If you’ve read our blog, or follow us on social media, we consistently post content giving tips for small business owners to find success through social media and video. Of course, the question is always, “Yeah, but do these tips work?”
Meet Dr. Tanveer Janjua, a board certified plastic surgeon in Bedminster, NJ. After hiring E9 for video editing, we approached Dr. J in November 2014 about letting us strategize and manage his social media. He already was aware of the benefits of video, and now E9 was going to take his content to the next level.
In 7 months, the social media strategy we developed for Janjua Facial Surgery has been a success. It starts with YouTube. Anyone can upload a video, but to properly optimize that video takes time & following YouTube best practices. Dr. Janjua currently has over 1,700 subscribers, and 1.5 million views. Yes, you read that right. 1.5 million views. Now views are great, but are they getting folks in the door? The answer again is yes. Dr. Janjua regularly has patients flying from around the globe to have him perform various procedures. Take a moment to look at his blog with stories about patients from China to Mexico, and everywhere in between.
You’re probably thinking, “That’s great, but do local customers find him?” That’s where Facebook comes in. In 7 months, we’ve grown Dr. Janjua’s Facebook following to over 600 people. That may not seem like a lot, but these folks are what we call “quality followers.” They enjoy Dr. Janjua’s content, and regularly engage with likes, comments, and shares. People aren’t very likely to follow a plastic surgeon on social media, so it’s a testament to Dr. J’s content that he’s built this following. So how do we find new followers? We use a combination of Facebook Offers, Boosted Posts, and Promote a Page. Facebook Offers are an amazing tool to offer discounts and coupons to a targeted group of people. We don’t want customers to just like the page. We want them walking into his office every day for consultations and various skin care services, and they are.
It doesn’t stop at Facebook though. We’ve also grown his Instagram following to over 2,000 people, and his Twitter following to over 600 people. We answer comments on both platforms and steer potential customers to call or email his office. Using social media as a customer service tool is often over looked. You have to respond and engage to truly build valuable relationships.
Probably the most valuable piece of content we utilize for Dr. Janjua is the video testimonial. He has over a dozen patients that have gone on camera and touted how he has changed their lives. This, coupled with actual surgery videos, showcases Dr. J’s expertise and brilliant work. Giving people access to this content helps them make up their mind about him before they pick up the phone or walk into his office. It’s astonished him how valuable these videos have been.
Here are links to Janjua Facial Surgery’s social media pages, and a few YouTube videos (which are also posted to Facebook). See how and what we post for him. They’re great examples of a properly executed social and content strategy for a small business.
If you have any questions, comments, or feedback, feel free to email me: firstname.lastname@example.org.