5 strategies for social media in B2B healthcare communications
The value of social media is often overlooked in the B2B healthcare space, but social media combined with traditional public relations and marketing tactics provides a cost-effective opportunity to strengthen brand awareness, enhance credibility and generate demand. Below are five tips for incorporating social media into your healthcare organization’s marketing strategy.
Establish presence on multiple platforms. An organization’s social media strategy must be all-encompassing, which stresses the importance of using as many platforms relevant to your industry. In B2B healthcare, LinkedIn, Twitter, Facebook, YouTube and Google+ are all appropriate. Content should be tailored to each platform. For example, content posted to Twitter will be different than that posted on LinkedIn. Therefore, knowing the specific advantages and audiences of each platform is crucial before developing and posting content.
Be consistent. In order to achieve success on social media platforms, it’s necessary to update each account regularly. A best practice is to establish a ratio for different categories of content and how many posts you will disseminate per month. This will enable your organization to get its message across in a clear and concise manner. An example of a ratio broken down by category for a healthcare organization’s Twitter page could be 30 tweets a month consisting of 15 healthcare industry news tweets, 8 company announcements and 7 client news tweets.
Be compelling. As more healthcare organizations are turning to social media to streamline their marketing strategies, compelling content is necessary to reach target audiences. The most effective posts boast questions or keywords that draw the attention of your audience. Studies have also shown that using more action verbs and fewer nouns yield the highest click-through rates. In addition, marketers should identify which content drives optimal engagement for each specific platform. For example, photos receive the most engagement on Facebook, and posts with 80 characters or less experience the most engagement across all social media platforms.
Use a call to action. Providing a link for users to find more information about your organization drives more traffic to your organization’s website or blog. For healthcare organizations in particular, providing a brief post on social media accounts with links to blog posts, whitepapers, webinar landing pages, etc. will aid in attracting potential customers.
Engage in two-way communication. Mere presence on social media is not enough to establish your company as a thought leader in the field—it’s also necessary to continually interact with followers by responding promptly to posts with the goal of developing positive relationships with prospects.