4th Commandment of Internet Marketing for Urgent Care, “Thou Shalt Be Socially Relevant To Thy Audience”! – Social Networking
This is the fourth of a 10 blog series. To get the most out of this series it best to read them from the beginning as they build on each other. Click Here to view all of the blogs in this series. These are the top areas Urgent Care clinics struggle with when it comes to Internet Marketing. It can be a tricky task, but these 10 commandments will help.
This commandment focus on Social Networking.
If a 20 + year old local business is asked, “What’s been your best form of advertising?”, 9 times out of 10 the answer is “word of mouth”. The impact of peer recommendations is a strong one and it won’t be changing any time soon. The only thing that has changed is how the recommendations are given.
Back in the 1800’s they were given by a direct person to person word of mouth. If someone felt compelled to give a glowing review it wouldn’t happen otherwise. Since communication and transportation weren’t as advanced as it is today it can be imagined that very few people would go out of their way to tell someone about a business experience they had. The same goes for the next development, regular mail. (slow and requires effort) It would come up in conversation or maybe have a letter written, but that’s about as viral as it got.
In the 1900’s technology made word of mouth easier to spread. The first main tool was the telephone. Instead of making an across town trip to tell something to someone all that was needed was to pick up the phone. This made word of mouth even faster. Towards the end of the 1900’s we had the internet and email. Email made it easy to give that recommendation to a list of people all at once being the most efficient way to give word of mouth recommendations. The only problem is that not too many people feel inclined to write a testimonial and email it to their contacts list without some form of prodding or incentive from the company wanting the good press.
Today Social Networking is the best way to spread word of mouth advertising. By being relevant on the key social networks of a target audience an Urgent Care clinic can gain interest from a potential patient and then have them see the current information and interactions with existing happy (or unhappy) patients. These Social Networking users can also see weather or not any of their friends have connected with that Urgent Care clinic. 90% of all people trust peer recommendations and the easiest recommendation is a passive one. Without even asking, a user can find valuable information from their network and base a buying decision on the actions, connections, reviews, etc they find. If there’s nothing relevant about that business found then the chances are that another Urgent Care clinic will be chosen.
5 other key reasons to be relevant on Social Networks:
– Social Networking it the #1 activity in the world
– The average user is on Social Networking sites for over 30 minutes at a time
– The release of the Ford Explorer on Facebook generated more traffic than a Super Bowl ad
– Social Networking is used heavily by all buyer age demographics
– The average person ages 18 – 35 sees more ads on Social Networking sites than on TV
If social networking has not been a major part of your Urgent Care Marketing strategy the time has come to make a change. Also, you may have an active strategy, but it feels like there’s not been a return on the investment of both time and money. If either of these scenarios sound like you we can help. It all starts with our free consultation. Click Here to request your free consultation.