So many social networks, so little return for your efforts.
If you ever needed proof that marketing your practice via the major social networks isn’t worth the time you spend (or the agency fees you pay), this infographic from JumpThru puts the issue in sharp focus. The fact is that even though women dominate Facebook, Twitter and Pinterest, they don’t necessarily trust the sites when they’re seeking advice, researching products and services or making purchasing decisions.
Considering that women also account for roughly 90% of all aesthetic procedures that means you can turn off a lot of potential patients by pushing the wrong message at the wrong time in the wrong place.
So, where should you market your practice? As the folks at JumpThru note, blogs engender more trust and drive more action than any of the three big social networks. It may be a blog on your practice website, contributions you make to other blogs or even answers you provide to questions in online communities.
In fact, many forward-thinking marketers are recognizing that specialized online communities offer a better ROI than Facebook, etc., because the users in them are, by definition, deeply interested in the issue at hand. They’re not looking for fun or entertainment; they’re looking for information they can use to be confident that they’re making the decisions that are right for them.
“Know your audience and where they like to get information,” says social media strategist Peter Shankman. Once you do that, you can save the time and effort you’ve wasted on Facebook, Twitter and Pinterest and put it to better use finding the outlet that delivers your message to your target audience.