The digital landscape for aesthetic clinic marketing has been evolving over the past few months, with more consultants and clinics competing for the top spots on the SERPs (search engine results pages) and social media’s recommended lists. The competition is fierce, and clinics looking to make a name for themselves in this space need to employ a wide range of methods and tactics to stand out amongst the ever-expanding crowd.
Here are a few tips and tricks for aesthetic clinic marketing.
Paid search advertising is a powerful tool that can be used to drive targeted traffic to your website. However, when it comes to healthcare-focused PPC, Google has numerous restrictions that should be taken into consideration when building your campaigns.
For example, ads using keywords such as “botox” will be disapproved, as it falls under the speculative medicine Google Ads policy.
Instead, focus on target keywords that are relevant to your clinic, with a focus on high-intent keywords that consumers will most likely convert with. Depending on the clinic’s price point, you may want to target different keywords. A top, high-end clinic should focus on search terms such as “best” or “luxury” whereas a budget clinic may include more cost-related searches.
Adjusting bids according to search intent and other considerations such as location, device, and demographics are valuable ways to filter search traffic and ensure that spend is being used effectively.
A great example of this is adjusting location targeting according to surgical versus non-surgical treatments because people looking to undergo a surgical procedure, such as a facelift or rhinoplasty, are typically willing to travel further compared to someone looking to book a simple lip filler appointment.
Paid Social Advertising
Paid social advertising has seen a significant increase in usage over the past few years, which comes as no surprise, as 62.6% of the world’s population now use social media. The options for static images, carousels, and videos, as well as the advanced targeting features makes paid social a valuable inclusion in your aesthetic clinic’s marketing strategy.
Choose platforms according to your target demographic. For example, Meta (Facebook and Instagram) has a more varied audience, whereas LinkedIn is more professional and TikTok is typically younger. Although this is changing…
Similar to Google, Meta has strict regulations surrounding beauty standards and body image, including prohibiting you from advertising certain terms and using specific imagery, such as before and after images and idealised or unrealistic results.
As mentioned earlier, one huge advantage of paid social media is its targeting features. On Meta, you can target based on age, gender, location, interest, and behaviours, so ensure that you have a clearly defined target audience in mind before you begin. You can also target your existing database, and a lookalike of your database – this tends to produce high quality results as the audience has a proven interest in the company.
SEO and Content Marketing
Search engine optimisation, along with an aligned content marketing strategy, can help your website to appear at the right place, at the right time, and in front of the right people. Aesthetic clinic and healthcare SEO is becoming increasingly important for those looking to remain visible on the SERPs and continue driving organic traffic to your site.
As mentioned previously, the competition for search terms around aesthetic clinics is fierce, and keyword difficulties are frequently high, meaning it is becoming increasingly difficult for your website to be visible without active optimisation efforts. Improving your site’s rankings is a process that takes time through improving your website’s onsite and offsite performance.
Make sure to build a keyword map and strategy, with internal linking between web pages and SEO-optimised content will help your website to rank higher for more meaningful search terms. Target these keywords through webpages, regular blogs, and case studies. You should also undertake regular site health checks to ensure there are no faulty links or title tags, missing meta descriptions, and duplicated content which could be dragging down your UX (user experience) or Google rankings.
Organic Social Media
Organic social media is a fantastic way to gain brand exposure and build up a consistent brand image. Increased numbers of consumers are turning to social media for research, especially Gen Z, as shown in a recent Forbes study.
We’ve seen aesthetic clinics turning to social platforms like TikTok and Instagram to grow their audience and entertain viewers, some even rising to become stars on the platforms. Organic social media might not necessarily be the platform that leads to conversions and bookings, but it’s crucial to support consumer research and build up brand image.
Influencer marketing is growing in this space, which works particularly well when it comes to luxury clinics who are targeting a high-income demographic. If you are looking to be more accessible or relatable, UGC (user generated content) campaigns will typically be more appropriate. Either way, consumers want to see the process and overall experience firsthand so they know what to expect from the procedure.
Some content ideas for marketing your aesthetic clinic on organic social media include a meet the team series, helping to convey trust and transparency, sharing positive reviews and positive patient experiences, informing and educating on the procedures the clinic offers, and underpinning the clinic’s values.
Implementing an aesthetic clinic marketing plan
Effective marketing is essential for the success of your aesthetic clinic. Leveraging all of the above methods into a holistic digital marketing strategy is the best way to become more visible, drive traffic to your website, and increase your appointment bookings and clients.
Once the strategy has been implemented, it is important to monitor and analyse the results to see what is working and – often more importantly – where improvements are needed. This also includes staying updated with the latest marketing trends and industry news to give you that edge against competitors.
Are you looking for some help with your aesthetic clinic marketing strategy? As a specialist digital marketing agency in London, we are here to help take your PPC, SEO, social media, or content marketing strategy to the next level. Get in touch with our team of healthcare marketing specialists on 020 7288 6206 or online@signifydigital.com to get started.
