It may not be because they're not interested in what you're sharing, but that could be exactly why, but how can you tell? Keep reading to get my expert insights as to why your audience may not be engaging with your social media posts...
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Are you blaming the algorithm for your lack of social media engagement? If you said yes, you're not the only one, but the truth is, the algorithm probably isn't the root cause of the lack of engagement you're seeing from your audience.
In Episode 7 of The Veterinary Social Media Podcast I'm breaking down the top 3 reasons your social media posts may not be getting engagement. Let's jump into it...
THREE REASONS YOU MAY BE LACKING ENGAGEMENT ON SOCIAL MEDIA POSTS
01. The Algorithm
Social Media algorithms are often blamed for lack of engagement, but truth be told, algorithms are not designed to work against us! These algorithms are designed to keep people on the platform - so while they may not be showing your content as often as you think they should be, it's likely not because of the actual algorithm, but because of your lack of understanding of how they work.
Taking time to study the language of social media and step into playing the long-term game of social media marketing will help you develop a strategy that can increase your effectiveness, and in turn, your audience engagement.
02. Your Audience
Just as you need to know the algorithm, you also need to know and understand your ideal client. With time, social media has shifted and where, when and what people spend their time viewing has changed as well. Your content may no longer be serving your client base - it's time for a client and ideal client audit!
Here are some key factors to consider and questions to ask when determining your ideal client:
Location of your practice: if you are in a city vs a rural community your target audience and client base is going to be different, therefore, your content will differ
Practice specialty: do you specialize in a certain species - if so, you can market to pet owners specifically of the animals you treat
Generation of pet owners you're serving: if you're trying to attract a younger audience, you don't want to share content that speaks to an older clientele
How your pet owners interact with their animals: What is their relationship with their pet? Do they treat their pet as a close family member? Is it a working animal with a job on the farm? Is it a service animal or companion animal?
What does your idea client enjoy? What are their interests and hobbies? What charities do they like to support?
What do they dislike? What puts a bad taste in their mouth?
Getting clear on who your ideal client is and what content they will best resonate with will help you develop a marketing plan with intention and that actually works. Knowing and understanding your audience will also help you better determine your social media platforms and plan your content schedule so that it is effective.
If you want a deeper dive into how often you should post on social media, head to How Often Should I Post On Social Media for Veterinary Hospitals? or tune in to Episode 6 of the podcast
03. Gaining Clarity
If you're unsure who your audience is, determining your content will be challenging - and the last thing you want to do is post to social media, just for the sake of posting. Once you become clear on who your ideal client is and identify the why behind leveraging social media for your marketing, you will be able to develop an effective strategy that will ultimately lead to increased engagement.
Now that we've touched on why you may not be seeing engagement on your social media content, it's time to do some homework and implement 🎉
If you're looking to enhance social media for your veterinary practice, my 1:1 coaching program is the perfect place to be. Inside my coaching program you'll get the tools, templates, processes and strategies you need to take your social media to the next level. Unsure if you're ready to commit to a coaching program? No worries - I offer a commitment-free consult call where we can chat about where you're at now in your social media marketing and what I can do to support you and your clinic.
Looking for resources to help you with your social media? We've got you covered.Â
🛠Snag my free toolkit and grab 65 post ideas that are focused on enhancing engagement
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📌 If nailing social media for your veterinary practice is a goal of yours this year, you definitely don't want to miss out on my course Veterinary Social Media Foundations Â