03 Jun Aesthetic Marketing 2020
This article was updated for 2020 on June 3rd, 2020. For purposes of contrast, 2019 section can be found below. 2020 has certainly been a surprise for us all!
While personality is what helps us keep what we have in personal relationships, beauty reels them in. For some it may seem like a harsh reality that they don’t want to accept while for others, it’s a fact of life. How we show up for life shows the world how we want to be perceived.
Allegran, a beauty industry leader released a 360 report on how people view aesthetics. A whopping 69% of people surveyed revealed that looking their best while doing things such as shopping, going to work or leaving their homes mattered to them while 64% said that looking and feeling fit was imperative to them. Words like ‘soft’, ‘natural’, and ‘smooth’ were used as top descriptive words for beauty goals.
It reveals that the taboo of using procedures and treatments to enhance beauty is lifting. Many more people on an international scale are viewing it as more acceptable, today in 2019 than just 5 years ago in 2014. Across the world, consumers have revealed that they are willing to undergo some kind of procedure to improve how they look.
2020 has been an awakening year.
We are proud of how quickly our clients in aesthetics adjusted their sales when COVID-19 closed their doors for self-isolation.
In 3 weeks following, we helped 12 clients move from strictly brick & mortar to selling online. This strongly emphasized the importance the lessons in aesthetics marketing we have been preaching:
- Stay consistent. Aesthetics practices who were able to start bringing in revenue the fastest after closures were the ones who never paused working on their brands. Their following was tuned in, their email list ready for direction, and their Facebook ads audiences primed for retargeting. The same is true for any digital marketing method, including SEO, Google Ads and even TikTok videos. Consistency and perseverance also affords you better opportunities when others close down.
- Be different. Sure, there are some trends that should be followed. I mean, have you seen the Adele transformation? That’s worth posting on all profiles. But you must also find and remember your differentiator. What makes your Botox better than their Botox? Nothing. The injector makes all the difference. When you find what makes you different from the rest, you will have an easier time attracting patients rather than chasing them.
- Always be selling (online). There are many opportunities for aesthetics professionals to sell online. Some brands that allow you to resell their products online include SkinMedica, Alastin and Dp Derm. They have the website and the tracking mechanisms so you can promote their products and earn commission from the sales. You can also expand your reach by offering virtual consultations, and that doesn’t have to stop when you reopen your doors. More than ever before, prospective patients are used to Zoom meetings, giving you an expanded opportunity to get in front of more prospects. TIP: Be sure to qualify your prospects or charge a consultation fee. The consultation fee should be less than an in-person visit and count towards the treatment, if ordered.
- Avoid being tone deaf. It is difficult to be sensitive to everyone and impossible to make everyone happy, but there must be a middle ground. Figuring out your “disaster voice”, as we’ve come to call it, is an important part of your practice’s style guide. It requires removing the emotion of your own opinions from the situation and letting your diplomatic self speak your authentic truth. It’s finding the balance between being robotic to engaging your audience in an authentic and heart-felt way.
- Refine your processes. As a digital marketing agency with a business development foundation, we were front and center in helping our clients develop and distribute a “New Policies and Procedures” plan. The reason why many struggle with creating new documents like these is because they don’t have the original policies and procedures laid out yet. By having your processes written down, you are not only able to implement news ones quicker, you are also able to train new staff significantly faster.
2020 is teaching every industry the importance of flexibility, resilience and consistency. With proper aesthetics marketing and planning in place, you can come out of this stronger than before.
We are here for you. Schedule a call with a SocialCow aesthetics marketing expert here: http://bit.ly/meetmoo
Below is 2019 information.
2019 is your year.
Now is the time to get on board with selling services in the aesthetic industry and capitalizing on the marketing of it. Marketing is very much a social field and if the public approves, they’re willing to buy and they will be sold to.
In addition to approval having increased among females, the millennial and male population has also deemed aesthetic enhancement to be acceptable. Not only is this a good opportunity to take on a different market, it also poses the opportunity to take a different spin on how the message of aesthetic marketing is delivered to audiences. Instead of aesthetic enhancements and procedures being in the realm of middle-aged women trying to preserve their youthful looks, we’re having to shift gears into spinning the services with different purposes depending on the demographic who is seeking the services.
Instead of going to individual websites, a whopping 82% of millennial patients who did research prior to coming into doctors offices to get work done took to social platforms like Facebook and Instagram. This poses a new task for medical practices to stay on trend by performing adequate research and maintaining their own social media accounts to stay in the running.
In another study, it has been found that over 90% of people researching businesses in general expected them to be linked to at least an active Facebook account. However, those in the aesthetic field need to also be on the ball on Instagram as over 70% of 500 million users are millennials as of 2019. Using best practices and investing into ads on these platforms will drive sales. In fact, IG is the second most-used messenger in the world after FB messenger, meaning that leads can be coming straight into your business page DM.
If you’re in the aesthetic industry, it’s imperative to be aware of the social media trends to not only survive but thrive in business in 2019 and beyond. If you’re seeking expert help, Social Cow is an expert in medical marketing and can help you deliver visible results. Call us at 305.425.9955 or send us a DM on Facebook or Instagram.