The online world is now a major part of our lives. We have our offline physical world and an online virtual world. No wonder so many people are time poor these days!
However, this means that when we use social media for marketing, we really need to be concise and focused with our message.
Imagine that it works just like networking locally. Instead of shaking hands with a new person you meet at networking, you are instead offering a digital handshake.
Think about your digital handshake
Just as in your local networking, shaking hands does not mean you’re necessarily going to do business today! That relationship is probably going to need to be nurtured a little. We’re not just going to yell at the room that we’re awesome, are we?
The mistake that many business owners make is to assume that if we’re posting on Facebook etc, we are in effect ‘broadcasting’ to the world at large. But actually we are not.
In the same way as networking, we are usually talking to just one person and therefore building a relationship with them. One person on the bus dreading going to work with yet another headache. One person with back pain waiting in the rain at the school gates to collect the little ones. One bored person who injured themselves at football, munching on a lunchtime cheese and pickle sarnie.
Let them get to know you – quirky side an’ all!
Your digital handshake allows someone new to take a peek at you, to maybe like your page, to watch you from afar. (Don’t let that freak you out!)
They’ve shaken hands with you virtually but at the moment they don’t know exactly what you do or why they might invest in your services.
So let them get to know you. Show us your expertise of course. But also show us your personality – even your quirky side! (You know that impish side of you that has people in stitches!)
Ditch the boring ‘professional’ side of you because that’s not authentic. You are an expert but you don’t have to be dull.
Remember – PEOPLE BUY PEOPLE!
My Clients often speak that back to me with a laugh as I say it so often and it rings in their ears!! However, it is true. The very nature of Osteopathic treatment is that it is rather intimate and people generally need to know, like and trust you and your work before booking to see you.
On social media, I call these kind of people ‘helicopters’ because they circle round and watch from afar! Time and again new Clients will appear, seemingly out of the blue and book to work with me. They may not have been on my radar, their name may not have cropped up for me before. But they will usually tell me that they’ve been watching my work, my Facebook page and enjoyed my blogs. Then, when they’ve weighed up the options, they’ve made a decision.
And likewise, your digital handshake helps potential new patients to go through this process of trusting you faster. Your examples of successful cases, your shining testimonials, your Facebook recommendations and your PASSION for their well-being really needs to shine through.
You’ve shaken their hand and they’ve listened to you. Make sure you’ve told them how you love to treat pain and help them back to health!
Your calls to action need to be sincere and concise too. What step would you like them to take next? Would you like them to read your new and fascinating blog? Would you like them to like your Facebook page? Would you like them to call you and book in?
Use your digital handshake often and you’ll keep forging new relationships with people who really need your help.
Like a quiz?
Many Osteopaths contact me saying that they’re not sure which course or level of coaching they need. So I’ve devised a new Osteobiz Quiz to help narrow it down!
