How to use social media as an Aesthetics Clinic
social media tips for your Aesthetics Clinic
A quick scroll on Instagram and exploring hashtags, such as #aesthetics #aestheticsclinic will reveal thousands of clinics! So, with practically every Aesthetic Clinic on social media, namely Instagram, you can’t afford not to be!
But a big question we get asked is, how do you market an aesthetics clinic correctly on social media? We’re here to help! Check out our top 11 tips to market your aesthetics clinic on social media below.
Start with your strategy
Before you begin any form of marketing for your Aesthetics Clinic, it is important to begin with your strategy. In this case it will be your social media strategy!
It is essential to review where you are now and where you want to be, as this will inform your strategy, and help you to stay consistent and informed on social media.
Begin, by determining what aspects of your clinic worked well, what aspects did not, and what aspects would require some adjustment.
Here are some ideas of things you could consider to inform your social media strategy and content:
Do you want to get more clients from social media for your clinic?
Do you want to build trust and authority?
Do you want to showcase your work/client portfolio?
How many followers you have and how many followers you would like.
How many posts can you create per week?
What type of content will you be sharing?
What are your competitors doing?
What makes your clinic different?
You can also check your social media insights ahead of implementing your strategy, and then review it as you go along so you can monitor.
Showcase beautiful images and videos
As an Aesthetics Practitioner, you already have an amazing foundation for creating quality images and videos in your clinic.
For example: Before and after botox images, examples of celebrities who may have had lip filler go wrong and why this has happened, certificates of qualifications, client video testimonials to build trust, the list goes on!
But where do you start with all of this? Instagram is a platform where it is very visual to users, so as an Aesthetic Clinic you NEED to be on Instagram. Users tend to be loyal to the brands that they follow on Instagram. Since it is a platform focused on photo and video content, it is ideal for showcasing your work.
So you’ve got the clients, you’ve got an idea of the content you want to put out there. How do you ensure the photos and videos are of a high standard? Learning how to take good photos and videos with the correct lighting and angles is so important for your business! Your luxury brand needs to feel luxurious! Make sure your pictures and videos relate directly to the story you are telling.
Preferably, pictures should contain interactions of people rather than just images of products. Choose only high-quality videos and photos, as this can make or break engagement! Instagram is a great place to start to grow your clinic, there are of course more Social Media platforms such as Facebook and LinkedIn, but if you are just starting out - Instagram is your new bestie! You can market your aesthetics business through stories (which disappear within 24 hours), posts, live videos and IGTV for lengthy videos.
don’t be afraid to use paid ads
A combination of organic content with paid ads on Facebook and Instagram can work amazingly for your aesthetics business. This is because you can target your ideal patients very precisely instead of waiting for them to find you! You can be really specific on your target audience, whether that be location, gender, or age. If you are launching a new treatment or have a particular sale on, you can customise and modify all your paid ads to reach specific customers. Your business should show a better presence of brand and provide a larger number of clients by using paid ads correctly. A well crafted Social Media campaign can raise brand awareness, drive traffic and leads. Getting started with paid ads may feel like a bit of a leap at first, but in the long run this could equal clients spending thousands of pounds in your clinic, it's just about using them correctly! Here are our top things to consider when starting up in the paid ads world: Establish your goals and desired outcomes for your paid campaigns, look for inspiration from successful campaigns, research appropriate creatives, and track your paid efforts with analytics.
Call to Action
So you’ve got your beautiful images and videos, and a knowledge of what posts to put out there. Now it's time to think about your call to actions (CTA.) A call to action is a prompt to get your audience to do something specific. We have seen a lot of clinics on Social Media with pretty photos of before and after lip fillers, and satisfying skin peels, but they are lacking CTA’s in their posts. So, you are already ahead of the game if you are reading this blog, and establishing that you are going to use CTA’S. (Because a lot of your competitors aren’t.) As Social Media scrollers, we can get lazy, and we don’t want to have to find what we need to do to book in for a consultation-so make it easy for people! If you want your followers to visit your new skincare blog- tell them! If you want more clients to book in with you for botox- let them know how to do it! It really is as simple as that. Including a CTA at the end of your Social Media posts can be revolutionary for your aesthetics business. PS don’t forget to include them in your Social Media bio too!
Reviews from clients
As an aesthetic business owner, you are dealing with injectables, so your clients need to be able to trust you. This is why reviews are SO important to you and your clients in your industry! Did you know, a huge 68% of users will often go straight to a business’s social media profile to read reviews? We are social creatures and we are all interested in knowing what others say before we make our buying decisions. Much like we would ask friends and family for recommendations. Instagram has the opportunity for a different kind of review system. It’s much more visual and provides an environment for customers to post long, detailed reviews that are provided with good quality images. We recommend reposting users that have posted something about your brand (User generated content) - (we’ll touch on this more later in the blog) creating more of a community feel! Facebook is a popular choice of platform for people to get quick information about your Aesthetics business. Users can read reviews and even view pictures that people have tagged your business with. This quick information allows for users to decide at that moment whether to use your business or not.
