Perhaps I owe you an apology?
You see, I’m not sure I can deliver on the promise in my headline.
Even though there are tools that make it easy and fast to create content for social media, it still takes effort.
Period. End of story!
But I also wanted to make a point with my headline.
Naturally, headlines need to get attention. They need to stop the reader, long enough at least to look.
Did my headline pique your curiosity; did it make you stop long enough to glance at the article?
Well, you’re here reading, so perhaps the headline did its job? And who wouldn’t want to know how to create content for their social media channels easily?
But before we get into the specifics of how to do that, let’s consider something else.
Why do you have to create ongoing content for your social media channels in the first place? Wouldn’t it be enough to post ever so often, perhaps even create a piece of content once a week?
I realize it’s a rhetorical question because both of us know the answer is “No.”
If social media is part of your marketing mix, if you’re tapping it to market your practice or your business, an occasional piece of content won’t do the trick.
No, you need to be on social media, every day.
Benefits Of Social Media Marketing
Of course, there are many benefits to tapping into social media as part of your marketing mix.
- For one, social media does not require cash up-front. But be for forewarned; while it may not take cash to get started, it most certainly will take your time. Active participation in social media to build your business may require a substantial investment of your time.
- Other benefits include attracting new patients to your practice, strengthening relationships and building trust with current patients.
- Social media makes it easier to communicate with the people in your target market; it allows you to share information, answer questions, inform patients about upcoming events, and much more.
- Social media makes it easy to build your “brand” as a clinic and provider.
- Social media can easily be used alongside other marketing activities; so long as there are clear objectives and goals to be accomplished.
But more important than anything else is this, most of your patients are on social media, and they expect you to be there too!
And here’s a real pearl of marketing wisdom…”It’s far easier to reach your customers where they are, then to look for them where they’re not!”
Creating Content For Social Media
So now, let’s get to the easy and fast content creation part; after all, that’s why you’re here, right?
And that’s perfectly alright. Anything we can do to make your life as a marketing practice owner easier, we’ll gladly do… and I mean that.
One of the secrets to creating content faster and easier is recognizing that social media is different.
Just a minute, here’s what I mean.
In the past, when businesses would market their products and services, they would do it being very “business-centric…”
You know, they would talk about the business, the reason why the business exists, who started it, who owns, and runs it. Most marketing was mostly about the business… booooring!
Traditionally, there was not much talk about the customer. Most businesses didn’t talk about what problems they were prepared to solve for their customers, how they could help their customers and what they could do for them.
But most of that has changed, in part because of social media.
But even though, you’ll still find plenty of businesses using the old style of marketing, talking more about themselves than about customer needs.
These businesses have not kept up with the times; but not you.
Here are some tips and strategies to help you create content for social media, quickly and easily.
Social Media – Words
When you’re creating written content to market your business, keep it “customer-centric;” don’t make it all about you.
- This means telling people what you can do for them; how you can help them, and what you’ll do to solve their problems.
- Convey the benefits of working with you only where appropriate; perhaps when writing a piece of content talking about your practice.
- Don’t be overly formal, but more conversational in your writing.
- As a healthcare provider though, you don’t want to go overboard; you need to find the right balance, one that feels right for you.
- Write in a conversational tone and grab their attention with a benefit-rich
- As much as possible, use the active voice and avoid writing in the passive voice.
- Always remember why people are on social media… to engage and be social with others, not to shop for products and services.
- Make your writing more like you’re talking with your readers, instead of talking at them; it will keep your readers engaged, interested, and interacting with you.
- And invite your readers to ask questions and be prepared to respond to them.
Social Media – Images
People love images; they are powerful and get attention.
Remember the saying: “A picture is worth 1000 words?”
So, why not make it work for you by adding a message to your images? Use your own words or find a quote you like. Place the words over your image, and voila, you’re done.
Where do you find the images?
Create your own! Simply take pictures with your cell phone or use a tool like Canva.
Canva is an online app that lets you create images, badges, shapes, designs, and much more. It’s simple and easy to use, and it’s free.
Work smart! Prepare a batch of images in advance and post them on your social media account on a schedule.
Social Media – Videos
Videos, just like images, are becoming more and more popular on social media… and not just cute cat or dog videos.
Online video consumption is growing, twice when we’re talking about social media.
And videos are powerful too. They are an easy tool to let you engage with your audience and allow you to build trust fast.
And, they are quick and easy to produce.
If you have a smartphone (and who doesn’t?), you are good to go!
Simply turn on your phone, hit record, start talking, and share your video on social media.
Alternatively, you can use your phone to go live using one of the social media apps or any one of the many tools available. The choice is up to you!
Do you find it easier to create one type of social media content over another?
Let us know by leaving your comment below.
By Johanna Hofmann, MBA, LAc; regular contributor to the NPBusiness blog and author of “Smart Business Planning for Clinicians.“