1. Set Goals to Track Your Success
When starting any campaign it is important to set goals so that you can easily monitor progress and success. It helps you gauge what works and what doesn’t. Be realistic with your goals. What metrics are you using to measure your progress? Reach is a great metric that can be found and monitored on Facebook Insights in the admin section of your business page. Reach is the total amount of people who have seen your page or post on a desktop or mobile site.
As you can see above, this business consistently posts every week. The purple dots represent content shared on the page. The larger purples dots mean that multiple content was shared on a particular day. Posting consistently helps keep users engaged and constantly talking about the brand. Some may argue that the ‘People Talking About This’ (PTAT) metric doesn’t matter but it in fact IS very helpful in measuring the virility of your brand’s Facebook presence by counting how many people you are interacting with. It is great to have hundreds and thousands of likes to show that your business is relevant and popular, but you want your users to come back to your page and interact with you. This is what the PTAT metric measures. A great goal ratio of ‘Likes’ to PTAT is 10%. This means that 10% of your audience is commenting, liking and sharing the content you are posting. As you can see above, this company’s ratio is just shy of 10% but it is on an upward trend and should reach 10% within a couple of days.
2. Show Potential Clients You Care by Sharing Free Tips
Potential clients prefer a physician who noticeably cares about their patients. One way to show you care is by posting free tips regarding skin care. This can help clear up confusion caused by advertisers and skin care product companies who make false claims about their products. This also shows that you are a very knowledgeable person in your field. If you have a blog section on your website, you can easily publish your tips in a blog post and share them on Facebook!
The dermatologist shown here is sharing her tips via a blog entry she made for a beauty website that she contributes to. Not everyone has the time to be a contributing blogger to outside publications but it does help with establishing your credibility.
This dermatologist is sharing tips as a status update and accompanying it with a popular internet meme that people love to share. Including hasthags (#) is a new feature that Facebook recently implemented that was previously only found on Twitter. Using hashtags is a great way for anybody to find your content and page. Make your tips easy to be found by using hashtags such as #dermtips, #dermatologytips, #skincaretips, or even using #dermatology and #skincare could be effective.
3. Testimonials Establish Trust and Credibility
Posting testimonials from current and past clients is a great way to show users that your business is reputable and trusted. Invite clients to email their testimonial and copy and paste to your page. Establishing credibility is very important in this industry because a client wants to visit a specialist who not only knows what they are doing, but that do it well! Trusting a dermatologist is important because the skin is the largest organ in the body and is the most visible.
This example shows a testimonial that was submitted to the dermatologist either personally or via email or a feedback box. Since Facebook users can post on your business page once they’ve liked it, you should also invite clients to post testimonials directly on your page. This allows the testimonial to be seen by others instantly and welcomes engagement.
4. Promotions, Coupons, and Special Offers
Coupons and special offers are a great way to acquire new clients via a social media platform. ‘Limited time only’ offers create a sense of urgency and inspires your potential clients to act quickly. Doing a giveaway of a particular product is also a great way to encourage engagement. An example of a simple way to have a contest with a high participation rate is to ask users to like or share a photo to be counted as an entry. This increases your reach tremendously and allows for people in your user’s network to see your business profile even if they don’t like your page yet.
The dermatologist above sets a deadline, provides information about the product and promotion, and includes a phone number so that the user can take action. You may also notice that this post is promoted. It isn’t necessary to promote your post, especially if you are on a limited budget, but it does expand your reach as the number of “people who saw this post” reflects. That is a topic of discussion for a future date.
A contest that involves collecting user-submitted content is a great way to get people to participate with your page. This is a great way to produce content because you can share the entries on your timeline and ask for feedback. A popular way to run a contest like this is to install a tab on your timeline. Our favorite resource for this is Shortstack.
5. Engage With Your Audience
Maintaining an approachable and friendly voice for your business is also very important. It is surprisingly easy for a business’ voice to come off as automated or robotic on a social media account. Clients like to feel like they are engaging with another human being rather than a computer. One way to create comfortable interaction between clients and your business is to welcome questions on your profile. Respond to them in a timely manner so the exchange is quick and the client will be satisfied with the quick response time. You may also instigate the conversation by asking general questions like “What are your weekend plans?” or “What’s your favorite summer vacation spot?”. Posting humorous photos or photos related to your industry is also a great way to instigate interaction since people can easily like or share a photo thus expanding your reach and PTAT metric.
As you can see above, this dermatologist decided to post a photo of a dog to engage with their audience. The post was on a Saturday when most people are relaxing and looking for entertainment. It’s great to add a variety of “fun” posts to balance out all the informative and important information you already share.
Now that you know what it takes, go out and make your Facebook page one to be seen and talked about! Good luck!