One of the best ways to connect with people is through social media. And when you’re trying to expand your practice, building a following on social media should be a key part of your overall marketing strategy.
Let’s talk about social media marketing for a pediatric private practice. What’s good, what’s bad, what works, and what doesn’t?
Why Is Social Media Marketing Important?
Social media marketing allows you to connect with people, build a community, and attract new people to your practice that otherwise would never hear about you.
It’s good to just post content every once in a while with great pictures and things like that. But done correctly, social media marketing is an embracive strategy. And that strategy has its own rules.
Social Media Is a Conversation
Remember, social media is social. It’s about connecting with people. It is a distribution channel to get content out, but it’s not just that. It’s also a channel of people responding.
You’re talking with your posts, and they’re responding with their engagement. Fundamentally, social media is a conversation.
What Do People Engage with on Social Media?
People don’t want to see generic content on social media. They don’t want to see a plastic, glossy graphic that says some interesting fact. To them (I think, to all of us), that’s kind of spammy. When we scroll through social media, we skip over those things.
What resonates with people is things that are:
- Interesting
- Entertaining
- Likable
- Cool
- Educational
- Inspiring
- Helpful
People like to engage with things that move them, and that’s what’s going to build your following on social media.
Social Media Content Should Be Personal
When you’re doing social media content, you want things that are personal, like:
- A speech therapist interacting with a child
- A child having a victory
- Pictures of what’s happening inside of your practice
- Videos from a therapist speaking directly to parents and the community
- Testimonials from happy parents
Social media is not about just blasting out a message, it’s about building a community. It’s about building a tribe of people. It’s filling a need, identifying your niche, and then speaking directly to that niche to build a community around that.
There’s an Easy Way to Create Lots of Social Media Content
There’s one shortcut that I really like to tell people about. There is an incredible method of manufacturing lots of content, and then repurposing it for social media. Here’s how it would work:
1. Shoot an in-depth video
Shoot an in-depth video that explains something your audience needs to know, or that gives them tips they can use to solve a problem.
2. Post it on your blog and YouTube
Post that video with an accompanying article on your blog, your YouTube channel, etc., so that people can find it.
3. Send it in an email newsletter
Send a link to your video in an email newsletter to your mailing list and encourage them to watch it.
4. Cut it up into reels for social media
You can cut up that video into vertical videos and use those smaller clips as reels for Instagram, Facebook, etc. Doing this, you can take a five-minute video and turn it into ten different reels.
5. Take tips from your video and turn them into graphics
You can then take the tips that you’re giving someone in a video, and you can turn those into helpful little graphics or an infographic. You can take something that you said in the video and turn it into a quote graphic and post that.
And now you’ve got a bunch of social media content. This strategy is a great way to easily set up a content machine because one of the hardest things about posting on social media is, obviously, to keep doing it.
Reach Out to Uplift Marketing for Expert Advice
Social media marketing is a unique opportunity to build your tribe, your niche, and to be at the center of a group of people who need what you offer and who are like-minded.
If you have any questions about this, don’t hesitate to reach out. We’ll be happy to help.
