Don’t Miss Out on New Healthcare Trends
Just like digital marketing, social media is an incredibly powerful trend that you need to optimize If you want to get the most out of your healthcare marketing strategy. One of the biggest challenges with social media marketing in healthcare is finding the time to add new content on a daily or weekly basis. What should you post? And after all, what is the point of posting on social media, anyway… especially in an industry like healthcare?
Below, we’ll dispel some myths about what social can and can’t do for your brand and share some tips on what you can do right now.
Client Case Study
Chiropractic is another niche that is significantly more costly than many common local services. Our goal was to rank their site at the top of Page One so that they would gain profitable traffic without the need for PPC ads. The result was Page One visibility for a variety of profitable local keywords.
Pos: Current position (vs highest position)
Volume: Estimated monthly search volume
KD: Keyword difficulty (explained below)
CPC (USD): Estimated cost per click to run PPC ads for the same keyword
Ranking for Difficult Keywords
Below is a chart showing what it takes to rank for keywords of various difficulties, based on extensive research by Ahrefs, a widely used SEO tool. You can see in the client results above that all keywords are in the “Hard” category, some in “Super Hard”, meaning that it would take an estimated 37-200+ linking domains in order for a page to rank on Google Page One for them.
Our manual backlink process and indexing strategy focuses on connecting your site month after month to several high-authority sites within your niche. It is well established that links from pages with high authority share significantly more influence on your rankings than links from low authority pages. Our goal is quality, not quantity, and the result is top rankings for valuable keywords such as these, driving meaningful, high-converting traffic to your website.
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Your Next Patient Might Just Be on Any of Those Social Platforms
There are 2.6 billion monthly active users on Facebook. That number will continue to grow over time as more and more people turn to their mobile devices as the primary means of connecting with one another online.
Instagram is another extremely popular platform that is owned by Facebook. Although not quite as busy as Facebook, Instagram has made a name for itself as being extremely media rich, encouraging people to add engaging photos and videos More so than perhaps any other platform out there.
One of the biggest problems with the way that companies perform healthcare social media marketing is that they get extremely concerned about the exact right time of day to post new content. I want to be crystal clear… there is no reason to stress yourself out and get up at 2:30 in the morning to make sure that you add the perfectly-timed Facebook post!
When we think of social media here at Moonraker, we think of an opportunity to send strong signals to Google that your business and brand is worth relying on as an authority in your industry.
This means that we use these platforms less as an opportunity to connect with your audience in an emotionally engaging way and more as a way to encourage Google to increase the authority of your website and local listing.
There is a vast network of profiles and branded properties that connect together in a structured way that Google analyzes as they get a sense of your brand’s entire footprint online. When these properties are well optimized and share a congruent message, Google gives your brand credit and helps you rank higher in search results.
Does this mean that you shouldn’t use social to connect with your audience in an emotional way? Definitely not! That is something that we like to leave up to our clients, as they have a much better finger on pulse of their own community than we ever could. That said, we add value by providing the bulk of your posts, so that Google will see your activity and give your brand maximum credit for what you have been adding to these different platforms.
But what can you do right now? Here are some tips to point you in the right direction if you decide to embark on your own in-house social media campaign.
Pro Tip #1: Use an Automated Scheduling Tool
Facebook and Instagram add so much new content every day that it is almost impossible to get to the top of the news feed without posting top notch content on a routine basis. The way that the algorithms are optimized is to give credit to pages that already have a ton of followers.
The more engagement these pages get, the more likely their content is to be shared with many others, as these platforms are trying their best to serve content that will keep users scrolling for as long as possible. The best way to keep up is to stay diligent and post new content that sticks to your brand messaging on a daily basis.
It can seem very daunting to post every single day on social. One of the best ways to keep up without getting overwhelmed is to invest in an automation tool like Later or Hootsuite. These tools make it extremely easy to plan out your content long in advance, and some of the more advanced monthly plans can help you curate content to add to your page and time your posts when there are the most people online.
Pro Tip: Don’t worry so much about the best time of day to post. The FB and IG algorithms are no longer chronological… that is, your content isn’t guaranteed to show up in somebody’s news feed just because you posted at 10:19 and they showed up at 10:20. It’s far more advanced than that and has little to do with timing and much more to do with existing page popularity, engagement level and many other things of that nature.
One of the main positive reasons to post consistent branded content on social media is that Google can use it to get a better idea of how to align your site in search results. Google can see the context of your brand all across the internet, and social media brand mentions are a big part of that. Having your brand name consistently mentioned alongside terms related to your products and services is a surefire way to help Google understand exactly what it is that you do.
Pro Tip #2: Use Paid Ads for Conversions, NOT Engagement or Page Likes
It is notoriously hard to attribute value to your social followers in regard to actual sales numbers. Statistics like page likes or audience size can seem enticing, but we like to call them vanity metrics because they hold little real-world value and only distract us from the main purpose of why we are posting in the first place.
Social media is great for companies that sell consumer products, but for essential services like healthcare, we believe that social should be treated more like a tool to share a consistent brand message and gain maximum credit from Google.
The exception is to use paid ads for very clearly defined purposes, such as a new location opening, new product or new service offering. Only then can we more effectively connect the cost of paid ads to the value the campaign returns to your business.
We NEVER recommend running a paid ad campaign to get more page likes or followers. To do so is to give your money to Facebook in return for a boost in feel good numbers that don’t mean anything to your bottom line.
If you are considering paid ads, we highly recommend you head over to our Identity Resolution page to learn about a revolutionary technology that we use to lower campaign costs. ID resolution technology will lower paid ad costs by 25-75 percent and help you hone in on exactly the right people on Google and social media who need your services right now.
Pro Tip #3: Video is King (Especially Live Video)
The biggest recent change on social has been the shift from photo to video as the primary content type that users are seeking. There are 2 billion unique YouTube users every month, people are consuming more streaming video than at any point in history and social media platforms have picked up on it.
Not only is video more immersive from the user’s perspective, but social media platforms will boost the likelihood that people will see your content when you post video vs photos and especially vs plain text. Even better still is the usage of live video, in which you stream content directly as it is generated.
Most social platforms send out an immediate notification to all followers when a profile they are following starts streaming live. It is in your best interest to capitalize on this trend if you want to get more eyes on your profile.
Pro Tip #4: Stay Away From Politics
We like to think this one goes without saying, but it’s an important reminder. We know that everybody has their own opinions about hot button issues, but as a business in healthcare, it is best to stay focused on the services you provide to patients and to avoid trending political issues. We would extend this same suggestion to religion, pop culture and anything that encourages more drama.
Of course, in a situation like the COVID-19 pandemic, it is absolutely imperative to communicate to your clientele what your new policies and guidelines will be. The key is to avoid unnecessary conversation about issues that can cause conflict on your social profile and also drive potential customers away from your brand because of a difference in opinion.
The Advantage of Dedicated Healthcare Marketing Consultants
Our team has provided over 7,000 clients with 50,000 rankings. We know what it takes to conduct expert-level healthcare social media marketing that delivers real results.
Moonraker is comprised of over 50 marketing professionals with a combined 100+ years of experience:
- Dedicated Keyword Research Experts
- Advanced Website Audit Experts
- On-Page Optimization Experts
- Link Analysis Experts
- Link Building Experts
- SEO Strategy Experts
- Social Media Experts
- Content Development Experts
- Marketing Copywriters
- Project Managers
- Account Managers
You get over a century of medical marketing expertise for a fraction of the cost of in-house employees. You could actually run seven Elite Organic SEO campaigns simultaneously (even though you’ll only need one) for less than a 3-person in-house marketing team and our results will be better. There are not too many marketing agencies that can boast such extensive experience and value in the healthcare industry.
Our contracts are month-to-month, meaning you pay for what we’ve done and nothing more. Find that level of understanding from your employees!
Most of our clients recover their investment within the first 6 months. From there on out it’s solid profit, and significantly more of it. We are confident that once you see the results, we will have the pleasure of working with you for a long time.
We encourage you to get in touch today so we can show you what a dedicated marketing strategy for healthcare services can do for your business!
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