Market Your Practice on Facebook Like a Pro

The digital marketing landscape can be an intimidating space for some. New ways to advertise products, connect with customers, and promote your brand online seem to be cropping up every day. So where should hearing healthcare practices be focusing their time and effort when it comes to social media platforms?

A recent study from Clutch found that 86% of small businesses are utilizing Facebook as their preferred channel to connect with customers. Although Facebook started as a place for college students to connect with peers, it has since expanded from a social network to a marketplace, connecting customers with businesses every day.

Totaling at 2.13 billion users (and growing!) by the end of 2017, there are a lot of potential customers waiting to be connected to brands. With Baby Boomers coming in as the fastest growing segment of digital users, it should be no surprise that they are among the most active group of Facebook users too.

This is great news for the hearing industry: you have a swarm of potential customers age 65+ right at your fingertips – 62% of them in fact – and they are now using Facebook to make purchase decisions. So, are you doing everything it takes to connect with these potential patients on Facebook?

What can you do to put the right foot forward in your social media presence? Here are some tips for making the most of the social media giant that is Facebook:

Get set up! Follow these instructions for setting up your Facebook Business page.

  • Include a profile picture of your practice’s logo and some sort of relevant image as the cover photo (i.e. photo of the staff, office building, etc.)
  • Provide as much information as possible. Don’t forget to set up your office location, contact info, and hours of operation!
  • Link to your website and vice versa! Now that your Facebook page is set up, put a link on your website to drive traffic to your social media page.
  • Encourage current patients to ‘Like’ your page. Mention your Facebook page in the office using a handout and send invites to patients to ‘like’ your business page online!

Know your audience.

  • Keep in mind who you are talking to and where you are talking to them. Facebook is more social by nature, so use this space to connect on a more personal level. Remember your page will be visible to your entire community, so make a great first impression; lend a voice to your individual brand and share your story.
  • Keep it personal. Provide relevant, educational content on hearing loss and solutions, but don’t get too clinical – remember your viewers are consumers.

Get the content flowing.

  • Serve up content with a purpose – share what’s going on in the office that month, extend offers, invite patients to events, or announce what latest technology is available at your practice.
  • Recycle relevant content. Follow other thought leaders in the industry and repost their articles – you don’t have the reinvent the wheel.
  • Know your limit! The sweet spot for post length is between 40-80 characters. Any longer and your readers will get tired and move on to the next post in their feed.
  • A picture says a thousand words. Images and infographics are the top form of content for interaction at 54%. Give your readers a break from all the text and provide some visual relief.

Delegate!

  • We know your time is valuable, but someone’s got to do it! Assign someone in your office to manage your social media presence and make a habit of it.
  • Aim for posts once a week (twice, if you can manage!) – stats show that the most popular times for post activity are weekdays between 12 pm and 3 pm.
  • If you aren’t a wordsmith, consider hiring a third-party vendor to manage your social media accounts and/or blog page. Blog posts help boost your SEO rankings and sharing blog posts on your Facebook will drive more traffic to your website.
  • Check with your manufacturer reps on any available social media programs you can use.

This might seem like a daunting task, but the more you do it, the easier it will get. You’ll soon get the hang of what types of posts are most popular among your patients and lend a voice to your brand.

 

If you want to learn more about Facebook and other digital marketing activities, contact marketing@ConsultYHN.com, or download our Digital Marketing & Social Media Guidelines.

 

Additional References:

Social Media and Blogging: What to post and what to write about

How About LinkedIn?

Boost Your Brand with Social Media

Social Media 101

 

Sources:

https://clutch.co/agencies/social-media-marketing/resources/small-business-social-media-survey-2018

https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram/#facebook

https://sproutsocial.com/insights/social-media-character-counter/

About the Author

Julia Shreckengast joined Consult YHN in 2015 and serves as Marketing Account Executive, providing support to Associates by managing creative projects and developing/executing marketing plans. Prior to joining Consult YHN, she helped promote the city of New Orleans as a member of the New Orleans Tourism Marketing Corporation. Julia graduated Cum Laude with a bachelor’s degree in marketing from Tulane University.

