Give to grow
When it comes to growing their business, many medical aesthetics practice owners tend to focus on traditional marketing and sales strategies that are commonly deployed by their competitors. While these approaches are necessary, solely relying on this approach to acquire customers can be costly, place your practice at risk of looking like everyone else, and may come across as impersonal, sales-driven, and transactional.
This method for acquiring and retaining clients can also leave the fate of the business in the hands of the least experienced. Those who are typically managing the lead funnel are the least knowledgeable about the products and services offered, not to mention the least experienced in sales process. To be very effective with this model a team must receive extensive training in lead management, the client consultation process, and cross-promotion of services and products. Something few practice owners have the time to manage and lead properly.
To truly reap the benefits of marketing your practice, a well designed marketing strategy must be deployed. A well designed strategy will effectively engage your audience and differentiate yourself from the competition. Such a strategy requires the creation of content that speaks directly to your target market, addressing their expressed needs and concerns. To market effectively, there must be consistency in both the brand’s voice and its presentation. This is crucial to avoid confusing potential clients. Most medical aesthetics practices have poorly structured advertisements and marketing campaigns that can turn prospective clients away or unintentionally train clients to behave in ways that are disadvantageous to the practice.
One highly effective marketing strategy that builds trust while reaping great benefits is the use of educational content. By providing informative materials, you can softly sell your services through the process of educating clients. Many individuals may not be aware of all the treatments offered by a medical aesthetics practice or may have uncertainties about their benefits and effectiveness. Educational content allows you to address these concerns from the comfort of their home and at the convenience of the client. You can explain the various treatments available, highlight their benefits, provide insights into what clients can expect during treatment sessions, and showcase expected results.
In-house created video presentations featuring before-and-after images of work done by your practice will have a profound impact on selling both your services and your team’s expertise. By utilizing real people who have paid for services as subjects in testimonials you gain credibility while demonstrating transparency with potential clients. Additionally, these client testimonials, through their physical appearance and words of praise, further strengthen your practice’s credibility and builds trust – two key ingredients for successful client acquisition and retention.
It is important that you minimize using staff members as treatment subjects whenever possible; instead feature individuals who have personally experienced your services firsthand as they offer authentic testimonials. While paid social media campaigns and organic posts are necessary, there is no better marketing than that which comes from the mouths and physical appearance of happy and loyal clients!
💌 Are you ready to take on an investment partner to help you grow your medical aesthetics practice? If so, we are here to partner with you every step of the way. Fill out the contact form or send us an email at info@baraesthetics.com and we will schedule a call to discuss the possibilities.
Don’t forget to sign up for our newsletter below so you never miss an opportunity to learn and grow.
