Consumers and customers today are interacting daily with their favorite brands, celebs and cosmetic doctors online through an ever-increasing list of social networking platforms. The biggest challenge for small businesses is how to allocate resources and implement strategies to get the most benefits out of your efforts.
A well-executed strategic social media strategy will enable your practice to cut through the clutter and stand out from the crowd. With the advancements made in social media tracking platforms, Google analytics, Facebook insights, and Twitter insights, as well as Hootsuite, Sprout and other helpful dashboards, you can properly measure the key performance indicators (KPIs) that are most important for your clinic. If your progress is not measured, you are missing out on the opportunity to set benchmarks and improve your results.
Before you commence with a social media strategy, set goals and metrics to determine what results you are aiming for. For instance, if your main goal is to create a following, measure followers, fans, and subscribers. If you are keen to generate traffic to your website, then set a metric for unique visitors generated from your social platforms to go to specific landing pages.
For example, if you have just recently brought on a new body shaping treatment, such as Coolsculpting or SculpSure, develop a landing page that contains branded information about what you offer, how it works, with educational content and a before/after photo gallery. Direct users to go to that page via Twitter, Facebook, Instagram. Incorporate an ad spend – paid search, banner ads, boosted posts, sponsored ads – to increase the numbers of people who will actually view that content. Recycle the content on all your social networks by repackaging it in a different way for each.
