Facebook is a pay to play network
No longer can you expect to get significant organic reach from just posting on your business page. This is why Facebook ads have become even more important.
Organic reach is described by Facebook as “how many people you can reach for free on Facebook by posting to your Page.”
The latest estimates indicate that only 2% of the people connected to your Facebook page on average will see your posts.
Meaning that if your Upper Cervical Practice has 1000 fans and you post something on your Facebook page approximately 20 people or less will see it!
Now this will vary based on the type of post.
Video content will get much more reach in general.
Images also still get good reach in some cases.
But a link based post to a blog, for instance, has significantly decreased in effectiveness in most cases.
Of course, if anyone likes your post, comments on your post, or shares your post it will get more reach.
So this should be the focus of organic posting at this point. Try to post content that will get liked, commented on, or shared as this will significantly increase your organic reach.
Many Facebook experts are expecting Facebook post reach to continue to decrease. Since 2012 Facebook reach from organic posts has decreased every year. No reason to believe that Facebook has anything else in mind other than continuing to force businesses to pay to reach anyone on Facebook.
According to a recent survey of chiropractic Internet marketing experts we conducted, all the experts in the survey said the number one way to attract new patients in 2017 is Facebook advertising.
We have been talking about the importance of Facebook advertising for years. But in this article, we are going to focus on three ways you can be using Facebook ads right now.
So now more than any other time in history is the time to understand Facebook ads and how to use them effectively for your upper cervical practice.
Download our Facebook Ad Checklist and make sure your ads are communicating effectively to your target market.
Video-based Facebook Ads
As I have mentioned before, Facebook loves video.
Facebook executives have said that within the next 3 to 5 years 80 to 90% of the platform will be video.
This is because most people love watching videos more than reading at this point.
Utilizing videos in your Facebook ads is extremely effective. Doctor generated videos, video testimonials, whiteboard videos, video blog posts and other videos have all been effective for our clients.
Videos help build trust, credibility, and likability while at the same time providing hope.
Our Upper Cervical Marketing System is focused on the power of bringing hope to those who are suffering with chronic health conditions and then demonstrating why our upper cervical doctor clients are trustworthy. This combination of hope and trust is crucial to online marketing success on Facebook or anywhere on the Internet.
Gone are the days of putting up a single Facebook ad and driving traffic to a discount exam as a way of attracting new patients to your practice.
People are much more sophisticated than that when it comes to being marketed to. According to our estimates, you must interact with someone 5 to 7 times before they trust you enough to come into your office.
Retargeting ads give you the ability to tag someone who visits a particular page on your website or a landing page and then follow up with them again via Facebook.
With our Upper Cervical Marketing System Gold and Platinum Levels which are designed for medium-sized and large competitive markets respectively, retargeting ads are included with our 4.0 version.
This allows us to connect with people who are interested in a particular condition and then connect them with more content associated with that condition including follow-up emails if they download a particular lead magnet, a condition-specific video testimonial to build social proof, a whiteboard video that takes a complicated subject and explains it simply, or a doctor video to build the necessary trust, credibility and likability to take the next step and come into the office.
The key is nurturing a relationship with the individual that builds hope and trust. Retargeting ads are one of the most effective ways to do this.
Boosting a particular post on your Facebook page that has already shown some organic activity is another way to effectively engage with your community.
For instance, you put up a particular image based post that receives 10 likes, five comments and two shares which is 10 times more than a majority of your posts usually receive.
You can then take that post that has already shown interest from your audience and boost it so that a large percentage or all of your Facebook fans see it. You can also choose to show it to friends of your fans which is an effective way to get a 3rd party endorsement on your clinic.
As a friend of one of your patients sees something from your office and engages with it you get them one step closer to being in your office as a referral.
As I’ve said many times online marketing is great at proving your new patient numbers from external sources but it is also fantastic at improving your referral conversion as more people who are considering your office or have heard about your office from a friend or family member will convert with a solid online marketing strategy in place. Boosting posts is just one piece of the puzzle on improving a referral conversion with online marketing.
All three of these Facebook ad strategies along with all of our referral conversion strategies are included in the 4.0 version of our Upper Cervical Marketing System.
Utilize these 3 Facebook ad strategies and you will see significantly improved results from Facebook.
Or if you would like to focus on taking care of your patients then hire us as your online marketing department. We are completely focused on growing upper cervical practices like yours, give us a call at 877-252-1230.
We are here to help.