Social media is an essential marketing tactic for medical aesthetics providers. But when it comes to social media, there is definitely a learning curve. To get the most out of social media for your practice, you'll need to know what works, and what doesn't.
Mastering social media marketing won’t happen overnight, but you can get ahead by avoiding these 10 common mistakes that aesthetics clinics make online.
Think about who your customers and viewers are, particularly in terms of age, income, and location, and where they spend their time online. Some platforms suit different messages better than others. Ensure that you're speaking directly to those folks who are most likely to eventually book an appointment.
Brands often try to start all their social media efforts at once, then fade out when they can't maintain momentum. If you are just starting out, take a slow and steady approach and gradually become more active. Pick one or two platforms at first, and master them before moving on to more.
Your social media profile should be viewed as an extension of your clinic's website. The messaging should be akin to your waiting room, your website, or your office brochure, and it should allow your audience to find you and set you apart from everyone else. Make sure you include up-to-date contact information and details of your services to help prospective patients connect with you.
Are you posting enough? Or are you posting too much? How can you tell which approach is the right way to go? Followers are interested in your clinic, but don’t want to be bombarded with updates every hour. A standard daily rule of thumb is to post at least once but no more than three or four times per day.
When posting to social media sites, carefully consider what will interest your audience and why they’re following you in the first place. Give them what they want, and avoid getting too off-topic, as it may attract the wrong crowd. Stick to aesthetics and related subjects—like health, fitness, beauty—and stray only when it feels appropriate.
Bear in mind that your business social media accounts are different from your personal social media accounts, so your views are best kept offline. If someone says something negative about your practice online, make yourself a model of courtesy and civility. This is a very public customer service interaction, and a classy approach will leave a good impression on others.
At the risk of sounding contradictory, being too impersonal can be as much of a pitfall as being too personal. Social media provides an opportunity to share your enthusiasm and passion for what you do with the world, so take advantage of it by highlighting successes, happy stories, and practical tips. Just make sure your brand message is always aligned, and you keep the content comparatively light and customer-friendly.
Online inactivity is a big no-no. Merely setting up an account and waiting for fans to roll in is not enough; cultivating a supportive audience takes time, so be prepared to put in the effort. When consumers ask questions or post on your social media sites, answer them. When someone has a positive online interaction with your clinic, they can become an advocate for your brand.
High-quality, original content and images will help you stand out. Don’t slack on your content! As well, though social media can often be construed as “casual,” proper spelling and grammar is still a must for aesthetic practices. To consumers of aesthetic services, this speaks to your precision and professionalism.
Because people are on social media all the time, they tend to have very little patience. Anything that you would find frustrating or irritating is probably something that your followers will, too. Put yourself in their shoes, and act accordingly.
Social media has woven its way into the fabric of our lives, and building it into the marketing strategy of your aesthetics practice is essential. Starting out with social can seem scary. But with these simple tips in mind, you'll find it easier than ever to spot growth opportunities, build your brand, and avoid social media blunders.
Download our essential report, The Biggest Social Media Mistakes Aesthetics Clinics Make—and How to Avoid Them, to learn how to develop strategies for your aesthetics practice to avoid these common pitfalls and succeed on social media.