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.

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.

Common Elements of a Successful Website


Today’s marketing landscape requires a multi-media approach and digital marketing is an ever-growing part of a strong marketing strategy.  The Pew Research Center has found that now, more than ever, when people see a direct mail piece or newspaper ad, they are more likely to search for you online to evaluate if your practice seems credible.

A strong, hard-working website answers a few basic questions: “Who are you?” and “What do you do?” The best websites not only provide the most basic practice information clearly-office hours, phone number, and address-but also educate potential patients as to why they need to visit your practice over your competitors.

Great websites have a few things in common; here’s a list of key components to take into consideration when looking at your website:

  • Content Rich Website: A content rich website is imperative as we head into 2017. Having information like hearing health, device styles, manufacturers, and a blog, which is regularly updated ensures that visitors see your practice as the local expert. A “Frequently Asked Questions” section is also great information to include on your site and easy to develop; the questions your patients regularly call your practice to get answer for is where to start!
  • Mobile Responsive: Making sure your website is mobile-friendly is nearly required. Google has said mobile-friendliness now plays a role in their organic search rankings and sites get a ranking boost when they are indeed mobile-friendly. With more than 50% of the baby boomer generation access the internet through their tablet or smart phone, it only hurts a practice to automatically lose such a large chunk of online traffic.
  • Calls to Action: Your site should have several distinct calls to action. Guiding visitors around your site through clearly labeled pages, making sure they can find your contact information (phone number, address and contact form), and something as simple as stating “Schedule Your Appointment” are all key elements to engaging a visitor enough to have them reach out to your practice and not your competition.
  • Contact Form: Including a contact form is simply smart business in our digital era. Ensuring that your patients can contact their provider online, after your normal business hours, helps to engage with both prospective and current patients. Contact form submissions from your site are also very important when it comes to follow-up. A site visitor that completes a form is one of your best prospects since you know they’ve been to your website, probably read about the practice, and requested more information. These people must be contacted within 48 hours (and added to your practice management software to make sure the prospects are included in future marketing efforts.)
  • Reviews: In our digital world, word of mouth and great reviews can go much farther than any direct mail piece can when trying to make a prospect a new patient. Whether you include this feedback on your site through simple links to review sites, a dedicated testimonial page, or you utilize the Consult YHN Online Review Program, great reviews are worth their weight. Here is another blog post that talks about the importance of capturing online reviews Online reviews: WOM meets digital age.
  • Social Media Links: Social media should function as an extension of your site and promote your brand. Including upcoming practice events on your social media, which is then linked back to an events page, helps to engage visitors of both pages.

 While digital design trends will always evolve, having a website that entices prospects, engages current patients, and reinforces your practice’s brand, will ensure you’re the local expert. The Consult YHN Marketing team can provide website assessments if you feel it may be time to renew your . Need a recommendation for who should update your site or simply overwhelmed by the whole process? Consult YHN works with several digital marketing vendors so you can rest assured that the Consult YHN team will work with you and any vendor of your choice as a liaison during the entire process to make sure you can focus on what you’re best at — treating patients.

Increasing Engagement and Strengthening Patient Relationships

email_marketingA reliable marketing strategy relies on the use of multiple media resources. One of the best ways to reach the baby boomer generation (who may not even be home checking their traditional mail) is through email. Email is highly portable and as such can be checked from wherever they are, even via their smartphone.

In order to begin email marketing you must make sure you’ve been gathering email addresses. If you’re not already doing this, update your patient intake form or simply have your front desk ask every patient for their email address. One point of clarification before you begin–don’t send marketing related messages through your office email system (this includes Outlook or Gmail). These systems weren’t built for marketing purposes and your account will be marked as sending spam which will present business challenges for sending transaction related messages.

Here are some key points to consider as you start incorporating email into your marketing approach:

  • What is the purpose? The overarching intent for your email marketing program should be to build and maintain relationships with people in your database. If you aren’t actively engaging your database, you’re missing out on a major opportunity! Current patients, TNS/TNC, and those who have had an interaction with your brand but not come into the office yet (like those from a health fair) are all typically more receptive to your messaging.
  • Who is the target audience? Figuring out how to best segment your database is an essential first step of strong email planning.. Sending a “We Miss You” message may not be well received by your most active patients and you don’t want to alienate anyone. Consider your objectives first –monthly newsletters are a way to strengthen your position in the community and as a thought leader. Is there a benefit to your business by re-engaging your TNS and Cancelled/No Show prospects? Reaching the correct audience will ensure your success. If you’re using a practice management system like Sycle, your rep will be able to help you pull correctly segmented lists that include email addresses.
  • What is the message? And, how does it relate to your target audience? For example, do you want to send a birthday message with a small gift offer or are you trying to reengage TNS patients with a ‘quality of life’ message? One key to successful email messaging is to make sure that your emails sound like they’re coming from a friend, someone you trust. Tailoring the message to your recipients, developing relevant content for each database segment, and making sure your message isn’t too clinical or too sales-y is the best way to make sure your desired call to action is completed. You also want to make sure the subject line account is well thought out too. You want to aim for something between a very generic and boring “Office Newsletter” and the highly promotional “50% OFF TODAY ONLY” (which may end up in their spam folder). Subject lines are critical to your message and ensure your emails are well received.
  • Who is doing the work? There are a multitude of options when it comes to commercial email marketing platforms such as MailChimp (mailchimp.com) and Constant Contact (constantcontact.com). While these applications are generally user-friendly, someone still has to take the time to design, write, send, and track them. For a business owner trying to juggle all aspects of their practice, this may be one marketing initiative that source to a professional partner
  • How will it be measured? Tracking results is important for any marketing initiative but especially for email! By regularly tracking all of the behavior, like opens and clicks, related to your email campaigns, you can learn which emails are working and which list segments are receptive to the messages you’re sending. Also, since each email address is tied to a person in your database, your office staff can follow up with people who may have read a newsletter article then clicked through to your “Contact Us” page yet didn’t submit the contact form.

Email marketing offers a unique way to tailor your marketing messaging to the patients and prospects in your database and strengthen your current provider-patient relationship. As a hearing health provider who specializes in high-end, personalized technology, incorporating personalized email marketing just makes sense as part of your digital marketing strategy.

Consult YHN recently rolled out an email marketing program that features preloaded content and is executed by a digital marketing vendor and is something the Consult YHN Marketing team is happy to help you with!  We can also look over any proposals you may receive from local vendors to help evaluate exactly what you’re getting, what information you may have to provide, and how well it fits with your overall marketing needs.