Social media marketing refers to the process of gaining traffic to your website through social media sites. There are many types of social media sites: Facebook, Twitter, LinkedIn, Pinterest, MySpace, Google+, Instagram, Foursquare, and many more. Many internet directory sites and review sites are now evolving into social media sites, like Yelp.com, Tripadvisor.com, and even OpenTable.com.
Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast, is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
Social media gives you many benefits, from the ability to share new content and news stories, to help in building links to your website. Many people also perform searches on social media sites to find content (ie “any recommendation on laser hair removal clinics?”)
Facebook Marketing for Aesthetic Practices
At the very least, you need to have a practice Facebook page. With over 1 billion users, Facebook is the largest social media network in the world. The purpose of your Facebook page is not to continually offer promotions and deals, but to mix it up. Offer tips, advice, and other interesting news. For every 5 or 6 non-business posts, you can add a promotional post. To get ideas on what and how to post, check out some of the larger aesthetic players on Facebook, like Stockton Dermatology, JuvaNYC, Derma Health Institute, and Laser Clinique.
How to Setup a Facebook for Business Page
1. Go to the Facebook Create a Page:
This page displays buttons for the different business types for which you can create a Facebook Page. (You can also find this link at the very bottom of your personal Facebook page.)
2. Select the business type that best describes your business.
For aesthetic practices and medical spas, you should choose Local Business or Place.
3. Type your business name in the Page Name field to secure your practice’s name on Facebook.
When you name your Page, it is permanent, so make sure you use your correct practice/medispa name.
4. Select the checkbox below the name of the Page to accept the Facebook terms.
Selecting this checkbox certifies that you are the official representative of the business, organization, entity, or person that is the subject of the Facebook Page — and that you have the necessary rights to create and maintain the Page.
5. Click the Create Official Page button.
Congratulations, you have created your Facebook Page!
Choose the correct category while creating your Page because the resulting templates that Facebook generates have different options.
Using Facebook to Engage Your Patients
Facebook page, people visit their page, ‘like’ the page and receive constant updates that the company provides. In a way, it is similar to sending out emails to hundreds of clients but is a lot simpler.
Building a fan base and following of patients
Creating a Facebook page alone is not sufficient. Advertising it is paramount, and this can be easily achieved using Facebook advertising. Word of mouth also helps, and the more you engage with your patients, the more they will let their friends and family know.
Strategies to engage patients
There are a number of different ways to engage patients who are on your company’s Facebook page.
1. Share up to date information – Patients love to hear about new developments in the field of medicine, and putting it across in a simple to understand language will most certainly engage your patients. Many of them might be able to use that information to manage their clinical condition a lot more effectively.
2. Stay in touch – Engaging patients is not a one-way street. If a patient posts a comment or wishes to know more about a particular topic you have posted on there, it is worthwhile replying back to them with useful tips and suggestions. Starting a dialogue can help build trust and your Facebook page can be the ‘go-to’ site when it comes to information and tips.
3. Post useful videos and photos – It may be great to keep it business as usual and be professional all the time, but posting interesting videos that bear a message, or memorable photos that patients may find useful is a great way to build your reputation. For example, if running Botox® courses, having a few videos to explain what the course is about, or have a picture about how Botox® can help a patient is a good way to engage with them.
Here is an excellent example of the use of Facebook by one of the IAPAM’s expert faculty members, Dr. Toni Stockton.
At the IAPAM, we offer a lot of free information to our patients and professionals alike. We are avid Facebook users and believe that our patients deserve to know everything there is to know about their health. If you are not using Facebook to engage with your patients yet, it’s time to get on board!
Social Media posting is very time-consuming therefore you will want to invest in a Social Media service to post to your platforms. Outsourcing your Social Media Marketing will help with your practice engagement and is a great ROI.
Using Google and Bing SEO to Bring in More Patients
People use search engines to look up everything, whether it is a product they want or a service they require. A clinic’s potential patients are also Google and Bing Users and to get the attention of these users you need SEO marketing. SEO helps generate traffic and offers a high rate of conversion because the people who open your website by looking up SEO keywords are those who actually need your services. A practice can significantly benefit from using keywords targeted at the local audience and attract more patients to their clinic.
Read Cosmetic Marketing Tips for more ideas on how to utilize social media and blogs to promote your medical spa.
Using Pinterest for marketing medical spas
In recent years, the use of social media has taken over literally every field that we know. It has become an essential part of marketing and has been adopted by thousands of businesses all across the globe. Facebook, Twitter, YouTube, and Pinterest have new businesses registering almost every day. The use of social media has also been adopted to market medical spas. Here, we shall take a look at how different medical spas may use Pinterest to boost their business and enhance their clientele.
What is Pinterest?
Pinterest is a social media platform that allows its users to ‘pin’ images onto an electronic board. These images are then linked back to the original website. Using it is simple and requires registering a free account which only takes a few minutes to do so.
The advantage of using social media marketing through Pinterest is the fact that it is completely free. Once people take a look at what you have put on your page, they will be able to ‘repin’ it to their own page, helping spread the word about your business to their friends and followers.
How to use Pinterest
If you are running a medical spa, then chances are you have a number of different products of your own that you would wish to sell, in addition to different services that you offer your clients. Get yourself a professional photographer and take a number of different images of your spa, the different treatments, and pictures of the products. Pin these on your board over a period of time, and if they are good then they will get shared by people who love spas or have similar interests. The great thing is that you can tag your images to include your website link, and this helps drive free traffic to your site. Of all the visitors that come to your site, it is likely that some of them will become clients, so it is totally worth the effort.
Advantages of Pinterest
Well, firstly it is free, so does not require you to spend anything more than just some time. And it is time well spent, especially if it works well. Another advantage of Pinterest is the fact that it is a highly ranked site already, and having a portfolio on the site means that any searches done on Google or other search engines will reveal your site well on the top.
A great way to market your medical spa through Pinterest is to post competitions on the site. Take an image and pin it on your board, along with a message that you are running a competition. Users will click on the link and will reach your site, where they will be able to enter their details for the competition. A strategy you can use here is to make sure that information such as email addresses and names are captured into a database (with the user’s permission of course). This way, if you have any services or products you wish to advertise, you can do so by sending out emails.
For more information on how to start a Pinterest board that succeeds, check out this great article on Social Media Examiner.
For more information on how to successfully launch and market your medical spa, register for our next Aesthetic Medicine Start Up Workshop by visiting https://iapam.com/aesthetic-practice-startup-workshop
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