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SM & Your Eyecare Business: Glazier’s Six “C’s” of Facebook Marketing - Lesson 64

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So you’ve got a Facebook page! Now what?!? Marketing on Facebook isn’t just “set it and forget it.” There are many ways to promote your page, ways to promote on your page and features to add to your page to make it a more effective marketing tool. Getting creative and breaking new ground is ultimately the plan, but for basic Facebook marketing, developing ideas within these categories is likely to give you the most “bang for your buck.”

Content

A key to all your online marketing efforts, not just Facebook is creation of original, interesting content that has more value to your audience than to yourself. Content is what keeps people on your page longer, brands your business and establishes you as an expert and thought leader in people’s eyes. These things bring value to people making it more likely they will share your page with their network, which is ultimately what you want. Content includes interesting posts, links, videos, photos and other means of transferring information to your followers.

Charity

Charitable efforts are a draw across the social media spectrum. The idea of “social good” fits nicely into the world of “social media” and companies hosting charitable efforts through their pages are often highly regarded in the eyes of their followers, and their followers-followers which draws additional attention. My first Facebook effort provided a free eye exam for someone in need for every 100 people who “liked” the page. I attracted over 1000 followers quickly and received amazing press for the effort – watch this YouTube “video” to see how we promoted it.

Contests

In real life as in virtual life people love to win stuff. Contests are a great way to draw people to your page. Consider a drawing where you give away anything from a free pair of non-Rx designer sunwear to an iPad and anything in between. You can even combine the contest where people gain entries by “liking” or “checking-in” at your location via Facebook, Foursquare or Yelp or even for writing a review of your practice online. We have implemented this successfully numerous times – here’s a “link” to a blog post of someone who won an iPad and drove hundreds of eyes to our page.

Connections

Growing the number of people who connect to your Facebook business page is a key part of your Facebook marketing effort. It’s not only the number of “Likes” that are important, but who “Likes” your page that is also key. Certain people are highly “connected” to other Facebookers. Identifying these connections and marketing directly to them is important. Identify those who have a high network influence and offer them something to talk about your business or Facebook page. Identify these key social media players by checking them out on Klout (see “The Conversation, Lesson 57”).

Crowdsourcing

As you grow your Facebook following, you obtain something more valuable than a bunch of eyeballs who may waltz in to your practice; you obtain a network of people who can offer opinions, answer questions and provide market research for free if you can pose the right question. Recently redecorate? Put a Facebook poll on your page asking your patients what they thought about your new design. Thinking of bringing a new frame line into the office or promoting another product? Ask your audience what products they are interested in purchasing.

Custom Tabs

Custom tabs refer to the options that are available to a page-user down the left-hand side of a Facebook page. Tabs can be uploaded for purposes of scheduling appointments, reading internet reviews of the practice, any kind of app that the practice might find helpful for patients, tabs that point to contests etc. Loading your page with interesting tabs sort of falls under the first “C” – Content - but is different as it becomes a functional part of the page. For an easy-to-use app system, check out NorthSocial.com, which has many innovative and interesting tabs you can add to your page. Also, check out Demandforce.com, which can add an appointment schedule and social review tabs to your page. If you do, be sure to tell them you saw this blog and you’ll get a free months worth of Demandforce in the process!

As always, I look forward to your comments and questions!

- Alan N. Glazier, OD, FAAO
Author: Searchial Marketing: How Social Media Drives Search Optimization in Web 3.0
Founder/CEO
Shady Grove Eye and Vision Care
Rockville, MD

Twitter Handle: @EyeInfo
Blog: http://www.youreyesite.net
Website: YourEyeSite.com

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