Digital marketing is an essential component of a successful overall marketing strategy for most companies, but it is also an area that leaves many aesthetic professionals feeling overwhelmed and confused. Our team at Crystal Clear Digital Marketing wants to relieve some of the confusion and anxiety by sharing some digital marketing tips that have helped many top aesthetic companies.
For most aesthetic professionals, digital marketing can be challenging because it feels too convoluted. And because many simply don’t know where to start, they remain on the sidelines, eager to participate but not quite sure if it is worth the time and effort.
In today’s fast-moving and highly competitive world, we have more ways and places than ever to market our business. And while blogging and content and social media marketing are usually free, it can be very time-consuming.
Whether you’re new to online marketing or just want to be more effective at it, the following tips could help you.
Blogging and Content Marketing Can Be Effective for Top Aesthetic Companies
Blogging and content marketing (both written and video) are some of the best digital marketing strategies for top aesthetic companies. By delivering your prospective and existing patients with content that is educational and not pushy, you can rapidly establish yourself as an expert in your industry, boost your profile, accelerate your brand awareness and develop long-lasting relationships and trust. This is crucial for prospective patients who are still in research mode and not quite ready to make a decision.
Blogging can also have a positive impact on your SEO. If you can post at least once a week, you will significantly boost your website’s ranking on search engines. The more blogs you post, the more traffic your site will receive because all search engines (and real people) love fresh content.
When posting to your blog, don’t forget to include a call-to-action to generate additional leads. If you aren’t sure what content to include, ask your patients what would interest them and what they would like to know more about.
Utilize Google Alerts to bring to your attention the interesting subjects that are being discussed online and write from your own perspective and knowledge. Record questions that your patients ask and create a written or video blog to share the answer with everyone. Look at other quality blogs for inspiration and ideas.
The more you can share your personality, experience, and knowledge via your blogging, writing and videos, the more you will develop your own dedicated following. You might find that you enjoy writing; if you do, consider guest blogging and contributing articles to local magazines and newspapers. Multiply your reach and build your profile by linking the blog to your website and share your knowledge to garner more leads.
Use Social Media and Facebook Advertising to Your Advantage
When handled correctly, social media can provide a large number of prospective patients for top aesthetic companies. But you need to learn how to use it properly to get a return on your investment of time and money.
You may want to begin by selecting one or two social media platforms that your existing patients and prospects are most likely to use. In the field of aesthetics, Facebook is the most popular, but don’t ignore the power of the other platforms.
It’s called “social” media for a reason, so make sure that you are engaging and sharing your authentic, sociable side. Don’t be too “salesy” and be sure to keep your posts frequent, relevant and helpful. You will find that the more you engage, the more your posts will be shared and commented on, and the more people will see them.
Just because you have hundreds or thousands of likes on your Facebook page doesn’t mean that all of these users will see your posts. In fact, it’s likely to be only a small percentage, because Facebook wants you to spend money on advertising with them.
Another important tip – it’s becoming more impossible to retract what you say on social media, so make sure to think before you post. Having a social media policy is essential so that employees and freelancers know the rules and expectations for all online communications.
Make sure you stay alert because consumers can share both positive and negative opinions about you and your business. This is why being alerted of mentions, comments or messages is important to help you make sure any negative situations can be addressed before they get out of control.
Maintain a Strong Presence On Local Searches
Most people today are searching for a business on the go while using apps like Apple Maps and Google Maps. Ensure that they can find you by registering your local listings and making sure that your company information always remains current.
Maximize the Power of Email Marketing
Email marketing is important for keeping your existing patients engaged, but you can also maximize its potential to attract new patients by combining your email marketing campaigns with other types.
The impact of email cannot be denied, and many aesthetic companies are sitting on a huge database of untapped potential, so share your knowledge weekly via educational, informative and interesting email newsletters each week. Don’t forget to invite your email list to visit you on your social media channels and leave you positive reviews.
Positive Reviews are a Powerful Tool
What people say in reviews matters to patients, and many trust online reviews as much, if not more, than a personal recommendation, particularly if they are recorded and shared as a video.
Social proof is vital to becoming one of the top aesthetic companies because your patients can sell your practice better than even you can. Having positive reviews with high star rankings can persuade interested patients to contact your office. So make sure you promote your positive reviews in other forums, such as your website and social media platforms.
Strategize Before You Start Any Online or Offline Marketing Program
Determine your goal and one or two objectives, such as:
- Driving visitors to your website
- Getting the phone to ring
- Compiling email addresses for a newsletter
Identify your target demographic by being clear about the type of prospective patients you want to reach. Consider what they care about most and what problems you can solve for them. Identify their likes, dislikes, location and where they spend time online to help you determine the best ways to structure your message to them.
Ask your current patients how they came in contact with you and why they chose your business. If they located you via an online search, ask them what search terms they used and which social media platforms they use. All of this insight can help you focus your efforts.
Check out your competitors, but keep in mind that just because a competitor is doing something, that doesn’t mean it is successful. Reviewing what your competition is doing can help you create your own unique approach, but don’t get obsessed with it—you and your business are unique.
It’s also important to track your results. Keep in mind that marketing is also about testing—just because you try something once and it doesn’t work, that doesn’t mean it won’t work again if you change one or two characteristics of it.
Online marketing will generate a huge amount of data for top aesthetic companies to review and refine their marketing efforts. It’s important to closely monitor your website analytics and measure your click-through rates and conversions.
Determine how many people who see your advertisements actually convert into patients or take a certain action, such as subscribing to your email newsletters. You should also utilize call tracking.
If you want your business to be included in the list of top aesthetic companies in your area, or even in the country, these strategies are vital to your success. If you’re ready to boost your business with digital marketing, call our passionate and experienced team at Crystal Clear Digital Marketing to discuss your goals and the resources that we have available to help you reach them. Contact us today to get started!