Social Selling Blog

 

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It may sound like an outdated joke, but it’s true nonetheless — if your business isn’t on social media, it’s almost as if it doesn’t exist. Over 40% of Internet users look up companies on social networks, and the reasoning behind this is simple. Social networks allow them to get to know a business, establish a relationship with it, and start trusting it. 

 

As a financial services provider, you’re aware of how important it is for your customers to trust you. So, if you’re to build a pool of loyal customers, you need to invest in establishing a strong social media presence. 

 

It all starts with understanding social media networks themselves, specifically Facebook and LinkedIn. These are the most popular networks for businesses. 

 

Let’s take a look at this cheat sheet that will allow you to enhance your presence on these social networks. 

Image Sizes for Social Media Platforms 

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What’s the first thing that your leads will notice on your social media accounts? Dedication to your work? Your professionalism? Your time-management skills? No. The answer’s much simpler than that. It’s your images. Your profile picture, cover photo, the image of the last article that you’ve shared. 

 

You have to make those images count. 

 

Each social media network will have its guidelines for the best image quality and size. It’s best to adhere to those guidelines if you want to see the results.

 

Facebook 

To improve your social selling on Facebook, you have to make your entire profile page look professional and uniform. And you should start with the pictures. 

 

You can share a variety of different images on this social network, and the purpose of the image will determine its ideal size and quality. Paying attention to this will ensure that all photos are perfect when viewed from different devices. 

 

Here are the image guidelines that will ensure your Facebook profile is picture-perfect: 

 

  • Profile image: 180 x 180 pixels 
  • Cover image: 820 x 312 (and no less than 400 x 150) 
  • Timeline image: 1200 x 630 (no less than 600 x 315) 
  • Shared post image: 1200 x 630 
  • Preview image of a shared link: 1200 x 628 
  • Event cover photo: 1920 x 1080 
  • Highlighted image: 1200 x 717 

 

If you don’t adhere to these guidelines, your images can easily be distorted. Smaller images will be stretched to fit, while larger images will be cropped. It will hurt the image quality and on your overall appearance on Facebook. 

 

For best results, use a higher resolution for larger images and upload either in .JPG or .PNG format. 

 

LinkedIn 

LinkedIn is among the most extensive professional networks out there, boasting over 610 million users. Since the competition here is harsh, you need to do everything in your power to enhance your LinkedIn profile. 

 

Financial service providers can greatly benefit from following the LinkedIn picture guidelines: 

 

  • Profile image: 400 x 400 pixels or larger (photo files of up to 8MB are accepted) 
  • Cover image: 1584 x 396 
  • Company cover image: 1536 x 768 
  • Company logo image: 300 x 300 
  • Square logo: 60 x 60 
  • Company page banner image: 646 x 200 
  • Preview image of a shared link: 180 x 110 
  • Shared image: 350 
  • Blog post link image: 1200 x 628 

 

LinkedIn crops photos differently on different devices. Check how everything looks on both mobile devices and computer screens before you finalize the changes. 

Etiquette on Social Media

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While every social network has some community guidelines, there are no written rules on social media etiquette. Even so, businesses should still pay attention to some do’s and don’ts of Facebook and LinkedIn. 

 

Facebook 

To present yourself as the leader of your niche, you should follow the basic rules of Facebook etiquette: 

 

  • Don’t spam! 

A few Facebook posts a day can work wonders for reaching wider audiences, but avoid spamming at all costs. No one wants their news feed filled with posts from a single company or person. Remember, quality over quantity.

 

As long as your content has value, your audience will take notice. 

 

  • Do have a posting schedule 

Inactivity is always a sign of disinterest. If you don’t want to commit to your own Facebook page, why should others? Keep a posting schedule, and stick to it. You can always hire someone who can keep your page updated and provide meaningful content on a regularly. 

 

  • Don’t be over promotional 

You will promote yourself and your financial services by engaging with your audience, answering questions, replying to comments, and more. There’s no need to update your status and promote your services regularly. 

 

  • Do keep it lighthearted 

Facebook is a social network, after all, and its users primarily want to enjoy their time on it. Be a bit more casual on your Facebook business page, but stay true to your brand image. 

 

LinkedIn 

LinkedIn tends to be a bit more professional network, and its tone is slightly more serious. These are some of the unwritten LinkedIn etiquette rules: 

 

  • Don’t lock your profile 

The whole point of having a business social media account is connecting with others. You can easily remove the connections that you do not wish to have, but otherwise, keep everything public. Your posts, pictures, and business information should be available to everyone. 

