Social media for PT can be a powerful, effective, and often completely free marketing platform for your practice. By creating and maintaining active profiles for your clinic, you can communicate your practice’s mission, news, and updates to followers with literally the click of a button. Social media marketing for your business is quite different from using social media in your personal life. You want to follow marketing best practices and still be fun and engaging to really see results from your social media profile.
The first step for effective online marketing is to create your practice’s accounts and social media profile. You should do this for every main social media platform even if you don’t plan to be active on that account. Why? Because you want to protect your brand’s digital identity and avoid having another clinic (or worse an imposter account) take your practice’s preferred username. What platforms are must-haves for your social media marketing? Facebook, Twitter, and LinkedIn. You want to have complete profiles and be actively marketing on these three platforms.
Every social media profile should include your practice’s:
Each platform is different—Facebook likes longer statuses, Twitter is short and sweet, and LinkedIn is largely for professional use. But in general, you should post educational articles, clinic news, and patient success stories (with written permission from the patient). Your goal is for people to share your content, which leads others to like your page, visit your website, and call in for more information. Everything you post should link back to your website to ensure the content is attributed to your practice and that people know you are the experts to see for PT.
Some examples of social media posts include:
This can depend on your audience. The goal is to post content that is engaging and informative so it’s quality over quantity. Typically, twice a week is a good starting point to determine your followers’ level of interaction and to test different types of content. You might also find that you can post 3-5 times per week to Twitter and see growth whereas you may only post 2-3 times to Facebook to avoid losing followers.
LinkedIn is a powerful social media platform for physical therapy practices because it is primarily a business to business tool. The goal is to use LinkedIn as a networking platform to showcase your practice’s specialties and build relationships with physicians and other referral sources. You also want to have other key team members from your practice active on LinkedIn. The owners, marketing, and referral coordinators should post from their professional profiles. Then, they should share your practice’s updates to add credibility and strengthen your network with local physicians.
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