Posted by Matthew Loop
After watching the majority of fellow chiropractors use Facebook haphazardly, while making things more complicated than they need to be, I felt the need to offer some guidance.
A handful of doctors are harnessing the enormous social network the right way to become famous locally, create surges of website traffic, and attract a swarm of new patient referrals. Here are a few tips to jump-start your Facebook practice marketing in the right direction:
Be empathetic with your friends, fans, and audience
Chiropractors really need to put themselves in the position of other friends on Facebook. You cannot dominate the conversation and expect to build strong relationships. It ís important to listen to what others have to say first, then respond appropriately.
You can provide user feedback by liking status updates, using the Facebook share button, or by commenting on a friends post. Spend a few minutes each day doing each thing mentioned. The news feed makes it easy for you to make this happen.
Be warned the quantity of feedback / value you offer is directly proportional to the credibility, trust, and liking your create with your Facebook friends and fans.
Use the Appropriate Etiquette
Here’s the deal. When other users accept your friend invitation, it doesn’t automatically give you the right to spray links to your website on their wall. That’s not what people are looking for. This makes you look stupid and isn’t polite.
Secondly, don’t throw your links in messages when you send a friend request. It’s more annoying than anything else and your acceptance rate will be minimal to zero. People can sense your true intentions.
Don’t Alienate your Friends / Fans, Engage them:
Realize that people on your list are not the same. Not everyone thinks health is a top priority. Donít always post the same type of content. Mix it up with quotes, open-ended questions, and jokes. Show a human side that makes you appear genuine and real.
Never Assume Others Want to Be in Your Group
Don’t automatically add people to groups that you create. That will get you in trouble quick. This was one of Facebook’s bonehead ideas, to let other people just ad anyone to groups. Always get permission first before adding others. Invite them and let them make their own choice.
Get a custom Facebook Fan Page Built
The first thing to do is to create a Facebook business page, also called a fan page. You can go to Facebook.com/pages to do this. You’ll want to have a custom fan page created that looks professional. This particular page is where visitors will land when they initially see you.
Here is the header that I use on my page. Just make sure yours is professional, provides credibility and sends the message to the community you want to convey.
The goal of this unique page is a couple things. First, you want to get the Facebook user to like your fan page. Next, you must provide an ethical bribe so the user offers-up their contact info (name / email) to you.
I would definitely recommend that you get a professionally done video with your Facebook fan page. It ads a WOW factor and separates you from the rest of local doctors. There’s an old saying that goes “you never get a second chance to make a first impression.”
Start Using Facebook Ads
Of the many ways to get an avalanche of targeted local traffic to your chiropractic website, this is the fastest way. It’s literally like flipping a switch. The Facebook ads platform can be a little complicated, hence the reason I created an entire training around it. You really have to be detail specific to be successful with Facebook advertising.
How to Get Facebook Business Page Reviews
Use Facebook’s Check-in Function for Smart-Phones
I absolutely adore this feature. You should have EVERY single patient that has an iPhone or Android check-in on Facebook from their smart-phone whenever they’re at your clinic. This gets you mass exposure quickly since all of the users friends on the social network will see where they’re at.
Offer some type of incentive for current patients so they’re motivated to check-in at your practice for all of their friends to view. This is simple, endorsed viral traffic.
Create Valuable Content that Facebook Users Feel Compelled to Share
It is critically important that you provide value-driven information your Facebook audience feels compelled to share and take some form of action with. This action may include them commenting, clicking the LIKE button, or using the SHARE icon to spread the content to their friends.
This is really endorsed referral traffic and the best form of visitors you could get. The people that come from this type of marketing are high quality and are likely to select you as their chiropractor.
In this blog post, I’ve laid-out a few important strategies you can implement today as a chiropractor so you can begin to use Facebook the correct way. This is only a small fraction of what you need to know, though.
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