Medical aesthetic practices want to drive website traffic to increase their online presence, improve their brand perception, and likely acquire new patients. To accomplish this goal, practices must allocate a portion of the marketing budget to paid media. Paid media is an effective way to drive site traffic and make your business more visible online.
In order to create a successful paid media strategy, it is important to have a clear understanding of what the practice offers, the target audience and an overall strategy.
Step 1: To begin, create a comprehensive profile of the medical aesthetic practice. What services are offered? What is the price range of the services? Who is the target audience? Is the target audience located locally or around the world? Answering these questions will help to identify the target audience for the practice’s paid media campaign.
Step 2: Once the target audience is identified, create a message that is both focused and tailored to the individual demographic. It is also important to keep messages concise and clear. When developing an advertisement, be sure to include images and videos, as these can be highly effective in engaging the target audience.
Step 3: When determining what platforms to use, it is essential to select those that give the practice the most visibility within its target audience. For example, if targeting millennials, consider using social media platforms such as Instagram or Snapchat. For older audiences, websites like Facebook or Google Ads could prove to be effective. Each platform will come with its own set of rules and regulations, so it is important to research these prior to creating a campaign.
Step 4: Craft a budget for the paid media campaign. Consider how much money the practice can comfortably allocate toward paid media before setting a budget. Calculate how much the practice can reasonably afford each month and break the allocated budget down into daily and then hourly budgets for each platform used.
Step 5: Monitor the data associated with the paid media campaign. Analyze the results of the campaign each month to identify areas of strength and areas for improvement. A campaign manager should keep track of the results to ensure that the practice’s budget is being used most efficiently.
Step 6: Have a backup plan. If the original paid media campaign does not perform as expected, it is important to have a backup plan. Consider introducing new ideas to the campaign, such as new messaging, targeting, or platforms that have proven successful with similar campaigns.
By developing a strong strategy and leveraging all of the tools available on each platform, medical aesthetic practices should have no problem driving website traffic with paid media. Start with a clear understanding of the target audience, create an effective message, select the appropriate platforms and monitor the results. With a consistent budget and an understanding of what works, a practice can increase its website traffic and gain more visibility with the right paid media campaign.
