According to data published by CEFRIO for 2016, 35% of Quebecers aged 65 to 74 use Facebook. In 2018, people aged 65 and over made up more than 10% of the platform’s users, a proportion that is trending upward. We also see that people in these age groups are generally more engaged with the social media posts and ads aimed at them.
Our experts’ tips for standing out on social media
Now let’s get serious! Unfortunately, simply creating a “Business” page on Facebook or another social network isn’t enough to enjoy the benefits of these platforms. You need an effective posting strategy that takes into account the few tips we share here.
- Choose the right platforms
Facebook, Instagram, LinkedIn, TikTok… Which platform(s) should you focus your efforts on? It’s important to think carefully about your goals and select the social networks that will help you achieve them. Each platform has its own features and advantages. So rather than spreading your efforts and resources thin to be everywhere, it’s better to select one or two social networks. This supports an effective presence on them, making it easier to stand out. You also need to plan the time and resources you can devote to managing social media. That’s another factor that should definitely guide your choice!
- Post regularly
Whichever social network(s) you choose to prioritize, make sure you post regularly. A consistent presence not only keeps your followers interested, it’s also beneficial from an algorithm standpoint. Generally, pages that post consistently, without overdoing it or spamming, are seen by the algorithms as more relevant and of higher quality. This can help encourage follower engagement (interactions) with your posts organically, meaning without having to spend money on ads.
- Be professional
Professionalism is always called for in your interactions with your clientele, even when those interactions are virtual and take place on social media. So don’t neglect the quality of your posts, particularly the quality of the visuals, as well as spelling and grammar.
It’s also always best to avoid negative posts, such as those aimed at competitors. It’s essential to avoid sharing content that is controversial or comes from unverified sources. Even if you have opinions as individuals, they shouldn’t interfere with your business’s identity, as this could seriously undermine your credibility.
- Show your true colours
Social media is the tool of choice for communicating a business’s identity and values. Seize this opportunity to show your human side and build real connections with your clientele. For example, share photos of your team, the clinic and everyday life at your business. This way, potential clients will feel like they already know you, which encourages them to choose you over a competitor. They’ll tend to remember you, because you’ll have already built a bond of trust.
- Your website: a showcase you shouldn’t neglect
We all know that today, a business needs a modern, user-friendly website. It’s a communication tool you can’t afford to neglect, since it lets your clientele find all the information they’re looking for. In a social media strategy, you also shouldn’t overlook your website’s visual appeal and effectiveness. Although Facebook or another network may be the first point of contact with potential clients, chances are they’ll eventually be redirected to your site. If your social media posts are attractive and effective but your site doesn’t convey the same things because it’s outdated, the bond of trust with the consumer may break. There may then be a conflict between the image conveyed on social media and the one perceived on your site. The client could feel disappointed; the bond would break, because you would then seem to be selling “lies.”
As you can see, maintaining an effective presence on Facebook, Instagram and other popular platforms is no easy task! If you need a hand managing your social media presence, think of the healthcare marketing experts at Virus Santé Communication.