SERP, Meta Data, SEM, CTR…what does it all mean?

You went to school to be a top-notch hearing healthcare provider, not a top-notch marketing executive, right?

Reaching your customers, however, requires you to engage digital marketing and the language that goes along with it.

Don’t stress yourself if you don’t know your site impressions from your unique visitors, or your bounce rate from your conversion rate — you have Consult YHN’s Marketing Department and this glossary of website/digital marketing terms to help you make sense of the information.

Website Design

Blog

A blog is a site page that features regularly updated content. That content could include office announcements/changes, event invites, and discussions about new device technology or health information.

Content

The copy, images and videos that make up a website.

Domain

The registered name of a website, purchased through a company like GoDaddy. For example, ConsultYHN.com, yourhearingnetwork.com.

Hosting

The “space” you rent on the internet where all the code and content (pictures, videos, copy) that makes up your website lives. A company such as GoDaddy must host your website for it be visible.

Keyword

A word or phrase that people use when searching for something online. Keywords are also the words or phrases included in a site’s content to increase search engine rankings.

Meta Data

Information built into the coded structure of a website that helps tell search engines what the site, individual site pages, images, and video are about. This can include meta-tags and meta-descriptions. Providing this information is part of the site design process and updating it can be a part of an SEO strategy.

Mobile Responsive

A site designed to automatically resize content and adjust to different screen sizes used across devices. The site would automatically resize to accommodate smartphone, tablet and desktop viewing. This is a must-have feature in 2017.

Platform

A reference to how a site was built. WordPress has become a standard platform used by many sites.

Search Engine

Website designed to provide a list of “results” based on the keywords searched. Google, Bing, Yahoo (in that order) are the three most used search engines.

SERP

Search Engine Results Page. The list of sites returned as answers to a search engine search. For example, if you were to search for “women’s suits,” you would want the search engine results page to list sites where you can buy women’s suits.

URL

The full web address of a website that is typed into an internet browser to access the site. For example, www.ConsultYHN.com, www.yourhearingnetwork.com.

Webmaster

The person who manages, and typically can make changes to, a website. If you use a “build-your-own website” platform like Wix, you are the webmaster. If you use a company to build your website or perform ongoing digital marketing, they may be the webmaster. Please Note: If you have a company managing your pay-per-click (PPC) advertising, they may not be managing your website.

Website Analytics

Analytics

The data and statistics about the users of a website and how they interact with the website. This can include the device they’re using, where they are, how long they visit the site, if they perform an action on the site (fill out a form), and some demographics.

Bounce Rate

The percentage of site visitors that leave from the same page they enter. For example, a person visits the home page and exits the site without viewing any other pages.

Conversion Rate

The percentage of unique site visitors who “convert” to leads. For an audiology practice, this would typically be someone who filled out a form on the site or called the office.

Rank

The place in search results where a site appears. This is determined by an algorithm (Google’s is considered the industry standard). The actual factors are secret but include keyword density (how many times keywords are included across a site), mobile responsiveness, content quality, and whether recent and regular content updates are made. The Google algorithm is updated about once a year.

Session

Can be interchanged with “visit.” Each time a site is viewed.

Site Impressions

The number of times a site was shown in search results.

Traffic

A total of how many people visited a website. This is typically broken into three segments:

  • Organic Traffic — Those who visited the site as a result of a web search. E.g., they searched for “hearing aids Philadelphia” and they clicked on your site in the search results.
  • Referral Traffic — Those referred to a site from another website. E.g., a person may visit a site from a Facebook link or clicked on a link to your blog, which you shared on your Facebook page.
  • Paid Traffic — Those who visited the site because they clicked on an ad.

Visitor

A person who visits the site. Analytics software will typically break this count into unique (first time) visitors and total visitors.

Digital Marketing

Ad Impressions

The number of times your paid ad is displayed with search results. This is dictated in part by ad budget and quality of ad (how well Google says it matches a search keyword)..

CPA

Cost per “acquisition.” The average cost per conversion..

CPC

Cost Per Click. The price paid when a person clicks on an ad. This is determined by a bid system and can vary widely based on factors such as geographical location, keyword competition (how many people want to buy a keyword), and time of day.

