Instagram for Medtech: 5 Growth Hacks to Grow Your Account
When Medtech companies formulate their social media strategies, many do not consider Instagram a viable platform to reach their target audiences. But in reality, disregarding Instagram is a mistake for any business, including the makers of medical devices. So whether your goal is to increase brand reach, boost engagement or generate higher conversion rates, this social media platform deserves a spot in your 2023 marketing plan.
How has Social Media Marketing Transformed the Medtech Space?
Medical device companies differ from typical B2B businesses in many ways. For instance, success in Medtech requires much deeper trust, relationship building, and customer focus. Over the past few years, industry-leading Medtech companies have shifted to omnichannel models to build personalized engagement and stronger relationships with healthcare professionals. So how did they accomplish that? By moving a significant portion of their marketing dollars to digital channels - social media marketing being one of them.
Companies have quickly figured out that social media marketing can help achieve multiple objectives, including boosting SEO, establishing a sense of trust and familiarity with target markets, forming industry alliances, and expanding access to potential customers. From lead generation to product launches, Medtech companies have leveraged social media to generate new opportunities.
Should Medical Device Companies Have an Instagram Account?
The answer to this question is an unequivocal yes. Here are some telling statistics demonstrating the business potential inherent to the platform:
90 percent of Instagram users follow at least one business
The average Instagram business account grows its followers by 1.69 percent each month
50 percent of people use the platform to discover new brands, products, or services
The average engagement on business account posts is 0.83 percent
While the above stats are undoubtedly compelling, one of Instagram's most significant benefits is allowing your brand to connect with your audience wherever they are. With mobile devices driving well over 50 percent of website traffic, this statistic is difficult to ignore. Thanks to Instagram's smartphone-focused user interface (UI), it is no wonder it is the second-most popular platform.
5 Growth Hacks to Grow Your Instagram Account
Ok, so you have created an Instagram account for your medical device brand. What's next? Here are five tips for growing your account:
1.) Create a Solid Content Strategy
As you develop your social media content calendar, brainstorm valuable content ideas that would keep your audience engaged. For example, some of the most popular types of content on Instagram are quotes, inspirational images, and images that trigger emotions. Consider a variety of photos, videos, and photo carousels. Use case studies and social proof by showing physicians using your products.
Once you have developed your strategy and know the types of content you want to post, you probably wonder how frequently you should be hitting that post button. Again, consistency is key, and we recommend posting at least once daily. According to a recent survey, business accounts post an average of 1.6 times daily.
2.) Leverage Your Company Bio
Companies often forget about optimizing the bio section of their account. Why is this so important? Because your bio contains the only clickable link on the platform. You have to be strategic and intentional. Remember, each time an Instagram user decides to engage with your brand, your goal should be to pave a customer journey for them by sending them off the platform to your website.
Create a landing page with a clear call-to-action (CTA) and track it. Whether you want your prospects to download your ebook or schedule a demo, they should never have to wonder what action you want them to take.
3.) Use the Right Hashtags
Hashtags allow you to make yourself discoverable. Using them strategically will help you attract new prospects by enabling you to engage with people unfamiliar with your brand. Do your homework and search for popular hashtags in the Medtech space. One example is #surgeon you can use if your product is intended for surgeons.
Another great tactic is to leave an engaging comment in the comment section of a competitor's post. By doing so, your comment will stay visible and at the top until someone else comments. Finally, remember to reply to comments you receive from your audience. Keeping your community engaged is crucial for growing your followers.
4.) Write Engaging Post Captions
Every image, video, or carousel you post needs a compelling caption. Learn how to create captions that resonate with your audience and signal to the algorithm that your content is relevant to new potential followers. Instagram allows you to use up to 2,200 characters for your caption, but sometimes a short, engaging caption is the best way.
Use hashtags and keywords strategically and experiment with your writing style. Then, track the response you get from your followers and try to master a caption style that works best with your audience.
5.) Try Instagram Advertising
Although this is a paid function, Instagram ads are an excellent way to increase your followers. For example, you can boost one of your posts or stories and mark the More Profile Visits ad objective. For optimum results, you need to target the correct audience. How do you know what your ideal audience looks like? Leverage analytics to study your existing followers and use them as the basis when creating a target audience for your ads.
Do you see the value of using Instagram to boost your SEO, build trust with your audience and generate new leads for your medical device? If so, set a goal for yourself to implement what you just learned in this article.
Here is what to do next if you are ready to grow your Instagram account:
Create a content marketing strategy
Leverage your bio
Use the right hashtags
Write compelling captions
Consider Instagram ads
Remember, consistency is critical. Do not get disappointed if you don't immediately see the results you want. It takes time to build trust with your audience, create relationships and build a thriving community. But when done right, Instagram can deliver fantastic results over time.