It can be difficult for any company in any industry to compete against the big-name brands, and this holds especially true for you in the business of aesthetic medicine, whether it’s services or products. Startups are sprouting up all over the world wanting to get a piece of the $53.3 billion industry – an industry with a projected CAGR of 5.5 percent and a market worth $73.6 billion by 2022, according to Research and Markets.
While North America makes up 45 percent of the global market, Asia is looking to be the next frontier, with India and China showing the most significant growth. In addition to that, the cosmetic surgery products market (namely the materials and chemicals used during procedures) is projected to reach $11.6 billion in 2018. Nevertheless, non-surgical treatments are still leading the way in the global aesthetics market. Usually, these treatments are loosely broken up into three categories: active cosmetics, injectable products, and energy-based devices. Injectables hold the biggest market share out of all these products.
So, it goes without saying that it can be a cruel and unforgiving world for the fledgling aesthetic startup or even for those who have been around for a while but haven’t gotten to that sweet point just yet. You may also look at some of the market leaders and ask yourself, “How exactly do they do it?” Crystal Clear Digital Marketing has been helping those in the aesthetic, health and wellness industries achieve success in the digital realm for some time now, and along the way, we have learned a thing or two about what it takes to increase your competitive edge. Here are five fundamental tips for competing with the top aesthetic companies.
Create and Maintain a Strong Online Presence
It can’t be stressed enough how important a strong online presence is for any company or professional. The days of picking up the Yellow Pages and looking for the nearest business are long gone. People are relying on applications such as Google Maps and Yelp more and more every day. Once they find what they’re looking for, Google gives them the option to either call the establishment or visit the website. It’s surprising how many practices don’t have a website or, if they do, it’s not appealing to the eye nor easy to navigate.
In an article written in Forbes, web designer Joseph Putnam answers the fundamental question: Is web design essential for SEO? Interestingly enough, the kinds of websites he studied were health websites. Putnam concluded that website design held far greater weight than its content in terms of conversions. In Putnam’s study, he asked people to visit various health websites and explain why they did or didn’t trust one or the other. An astonishing 94 percent said they didn’t trust the site because of its design, while only a meager 6 percent said it was the content.
Creating an online presence entails much more than throwing a website together, posting some blog articles, purchasing some Google AdSense, and keeping your fingers crossed. Furthermore, good SEO practices cover much more than keywords and links – you have to treat your website like a physical business by making it as attractive and user-friendly as possible.
Stay On Top of the Industry Trends
One thing that sets the high-performers apart from the rest of the flock is their tenacity in keeping in the know about trends within their chosen industry. Being that the medical field is such a tech-heavy business, it’s no surprise how often new technological trends come along. And as technology advances further, these changes will start occurring more frequently.
These trends don’t merely cover procedural and material elements. You should be concerned about everything from digital marketing trends to automation. The more you have in your arsenal that gives you an edge and shows potential clients that you know your stuff, the easier it will become to compete in the big arena.
Another thing that gives you that up-to-date look is frequently visiting the big competitors’ websites and studying what they’re doing differently from you. Learn about their strong points and especially their weak points – points that you can take and improve on to give you a one-up.
Focus On Local Dominance Before Taking Over the World
Nearly every big name company out there started small and local. In some cases, those companies didn’t begin seeing national or international attention until its second generation of leaders came along, or unless they were bought out by one of their bigger competitors. Take Johnson & Johnson, for example, producing only one product in the beginning, which was ready-to-use surgical dressings. Today, Johnson & Johnson operates over 250 conglomerates globally.
In those days when companies such as Johnson & Johnson were being formed, they didn’t have the Internet. Companies grew by word of mouth, collaborations, and old-fashioned marketing techniques. In ways, it was easier in those days. Today, you’re competing against thousands of people just like yourself in one space: the Internet. Therefore, focusing your SEO efforts on the local market first is typically the best way to start improving your search engine results. This is because Google relies on personalized search results where most people are looking for something local. Additionally, smartphone use is not going away, and this is where 40 percent of people search for local businesses. Out of that 40 percent, 88 percent of them will visit a company they found on their smartphone within 24 hours.
With this said, it’s essential to utilize NAP (name, address, phone number) citations to get the most out of local SEO results. Search engines use citations as a part of their validation process, so having your NAP information mentioned a lot promotes a broader scope for cross-referencing. Our team at Crystal Clear Digital Marketing can run a citation audit to see where your company is referenced and advise you on any details that need fixing.
Google research has proven that good reviews on a Google listing lead to a 140 percent increase in requests for driving directions, while websites experience a 360 percent boost in traffic. If you’re having a hard time getting people to leave reviews, it doesn’t hurt to offer incentives for doing so, or just remind them later in a follow-up email. Even if someone leaves a negative review, following up with a positive and helpful response gives you back some of your credence.
Generating reviews is something that goes beyond SEO and should be one of the top things on your list of things to achieve. As a matter of fact, usually, by the time someone has decided to look at your reviews, they already know exactly what they want. At this point, it’s all about finding a local company with the best, most attractive online presence. In addition to that, once customers see positive reviews, they’re more likely to call or drive to your business rather than opening the website.
Build Long-Lasting Relationships
Most of us have heard or even experienced at one point in time or another the coldness of corporate entities. Today, we live in a time when the newer generations are looking for socially responsible companies who care about more than the dollar signs. One aspect of this social accountability is building relationships locally and, if at all possible, globally. If your brand is focused on solving real problems for real people, others will notice and offer their support. By paying attention to the details and changing what needs to be changed, you’re already setting yourself apart from the big corporate pack.
Amazon and Netflix are prime examples of startups that went against the big boys. They both started out as nothing but specks with no brand power, entrenched in their tiny spaces, with no vendor relations or distribution. Nevertheless, they stayed determined and kept their focus on the customer and were brave enough to innovate, saturating the traditional industries. Now they are not only leaders in their spaces, but they have become creators of new spaces.
Furthermore, relationship building isn’t just about creating a good PR campaign; it’s about building a community around your organization, much like Apple did. In today’s finicky market, it’s not merely about a good product; people are interested in your values and beliefs first and foremost. This is why the team at Crystal Clear Digital Marketing has the internal Mission Statement to provide the “Greatest Customer Service Experience EVER by a Digital Marketing Company!” So, we don’t just preach these things; we believe and practice them in our own business.
The Internet can be a big, scary place for those who aren’t keen to navigating it. We know that for most of you, taking care of patients is at the top of your list, so getting around to building your online presence is a little tricky. Allow our experts at Crystal Clear Digital Marketing to help you grow your business while you help people look and feel their best. If you have any questions concerning our services and what it can do for you, please don’t hesitate to contact us today for further information!