Mastering Paid Advertising on Facebook

Over the last few months, you may have noticed your Facebook organic reach steadily declined. Posts, pictures, hashtags, videos—you’ve tried them all, yet the numbers stay within the same range consistently or don’t budge at all. Then one day, you notice the “Boost Post” button and everything changes.

facebook-1There are differences between simply boosting a post and creating an advertisement, though both create similar effects. While you may be weary to start shelling out bucks, Facebook advertising does have its benefits and as of now, it’s being adopted by millions of users and marketing companies.  Facebook has a hugely diverse audience, allowing you to reach as many people as with radio or TV advertising.  However, with Facebook advertising, you can target precisely to users with interests that pertain to your business and detailed demographics on a relatively low budget.

There are a few things you can do to make your Facebook advertisements stand out. Firstly, write copy as you would for a print advertisement. Make it compelling, eye-catching, and clickable. Always include a graphic of some kind whether it’s hand-crafted by a graphic designer or a stock photo. Secondly, always use ads that are placed within a newsfeed. According to the Marine Software Social Index report from Q2-Q3 2013 as reported by Social Media Today, newsfeed ads attained a 44 times higher click through rate (CTR) than right hand side placed ads. As an added bonus, newsfeed ads achieve 67% lower costs per click than right hand side ads.

Always be sure to make your ads mobile-friendly, as many people scroll through Facebook almost exclusively on their smartphones. Facebook recently introduced a custom audience feature that allows you to target advertising by uploading email lists, phone number lists, Google+ circles, and more. If your email marketing is suffering, moving your email list contacts over to Facebook can be an effective strategy to recapture the attention of silent consumers.

Don’t fear Facebook’s advertising model. A small budget can work wonders, and as of now, Facebook isn’t totally paid or pigeon-holed—you have a variety of options. In the long run, investing in social media means investing in the inevitable future of your customer base. Play around with your audience to see what strategies work best for you.  If you’re interested in starting the journey to effectively marketing your business with us on social media and beyond, contact us today.  Be sure to connect with us, McCauley Marketing Services, on FacebookTwitter, and Google+.

Meeting With Us? Here’s What You Can Do to Prepare

The McCauley Marketing Services team has evolved to serve mostly medical clients, for whom we provide services including websites, graphic design, copy writing, social media, and more. Our main goal is to help you develop and maintain a profitable business through the development of strategic marketing and public relations tactics. An important part of our ongoing client relationships are productive meetings–especially the ones early in our partnership. Below, you’ll find a few things we like to cover with new clients initially that can also be revisited at any time by our more seasoned accounts.

Goals:

business-meetingAsk yourself or your team: what do you want to see happen with your marketing in correlation to your business growth? Consider both short- and long-term goals before our meeting. Rather than vaguely stating that you’d like to see more patients, be specific. For example, we may pose questions to gauge if you’re aiming to see a 5% increase in patients over the next six months, or want to get to 1,000 fans that truly have the potential to turn into clients or patients on social media by the end of the year. By being specific, we can make sure we are satisfying your ideal outcomes that you had in mind when you hired us as your marketing team.

Team:

Though the most effective marketing results are certainly team generated, if you have more than one go-to person managing edits and changes to marketing efforts, you goals will either not be reached or be severely stalled. Have one key point of contact to manage the input from your entire time to streamline the process.

Budget:

Be clear and realistic with what you are willing and able to spend. To work with you on the development of a marketing strategy, we want to do all we can within a budget to reach your goal. As a small, tight-knit agency, your budget is irrelevant to us pertaining to how much money we receive from you. Rather, the focus on resources we can utilize to produce the best results and achieve your goals and profits you desire.

Target Market:

Take the time to lay out for us your ideal patient or client who you see most within your practice, as well as who you’d like to see more of. This is extremely important when developing your strategy. If your practice sees many young people, focusing heavily on social media will reach a good percentage of them. On the other hand, if you see mostly seniors, a mix of marketing tools and tactics will likely be more effective.

It’s also very helpful when our clients disclose their strengths and weaknesses so that we may focus on each accordingly. If you’re interested in starting the journey to effectively marketing your business with us, contact us today.  Be sure to connect with us on FacebookTwitter, and Google+.

How to Make Your Social Content Shine through 54.2 Million Facebook Pages

You read that right: current statistics indicate that 54,200,000 million pages now exist on Facebook. According to an ongoing study from Socialbakers, the average American likes an average of 70 pages on Facebook—a huge jump compared to the 4.5 average for pages liked in 2009. These 70 pages average more than a post per day. That’s somewhere near 2,100 updates each month that each user is meant to see. When you’re one of them, it’s hard to grasp and strategize how you can shine through these many other pages. With this huge increase in posts, reaching your engagement goals can be difficult.  To increase engagement, giving attention to content quality, frequency, and posting times can help. Here are some other helpful tips to focus on to keep great social content at the forefront.

social media click farmsBe credible. At McCauley Marketing Services, we focus largely on medical marketing; therefore we must always put dependable material first.  Never share content solely for clicks or likes—be trustworthy and check your facts.

Incite conversation. We understand you want to inform your audience of your services and products, this often leaves little to no opportunity for discussion. Instead, include starting a dialogue and asking questions people want to answer on social media in your marketing plan.

Exude emotion.  Yes, facts can be interesting. Instead of having them take up your whole feed, mix in content that provokes a reaction that doesn’t make people want to scroll past your posts immediately. Be enthusiastic in your posts—negativity is never a good idea.

