According to recent data published by Facebook in 2016, there are more than 1,6 billion of users per month all around the world on Facebook. Safe to say this is an excellent tool to bring you closer to your patients and to attract new ones.
That is why this post is dedicated to help you use Facebook as a promoting tool. Bear in mind that there are many other ways of promoting your work online which will be featured in future posts.
First and foremost, check your profession's code of ethics. It is very important to keep up-to-date with the regulations and conducts recommended by your regulator. Go check our article about "5 marketing tips to promote your nutrition practice".
Create a professional profile
To start using Facebook as your communication channel you need to create a page of your nutrition practice and avoid creating a personal profile for that purpose. The ideal here is that you have a personal profile where you can interact with your family and friends, and a professional profile which will be mainly about your work and your nutrition practice.
Social networks are an interesting and economic way, if not free, to promote your services. You must always try to produce your own content, with high quality and originality.
If you already have a website or a professional blog, for example, you can redirect your Facebook post to those channels. You can find useful content to give your patients, such as news in the field, usefull tips about healthy eating or answer frequently asked questions from your patients.
Boost your posts
In case you have the possibility to invest in them, you can boost your posts in two ways. The easiest way is to choose a post and click on the "boost post" button, on the right corner. You can choose your audience, budget and duration. This will allow your post to reach more people and increase their engagement, you will get more likes, comments and shares.
Another way to promote your post would be with Facebook Ads and Google Adwords. Both are equally appropriate. The main difference is that Google Adwords is great to find the target audience who is already searching and interested in a dietitian, while Facebook Ads is better to create the target audience, and thus attract possible patients to your nutrition practice.
Create a campaign on Facebook Ads
Before you start the campaign on Facebook Ads is important to bear in mind your ad main goal. In your specific case, you want to promote your nutrition office, therefore your goals could be:
Inform or communicate something to your patient, give some knowledge and empower your nutrition office brand;
Speed up the process of creating an audience (followers) to your page, mainly if your practice is new and doesn't have many patients;
Create a greater engagement to your audience and make your posts visible to them (did you know only 3% of your followers see your organic posts (non paid) ?).
After defining your main goal it gets easier to choose which ad is more suitable for your nutrition practice. You can choose from:
- Engagement: it boosts your posts, rise shares, likes and views;
- Page likes: ideal to create your Facebook audience;
- Clicks on the site: ads to invite people to visit your website;
- Site conversions: ads to promote specific actions on your website, for example registration.
Once you define your campaign's goal, the next step is to select your audience. One of the advantages of making ads with Facebook instead of Google Ads is its ability to reach specific profiles. You can choose several criteria such as age, place, gender, language or personal interests. It allows you to only select people from your practice's region, or a more specific audience if you are a sports dietitian, for example.
You also have the possibility to create a specific audience to your campaign, using a contact list with your patients' emails. The more detailed your audience is, the more assertive and effective your campaign will be.
You can create a campaign to increase your number of appointments. Your patients (new and old) can be redirected to your website through your Facebook page in order to register and to schedule an appointment.
Regardless of the campaign you choose, you need to always use images in your ad to bring a positive attention to your nutrition practice. It is also important to try out different campaigns and see how they evolve. Try different images, texts and segments. Always remember, more clicks in your ad, means you'll have to pay less for each click.
Create a pixel
Another interesting feature on Facebook is the Pixel. It involves the creation of a code segment which allows you to measure, optimize and create an audience to your advertising campaigns. To create your pixel you need access Pixel's section on Facebook Ads Manager, click on "create a pixel" and give it a name that represents your nutrition practice and your pixel's ads account.
This process will generate a code that should be installed on your website's root. To instal it, you only need to send the code generated by Facebook to who created your practice's website. That person will add that code on your website's root. From then on you can start monitoring your advertising campaigns.
Have you ever boosted your posts or made a Facebook Ads campaign? Let us know!!