If you’re not currently using social media as part of your aesthetic clinic’s marketing strategy, then you’re missing out.
Social media platforms can provide you with unrivalled opportunity to raise your profile, build your client base and engage with existing and potential clients.
In this article, we’ll take a look at why social media is such an important part of your digital marketing strategy and how you can utilise different platforms for the best results.
Why Does Your Aesthetic Clinic Need a Social Media Strategy?
A social media strategy allows you to enhance the online profile of your aesthetics clinic, often helping to boost patient trust and loyalty.
Trusting someone to undertake an aesthetic procedure is often a big decision and using social media accounts correctly can support you in showcasing your skills and expertise to potential clients.
In a world where everybody is online, social media accounts are not just a great way of reaching new clients but also adding social proof to your aesthetic clinic brand.
If clients are able to get to know the people and procedures ahead of time, they are likely to feel much more comfortable when they arrive at the clinic.
Using social media channels to promote your services also allows you to reach a wider audience, hopefully boosting the amount of clients you welcome to your clinic.
But how can you implement a social media strategy for your aesthetics clinic that will successfully convert followers into patients? Read on to find out…
Understand your target audience
The first step to implementing a successful social media strategy for your aesthetic clinic is understanding your target audience.
There would be no point focusing on a platform or type of content that your target audience don’t use or enjoy.
Undertake some audience research in order to find out which platforms your target market use regularly and once you’ve started to grow an engaged audience, ask them what type of content they would like to see.
It’s also important to set targets for your social media strategy. Do you want to use your channels to raise awareness? Or do you want to increase the number of clients who visit your clinic? Perhaps you have a new treatment that you would like to focus on promoting?
Whatever your goals are, they must be clear before you get started on social media – and ensure you constantly analyse your social media content and presence to see how your accounts are performing against these goals.
The key to success on social media is being consistent. Posting once and then ignoring your account for months isn’t going to help you grow an engaged following. Instead, you’re going to need to dedicate time to posting regular updates and content that’s useful and interesting to your audience.
When it comes to deciding what content to share on your social media accounts, consider what you think your audience will want to see. The likelihood is that they are going to want to find out more about your clinic, your staff, treatments and experience. They probably don’t want to know what you had for tea last night!
Make it easy for clients to follow and engage with you on social media. Remember that your social media strategy is about building a relationship with your audience, so replying to their comments and messages is essential.
Create a content calendar
There are numerous scheduling platforms available (including Content Cal and Hootsuite) which allow you to easily manage your social media platforms. And as an aesthetics clinic, you certainly want to ensure that your feed looks aesthetically pleasing! Content Cal, for example, allows you to view your Instagram grid, so that you can colour coordinate posts to improve the look of your overall feed. Trust us – appearances certainly matter on social media!
These platforms also allow you to plan content in advance, which means that you always have upcoming content for clients and potential clients to engage with. Additionally, this gives you the opportunity to adapt your social media strategy to the ever-changing industry trends, and ensuring your social media accounts keep up to date with industry news, events and, of course, the evolution of your own clinic.
It also helps to conduct a SWOT (strengths, weaknesses, opportunities and threats) analysis to help you decide what to focus on in your content marketing plan.
Platforms to consider
Instagram is a visual platform, making it the perfect place to showcase your work. Before and after photos, short demo videos and informative posts work well on Instagram. Instagram content should be short and snappy and stories (content that disappears after 24 hours) are a great way to connect and build engagement with your audience.
Setting up a Facebook business page for your aesthetic clinic is a great way of reaching an older demographic (35+). Here you can list all of the key information about your business including opening times and price lists. There are also features that allow clients to directly book an appointment and their targeted ad service offers some of the most accurate targeting of any platform.
Video content is continuing to grow in popularity online and YouTube, the biggest video sharing platform, can be used to successfully boost your online brand. Videos of treatments in process, informative clips and before and after showcases are all great ways that you can use the platform to help market your clinic and services.
How Social Chameleon Can Help
Here at Social Chameleon, we have extensive experience in helping aesthetic clinics successfully market their services to potential clients.
Our team are social media experts, and with almost a decade of experience in collaborating with clients to create a social media strategy that works, there’s nobody better to help you.