We’re not beating around the bush when it comes to the benefits of Instagram marketing.
Is Instagram really worth it? This is a question we get asked a lot, and the answer is a resounding YES. A fan-favourite amongst celebrities, brands, consumers, and the platform’s more than 700 million users, it’s become clear to us that this photo and video sharing app is here to stay. As the masses flock to their feeds to post selfies and browse images of latte art to their heart’s content, your practice should be taking advantage of this opportunity to engage with your target audience. Instagram marketing can help you build your brand, engage with potential patients, and drive conversions; here’s how.
Curate your brand identity.
Instagram marketing is arguably one of the most effective ways to define and showcase your brand’s identity and increase brand awareness. In an age where we’re no longer likely to read and digest mission statements and CVs, Instagram is an opportunity to show existing and potential patients what you’re all about by curating information about the products and services you offer in a visually enticing way. Share inspiration (#inspo), ideals and dreams with your audience. Create a story, a feeling, an experience around your brand.
Hey, follow us on Instagram!
Social media moves fast and Instagram gives you a way to inform quickly – providing potential clients with a chance to learn and move towards booking that consultation. That is the ultimate goal, after all.
Many practices have trouble viewing Instagram as a sales driver. It’s easy to see why; besides the main link in your bio (and the recent addition of a “Contact” button and linkable location tag for business profiles) there aren’t many ways to seamlessly direct users to your website. And yet many of our clients have noticed their active Instagram accounts are leading to the highest website visits from a social media network (Facebook is still often number one).* When used correctly, Instagram is a great marketing tool for promoting your products and services–and yes, driving conversions and sales.
In this industry, there’s no stronger selling point than visual proof of your products and treatments in action. Use your profile to show customers how your services can impact their lives—post before and after photos of your patients, announce promotions and special offers, and visually showcase the ways you can provide solutions to your patients’ concerns. Instagram is essentially a visual marketplace, and when used correctly, it certainly has the potential to generate leads and directly influence patient decision-making.
Another way to increase brand awareness and drive conversions? Advertising on Instagram. The app now allows businesses to create ads and target specific audiences based on location and other demographics like age, gender, interests and behaviours. What does this mean for you? The people seeing your ads are those most likely to be interested in the products, services, and treatments you offer.
With over 1 million users taking advantage of this feature, Instagram ads—in the form of photo ads, video ads, carousel ads (with multiple images), and even ads within Instagram Stories—have been proven effective for audience growth, increasing awareness and engagement, and even leads.
After years without, Instagram finally introduced a built-in analytics tool for business profiles (can you hear us cheering through the screen?). Their Insights tool can help you measure how your content performs, so that you can make adjustments to your Instagram marketing strategy as-needed, and make sure the content you’re posting is what your audience wants to see.
Some of the most useful information comes in the form of Instagram Follower Analytics. The tool gives you access to demographic information including location, gender, and age to help you better understand your audience. Instagram analytics also shows you your follower growth rate. While the number of followers you have won’t make or break your success on the platform, the rate at which you gain followers is often a direct result of what you’re doing and posting. If you see a rise in followers, take note of your recent activity: what kinds of photos and videos have you been posting? Did you host a giveaway that required a follow to enter? The same questions should be asked if you see a decline in followers.
Another ultra-important number you should be paying attention to? Your engagement rate–meaning the number of likes and comments divided by the number of followers you have at the time of the post. This number can give you some insight into which posts are resonating best with your audience, as well as the best time of day to post your pictures and videos.
Besides information about your followers, Instagram also provides data on impressions (the number of times your posts have been seen), reach (the number of unique accounts that have seen your posts), website clicks (the number of users who have clicked on the link in your Instagram bio), and follower activity, which can help you determine when your audience is most active on Instagram.
Connect with patients.
Every photo posted to Instagram should be viewed as an opportunity for engagement, growth, and connection. You should treat all of your followers as potential patients; because they are. Always respond to comments and questions, and interact as you would if the patient was sitting in your consultation room.
Research and add relevant, industry-specific hashtags to your (well-thought-out and well-written) captions to gain more exposure and lead people to your profile who may not have found you otherwise. If it’s appropriate, you may also want to follow some of your followers; if they post a photo that’s relevant or intriguing to you, consider it an opportunity for further engagement and interaction. Feel free to “Like” their photo or leave a comment.
The newest additions of Instagram Stories and Instagram Live Video give you additional opportunity to connect with patients on a level that other social networks simply don’t allow for. Take advantage of these features by showcasing behind-the-scenes pictures of your staff and partners. Put the “insta” back in Instagram by capturing real-time video and giving your followers a chance to instantaneously interact with you in a more casual way. Never take yourself too seriously!
If your clinic has an active Instagram account, you are well on your way to increasing conversions. At Victory Media, we have a comprehensive Instagram marketing program. We do all the footwork, from optimizing and managing your Instagram strategy, to engaging with your existing and potential fans to get more eyes on your brand and onto your website, and delivering custom analytic reports. Get started with us today!
*Based on the subjective analysis of Victory Media Inc. managed Instagram clients with goals and lead tracking set up as part of a comprehensive analytics program.