In just under a decade, social media has moved from a platform for teenagers and young adults to a tool that is now used by schools, rehab centers, and big corporations. The number of people using the tool to interact has been growing at virtually the same rate as the number of people looking to advertise their products.
Regardless of the kind of service you provide, you need to establish a presence and differentiate yourself from the competition. Here are a few tips you can apply, using the example of an addiction therapist.
Developing a Personal Brand
One of the best ways to take advantage of online tools such as Facebook, Twitter, and Instagram is to develop a personal brand. The beauty of having a personal brand is that you can take advantage of informal connections to get leads for your practice.
A personal brand also makes the services or products you are offering seem more authentic to your prospective clients. For example, an addiction therapist who sets aside time to communicate with followers on social media can generate organic leads. With the right strategy, you can do this without having to push services to the users of the platform.
Engaging Your Audience
It is not enough to simply have a presence on social media; you need to provide followers with content that is fun, exciting, informative, and frequent. Posting a few times a month will not do anything for your personal brand. You need to be posting content at least several times a week to keep your audiences engaged.
Posting regularly on social media can be time-consuming, especially if you do not already have the content at the time you need to publish. You can solve this problem by having a content calendar that you prepare on weekends or during your free time.
You can improve engagement with your audience in the following ways:
- Vary Content. You should have a mix of content that includes videos, articles and even relevant memes. For example, an addiction therapist may have articles on substance abuse and treatment and videos to demonstrate treatment procedures or how drugs affect different parts of the body.
- What Makes Them Tick? As you vary your content, you need to establish why your audience follows you and the kind of content that keeps them coming back. Under the subject of addiction treatment and mental health, although there are many topics you can use for content, you need to establish what type of content will yield the best results. You can repurpose content by, for example, turning a list of mental health statistics into an infographic that is easier for visitors to understand.
- Be Generous. If you are building a personal brand, you can enhance trust with your audience by giving as much as you can in the form of answers, advice, and perspective. The more you give, the more new prospects, leads, and goodwill you will get.
Learn to Use the Tool
Social media, if utilized properly, can make life more convenient and enhance business processes in terms of marketing and customer service. Like every tool, however, you need to learn how to use it most effectively if you are to realize its full potential.
Learning to use social media properly also can reduce your marketing costs, but be careful not to go over your online campaign budget. That could force you to increase the cost of the services provided.
Certain tools can enhance the experience for both you and your clients while others—such as custom audiences—can reduce the cost and time needed for marketing your brand and generate quality targeted leads for your business or practice.
Another way to gain visibility on social media platforms is to find an influencer, someone with a large audience—such as on social media—credibility within a certain context, and the ability to persuade people. Every niche has an influencer who has developed trust and can persuade people to take a certain action or buy certain products or services. Statistics show that up to 50% of sales are generated through word of mouth.
Developing a relationship with an influencer in your niche can be mutually beneficial both to you and the influencer. You need to develop such a relationship before creating a formal working relationship, however.
To find an influencer:
- Define Your Brand. You need to be clear on what your message is and what your content will be in order to find the right match.
- Automation Tools. There are tools (e.g. Buzzsumo and Narrow.io ) that can help you narrow down your search based on specific metrics such as location or niche.
- Research. Metrics and statistics may not tell you all you need to know about the influencer. Take time to learn about how they approach issues before making a commitment to work with them.
Whether you are a retailer, online marketer or addiction therapist, the best way to stand out from the crowd on social media is to define your brand and conduct a systematic approach based on some of the tips given here.