Why Your Facebook Engagement Sucks
You’ve spent countless hours and good money on your Facebook marketing strategy. You prepared highly targeted and strategic advertising campaigns to drive up your like count and you come up with engaging content to post regularly. You boost your posts when you see a dip in organic reach and you’ve been consistently advertising to new prospects for months.
So why does your Facebook engagement continue to drop?
Facebook is the world’s largest social networking site with more than 1 billion active users to date, the possibilities for reaching your target audience are endless. It’s become one of the most integral pieces of the marketing puzzle for businesses and brands around the world.
Facebook has more than 15 million business pages to date and its $1.8 billion overall ad revenue was up 66 percent in Q3 of 2013. What does that say about Facebook? It says there are a lot of Facebook business pages and a lot of them are spending money on advertising.
Let’s talk about Facebook advertising.
When Facebook first launched advertising for business pages, the goal was to gain fans through people liking your page via targeted advertisements. This type of advertising is still prevalent, however, now you also have the option to advertise to your existing likes through sponsored stories and boosted posts.
Why would someone pay to reach someone who already likes their page?
That’s why – on average only 16% of your fans see your posts… organically. Facebook’s solution to that problem?
So, now you’ve not only paid for your fans, but you’re going to pay so that your fans actually see what it is that you’re posting.
This causes a problem I like to call the “diluted Facebook audience.”
What is the diluted Facebook audience?
When you post on Facebook, Facebook distributes your post to a small percentage of your fan base (apparently that small percentage is around 16%). Facebook then gauges the reaction of the fans who do see the post in order to determine if your post is engaging enough to show to more people. The more people that like, comment or share your post, the more likely it is that Facebook will continue to show that post to more of your audience.
If you have fans that you obtained without any proper strategy, they will probably not like, comment or share your posts. This results in Facebook showing your posts to less people overall, including those that may have been engaged the entire time.
Breaking it down.
The more fans that you reach that are not interested in your page, the less Facebook shows your posts to those who might legitimately be interested in your page. This results in a need to “boost” posts and invest in sponsored stories (which are going away) to receive any type of engagement at all. The more you boost your posts, the more your posts are shown to potential uninterested fans resulting in more of a need to continue paying for more advertising.
Since there isn’t a way to delete all of the people who are not engaged with your page, your diluted pool of fans results in you losing out on organic reach while forcing you to advertise to achieve any level of engagement.
So, what do you do when you find yourself with a diluted Facebook audience?
Unfortunately, when your pool of Facebook fans has become so diluted you can’t achieve any organic reach, it’s time to start over. I don’t mean delete your page and start from scratch, I mean get back to the basics.
- Do not ever, ever buy Facebook likes. Click-farms still exist, so be careful when hiring social media management companies that promise things that don’t sound realistic (they might be buying your likes and wasting your money).
- Stop advertising through Facebook’s advertising program – poorly. No, I don’t think that Facebook advertising platform is completely fraudulent, however, if you aren’t targeting your ads properly and if the ads don’t seem to be converting into engagement from users or website traffic, you need to step away from the Facebook advertising until you rid yourself of the diluted Facebook audience.
- Don’t boost your posts unless you have a really good reason. If you have average engagement regularly and you really want people to see this one post (perhaps it is an event or a large announcement), then sure, boost it. However, if your engagement is practically dead and the only way you’re receiving any sort of Facebook fan interaction is through boosting your posts, you should reconsider. Work on your organic reach and keep “boosts” for special occasions.
- Don’t use irrelevant and aggressive contests to gain fans. For example, if you’re a car dealership, don’t run a contest to gain fans by giving away an iPad! You aren’t going to find yourself with new likes from an audience that cares about the cars you sell, you’re going to find yourself with new likes from an audience that wants to win an iPad!
- Produce informational, educational or interesting information that is relevant to your business in some way. Don’t use Facebook strictly as a sales tool, however the content you produce should be relative in some way to your audience and your business.
- Finally, and most importantly, use offline marketing strategies to grow your online audience.
The bottom line.
Focus less on the number of Facebook fans that you have and more on the number of engaged fans. If you take drastic measures to drive up your numbers but the likes coming in are not by engaged fans, you’re going to end up with the diluted Facebook audience problem.
Here are some sources that spurred this blog, provided me with numbers and have quality information for consideration:
Video is an often overlooked method of connecting with future (and current) patients and building credibility, especially in the medical industry. Since the beginning of the pandemic, more and more services have switched from in-person to hybrid or 100% online and people are utilizing digital platforms more than ever for things like finding credible providers and hosting virtual visits.
Video marketing for doctors is becoming more necessary in helping form personal connections by allowing people to get a sense of their doctors before scheduling a visit.
In this blog, we will cover why you should use video marketing for doctors, types of videos to make, and tips for ensuring your videos are successful.
Why Use Video?
Video marketing for doctors isn’t just about making specialist introduction videos to post on a website. Patient testimonials, informational videos, introductory videos for doctors, and office overviews are great tools to engage your audience and turn curious viewers into lifelong patients.
The first and most important outcome of video marketing for doctors is establishing trust and credibility.