Share Tips and Tricks
Here's the real secret… If you want to build a loyal social media following and sell out your services, you really need to NOT just post ‘salesy’ content! Instead, 20 percent of your content should be promoting your aesthetics business, and the rest should be a mix of trust, inspirational, entertaining and your top tips and tricks! Let's talk about why tips and tricks are one of the most important types of posts in your business. By sharing tips such as how to keep your skin glowing in the winter months, from ways to get the most out of lip fillers, shows that you are not just focused on gaining new clients, but on helping clients on their path to achieving the look of their dreams to feel their best! It shows you are really invested in helping your audience, and people will appreciate that. When people visit your Social Media, you want them to feel confident that you have all of the educational knowledge, and will be happy to book a service with you. TikTok is an amazing platform to showcase all of your tips and tricks. Posting a how to video on the ultimate skincare routine for oily skin, or showcase your favourite recommendations of retinol for the month! These types of videos go down a real hit on TikTok!
Stay Consistent!
Consistency is key! Whether this be keeping your content on brand, posting regularly, and engaging with your audience! It is the secret added ingredient for using Social Media for your aesthetics business- the cherry on top! Without consistency, all of your hard work from our other tips will not be as powerful. Social media is fast-paced by nature, and content becomes out of sight quickly. That's why posting regularly is so essential: if you go weeks between posts, it's unlikely that your audience is seeing your message frequently enough for it to be memorable and make an impact. Our golden rule is at least 3 posts a week on each platform, but daily stories are essential! Moving on to brand consistency…If you want your brand to be memorable, then you need some brand consistency in your life! When your audience sees your brand across different Social Media platforms, they'll be more likely to remember your business when deciding who to buy from if you are consistent! Remember, stick to the same filter, make sure your logo is consistent throughout all platforms, and when posting designed graphics, ensuring your colour theme matches your brand, and all fonts used are… Let's say it again… C o n s i s t e n t! It really is SO important!
Engage Engage Engage!
We have touched on this slightly in our above tip, but we feel that we need a whole new section to talk about engaging! Without engagement, social media is just media. Engagement might include: likes and favourites, comments, DMs, replies, shares and retweets, and saves. Social media is meant to be social, so the businesses that succeed in encouraging social interactions are the ones that generate the most sales and awareness. Let’s think about it. A client comments on your before and after picture on Instagram saying “I need this.” Also tagging her friend. If you like, and reply back to her comment, a genuine, friendly response- you are not only in her notifications, but also her friends notifications! This is putting your brand out there, it also shows the type of person you are, that you’ve taken the time to reply to her comment. Social media engagement doesn’t necessarily translate to sales, but it certainly instigates them and increases a target customer’s chance of buying a service. A consistently high engagement rate means you’re building your presence and staying at the forefront of consumer minds. If you want to increase your engagement rate, to begin with you should respond to all comments and messages, and interact with your target clients accounts (includes liking posts, commenting on content, direct messaging and so on) you must give it out to get it back!
User generated content
User-generated content (UGC) is any form of content—text, posts, images, videos, reviews, etc.- created by individual people (not brands) and posted online. It’s important to point out that your brand doesn’t pay customers for UGC, they would be called influencers. Can you see how amazing this can be for your aesthetics business? We are pretty confident that your business has clients that will post the occasional selfie, which will be showcasing their new lips, botox and so on. Or a “no makeup selfie” in which you have recently performed a skin peel treatment on them. When it comes to using UGC on social media, make sure to always ask the authors for permission to use their content and tag them. UGC is a great way to create trust for your brand, and grow a community. UGC is important because ask yourself…Who would you believe more? A brand who’s telling you their lip filler service is fabulous, or your friend telling you that? There are lots of different ways you can use UGC for your business, maybe a special hashtag, contests, or simply asking your clients to tag you in your amazing work!
Add some personality
With so much competition and noise on social media, it is extremely important to build a strong brand, and showcase your personality. This ensures that your clinic stands out from the crowd, and builds know, like and trust with your target audience.
It is important to ensure you truly know what your branding stands for, who you are and what your values are, and what you are trying to portray to your ideal audience.
Don’t be afraid to ask for help
Social media can be a very time-consuming task, as well as a specialised area. Clients have often found that it can take your focus away from the everyday tasks you need to be doing to run your aesthetics clinic effectively
So if you feel like your current social media isn’t getting your desired results or you are wearing far too many hats to ensure you are marketing your clinic proactively and efficiently then it may be time to bring in some help!
We work with clients in the beauty and wellness industries to kickstart their marketing and provide ongoing support helping them to achieve the results they need and desire.
We offer a no-obligation consultation, so get in touch with us today: hello@reachmarketingandsocial.com
N.b Ensure you remain up to date with regulations surrounding the advertisement and promotion of your aesthetic services.
