Facebook has shot to the top as one of the best tools for marketing to consumers in every single industry, including healthcare.
Research by DC Interactive Group shows that 26 percent of U.S. hospitals use social media to reach patients (84 percent of which use Facebook), but it’s not just B2C healthcare companies that are reaping the rewards.
In fact, Facebook can also be an incredibly effective tool for B2B healthcare companies that want to get the attention of hospitals, physicians and other client businesses.
The reason it’s so effective is because it combines low-cost advertising with hyper-focused targeting, which means it’s easy to get in front of the right people when they’re in the right mindset to buy.
But, with so many different targeting options and Facebook advertising tips out there, how do you know what will work for your business? Here are some top tips for getting started.
1. Target Specific Business Owners
Facebook prides itself on having some of the most hyper-focused targeting options of any advertising platform.
Whether you’re selling solely to healthcare companies, are looking to reach large hospitals or want to convert smaller practices, Facebook has a targeting option for you.
Instead of simply putting in an age range and a location, you can get far more specific than that by selecting an industry you want to focus on and the job titles of the people within that industry you want to reach.
For example, if you want to target family physicians who work in Chicago, you can do exactly that.
2. Lead Customers to Your Email List
Most people who are scrolling through Facebook aren’t looking to instantly buy.
They might see an ad that piques their interest, but they might not be in the right mindset to get their wallet out in that very moment.
This is particularly true for B2B customers who tend to have to go through several superiors before they make a purchase and are less emotionally invested in what they’re buying.
Because of this, your aim with your Facebook advertising should be to get people to sign up to your email list. From there, you can nurture them with engaging emails until they are ready to buy.
You can do this by guiding users to a landing page where they can sign up for a freebie, such as a relevant ebook, checklist or video. The catch is they have to hand over their email address to gain access.
3. Share Informative Content (Don’t Sell)
Today, people are savvier than ever when it comes to businesses selling their services. In fact, openly going straight for the sell can put prospects off rather than endear them to your brand.
This is why you should use Facebook to share informative content rather than push people to buy.
For example, if you’re selling to materials managers in hospitals, you might share blog posts that actively help them reduce waste of their consumables.
Or, if you’re targeting physicians in small start-up practices, you might link out to a series of videos on business-building tips.
The most important thing is that your content should tackle a pain point that your audience has and provide a solution for it. This will position you as an expert on that topic and warm prospects up to more sales-related content from you in the future.
4. Use Positive Visuals
The healthcare industry is a tricky one to present in pictures, but visuals are incredibly important for capturing the attention of healthcare professionals scrolling through Facebook.
Ideally, you want to use images that convey a positive experience, sharing pictures of what your product can do for its users or photos of happy customers.
Positive visuals will transfer a positive message across to prospects who are then more likely to consider your brand as a viable option.
5. Take Advantage of Video
On average, Facebook videos receive 135% more organic traffic and engagement than images alone. That’s a difficult stat to ignore.
Short videos (between 45 and 60 seconds is optimum) can help you explain the value of your product quickly and concisely while keeping the attention of your prospects.
If you’re not already incorporating video into your Facebook advertising strategy, now is the time to do so. You might include videos of previous customers who have seen success with your product, provide a demo of your service or share some top tips about your industry.
B2B Healthcare Brands Should Take Advantage of Facebook
Although it’s usually considered a platform best used for consumer-facing brands, Facebook can be a goldmine for B2B healthcare brands looking to connect with potential prospects.
The key is to make sure you get your targeting on point by hyper-focusing on a specific group of prospects and then sharing valuable, informative content that leads them to your email list.
You can do this by sharing insightful blog posts, engaging videos or images that show the positive side of using your product. Do all of this, and you’ll start to reap the rewards of this incredibly fruitful platform.