Social media for medical device companies may seem complex, but the answer to these questions can be found when the why, where, what, when, and how are considered.
Social media is measurable, insightful, and when done correctly, distinctive. Even B2B companies have something to gain from social media -- especially if you target:
Social media quantifies almost all the interactions that take place between followers and brands online. Leads may research medical device companies on social channels before reaching out, or may be simply joining the conversation about an industry topic.
Analyzing B2B social media metrics can help you see important trends and uncover leads that can be nurtured into customers before they look to a competitor.
Make your online presence noteworthy. That way your brand name will be top of mind when that prospect is finally ready to buy.
The use of social media allows a medical device company to assume a particular character.
Prospects want to interact with empathic, human-centered businesses, not with cold-hearted robots. Social media allows its users to feel as if a one-to-one conversation is happening between a business and an individual.
Personality also distinguishes one medical device company from another -- you want to stand out, right? Identify your company’s branding and voice. Keep it consistent across your social media.
Social media can serve as a first impression of a company.
Does your company’s social media seem inviting and credible? Or confusing and untrustworthy? Leads want to engage with medical device companies that appeal to them both emotionally and rationally.
Customer input and praise are readily expressed on social media because of its informal and anonymous nature. By monitoring your social media, you’re able to observe potential strengths and weaknesses in your medical devices and your customer service. Pinpointing strengths or improving on weaknesses can improve your business both online and offline.
For example, current customers may comment on the functionality of a certain feature of your product or service. If it’s positive feedback, interact with them, or maybe even seek a testimonial. If it’s negative feedback, show empathy and prove your dedication to the customer experience by finding a quick solution.
The content created on social media should add educational value or create an emotional connection for its followers.
Leads and current customers want educational material of value to apply to their profession (especially if they’re browsing LinkedIn). A medical device company should be viewed as a problem-solver. Creating content that appeals to the emotions makes it more memorable and demonstrates genuine care, an important aspect of the healthcare industry.
Posting at key points of the day is necessary if a medical device company wants to optimize B2B engagement and lead generation. The timing of a post can drastically increase its performance and visibility. Learn more about the latest day and time trends here.
Trends are always changing, so don’t rely on old data for too long. Keep in mind the behavior of your leads first and foremost.
The frequency of posting should vary upon the behavior of your customer base and the platform on which you’re posting. It’s crucial not to over-post or under-post. Leads should not be pestered, nor should they forget you exist.
Scheduling posts at a consistent rate is equally important. This allows followers to look forward to your content regularly.
Social media can establish a personality for medical device companies, which make you distinct among the competition and create human connections with leads. The integration of social media best practices -- no matter how “dry” your product or service is -- can increase your chances of securing the next big client.
To learn more about how to stand out with social media and other inbound marketing tactics, grab the free e-book below: