Avoid Clichés in Social Media Content Marketing

Posted on by ASCENT: Administrator Support Community for ENT

Like it or not, social media is here to stay – and it’s an important marketing platform for any business. Your social media content marketing efforts should promote a positive brand image for your practice and create a lasting impression for your audience. While many marketing professionals recognize this, they sometimes get lazy and fall back on clichés. The following content mistakes should be avoided so you don’t end up sounding like a robot:

cellphone with social media apps on the screen
  • Non-Descriptive Calls to Action. A lazy posting is one that encourages your audience to “check out” your new blog post, upcoming event, or new product. This overused phrase makes you sound like everybody else on the internet; aim for more specific, action-oriented CTAs instead. “Set aside an hour of your time Wednesday evening for an open-house event at our new location” is far more compelling (and creative).
  • Blanket Statements. If the goal of your messaging is to depersonalize your brand, by all means use blanket statements such as “we’ve got something for everybody!” First off, you don’t. Secondly, this is akin to blindly throwing darts and hoping something sticks. Instead of speaking objectively about your audience, utilize a second-person point of view. Try saying, “How would you like to tackle seasonal allergies – through weekly injections or oral drops?” instead. This makes it sound like you’re having a one-on-one conversation with your patients.
  • Cries-to-Action. CTA stands for “call-to-action,” but too often marketers rely on cries to action instead. Phrases like “hurry!” or “act now!” come across as forced and manipulative. Adopt a friendlier and more subtle tone instead by being specific. “There are just five days left to register for our upcoming seminar” is every bit as effective (and doesn’t make you sound nearly as desperate). Some social media platforms employ algorithms that limit audience reach when certain “trigger words” are used, particularly those that are sales-oriented. Steer clear of the following whenever possible to avoid being penalized:
    • Buy
    • Comment
    • Coupon
    • Deal
    • Discount
    • Download
    • Follow
    • Offer
    • Promotion
    • Giveaway
    • Sale
    • Sweepstakes
  • Superlatives and Comparatives. While you may think highly of your staff, saying “Our physicians are the best!” rings hollow to most consumers. It’s too easy for everybody to make this impossible-to-substantiate claim, and your audience has heard it a thousand times before. Instead, focus on those attributes that truly distinguish your product or service from the competition. Try saying, “Our staff has a combined 35 years of experience resolving sinus issues for adults and children in the greater Philadelphia area” instead. You are still singing their praises, but also backing up those claims with facts.

Social media content isn’t difficult to generate, but creativity takes a little time and effort. It’s well worth the effort, though – your audience will notice and respond positively.