How to make the most of Facebook, Twitter and more
There is no longer any denying the power of social media and how it relates to marketing and advertising. Facebook, Twitter and even Instagram have the power to draw clients to your business and also work as a tool to educate people about your product and practice. Despite this, many aesthetic practices are still using expensive and outdated forms and channels of advertising to try and build up their brands, ignoring social media to their own detriment. These days, people are getting their information about nearly everything from social media, and your aesthetic practice can take advantage of the potential of audience reach at your fingertips that other practices are no bothering with. Of course, it’s not enough to just make a Facebook or Twitter page and call it a day. They need to be regularly updated with news about your practice, answering questions about aesthetics that people might post and you need to do it in a way that differentiates you from other aesthetic practices trying to do the same thing. Social media is an active and constantly evolving space, so you always need to be on your toes. Luckily, we at the Esthetic Skin Institute have some tips on how to get the most from social media marketing:
What you need to know
1. Share interesting stories. Try to avoid dry, straight informational posts in favor of sharing more human-interest types of content. Fortunately, aesthetic practices can use a lot of “show and tell” and “before and after” kind of stories with images and patient stories that show very clearly what your practice does and how it can improve people’s lives.
2. Blog diversely and often. You need to make sure that your page is a constant presence on people’s feeds, so one and done a month just isn’t going to do it. Another thing to keep in mind is to vary your content so it’s not just the same kind of thing with every post. Use photos, videos, maybe even link to a podcast that has content relevant to your practice.
3. Have a plan for each platform. Not all social media platforms work the same way. Twitter, with its 140 characters demands brevity, Pinterest works best when posting only pictures, and hashtags will also work a bit differently depending on which platform you’re blogging with, so try not to just copy and paste across mediums.
4. Location, location, location. The whole point of social media marketing is to build your brand and get more patients for your practice, and that won’t happen unless you make sure that all your different accounts have your contact information and physical location present. You can also encourage patients to “check-in” to your location Facebook so it shows up in their friends’ feeds.
5. Consider a contest. Promotions, giveaways and other contests on social media tend to generate a tremendous amount of engagement create opportunities for you to get new clients. You should make sure though that it’s something relevant to your practice and not just a free iTunes gift card. You can give away a specific skin product if your Facebook fans submit pictures of themselves or share stories for a chance to win.
That’s just a few ways that you can leverage social media marketing in a way that benefits your aesthetic practice and takes advantage of resources that few other practices are taking notice of. Good luck and happy blogging!