The way to make social media easier for your aesthetic practice is to STOP worrying about it! Take a good hard look at what the current focus on your social media marketing is. You probably fit into one of the following categories:
I have social media accounts but don’t post regularly and find the task daunting and time consuming while trying to run a business
I pay someone a small fortune to run my social media for me
I haven’t even started doing social media yet (but kind of think I should)
Regardless of where you are at with social media, there is a better and simple way to enhance your digital marketing strategy...EMAIL!
Although it may sound like an archaic concept in the online world, there are some major advantages to using email as your main digital marketing strategy.
The Pro Side to Email Marketing
Pro Tip #1: You are speaking to YOUR clients!
Did you know that marketing statistics suggest that it is 7x more expensive to obtain new clients than to sell something to your existing clients? Given this information, focusing on your existing clients through your email list could mean a lot more profit.
Pro Tip #2: You OWN the algorithm
Huh? Some of you may not know this and some may know it all too well. Platforms like Facebook and Instagram used to be great for allowing your followers to see lots of your content and often as most of your followers were seeing all your posts; but since introducing advertising into these platforms (i.e. a great way for FB & IG to make lots of money), the algorithm CHANGED. This means only a small fraction of your followers may see your posts…. So, all the effort or money that goes into having a “great looking feed” might not even be reaching the people you want to see it! EMAIL allows you to send a message to all the people that “follow” you (or rather subscribe to your email list) and you don’t need to pay for the advertising for them to see it!
Pro Tip #3 : Know your Virtual Success vs. Success in Reality
Quick Test: If your likes and followers are generating new clients and more treatment sales, your social media is working, if not, it might be time to rethink it!
There does need to be some finesse to your email marking but again, you are speaking to an audience that are already your clients, so the relationship (and a transaction) has already been established. 5 new treatment bookings from an email will always trump 50 new followers.
Pro Tip #4: Less Time and Money
Create emails 1-2 months max. Make them count – interesting content using different mediums (see more about this below). Plus no need to boost posts!
Ok, so now some of you are saying, “but I already use email marketing and it’s not working that well…”
TIPS TO HELP YOUR EMAIL MARKETING CAMPAIGNS
1. Provide REALLY interesting content!
Like, really interesting… What are the things your clientele would engage in? Usually these work well:
what it’s like to have a procedure done (think treatment video)
pain level of the procedure and downtime information
RESULTS --- before and after pictures are some of the most engaging content for clients and potential clients
2. Use different mediums to present your content
People do not have the time for lengthy emails. A bunch of words often just looks like work; however, a VIDEO is both enticing to watch and more effective at delivering messages. As are pictures, pictographs, and diagrams.
And when I say pictures think less this:
And more this:
3. Use Videos (didn’t she already say that?!?)
Yep… But I have found that when I do, people convince themselves quickly that they can't do it. The thing is, your audience wants to watch videos, not read content. Pure and simple.
I'm not lying when I say it is actually pretty simple and I'm going to back this point up. Here’s :
Create an email broadcast for your subscribers and include the picture of your video. Then add the link to your video in the photo. Now when someone clicks the photo it will take them to the video (you can also embed the video into the email but this has its own set of issues)
If you’re struggling with keeping up with the time and money of managing social media, try taking a break and focus on email marketing for a couple of months. This is something I have done with many of my clients who run aesthetic clinics and they have seen some really great results!