The aesthetics industry is on the rise. Cosmetic procedures are no longer a hushed up secret with women and men alike happy to admit to minor and major appearance tweaks. With an increase in people looking for safe and legitimate aesthetic clinics, more and more continue to pop up across the country.
With more competition than ever before, your aesthetic clinic marketing needs to be second-to-none to help you pull ahead of competitors and build your client bases.
Starting an aesthetics clinic – what to consider
Once you’ve decided to start an aesthetics clinic, like any business, you’ll have a lot to think about and decide. The aesthetics business is rapidly growing, so first you’ll need to identify your USP: what sets you apart from your competition?
Determine what you can offer that clients won’t be able to get from elsewhere. Are you trained in a specific area to a high standard? Do you use new products that aren’t available to everyone? Do you offer special packages? Perhaps you have educational knowledge that you bring to your aesthetic treatments? Whatever it is, you need to make it the very core of your aesthetics business.
Undertaking competitor research is always beneficial when launching a new brand. Take a look at what similar clinics are doing and try to identify where you can provide something even better. This could be anything from offering a more competitive rate, having better trained staff or using more high-quality products and equipment.
Know Your Target Market
It’s also a good idea to speak directly to your target market. Identify the key demographics that you imagine would form your client base and undertake audience research in order to find out exactly what they look for when choosing an aesthetics clinic. This will help you to determine everything including branding, prices and treatment.
One of the key things that can make or break the set up of any business is the branding. Think about some of your favourite businesses and brands; we can guarantee that they all have key trademarks that help them to stand out in your mind. Perhaps they use specific colours or their logo is instantly recognisable. Maybe the tone of voice they use is synonymous with their brand. Your branding will help clients to instantly recognise you on every touch point and will help to build brand consistency and confidence.
Marketing your aesthetics business
Marketing your aesthetic clinic is the key way to build up a customer base as well as brand loyalty and trust. There are various different marketing tactics you can implement but the first thing you need to do is identify exactly how your target market consumes media and marketing.
For instance, if you wanted to target “Gen-Z”, we know that this demographic has grown up with technology and are social media savvy – meaning the best platforms to target would be Instagram and your own website. If you were looking to target an older audience, however, then more traditional media coverage and Facebook advertising may work better.
The key element of aesthetic clinic marketing is showcasing two things to your audience: results and safety. It’s unlikely that anybody is going to convert into a customer if they can’t see the expected results and understand that the procedures are licensed and safe. These two elements should run through all of the marketing content that you create.
You can make use of various different platforms to spread your message including social media, email marketing, your own website and on-site content and reaching out to publications and influencers within your niche. Don’t be tempted to stick to just one platform either, try to reach your customers across various touch points in order to increase brand awareness and the chances of them converting.
When should you hire help from an aesthetics marketing agency?
Business marketing can take a lot of time and effort and can often take your focus away from the everyday tasks that running a business entails. Marketing agencies like Social Chameleon can help lighten your load and take over the running of your marketing plans but when is the right time to hire extra help?
When you need a boost – If you feel like your current marketing activity has stalled or isn’t getting your desired results then it may be time to bring in the experts. A marketing agency will look at everything with fresh eyes and their experience and knowledge can help to kickstart your marketing again, helping you to achieve the results you’re after.
When you don’t have time – When you’re running a business, you wear many hats – from team leader to finance manager to social media manager – and it’s only natural for some things to start slipping. You have to prioritise, and sometimes marketing simply isn’t at the top of the list. If you don’t have time and your marketing simply isn’t getting done, then maybe it’s time to bring in some help.
How we can help you at Social Chameleon
Here at Social Chameleon, we worry about your marketing strategy so you don’t have to. You can hand over all or just part of your marketing to us, safe in the knowledge that our team of experts know what works. We’ve got specific experience helping aesthetic clinics to transform their online presence, boosting client bases and increasing brand satisfaction and trust.
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