Updated: Apr 15
Once you have established the right social media platform for your cryotherapy business, created your content and started to build your online brand with posting, then there are a few more marketing strategies you may want to consider next…
Marketing Funnel Content Posting
For any customer orientated field, most clients will be in different stages of their customer journey and the goal would be to market your business to each of these stages. A good way to visualize this is by following a marketing funnel. Your marketing funnel is what takes a potential customer through the journey from discovering your business, all the way to purchasing your products on a regular basis. It takes your customers from the first point of hearing about you (e.g. through your social media) and takes them through all the steps until they become frequent buyers of your products. Some of your customers may just be in the awareness stage, getting introduced to your product, while others may be in the conversion stage and moving to the advocacy stage, meaning they are already your customer and can be an advocate for your business. The goal is to push your customers to the next stage and ideally create long term customers who advocate for your business or product. Each stage is a different part in the life of a customer and they move down the funnel through the stages until they become customers and advocates. As a business, if we create content and posts directed to people while they're in their respective stages then we can find more success in our marketing efforts online.
For example the awareness stage focuses on creating posts that educate customers about cryotherapy or another modality of your business. For customers in later stages it usually means they are already in the market for cryotherapy sessions but are differentiating on which center they want to give their money to. Creating posts regarding prices or extra perks that your business offers can be convincing to those considering. For those in the Bottom of the Funnel who already are your customer, a next step in their funnel would be to make them into advocates. Making Referral Reward type campaigns through social media or offering free sessions for creating posts on their pages describing their experience can be gold for Social Media Growth.
Looking for a way to ensure your content reaches more potential customers? If your budget permits, paid ads on Social Media can also be effective to improve awareness. Paid ads typically charge you based on a certain amount of clicks you’ll receive on your content or even just getting a certain amount of eyes (impressions) on your content. The process of using Paid Ads will be quite self explanatory but in terms of the type of content to use, the previously mentioned methods should work well.
Social Media Campaigns
Networking with influencers that dominate your niche in the area can be very helpful in increasing awareness and conversions. Reaching out to influencers in the area and offering them free sessions or paying them for sharing about their honest experiences can go a long way. Even if their reviews may have a little criticism it will show their audiences that they are being genuine, which is more enticing than fake reviews
(TIP: Determining the influencers that are best for your business doesn't necessarily mean they have millions of followers. Those with low follower count but with high engagement rates that fit your audience can be a stronger influence for your business than ones with just high follower counts.)
Engaging with potential customers can also go a long way to humanize your brand and make it seem approachable. Commenting and liking on past customers posts, or potentially inviting customers to your place can also get more traffic. This may seem a bit tedious but engaging with your customers is crucial to the use of social media.
For campaigns directed at people closer to conversion, it's likely they have done their research about cryotherapy and about nearby cryotherapy locations. At this point your goal should be to stand out from your competitors. They are on the verge of being a cryotherapy customer but what's gonna push them over the hump to be your customer? It could be the price, the types of modalities you offer and even what your reviews say. So do your research on your competitors and make content that reminds customers why to choose you in order for your business to stand out from the crowd.
This leads us to the advocacy, customer loyalty, and testimonial campaigns of your content. User generated content, pictures/posts customers make about your product, is gold for your brand. It will be a great post to introduce your business to newcomers. Also it will show potential customers that customers like your product and can push the curious ones further down the funnel. It is also good to note for these posts, that monitoring your comments and resolving customers problems in a timely manner will go a long way to improve customer loyalty.
Creating in person and digital campaigns that are wrapped around referrals will be very useful for growing your customer base. This can be as simple as, "customers who bring in friends will get their sessions for free", or if customers check into your business on Facebook they will receive half off their next session. Customer reviews are great for building brand trust and Social Media is the ideal place to start with this!
What Should You be Tracking with Social Media?
What gets measured gets managed. Once posts are created, align it with your business and marketing campaign goals, and schedule accordingly. It will be very important to check up on metrics after posting. Keeping an eye on the analytics is going to be the difference between improvement and complacency. After analyzing these metrics and tracking certain key performance indicators (KPI’s) your moves should be dictated by the results you receive.
If your campaign goals are set around Awareness KPI’s like impressions, web traffic, profile visits and engagement numbers such as shares, then Saves will be ideal to track because at this point your goal is just to get as many eyes as you can. Saves will be one of your most important metrics because it'll show that people find your content important enough to come back to.
Engagements campaigns can have an overarching umbrella of metrics but it essentially boils down to how often people are engaging with your content. Clicks, likes, shares, comments, mentions, and saves are great indicators to track during engagement campaigns. Likes and Impression amounts will look stunning at times but these can be Vanity Metrics, making you look good to others but do not help you understand your performance. Metrics such as shares and saves are stronger evidence as to how well the campaign is performing.
After your business pages start generating attention, it's important to ask how many of those followers are actually customers or are potential customers. If goals are directed more towards increasing conversions, KPI’s like website visits, phone call button clicked, get direction button clicked, lead conversion rate and non revenue conversions can be more crucial. If your campaign is directed towards Customer loyalty, metrics like number of shares, number of issues resolved online, cost per lead will be key. Social media can be a great source for increasing customer loyalty but it can also make you look bad if not monitored.
A lot of these statistics can be found on the Social Media Platform given you have a business account or business page. Although, you may have to log your stats manually, with the help of Scheduling Platforms you will be able to track more data and wouldn't need to log data manually. Most importantly, use your statistics to dictate your future post and content decisions. If your videos are getting lots of shares then make it a priority to create more. If your infographic content is getting a lot of saves and receiving good feedback then create more educational content.
Scheduling your content for social media can be important for successful campaigns as it will let you plan your long term goals. It will also help you with not having to scurry for content the day of and will free your hands up for other aspects of your business. Scheduling future posts can also assist you in keeping your social media platforms consistent, as posting content often is recommended.
There are free and paid App versions that are available for this. A couple we would recommend are: Buffer or Planoly. It is good to note that some features may be limited such as the number of posts, number of accounts, or basic analytics depending on your subscription service.
It is no secret that in today’s world modern consumers are savvy and will most likely be checking multiple pieces of content across several sites before they make their decision on where they want to take their business. Although managing your businesses social media and utilizing the tools out there may seem tedious and overwhelming, it can be of great value when it comes to your growth. Investing some time and energy in this is absolutely worth it! Keep in mind, Trial and error will be your friend throughout this process and that while social media can sometimes be predictable, it is not a proven science!