How can I do this?
We’ve created content around why you should invest in digital marketing, here, so we’d advise having a read of that one to give you a good grounding in this area first. Here, we want to delve a little deeper.
Social media: organic and paid advertising
The advertising element of social media can seem daunting at first, but it’s actually very simple once you get the hang of it. When you do, you’ll be able to market directly to your target consumer profile with the push of a button. It really is worth developing.
There are multiple ways in how you can do this, however, and this is what we want to help you understand first of all.
Organic social media advertising is very simple. This is when you post something without putting any money behind. It could be, for example, an article on a new piece of technology or frame brand you recently acquired. You just share the content on whatever social platform you’re using, and that’s it.
Facebook, for example, is primarily an advertising platform - it generates money by running ads. Therefore, it makes sense that paying for an advert allows you to put your services in front of a lot more people than just posting organically.
An organic post is only put in front of a certain number of your existing followers (yes, not all of them). A paid ad, on the other hand, allows you to target customers right down to a specific postcode. This can, for instance, be as simple as ‘boosting’ that organic post on the new piece of tech or acquired frame brand.
However, we know that platforms such as Facebook change and update their user algorithms all the time. This means that there are certain best practices to adhere to, and to keep on top of, if you want to maximise any organic potential you might have. This is unrealistic: you’ve got a practice to run and this takes a long time. So, to successfully advertise your services, you need to implement both.
Build your organic presence through sharing new content, customer testimonials, new products, new technology: anything that will enhance a consumer’s journey through your practice. Why should they come to your practice?
Supplement this by boosting/advertising the content you feel consumers need to read/watch/listen to in order to get them into your practice. Our Personalised Marketing service can help you put together complete strategies to achieve this.