How do you stay in front of your patients throughout every lives’ cycles? Highly successful marketing requires that you stay in touch with your patients during the course of the year — enter Instagram.
Few doctors realize that the sales process has multiple levels of opportunity; even less (those who do realize it) do anything about it. So how do you stay in front of your patients has their lives evolve? Moreover, how do you do it cost-effectively, efficiently, and reach as many people as possible? The answer may lay in an area you are currently overlooking, social media, specifically Instagram.
Incidentally, the multiple levels of opportunities are referred to as a patient’s unique buying cycles. In this case, these cycles are considered secret benefits because to those doctors that can tap into these key and specific points, there are very lucrative benefits.
“There was a time when social media was considered by some as a passing fad. Something that “the kids” were using that business could never really benefit from. Over time, the skeptics were proved wrong. There are over 3 billion internet users—and over 2 billion of them have active social media accounts.”
Popular social platforms have become marketing giants, offering businesses valuable data about their customers and a (mostly) free way to reach them. The jury has spoken: social media for business is no longer optional.
Recently, Emily Copp wrote an excellent article for Hootsuite.com, titled “10 Benefits of Social Media for Business.” For all those readers who believe that social media has no place in their marketing, please read on!
Ms. Copp points out that today, most of our social interactions are infused with visuals – snapping a quick photo to text to a friend, posting a selfie at a bar, or killing a few minutes scanning through newsfeeds filled with photos and videos.
The impact of the rise of visual content on social networks is most apparent on Instagram. As a result, many medical practices are scrambling to understand how to best use Instagram benefits.
Instagram’s rise has been astronomical – and understandably so. We’re visual creatures, which is why content like photos, videos, and gifs have such great engagement rates.
And Instagram is so huge because building a social network that connects people solely through visual elements is a powerful way to capture – and sustain – our attention.
Brands and marketers have raced to capitalize on the immense growth of the social platform and many are successfully learning how to sell on Instagram.
Brands that excel in mastering social commerce trends like this know something that companies who flop don’t: Instagram photos convert. Additionally, you’re not getting the full benefit of Instagram because you don’t know the real secret to using these photos for marketing!
Building an Instagram marketing strategy:
* You need to understand why these graphics are so valuable and how to create the right images for Instagram.
* Further, you need to take full advantage of the power of Instagram photos, using them in marketing materials across channels.
If you are not already using social media for your advertising you may be asking “Why does it matter?” According to David Ogilvy (considered the father of modern advertising):
“It seems to me you should use their language, the language they use every day, the language in which they think.”
As such, if you want to catch more fish, you need to go where they’re all swimming.
Speaking pragmatically, Instagram photos can benefit word of mouth marketing and strategies for using these pictures in marketing channels.
Using Instagram on your site allows you to connect with patients across multiple channels and increase cross-channel engagement.
For example, let’s say you display photos from your Instagram account on your website. When a patient browses your site, they may see your gallery of Instagram photos, they can click through to see your account, start following you, and re-connect with you later.
2. Re-use marketing materials. We’re all crunched for time, but using Instagram photos in your eCommerce marketing plan allows you to work smarter, not harder.
You already need a social marketing strategy, so why not repurpose those photos across channels and leverage them as marketing images on your site or in ads on Instagram?
3. Attract engaged traffic. Another benefit of using Instagram pictures is that traffic that comes from these photos is super-engaged.
Instagram drives more engaged traffic than any other social channel. Research shows that when comparing time on site from various social channels, Instagram beats out other sites like Facebook, Pinterest, YouTube, Reddit, and more.
Instagram content drives more engaged traffic than other visual social content from YouTube or Pinterest.
Additionally, Instagram helps you engage with your audience on the social platform, increasing the chance that you can bring patients back for repeat purchases.
4. Boost your marketing with user-generated content (UGC): Instagram has the potential for user-generated content built in — Instagram photos are, by nature, user-generated content.
On Instagram, customers are constantly creating and sharing images of their own.
Instagram to promote your medical practice:
Collect the UGC Instagram photos by asking patients to hashtag photos with their your brand name.
This means not only do you get free content, you also feature your patients (which makes them feel like a part of your brand), you also encourage future engagement by having future patients submit photos on Instagram to you.
5. Don’t market blindly: Know how content will perform ahead of time
You never want to invest already tight Instagram resources in content that won’t perform well. Luckily, on Instagram, you already have feedback about how your audience will react to content before you take up valuable real estate on your website or shell out money for Instagram ads.
Before choosing content for your Instagram UGC campaigns, you can measure the results of how it was received on Instagram.
This allows you to choose the photos that patients liked most on Instagram. Then display them on your site, rather than guessing which service photos will perform best.
People Instagram the best moments of their life: the most beautifully arranged meals, the perfect beach sunset, the awesome road trip up the California coast.
At the most basic level, Instagram pics convert because they’re aesthetically pleasing. Photos from Instagram are special – saying something has been “Instagrammed” means something.
People don’t just upload any random selfie to Instagram, they make sure that the photo is well arranged, with good lighting, and of course, the perfect filter.
On Instagram, there’s really well-made, visually aesthetic photos that show us things we wish we had and lives we wish we led.
But advertisements are also well-made and meant to make us want the items in them by putting them in the context of an enviable lifestyle.
So why do Instagram photos convert better? Instagram Photos Build Trust!
Instagram photos are created and promoted by customers; additionally, the photos are curated by brands. These customer-created Instagram pics convert because they build customer trust in potential shoppers’ online shopping experience.
In general, content from past buyers influences future shoppers’ purchase decisions. But the combined effect of visual content outweighs text alone.
Although potential buyers love reading reviews, research shows that visual content — like photos and videos — is extremely influential when it comes to purchasing decisions.
Content influences purchase decisions. Not only that, but customers want to see photos and videos specifically from past customers.
When compared with brand photos, shoppers vote for using customer photos to help them make purchasing decisions. The reason companies choose to use Instagram photos on their sites is because they add variety, with dynamic content that’s constantly changing.
Also, Instagram photos are much more authentic and lively than generic photos. They display a real peek into the life of the brand, instead of static product photos.
A patient’s buying cycles unique and complicated. As such it’s not easy to put a dollar price on the return-on-investment (ROI) value of Instagram benefits. There’s no doubt that using Instagram has a positive effect on increasing eCommerce conversion rate and engagement.
Use your Instagram photos in your marketing materials. For example: on your practice’s website, on product pages, in dedicated website galleries – and more! Using Instagram photos allows you to repurpose valuable content, integrate user-generated content, connect channels, and much more!
This is a very beneficial article and requires a more in-depth read. To read it in its entirety, simply click here on 10 Benefits of Social Media.
We invite you to learn how Steve and Claudio can help you immediately. Increase the success of your practice, give them a call at 916.750.6319.
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