With increasing acceptance and demand for aesthetic procedures, and advancements in treatments and technology creating increased competition, elevating your marketing can help you to stand out to new customers. 

Creating an effective and impactful digital marketing strategy for an aesthetics business that showcases customer recommendations, reviews and referrals, targeting people looking for similar services using SEO and paid advertising and creating educational and educational content can help to increase your visibility with potential customers online. 

In this article we will show how to take a multi-channel approach to market your aesthetics brand to target potential customers in an effective and efficient way. 

Increase your online visibility 

One of the best ways to help new customers discover your business is to optimise your online presence. This will increase your visibility on search engine results pages (SERPs) and help customers with high intent find you. 

With 66% of people using Google to research local businesses, ensuring your Google My Business Profile is set up and optimised is a great tool for discoverability. Be sure to add your business hours, up to date contact information and some photographs of your space and your work to demonstrate to potential customers that your business is reputable.  

You can also enhance your website by including local keywords and incorporating location-specific keywords throughout your website and social media profiles. These local SEO keywords can include ‘near me’ or ‘in [your area]’ alongside the services you provide, e.g. ‘botox in Brighton’ or ‘aesthetic clinic near me’. 

Demonstrate social proof with reviews and referrals  

Humans are inherently social beings, and often rely on reviews and recommendations to help in our decision making. ‘Social proof’ is a psychological phenomenon that explains how and why other people’s opinions are so important when it comes to building trust in a brand and becoming a customer.  

In order to increase your reputation and trustworthiness, encourage all your existing customers to leave your business a review on a trusted reviews platform, like Trustpilot, or on your newly optimised Google My Business profile! 

It can also be worth encouraging and engaging with UCG (User Generated Content) that your customers tag or mention you in, such as resharing it to your social channels or commenting on it, as this will further increase your reach and aid your brand reputation building. 

You might also want to consider creating a referral programme to encourage your existing customers to recommend your services and refer their friends or social media followers to create more social proof. Providing loyal customers with large followings on social media with exclusive discount codes that their followers can use is a great way to track how successful this is for you.  

Create content with customers in mind

Creating a range of content, from entertaining to educational, will help provide customers with examples of your work and more information about procedures and products. 

Some content you can film yourself, like behind the scenes of running your business, in a ‘day in the life’ style content; however for some of the practical treatment videos, you may need to film existing customers. 

You could even offer loyal customers a discount on your services if you can record their procedures. Creating social media content may lead to appointments taking a bit longer to allow you to capture the angles you need, so offering discounted treatments to your most loyal customers can make this more possible, and mutually beneficial for you and your customers. 

Be sure to film your content with your chosen social platform and target audience in mind. That means if you want to reach customers on TikTok or Instagram, prioritise filming in vertical, even on a phone with a high quality camera. 

Community engagement and customer service 

One of the most underutilised marketing tools is community engagement and its role in customer service. 

Try to spend some time every day responding to comments on social media and replying to any direct messages you receive. This will make existing customers feel valued and give potential customers reassurance and build trust. 

To develop this even further, you can do some proactive outreach, like commenting on other local businesses that your customers might also be engaging with, or actively liking or commenting on people who follow you, as this can grow your brand awareness with your target audience. 

Make a note of any questions you are frequently asked in direct messages or comments, and create new content that addresses these topics, as this can help save you time replying to repeat messages. You can also build a bank of responses to common questions to help run your customer service more efficiently. 

Run targeted paid media adverts 

Even with a small budget, you can see a huge return by running a targeted, multi-channel paid media campaign. 

Running Google PPC (pay per click) ads in locations within a certain radius from your business. Targeting both broad search terms and keywords with higher intent can help you grow your visibility across the funnel. 

You could also repurpose some of your social media content as paid social media ads on platforms such as Instagram or Facebook. 

Finally, you could try creating an ad campaign that ‘retargets’ people who have recently visited your website or social media profile, targeting potential customers during the ‘consideration’ phase of their decision-making process.  

Final Thoughts

When it comes to marketing our aesthetics business, it is important to increase your visibility with new, potential customers in a range of touchpoints, from paid and organic social media, search engines and reviews and referrals. 

Ensure a consistent brand image and tone of voice across all marketing activities to create a connected and cohesive customer journey, providing customers with an excellent experience from discovery to consultation and beyond. 

Need help elevating your aesthetic business marketing strategy?

We are proud to partner with leading businesses in the Dental, Medical & Aesthetics Sectors, and are experts in creating digital marketing strategies that achieve business growth. Get in touch.