The Dos and Don’ts of Marketing Your Aesthetics Practice

If you’re marketing your medspa or aesthetics clinic, you’re working day in and day out with clientele who want to feel beautiful – whatever their definition of that is. They’re seeking a place of respite that’s within their budget and meets their needs, but for first-time customers in particular, researching an aesthetics practice can feel overwhelming. With the right marketing, however, you can tell your story to the right customers at the right time to bring them through the door.

We put together a list of ways to effectively market your medspa, along with a little advice on what not to do as you’re building your strategy.


Do understand your audience. The more you know who you’re speaking to – and who is seeking what you have to offer – the better you can hone your message and zero in on your promotional channels. One great way to get a clear picture of your ideal customer is to take a step back and get a clear picture of your business.

What story do you want to tell? What type of clientele are you trying to attract? A medspa that touts affordable treatments will have a very different story from one that caters to the rich and famous. One that’s focused on anti-aging will have a different story from one focused on weight loss. You can pay for specific sponsored campaigns on social or digital media that can target a niche audience


Don’t guess at who your audience might be. There are so many data analytics programs available that you’re sure to find one that works for you. If you just spend money on a sponsored ad campaign without doing your research, you may not see a strong return on your investment.

This advice applies to your post-campaign analytics, too – especially if you’ve invested in a platform. Keep a regular eye on your campaigns, and here’s the secret to success: Do more of what’s working, and less of what isn’t. If you’ve noticed that LinkedIn posts on Fridays don’t go anywhere, try posting on a different day. Everything is fluid in marketing, and it’s imperative to go with the flow as you see what’s working and what isn’t.


Do be active on social media. A combination of paid and organic posts is one of the best ways to reach your audience, and the variety of platforms means you can make slight adjustments to your brand voice to make the most of each one. Want to show amazing interior shots of your procedure suites? Instagram is the place. Facebook is perfect for before-and-after shots and promoting upcoming events. And if you want to show off a little personality, TikTok is your channel.


Don’t forget who you are. Social media engagement happens when you find your audience and speak to them in the style of each platform. If your brand personality fits perfectly with a TikTok challenge, then go ahead and jump on the trend. But don’t do it just for the sake of doing it. Ask yourself, Is this a good fit for my brand personality?


Do invest in your website. Create a destination for customers that provides not only information, but also a source of trustworthy expertise. It can be scary for first-time customers to come to a medspa – especially if they’re having a procedure – so the more reassurance your website can give them to show that they’re in good hands, the better.

One way to do that is to make everything easily available online. Pricing, booking, customer service, a patient portal, even online check-in – anything that can make the process easier for both you and your customers. Here are some ways to find the perfect web design agency for your needs.


Don’t forget about the aesthetic inside your business. The tone, voice, look, and feel that you establish for your brand should flow seamlessly between online and offline worlds, so that no matter where customers first heard about you, they know when they arrive that they’re in the right place.


Do be a good steward of your online reviews. Around 69% of patients report that they won’t consider a healthcare provider that has less than a four-star rating, which means your Google My Business profile is more important than ever. Maintaining your online reputation means regularly monitoring and responding to your reviews – the good ones with a thank-you and, even more importantly, the not-so-good ones with a reassurance that their comments have been heard.


Don’t ignore negative comments or be snippy in responses, even if a complaint wasn’t warranted. In the same vein, don’t ignore what your customers are saying. Reading your online reviews is a great way to take the pulse of your current customer base, and if you see something that’s repeated several times, look at it as a great way to not only fix an issue, but then let your customers know about it on social media. When it comes to creating loyal customers, “we hear you” goes a long way.


Do stay on top of the latest marketing trends. They are ever changing, and even a best-in-class marketing plan should never look exactly the same at the final report as it did when it launched. One of the best ways to stay on top of the industry is to find a few sources you trust and keep up with them regularly. LinkedIn is a great source of content by marketers for other marketers.


Don’t forget about the traditional offline tactics, like direct mailers and open houses. They still work! They can even be used in combination, such as promoting an open house through social media. Another tried-and-true tactic that still plays well is a loyalty program, with perks for repeat and new customers alike.



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