When a patient can watch a quick interview with their physician, they feel a connection and gain an understanding of the doctor’s background, qualifications, and personality.
Many people searching for a provider will automatically self-disqualify if they feel a practice or particular physician may not be a good fit, so providing them with a glimpse into a doctor’s personality will help them feel at ease, knowing in advance who will be trusted to care for them.
They may feel drawn to a particular physician based on personal or medical backgrounds, forming a bond that helps the patient feel at ease with their provider choice.
On top of building trust, video marketing for doctors establishes a platform for education. People turn to the internet to search for medical information that pertains to their situation, so being a source of accurate information is a valuable way to position your practice. It also helps deter misinformation, as these videos are being produced by experts in the field and hosted by credible sources.
Video Types for Successful Marketing
Many people search the internet to learn about their diagnoses and potential treatments, which is where informational videos come into play.
As a doctor, you may often find yourself explaining complex concepts to your patients repeatedly. If there’s a topic that comes up often in your practice, it’s probably a great subject for an educational video.
People usually turn to the internet to learn about a diagnosis or treatment before visiting a specialist, so providing accurate information is a great way to help guide a patient on their health journey. As a bonus, you’re establishing your expertise while providing education.
Patient testimonials are another great tool to show your audience proof of credibility. Since video is more personal than a text-based review, patient testimonials can feel more like a friend’s referral. The audience can see the patient’s genuine enthusiasm and may feel more invested, as a result.
Introductions and Office Tours
Introductions and office overview videos provide a glimpse into the world of your practice. Viewers can get to know doctors, their backgrounds, their personalities, and take a tour of the office before even scheduling an appointment. Providing this type of content is an important part of video marketing for doctors, as it establishes a welcoming atmosphere for anyone considering an appointment.
For example, check out this introduction video we did for a new doctor joining the team at the Orthopaedic & Spine Center of the Rockies.
This video is great because it’s short, informative, easy to embed on on a website, use for a social post, or include in an email newsletter.
Tips and Tricks for Great Videos
Consider recording audio separately from video. You can find inexpensive, great quality unidirectional microphones to use, and this is an easy way to automatically increase the production value and professional feel of your video. A great tip to remember is to use a clapboard or have your subject clap in front of their face when sound and video are both recording, as it helps when the time comes to sync audio to video during editing.
Lighting is another simple way to increase production value and make your videos look more professional. Simple, soft lights are preferred (even a large ring light is a great investment for this) and will help fill in any dark shadows if you’re also using overhead lighting, which can be unflattering on its own.
There are tons of great resources online that explain three-point lighting, if you’re looking to step up your lighting game even further. If you don’t want to use separate lights, natural lighting is a great supplement. For this, place your subject facing a window (don’t place the window behind them) and the natural light will be much more flattering than overhead indoor lighting.
When framing your scene, keep it simple. Avoid clutter in the background, and have your subject stand slightly off-center. While we love visual interest, a lot of background items can be distracting, so it’s a good idea to stage an area so it feels welcoming and clean, without distracting from the subject matter.
You may have a lot to say about your subject matter, or want to help a new doctor get a complete introduction out into the world, but keep in mind that most people do not have the attention span or interest to watch a long video online.
Keep it simple! Ask yourself, “what are the main points I want to get across?”
It’s always better to provide the necessary facts and invite a viewer to contact your office for more information, or refer to an article or blog post that explains your video topic in more depth.
We want to establish trust, get to the point, and invite people to interact with your content. Keeping videos under two minutes is a great rule of thumb. If you have a longer video, consider breaking it into shorter clips for social media.
Include a CTA
A CTA, or “call to action,” encourages follow-up from viewers. It’s as simple as listing your phone number or website at the end of the video and saying something like, “for more information, get in touch!” You may want to offer a link to one of your blog posts or to the contact page from your website. The point is to encourage people to do something based on the content you’ve provided. Video marketing for doctors isn’t just about getting your practice seen; it’s also about creating a comfortable space for interaction with people who may be looking for guidance or services you offer.
Why a Distribution Plan is Important
Once you make your videos, where do they go? If they sit on your website, you may notice very little interaction, so creating a distribution plan will ensure you make the most out of your videos. When deciding how to utilize your content, you should first establish the purpose of each video. Is it short and educational? This may be a great candidate for not only your website, but YouTube and social media. Is it a tour of the office? In addition to your home page, this may be a great video to embed in a marketing email for new or potential patients. For more information about full funnel marketing check out this blog we wrote.
Think about what you want your video to accomplish and where it could best achieve those goals. Don’t be afraid to post cross-platform, either! The more people your video can reach, the better! Video marketing for doctors can be tricky, so don’t hesitate to reach out to a marketing agency with a video production team if you want help figuring out a plan or managing distribution.
No matter where you are in your marketing process, video marketing for doctors can be an effective way to humanize your practice and establish your expertise. Video brings people together and offers a more personal experience, which is why people are often more receptive to video marketing. With these helpful tips and ideas to keep in mind, you’ll be able to up your game and see more online interaction with easily made, high-quality videos.