 

  • Do personalize your messages 

If you want your connection requests to be accepted, and your messages to be appreciated, personalize them. This will make your business stand out from all the other spammy requests and messages. 

 

  • Don’t send irrelevant information 

Whenever you get in contact with your audience on LinkedIn, be sure to keep your messages as relevant to them as possible. Otherwise, the messages will appear spammy, and your account will be blocked. 

 

  • Do respond to comments 

Promptly responding to comments (and messages) is the best way to build relationships with your connections. Be professional and polite, even if the comments are negative. 

Paid Advertising Options 

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Paid advertising is an excellent way for a financial services provider to reach a wider audience. Even a small investment in paid ads can work wonders for enhancing your business performance. 

 

Facebook 

Facebook has astonishing targeting options that allow you to reach exactly the type of people that you need. The following are your best choices for targeted Facebook ads: 

 

  • Image ads 
  • Video ads 
  • Slideshow ads 
  • Carousel ads 
  • Messenger ads 
  • Stories ads 
  • Dynamic ads 

 

Don’t forget to track your ad performance and ensure that your marketing is effective. 

 

LinkedIn 

LinkedIn paid advertisements come in a few different formats as well. The best types of paid ads for financial services providers include: 

  • Lead Generation forms 
  • Dynamic ads 
  • Sponsored content 
  • Sponsored InMail 
  • Direct sponsored content 

The social network has surprisingly good targeting capabilities that can enhance your marketing strategy. 

Useful Tools to Help Remain on Top of Things 

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There are many tools available at your disposal that can help you improve your social media presence. You don’t have to be an expert in social media marketing to take advantage of them. 

 

Facebook 

Some of the best tools that you can use to improve your Facebook page are:

 

It’s a comprehensive tool that gives you an overview of your page activity and helps you schedule your posts and campaigns. 

Ideal tool for developing customized tabs, designing cover photos, creating lead generation contests, and more. 

Used for improving the visual aspect of your Facebook, Canva can help you perfect images for your Facebook ads, posts or banners. 

 

LinkedIn 

There’s a wide variety of third-party LinkedIn tools that you can take advantage of as a financial services provider. 

 

Used to collect and analyze data about your audience. You can use it to find out more about your audience’s preferences, likes, and dislikes. That information can help you enhance your marketing campaigns. 

This tool allows you to gather information about the profiles you visit on LinkedIn. The collected contact information, email addresses, and more will be compiled into a .CSV file, which you can take advantage of later. 

Nimble is a Customer Relationship Management (CRM) tool. It will help you nurture the relationship with your contacts and ensure that your engagement levels are unmatched. 

 

General Tools 

If you’re more interested in finding general tools that will help you manage all of your social media, these can be of use to you: 

 

Buffer is among the most popular tools for scheduling social media posts. It works with Facebook, LinkedIn, Twitter, Pinterest, and Instagram. 

An all-encompassing tool for analytics, scheduling, and monitoring. Hootsuite can be used with over 35 different social media networks, including Facebook, LinkedIn, and YouTube, among others. 

Besides simplifying your scheduling, publishing, and monitoring on social media, MavSocial gives you access to thousands of stock images. 

Don’t Work Hard, Work Smart 

Enhancing your social media presence as a financial services provider doesn’t require much. Primarily you need to ensure that your images follow the network’s guidelines and that you follow the etiquette. Then, invest in paid advertising and make use of the variety of social media tools you have at your disposal. 

 

Working smart on social media will boost your lead generation and conversion, your brand awareness, and eventually — your bottom line.

 

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Social selling on Facebook gives you plenty of opportunities for business growth.

 

First and foremost, it helps you build or improve your brand recognition. It enables you to extend your reach to generate more leads and conversions.

 

Most importantly, it helps you forge meaningful relationships that lead to customer loyalty. After all, that's what social selling is all about — directly interacting with prospects and providing real value.

 

Those in the financial services industry can experience great benefits from social selling on Facebook. Read on to find out why this platform is ideal for social selling and how you can harness its power as a financial services provider. 

Understanding the massive potential of Facebook

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According to Statista, Facebook counts more than 2.45 billion monthly active users as of the third quarter of 2019. During that time, the dominant social platform reported nearly 1.62 billion daily active users.

Due to the sheer size of the audience, it's only logical to direct some of your efforts toward this colossal platform.

