September 28, 2022
Like all your healthcare and medical marketing efforts, your social media feed should be centered around a strategy so you're not just posting hilarious random memes. Working from a strategy enables your social media team to create engaging content that appeals to your target audience and achieves campaign goals.
So how do you build a social media strategy? Here are a few things to consider.
What Do You Want Your Social Media to Do for You?
Do you want to solve a problem or provide relevant information for your audience or brand? Are you reinforcing branding messages? And maybe you want to make your company or brand a bit more personal and interact with your audiences regularly, providing some "personality."
Develop Your Strategic Statement
Think who, what, when, where, and how. For example, "we are a medical device manufacturer who wants to reach doctors, office managers, and other decision-makers in the healthcare sector by providing valuable information they can use, including occasional news about our products and services in a non-sales approach. We want to establish ourselves as subject matter experts in our field and provide a human face to our brands."
Define Your Strategic Marketing Goal
Now drill down a bit and nail down a goal. The old standbys have been the number of followers, impressions, and engagements, but sometimes it's enough to get quality content that's on brand out into the public consciousness. If a potential customer checks out your feed (and they do), you'll want it to be a good reflection of your company. Define some objectives that are actionable and measurable. And remember, like most things in life, quality beats quantity every time.
Who Is Your Target Audience?
Consider which social media platforms work for each personality type and demographic, and use that info to communicate with them.
Choose Your Channels
For healthcare and medical marketing in the B2B space, LinkedIn remains an excellent place to start, but don't discount other channels as well. Facebook is still the 800-pound gorilla, and video is more popular than ever, so YouTube and TikTok are good places for product demos and how-to videos. Remember, customize approaches for each channel and audience. What makes a good Facebook post might be 'meh' on LinkedIn.
Stick to a Schedule
Do a little research and determine when your audience will most likely be surfing each channel. Make a schedule for posting and stick to it, adjusting as necessary. Consistency is critical, so make sure you're posting regularly.
Keep ‘Em Engaged
So now that you're posting regularly, you must engage. Answer questions, make witty asides, and respond to compliments (rare) and complaints (far less rare). But even responding to a complaint is a chance to help a customer or potential customer.
If you’d like help planning your social media strategy, content creation, or even running the whole show, we can help! Drop Susan a line and let us know what you need!
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