5 TIPS ON MARKETING YOUR PRACTICE AND WHY IT MATTERS

Marketing for a practice is just as important as a retail store or online business.  With patients having the ability to choose their general practitioners and their specialists alike, it's more important than ever to have a marketing strategy so you aren't lost in the mix.  Long gone are the days of there being only one doctor in town that everyone went to see with no questions asked.  Now, people have the opportunity to make their decision based on patient feedback, ratings, etc.

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2018 BUSINESS IMPERATIVE

Have you begun your business planning for 2018? If you’re looking for a few places to start, I’d like to offer some recommendations.  The process of putting together a detailed plan is what I refer to as The 2018 Business Imperative. There’s an old adage, “If you aim at nothing, you’ll hit it every time.” Quite frankly, we work too hard to let that be the case.

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DID FACEBOOK SELLOUT?

Over the past few years, many firms have realized the advantage of a well-planned social media strategy. The reach and pervasiveness of social media makes it a valuable component of an effective marketing campaign.  Facebook led the charge as individuals quickly adopted the platform.  Facebook literally changed the use of the word “friend” from a noun to a verb.  However, the question now being asked is critical for any small business, “Did Facebook sellout?”

….FULL ARTICLE

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know I’m a major proponent of incorporating videos into your marketing campaign.


In recent weeks, several of my clients have been pleasantly surprised by the performance of their Facebook ads.  Let me give you a quick explanation of why buying ads is a more strategic way of marketing:


Relying on organic reach is untargeted. There really isn’t a strategy in simply throwing content over the wall and hoping it goes viral.  You’re depending on other people’s engagement to achieve your desired effect.


Buying ads allows you to specifically target demographics including age, gender, job titles, interests and geographic location.  You can basically buy the exposure you want/need for your campaign.  It’s not a guarantee.  There are many other factors at play.  Ads help you to get the exposure you actually want. Conversion (getting the target market to act in an intended manor) is still up to the strength and effectiveness of the message you’re trying to convey.


Nonetheless, even if you don’t buy a Facebook ad for each post (and you shouldn’t anyway), several well-placed ads can draw people back to your Facebook page where they’ll be able to see other posts and information.  Ideally, your Facebook page will also lead them back to your website where more substantive information resides.


As with most other marketing tools, if used independently, the results will be lackluster.  The key is to develop a coordinated campaign integrating the information formats, types of promotion and placement.


You can decide how best to answer the “selling out” question for yourself. It’s often a matter of perspective. The way I view it comes down to this: Whatever Facebook is doing, they’re selling.  At the end of the day, Facebook’s stockholders like the way that sounds.  Guess we’d better get used to it.

Over the past few years, many firms have realized the advantage of a well-planned social media strategy.  The reach and pervasiveness of social media makes it a valuable component of an effective marketing campaign.  Facebook led the charge as individuals quickly adopted the platform.  Facebook literally changed the use of the word “friend” from a noun to a verb.


However, the question now being asked is critical for any small business, “Did Facebook sellout?”


In the early days, it was relatively easy to simply post a comment or article and watch with utter excitement as the information garnered “likes” and “shares” from people seemingly everywhere.  That usually included many people you didn’t even know.  Thus, the effective reach of a Facebook post made it a valuable marketing tool.


Now the environment is changing.  It’s become increasingly difficult to consistently achieve those high numbers.  That once incredible “organic” exposure on Facebook is decreasing.  What’s changed?


As a publicly traded company, Facebook has aggressively begun to monetize its platform.  In other words, if you want to achieve significant exposure, you’re going to have to pay for it via Facebook ads and other strategies.  This has led to the aforementioned question, “Did Facebook sellout?”

BY JIM RAY

The old adage “Nothing’s free” has definitely impacted law firms, individual attorneys and other small businesses.  Let me be clear, social media (including Facebook) remains a solid option.  There are multiple ways to leverage the Facebook platform, as long as you understand your objectives.


I highly recommend social media strategies for most of my clients.


A key reason to the decline in organic results on social media is simple.  Increasingly more businesses are realizing the value of online marketing, so the pool is getting crowded.  Breaking through the noise will continue to challenge even the most savvy marketers.


Today, if you really want to leverage the reach of your Facebook posts, you should consider buying Facebook ads to promote your content pieces.


Creating an ad budget for Facebook is relatively simple.  Research is showing that video ads tend to perform better than simple text-based ads.  The good news is both formats cost the same.  You don’t have to pay a premium for a video ad.  If you’ve read any of my articles or blogs over the past several years, you already

JIM RAY

Jim Ray earned a BA in Business and his MBA. He managed two multi-million dollar businesses before transitioning into Internet consulting. He later launched his regional consulting practice to help professionals operate more effectively and more profitably. Jim presents an ongoing seminar series and contributes business development articles to a variety of professional publications. He has been invited to speak at national meetings for Internet marketing and has lead several, national webinars on various marketing topics. For more information, visit www.JimRayConsultingServices.com or connect with him on Linkedin.