Creating a business or company in this day and age can be difficult to grow without it being marketed online, especially in the aesthetics industry. You want to create an effective online presence that can draw in new customers on a frequent basis, but it can be daunting to know where to start and how to do this in the world of digital marketing. Read our top tips on developing an aesthetics marketing strategy.
Social Media Marketing for Aesthetics
Building your online presence starts with creating various social media platforms for your business. It is the easiest place to start, as many of us use some form of social media within our personal lives. Try to create a profile with a username that is consistent across all social platforms so that it will be easier for potential clients and customers to find you.
To expand on the amount of followers you have, many brands will post a giveaway where people can win a prize ranging from treatments, products and other services. When hosting these giveaways, you can ask people to follow your profile, share your posts to their stories and ask them to get their friends and family to follow your account. It will allow more people to become aware of your business and follow your social pages.
It is important to note that it is illegal to have prizes that are prescription only medications such as Botox within giveaways.
When figuring out what content to post on socials, you first need to determine what your brand voice is like. Will your overall tone of voice be funny? Serious? Informal? Or formal? This will help narrow down the type of content to post. For example, if you are aiming for an informal, funny tone of voice, try posting memes or funny pictures in relation to the types of products or services you offer. Whereas, if you are going for a formal, serious tone of voice, you may want to post things such as inspirational quotes.
Many people often neglect the story side of socials, but they are a quick and efficient way to interact with your following. You can share other people’s posts that are using your products/services or posts that align with your brand. Post polls or ask questions to your audience through stories also, such as “What do you think are common misconceptions with filler?” Or even play games via stories like quizzes.
Your customers/clients will always be interested in seeing pictures of the service or product that you are selling. A type of photo based content that performs well in the aesthetics business is before and after pictures. Not only does it show potential clients how your products and treatments perform, but it is also a way to keep a record of all your client’s treatments.
You should only post pictures of your clients if they have given you consent. This can be recorded by having them sign a consent form that says where their pictures will be posted and how they will be used.
Posting on social media can be ineffective if it is neglected. You should be posting on a consistent and frequent basis. This doesn’t mean you have to post every day, but at least a couple of times a week.
To make this easier on yourself, you can use a social media scheduling software or use built in schedulers on platforms such as Facebook. You can schedule posts in advance for certain themed days like Mother’s Day and then create content around them, or even create campaigns in advance to help promote products or treatments.
Search Engine Marketing for Aesthetics
Your website plays as big of a role in marketing as social media accounts do! This is where clients can book treatment, view information about the treatments you offer, and more depending on your specific niche. Here are some important tips to consider when you are designing and marketing your aesthetics website.
Easy to use
A lot of your potential customers/clients will find you through a simple Google search, so having a website that is simple, easy to use and navigate can keep people on your site rather than drawing them away. It will also mean they are more likely to return if they have a good experience using your website, increasing the amount of user sessions.
You should also consider how people will view your site, as over 50% of people from the UK alone access the internet via their mobile phone. This percentage is expected to rise every year. Your website should be responsive, which means it works well on various screen sizes, such as a phone or tablet.
Search engine optimisation refers to where you rank for search terms that are relevant to your business. You need to think about what words your customer/clients may be searching if they were looking for your business or products, and add these phrases and terms to various pages on your site. For example, your dermal filler page may have the words “dermal filler near me” or “lip filler” so that when people search these terms, your site appears.
You want to aim to appear on the first page of people’s search results, ideally, the higher up you are in searches, the more traffic you can drive to your website.
Your content on your website is just as important as the content you post on social media. It can also play a role in search engine optimisation as websites with good quality, informative and updated content perform a lot better in search results in comparison to sites with minimal content that haven’t been updated in a while. Think about the kind of content you want to display on your website to market your aesthetics. You could even have your own blog page, like ours, which you can check out for some tips!