Beginners Guide to Digital Marketing for Aesthetic Clinics Popular - - PowerPoint PPT Presentation

Beginners Guide to Digital Marketing for Aesthetic Clinics

Popular Questions

1. How do I find new clients? 2. How do I get on Page 1 of Google? 3. How long will it take to get there? 4. What digital marketing is best? 5. What are other clinics doing

Growing Industry

What are your Website & Marketing goals

1. New enquiries 2. Brand awareness 3. Look professional 4. After care / treatment information 5. Social media engagement 6. Launching new treatments 7. Collect information from visitors 8. Sell products on line

Average enquiries per month

x30 (x10 to x70)

Average enquiry spends

£400 (£300 to £500)

Revenue per month

£12,000

£432,000

Revenue potential over 3 years

Average website lifespan

3 years

1. Easier to target clients the way they best respond 2. Reach a larger audience for the same budget compared to print 3. Conversion rates higher 4. Measure in real time and respond 5. Compete with larger clinics 6. Focus your budget 7. Reduce your marketing spend on YP, TV, Radio Digital Marketing V Traditional Marketing

New Clinic

q Local advertising q Organic SEO q Social media q Editorials q Signage

q Blogging

12 months – 3 years

q Paid SEO q Local advertising q Organic SEO q Editorials q Blogs q Email marketing q YouTube q Paid Directories q Social media advertising

3+ years

q YouTube Video Blogs q Radio q Bigger website q Paid advertising q Google Shopping

Reasons it won’t work

Marketing strategy

①Poor strategy ②Lack of commitment ③Lack of clear benefit ④Poor positioning ⑤KISS

Where do your web visitors come from?

1. Organic: Clients finding you through a search engine 2. Direct: Physically type your web address 3. Paid: Clients coming from Paid advertising - Adwords /

PPC / Ad-remarketing

4. Referral: Clients clicking on a link on another website ie.

Consulting Room,

5. Email: : Clients coming from a link within an email you

sent

6. Social: Traffic coming from a social media platform 7. Other: Traffic coming some a source outside of those

above

Strategy based on how your clients think

ü By treatment ü By condition ü By age ü By gender ü By skin type ü By facilities ü By symptoms ü By location

Why do websites fail to convert?

Ø Nothing to gain trust Ø Feels like advertising not genuine Ø Lack of perceived value Ø Bad first impressions Ø Poor user experience – UX Ø Not designed with your client in mind Ø By results / By reviews Ø By price or service

Appeal to your target clients

Trust Feel good factor Promise

Emotional triggers

Aspirational

ü Positive experience ü Are pages quick to download ü Find information easily ü Easy to read ü Does it leave them wanting to respond in any way ü Does your website build trust ü Separate mobile experience considered ü Interactive

User experience (UX) General experience interacting with every aspect of your website

Choosing the right platforms

Ø Which do your clients use? Ø What are your treatments? Ø Age? Ø Social media accounts? Ø What is your budget? Ø How much local competition?

If they’re more established You’re innovative If they’re larger You’re more personal

If they offer more treatments

You’re better at the treatments you do

If they’re similar

Better reviews / Before & Afters

Competitive strategy

OFFERS V ADDED VALUE

Build Personalise your website

1 Profile – Communicate quickly what makes you the clinic of choice 2 People – Show a motivated happy team 3 Premises – Busy, inviting, welcoming 4 Prices – Give an indication of price or show perceived value 5 Client experience – Explain, show, promise before, during after treatment 6 Build Trust – Before and Afters / Reviews 7 Packages – Brand your treatments into experiences so it’s not about price

Most important page

① The most important page ② Install trust ③ Easy to visualise the journey ④ Clear title ⑤ Brief overview ⑥ Answer questions or concerns ⑦ B&A ⑧ Share on social media ⑨ CTA ⑩ Single page goal

