It seems like the possibilities of social media are endless. With just a few scrolls on the same social media platform, you can watch a cute puppy video, see a high school friend’s wedding photos and be informed on the world’s current events. In addition, social media gives you a way to connect with your patients and spread brand awareness.
If you’re even a casual social media user, you know how easy it is to keep scrolling from post to post, without ever truly engaging with one. However, if you have a healthcare brand, that’s not what you want users to do when they come across your content. The goal of everything you post is to encourage conversions that result in a user booking an appointment or contacting your practice.
If you’re trying to boost conversion on your social media, read on to learn a few options to try.
4 social media strategies that result in conversions
A conversion on a social media post can include clicking through to an appointment form, visiting your blog or signing up for future communications. On average, a healthcare business’s social media conversion rate is approximately 3.1%.
If you’re trying to get more conversions for your healthcare brand, here are a few practices worth trying out:
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Incorporate a mix of media.
Social media is all about grabbing a user’s attention, and visuals are usually one of the best ways to do that. However, you don’t need to JUST stick to photos or JUST stick to videos. You can keep your brand’s feed interesting and relevant by using different types of media for your posts. For example, you can create an infographic listing common cold symptoms right after posting a video touring your practice.
Creating various types of visual posts can increase the likelihood of a conversion because you’re catering to all sorts of users. Within just a few posts, you can appeal to those who prefer engaging videos as well as those who are drawn more toward a creative, easy-to-share photo.
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Share preventive care.
Many people will wait until there’s an issue before getting checked out by a healthcare professional. Preventive care is key for staying as healthy as possible and getting ahead of any potential concerns. And social media is a great avenue to deliver that.
Education is a significant benefit of content marketing as a healthcare brand. By creating posts focused on preventive care, such as stretches to reduce injury from physically intensive jobs, you can help keep the user safe and healthy while also putting your brand in their mind in case something actually does happen. It draws in conversions from those who are concerned about the post’s topic and want more information.
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Spotlight monthly awareness topics.
Social media allows you to share information about timely topics, such as monthlong observances of a specific concern. For example, October is Breast Cancer Awareness Month and May is Mental Health Awareness Month. By creating social media posts acknowledging these months and sharing education surrounding them, you’re showcasing your relevance as well as your compassionate care.
Creating social media posts about awareness for medical topics can bring you conversions because it’s likely that any user has some experience with the concern, whether they’re experiencing it themselves or they want to know how to support a loved one who has it.
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Try a trend.
Social media trends can be silly, but they can also be used to your advantage if done correctly. If it fits your environment and brand image, create posts based on a trending sound or popular video transitions. This can be especially helpful if you’re trying to target young adults, such as college athletes or pediatrics.
Incorporating trends into your social media posts, when appropriate, can boost conversions because it shows approachability and relatability.
Want to post content that actually converts? BURG+CO. can help
Social media marketing can be a multifaceted tool for your healthcare brand. You’re able to create content that boosts brand awareness and quality lead generation in an accessible way. You’re also meeting your patients where they are, which is essential for getting the traffic and conversions needed to grow your online presence. At BURG+CO., our content marketing team collaborates with our social media partners to get you the metrics you’re looking for.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your healthcare brand grow.