A recent study showed the average American woman spends over $3,000 a year on beauty products. Chances are, you’d like to see the similar profit shares in your skincare clinic.
If you’re looking to grow your skincare clinic, but you aren’t sure where to start, read on to discover our top marketing tips to add to your campaigns.
What You Should Know About Marketing Your Skincare Clinic
Before diving into marketing your skin care clinic, it’s important to be as clear as you can on your audience and message. You can accomplish this by taking the time to do adequate market research.
Read on to learn more about important research steps to take prior to creating your marketing campaign.
What Makes Your Brand Unique
When your audience views your marketing message, they will want to know one simple thing “what’s in it for me?”. Which is why you will need to be clear on what sets you apart from your competition.
This could be anything from organic, hand made products to special pricing on services. The more defined you are on what sets you apart, the easier it will be to express them to your audience.
Know Your Audience
Contrary to what many “marketing gurus” may teach, there is no one size fits all marketing strategy. That’s because each audience is unique, and will respond to different forms of methods and content.
The key to determining which strategy is right for your audience is to do plenty of target audience research. You should be able to create a full “customer avatar” based on your research. Your avatar should have:
- A name
- An age
- A career (or level of education)
- A determined number of family members
The more you include in your avatar profile, the easier it will be to craft content geared towards their specific needs. Try to get as in-depth as you can while creating your avatar. Ask yourself what this person worries about? What are they passionate about? What keeps them up at night? Then communicate to those key points.
Pick a Message
Politicians have a platform, brands have a message. This will partner with the differential factors you researched early on. This message should also be showcased in all content and branding details.
For example, your message may be that caring for your skin is an act of self-love and self-care. Your message may also focus on ageless beauty, or even encourage your audience to take some time out for themselves.
Ways to Market Your Skincare Clinic
Now that you’ve carved out your benefits, avatar profile and key message, you’re ready to start marketing. Some of the methods below are the most powerful marketing tools you can use for your skin care clinic.
However, it’s important to refer to your data to see which methods prove to be the most effective with your unique audience.
Your website is one of the first places your audience will turn to in order to learn more about your business. Which is why your web design is a make or break tool for your brand.
A recent poll has shown that the majority of web site visitors will leave the site immediately if they find it is unattractive. Use quality HD photos to keep your audiences attention, and be sure the site is easy to navigate.
You’ll also want to make sure the site is mobile friendly. Not only is mobile site use on the rise but Google will also penalize sites that don’t provide a clean, mobile version.
With the rise of social media and SEO, many business owners believe that the days of email marketing are done. However, email marketing continues to be one of the most effective forms of marketing today.
Through your email campaign, you can introduce new services, special discounts and even draw your audience to content on your website.
Social media is a great way to create an ongoing conversation with your audience. Through your Facebook, Instagram and Twitter account you can clearly communicate what your brand is about.
One of the benefits of social media is that you don’t always have to create your own content to set a tone for your brand. Often you can share content from other social media pages that send the same message.
For example, if one of your skincare products uses lavender, you can easily share a study or video discussing the many benefits of lavender. Just remember to credit the original poster.
SEO and Google Ads
Your ranking on Google will make a huge difference in the number of people that are able to find your site and book services. Fortunately, there are many methods that can be used to enhance your Google ranking.
By using SEO keywords throughout your websites and blogs, you can appear on searches using the same keywords. However, using SEO strategies incorrectly can result in Google penalizing you and hurting your ranking. Which is why it’s best to work with a professional marketing team if you’re not sure about what you’re doing.
You also can use keywords to place strategic Google Ads that will appear on other searches and websites, increasing your site traffic.
Flyers and Print Ads
Not all marketing methods have to be digital. Good old print marketing still works when done effectively. You can print flyers and business cards for an affordable price and leave them in other businesses.
Again, this is a great time to consider your customer avatar. The businesses they are most likely to visit is where you want to leave your flyers.
Word of mouth is a great form of marketing, and you can encourage it by offering extra incentives for recommendations. The good news is, your affiliate program doesn’t have to be complex.
You can offer free services based on how many referrals a client sends over. For example, you can offer a free skin care session for every five referrals a customer brings in.
Creating the Ultimate Marketing Plan for Your Skincare Clinic
While all of the methods above can be effective ways of marketing your skincare clinic, it’s important to remember that there’s a bit of a learning curve that comes with crafting marketing campaigns.
Hiring a marketing team that’s experienced in your industry is a great way to apply a powerful marketing campaign while still having enough time to focus on your business. If you’d like to learn more about how our marketing team can benefit your business contact us today for more information.