However, due to various Facebook algorithm changes, it has become challenging for businesses. It now prioritizes personal posts that inspire meaningful interactions over pages and public content, including posts from companies.

So, how can you cut through the noise and take advantage of Facebook's massive potential? The answer lies in social selling.

Why Facebook is the perfect platform for social selling

You don't see as many business pages on the news feed as you used to. Because of those algorithm changes, it's tough for businesses to extend their organic reach on the platform.

 

This isn't something new, though.

 

Facebook has been doing it for a while now. A famous chart from 2014 by Convince & Convert shows how Facebook's stock price goes up with the decline of organic page reach.

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But this doesn't mean it's the end of the road for businesses that want to sell on Facebook. Since the platform now prioritizes personal posts that spark conversations, it opens the door for social selling.

 

You can sell your financial services offerings by having sales reps interact directly with your target audience. You can and should still maintain your business page. But your sales reps can now make a more significant difference from their personal Facebook profiles.

Techniques suited for Facebook

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Your social sellers should be as subtle as possible when trying to sell on Facebook. They should avoid being overly self-promotional and not merely drop links and be done with it.

Here are the top actionable techniques they should focus on.

 

1. Communication through a company page

You already know that responding to all comments on your company page goes a long way. But including your team in the process can take customer relationships to a whole new level.

 

Interacting with someone from your team will give your prospects the peace of mind they're looking for when they need a solution to a problem. People simply trust other people more than they believe stock responses from company pages.

 

Your sales reps shouldn't do your community managers' job, of course. But if they collaborate and sync their efforts, they will build fantastic customer relationships together.

 

2. Content promotion

Promoting your content is one of the most straightforward techniques your sales team can apply. They can share your blog posts, company announcements, and various news regarding your industry and niche.

 

The key is to raise more awareness and increase visibility. Your company page may count plenty of followers, but combined, your sales team can potentially reach an even larger audience.

 

Just remember that they will have more organic reach than your business page.

 

Speaking of content, you can't expect to capture many leads if you don't compel people to click on your posts. Crafting engaging headlines and a call to action are two of the essential copywriting tips to keep in mind when you're looking to secure more clicks and engagement.

 

3. Research and testing

Facebook is fantastic for learning more about your target audience, prospects, leads, and competitors. Why? Because all of them are on Facebook.

 

You can see what other financial service providers are up to and how their sales reps are engaging their prospects.

 

That way, you can test their strategies yourself to see what works and what doesn't.

 

You can also utilize various social media monitoring tools to gain an insight into what people are saying about your business.

 

Furthermore, you can learn more about anyone contacting you for your financial services. That is if they have a public profile that you can explore to see if they match your ideal customer persona.

 

4. Industry-related Facebook groups

Industry-related Facebook groups are excellent for social selling. A lot of people turn to Facebook groups to find a solution for their different pain points. Your team of social sellers can be there to provide a helping hand whenever a prospect or customer needs it.

 

Again, it's vital not to promote your business shamelessly. Advise your sales reps not to drop links, but rather engage in helpful, meaningful conversations. They can add relevant and useful links only after answering a question providing a proper solution. Help and add value - don't sell.

 

Almost every Facebook group has strict rules regarding the use of promotion and links, so make sure your sales reps read them beforehand.

 

5. Building brand recognition

Regularly posting on Facebook from your company page will improve your brand recognition. You need to publish fresh content to keep engaging your followers consistently.

 

However, your social sellers can make a much more significant impact by participating in various conversations with your followers.

 

With useful tips, recommendations, actionable advice, and more, they can provide excellent customer service. That way, they offer real value and exceed your customers' expectations. Before you know it, people will associate your business with unparalleled service and great value.

 

6. Building loyalty

Turning prospects into loyal customers is one of the top goals of every business. Whether you run a bank, issue credit cards, or offer insurance, you want your customers to keep coming back.

 

Social selling on Facebook is one of the best ways to achieve that goal. Your social sellers can establish regular communication on the platform, nurturing every lead and client, and inspiring their loyalty.

 

The don'ts of social selling on Facebook

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Now that you know what to do to harness the power of social selling on Facebook, it's time to learn about the pitfalls you must avoid.

 

1. Don't hard-sell

In a nutshell: Facebook is not for hard selling. If you do it, you will only push away your prospects.

 

Although people want to interact with brands on Facebook and other social media, they don't respond well to an in-your-face approach.

 

Being subtle and authentic will go a long way, so leave your hard-selling techniques for your off-platform efforts.

