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Why Facebook's New Algorithm Means Your Practice Needs To Have An Active Facebook Page

January 18, 2017

I’m sure you'll agree that attracting customers in a repeatable, scalable and cost effective way is key if you want to make any business successful.

Louisa and the Costhetics team are some of the most well known (and expert) marketers for aesthetic practitioners in Australia.

For this reason, we've teamed up to let you know about why Facebook (in light of recent algorithm changes) is one of the the best opportunities right now...

And what the recent algorithm changes mean in terms of what you need to do to have success with the platform and ads (hint: you need an active Facebook Business page). 

Be sure to also check out http://www.costhetics.com.au/for-doctors/ to learn more about how she can help you if you need!

Google AdWords vs. Facebook ROI

With a million effective strategies for marketing, how do you know which one to choose?

The answer is simple: the one with an amazing return on investment (ROI). Facebook’s status as the best site for marketing is likely to change in the future, but for now it offers an outstanding bang for the bucks you invest…assuming you have a good strategy andimplementation.

Unless they want to spend themselves into the ground, small or medium practices can only invest time and financial resources in a limited number of marketing platforms. When starting out, a practice that wants to grow should focus on just three things:

  • Content marketing
  • Email marketing
  • A paid channel

It’s true that AdWords, Instagram, Bing, Snapchat, and others work, but they don’t work as well for aesthetic professionals as Facebook for these three key reasons:

  • Audience size –For a niche industry such as the aesthetic medical one, there are literally hundreds of thousands, possibly millions of people in your target market among the gazillions people that use Facebook. This allows you to scale your campaigns effectively and not run out of reach. On the other hand something more strange like enema supplies might be a bit more difficult.
  • Simplicity– The ins and outs of marketing on Facebook may seem like a Gordian knot, but the good news is that simple strategies can work extremely well. Unlike Google AdWords, which really does take an expert to utilise its techniques, even a novice can be up and running on Facebook relatively quickly and easily.
  • ROI –Thanks to Facebook’s enormous audience, the cost of getting attention with possible patients is quite low. For example, you can buy 1000 ad impressions on Facebook and spend just $10-$30, depending on your targeting. Clicks can be had for a dollar or two, sometimes less. This is significantly lower than similar terms on AdWords and is the key reason Facebook outdistances AdWords in the ROI department.

Yes, as your practice grows along with marketing budgets and resources, by all means branch out and do both Facebook AND AdWords, and Instagram, Snapchat etc.

But this article was written to help you find the biggest opportunities for your business right now regardless of your practice's size, and that’s on Facebook.

A quick disclaimer: no platform is necessarily bad or good. A great marketer can achieve good results with pretty much any platform.

OK Facebook Ads Rock! But why do I need a Facebook business page?

Previously, doctors would run Facebook ads for their practice, regardless of whether or not they had a Facebook business page and were posting regularly on the page.

Now, when a doctor or practice runs Facebook ads, it’s imperative to have a Facebook business page up and performing well with:

  • Regularly posted truly informative articles that get good engagement.
  • A 1000+ and growing fan base.

Why? The answer is algorithmic, my dear Watson!

Basically, Facebook has recently changed its algorithm.

Previously, having a nice number of fans simply improved your social proof, which, in turn, improved your visibility to Facebook’s algorithms and users.

Now, however, pages with good engagement and fans are ALSO offered better pricing for their ads.

The problem is also that a neglected business page can work againstyour marketing interests, leaving visitors with the impression that your practice may be maintained as poorly as your page.

In fact there has never been a better time to start building your page.

Up until just recently, mature pages with lots of likes had a significant advantage due to the number of fans being prominently displayed.

Now however, Facebook has deemphasised this number so that you really have to go looking for it to see how many fans a page has.

This makes it a lot easier for new pages to get off the ground without turning off visitors because your number of fans is still low.

3 Ways to Give Your Patients What They Want

Once you get Facebook likes and all those fans, what are you going to say to them? You have a few choices:

  • Solve their problem – describe a unique problem experienced by your patients and explain the aesthetic treatment or procedure that can solve it. In marketing-speak, we call these “pain points”.
  • Share a useful tip –offer a practical solution to a common problem or pain point. The idea here is to give something (knowledge) away for free. By demonstrating expertise, you gain trust and confidence. Then, your audience is more receptive to hearing about your paid treatments.
  • Ask them to share the fun –Engagement should be your main goal for running a business page. There are many ways to do this, but people generally want to be entertained in some way. “Caption this” has proven to be a terrific way to engage website visitors. Simply post a picture and ask visitors to write a caption for it. There are many other fun ways to engage your audience. Remember, social media is a two-way conversation, not just you blasting people with information.

Keep in mind that visitors are interested in more than just aesthetic enhancement. To keep them engaged, try posting stories about related topics they might enjoy, such as general health, diet, and even pop culture.

Picking a Needle Out of the Agency Haystack

Unfortunately, finding a great agency to manage your Facebook page and/or ads is harder than it should be. Many agencies are sub-par and use out-dated strategies that are DOA.

This leaves many practices feeling that “marketing doesn’t work” or “Facebook doesn’t work.” You can avoid this problem by evaluating the core competencies of any marketing agency under consideration.

Ask them:

  • Do you know the aesthetics industry?
  • Do you have a track record of marketing an aesthetic practice like ours?
  • Can you show us some examples of your work?

You can’t afford to be ignorant when you outsource.

We highly recommend trying your hand at Facebook ads and even Google AdWords before hiring an agency.

Check out some online courses and books by digital marketing gurus like Amy Porterfield and Gary Vaynerchuk. If you never learn enough about marketing to accurately assess the performance of a marketing company, how will you be able to tell if they are any good or not?

Lastly, another big advantage of using an agency is keeping up with the latest changes.

These changes come at a fast and furious rate, making it nearly impossible to know what’s what if you don't have time to keep in the loop. If your practice doesn’t have the resources to maintain an engaging and relevant Facebook page for your aesthetic practice, outsourcing is an outstanding alternative, provided you hire a good agency.

Facebook is our preferred paid channel right now. But that may (and probably) will change in the future. A good agency is likely to be able to see around the corner and anticipate that shift earlier than you might on your own.

Their prescience gives you a jumpstart on your competitors and turns you into an early bird…and you know what theyget!

If you're looking for help be sure to also check out our marketing services for aesthetic practitioners!

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