Brand Integrity- Dominate Facebook Without Sacrificing Your Principles
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Transcript of Brand Integrity- Dominate Facebook Without Sacrificing Your Principles
Brand Integrity: Dominate Facebook Without Sacrificing
Your Principles
For physicians, in any industry, social media marke5ng is terrifying. Facebook makes your prac5ce vulnerable. Twi=er dissolves your prac5ce into mindless noise. Pinterest demeans your prac5ce, and Instagram distorts it. Physicians hold true and strong to the idea that social media marke5ng misrepresents, depreciates and exposes their prac5ce. The ques5on that many veterinarians face when exploring social media marke5ng becomes, “How do I keep clients informed and engaged and get new clients without becoming nonsensical noise?” It's a ques5on I get asked quite oGen as a marke5ng professional who specializes in the veterinary industry. There is palpable fear that engaging in social media marke5ng will temper, even depreciate, the veterinary brand. This is an extremely common fear, and one that I dealt with many 5mes as a social media director for Quain5es with large healthcare clientele. Exposing your brand in any health care industry is extremely daun5ng. But I am here to diffuse those fears, to literally show you how beneficial social media marke5ng can be, especially for veterinary prac5ces. You can greatly augment your brand, the exact opposite of deprecia5ng it, with proper social media marke5ng tac5cs and strategies.
What To Post (What Pet Parents Want To See on Social Media) Above all, for veterinarians, social media should be use for two paramount purposes: • To influence and empower pet owners. • To establish that your prac5ce is the
best in the valley. Those are the means to meet your end goal, increased in appointments. Here's how you do it without sacrificing your brand integrity: Empower with EducaEon Most pet parents would do anything to protect their pets and prevent them from harm. Unfortunately, ignorance is not always bliss and pet owners are inadvertently placing their pet in dangerous situa5ons more oGen than not. Here in Phoenix, that could specifically mean a fall into the pool for a young puppy, burnt paws on a hot sidewalk for an ac5ve adult canine, or dehydra5on in the summer heat. Many pet owners simply aren't aware of the health concerns that come along with owning a pet. But your prac5ce has the unique opportunity to educate those parents and empower them to make the right choices for their pets.
Author: Kandice Linwright VeterinaryMarkeEngAZ.com
Brand Integrity: Dominate Facebook Without Sacrificing
Your Principles
Dr. Andy Roark has the above Facebook Post Highlighted and Pinned to the top of his Facebook Page throughout the month of March for Pet Poison Awareness. Dr. Roark has over 140,000 Facebook Fans and excels at providing educaEon to influence behavior. By empowering your social media audience you are building indelible rela5onships with parents that can easily transform into new clients. Influence with InformaEon Informa5on, delivered at the right 5me and in the right way, can be incredibly powerful. By delivering relevant informa5on at the most opportune moment, you can influence your social media audience to take certain ac5ons. Educa5ng your social media pet parents with important informa5on is one thing, but providing them with specialty, expert, personal experience informa5on along with a call to ac5on can increase traffic to your website and calls for new appointments.
S trateg ica l ly publ i sh ing spec ia l i zed informa5on regarding, for example feline urinary tract infec5on or canine seasonal allergies along with an invita5on for your targeted audience to schedule an appointment, will increase your social media return on investment drama5cally. It will also work to establish you and your prac5ce as the premier resource, the go to resource, for pet health informa5on. Essen5ally, this strategy will hope to establish your prac5ce as the best in Arizona.
This Facebook Post from the North American Veterinary Community illustrates how to provide specialized informaEon while inviEng Fans to engage and parEcipate in the webinar.
Author: Kandice Linwright VeterinaryMarkeEngAZ.com
Brand Integrity: Dominate Facebook Without Sacrificing
Your Principles
Engage with Fun Every Phoenix veterinarian that I have worked with in the past struggles to walk the l ine on social media between s5ff professionalism and just plain silliness. There is not one single veterinarian in the state of Arizona, or around the na5on for that ma=er, who wants their brand integrity to be diminished because of a silly social media post. Of course, that's the last thing we at Veterinary Marke5ng AZ want as well. Veterinary prac5ce’s are able to post trending images, fun pet videos and popular pet-‐related links while s5ll maintaining their brand integrity.
Dr. Karen Becker, who has just under 500,000 Facebook Fans, occasionally posts these silly images and videos because it appeals to her core audience. However, Dr. Becker only publishes these types of status updates once in a blue moon so as not to devalue her brand and her credibility as an expert in veterinary medicine.
