Social media isn’t just something for your kids and the millennials out there, more and more of us are on social media and the influence it has on our lives is tremendous. If you want to influence people into choosing you for their facial aesthetic treatments, then you need to be seen on social media. You may well have mastered all the clinical skills, but if you don’t master the marketing skills too then you’re on a hiding to nothing.
In a recent series of blogs, BTC training have been exploring the 3Ms of marketing which is at the heart a successful facial aesthetic business.
The 3Ms show you how to understand your target MARKET and be able to create the right MESSAGE for them, with a call to action that has them sat in your office ready and waiting for a consultation. To get your message to your target market, you also need the right MEDIUM – whether that is through INTERNAL (marketing), EXTERNAL (marketing) or INTERNET (marketing) or SOCIAL MEDIA.
INTERNAL marketing leads to low-cost, simple strategies to successfully target your existing client base. They should be the easiest ones to convince with up-selling or cross-selling of your services, plus they are the ones who are most likely to say nice things about you, spreading word-of-mouth amongst friends and family. But you need more than that, these are also the people you want to be asking to leave reviews for your services on Google, Trust Pilot, Facebook and other social platforms.
EXTERNAL marketing broadens your approach and is where you have an opportunity to bring in new customers who are not familiar with what you have to offer. They may have come to you through your efforts to raise local brand awareness via newspaper or radio interviews, or from recommendations by other businesses like hairdressers, gyms or beauty salons you have approached. But similarly, they may have come to you because your local Google business listing now has some juice reviews on it thanks to your existing patient cohort.
INTERNET marketing is where we widen the net (literally) much further. Optimising your website to maximise geographical presence in search engine results broadens your catchment area. Embracing pay-per-click (PPC) advertising with Google or mastering demographically targeted Facebook advertising means that you can use the power of the Internet to your advantage to bring it yet more clients.
Don’t forget, ALL these new clients should also be leaving you reviews to help you stand out in what has become a crowded sector.
The next component to the choice of mediums for your marketing is SOCIAL MEDIA. If you haven’t got a Facebook business page, Instagram account, You Tube channel or Twitter feed, then you need to invest some time to build these, one by one, to maximise your online presence. If you don’t yet have a website, setting up a Facebook page can give you instant Google search presence whilst you sort out quotes from website designers, but it’s not a long-term solution, you will need a website too.
The use of social media is growing exponentially and it’s a busy place, so you have to learn to provide engaging content with a call to action to get the ‘bums on seats’ that you’re looking for in your clinic. It needn’t take up all your time, many tools are now available to allow you to spend time scheduling content which can be drip feed in over the week, leaving you free to manage only the engagement that your content draws in, whether it’s comments or likes, and direct those people to book an appointment. Consider rich and interesting content including short blog posts, videos, images, sharing recent reviews and testimonials, special offers or even timed Facebook live sessions to engage in a Q&A. Don’t be afraid to be educational, promotional and personal in equal measure to keep people interested in what you are offering.
Dentist and aesthetic practitioner, Dr Harry Singh who founded BTC training courses to help doctors, dentists and nurses to learn from his experiences knows the complexities of navigating social media and making it work for a business. With over fifteen years behind him since he turned his back on a dental career for one in facial aesthetics, there isn’t much him and his team can’t teach on their interactive, CPD-certified workshop days. You will come away knowing how to implement successful marketing strategies which incorporate, in much more detail, the importance of the 3Ms of marketing.
Dr Singh has also recently published a book entitled ‘Let Go of the Handbrake’ which will not only accompany his training, but also become your business ‘Bible’. To grab yourself a copy of Harry’s book, simply visit www.letgoofthehandbrake.com.
BTC courses are designed to educate and motivate you, as well as support you at all stages of your business. Call 07711 731173 or email firstname.lastname@example.org for more information on why you should choose BTC to help you to market your aesthetic business.
Call 07711 731173 or email email@example.com for more information on why you should choose BTC to help you achieve a successful aesthetic business.back to blog