Avoid hard-selling even when someone shows interest in your products or services on the platform. Instead, suggest taking the conversation to email or phone, where you can deploy proper lead generation and selling techniques.

 

2. Don't spam

Spamming your followers is also a huge no-no. No one likes their news feed overflowing with excessive posts from brands. If you post too frequently or, God forbid, spam your followers with messages and comments, you know what you would accomplish? You'll successfully lose followers.

 

If you don't want people to unfollow you, don't be an annoying spammer.

 

3. Don't feed the trolls

Unfortunately, there will always be trolls on social media, especially on Facebook. You can't avoid them sometimes, and you usually can't beat them, but you can certainly ignore them. And ignoring them, you should.

 

Their mission is to create discord in an online community by posting off-topic comments and starting heated discussions. If you dignify them with a response, you would only give them more reason to continue their trolling. You don't want to get inside that bottomless pit and hurt your reputation. 

 

So, don't feed them. Don't give them the pleasure of getting the attention they seek by addressing them in any way. Starve them and focus on building your friendly community. Don't try to reason with an unreasonable person.

 

4. Don't forget to engage

Engaging with your Facebook followers is vital for building strong and meaningful relationships. After all, Facebook is a social network that brings people together.

 

Make sure your team members are always friendly, helpful, and personable. They should be storytellers that compel people to engage in conversations about your brand. They should encourage discussions, create polls and surveys, and ask for user-generated content.

 

Being highly responsive to comments and messages is also vital for increasing engagement. It helps humanize a brand and inspires loyalty and brand advocacy.

Taking it one step at a time

Social selling on Facebook can provide your business with excellent benefits. The platform prioritizes relationships and meaningful conversations over business pages. That's why your sales reps can do wonders for your Facebook marketing strategy.

 

Your lead generation, direct sales, and ROI may not blow up as quickly as you may want. But if you consistently follow all these tips, you'll be on the right path to success.

 

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The healthcare industry has gone through quite a transformation in the last decade. There are now many new approaches to organizational processes of healthcare institutions.

For example, AI is expected to help with diagnosing skin cancer, strokes, eye, and heart diseases.

Virtual healthcare is expected to make strides in physical therapy and pain management. It will also find application in resolving traumatic experiences through virtual exposure.

 

Experts point out that future development in virtual healthcare is going to save a lot of time and money. It will allow consultations with out-of-town experts, home check-ups without going to the doctor’s office, and more.

 

But that’s all still some time down the road. Let’s talk about the more immediate advantages the IT sector offers to healthcare organizations. Specifically, how Facebook can help them find new ways to reach patients and improve the services they provide.

Advantages of using Facebook for healthcare organizations

We’ve all witnessed the diverse ways Facebook can be used by businesses to reach new clients and improve their customer service. Most of us have experienced social selling on some level on Facebook.

 

The healthcare industry is no different than regular businesses using Facebook for marketing. Let’s see how healthcare professionals can use Facebook to boost the success of their private practices.

 

1. Improved service for modern patients

Modern patients have different expectations from the medical practitioners they opt for. The most numerous age group on Facebook is between 25 and 35 years old. Around 58 million users fall into this category.

 

These people are tech-savvy and expect their physicians to be as well. Quick response time and a way to schedule a check-up without making a phone call are essential.

 

Through the use of Facebook, meeting these standards becomes a lot easier.

 

2. Finding new clients

The advanced features of Facebook advertising give private practices a lot of options. A business page for your practice is the first step. You can also use local groups to introduce yourself and help resolve issues. And, of course, you can invest in PPC for more direct advertising.

 

3. Improved targeting

The biggest advantage of using Facebook is the advanced targeting when searching for your target audience.

There are several parameters that users can choose to find the right crowd for their advertisement. We’re going to discuss this in more detail in our section about Facebook advertising.

 

4. Easy follow-ups

One of the biggest advantages of being connected to your patients is the option for an easy follow-up. If you prepare templates, you can follow up on your patient’s state through the use of messenger in no time.

 

The idea is to keep track of their progress without being too obtrusive. On top of this, you can, in some situations, avoid having to make house calls. Any follow up questions they may have can also be answered this way.

 

5. Patient recommendations

Having a presence for your practice on Facebook gives your patients an easy way to provide recommendations. They can simply share your Facebook page with their friends’ inbox.

 

Furthermore, their friends see their activities related to your page. These include leaving a review, a comment, and liking a post. It’s how you get a kind of passive recommendation.

