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Industry • Marketing

Aesthetics Marketing: 5 Strategies to Grow Your Business

Grow your brand, improve sales, and boost retention with these aesthetics marketing ideas

The aesthetic medicine industry is booming. Reports describe a growing sector with a market size of over $127 billion as of 2023 that shows no signs of slowing down. 

Even with these impressive financial figures, however, success is not guaranteed. It takes a savvy approach to capture your potential client's attention, sway them from the competition, and bring them into your office. 

The following aesthetics marketing tips offer tried-and-true techniques for establishing your brand’s expertise, maximizing your online presence, and connecting clients with the valuable service your business provides.

Education as advertising

Social media remains one of the most effective medical aesthetics marketing tactics. Creating accounts on platforms like Facebook, Instagram, YouTube, and TikTok will ensure that your current and future clients have a direct connection to your brand. 

Here, you can strut your stuff with client testimonials, informational videos, equipment deep dives, safe and effective DIY beauty hacks, and other content your audience responds to. These platforms allow you to cultivate a community of like-minded people while positioning your brand as an expert. Don’t forget to respond to comments to deepen that connection with your audience.

Social media ads can also be a highly effective way to reach potential clients by demographic. Ads can get expensive, so make sure you have a way to track their effectiveness. For example, Boulevard’s client self-booking can integrate with Google Analytics and soon Facebook Pixel to help you understand which ads drive bookings.

Optimize your online presence

Social media is important, but don’t leave other options on the table when it comes to marketing aesthetics. 

For example, a business website gives you complete control over your online presence. You can use it as a central hub for contact information, online reservations, menu pricing, and even a blog where you can share your expertise with the community. 

While you’re working on your marketing for aesthetic clinics, you should also spruce up your Google Business Profile (previously called Google My Business), which controls what clients see when they search for your location. This page contains helpful information like your address, phone number, direct links to your website, and reviews in a handy mobile-optimized layout. By taking control of your Google Business Profile, you can override Google's defaults, add images, respond to reviews, and even answer direct messages. Make sure your scheduling solution can integrate with your Google Business Profile so clients who find you via Google Search or Google Maps can start booking an appointment from their search results page.

Speaking of reviews, don’t forget about business review websites like Yelp. Controlling these pages will ensure clients have the correct info no matter where they find it. Plus, you’ll be able to respond to your clients’ compliments or criticism. If it sounds like we keep bringing up responding to comments, it’s because we do; interactions like that build trust, which is crucial for maintaining a healthy self-care client base. 

Bundle complementary services

Offering discounts is a great way to entice new or reluctant clients into your doors. However, relying on them too heavily can train your clients to expect lower prices on a regular basis, ultimately eating into your bottom line. If you position your business as a high-end, luxurious experience, heavy discounting doesn’t align with your brand either.

Rather than discounting individual services, bundle complementary services into specialized packages at lower rates. For example, bridal packages could include signature touch-up services like laser hair removal, facials, and injectables to help prepare for that special day. Bundles can entice clients to try services they might otherwise ignore at rates that still offer your business a significant return.

You can also use bundles to incentivize repeat visits, such as packaging four micro-needling treatments for the price of three. That way, you can incentivize repeat visits, helping to foster long-term relationships and boosting the lifetime value of each client.

Get personalized with your aesthetics marketing

Client treatments are heavily tailored to the individual, and your marketing should be, too. In fact, your clients expect a personalized experience — according to one study, over three-quarters of consumers grow frustrated when their favorite businesses don’t customize messaging or service offerings to meet their needs. 

This is where marketing suites like Boulevard come in handy. Boulevard can help you send emails tailored to your clients’ circumstances without the need to hand-craft each message. For example, if a client usually has a facial treatment every few months but hasn’t booked their next appointment, you can automatically send out an email to remind them. 

Or you can create automated advertising campaigns to promote specific packages, and Boulevard will filter and target clients most likely to respond to it. That way, you can provide that all-important personal touch, whether you’re running one aesthetic business or a dozen.

Treat loyalty like royalty

Retention is crucial for maximizing the return on marketing aesthetics businesses. The cost of keeping current clients coming back is far less expensive than acquiring new ones, and one study shows that up to 70% of aesthetic and medspa visits come from returning patients. 

Loyalty programs are an effective way to encourage repeat visits through special incentives. For example, clients could receive a free facial after several visits. Or they could get bumped up into a VIP program (with exclusive services at discounted rates) for making a set amount of client referrals. Look into what entices your clients to return, and build your loyalty program to maximize its impact.

However, given the medical nature of many aesthetic services, there are certain things that you can’t do with a loyalty program. For example, giving out gift cards for referrals could be considered a form of kickback, which is illegal. Be sure to consult a lawyer before implementing a loyalty or rewards program just to be safe.

It’s important to remember that there’s no one-size-fits-all solution to developing an aesthetic marketing strategy. A combination of tactics and constant iteration — along with the support of a platform like Boulevard — will help you make the most of your marketing efforts.

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