Social media has changed how we interact, discover the latest news, buy things, and book appointments. That is why all businesses should invest in social media marketing — no matter if you’re in local food delivery or a narrow market segment advertising agriculture satellite constellation for commercial farming. Regardless of business niche, a social media marketing strategy can mean the difference between your company’s success and failure.
Medical and aesthetic businesses are not an exception when it comes to social media marketing, from ice baths to orthodontists. In fact, consumers have been getting most info on aesthetic procedures from social media since 2014. Now that the North American aesthetic and medical market value has reached 8 million and keeps growing, the answer to the ‘why social media marketing?’ question should become obvious.
All in all, promoting an aesthetic or medical brand in the social media marketing world is not that different from marketing any other service or product. But, of course, there are a few details medical and aesthetic should keep in mind when looking for the top social media marketing ideas.
Location Targeting in Media Marketing
Quite logically, location is one of the primary factors that define one’s choice of a medical practitioner. If you’re running any social media marketing campaigns, most platforms will allow setting very specific location preferences. Still, a strong focus on location while media marketing your brand is not just about figuring out the most effective ad campaign settings. Many media marketing platforms, Facebook, in particular, have an About section that also shows up on Google search.
Optimizing this section with relevant keywords will boost your brand visibility online and will show your Facebook page on Google search. Important as social media marketing may be, no one canceled visibility on Google. So, by optimizing your About section, you’ll be killing two birds with one stone. Plus, if your social media profiles are properly maintained, you’ll score more points with leads who found you via search engines.
Storytelling in Media Marketing
Today’s social media marketing is all about show-and-tell, which poses a certain challenge for medical and aesthetic practitioners. On the one hand, nothing is more tempting than posting Before & After pictures. On the other one, it violates client confidentiality, so you’ll need special permission to share this information. Alternatively, you could try a different approach to storytelling.
So many potential stories apply to the show-and-tell principle, the pool is practically untapped. You can share educational videos about the importance of certain aesthetic practices, their history, etc. None of this breaches client confidentiality or requires asking permission to share real customer info (even though you should definitely do that if you have a chance).
Contests, Promotions, Giveaways
Contests are some of the most popular means of advertising on social media and growing your followers’ database. Plus, this universal tip is equally effective when considering social media marketing for small businesses and larger enterprises.
Of course, to attract enough buzz with your content, the prize has to be worth it. The good news is, this reward does not necessarily have to be pricey, but it must be related to your business specifics. If you’re in dental hygiene, it can be a sample set of toothache products, a new brush model — anything that speaks about your business. Alternatively, a giveaway may include a free (or discounted) procedure or consultation. The rest remains pretty standard — contestants need to tag their friends for a chance to win and share your contest post.
Another way to grow your client base is to offer a discount for anyone who books a procedure within set time limits. This marketing tactic can work wonders with already existing followers who have been postponing booking an appointment for a while. Creating a sense of urgency isn’t social media marketing news — but this good oldie still works like clockwork.
Repurposing Content Across Different Media Platforms
Finally, any decent media marketing strategy relies on quality content, and content creation takes time — often, lots of it. Fortunately, businesses can always repurpose their content for different social media networks they manage. Even the greatest marketing ideas that work on Facebook will not be as effective on Pinterest or Instagram. For example, a text update for Facebook can become an infographic for Pinterest or a slideshow for Instagram. Reusing old content and giving it new life can be one of the most effective media marketing strategies if you figure out what content works best on each platform — and, of course, with your target audience. There are also plenty of new AI copywriting tools such as Jarvis and ClosersCopy that can help with rephrasing and repurposing your existing content.
Wrapping it up, it is not always necessary to hire a social media marketing manager — with a little time, effort, and creativity, aesthetic practitioners can take care of marketing all on their own. Of course, for an entrepreneur, time is often the most valuable asset, which is why our final word of advice is to objectively evaluate your success odds at running a media campaign independently. Often, practitioners find out that hiring a dedicated media marketing manager is cheaper in the long run, but that choice is entirely up to you.
Emily Moore is an English & programming teacher with a passion for space and blogging. She believes that current exploration should be focused on preserving our planet’s resources. With satellites circling the orbit, it is easier to get relevant data on any environmental changes. This, in turn, should help people quickly address any challenges.