Successful marketing, communicates your business’s value proposition to the general public so that clients come to you, rather than you actively seeking them. With effective marketing strategies, you can establish your brand and organically grow your beauty business’s bottom line.
Aesthetic trends and consumer demands can change quickly, so it is important to revisit your marketing plan with some regularity. We suggest that you evaluate your marketing plan annually to see what has worked along with what hasn’t so that you can make changes to your strategy accordingly. You could conduct a SWOT analysis to gauge your strengths, weaknesses, opportunities, and threats to ensure your marketing plan aligns with your aesthetic clinic’s goals. Just remember that regardless of age, businesses are fluid and constantly need tweaks here and there—sort of like the maintenance your customers need from your services to remain looking their best.
Never overlook the low-hanging marketing potential you already have built into your business with your happy customer base. Since people value reviews of businesses by customers, especially when it comes to personal services like beauty, reviews on websites like Yelp, Google, and even social media channels hold their weight in gold. Don’t be shy about asking your loyal clients to leave a positive review on one of these sites. Doing so helps other people locate your business and the services you offer and it helps build up your company’s authority in the aesthetic space.
Bill Gates published an article titled, “Content Is King” back in 1986 and it still applies today. Don’t ever overlook the power of well-written and informative content. If you don’t have a blog already, create one. When you regularly post valuable content about topics that pertain to your aesthetic business you are establishing your beauty business as an educational resource. Some content ideas could include blog posts answering common questions about treatments or aesthetic concerns (like acne, or cellulite, for example) or showcasing compelling results from treatments with before and after pictures. Think of your blog content as a soft sell that leads your customers down the proverbial garden path to your business. An added bonus of creating optimized content is that Google will index your content higher on the search results, which means you will get more exposure to potential new customers.
You may have strong feelings one way or another about social media for personal use. But when it comes to marketing your aesthetic clinic, social media is essential. Instagram, Facebook, and now even Tik Tok have become platforms where you can’t afford to not have business profiles. These social channels are places where your customers can add reviews of your business, where you can share before and after pictures, share your blog content, and engage with your clients. You can also run paid ads on these channels that are ideal for awareness, lead generation, and even location-based campaigns.
Email campaigns can be very useful when it comes to promoting your business as well as your content. When it comes to valuable content, you can create an email campaign to drive traffic back to your website, which improves optimization. In the email campaign, you could also have a link so that readers can book services instantly. Email campaigns can also be used to make your customers aware of any promotions your aesthetic clinic may be running like package deals, sales, or a new referral program. Make sure to review the stats of your email campaigns so that you know what grabs your clients’ attention and what doesn’t—this way you can change your approach, if necessary.