Aesthetic Marketing: 5 Tips to Drive More Business

Author

Dr. Stephen Cosentino

The aesthetics business is booming, but that doesn’t guarantee success for your practice. To grow your business, you need to invest in a comprehensive aesthetics practice marketing effort and sustain it over the long term.

This could take you a bit outside your comfort zone. You’re used to working with patients and honing your cosmetic techniques, after all — not dealing with the nitty-gritty of marketing and self-promotion. But you and your team are fully capable of doing it yourself if you focus on proven, scalable marketing strategies.

Aesthetic Marketing Tips to Drive More Business

Start with these five marketing tips to drive more business to your aesthetic practice.

1. Assess Your Practice Goals & Develop a Marketing Plan

First, take a hard look at where your practice stands today. Consider its current services, patient population, growth metrics, and marketing footprint.

Then assess your near- and long-term goals for patient acquisition, service expansion, revenue growth, and more. If you’re just starting out, download our aesthetic kit and forms package, which both contain valuable information and collateral to assist with your marketing efforts.

Finally, develop a marketing plan. Identify the channels that already generate new patient traffic (like word-of-mouth referrals and print ads) and those that competing practices seem to use successfully.

2. Lean Into Social Media Marketing

Use Facebook and Instagram — and YouTube and TikTok — to reach potential patients and keep in touch with existing ones.

Facebook and Instagram ads are surprisingly budget-friendly, especially if you’re targeting narrow geographies and demographic segments. And TikTok and YouTube followings can build on themselves when you consistently create engaging, useful content for your followers.

Just be sure to promote your presence within your practice and through existing marketing channels, like email. Your prospects won’t engage with you if they don’t know where to find you.

3. Optimize Your Website Design & Content for Search Results

You’ve probably heard the phrase “search engine optimization” before. Maybe you know it as SEO. Even if you’re not a digital marketing expert, you can guess what it means: optimizing your website and its content for Google and other search engines.

You don’t need to be an SEO expert to make this happen. Simple steps like reducing image and video sizes (to cut load times), streamlining your website navigation so it’s easier for patients to find the information they need, and integrating high-value keywords into your content can go a long way.

4. Buy Google Ads

This is another cost-effective marketing strategy that can pay off with effort. Target relevant keywords that aren’t super-competitive, like “dermal filler injections Phoenix” rather than “dermal fillers.” Set a strict budget limit for your keyword bids to avoid unexpected overruns.

5. Up Your Email Marketing Game

You probably keep in touch with your patients by email already, but you’ll drive a lot more business with consistent marketing emails that recipients find useful. Consider a weekly newsletter that dives into a different aesthetic topic each time — something that doesn’t scream “sales!” to everyone who opens it.