BEFORE & AFTERS

ü Social media feeds ü Google reviews ü Third party review sites ü Review live feed ü Encourage reviews in clinic and online ü Patient video reviews

ORGANIC GOOGLE SEO

Budget

More clicks / more traffic Possible to rank for ’botox’ Doesn’t disappear unlike Pay Per Click Ads Not useful for quick promotions Free Google Business listing More trusted

2015 2016

2017

Ad icon is less obvious No paid ads on right 4x ads at the top Ads at the bottom of the page More vertical scrolling before organic

Ø Posts Ø Photos Ø Videos Ø Reviews Ø Clinic info Ø People

What keywords are

• n my website?

site:website

(No WWW)

Reasons for low ranking

Google Organic Search

1 Low traffic 2 High bounce rate 3 Not mobile friendly 4 Links to and from poor websites 5 Bad organic SEO i.e. Keyword stuffing 6 Duplicate content 7 Small website or little content 8 No Google+ activity

ü Immediate results ü Straight to position No.1 ü You can reach a wider audience ü Piggy back on successful clinic ads

Paid Advertising

GOOGLE Adwords

Message gets across faster Pay only when you are clicked Reach No.1 straight away Targeting active searches Boost your SEO Great for any promotion Boost your page 1 brand awareness

GOOGLE DISPLAY

Visual and more appealing Target users based on specific websites Travel, Finance, Beauty Cost effective Highly targeted i.e. Gender or interests 3% conversion rate

Google Display

TEXT BANNER GMAIL APP

Mobile

VIDEO MARKETING

Message gets across faster Brand awareness Boosts Google ranking High rate of conversion Video advertising Expand reach via another channel Searches on how to?

Video

SOCIAL MEDIA MARKETING

Promote treatments Shows brand personality Boosts interaction Brand awareness Boost Google ranking New enquiries Direct channel to reach your client Gains trust through likes Boost with advertising Less formal

1. Outline your target market 2. Genuine engagement with out the selling 3. Consistency - Post regularly with consistent hashtags, topics and graphics 4. Client reviews and regular before and afters 5. Post articles from other websites 6. Ask direct questions

Boosting engagement

ü Target interests and location ü Limited on promos ü Limited on text above and below Ad ü Can’t make promises or guarantees ü From £3 / day – Recommend £5/£10 ü Shared on Instagram

Social media advertising

ü Design the Advert ü Select target audience interests ü Set location ü Set budget ü Approval from Facebook ü Avoid restrictions ü Go Live

q 36m 18-65+ in UK q 22m in Shopping & Health q 15m Beauty q 11m Cosmetics q 8.6m Spas

Marketing

Maximise engagement

STRATEGY

Choose the right time for your social media strategy to maximise engagement and sharing

BEST DAYS TO POST

Thursdays and Fridays

BEST DAYS TO PIN

Fridays and Saturdays

BEST DAYS TO PIN

Weekdays

BEST DAYS TO POST

Mondays

BEST DAYS TO POST

Tuesdays, Wednesdays and Thursdays

BEST DAYS TO TWEET

B2C Weekends & Wednesdays B2B Weekdays

EMAIL MARKETING

High ROI Launch new treatments Boosts customer satisfaction Boosts consultations Direct channel to reach your client Referral marketing Cost effective Easy to track

Data collection

Web Apps + Pop ups + Questionnaires

1. Use A/B spilt testing – Subject / Images 2. Personalise 3. Don’t send out too many 4. Create lists 5. Direct clients back to your blog 6. Clean and simple - 1 column design 7. Link emails to your blog 8. Catchy subject line 9. Try different days and times

Email marketing tips

Track your enquiries

ü 60%+ are made on the telephone ü Tracking telephone number ü What is cost of enquiry / platform ü What is cost of conversion / platform ü What is your conversion rate

WHAT’S ROUND THE CORNER

• 1. Selling skin products online
• 2. More video content
• 3. Online consultations

Online skin care

www.cosmeticdigital.co.uk

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