The default mode for a lot of health practitioners seems to be: 'Hey, I don't want to give money to Facebook, Google, Youtube... I'd rather much do this organically." And while this may have worked a decade ago, it doesn't work well anymore.
In this video, I want to talk about the idea of nurturing prospective patients with ads.
Competition is getting a lot higher because more health practitioners are actively posting on social media, so there's more "noise" in the FB newsfeed.
Because of COVID, a lot of health professionals have embraced online marketing. As a result, it's created an oversupply of information around health and wellness. And at the same time, our consumer audience is cognitively a lot more overloaded than they were 18 months ago... because most of their life is now happening online.
Plus, online trends indicate that there's a rapid movement towards short-form content like TikTok – presumably because people's attention span is becoming shorter and shorter. This is why less people are reading emails and engage with longer form content such as webinars.
The bottom line... you can't beat the algorithm with just organic social media marketing to capture your audience's attention.
When it comes to marketing your practice, creating and promoting content are two different things. Ads are really powerful because now, without working harder, you can use ads to promote content, increase your exposure and show your content to your audience more reliably... you're not at mercy of the algorithm!
If you are a local brick-and-mortar practice, and you want to expand to a more regional level, video ads are the smartest way to expand your audience. With a limited budget and only a handful of videos, you can target consumers to watch your videos and build awareness... as I explain in more detail in the video.
Ads leverage what's called the 'mere exposure effect' – where regardless whether people consume your videos, it still creates an impression on them. The more you see something, the more familiar you become with it. People develop an affinity to you and your brand simply by seeing your branded videos in their newsfeed!
This is how your practice can stay top of mind, and this is why brands like Coca-Cola and Pepsi are still running advertisements decades after their products were created.
If you're interested in getting ads and video marketing dialed in for your practice, we can help!
Simply fill out our practice health check-up to see how you stack up in all the areas of your marketing and then schedule a strategy session to figure out what the next best steps are for you!
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