Social media marketing is built upon a strategy, like any other form of advertising or promotion. However, in the digital age, it requires thorough expertise of the platforms, viable ways to market content digitally, and a general idea about SEO, to prove successful. So we’ve put together a guide to social media marketing so you can improve your online presence and attract new customers!

1. Content Marketing 

Content should be the ultimate focus for every social media marketer, especially our clients in the healthcare industry, where education is key! The relevance of the content you choose to publish is directly related to the trust you build with your customers. Building trust is a process that allows you to build a relationship with your client while positioning yourself as an expert in your field.

But how do you do that?

The process involves consistent writing and publication of quality content on your social media channels and website. This will help to increase your Google ranking, as it ties into SEO (search engine optimisation). It’s important to focus on quality content, answering frequently asked questions and writing about interesting topics to both educate and engage your audience.

2. Follow Best Practices and Advertising Guidelines

There are certain rules, particularly those of APHRA, whose advertising guidelines need to be adhered to. The healthcare businesses that we work with regularly know that we stay on top of these guidelines constantly (as they are ever-changing). If you don’t keep up-to-date with the latest rules and guidelines, you not only risk fines and penalties from the governing body (such as AHPRA, or Facebook), you can also mislead your customers. For example, allied health businesses must ensure that their content sets realistic expectations of the treatment they provide. This includes the potential outcomes. Promising a quick fix or a painless treatment is unrealistic and cannot be guaranteed without consulting with the patient first. 

Another important thing to consider is testimonials. Health care businesses in Australia are not permitted to use testimonials and reviews in their advertising. This isn’t just relevant within the realms of social media but through SEO and other digital marketing efforts too.

3. Keep the momentum going!

Simply creating and posting fresh content is hard enough. Once you have established your business as a trustworthy source of information, the momentum needs to be maintained. Trust is built over time and your customers will want to continue the relationship and feel a regular connection to your business. 

The catch? Time. Or lack thereof. Many business owners simply don’t have the time to create, publish and share quality content regularly. Trust us, we get it. But we cannot stress the importance enough. Your SEO (search engine optimisation) will improve over time with the help of regular blogs being posted to your website. 

How often should you create fresh content?

Blogging regularly is a necessity. Find ways to post 500-1000 words on your website at least twice a month, or perhaps even more regularly if you have the time. Not a writer? Here’s an idea! Webinars – which are seminars on the web, organised from the comfort of your home or office – can bring patients closer to your business. These structured and engaging sessions can keep your audience up-to-date on topics of interest. They also help to personalise your brand. As your customers will see the person behind the logo, making your business more approachable.

Make it easy to read!

Sprinkle your blogs and website with infographics to engage, educate and provide space between big blocks of wording. Infographics help to tell the story, using clever, attention-grabbing visuals which explain things clearly. Short videos that showcase your services, team and products can also be a great way of informing, connecting and engaging your viewers online.

4. Learn what works best for your business

A necessary part of a successful digital strategy is to pick the right social media platforms for your business – which is often a matter of trial and error. Instagram may work for some and Facebook for others, while other businesses may benefit more from using LinkedIn. No matter what social media platform you choose, success requires regular posting and the right posting. While the first involves a correct plan for posting, the latter focuses on the kind of content that you post. Your customers spend a huge amount of time browsing search engines and social media platforms before choosing to visit a business in person. It’s more important now than ever before to represent your business in the best possible light online.


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