Creating a Facebook business page

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You need to invest precisely $0 to create a Facebook page. There are many benefits to having one, though.

First of all, you can create a gallery of photographs to present your practice, staff, and facilities to your patients.

 

Second, you can add a map to the exact location of your practice. You can also add a telephone number, email, working hours, and any other relevant information.

 

Your page also gives you a peek into Facebook insights. This is like a version of analytics for your Facebook page, which provides you with all sorts of information related to your audience.

 

Through this, you will be able to get to know your audience a bit better and make more educated decisions on how to approach them.

Facebook Ads and how to use them

One of the biggest advantages Facebook offers are their ads. They give you incredible options, and with a little bit of practice, you’ll be able to reach the audience relevant to your practice.

 

Here are some of the parameters you can use when deciding on your target demographic.

 

Demographics – The primary way to target a specific audience, including rather self-explanatory parameters.

 

  1. Age
  2. Location
  3. Work
  4. Education
  5. Relationship
  6. Gender
  7. Language

Interests – While not all interests are suitable as a targeting option for healthcare professionals, some are.

 

  1. Business & Industry
  2. Entertainment
  3. Family & Relationships
  4. Fitness & Wellness
  5. Food & Drinks
  6. Hobbies & Activities
  7. Fashion & Design
  8. Sports & Outdoors
  9. Technology

Depending on the medical practice the user is running and the campaign they have in mind, they might go for different interests. If you are a dietitian, you might target people based on interest in Food & Drinks.

 

People interested in the healthcare industry might be a good target for a campaign focusing on content, etc.

 

Life Events – In some cases, life events can be an excellent way to target patients. For example, people who recently moved to your area through the Home & Living category.

 

  1. Birthdays
  2. Relationships
  3. Family
  4. Professional
  5. Home & Living

Lifestyle & Financial – Some practices offer services that are considered a luxury. For example, these would be esthetic and corrective surgery. In these cases, it would make sense to target people with higher income or net worth.

 

  1. Income
  2. Net Worth
  3. Travel
  4. Seasonal & Events
  5. Expats
  6. Residential Profiles

Connections – A simpler category of targeting visitors of certain pages, users of specific apps, events attendees, and friends of friends.

 

  1. Facebook Page Visitors
  2. App Users
  3. Events

Behaviors – This category is based on actions Facebook users make. They can help you get people to support your charity or other events you might be organizing.

 

  1. Automotive
  2. Business-to-Business
  3. Charitable Donations
  4. Digital Activities
  5. Mobile Device User
  6. Purchase Behavior

Retarget Ads – After doing digital marketing for a while, you will have a lot of users you’re going to want to tap into again. This category allows you to use existing info to reach old customers or people of interest.

 

  1. Site Visitors
  2. Email Lists
  3. Phone Numbers
  4. Facebook User IDs
  5. Video Views

Sure, to use this advertising system, you need to invest some money. We advise that you start out slow if you have to do it on your own. If you want to go big from the start, we suggest that you hire a consultant to help you out.

Creating a steady following

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This process is going to be slow, but it’s well worth it. You do not want to build a following for numbers alone. We know this may seem counterintuitive as numbers usually come as a sort of assurance of quality.

 

Getting random people who don’t interact with your brand is going to make your analytics inaccurate.

 

Build a following from your patients, current and former, will help you determine which demographics to focus on. It

You can keep your existing audience engaged and grow new, relevant followers through several techniques. Content marketing is one of the best and most commonly practiced ones.

 

Still, you can also share relevant public announcements, relevant medical news, and more.

Common Mistakes

One of the most common mistakes businesses make when using Facebook is not creating a business page and creating a profile like any other user. This kind of profile will be banned by Facebook sooner or later.

 

Furthermore, nobody is going to add your business this way as most people know this can be a security risk.

 

Another common mistake is to be too pushy with your online communication. Badgering your audience online isn’t going to do your business any good.

 

The opposite is also true. If you are unresponsive, then it defeats the purpose of having a Facebook presence in the first place.

 

Opening a direct channel to your staff can also be a problem if your patients abuse it. You need to make sure that your channels are open for emergencies and legit communication.

 

It is a fine line, but with enough practice and planning, it can be done.

Conclusion

Facebook offers a lot of advantages to medical practices that want to step up their customer service. More importantly, it does so through an interface, the patients are used to and feel comfortable using.

 

There is a learning curve to the use of facebook for social selling, but the benefits are many. If your goal is increasing the number of potential leads for your practice, Facebook can help you out.

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