CTR

Click Through Rate. The percentage of ads that were clicked on.

Display ads

Image ads that are displayed on outside websites to people who have not been to your website.

Landing Page

A page visitors are directed to after they click on a paid ad. These are specifically built to encourage conversions and feature information specifically tied to the ad, a form, and a strong call to action. These pages can have a higher bounce rate than the rest of a site because they are specifically built to capture lead information rather than provide overall education.

Local Listings

A term for online directories that act like phone books, confirming a business’ NAP (name, address, phone number) across the internet. Google Maps is one of hundreds of public local listing resources online that search engines rely on to confirm information.

PPC

Pay Per Click. Ads that appear at the top and bottom of search engine result pages based on searched keywords. The cost is based on a bidding system and you only pay for an ad when someone clicks on it.

Retargeting ads

Also referred to as remarketing ads, they are image-based ads displayed on other websites, shown only to visitors of the original site. Have you ever looked at an item on Amazon, only to have an ad for that item shown on a news website later that day? That is a retargeting ad.

SEM

Search Engine Marketing. The broad term for continuing digital activities like search engine optimization (SEO), social media advertising, and pay-per-click (PPC) advertising.

SEO

Search Engine Optimization. The idea of using design and content to give a visitor the best possible user experience (menu order makes sense, images load correctly, mobile responsive), the most relevant information (developing quality content with relevant keywords throughout the site), and to obtain the best possible search results rank.

Social Media

Sites like Facebook, Twitter and Instagram that allow users to create and share their own content. These sites now also have their own advertising programs.

If you have questions about any of the terms in our glossary, need guidance to effectively market your practice, or don’t know where to start, please call us at 800-984-3272 or email us at marketing@ConsultYHN.com.

We exist to alleviate the stress and jargon associated with marketing your practice so that you can stay focused on helping individuals hear well.

About the Author

Rachel Atar joined Consult YHN in 2015 as Marketing Account Executive. With experience in multiple industries, Rachel has consistently helped small businesses navigate marketing for their end consumers. Prior to joining Consult YHN, she was Taylored Home Health Care’s Marketing Manager.

Master the data, better serve your customers!

Marketing has changed. Since 2000, essentially all businesses prepared for these changes with toll-free numbers and considered themselves ready for inbound marketing. Inbound marketing is waiting for consumers to call — or text, or visit, or click through to — your business.

Use of the word waiting doesn’t do the concept justice, however. Inbound marketing is not passive, it’s active waiting, or, more correctly, encouraging consumers to contact you. Inbound isn’t a battle for prospects’ attention. It’s not a hard or aggressive sale as much as it is a strategy for presenting your business. Through content on your website, social media, blogs, etc., you encourage consumers who find your products and services relevant to their needs to reach out to you.

Inbound is often applied to the customer journey — from being total strangers to having an awareness of your business, then moving through stages of familiarity and consideration of your offerings, and finally into the decision or conversion phase, where they choose to become customers. A smart business presents content in appropriate channels that suits the interests of prospects throughout this journey. Each portion of your content collection should relate to the buyer’s unique position in the journey and then advance him/her toward conversion.

The trick is knowing if and how the content and the channels are actually moving the customer along in his/her journey. That’s done with data. Even though we’ve moved into instant, digital everything, some significant parts of a buyer’s journey still happen offline, and offline actions must also be tracked and measured.

Offline data gaps can occur due to material differences among marketing channels. Facebook is a terrific place to build awareness and create a community, but social platforms are not where consumers typically go to make purchases or gain deep knowledge of your products/services.

At the other end of the journey, phone calls are rarely first touches. A customer who phones your business may want information that they couldn’t find on your website — and there’s a good chance the customer is ready, or is almost ready, to buy. If you’re not measuring phone calls, you’re likely missing substantial data. The technology of call intelligence platforms makes taking inbound calls while collecting data, recording, transcribing (and more) a simple proposition. Most tracking platforms integrate call data with CRM, practice management software, and other marketing platforms, giving business owners a more complete picture of their potential customers.

