Your Social Media Playbook to Drive Traffic and Conversions

10 Ways to Use Social Media to Drive Traffic and Conversions

As healthcare providers, we know the importance of building an online presence with the help of various social media platforms. With the help of a comprehensive social media playbook, we can make sure that we are reaching the right audience and spreading our messaging across different channels. It also helps drive traffic to our website and increase conversions, resulting in a better return on investment.

In today’s digital marketing landscape, leveraging social media platforms through a social media playbook is crucial for amplifying your brand’s voice and driving significant traffic on social media. With the unique ability to reach diverse audiences, social media plays a pivotal role in enhancing online traffic and boosting conversions for healthcare businesses. This post delves into ten best practices for using social media to increase traffic and conversions, tailored specifically for the healthcare industry, in line with a well-structured social media playbook.

Social Media Playbook: Top 10 Strategies for Increasing Traffic and Enhancing Conversion Rates

These best practices, as outlined in a comprehensive social media playbook, can help you leverage your social media to drive traffic and conversions.

1. Determine your target audience.

Your target audience is your ideal clients with whom you want to engage in your content and social media outlets. A social media playbook can guide you in identifying and understanding these audiences.

2. Select the most appropriate social media platforms.

A social media playbook helps in selecting the best platforms to match your audience and increase traffic.  Choose the best social media platforms to match your audience and increase traffic. Each social media platform is unique, so consider the following options when deciding on the right platform:

  • Build a community on Facebook using B2C content, Facebook ads, sponsored stories, and news content.
  • Use Instagram for B2C content and marketing tools like story, photo, video, and carousel ads. Instagram is ideal for visual branding and connecting with influencers.
  • Linkedin is best for B2B content. Employ LinkedIn ads and groups as marketing tools. Share industry news and event updates.
  • Twitter works well for B2C and B2B content. Use hashtags and promoted tweets strategically and share news stories to connect with influencers.
  • Upload B2C and B2B content on Youtube. Employ video and display ads and share how-to and entertaining video tutorials.

3. Optimize your social media profile.

Ensure your social media profiles are fully optimized to attract more traffic and foster conversions. Your social media profile page is often your first impression, so ensuring your profile is complete with a picture, cover photo, contact information, and a link to your landing page is vital. An effective social media playbook includes guidelines for optimizing profiles.

Also, ensure that your profile provides clear information about your company and what distinguishes you from your competitors.

Businessmen analyzing the social media report chart in the meeting

4. Create content that is engaging and shareable.

An engaging, relevant, and relatable social media page can attract visitors. Develop content that resonates with your audience, encouraging shares and increasing traffic on social media. When your content is valuable and interesting, your visitors are more inclined to comment, like, and share, which broadens your visibility and reach.  

Creating eye-catching and easily shareable content such as images, videos, and infographics can result in more customers and potentially more conversions. A social media playbook often emphasizes creating shareable content.

5. Propose a powerful call-to-action (CTA).

After you’ve created your awesome content, it is also important to further interact and engage with your audience by prompting them to take action. Depending on your goals, use compelling CTAs in your content to guide social media traffic towards conversion actions. Depending on your goals, use compelling CTAs in your content to guide social media traffic towards conversion actions, as recommended in a social media playbook.

For example, “Click here to schedule a free 30-minute mental health consult” contains a concise action and an incentive.

6. Follow the 10:4:1 rule for your content.

The 10:4:1 ratio is a rule that states that for every 15 social media posts, ten should link to content from outside sources (third-party sources), four should link to your company’s content, and one should be a sales pitch or CTA. Follow the 10:4:1 rule in your posts to maintain a balance between informative content and driving traffic on social media, as suggested in a social media playbook.

7. Employ user-generated content (UGC). 

UGC is content such as social media posts, testimonials, blogs, or reviews created by someone else. Incorporate UGC to build trust and naturally increase traffic on your social media pages.

You can encourage your audience to share reviews, testimonials, and experiences and repost these accolades on social media. After viewing these, potential customers can feel more informed and confident about your product.

8. Effectively use hashtags to access new audiences.

Utilize strategic hashtags to widen your reach and drive more traffic on social media. Consider a branded hashtag specific to your business to create exposure and encourage conversations.

9. Engagement and Responsiveness

Building a trusting and loyal customer base depends on your level of engagement with your followers. Responding timely to questions, comments, and concerns shows that you appreciate them, their feedback, and their needs.

Address comments and messages professionally and respectfully and offer explanations and resources as needed. On the same note, you can engage with your followers by starting conversations, requesting feedback, or sharing UGC.

Actively engage with your followers to build a loyal community and enhance traffic on social media.

10. Track, measure, and analyze your social media performance and adjust where needed.

Regularly track and analyze your social media performance to refine strategies for better traffic and conversion rates. Then, use this valuable feedback to make necessary adjustments and changes to your social media marketing strategy.

Along with tracking and measuring, remember to stay current with social media trends and best practices.

Types of Healthcare Content That Are Effective for Driving Traffic and Conversions

Creating fun and interesting content is fundamental to driving customer traffic and conversions. In the healthcare space, the following types of content can be particularly valuable:

  • Health Quizzes: Use quizzes to engage and educate your audience, driving more traffic on social media. Quizzes are interactive, fun, and informative activities that allow your audience to gain insight about their health concerns. Some examples include quizzes that assess their fitness level or determine their risk of osteoporosis. 
  • Testimonials and Reviews: Showcase customer testimonials to build trust and increase social media traffic.
  • Visual Content: Infographics, images, gifs, and animations stand out more than text and can help set you apart from competitors. Create visually appealing content like infographics for higher engagement and traffic. Visuals such as food pyramids and disease facts can make your content more memorable. 
  • Health-related Campaigns: Run health campaigns to educate and engage your audience, boosting social media traffic. Health campaigns are a way to deliver health information and educate and encourage the public to adopt healthy behaviors. The ALS ice bucket challenge is a prime example of a social media campaign that resulted in millions of dollars for ALS research. 

By implementing these strategies, healthcare businesses can significantly enhance their presence on social media, driving more traffic and conversions. Remember, a well-crafted social media strategy is key to maximizing brand awareness and success online. Consider these best practices and content tips when creating your result-driven social media marketing strategy. And if you need assistance with your social media management, check out WriteRN’s
comprehensive services.


Amura. (2022, October 20). 8 Useful Healthcare Content Marketing Tips. Amura 

Dholakiya, P. (2023, January 17). 6 Ways to Engage Customers and Boost Conversions on Social Media. Social Pilot.

Raitaluoto, T. (2023, May 11). How to use social media to drive traffic and conversions to your SaaS landing page. Market Tailor. 

Smarty, A. (2022, June 24). How To Drive More Traffic And Conversions From Social Media. Martech Zone.

About the Author

Seychelles Zack, RN

Seychelles Zack is a freelance nurse writer and creator of Imprint Health Content and has been an RN for 13 years with experience as an ER/trauma nurse and an Inpatient Case Manager. She recently earned her Masters in Healthcare Quality Improvement & Patient Safety from the Johns Hopkins Bloomberg School of Public Health. She enjoys traveling, wine tastings, and CrossFit when she is not writing.

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