When it comes to multi-channel marketing, marketers for healthcare organizations and facilities can’t afford to ignore social media advertising. And Facebook is a great channel for reaching prospective healthcare consumers and current patients because it’s the dominant channel for consumer social engagement.
Marketers can post and promote all the great content they want on social media, but it will do little good if that content isn’t relevant, useful, interesting, and uniquely designed for consumption on a social media platform. Meeting those four criteria is by far the best way to get your audience to notice your content, read it, and respond to your call to action or comment and share with their Facebook friends, meaning you get more mileage out of every post.
So, how do you craft relevant, useful, and interesting content for Facebook? Read on for some tips.
4 ingredients necessary in every Facebook post
Gathering demographic information so you can create targeting groups that match your ideal audiences is step number one for any marketing campaign, especially on a platform like Facebook that is so diverse. Work to understand the predominant demographics of Facebook users and optimal engagement times. Then learn what your specific audience shares and likes on Facebook. Study what your competitors are doing successfully. And watch how industry leaders are sharing their content through the platform.
All of that insight lays a strong foundation for you to build your content on. Then, when drafting content for those audiences, make sure it meets all of the following criteria:
- It should teach readers at least one bit of new information or answer at least one question they have, which you can glean from your demographic research. The information can range from general information like you find in a blog post – “Gestational diabetes affects 18% of women during pregnancy.” – to strategic information like you find on a website or in an ad – “Taking a heart health assessment could very well save your life.” One simple way to find new information to impart: Tell your audience about a trend and expand on that just a bit. Or consider cutting-edge insights about what is just around the corner for orthopedic care or neurology. This kind of insight is ideal for an eye-grabbing headline or text on an ad image.
- Make it interesting. Real people are reading your content, and if they don’t find it engaging, they’ll skim right over your ad or post. Facts, statistics, metaphors, analogies, and short, funny anecdotes are great ways to keep people interested. Avoid technical language and keep a conversational tone, using words and phrases easily understood by people who don’t have medical training.
- Make sure your content speaks directly to the issues and struggles the people in your audience are actually dealing with. General ads can be great for overall branding, but when you want your campaign to encourage people to act – click on a health-risk assessment, click-through to a service line landing page, schedule an appointment, etc. – you need to use your audience insights to speak more specifically. People with high cholesterol, people with metabolic syndrome, and people with diabetes, for example, would all be interested in different content. Make your content relevant to your audience and your campaign goals. When the content speaks directly to where a consumer is in life or in treatment or in dealing with a chronic disease, the reader will stay interested and want to respond to your call to action or read more. That early research has an important role here: writing properly relevant content comes from more than knowing enough about the subject of your content – you have to also know about who it is being written for.
- Keep it short. For organic posts in particular, Facebook’s algorithm favors short text posts. For paid content, there are character limits for headline, link description, etc., so if you keep your copy short, you’ll get more eyeballs on all of your content. Multiple sources say 40 characters or less is ideal, but you can go a little longer than that. According to one study, Facebook posts with 80 characters or fewer receive 88% more engagement than longer posts.
The bottom line is that while Facebook is an essential channel for healthcare marketing, it doesn’t have to be a mystery or a struggle. When you combine a solid understanding of your audience with the right engaging tone and content for a social setting, you can stand out from the crowd and engage more healthcare consumers.
Want to go deeper?
If you want to learn more about the power of Facebook to reach and engage more consumers, plus gain service line specific tips, check out our “A Modern Marketer’s Playbook for Facebook Service Line Marketing” guide.