The key is not to post these silly status updates all the 5me. The fun post must s5ll be completely relevant to your brand message and your veterinary prac5ce, as well as your target audience. The silly post s5ll needs to align with your overall brand mission. There will come a 5me when you will have to loosen your 5e a bit and allow for some silly posts: simply because your target audience craves it. But you can be smart about it. Invite with InspiraEon Pet parents, just like kid parents, adore posts that fill them with emo5on and inspire them.
Lifecare Animal Hospital is a client of ours who has seen dramaEc growth in terms of in-‐office appo in tment s , soc ia l med ia engagement and overall brand awareness. Here we use an emoEonal quote with matching image to inspire pet parents to consider adopEng a senior pet for Adopt a Senior Pet Month.
Author: Kandice Linwright VeterinaryMarkeEngAZ.com
Brand Integrity: Dominate Facebook Without Sacrificing
Your Principles
You can use that emo5on to mo5vate ac5on. You can inspire your social media audience to donate to a local pet charity, a=end a local event or s imply schedule an appointment to have their pet spayed or neutered. How to Depreciate Your Brand through Social Media Now, of course there are prac5ces that you can do on social media that will absolutely tarnish and diminish your brand and your veterinary prac5ce integrity. Just as there are certain strategies in search engine marke5ng that you try to avoid at all costs, known as Black Hat SEO, there are strategies in social media marke5ng that you need to avoid. Avoid the strategies below to prevent your brand integrity from becoming diminished on social media: Inconsistent PosEng Consistency builds credibility and trust with your audience. There are numerous social media experts who will tell you exactly how many 5mes to post per day and at what 5me throughout the day to post. The best advice that I can give you on this front is to be consistent with your posts. If you choose to post twice a day, you need to consistently post twice a day forever.
Memes and Cat Videos A few months back Facebook updated its algorithm to essen5ally penalize those Facebook pages that repeatedly posted annoying memes and irrelevant videos and images. If you are pos5ng more than one silly photo, video, or link per day you are doing your brand and injus5ce, and ul5mately Facebook will penalize you. Duplicate Posts on MulEple Facebook Pages Just as with veterinary SEO, you do not want duplicate content on your website or Facebook page. When researching a social media marke5ng company to manage your veterinary accounts for you, do your homework and make absolutely sure that the post that go up on your page will be unique and specialized to your prac5ce and your audience. If your Facebook page is publishing the same posts, at the exact same 5me (essen5ally autoposts from marke5ng companies managing many Facebook Pages at once) as other Facebook Pages, you might as well shut it all down. This strategy, oGen used to save 5me for marke5ng companies, tells Facebook that you are using a ‘bot’ to manage your Facebook Page and that you are not interested in the reality of Facebook Marke5ng. Facebook will flag your account, limit your Reach, and virtually dissolve your page.
Author: Kandice Linwright VeterinaryMarkeEngAZ.com
Brand Integrity: Dominate Facebook Without Sacrificing
Your Principles
Below we have an example of five local, Arizona veterinary Facebook Pages who are clearly all managed by the same markeEng firm. Below you see an exact screenshot from what any pet parent might see on their News Feed if they followed all five, or any number, of these parEcular Facebook Pages. They’d see unoriginal, analogues status updates that devalue each brand.
Boring, Predictable Posts Your veterinary brand needs to be unique and relevant at all 5mes. Publishing the same types of posts over and over, whether they are link posts to veterinary news or text-‐only posts with veterinary 5ps, no ma=er how informa5ve or educa5onal they might be, will decline your overall Reach and will alienate your target audience. Secure Your Brand’s Digital Presence I can’t stress enough how indispensable social media marke5ng is for veterinarians. It’s 5me you took Facebook, Twi=er, Pinterest and Instagram seriously and considered it as a winning-‐strategy in your overall marke5ng efforts. Veterinary MarkeEng AZ provides specialized markeEng and adverEsing for veterinarians and animal hospital managers in the state of Arizona. We are deeply commiYed to each and every veterinary pracEce that we work with, consistently going above and beyond the call of duty simply because we thrive on our client’s happiness and their business growth. This commitment to the veterinary industry is triumphed with extensive knowledge of markeEng trends, emerging technologies, developing strategies and the ever-‐evolving mediums we use to deliver brand messaging.
Author: Kandice Linwright VeterinaryMarkeEngAZ.com