Establishing Your Brand on Social Media
According to a 2013 study, 81 percent of consumers research online before making a purchase. They are researching products and services, which might include their next doctor. Most practices have a well-thought out website featuring branding such as a logo, brand colors, images and content, but a potential patient may head to social media for their research. Here are some tips to establish your brand on social media.
An individual profile picture on social media is traditionally the picture of the user; however, a business social media page should use the practice logo. In the news feed and search functions, the profile picture is getting smaller. Using a clear and easy to see logo will help your potential and current patients find your page quickly.
Even though this section of your social media pages may be hidden at first glance, people will look at it so it should match your website and marketing materials. Being consistent in your messaging from your website to your social media pages will help solidify your brand messaging with potential patients.
Most social platforms have adopted banner images at the top of the pages. This is a useful space where you can drive important messaging. You can extend your visual brand with photos of your team, community or patients. You could also use it to relay important information such as free screenings or all your locations if you have more than one.
Content marketing has been a trending hot topic with good reason. Not only is this an engaging way to communicate with your audience but it’s also a great way to drive your brand’s key messages. Is your practice heavily involved in the community? Then you should post about your practice’s community events as well as share posts from other community pages such as the city, local media, community organizations or local schools.