These days, no business succeeds without a strong online presence. How you approach your online visibility varies significantly from industry to industry, so what are the correct strategies to apply for cosmetic surgery marketing? Today we’re going to cover several ways that you can enhance your online marketing strategy. While some of this advice applies to all medical fields, each of these tips especially applies to cosmetic surgery in particular.
How to Succeed in Online Cosmetic Surgery Marketing
Successful online cosmetic surgery marketing consists of three key areas. First, there is your website. Second, we have to examine how visible you are in your local market. Finally, we will see how social media can improve your visibility online. Let’s start with what was likely your first foray into online marketing: your website. Everyone has one, but how can you make yours perform better for your business?
Your Website Strategy
All too often, we here at Crystal Clear Digital Marketing work with customers who hastily put together a website and struggle to get meaningful interaction online. Your website cannot be seen as a chore. Instead, look at it as an opportunity to attract people to your business.
Each page of your website can contribute to your online visibility. To do that, you have to think about how the content on your website is structured. We’ve broken this down into three types of pages that you should consider:
A landing page is where your potential customers “land.” After clicking somewhere, usually within a Google search, whatever page the person goes to is the landing page. In the past, we always referred to this as your “home” page. Nevertheless, these days a good strategy is to have multiple landing pages, each one focused on specific keywords. How would this work in practice?
Suppose you offer cosmetic surgery services alongside spa treatments, which is common for many wellness centers and cosmetic clinics. One landing page could be a hub for all of the cosmetic surgery procedures offered, while another could serve as the hub for all of your spa treatments. Similarly, if your practice sells a particular line of beauty products, you may want a landing page for those as well.
After considering your landing pages, you’ll want to think about your product pages. Does each service or product that you offer have its own page? If not, write down a list of all of your products and services and aim to make a page for each one.
By doing this, you will have a page for every possible search term your potential clients might use. This increases the likelihood of people finding your page. Why does this technique work so well for cosmetic surgery marketing?
Consider what might happen if someone searched for liposuction in your area. If you do not have a page specifically dedicated to liposuction, a competitor’s page might appear before yours. People often search for more specific items than simply “cosmetic surgery.”
Another strategy can be to write blog posts about your services. These can be written in a friendlier tone and often address concerns or questions customers might have. Recovery times, pain during procedures, and costs are all great topics to write about.
Blog posts can also be much smaller and more frequent. If your blog is very successful, your website might even become a go-to source for information. Crystal Clear Digital Marketing recognizes that blogging is a critical component in our FIND, SERVE, and KEEP strategy. We can help you make it work.
Cosmetic surgery marketing online cannot exist without a connection to your local community. Yes, you need a web presence that is visible to everyone. But more importantly, you need to make sure the people who are likely to use your services see your website.
Local search engine optimization, or local SEO, does exactly that. It helps the people near your business find your business. There are several ways you can improve your local SEO online.
Google My Business
You absolutely need to use Google My Business. This set of tools will help your business to be more visible on Google searches. When people perform a search through and add the phrases “near me” or “in Anywhere, USA,” the search engine tries to pull up results that are most relevant in that location.
Make sure your business information is up to date with an accurate address and operating hours. Upload pictures of the outside and inside of your business. That helps people to find it while driving around.
Local Pages on Your Site
You can leverage your website for local SEO by creating pages that are specifically dedicated to your community. This is a useful tactic whether you have one office or several.
By using the keywords “cosmetic surgery” and the name of your neighborhood or town, you’ll improve your local visibility. Write a page about your business’s history in that area and extend appreciation for its patronage. Showing pride for where your business is located helps to inspire local people to support your business.
Partner up with other local businesses as well. Cosmetic surgery marketing performs well when coupled with businesses that work in the beauty and wellness industry, including gyms, beauty salons, spas, and product lines. Getting links from other websites helps raise your search ranking, so collaborate whenever you can.
Nextdoor: The Ultimate Local App
We would be remiss if we did not mention this useful app that can greatly improve your local visibility. Nextdoor allows you to offer services to people in your immediate vicinity. You can set your location to either your work or home address.
The best way to start is to actually use the app to get services from your neighbors. By doing this, you establish real connections with potential clients. People who hire a service on Nextdoor are more likely to sell their services to the same people.
We know that managing social media can seem like yet another time-consuming task. However, people put a considerable amount of trust in a business when they see a strong presence on social media. You can use this to your advantage. There are two platforms, in particular, we want to analyze.
Having a Facebook page is a necessity, especially for cosmetic surgery marketing. Many of the people getting cosmetic surgery are in Facebook’s core demographic. The average Facebook user is over 40 years old now, which is precisely where many of your potential clients are in life.
Keep your business page updated and encourage clients to leave reviews. Offer discounts in exchange for likes, which will help boost that page to the top.
No social media platform is more important for the cosmetic surgeon than Instagram. Cosmetic surgery marketing is inherently visual. People want to see the results of your work, so show them on Instagram.
Encourage your customers to post before and after pictures while tagging your account. You can take this a step further by taking your own pictures and getting your clients’ permission to post them. Show people what they can expect from your practice.
If you find that managing social media accounts is tedious work for you, don’t be afraid to pass it on to someone else, and for the best results, you should consider professional services by people who know Internet marketing and social media in particular.
The most important thing is reliability. Your social media accounts need to have new posts on a regular basis. If anyone tries to contact you with them, you need to be able to reply quickly.
Bonus Tactic: Pursue a Second Language
This one piece of advice comes with a caveat: know your area. You will need to do some market research to find out which language communities are under-served in your area. However, if you can identify a need and fill it, you can quickly improve your online visibility.
Most web pages are in English, but medical pages tend to have a lot of complex terminology. This can be challenging for people who do not speak English as a first language. Appealing to a portion of the population with another language can make your clinic unique and expand your client base.
Hire someone who can use the language, since the client may need some help communicating when they arrive. Write content or hire a translator to rewrite your online content, and you’ll be well on your way to capturing an untapped market.
Improve Your Online Presence Now
If you want to improve your online presence and visibility, both on a global and the local scale, call Crystal Clear Digital Marketing today. Our staff has the skills you need to help your business flourish online. Not only can we revamp your website, but we can also design content that will attract clients through search results. Contact us today to get started.