What should audiologists post on linkedin?
A FOUR-TIER CONTENT STRATEGY FOR SUCCESS
By Katie Armatoski, Au.D
Over the past few months, I’ve been talking more and more about LinkedIn as a powerful marketing tool for audiologists. I really believe in the platform, and I think it has the right demographics that most of us are looking for. Plus, the algorithm is so much easier to work with than what’s on Facebook or Instagram!
But most of you already know that you should be posting on LinkedIn. That’s not the hard part. The hard part is knowing WHAT to post. If you’re not a creative thinker (and most audiologists aren’t), the thought of sitting down to come up with content that’s interesting enough to appeal to people on social media is pretty daunting.
So, I want to make it easy for you. In this post, I’m going to share my four-tier content strategy for success (™… just kidding) so you can sit down and batch out a whole bunch of content that’s ready to stream out on LinkedIn. Say goodbye to the daily content paralysis that leads to lackluster content (or no content at all). Ready to jump in?
Tier One – Industry News and Research
Our field is rapidly changing, as you know. There’s always new research being done or news related to the audiology industry that would be useful for other people to know. The goal is to establish yourself as a thought leader in the audiology space, especially to medical professionals who can refer patients to you.
So, when you share this kind of content, be sure to add a caption along with it that includes your personal thoughts and takeaways. Write as if you’re speaking directly to the medical professionals in your area (because you are). Tell them why this information should matter to them, and they’ll start to see you as the brilliant expert you are!
Tier Two – In-Depth “How-To” Posts
We all want to know how things work, but most of us are too busy to seek out the information ourselves, especially medical professionals. I’ve found that they’re much more likely to refer patients to you if you make it easy for them to understand how and why you do what you do.
Create “how to” style posts that outline the products or services you offer your patients. Make sure you provide enough in-depth information in your post so that it provides real value. After all, if you’re going to put in the effort to do something like this, you might as well do it all the way.
Ultimately, your “how-to” style posts are designed to show medical professionals in your area that you are the audiology expert that they can rely on to make their jobs easier, which is the thing that’s really going to move the needle in establishing a reputation of trust (because everyone likes someone who makes their job easier, right?)
Tier Three – Photo Updates
Don’t forget to show off your company’s personality with regular photo updates! For example, you can share business-related anniversaries, staff birthdays, and personal accomplishments in just a minute or two with a candid photo shot on a smartphone and a quick little caption.
In your LinkedIn content strategy, you want to strike a balance of heavy-hitting posts and more casual stuff. People aren’t always going to have a lot of time to spend digesting content, so mix in some photo updates! They’re a great way to stay top of mind while at the same time showing off your workplace culture!
Tier Four – Industry Specific Third-Party Content
Here’s a little bit of good news for you: you don’t have to single handedly create every single piece of content you share on LinkedIn. You can share industry-specific content you find useful from third parties you follow, know, like, and trust.
For example, did you read some interesting news from a hearing aid manufacturer you work with? Share it with a line or two explaining why you found the content relevant. If you think the information could be helpful to medical professionals in your area, share away!
I hope this four-tier LinkedIn strategy helps you visualize a content calendar that could work for your business. I know it can be a lot, but when you take the time to think through your goals and how you want to show up online, it can be easier to zero in on the things that are really worth your time and energy.
Do you have any questions about networking with physicians on LinkedIn? I’m here to help! Feel free to leave a comment below or reach out to me if you would like to discuss further!