The world has changed a lot in the last decade. One of the most significant of those changes is how people making buying decisions. A recent poll showed that 97% of people do research online before making a purchase, whether that be a product or a service.
Which means that you need to stand out—especially on social media.
The internet is a noisy place. Just starting a Facebook business page isn’t going to do much of anything for your visibility.
Or, at least, it won’t without a fantastic integrative health social media marketing strategy.
So how do you create a social strategy?
Glad you asked!
I’m going to give you 7 key questions that will guide you step by step in creating your social media strategy.
But before I do that, a quick story.
So my grandmother recently passed and we were going through her things last week. In a closet, I found a stack of those old Reader’s Digest “Abridged” classics… you remember those? For you young-ins, they were basically big weighty books—Moby Dick, Crime and Punishment, Madame Bovary, Finnegan’s Wake, you know, the classics, which Reader’s Digest then stripped down to their bare plot-lines.
And I remembered in that moment that I’ve never understood why, if you wanted to read a great book, you wouldn’t just read, I don’t know, maybe the real book?
I asked a friend about it later and he said, “You’re missing the point. Those were designed to be read by busy people in the 1950s and 60s who could then go to dinner parties and talk intelligently with their peers. It’s not about reading the classics. It’s about appearing to have read the classics.”
Which, okay… sure. That makes sense. I still think they’re dumb, but it makes sense.
So before you start creating your social strategy, don’t be like me. Don’t miss the point. Know what social is for and how it aligns with your overall organizational goals.
So, as promised, here you go…
The 7 key questions to ask—and answer— in creating an integrative health social media marketing strategy that puts you directly in front of the people who need the exact health solution they’re looking for.
1. What’s Your Primary Goal?
There are a lot of ways social can be a big boost for your brand.
But you have to first determine what the goal of it all is.
For example, are you looking to drive traffic to your site? Or are you interested in creating brand awareness?
Are you looking to sell directly on social? (Pro tip, don’t do this.)
Or generate new leads?
Figure out what you want to accomplish and—this is critical– make sure your social strategy is aligned with your overall business goals.
2. Who Are Your Actually Trying to Reach?
It makes sense to go where your target audience is, right?
So, figure out who you are targeting, and then determine where they are.
Because, here’s the thing…
You aren’t targeting everyone.
Instead, determine one ideal client, figure out everything about them, and then tailor your strategy to drawing them back to you.
3. What Social Channels Should You Be On?
What you want to accomplish, along with what your integrative health practice looks like, is going to determine which social channels you’re going to want to target.
Facebook is a sure bet, and more than likely it’s going to be your primary channel.
But from there, which other platforms might be fruitful?
Pinterest, Instagram, and even Snapchat are worth considering if your organization lends itself to visuals. LinkedIn is a good play if your target audience is more professional.
Or, maybe Twitter makes more sense for your brand.
Again, this decision is going to be driven by the first two questions. Figure those two things out and you’re 80% of the way to the answer for this one.
4. What Content Do You Need to Create?
If you’re going to post on social, part of your strategy has to be WHAT, exactly, you are going to post.
The answer to this question is going to be this: What does your ideal client want to see? What’s going to get them engaged?
Videos get the most engagement, with images coming in in second, ahead of outbound links to blogs—both yours and that of others.
So, make a list of topics that will resonate with your idea client, pick your formats (a blend, by the way, is best practice), and then get creating!
5. What’s Your ratio?
There’s something called the 70-30 rule, which states that 70% of your social content should be straight up edutainment, and 30% should be promotional.
While I think this rule’s heart is in the right place, I would hesitate to be THAT promotional on social. Social really isn’t for selling. It’s for engaging people, building authority and trust, and educating the heck out of them.
85 – 15% is probably closer to the mark. But you do you. Let your audience—your ideal client—and overall business goals be thy guide.
6. What Do the Numbers Show?
It doesn’t make sense to pour a lot of effort after something that isn’t working.
So, you need to pay attention to your analytics. All major platforms now include a tab that allows you to see who’s engaging with your content.
This provides you with really granular data on what’s the performance of your social strategy.
Which leads directly into…
7. What ‘s Working? (And What’s Not?)
Part of your strategy needs a built in science lab.
Run tests. Post at different types of the day. Post different kinds of content. Do some experiments.
Then, both within the channel analytics and what results you are seeing in the real world with your business, figure out what’s working, what’s not, and where any gaps might be.
No social strategy is hard and fast… Social itself is always shifting, so know that your strategy needs to shift with the trends as well.
But these 7 questions will give you a good start in creating a strategy that effectively engages the people who need you. So, get your strategy in place, and go out there are start educating, engaging, and delighting your future raving fans!