This is a very niche marketing and with any niche marketing, I see lots of potential.
With so many 50+ year olds on Facebook specially I see how audiologist and hearing aid dispensers opportunity in this arena of social media marketing.
Here are a few ways on how you can take advantage of social media marketing and specifically Facebook.
- Market on Facebook business page.
If you don’t already have one make sure you create a Facebook business page. Be where your target audience is and if you are trying to target people 45 and up, Facebook as of now is the best way I’ve found to market to this demographic.
Also if you want to target the Hispanic community, Facebook is still a great option. Facebook bought WhatsAPP and that is the number one messaging platform many first-generation Latinos use to communicate with their family abroad. Not only that they use Facebook to catch up and get updated with close family and friends.
2. Use Facebook Ads
Facebook business page is mainly a pay to play game. If you notice, your Facebook timeline consists of your friends’ posts and SPONSORED ADS. This means if you want to show up on potential clients feeds you either have to be their friend or pay Facebook in order to get seen.
If you don’t spend money on ads typically what I’ve seen is only 2% of your fans will see your posts and that is not much. Get used to using the BOOST button on your posts.
3. Ask for small commitments initially
If you are starting to use Facebook ads make sure you start off with an offer that is a low commitment for your prospect. Think about it, people are on Facebook to catch up with friends and family. They haven’t planned on getting their ears checked or buying a hearing aid. Therefore, you have to ask for something that doesn’t take much time or money initially. You want to work your way up. Here are some offer ideas:
- Free Hearing Aid Exam: Now this one is still a higher commitment because it requires their time but it’s at no cost. This is a great offer to get serious prospects who know they have an issue with their hearing to come into your doors.
- Hearing Aid Buyers Guide: You can create a buyers guide and in exchange for their name and email you can give them a guide on which hearing aids are the best and
- Signs Of Hearing Loss: You can create a few signs people can download to see if they are experiencing hearing loss. I know you’ve had those clients that are in denial or might not want to admit they have any type of hearing loss. Well in exchange for their information if you give them some signs they can look up then it might convince them to come in for an exam.
4. The Call To Action
I’ve already talked a little about it in the previous point but with the low-commitment offer you can now have a proper call to action. Whether that be to grab their name and information, or message you for the information on you Facebook business page.
Nowadays some people might not give you the correct information but if they message your business page it’s hard to give out a “fake” Facebook profile. This will also help with our last tip.
5. The Follow Up
This is key and depending on your call to action will determine the best way to follow up.
Now if you’ve asked someone of message your business page in exchange for the tips and information you offered then using Facebook messenger to follow up would be the ideal situation. You can almost guarantee they will respond and you know this is a real person talking to you. Not only that there are now chat bots that you can create to automate the follow up process.
Now if you’re asking for a name and email for the information then I would suggest also asking for a phone number. BUT, make sure to send them what you actually promised. Don’t just call and ask for the business or for an exam. Make sure to give them the content and then call to follow up and see if they got the information and then follow up with the situation with their hearing.
I hope these tips have helped you. All this information was based on the experienced we’ve had in marketing a hearing aid company in Montebello, CA. If you’d like us to send you a sample of a Facebook ad campaign we’ve done for this hearing aid dispenser please let us know who to send it to below!