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7 Golden rules for Marketing your Aesthetics Business on Social Media
Social media has grown into a whole new world of potential customers with whom you can easily connect through the various social media platforms. If you take into account the number of users who are using different social media platforms, that number is massive.
On YouTube that is owned by Google there are more than one billion users. Similarly on FaceBook, there are over 1.4 users, worldwide. In the UK the largest percentage of population is using FaceBook that is more than one third of total population. So this seems to make sense that you need to inculcate social media into the digital marketing strategy of your aesthetic business.
You do not need to be on every platform for the promotion of your aesthetic business but if you do want to make the best out of social media platforms then you need to have a large and expert marketing team along with the services of an SEO company to back up your online optimisation. This all needs time, money, efforts and most important of all PROPER PLANNING.
How to start?
If you want to become more active in your efforts on social media than you are at present then your first step should be to figure out on which platform your patients are lurking. Almost 73% people between the ages of 35-44 maintain a social media account on one or multiple social media platforms. 58% of the people between the age of 45 -54 have an account on social media and this is the group that would be interested in facelift, fillers and toxins and laser resurfacing treatments which you are most probably doing in your clinic.
Around 29% of the people above the age of 65 have their profile on at least one of the social media platforms and in most of the cases it’s going to be FaceBook because older people wants to remain connected with their family.
So you need to start your social media marketing strategy by first figuring out which social media network your patients might be using and how you can connect and expand from there. As social media is becoming quite overwhelming, it has become quite difficult to chalk out from where to start and how to start. To make things more convenient for you here are the seven social media rules which you can follow to use social media networks effectively for your digital marketing strategy.
Rule#1: Outsource if you cannot manage
If you think that you will not be able to handle it effectively and consistently then you should outsource it. Even if you already have someone in your clinical staff who is great at managing it, if he/she doesn’t have time to do it on consistent basis then it will be of no use for your business. So it is better to choose a person and let him/her manage it on your behalf. You can hire interns, grad or medical students who understand your business and have time to do part time job and also need money and it can be easily managed through their laptop.
Rule#2: Keep an eye on ROI
Keep a track of every tactic and measure the success and ROI (Return on Investment). This will help you to evaluate whether things are working or not and whether you need to change your focus or need to invest more in your time, efforts or staff.
Rule #3: Understand your target market
It is no use of spending time, money and efforts on the tactics that are not attracting your target audience. If you do not have an idea about who is your target audience then you should first need to know that before starting investing. You can have a main target, then sub targets and then further targets. Start by analyzing whom you want to attract and what you are interested in doing more in your aesthetic practice. First figure out if you are interested in doing more Botox, fillers, lasers or more liposuctions.
Rule # 4: Hire a competent SEO/SEM
In today’s digital marketing world, the role of SEO/SEM is very important. If you do not have knowledge of SEO/SEM, then it is better to hire one. He will evaluate the important metrics of your online business, will do keyword research and will create an appropriate social media marketing strategy to suit your business needs. This will help you to improve your online presence and will attract more potential patients.
Rule #5: Invest in latest technology
If you have an in-house team, doing social media marketing for you, then you should provide them with the right technology to enhance their productivity. It will be easier for your staff to succeed in achieving social media targets if your technology will be more integrated. For instance, if you seriously want to make social media marketing more efficient then at least use the third party platforms like Hootsuite and any others like it to schedule as well as optimise your content as well as its posting.
Rule# 6: Make it easier for patients to follow you
By making it easier for patients to follow you, more patients can be attracted. For this, you can include your social links on all your clinic signage such as “Like Us on Twitter for receiving special offers. Make it appear on all your marketing materials as well as on the landing page of your website.
Rule# 7: Remain consistent and clear in your efforts
Remaining consistent and clear is the key. Results will not show if you do something once in a while. Develop a social media marketing plan for at least 6 or 12 months. Initially, create content for one month at a time and make use of consistent themes, images, colours and hashtags that represent the brand of your clinic.
By following these rules, you can make the maximum out of your social media marketing efforts and can promote your aesthetic practice as an influential brand in the aesthetics industry.
Lesley Fraser
I am a writer by profession and works for a national magazine as a writer and sub-editor. I write about diverse topics but my favourite field is aesthetics. I frequently blog about the news, researches and latest advancements in the aesthetics industry. My blogs have wealth of information for the general public as well as for practitioners pursuing career in aesthetics.
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