Viral celebrity and influencer posts may have played a predominant role in paving the way for social media to be the ripe marketing space for medical spa businesses. This is primarily due to beauty influencers and celebrities becoming more open about their aesthetic treatments on social media. And this kind of content has become more regular, highly accepted, and even valued by consumers.
Thus, it is a significant misstep for aesthetic practitioners not to meet potential patients in their local area. The medical spa industry is booming right now, and you can see hundreds of businesses entering this domain every day. This industry has cultivated a fortified following lately as a hybrid between cutting-edge cosmetic technology and a day spa. Why? It provides its clients with treatments that help them to look and feel their best!
As the scope of opportunities it offers is vast, strategic social media marketing for your medical spa can help you reach a wider audience and grow your business. Are you all geared to get started? Hold your horses. Leveraging social media to your advantage requires a time commitment and an excellent strategy to reach your target audience. Here are six rules to tap into this marketing tool and how to do it right.
1. Commit to one or two platforms when getting started
As a medical spa owner, your time is your most valued resource, so it is best not to try to start on all platforms simultaneously. Because if you do, you might start strong but then struggle to keep up with the momentum across all of them. Pick one or two platforms to commit to, then master them before committing to more. Since demographics vary with each social media platform, choose the ones that closely align with your target audience. Since Facebook and Instagram are likely the primary platforms your clients are using, you may focus on those first while you work your way up. Using scheduling software is also essential since it allows you to publish, collaborate, and measure your success in all the platforms you use in one place.
2. Be authentic in your posts
On the one hand, social media has transformed into a platform for beauty campaigns inclusive of all genders, races, body types, and ethnicities. On the other hand, it has the risk of promoting unrealistic expectations and increasing psychological pressure to achieve outward perfection. Whatever you post on social media, be straightforward in setting expectations regarding downtime post-procedure or the number of treatments required to reach optimal results. You don’t want to post something you can’t deliver, as it can affect your credibility.
3. Utilize the right kind of visual content
The images you post should convey natural, healthy, and effortlessly beautiful looks and well-being, precisely what your clients would want to achieve. Visual content is what attracts users and convinces them to follow you. Instagram and Pinterest are the most visual among all social media platforms, but Facebook posts can perform well when accompanied by quality photos. Competition is fierce on social media, and posting high-quality images and videos is necessary if you want to grow your engagement. The advantage of posting beauty images is that they’re plentiful, so finding the best ones that fit your brand’s vibe should not be hard.
4. Be active and engaging.
Your medical spa needs to foster trustworthiness and approachability; that’s why it’s essential to interact with your users. Constantly check direct messages and respond always. The same applies to your posts, as you want to reply or simply “like” the comments of those who responded. Establishing this connection will win over potential clients and allow you to beat the growing competition. Furthermore, don’t shy away from addressing negative reviews or critical comments. Be professional and courteous in any response, and humbly ask what you could have done differently. You may turn unsatisfied clients around; even if you don’t, your other clients will see and know that you care.
5. Leverage user-generated content or testimonials
Peer-to-peer endorsements significantly impact consumer purchasing decisions, and satisfied clients can be your best ambassadors. Encourage your past clients to leave a review on your social media page, and maybe throw in an incentive or a discount on their next visit. You may also encourage them to use the “check-in” feature when they visit your medical spa for their appointment, as this will prompt their friends to click on your page to get more information.
Also, if a client tags your medical spa in a personal post telling others how grateful they are for an aesthetic procedure they had recently undergone or any of your products on Instagram, share that post but be sure to attribute it to them! You may also post it in your Stories or add it to a Highlights reel.
6. Make it easy for potential clients to contact you and find your website.
It is critical not to lose sight of why you’re working hard on maintaining and developing your social media presence, and that is to convert clients. On Instagram, that means including your address and linking your website in your bio while including a “Contact” button for your email and phone number. On the other hand, when you’re first setting up your business page on Facebook, you’ll be prompted to enter your medical spa’s address, contact information, and operating hours. There’s also an “About” section and a “Contact Us” call-to-action button you can leverage.
While the need to indicate one’s contact information seems obvious, some practices may overlook it as they get overwhelmed trying to ensure they’re following the above steps. Arguably, including your contact information is the most crucial step, as it renders all other strategies useless when you lack the means to assist prospects in conversion.
Growth99 is the industry leader in assisting various medical spas and aesthetic practices in reaching their business goals. If you need help leveraging social media to your advantage and utilizing other digital strategies to boost your medical spa’s online presence, contact our team of experts to explore your options!