Hearing metaphorical crickets online day after day can wear away at your eagerness to spend time and money on crafting content for an online marketing campaign that’s getting zero traction. While channeling in on your top marketing initiatives can benefit your overall success rate, engagement results won’t drastically improve unless your medical aesthetic clinic is creating quality content with intention. Discover how to harness the power of emotion, authenticity, and value to create strong, shareable content, boost online engagement, and get more traffic through your aesthetic clinic’s doors.
While statistics will vary by demographic, region, and personal values, among many other factors, there are some general statistics regarding what motivates people to share content online that can be of great value to designing your next online marketing campaign. Consider the following statistics from the New York Times “The Psychology of Sharing” study:
It’s important to always keep your clinic’s brand and values in mind when developing any marketing campaign. Each element of your post—from images to videos, captions, tone, featured personalities, and more—needs to match your aesthetic clinic’s brand to maintain authenticity. Keeping the above statistics in mind, consider the following four elements as a springboard for your next digital marketing campaign.
With entertainment being the top reason for consumers clicking that share button or tagging a friend, incorporating humor in your social media posts can offer a useful strategy to boost engagement. Humor is a social concept in the sense that we naturally want to share it, to make others laugh. Humor can be tongue in cheek, drawing attention to common misconceptions regarding aesthetics, or it may be something humorous regarding topics like beauty, wellness, or lifestyle that complement your aesthetic services business. Try to be original to encourage more shares; if users have seen the joke before, they’ve likely already shared it.
If humor won’t resonate with your target audience, consider tapping into other emotions. Research your target audience and create a profile of potential core values. For example, feminism and female empowerment may trend well if your ideal client is a career-driven, 30-something female. Nostalgia can also play well on social media for almost all ages. For example, you may consider campaigns that focus on beauty trends in the 80s or 90s and compare them to current trends or to your aesthetic clinic’s services.
When creating a content calendar or searching for new topics to post about, Google Trends is your best friend. Whether it’s current celebrity news or a national day of recognition, a trending topic can offer an easy jumping-off point when you’re short on ideas. But don’t just post something for the sake of traffic. Consider a creative approach to a trending topic that might set your aesthetics clinic apart from the crowd. For example, an airline company used the divorce announcement of one top celebrity couple to advertise its one-way tickets to Los Angeles, home of the newly single Hollywood heartthrob. The black humor approach aligned well with the recent trending topic and the advertisement went viral.
With more than 90% of the population opting to share only when they believe content is of value to others, creating informative educational posts is a smart move. Consider introducing new equipment in your aesthetics clinic with bulleted notes on the benefits of your new treatment, pushing to a blog post that contains more in-depth details to further funnel prospective sales. Alternatively, you might offer followers a quick how-to workout regimen that complements your body shaping treatments. Another idea may be to incorporate an educational element into your before-and-after images, offering a testimonial or short story about the transformation a recent patient experienced with your aesthetics services that may have gone beyond physical appearance. Share their story and let prospective patients know that the benefits of your aesthetic services are more than skin deep.
Before publishing your content, consider the following six questions as a way to determine whether you’ve created a high-value, high-share piece of content:
Always, always, always focus on quality over quantity. It might be tempting to post to every social channel multiple times a day, but if you’re strained for time and simply slapping things together to fill a gap, it’s only going to be detrimental to your marketing campaign. Dial it back and focus on producing quality content with intention to ensure you’re always delivering value to your followers.
Not sure where to get started? A marketing make-under might be the answer to help your aesthetics team focus in on your business’ top marketing campaigns and funnel efforts towards the platforms and posts that really count in reaching your business goals. Download our report, Do You Need a ‘Make-Under’? Get Better Aesthetic Marketing Results By Doing Less, today to get started.