Ask for sharing until you no longer need to. Likes and comments are great, but a share goes a long way when it comes to getting your content seen. In the beginning stages of attempting to increase social media engagement, you may need to ask for this. As time goes on and your content gets better, people will want to do it on their own.

Illustrate their minds. Whenever you can, have a visually-stimulating component to your posts. Whether that’s transforming a simple text quote to a colorful graphic or finding an applicable photo to complement your content, this is a great way to stay on-trend with current marketing practices and please an ever-changing audience.

What would you add to this list? Head over to our FacebookTwitter, and Google+ pages and let us know. For more on creating engaging social content, contact us today and learn the latest in marketing trends and tools.

How to Address Online Reviews

There’s no denying we live in a technological age where information is readily available from just about anywhere.  Long gone are the days where word of mouth recommendations were the most “social” way a business could potentially gain new customers.  Today, the influx of peer review websites demand businesses take notice of their online presence.  At McCauley Marketing Services, we diligently monitor the online reputation of our clients to not only get an idea of what is being stated about their business or product, but also to further strengthen their brand.  A common concern we hear from our clients are, “how do I address online reviews?”  Simply put, with three easy steps.

online-reviewsMonitor.  This is probably one of the most important things you should do in regards to staying abreast of your online reputation.  In order to know what people are thinking/saying, you must find where they are sharing their thoughts about you and your business.  Routinely search for your company by covering all major search engines result pages (think Google, Yahoo!, Bing, etc.), but don’t just limit your search to the first few pages.  Some review sites are niche-specific and may not appear on the first three pages of results.  Just because there isn’t an aggregate star rating next to the URL doesn’t mean the site doesn’t allow peer review.  Any website that has an online listing for your business should be recorded in a word document or excel spreadsheet and checked periodically to see if any new activity appears.  Even if you set up alerts to notify you when a new review appears, it’s always best to rely on your own investigation to ensure recent activity doesn’t get missed.   

Respond.  So you’ve seen the main scope of your online reputation.  Now what?  Simply put, it’s time to take charge.  You should claim any business listing to ensure that you can maintain accurate business information, and also so you can personally address any reviews that are left.  Regardless if it is a negative or positive review, potential customers will see that you are actively taking notice to what is being said and actually engaging with customers.  It’s important to remember that customers will appreciate genuine responses rather than contrived, robotic ones that are the same for every reviewer.  Be sure to personalize the responses to show you are paying attention to the customer’s needs.  The tricky part with peer review sites, social media networks included, is that you can’t always tell who is leaving you a review.  Even if you think a review is false, it is best to address the review in a professional manner.  Acknowledge the issue presented and offer some sort of resolution, such as inviting the reviewer to accept an open line of communication to further discuss the matter in private.  This then puts the ball back in the customer’s court and shows readers that you took action. 

Encourage.  An even better way to combat negative feedback is with positive feedback!  When you have customers who are happy with your service, encourage them to leave you a review.  Offering incentives to happy customers for taking the time out of their busy schedule to review your company can also be helpful.  Another valuable investment towards maintaining your reputation management is to create a flyer or postcard-sized form detailing how customers can help.  Printed instructions are tangible reminders to take action and can also help those less-tech savvy customers through the review process in the comfort of their own home.

If you have a few discouraging reviews, remember that having a mix of positive and negative reviews isn’t necessarily a bad thing.  Bad reviews can show customers that you’re indeed human.  Mistakes happen, however, taking ownership can go a long way.  If you’re interested in learning more about maintaining your online reputation, contact us today and learn the latest in marketing trends and tools. Be sure to connect with us on FacebookTwitter, and Google+.

Using Testimonials for Medical Marketing & Promotions

Testimonials are an important part of many businesses spanning across nearly all industries. They are especially imperative for those in the medical profession, as people often look for real experiences from patients who have already had procedures and treatments they are considering. When you include testimonials on your website, they give potential patients or customers a sense of ease and air of confidence from thoroughly conducting pre-surgery research. Below, find a few ways you can optimize your testimonials and be seen as a trustworthy, honorable medical provider.

medical marketing and testimonialsYou should know the target demographic for your patients (if not, we can help). Select testimonials based on people who are in this demographic to increase a sense of relatability and identity to the patients who are researching you. Include a wide variety of people who may fall into this category. For example, if many middle-age women inquire about the medical services offered within your practice, consider including testimonials for women in similar stages of life that you have already worked with.

Don’t be afraid to ask for details from your patient. Just saying they are happy with their results isn’t quite convincing. The worst that could happen is that if they had a negative aspect of their experience that didn’t sit well with them, you will get an honest opinion and be able to make changes for the future.  Ask about their favorite part from the experience or the difference your services have made in their lives. Testimonials with these details make quick and easy social media posts that also can increase fan engagement.

When you’re fortunate enough to get a long, thoughtfully written testimonial, use it. While some advice out there suggests you should only use short blurbs to encourage readability, a longer narrative can come across as more realistic, as if the reader is asking a friend for guidance.

Testimonials are often searched for before a patient would even contact your business, so consulting a medical marketing company to increase SEO is important. Do you personally search for and trust testimonials? Head over to our FacebookTwitter, or Google+ and tell us. For more marketing ideas specifically tailored to your business, contact us.

« Older Entries