Grocery Store Shopping Carts
Banners in the outfield
Bus Stop Benches
…I can go on and on but here’s my point:
It’s all “media”. Nothing more, nothing less.
Too many people get waaaaay too excited about the next way to communicate… as if it makes the job of communicating and attracting customers any easier, quicker, cheaper, or more effective.
It’s all nonsense.
It isn’t that simple.
There’s a lot to consider.
Here’s just a few things…
Does my target market consume that media?
Is that media wasteful? In other words, will it attract the wrong customers or fall on deaf ears?
Does that media elevate or diminish my image and positioning?
Is it worth the hassle? Am I required to commit to it too long before knowing what the response will be?
Is it possible or impossible to test and track?
Do I need to do it or should I test deeper and wider with what is already working for me or throw more money at those strategies?
Am I thinking accurately about what I think is already working for me?
Can I accomplish my goals by doing less, not more?
What media can or should I use to continue marketing to my past and current customers?
Is there any way to use multiple media types in the same campaign?
Chirotrust Saves Doctors The Time, Hassle, Expense, Confusion, And Wonder By Distilling Down What’s Best For Chiropractors and Consumers…To Enhance Each Member’s Relevance, Relationship, And Reputation and Give Patients What They Already Want.
So, what does all this have to do with Instagram and Facebook?
Nothing and everything.
I just think it’s important for you to have the right context and perspective about Instagram, Facebook, and all the other options out there.
Let’s talk about Instagram and Facebook…
Both use pictures and videos.
Both can link to websites from your page/profile (and with Facebook, you can link to websites from individuals posts as well).
Both enable you to test, target, and track.
Both, in my opinion, are a hassle.
That is why I don’t rely on them very heavily to build or maintain ChiroTrust or to build or maintain each and every member’s practice.
Nevertheless, here are ways to leverage them both Instagram and Facebook (if you are so inclined) …
Take a picture with your phone about something that is extremely current and relevant ONLY to those who live and/or work in your city or around your office (NOT about your or Chiropractic) Post it on Instagram and Facebook. Use hashtags (if Instagram) or a few sentences (if Facebook) that best describe the “who” and the “what” and the “where”. Do one a day, 7 days a week. The goal is to get your audience to like and or share and to get and keep the attention of more locals.
Tell a story that entertains or provides value. Don’t drive them anywhere (like your website). Use as many words and/or hashtags as possible. With Facebook you can go as long as 120 minutes for video! Did you know that?
Ask your Instagram followers to post a photo on Instagram with your branded hashtag. Do you have a go-to hashtag for your practice? If not, you should. Example: #DanvilleBackPainReliefChiropractor . Send the best photo a gift. Like a contest!
With both Instagram and Facebook (Business accounts), target extremely specific segments of the market and boost ads/posts only to them. A sample target market can be women who golf or are interested in golf-related topics over 60 years of age who speak Spanish. Or another example could be women who are interested in topics related to both working from home and fitness. The more specific the market, the wider an area I’d target. Don’t worry, the more specific, the longer they will travel to see you. The key is to answer the question, “What’s in it for me?” and to offer a custom-tailored solution that they perceive can’t be found anywhere else. You don’t have to talk about pain relief or Chiropractic. Just anything that would interest them and get them to like, share, follow, etc. Maybe pick 3 super-specific types of people and speak only to them… once a week via boosted posts/ads..
With Instagram, you can post no more than 30 hashtags in the description. Hashtags are how other people will find youbased on the keywords/hashtags that they are looking for and are interested in. But did you know that you can “hack” that by including another 30 hashtags in the comments? Those hashtags will drive visitors just as effectively as the ones included in your description. Need help with hashtags? For help, use and download the “Hashtag Expert” app. And always tag your posts with a location. You’ll get a ton more engagement.
Do a “reciprocal marketing” deal with another local and successful business that is not in competition with you but does have a lot of followers like you or at least around the same # of followers. Agree to spend $1,000 to pitch their product or service. Oftentimes, people are more receptive to you talking about or promoting another business’s product or service than they are you promoting yourself. This is how you can effectively double the size of local people who are familiar with you and your practice.
Similar to #4 above but even better, create multiple Instagram and Facebook accounts. Each targets a specific segment of the market prone to needing your services. When they see posts, photos, videos just about them, they are more prone to think that you are the best Chiropractor for them. The name of the account should be just as specific. Example: DanvilleCrossfitFanatics
Engagement increases awareness. On Facebook, (And even the app, “NextDoor”) ask for help. People like to feel need, important, valued. They also like to be right. Some even like to debate with others. Ask for help. When I say “help”, I mean ask a question. Example: “Does anyone know a best way to clean a TV Screen?” Or, “What are your top 5 restaurants in Danville?”, or “During this lockdown, what about you have you learned about yourself?” Just make sure that you do this through your business Facebook account/s.
Post Slow Motion videos too! I got this tip from one of my Clarity House clients. Everything looks more interesting in Slo-Mo! It’s easy to do. It’s a smart phone setting.
Knowledge is leverage. To learn more about Facebook and Instagram, and to stay in the know, every month or two, go to the source:
Well, that’s it.
The key is to only do what you want to do, when you want to do it, if it makes sense, and if it is the best use of that moment in time.
Personally, I like simple but that’s me. That’s why I built ChiroTrust and that’s why I market ChiroTrust pretty much the same way that ChiroTrust markets each and every member’s practice… for them.
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