Key considerations for a successful digital marketing strategy

As an aesthetic practitioner, it is important to get your brand and services out there in the public eye – and digital marketing is one of the quickest and most efficient ways of doing so. When putting together a digital marketing strategy, there are numerous elements to consider.

  1. Know your audience

Before you start creating content and begin to connect with your audience, you need to decide who your audience is. Start by identifying your ideal customer and be as specific as possible. Create a customer profile – incorporating key demographics such as their age, gender, location, job and hobbies, but more importantly, understand why they would have an interest or need for your services. Get to know your audience by being present on social media; check out what your audience is regularly posting about, and what types of content they interact with. Once you know your target audience and have a feel for the type of content they like, you can engage with them through blog posts, paid advertisements and social media.

  1. Strong SEO

Ever wondered why your competitors rank higher on Google than you? It is likely to be because they invest in content marketing and search engine optimisation (SEO) to drive more traffic to their websites. There are numerous ways to optimise your website to boost your Google rank, including:

Keywords –  be sure to include relevant keywords in your content, URL, meta-descriptions, title tags and image descriptions

Speedy website – your website should be quick to load, simple to navigate and offer clear calls to action

Mobile optimisation – according to Statista, 52.2 per cent of all website traffic worldwide was generated through mobile in 2018, so make sure your website is responsive across all platforms, and that users can easily contact you via email or telephone

Quality content – humanise your brand by using case studies and lifestyle content, tackling topics related to your patients’ health and lifestyle choices while also providing useful tips and an expert comment, which will help boost your brand’s credibility. Whether in a blog, feature or video format, this type of content can be reangled depending on where you intend to use it

Analytics – do not let all your hard work go to waste – it is important to understand which marketing channels work for you and which do not. There are many useful apps available which enable you to track your SEO performance, however it is advisable to use a specialist for advanced analytics, as it can often get complicated and quite time consuming

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    3. Social media

With over 39 million British people using social media every day, it can be a force for good for your company. Whether you opt for LinkedIn, Twitter, Instagram or Facebook or a combination, you need to choose the right platforms for your audience. LinkedIn, for example, is a useful network for aesthetic practitioners to position themselves as leaders in the industry by educating and building trust with followers. Facebook, on the other hand, is a more personal network where potential customers seek opinions from their family and friends, watch or read real life stories, and share reviews about products and services. Instagram lends itself to the aesthetics market due to its visual nature.

It is important to be active, but avoid being too overzealous on social media. Try to post at least a few of times a week on Twitter, Instagram and Facebook and interact with relevant influencers and potential customers by liking posts, commenting, and joining discussions. Professionalism and consistency are key – do not shy away from criticisms or tough questions, and always ensure you respond to comments and/or reviews, especially when they are negative – dealing with negative reviews can make or break your reputation – while being mindful and understanding of the commenter’s concerns.

    4. Pay per click (PPC)

PPC is a type of on online advertising – they are ads that are paid for only when someone actually clicks on them. Essentially, it is a way of buying visits to your site, rather than attempting to ‘earn’ those visits organically, but it can be a speedy way to attract potential customers to your website.

The price that you pay per click is determined by the marketplace value of the keyword or expression you are interested in. This is calculated by your ads’ quality score and the competition for the keyword you want to target.

PPC is a great digital marketing tool as, unlike impressions, clicks are extremely straightforward to track, and you only pay for the clicks you need. However, because you are competing with other advertisers for traffic, this can sometimes cause PPCs to become expensive and sometimes unaffordable, so it is important to carry out keyword research beforehand to scope out your competition. You can learn more about PPC and how best to use it by reading this article in Aesthetics Journal.

The key is to understand your audiences, create content that appeals to them, and if you are unsure about how to devise a digital marketing strategy, outsource to a reputable company who will be able to do the work for you.

You can also read more about key digital marketing methods in our guide ‘Digital marketing for aesthetic practitioners’.

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