John Andrews, CMO of Ignite Social Media, explains in this video how even companies with decidedly unsexy products and services can use social media to their advantage. (Fast forward to 9:00 for how to use a LinkedIn Company page, which I recommend.)
I used client Rose Medical as an example. They make products out of extruded tubes which, no offense, isn’t typically associated with page-turning media. Plus, they are mostly engineers, no one on the team is passionate about writing stories.
So what can a company like Rose Medical do?
1. LinkedIn is probably your best bet.
Craig, Rose’s VP of Business Development, and Rose’s executive team members all have LinkedIn accounts. They are connected with present and former colleagues and clients, most of whom have at least an appreciation for the work Rose does.
So Craig could write LinkedIn Pulse articles. When he does, his network would be notified about the article, as you see on the right.
A LinkedIn update is another option, as shown to the left. You can include a link to a video or article and you can add a photo. As are most social platforms, LinkedIn is a visual medium so take advantage of color and imagery to tell your story.
2. Create a Company Page on LinkedIn.
While I’ve long since had a Medical Marcom company page on LinkedIn, I hadn’t created one for the Medical Devices Group – that is, until John reminded me of the power of it.
Of course, a company page’s power comes when it has followers.
If Craig and everyone on the Rose Medical team made a point of inviting connections, prospects, and clients to like their Company page, they could amass a few hundred followers. That’s better than having the content come from Craig from his profile because – long live Craig at Rose Medical – it’s risky to have your digital assets tied up in one employee.
3. Research where your prospect spends their time online.
I’ll be honest, when I do this for a client, I outsource it. John looks at Forrester and other data sources, then prioritizes social channels. As your medical device marketing friend, I refer back to #1 and #2. Start with LinkedIn. There may be active online communities talking about your specialty. But I suspect not in most cases. Ask me or an agency type to research it for you. Don’t waste your time on it.
4. Use search tools on Twitter.
This is a smart idea. Even if you’re not a Twitter user, you can type in terms relevant to you and see what conversations are happening about them. Same thing on Google. See what pages come up for your terms of interest. How can you get in on those conversations?
P.S. Did you know Twitter has an analysis tool for your account? Here’s mine: Twitter Analytics account overview for MedicalMarcom
P.P.S. I forgot I created an About.Me page: https://about.me/joehage > Just another way to get your name out there.
5. Be a real person.
According to John, “The things that get the most engagement are the things that make me a real person.” He talked about taking photos of his food (which is silly to me) but he says, “No! People I meet for the first time say, ‘Oh! You were in Seattle last week and you were at Ray’s and you had a beautiful piece of halibut.'”
I do this as well – and I get it – most people simply won’t go there. But I’ll tell you it helps my business, unequivocally. People want to do business with people they like. Simple as that.
Are you likable online?