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LinkedIn Posting to Market Healthcare Organizations

7 MINUTES TO READ
LinkedIn Posting to Market Healthcare Organizations
Summary: Whether you’ve been in the healthcare industry for years or just starting, we’ve outlined a step-by-step approach to using LinkedIn social posts for Healthcare B2B Marketing.

Maybe you are asking yourself how to reach more people on LinkedIn to get more clients. Using LinkedIn to get more clients depends on your goals and how we use it.

When we talk about social media marketing, we usually consider strategies to reach all possible audiences, with the expected result of getting a bunch of leads and followers ready to buy our services.

Although that is a part of a LinkedIn social media strategy, it is not the crucial part. The real challenge is connecting with your audience to build a relationship before they can consider your solution, whether it is now or in the future.

Establish Trust

To achieve a relationship on LinkedIn with a prospective client, we must start with the primary objective: Establish Trust.

LinkedIn is a platform designed for experts in their field who wants to share or partner with other experts to achieve their individual career goals and to read about relevant career or industry-related news.

To connect with your prospective clients, showcase you and your company’s expertise in your field. This is equivalent to dressing up for an interview or sales call. What does your profile or company page say about you?

B2B Marketing on LinkedIn

LinkedIn was ranked as the most-trusted social network in Business Insider’s Digital Trust Report for 2020 and the Digital Trust Benchmark Report for 2021.

It has maintained both rankings over the years, as it is the social network dedicated exclusively to business, and many succeeded in creating successful and long-lasting business connections.

With the use of Sales Navigator and messaging, LinkedIn is now an established B2B Marketing tool above other social media platforms.

Using LinkedIn in Healthcare B2B Marketing

More than 7.1 million healthcare professionals are active on LinkedIn, with the figures growing yearly. And like other industries, people in the healthcare industry naturally surround themselves with other experts within the healthcare industry.

Healthcare professionals and organization executives who are active on LinkedIn are more likely to be the decision-makers that you need to talk with.

Whether you’ve been in the healthcare industry for years or just starting, we’ve outlined a step-by-step approach to using LinkedIn social posts for Healthcare B2B Marketing.

Start creating your network by following and adding companies or people that match your desired target audience.

Step 1: Research

Pay attention to what others are doing on LinkedIn within your target audience.

Search for profiles of companies that might be interested in your services and take note of the topics of interest they publish and the articles they write or share.

Based on this, you can start designing a buyer persona and strategy to capture their attention. Based on your results, you will then be ready to move to the next step.

Step 2: Content Planning

LinkedIn is more of a content-driven engagement with both personal career and company achievements taking center stage. This is an advantage since healthcare is an industry with constant innovation, research, and discovery, and you will never be short of topics.

Your posts should be a mix of demonstrating your expertise and sharing trending topics to show your service offering while keeping your audience’s interest.

You can show your expertise by sharing content about your services, providing helpful tips, and considering news or statistics for trending posts.

Ensure your content is relevant, current, and authentic to capture and hold your audience’s attention enough to pique their interest in you.

If a large part of your strategy is selling your service, create posts around different problems that your service can solve for your target audience, and use the content in your post to explain why.

Step 3: Content Creation

In writing social posts, stimulate a conversation with the audience where you comment on the graphic that you included or the article that caught their attention.

Be confident. You are an expert willing to discuss a matter of common interest and are open to new and diverse opinions, which helps you build relationships.

Remember, this is an omnichannel strategy; sure, you have a website, articles, other social media channels, etc., with more written content for those channels, but be consistent with the tone of your voice on LinkedIn as this defines your identity.

In Healthcare B2B Marketing, it is best to keep your tone professional, short and direct, considering that your audience probably has little time to spend on LinkedIn.

Your clients may be patients, hospitals, or health care providers. Be sure to match the tone and level of medical knowledge appropriately.

The more personalized and accurate the post, the higher the conversion will be. Don’t be afraid to mention how your service applies directly to a specific need by your prospective client; after all, you want to attract them with your post. If you want to reach more people, create several posts that your audience can easily relate to.

Step 4: CTA (Call to Action)

A CTA is a call to action. What do you want the readers to do next? Although the CTA goes inside the caption, it should have its own strategy for each post type.

As you are getting started, opt to leave a CTA that leads the prospective client to your website, allowing them to get to know you and create a level of awareness before you start selling your solutions to them.

Once you established your audience by connecting with the right decision-makers, create the CTAs according to your content and objectives; Awareness, Consideration, and Conversion.

Step 5: Analysis of Efforts

Designate a few hours a week to look for trends in the healthcare service you focus on and save them to be used as your reference to create your content.

Don’t forget to check LinkedIn analytics periodically. Pay attention to the posts that got more impressions, reactions, and shares; identify the topics that hooked and engaged your audience. You’d want to create more of these types of posts.

The world of healthcare is constantly moving and growing, and you must keep up to stay in the spotlight and be relevant.

Keep trying new types of content and topics and get your audience to engage. The more you play with your Healthcare posts on LinkedIn, the more you’ll benefit out of it.

Establishing meaningful business relationships on LinkedIn takes time. Be patient during the first months, and you will see growth over time as your connections start to understand who you are and what you are selling through insightful and relevant social post content.

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