Don’t put links to your social media on your website.
Not at the top.
Not in the middle.
Maybe at the bottom.
Why not?
Think about your sales process as a funnel, wide at the top where you pour everything in and narrow at the bottom where you get stuff out.
You want as many people as possible to enter the top of your sales process, so you need a platform and content that appeals to a broad an audience.
But as you go further into the sales process, you want to filter out everyone who isn’t a good client and move along everyone who would be a great client, so you need to narrow your platforms and message to more specific individuals.
At the bottom, you speak to people personally, which is where you convince them to become clients.
Now think about this “funnel.”
Where is social media? Top or bottom?
Where is your website? Higher or lower?
Social media is at the very top, where anyone and everyone, including your Auntie May and second-cousin Phil can see your content.
If people view and engage with your social media, they may move down the funnel to an email list or website.
Your website needs to move them down the funnel by convincing them to call or visit you personally, where you can convert them into a patient.
That’s why your website doesn’t have generic tips or funny memes or home videos.
You want to talk about more specific problems and the solutions you offer.
You want to more them down toward becoming a patient.
Don’t push them back up the funnel to more generic content on social media.
If they leave your site to visit your social media, what does that accomplish?
You’ve lost them and have to start the whole process over again later.
I know you spend a lot of time and effort on it.
And I know it feels good to have more social media views and likes and followers.
But you know what feels even better?
Having more patients in your clinic and money in your pocket.
Focus your website on converting patients, not promoting your social media.
One exception: It’s ok to put your social links at the bottom, or your latest podcast or YouTube video.
Not everyone who visits your website will be ready to convert, and keeping them connected to your social media or podcast (if they aren’t already) can be a way to stay in touch.
But it should be the last option.
Don’t push your leads away.
Pull those patients in as close as possible.