How will you know if your Facebook marketing efforts are paying off? This is a question many people ask. One obvious indicator would be new patients entering your practice and saying they found you on Facebook … Have you had several, or many, new patients come into your practice and say they found you via Facebook? Or, do you think people will just say they found you “on the Internet”.
Now is a great time to check your patient registration forms and add Facebook to your “How did you learn about us” section. In fact, if you are tweeting, or using video, you could also add Twitter and YouTube to your intake forms. For example, specifically ask people, “Have you seen us on Facebook? or Have you seen us on YouTube?”
If you have replaced your phone book ads with efforts in social media, it makes sense to update your intake questionnaires as well. The first step in successfully tracking any marketing effort is to make it easy for you or your team to monitor over time.
A growing base of positive patient comments on Facebook is another indicator your efforts are paying off. Yet don’t expect your Facebook community to grow on it’s own. Many practices have an influx of admirers when they open their page. There is excitement, and the team may ask family and friends to join. However, in order to keep your patient base growing over time, you’ll need a plan in place.
What is your strategy? Are you posting willy-nilly “when you have time?” Do you have a plan in place for inviting patients to participate? According to Facebook, businesses that promote their Page offline tend to see a 20% or greater increase in connections.
There is benefit in coordinating your offline marketing to Facebook. Be creative in your efforts. Include your Facebook links on signage, hardcopy newsletters, postcards, etc. Most importantly remember that word of mouth in the office will result in word of mouth on Facebook. All the printed materials in the world will not be effective without the fuel of word of mouth behind it. Determine how you will invite patients to share their thoughts or keep in touch with you on Facebook. The key to ongoing success on Facebook is a plan and consistency.
Looking for help with your social media strategy? Rita Zamora and her team specialize in social media training. Their training is personalized for each individual practice, so whether you need hand-holding or are looking to take your social media to a higher level, they can help. Learn more at ritazamora.com/services.