So you’re sharing content on your website or on social media in the form of tips for your potential patients, clients and/or customers.
Hooray! You’ve already won half the battle, since content is queen.
By posting content, you’re communicating your brand personality to the public, which is exactly what public relations entails.
You’re also providing added value to your business, and behind stellar reviews, that can be an important factor in whether or not a customer decides to purchase from you or choose you as their service provider.
It can be tough to know if what you’re sharing is useful to your visitors, but by incorporating some of these essential tips, you have a great chance of setting yourself up for success.
Know Your Audience
As with any public relations initiative, your audience should define your tactics. If your audience is interested in health hacks, you should find a way to tailor your content to fit that need.
If your audience is Millennial-aged women who are business owners, you should be focusing on the platforms where they are (Instagram, Facebook and Pinterest).
Know who you’re targeting, and that will drive your strategy and your tactics.
Simplify How You Speak
Public relations is all about storytelling.
PR pros have to find ways to tell an interesting story about complex technology, products or topics (I once had to pitch an expert in neural nets, 10 points if you know what that is!).
When you’re used to working with others in the same profession, it can be challenging to communicate terms or procedures that are so familiar to you in a way someone completely unfamiliar with it would understand.
The medical and legal fields are notoriously complex to navigate, so the better able you are to explain a topic clearly and succinctly, the better your chances of bringing in and keeping new patients and clients.
First and foremost, avoid jargon when explaining a complicated term or procedure.
One way to simplify your explanation and engage your audience is through analogies and metaphors.
These methods are typically the easiest to grasp and contribute to better communication overall, which is key to patient and client satisfaction.
Use Visual Aids
Humans are visual creatures, and nearly every iteration of new media is proving that with the ability to include photos and gifs.
Benchmarking shows that social media posts with images tend to perform better than those without.
They also serve a place in blogs too - to keep your reader engaged for longer.
Studies show that, on average, people read just a quarter of a blog post.
Especially in the age of social media attention span syndrome (or SMASS, as I like to call it), it is critically important to break up long blocks of text and include images between each section to keep the reader from getting fatigued.
If you’re using video as your medium, invest in a gimbal to stabilize your smartphone.
Shaky images make it hard for viewers to stay engaged, and stabilizing will make your videos look more polished.
And while we’re on the topic of video...
There’s a Reason They Say Eyes are the Windows to the Soul
You’re doing your first (or fiftieth) Instagram or Facebook Live, and you realize afterward that your eyes are all over the place.
Eye contact draws people in and engages them, so it’s important to look directly at the camera.
It can feel really uncomfortable if you’re not used to doing it, but practicing by doing test runs before you go live can help you become more at ease.
Long-Form Blog Posts and Videos are Important for Your Site...
For starters - When it comes to blog posts, the bare minimum should be 300 words.
Research has shown, though, that high-quality posts of at least 1,000 words tend to rank highly in Google.
As I mentioned above, SMASS can cause what Google tells you and what your visitors’ want to be contradictory.
If you’re writing a post discussing the worst things you’re doing to age your skin or the basic legal steps you need to take when starting your business, you may not need to write 1,000 words to get your point across.
And going over could turn off your audience and force them to leave your page faster than expected.
Hence the importance of using visual aids when you can use that extra length!
The average adult reads about 250 words per minute, so if your site’s analytics show an average time on page that is significantly different than that formula, you may want to consider where your content length (and quality) are going wrong.
The same goes for video!
If your YouTube videos are seeing a crazy drop off after the first 30 seconds of a 6-minute video, you may want to get a fresh set of eyes to review the content and see how to improve it.
...But Break Them Down Into Bite-Sized Chunks for Social Sharing
If you’re sharing to your social channels (and you should be!), keep in mind the medium when creating bite-sized versions.
You should already be using relevant graphics or images when posting anyway, but one way to utilize your long-form content as tips on Instagram is to create separate graphics and upload them using the multi-photo posting feature.
Your audience will be able to easily swipe through each tip.
This also helps keep your content’s shelf-life fresh for a longer period of time.
Breaking long-form content into mini shareable posts can help drive traffic back to a specific topic on your site over the course of a week or two, rather than just a few days following.
What are some of your favorite best practices to implement when you’re sharing health or legal info?
Stuck on how to write great quality content or what to do with all of your content? Drop us a line, and we can help!