Objectives
- To provide a forum for ATMS member and practitioner voices on social media channels, integrating with the wider marketing and public relations plan
- To build and grow a community of natural medicine practitioners and natural medicine therapies end-users on social media
- To engage practitioners and the public in factual, topical discussions about ATMS and the natural medicine industry (increase social media engagement – comments, likes, shares)
- To be the go-to place for up-to-date information on natural medicine
- To demonstrate to natural medicine practitioners that ATMS is the first to market with news on natural medicine
- To represent the voice of practitioners to the public
- To provide content for practitioners to share with their audiences
- Drive traffic to the ATMS website to:
- Influence membership acquisition and retention
- Connect end-users to relevant ATMS members for the provision of natural health services
- Drive bookings for CPE events and ATMS special events
Strategy
- A B2B and B2C strategy to engage both practitioners and end-users of the natural medicine industry
- Target key audiences and maximise budget with advertising
- Targeted campaign strategies across each channel to maximise engagement and relevance
- Facebook:
- 3 posts per week
- 80/20 content rule
- LinkedIn:
- 3 posts per week
- Government and research focused
- Instagram:
- Launch an Instagram account
- 3 posts per week – focus on modalities, health and wellbeing
- Facebook:
Results
- In 15-months Zadro assisted to successfully reach and exceed the set goals across the social media channels
- Facebook:
- Increased ATMS likes and followers – from 16,000 to 34,000
- Increased average post engagement from 216 to 523 interactions per post
- Facebook:
- LinkedIn:
- Increased ATMS followers – from 762 to 2,616
- Increased average post engagement – clicks, likes and comments
- LinkedIn:
- Instagram:
- Acquired over 1,000 followers in the first month
- Instagram:
