When you want to take your business to new heights, it pays to know what it is your customers want to see. With so many different competitors out there, what you need is a proven strategy if you’re really going to stand out. Let’s take a look at a few of the ways you can turn your digital marketing strategy into your biggest asset:
Promote Trust by Sticking to Your Ethics
Cosmetic surgery is an ethics-driven business, which means you need to stay true to what you hold dear. Your ethics are like your calling card, and they’re what allows you to add something positive to the industry. Whether you’re launching a new procedure, showcasing an offer, or just generally trying to drum up some attention, you need to ensure your patients can trust you.
Avoid bold or brazen claims, and instead focus on the needs of the individual. What you’re offering is a highly specialist and personal service, which means you need to be able to demonstrate that you always work in the best interests of your patients. Adopting a warm, friendly, and conversational tone with all of your copy is the way to achieve this. It’s what will allow your posts to give a caring and responsible impression of your services. Look to Auralia for examples of this kind of tone.
Provide Social Proof
In the era of paid-for reviews, the online browser is becoming ever more suspicious and discerning when it comes to onsite reviews. The interesting thing about this is that you can leverage the power of social proof by asking for reviews on your Facebook page instead. Users still instinctively trust what their friends have posted on social media, because they are certain it won’t be fake news or spam.
If you can build a solid portfolio of glowing 5-star reviews, you should be able to break through the trust barrier and instantly add credibility to any offering. Ideal if you want to be able to catch the eye for all the right reasons, and then turn plenty of those browsers into buyers.
Before and After Shots Are a Great Idea
When it comes to showing what a difference your procedures can make, there are two ways that you need to go about it. Firstly you need to highlight the visual transformation — that’s pretty obvious, really.
The best way to do this (with permission from your patient(s)) is to create before and after shots that highlight the difference for all to see. That way people will be able to see the benefits of your work instantly, and will start to think about how this can help change the way they look and feel.
And it’s the word ‘feel’ that we can use to develop the second string to this part of our digital marketing strategy…
Make a Video That Talks about the Happiness Your Services Can Create
Videos are by far the most highly converting and engaging content format, so leaving them out of your strategy is not going to be a viable option. If you can post regular video testimonials from happy patients, this will make all the difference in the world to your content strategy.
Image quotes, transformations, and the occasional sales ad are all well and good, but people want to hear from the patients themselves. If you can shoot 60 second videos that have them talking about not just how they look now, but how they feel, you’ll really be onto something. Take the time to have a member of your clinic interviewed too, so that you can add extra weight and credibility to what’s being said. That way you can connect your clinic with the happy feelings of the patient in the eyes of the viewers.
Find an Influencer and Bring Their Ideas Onboard
The final thing to consider is whether or not you want to start working with influencers. These are professionals in the world of social media who effectively hire out their huge followings to businesses like yours. The platform this works best on is Instagram, and as this is the home of visual content, it makes sense for you to be pitching your business there.
First things first, you’re going to need to target influencers that are within your niche, and within your budget. You can spend as much or as little as you like on an influencer, but if they’re not in the right area, their followers likely won’t be of any use to you.
Take the time to find someone who understands your business and can demonstrate a track record of engaging their followers with relevant content. Once you find someone who fits the bill, take the time to get to know them and find out what ideas they have for promoting your clinic. Once you do that, you’ll be able to work together to produce targeted content that will make a real difference to your business.