When it comes to delivering facial aesthetic treatments successfully, mastering the clinical skills is just not enough. If you have all the skills, but no patients, then you are on a road to failure. Learning how to market to your existing database of patients, if you have one, as well as how to market to secure yourself some new ones is ultimately what will help to bring you success in your business.
Following on from our recent blogs where we looked at maximising internal and external marketing strategies for your aesthetic business, it’s now time to add Internet or online marketing to your mix.
Dentist and aesthetic practitioner, Dr Harry Singh has set up the BTC training courses to help doctors, dentists and nurses to learn from his experiences and implement the strategies which have brought him success in the facial aesthetic sector. Harry started his journey from dentistry to facial aesthetics over fifteen years ago and you can learn from him how to implement a successful marketing campaign by attending one of his workshops. BTC workshops are a place where you can learn, question and receive bespoke and ongoing business support.
One of the core lessons in business is understanding the concept of the 3Ms of marketing. The 3Ms in question dictate that you should know your target MARKET, understand and create the right MESSAGE to get them through your doors and know the MEDIUM by which you will achieve it – INTERNAL, EXTERNAL or INTERNET and SOCIAL MEDIA.
INTERNAL marketing allows you to target your existing client base with simple and low-cost strategies to up-sell, cross-sell and generate word-of-mouth referrals. EXTERNAL marketing broadens your approach to bring in new customers, expanding your business and increasing profits by raising brand awareness in your local area, networking and making reciprocal deals with other local operators who can help you to keep patients coming through your doors.
Moving on from these strategies we start to think more ‘globally’ in our approach and to do this we turn to something which was once referred to as the World Wide Web, the INTERNET. Widening your marketing strategy to include everyone who is online with a computer, tablet or smartphone further expands your audience from those who are immediately local, to those who are much further afield, but interested in what you have to offer. Keeping up with trends and technology can be tricky when it comes to optimising your Internet marketing strategy, and this may be where you stretch your budget a little to get some expert help on the best design for your website, your search engine optimising (SEO) strategies and the best and most cost-effective ways to use pay-per-click (PPC) advertising to your advantage.
Time spent on the Internet is transient, so you need to consider how you will get people to engage with what you have to offer, ultimately making the call-to-action, which will get them into your clinic, as simple as possible. Considerations include the use of video marketing. Modern life means that people are busy and distracted; reading text is less desirable these days. Invest time an effort in using rich media such as image galleries and embedded videos on your website and you will find that people spend longer on there and this will impact on increasing your conversion rates. Consider offering downloadable guides to treatments for the princely sum of their telephone number and email address – means nothing to them, means future contact and conversion gold to you. (Making sure that all such engagement is GDPR compliant for new data protection regulations).
When it comes to Internet marketing, there is much more to discuss than could be written in this blog, which is why, as well as setting up BTC and offering accredited and CPD-verified training courses, 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 email@example.com for more information on why you should choose BTC to help you to market your aesthetic business.
Call 07711 731173 or email firstname.lastname@example.org for more information on why you should choose BTC to help you achieve a successful aesthetic business.back to blog
Harry Singh has developed a system to help you assess where you are now, what is missing from your business and how to reach your goals.
Take the FREE scorecard here