Social media is the best way to connect with clients and patients available today. It is low in cost, has a broad reach and can be highly effective. However, social media is such a rapidly evolving field that it can be hard to get your arms around the best way to use it or which platforms will work for you and your business. Here are some tips to help you begin using social media to attract new prospects for your laser procedures.
1. Start with a Strategy
Your first step should be to develop a strategy and metrics for your social media plan. Decide how you want to position your med spa. Ask yourself these questions:
Do I want to be seen as cutting edge—a more clinical feel? The place to go for the very latest in laser procedures? Or do I want to be seen as a friendly and tranquil place?
Your decision may affect the tone and content of your social media posts. For example, if you decide to on the cutting-edge strategy, your posts might be highly technical with a focus on the specifications and details of your laser. If your choice is to be a comfortable place for a group of friends to gather, you may want to avoid the technical details and jargon while emphasizing the speed and results of the laser services you offer.
2. Establish a Consistent Cadence
People often fail to establish a posting frequency when starting to develop a social media presence. This can be a large part of the reason why your social media efforts fall flat and you have trouble collecting and retaining followers. People expect you to post on a regular basis, and they look forward to seeing your posts.
Each social media platform has a different optimum posting frequency. For example, once a month or every two weeks on a professionally oriented site such as LinkedIn might be fine; Twitter followers expect to hear from you daily or even several times a day.
3. Find the Right Platforms
It’s a fact of social media that different platforms attract different demographics, but people frequently use multiple platforms depending on their objective and mood. That can make choosing the right platform complex, but there are some painless ways to start your search.
LinkedIn, for example, has primarily a professional demographic, so if your target is professionals, it’s a good place to start.
- Facebook has more middle-aged and Boomer users than Millennials.
- Pinterest users are primarily women.
- Twitter draws from multiple targets, but offers limited amounts of text, so it might be best to use to Twitter to drive traffic to your other sites.
- YouTube is another platform that draws well across multiple demographics, and many users—especially among Gen-X and Millennials–prefer video.
4. Use the Right Format for Each Platform
Different platforms require different content formats.
- LinkedIn is a great platform for long-form content, meaning posts in the 800 to 1500-word range. You can create a LinkedIn group for your clientele or for people looking for information about specific laser treatments.
- Pinterest is for pictures, so it might be a good place for before and after photos—with the clients’ permission.
- Facebook works well for shorter content and pictures—so it’s great for quick posts, sale announcements and pictures of your spa facilities.
- YouTube is a great platform for your medical professionals to explain how they use lasers in your med spa, or to compare the results of alternative procedures. You can also use video to show off the features of your med spa and to introduce your team.
5. Measure Results
Even with this general guidance, you should always test the results you get from any social media efforts. Don’t be afraid to experiment. It’s inexpensive to try out different platforms or varying headlines, hashtags or content lengths and types. Of course, it takes time to build followers on any platform, so don’t get discouraged too quickly if you don’t attract as many followers as you’d like right away. It’s far more effective to have a small number of highly engaged followers than thousands who don’t actually interact with your content or brand.
6. Respond Quickly
With social media, even a few hours can feel like a long time. Be prepared to respond to questions or reviews quickly. A quick but thoughtful answer or a simple “thank you” helps to build brand loyalty.
Don’t shy away from responding to bad reviews or unhappy comments. Respond quickly, courteously and professionally. Apologize and ask what you could have done differently. You may turn that unhappy client around, but even if you don’t, your other clients will see that you care.
It’s considered good form to follow your followers, so make sure you do. Repost their posts if you like the content or ideas to help build loyalty.
7. Align Content with Strategy
Step one was to define your strategy. Make sure everything you post aligns with that strategy, or you risk confusing your clientele. For example, if most of your clientele can be found on LinkedIn where they read your long-form articles, perhaps Twitter is not the ideal platform for your brand.
8. Establish Your Credentials
When you post about the procedures you offer, be sure to post details. Don’t just say “Laser treatments”. Offer the following details:
- Discuss the specific laser you use, and why you chose it
- Name the specific procedures you provide
- Link to clinical studies as well as to beauty magazines and bloggers who may talk about those procedures.
Finally, be sure to highlight your team as well—tell readers about the training they’ve had or the number of procedures they’ve performed.
9. Use Multiple Contributors
While it’s important to have a specific “tone and voice”, that doesn’t mean that only one person must be responsible for all your social media, especially if you’re using video or long-form written content. Let your team write articles or tweet about their favorite parts of the business or breakthrough procedures. It will help to personalize your social media.
10. Make it Easy for Clients to Find and Consume Your Content
Social media and the internet are full of tools to help make it easy for people to find the right content. Use them. Hashtags, for example, help to group tweets and content around specific topics, and they make it easy for interested new users to find their way to your content. Don’t use complicated and long URLs (web addresses) to direct readers to your website or social media posts. Use a tool like Bit.ly to create short but memorable addresses to make sharing links easier. The easier you make it for clients, the more engaged they will be with your brand.
Once you’ve attracted a clientele with social media, you want to be sure your laser is at peak performance. That’s why savvy med spas come to Laser Service Solutions for buying, leasing and servicing medical lasers! To learn more about what makes us the top laser provider, contact us today by calling (856) 853-7555 or email us directly at email@example.com