Why is call tracking important? It’s a digital world, but calls are far from dead. Even though the integration of the web and smartphones into everyday life has changed our world substantively, phone calls are still alive and well in the marketing process. Capturing, tracking and acting on the intelligence of your phone calls is no longer a luxury, it’s a necessity.

In fact, the continuing evolution of phone technology has created an environment where mobile searches can result in immediate calls and conversions — all from the same device. Measuring which search queries, ads and content make those calls happen, therefore, will be key to building and refining a winning overall strategy.

About the Author

Jerry DeRosa is Consult YHN’s Vice President, Marketing. He draws from more than 25 years of marketing experience with expertise in direct and retail marketing, advertising and digital media. Previously, Jerry was Director of Marketing Communications for Wolters Kluwer Health, a medical information, data and publishing company.

Top Trends in Digital Marketing

The Consult YHN Marketing Team recently attended the Philadelphia Digital Summit, a 2-day event focused on all things interactive — websites, SEO, PPC, social media, email marketing, and more! We came back energized (much like our Associates do after Consult YHN’s annual Convention) and want to share some core findings to help you refine your digital marketing strategy.

Connecting with customers via content isn’t optional.

Content was one of the main topics discussed during the event because, in today’s world, marketing is all about storytelling. The content that you produce is key to connecting with your customers and establishing a rapport via your digital marketing activities. While it’s important to determine how you’re going to reach customers — through SEO, Social Media, PPC — it’s just as important to plan what you’re going to share so that customers engage with your brand.

Start by assessing the most visited pages on your website — this is intelligent insight that can influence your messaging strategy! Developing content around these pages allows you to generate information based on what your audience is most interested in consuming.

Individuals want information, not simply promotional messages and the most effective way to connect with people is on an emotional level. In fact, 88 percent of consumers say that personally relevant content improves how they feel about a brand. While crafting messaging, ask yourself questions like: What problem is my customer looking to solve? How will my services offer customers a better quality of life? What’s in it for the customer?

Still not sure where to begin? Think about the questions customers ask you and your staff most often and let those drive your editorial calendar for blog posts, social media content, and more. You stand a greater chance of effectively engaging your customers with the information that’s most relevant to them.

Stop sabotaging your email marketing efforts.

Email marketing was another hot-button topic during the conference. Across the board, the focus was on how to strategically influence your email marketing activities for optimal impact, instead of continuing to “batch blast” your entire contact list. It’s so important to pay attention to this activity to engage your customers because email is the preferred method of communication, according to 78 percent of consumers.

Enhance your email marketing game with these top two tips:

1. List Segmentation

Let’s start with your goldmine — your customer list, which is by far the biggest make or break factor in your email marketing strategy. It’s imperative to take the time to understand your customers based on their needs and start thinking about the customer journey for every segment of your list (think Tested Not Sold (TNS), Out of Warranty (OOW), and Wellness). If you spend the time to truly define your list thoughtfully, it will pay off.

2. Relevant Messaging

Put your consumer hat on for a second…do you ignore or delete emails that aren’t relevant to your situation at the time? If you answered “yes,” realize that your customers do the same thing!

Gone are the days when your entire email marketing strategy can consist of blasting out a quarterly newsletter to your full database. Today’s consumers expect more thoughtful, relevant and timely communication than ever before. One way you can appeal to this desire is to personalize content and messaging as much as possible based on what you know about that customer. Start small — in fact, personalized subject lines alone can increase email open rates by 26 percent, so add that one element to your next email communication before you hit “send.”

How much do consumers care about mobile?

Simply put, more people own a mobile phone than a toothbrush. Yes, you read that correctly. The world is more connected via mobile devices than ever before. In fact, mobile connectivity overtook desktop for the first time in 2016.

What does all this mean for your website? Be sure that your site has a responsive and/or mobile design to function smoothly on tablets and smartphones. Since nearly 60 percent of search queries now come from a mobile device, it’s important for customers to be able to easily access your site for research or location information on the go.

