It’s a common misconception that marketing is solely focused on hard-selling and spending money on promotions. It’s one of the top reasons why business owners tend to shy away from marketing, in fear of wasting precious revenue. The harsh reality is that there’s no way else to grow your brand without implementing long-term marketing strategies, and with enough dedicated effort, you will eventually produce profitable return on investment (ROI) results. Marketing goes beyond mere selling –– it’s about creating a brand and creating a unique story that you can call your own.
Whilst this may sound enticing, many marketing strategies can do more harm than good. We’ve listed the top six medical spa marketing mistakes, and how you can resolve them. After all, we’re here to help your medspa marketing toronto.
Your Brand Matters
Your branding goes way beyond just your business name or your logo. It encompasses everything your company stands for –– its values, reputation, personality, and voice, and should be present in how you engage with every current or prospective customer. If not, your clients may end up feeling confused instead of reassured. We recommend keeping your brand tone professional, positive and encouraging. Never use negative words that may suggest your clients feel unattractive or inadequate. Remember to be honest, as overstating potential outcomes or understating side effects may cause more harm than good. Let your clients get personal with you, and be a listening ear to them. Use conversational terms instead of medical jargon and acronyms to build a comfortable environment for your clients.
We don’t want to discount your efforts as an entrepreneur, but it’s always best to leave this up to the professionals to devise a killer branding strategy. It may be costly, but this one-time investment will help you save more time as compared to potentially wasting money and time through company rebrandings.
Leave No Stone Unturned
Ever come across an email typo and have your impression of someone changed entirely? That’s exactly how customers would feel too. It’s the little details that help your brand gain points in your favor with your audience. You may have the most dynamic and sensational marketing strategy, but it may lose points by having something as small as a typo or grammatical error. Each error has the power to label you as careless, indolent, and neglectful –– qualities that you don’t want sticking with you for long.
Creating The Right Personas
You may think you’re engaging well with your customers, but are you working towards building long-term relationships with them? Without an ideal customer profile in mind, you may tend to lose focus and have messy, undirected marketing strategies. This will reflect negatively on your brand and potentially cause a loss of brand identity. Now, when customers are unable to identify your brand, your brand will subsequently lose its hold within the market.
It’s important to ensure that you’re matching your brand messaging to your ideal clientele. Not only would this gain customer loyalty, but you’ll also stand to benefit from having them refer you to family and friends. One example to successfully profile customers is to segment them based on demographic factors, such as gender, age, and income bracket, or psychological factors, such as their attitudes, beliefs, and values.
Social Media Engagement
This is your sign to re-evaluate your brand’s current social media marketing status –– if it doesn’t have a clearly defined strategy, then it’s time for a revamp. Social media marketing is the crucial element in creating a successful brand, and a necessity for continual brand growth. It allows you to target different customer profiles by geographical location or other demographic factors. You’re able to extend brand awareness, interact with prospective and current clients, and foster a deeper relationship with them.
Each social media platform is unique and caters to different audiences. If they’re younger, they’re probably on TikTok and Instagram. Teens are on Instagram and Twitter, and adults generally lean more to Facebook. Plus, because they are all so different, you’ll want to curate your content accordingly. Instagram is a highly visual platform, so it’s perfect for medical spas. Post photos of your past clients, of your products, your staff, and your services. YouTube is essential for posting short videos, where you can explain specific procedures or answer any burning questions. TikTok is a growing platform where you can share candid before-after videos and laid-back staff videos.
Successful social media marketing is conversational. You want to start engaging your audience in back-and-forth discussions, so open up conversations where your clients will be interested and concerned. The better you know your audience, the more relatable your posts will be. For example, this may include: giving information about your services, answering commonly asked questions relating to your spa’s services, providing beauty tips on a budget, and exclusive promotions. Remember that the content that you post must be optimized and of high quality, such as being typo-free and grammatical error-free. You don’t want your customers to leave with the impression that your company is messy or slip-shod.
Investments Pay Off
Marketing isn’t a one-night miracle –– instead, it may require weeks or months to observe any significant improvement. However, whilst it may be daunting for small companies to make large investments, think of it as a necessary, long-term investment. Your efforts will all pay off, but you need to believe in them and give them time to flourish.
If It Doesn’t Work, Try, Then Try Again
The secret to building a successful marketing campaign is repetition and consistency. To solidify your brand identity, you need to convey your brand messaging repeatedly until your audience acts upon it. If your previous marketing efforts were fragmented and half-hearted, you need a refresher and revamp. Implementing standalone efforts such as a singular direct mail campaign or the occasional Facebook post won’t give you your desired results –– you need to come up with consistent quality content, post regularly, and engage your users on a daily basis.
Developing a comprehensive, multi-pronged marketing plan takes a ton of research, analysis, and strategizing to get across. We recommend hiring a professional marketing agency to take things off your shoulders and have more time to concentrate on your business. Let’s grow your brand together, wisely!