Facebook continues to dominate social media, and is a vital component of any aesthetic medical practice’s marketing strategy. In 2018, Facebook revised their algorithm to emphasize content from “family, friends, and groups.” Many small businesses and aesthetic medical brands were initially concerned with these changes, but went on to discover ways to work within the new system. Here are some of the best practices for your small business to continue taking advantage of the power and reach of this social media giant.
Engagement with your feed is key, but be careful!
Facebook has clearly stated that Comments, Likes, and Shares are used to determine if your content is meaningful to other users and if it should be shared out with more users. But Facebook does not look kindly on “engagement bait,” including not-so-subtle remarks that try to entice people into interacting with your post in some way. Facebook demotes this content from appearing on users’ feeds, and users themselves recognize this as an overt or “spammy” attempt at engagement. It is best to develop content that is naturally high quality, interesting, and meaningful to your users, and the engagement will organically follow.
Video is highly favored by Facebook’s algorithm, especially live video!
According to Facebook’s own analytics, live video receives six times more interactions than regular video posted on their network. Use Facebook Live to demonstrate a new service or technology in your practice, promote an upcoming event, or introduce a new staff person. Be creative and develop a consistent live posting schedule to encourage repeat visitors to your content.
Ask your clients to follow your Facebook page, and ask followers to choose the “See First” option!
To ensure your practice’s Facebook posts are seen by your followers, encourage them to choose the “See First” option under “Following” when they are on your page.
Create high-quality content that is important and targeted to your audience!
Many social media experts will contend that this is THE most important aspect of any business’ digital marketing strategy. Keep your audience in mind when creating content, and utilize Facebook analytics to best understand your audience and maximize your content’s effectiveness.
Consistent, meaningful engaging content is always the best way to win at social media. For help developing a successful social media plan for your business, contact the experts at Reach Beyond Marketing today!