COVER SERIES
AWARENESS
Shapes Business Perception
Sharing the secrets to leveraging social media as a mobility marketing tool
By A.J. Donatoni
A very important and often overlooked segment of marketing efforts for any business is social media.
Nearly everyone uses some form of social media, whether it’s something as simple as posting vacation photos on Instagram, looking up a menu on a local restaurant’s Facebook page, or yes, even scrolling mindlessly on TikTok, as many of us are prone to do at some point.
But in the mobility industry, social media, when harnessed correctly, can be an powerful tool to help reach your audience, drive traffic to your website and ultimately convert more sales. The power of this marketing tool can be a differentiating factor for your business.
Why It’s Important
According to LinkedIn, about half of all revenue is influenced by social selling in common industries, including health-related products. According to Social Commerce, a business that’s consistent on social is 40% more likely to hit its revenue goals. Within the home medical equipment (HME) industry, it’s a huge part of how buyers research, validate and shortlist providers for a sale.
Based on those statistics, it’s clear that your online presence shapes users’ perception of your business before a conversation even begins. That presence includes both your website and your social media profile. Quality, consistent content reinforces expertise and will make your customers feel more comfortable to reach out and start the conversation.
Different Platforms, Different Jobs
When we reference “social media,” we’re almost always referring these major platforms as of 2026: Facebook, Instagram, TikTok and YouTube. And while they can all be part of an overall strategy, their differences are important to understand.
Here’s a quick snapshot of each with statistics provided by Sprout Social:
- Facebook: 68% of U.S. adults use it, with a broad reach across all major age groups
- Instagram: 47% of U.S. adults use it; strongest among ages 18-29
- TikTok: 33% of U.S. adults use it; 62% of ages 18-29; 40% women vs. 25% men
- YouTube: 83% of U.S. adults use it, with a strong reach across all age groups
While content can be similar across these platforms, certain content has historically performed better on certain outlets. For instance, Facebook is best for posts that establish community trust and inform your audience of store updates. Instagram is best for product visuals and short-form video reels. TikTok is the best outlet to demonstrate your business’s personality and testimonials from customers. YouTube is best for searchable how-to videos, testimonials and longer-form product explainers.
As you create different types of content, consider the ideal platform for each and discover what works best.
Weigh Your Resources
Many of you reading this right now may be thinking, “That all sounds good in theory, but we’re a small store and we don’t have the resources in place for a large social media presence, so there’s not much we can do.”
We certainly understand the limitations that exist and that not all businesses are the same. The good news is that social media can be managed properly even with limited staff time or resources. By dedicating even a single hour per week to maintaining your social media presence, you can practice good habits that achieve results.
These good habits are to create, engage and improve. You want to create content on a consistent schedule that you or your team can maintain. You’ll want to engage by replying to comments, thanking customers and answering questions to establish trust. And you’ll want to improve your presence by tracking simple metrics such as reach, saves, clicks, messages and leads.
Sample Schedule & Planning
Setting a consistent schedule within your means is essential to establishing a solid digital presence. A sample weekly schedule could look like this:
- Monday–Product Spotlight: Highlight the benefits of a product you carry with a clean photo or short video
- Tuesday–Behind the Scenes: Introduce a team member or show how you manage delivery and setup support
- Wednesday–Education: Answer a question about the comfort, access or use of a particular mobility device
- Thursday–Testimonial: Use a quote, review or short success story from an end user
- Friday–Community: Feature a local event, referral relationship or service capability
- Weekend–Engagement: Reply to comments and focus on interaction as opposed to posting
This schedule varies the content and offers something fresh each day. Even with minimal staff, this can be achieved in a short amount of time.
Throughout the day, take photos or short video clips with your cell phone that capture engaging moments in the store, deliveries, events or mobility product demos. They do not need to be polished; cell phone content is effective in relating to the customer.
Take a few minutes to write captions for the posts you’re going to make. Then use tools like Meta Scheduler to schedule your posts ahead of time. Once you’ve created the content, it’s relatively simple to schedule it out.
Whether or not you have someone dedicated to social media coordination, the most important thing is to be consistent within your means. The best plan is one you can keep going for 90 days, whether that’s a couple of posts per week on one platform or a post every day on multiple platforms. Maintaining a consistent schedule will bolster your audience and establish a professional presence that your customers can get to know. Think of each post as a small trust-builder that moves someone one step closer to action.
Resources to Help
Look to manufacturers and vendors to provide you with resources. After all, we all want to help someone find their perfect mobility product.
Our providers have access to a full product image library, including ready-to-post digital assets. Providers can also share any content we post on our own channels and are encouraged to tag us in their posts, so that we may share them with our audience.
By properly harnessing the power of social media, we can work together to increase awareness of mobility solutions for our audiences and make meaningful connections that establish trust, leading to conversations that spark many mobility journeys
A.J. Donatoni is the marketing and communications coordinator for Pride Mobility Products Corp. Visit pridemobility.com.
Photos courtesy of Pride Mobility
