Standing out against competitoraesthetic clinics can be challenging, particularly online.
There are many ways to appeal to different demographics, from social media to email marketing. How do you know what’s going to work? How do you begin to craft your brand’s personality?
At InMode, we have years of marketing experience within the health and beauty industry marketing. Here are our top tips to help you grow your clinic online.
1. Create a Brand Identity
Your brand identity is how your brand is seen and known by others. It includes your brand’s logo, aesthetic, fonts, colours, design of assets, and tone of voice. It’s important to keep this brand identity consistent across all touchpoints. Touchpoints are anywhere your customers interact with your brand, including social media, emails, online ads, therapists, and more.
A brand guideline outlines all the fundamentals of your brand’s personality, such as tone of voice, catchphrases, important keywords, and more. Creating a brand guideline is wise, as you may have multiple people helping with marketing activities. It will help your branding look cohesive, further cementing your brand’s identity when you’re crafting youraestheticindustry marketing campaigns.
InMode Tip: Use InMode's branding resources to ensure your clinic's brand identity aligns with our high standards of quality and innovation.
Benefits
- Having a strong and consistent brand will help with brand recognition, which will make your advertising efforts more effective.
- It builds trust and credibility, this is important foraesthetic brands as customers want to be sure they will get the quality of service they are paying for.
- It can build customer loyalty which in turn can help with price sensitivity.
Example
Here is one of our Instagram posts. In it, we show our brand identity through the use of our brand colours, fonts and logos.
2. Build Your Website
Your website should be built around your brand guidelines, include relevant information, and be optimised for online spaces. Conduct research before diving into building your website. This helps you establish what appeals to your target client base and what kind of content will be necessary not only for them but also for your search engine optimisation (SEO).
Consider hiring professionals to build your website if you don’t feel tech-savvy enough to do it independently. Many agencies and freelancers can help with this. Sit down with them and work out all the details for how your website should look and feel with expert professional insight.
InMode Tip: Feature InMode technologies on your website to highlight that you’re at the forefront of innovative technology in this industry.
3. Build Your Local Focus
If you have a general idea of the local demographic you’re appealing to, you can build your brand guidelines, website, and content around this. It’s better to appeal locally, as your clinic will likely require in-person visits for treatments and procedures.
Try reading reviews for other local clinics, browsing social media, and investigating local listings online. Utilise Google My Business to find statistics and other relevant information. All of this will help you garner a better understanding of your probable clientele.
4. Leverage SEO & Content
If you search for your clinic or the services you provide and you don’t appear on Google, it means your website has a poor Google ranking. This is where SEO comes into play.
Many factors affect your ranking, but, in layperson's terms, Google is trying to provide the best and most helpful content for the person searching for it.
For more detailed information on what SEO comprises, it would be wise to consult an SEO expert. That said, there are several actions you can take to positively affect your results, such as:
Ensuring Your Website is High Quality
- It should be mobile-friendly
- It has a fast loading speed
- All content is kept up-to-date
Utilise Relevant Keywords
- Identify and target one specific keyword or phrase for each website content page
- Try using free online keyword tools to find related keywords for your target audience
Informative Content
The more helpful and quality content you have using your target keywords, the higher you will rank. It is also a great way to show you are an industry expert. This ties into Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) criteria.
Foraesthetic clinics, there is a lot of content to target. Writing about the technology you use at your clinic, post-treatment care, and the benefits of different procedures and products can all contribute to your EEAT. When you’re utilising InMode technology, we’re here to provide you with all the resources you need. Whether you have questions yourself as a clinician or want to share more detailed information with your clients, we’re here to help.
InMode Tip: Highlight the benefits of using InMode technologies in your content to showcase your clinic. From being the most innovative technologies on the market to the remarkable efficacy that means your clients don’t need as many sessions to see results, communication can make a world of difference when a client is deciding what kind of treatment to choose.
When you’re an InMode provider, we’ll also feature your clinic on our Find a Provider page, giving you another backlink and another way for clients to find you.
Local SEO
Google ranks local businesses higher as it is more beneficial for users. For example, if someone in Sydney searches for aesthetic clinics near them, Google will offer the best-ranking beauty clinic in the area.
5. Leverage Paid Advertising
There are long-term and short-term marketing solutions. SEO and content are examples of long-term marketing solutions; investing in them will likely net you results over time.
Paid advertising is an example of a short-term marketing solution. When you invest in effectively targetedadvertising, you may see a quicker turnaround in interest and potential customers.
Google ads are a good option if you know that your target clients tend to search for the solutions your clinic offers. Talk to an expert about setting up paid advertising, its potential benefits for your clinic, and more business tips for online growth.
6. Leverage Social Media
Social media is a fantastic free tool that every clinic should leverage. Advertising on social media is a great way to target a specific audience if you are trying to grow awareness of your clinic and its treatments. It allows you to send updates and build a community with loyal clients.
Many customers look for brands' social media channels to see if a brand is well-established and trustworthy. By maintaining a presence, replying to reviews and joining conventions, customers can see your level of customer service and will feel more confident investing in you.
It’s also a good place to showcase before and after photos and share the InMode technologies you use. From face and body sculpting with Morpheus8 to reducing pigmentation and boosting the skin’s elasticity with Lumecca, the results speak for themselves. This not only gives more tangible results for people to see but also helps to position you as a reliable expert in the industry.
7. Customer Reviews
Your businessrequires clients to have a lot of trust in them, as your services affect their appearance.
According to research, 84% of people trust online reviews almost as much as a personal recommendation. A different survey found that 72% of consumers say that positive reviews make a business more trustworthy, increasing the chance of buying a product or service.
Go out of your way to ask for reviews via email or by talking to your clinic's regular clients.
InMode is here to help you explore the world of aesthetics. Our tips to growyour businessonline are brought to you by experts in the industry. For more information, contact our team today.
