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

Revenue potential over 3 years Average enquiry spends Revenue per month £400 (£300 to £500) £12,000 Average enquiries per month Average website lifespan x30 (x10 to x70) 3 years £432,000

Digital Marketing V Traditional Marketing 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

3+ years New Clinic 12 months – 3 years q Local advertising q YouTube Video Blogs q Paid SEO q Organic SEO q Radio q Local advertising q Social media q Bigger website q Organic SEO q Editorials q Paid advertising q Editorials q Signage q Google Shopping q Blogs q Blogging q Email marketing q YouTube q Paid Directories q Social media advertising

Marketing strategy Reasons it won’t work ① Poor strategy ② Lack of commitment ③ Lack of clear benefit ④ Poor positioning ⑤ KISS

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 skin type ü By condition ü By facilities ü By age ü By symptoms ü By gender 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 Feel good factor Aspirational Trust Emotional triggers Promise

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

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?

Competitive strategy If they’re more established You’re innovative If they’re larger You’re more personal If they offer more You’re better at the treatments you do treatments If they’re similar Better reviews / Before & Afters

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

Free Google Business listing ORGANIC More clicks / more traffic Not useful for quick promotions GOOGLE SEO Possible to rank for Doesn’t disappear unlike ’botox’ Pay Per Click Ads Budget 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 on my website? site:website (No WWW)

Google Organic Search Reasons for low ranking 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

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

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

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

TEXT BANNER Google Display GMAIL APP

Mobile

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

Video

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

Boosting engagement 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

Social media advertising 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

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

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

BEST DAYS BEST DAYS STRATEGY Maximise engagement TO POST TO POST Mondays Thursdays and Fridays Choose the right time for your BEST DAYS BEST DAYS social media strategy to TO PIN maximise engagement and TO POST sharing Fridays and Tuesdays, Saturdays Wednesdays and Thursdays BEST DAYS BEST DAYS TO PIN TO TWEET Weekdays B2C Weekends & Wednesdays B2B Weekdays

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

Data collection Web Apps + Pop ups + Questionnaires

Email marketing tips 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

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

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