The Digital Marketing Wrap-Up: Top 3 Takeaways

  1. Content is king! If you have an authentic dialogue with your customers frequently — via emotional messaging that focuses on their interests — you’ll build trust and loyalty.
  2. Focus on your email strategy by developing a plan and mapping out which message will be sent to the different segments of your customer database.
  3. Accessing information via mobile devices is becoming a way of life for consumers. Be sure that your website is built with responsive and/or mobile in mind.

Digital marketing moves at lightning speed, but Consult YHN is here to help! Contact Consult YHN Marketing at marketing@ConsultYHN.com to discuss the latest digital marketing trends and how you can stay relevant.

About the Author

Keara M. Piekanski joined Consult YHN in 2010 and serves as Director, Product Management. She has over 13 years of marketing experience and develops products and services for Associates. She graduated Magna Cum Laude from the University of Pittsburgh, is Lean Six Sigma Green Belt certified, and is pursuing an MBA at Villanova University.

Social Media and Blogging: What to post and what to write about.

So you want to write a blog and post on social media?

Today’s digital marketing requires more than just a static website. Social media and blogging have become popular ways for practices to boost their online presence. Baby boomers are active on social media and blogging offers a great way to increase your SEO — so both activities attract potential patients — but thinking a blog needs to be a 2,000-word article or that posts always need to present new content can stifle the work that needs to be done.

To help get you started on your path to delivering online content, here are some tips to consider when starting:

  1. Develop a realistic schedule. Posting once a week on Facebook for a year provides more information to your patients than posting every day for one month. Similarly, a monthly blog ensures articles are up-to-date. Make sure you’re providing interesting content on a regular basis. No one likes reading a blog with outdated content!
  2. Provide relevant information. Don’t focus on one patient demographic. Instead, make sure you’re developing a mix of content that is useful for current hearing aid users, prospective patients, custom hearing protection for musicians or loud work conditions, and general hearing health information.
  3. Keep it personal. Your relationship with each patient is the basis of your practice. While you do want to be professional, you should make your posts relatable and inject your personality into your writing.

Here are a few tips for starting a social media strategy:

  1. Share content. Social media content need not be new or original all the time. Sharing video clips from relevant TV shows or news broadcasts, articles from scientific studies, and manufacturers’ posts can make up as much as 50 percent of your social media content.
  2. Create relevant stories. When creating your own posts, steer clear of the hard sell! Event invites, product announcements, patient testimonials, and introductions to blog posts are all great ways to get traction through social media.
  3. Have fun. Every so often, pepper fun human-interest content into the mix. Everyone likes a heartwarming video of a baby getting their first hearing aids. If you live in a tightknit community, local events outside of hearing might be relevant as well! Make it personal occasionally — do your patients know you’re in a tribute band? Feel free to let them know where you’re playing next.

Interested in blogging? Here are some tactics to get you started:

  1. Write for your patients. While you may be interested in scientific journals, it just may be too in-depth for your patients. You can always feature a study, but write about how that study relates to your patients and their hearing health. Also, 400 words is a good length — a little more or a little less is okay, too!
  2. Think in keywords. Including industry-relevant keywords throughout your blog makes the content search friendly and can increase your rankings in search engine results. Search engines have gotten smarter, so you no longer have to repeat the same phrase over and over again. Instead, include different variations of your SEO keywords. For example, if there is a new product launch, use the manufacturer and product names both together and separately throughout the blog.
  3. Plan ahead. Consistent blog writing is much easier to commit to when you have a plan in place. This limits the chance that you’ll get writers block because you feel you must get a blog out today. Keeping a content calendar will allow you to plan for event-related invitation blogs and product releases that may provide you with some pre-written content.

As digital marketing trends continue to evolve, social media and blogging are great ways to develop an up-to-date digital experience for both your current and prospective patients. If you have concerns that planning for and implementing these tactics will take too much time away from your patients, let the Consult YHN marketing team recommend a solution for you!

About the Author

Rachel Atar joined Consult YHN in 2015 as Marketing Account Executive. With experience in multiple industries, Rachel has consistently helped small businesses navigate marketing for their end consumers. Prior to joining Consult YHN, she was Taylored Home Health Care’s Marketing Manager.