When it comes to marketing your practice's elective cosmetic services, there's no shortage of challenges. Fortunately, there's also no shortage of rewards when you do it correctly. The industry is saturated with competition, but when your brand breaks through the noise and reaches the right audience, there won't be a Nashville resident who doesn't know your name.
Getting your brand message to the right people has become significantly more important over the last year. Due to last year’s cancellation of elective medical services, the American Society of Plastic Surgeons (ASPS) reports that there was a 14% dip in Cosmetic Surgical Procedures since the previous year (2.3 million) and a 16% dip in Cosmetic Minimally-Invasive Procedures (13.2 million).
It’s time to welcome your clients back. Here are some helpful tips for marketing your elective cosmetic services.
1. Target High-Value Potential Clients
The best thing any elective cosmetic practice can do is target its high-value customers — the ones they can count on being loyal and repeat customers, or at the very least, referring the company to friends.
Know your audience. This means getting very familiar with their wants, needs, likes and dislikes, basic demographics, and more. The more you know, the better able you will be to reach and resonate with them personally. Start with identifying and defining your target audience, and then use that information to create personas and send them personalized content, messages, and ads.
2. Increase Your Digital Advertising Budget
Digital advertising is among the best marketing tactics available. It’s affordable and has a significant reach among various audiences and demographics.
Companies worldwide are jumping on this marketing method, dedicating more of their budget every year. As much as 378.16 billion was spent on digital advertising in 2020, but that number is expected to reach 524.31 billion in 2022 and 645.8 billion by 2024.
Effective digital marketing can be done through display ads, native advertising, social media, search engine marketing (SEM), video ads, or email marketing. Just pick the right fit for you and your brand to reach your audience where spend the majority of their time.
3. Create a TV Commercial
A commercial helps you put a face to your business while appealing to your audiences' emotions. Since the weekly TV reach in the U.S is sitting at 90% — above all other marketing channels — there's no denying its potential for your business.
According to TV commercial tips in Nashville, you should have only one subject, a strong call-to-action, a script that makes every second count, the right talent, and pay special attention to your shot list and post-production edits.
4. Attract Patients by Emphasizing Your Procedures Are Safe
In many cases, your potential patients are likely afraid of the procedures and worried about their safety. If you can successfully reach them and communicate that they have little to worry about, getting them through that door can make all the difference.
Whether through email, social media, blogging, or even on your website, showing the positive results of previous procedures can go a long way in comforting customers. Sometimes all it takes is a little nudge to convince your audience that not only do they want the procedure, but they can trust to have it done at your business.
5. Hybrid Marketing Campaigns
Integrating multiple channels into your marketing campaigns is key to reaching as much of your audience as possible. After all, not everyone is on one platform and certainly not all the time. Hybrid marketing allows you to reach more people more times throughout the day, week, and month.
Ninety-five percent of marketers say they know how important multichannel marketing is for targeting, but 51% of companies today use at least eight channels to interact with customers.
This is significant for an industry like elective cosmetics because there are so many competitors, making it challenging to reach the right people. Hybrid marketing reduces that challenge.
6. F.A.Q. Pages
The goal is to be complete and concise with your answers, and above all else, know the questions your audience needs the answers to. If you show that you can anticipate your patient’s needs, they’re more likely to trust you and book an appointment.
7. Before and After Photos
Before and after photos are another great way to display what your business has done for its customers. Sure, you can communicate how safe and successful these procedures usually are — but there's nothing more credible than the work and results you've done personally.
Combine these photos with customer reviews and tutorials to top it off. This is key considering nearly 78% of people trust online reviews as much as a recommendation from a friend or a family member.
Consider adding these photos (and reviews, when applicable) to your website and social media. Instagram is great for attracting business via before and after photos since it's such a visual platform.
8. Video Marketing
Video marketing is a hot topic nowadays, especially since more and more people prefer it as their primary source of content consumption. However, the ideal strategy is to have a nice mix of all forms of content like video, text, and images.
People watch an average of 16 hours of online video per week (which is a 52% increase in the last two years). Eighty-six percent of people would like to see more video from brands, and 64% of consumers make a purchase after watching branded social videos.
You can do this through how-tos, tutorials, employee spotlights and interviews, industry expert interviews, announcements, and more.
9. Well-Written Content
Having well-written content available to your audience is essential to helping your brand stand out and for your business to establish authority and expertise in the field. If customers can count on your content to help them get the information they need, they may be better able to count on your experts to do the procedures.
Businesses that blog experience twice as much email traffic as businesses that don't. And marketers who prioritize blogging are 13x more likely to have a positive ROI on their efforts.
There's no better time than now to get ahead of the competition. Follow our Meredith Nashville blog for more on marketing and growing your elective cosmetic business.