is able to tell through our tracking where the patient or the prospect originally came from. It can automate and systematize the process of sending those initial questionnaires and forms that somebody needs to fill out. And then it can directly sync up with your patient management system. We really like it, just because it helps with the customer relationship as well as the lead management and then it has that sales and email marketing automation as well. So it really reduces the burden on your staff and helps prove how effective the marketing is. So, we utilize this a lot. We utilize Google analytics and we utilize Facebook Pixels as well, just to see where leads are coming from, see the cost per lead and everything like that. So, let me just jump back over here, see if there was anything else. Okay, and this is… It’s actually just a health coach, but it kind of shows you that process with the landing page, they click the button, here’s the form, and then they get a drip sequence of emails.

 

18:13 CM: So if you have been wondering if your marketing is working for your healthcare practice, maybe you didn’t quite have as good of a year in 2019 as you had projected and hoped. This process is really what we’re seeing to work right now. So we start with the Facebook just having information going out to your accounts to build trust in your brand, then we utilize blogging as one piece, and a physician interviews as another piece of your SEO strategy. What we’ve really been seeing work well for SEO is building back links. And so, submitting your website to different directories, different websites to have the link added to content. We have a whole team that’s working on that. It is a very manual process, but we have seen tremendous results there because you do wanna make sure your organic listing or your website is showing up organically as well as the ads and the map listing and everything. And another piece of that SEO is building reviews on Google and on Facebook, just so that you can have that social proof. So those reviews work really well to make sure that your map listing is showing up higher, as well as social proof.

 

19:42 CM: And then, it’s running the ads. So we run ads based on interest targeting on Facebook, keywords on Google, and then retargeting ads on both Facebook and Google, to make sure that if we’ve already paid for somebody to get to the site or landing page, we are recouping some of that cost by showing them repeat ads. Of course, we haven’t collected any information about them, it’s just based on the cookie on their website, that Facebook and Google are in charge of. [chuckle]

 

20:16 CM: From here, we utilize or we recommend utilizing a tool like Influx MD to make sure that you are remaining HIPAA compliant as you are emailing and creating relationships with these prospects who have become leads. And throughout this whole process make sure that you have the Google Webmaster tool… Excuse me, Google Tag Manager, so that you can track conversions, as well as clicks for phone numbers, or map clicks. And the Facebook Pixel installed on your site so that you can really track the ROI from Facebook ads.

 

20:53 CM: So I hope that this has been helpful leading through the actual techniques and strategies that we utilize for our clients. If you do want to schedule a consultation, we are more than happy to schedule a time for you. And we’d love to learn more about your practice, your target market and what you’re currently working on and struggling with right now. Thank you so much for tuning in and we will see you in the New Year on the Social Speak Network podcast

6 Best Practices for Physician Referral Marketing

According to a report in the Annals of Family Medicine, 45% of physicians receive new patients through referrals. Like any medical practitioner, you want to make sure that your practice is supported by your referral partners and your community.

We know that you are doing your part in referring patients to other physicians whom you feel are the best. But are they returning the favor of referring their patients to you?

If you’re looking for ways to get more referrals, keep reading. Let’s take a look at some of the best practices your office should maintain to maximize the potential of your patient referral program.

Get out of the office

In a fast-paced hospital setting, it can be especially hard to connect with colleagues. If you want to bolster your referral network and keep your business thriving, then you need to make the decision to get out of the office, even if it’s just once a month.

Meet new physicians and healthcare leaders in your community. Reach out to existing providers who you refer to and who refer to you.

Identify physicians you want to partner with. You’ll want someone who is a good match for your practice, share your values and hold themselves to a high ethical standard.

Build a relationship

The best way to grow your referrals is to build, maintain, and improve your relationships with referring providers.

Professional referrals are based squarely on sound relationships and expertise. Doctors and their staff will only refer their patients to people they trust, like, and feel are competent.

Make a continual effort to show your referring doctors that you value their partnership. You can call them up just to see how they and their families are doing, drop by with a frappuccino for them or take them out for lunch.

In most cases, it is not the doctor, but a key staff person who actually handles the referral mechanics. If you want to grow your referral base, then you should take the initiative to get to know not only the physician but also their staff. Be certain to identify and include the key gatekeepers. Capitalize on those connections and they will be more likely to pass your business card on.

Simplify the referral process

Most doctors would simply advise their patients to book an appointment with a certain doctor.

Unfortunately, 50% of professional referrals never result in a doctor’s visit. The referral process should be quick and simple.

Otherwise, you’ll be missing out on a big slice of the referral pie. Even if the referring physician and their staff adore you, they’re not going to send patients your way if your referral process is frustrating, time-consuming, and just plain clunky.

Simplify the referral process by investing in a secure online referral portal, where they can send you the patient’s information, including contact information, suspected diagnosis, and reason for referral.

Since you already have the necessary information, it will be easier for you to decide the course of action and how quickly the patient needs to be seen. As a result, you’ll be able to serve both the referring physician and the patient better.

Make referring physician look good

When doctors refer their patients to you, it means that they trust you. Your office will serve as an extension of theirs, so they are counting on you to provide patients with excellent service.

Often, patients report back to their primary physicians about their experience. Make a special effort to accommodate the referred patient as soon as possible. Also, make sure that you take good care of the patients and treat them right.

Ensure the referring physician that there will always be room for their patients at your practice.

Be grateful

We grow up learning the importance of good manners, and that usually starts with saying “thank you”.

If a patient is referred to you, take the time to call the referring physician to thank him/her for the trust and confidence. You can also send a hand-written note if that’s your style. Let the referring practice know that you appreciate the referral.

Stay in touch with the referring physician

When a patient is referred to you, it is always vital to follow up. This is a crucial step that many physicians do not do.

One study suggests that 40% of patients that follow through with a referral never went back to their primary physician after the care is initially provided. Always send the patient back to the referring physician. The last thing you want is for the referring doctor to feel that their generous referral has cost them a patient.

Let the referring practice know that the patient has already been scheduled and that you will continue to communicate about what transpires. You want to assure the referring doctor that you’re invested in their patients’ health and that the patient will be receiving the best care possible.

6 Best Practices for Physician Referral Marketing