Plastic surgery is about making people feel confident about their appearance. Since appearance is the focal point for plastic surgery, the best way to share your brand as a plastic surgeon is through social media advertising. Social ads rely on visuals with captivating photos, videos, and infographics, which is the perfect opportunity for you to spread your image. But how should you market your business on social media? In this article brought to you by Stiddle, we will help you learn how to advertise on social media to increase website traffic, potential sales, and brand exposure.
Targeting the Right Audience
Narrowing down your target audience is especially important when you are deciding who you want to advertise to. This allows you to spend your marketing budget more effectively so that the people who are more likely to engage with your content will be the ones who see it.
However, in order to ensure that we don’t let our biases interfere with our decisions on our target audience, we will break down the stats on plastic surgery patients.
Understanding the Stats
Women represent 92% of plastic surgery patients within the US. Specifically, women between the ages of 40 and 54 undergo the majority of plastic surgery operations. The other demographic that undergoes the most procedures are in the age range of 54 and older.
While this might lead you to believe that plastic surgeons should limit their marketing to this demographic, you should still consider marketing to other demographics. Though men only make up 8% of plastic surgery patients, they still constitute well over 1 million procedures, so they are worth investing in.
Additionally, 38% of cosmetic surgery patients are repeat patients while the number is 58% for cosmetic non-surgery patients. Thus, you should target previous customers during your marketing campaigns.
Using the Right Content
Social media is all about the visuals. The most engaging content comes in the forms of photos, videos, and infographics. One of the most compelling tactics plastic surgeons can use is showing “before and after” photos. This lets your results speak for themselves. Displaying photos of successful surgical and non-surgical operations will encourage your audience to come to you to achieve the same results.
Oftentimes, the idea of plastic surgery can be scary because many people don’t like the idea of invasive procedures. However, most cosmetic procedures are actually minimally invasive. Of the 16.2 million cosmetic procedures performed in 2019, 14.5 million were minimally invasive. The most popular minimally invasive procedures are botox, soft tissue fillers, chemical peels, laser hair removal, and intense pulsed light. Highlighting these procedures will help effectively dispel concerns that consumers might hold.
Of course, posting too much of the same content becomes boring. Other ideas include posting videos that answer frequently asked questions, highlight customer testimonials, and assuage common concerns. Additionally, it can be helpful to post content that helps consumers learn how to take care of their bodies naturally. Posting beauty tips, workout routines, and diet tips will help you indirectly increase exposure.
Which Platforms Should I Advertise on?
Small businesses have many options when they decide on which social media platforms they want to advertise their brand. Some of the most popular options are Facebook, Instagram, Snapchat, Pinterest, and YouTube.
Facebook ‒ This platform offers the perfect opportunity to invite guests to events and share links. Additionally, since three-quarters of American adults use Facebook and seniors are one of the fastest-growing groups on it, your ideal target audience is already here. Many users will post referrals on Facebook; because people will feel more comfortable coming to your practice if they see people in their network promoting your brand, then you can be sure to attract more attention.
Instagram ‒ The visual nature of Instagram means that it is the perfect place to promote your practice. With the prevalence of influencers on Instagram, you can also secure deals with influencers so that they tag you in their posts. You can also see if your clients would be willing to post on their accounts. Aside from simply posting pictures, you can also advertise content under IGTV and post in-depth content that describes your procedures and offers health tips.
Snapchat ‒ Snapchat is another platform that relives heavily on photos and videos, yet it has fewer revenues from advertising than other social media platforms. This means that it is less saturated with other brands’ content, and your ads are more likely to stand out. You can sponsor geo-filters and lenses to draw attention to your brand in addition to typical ads. Since Snapchat is more popular with younger demographics, consider advertising content about procedures that younger patients are more likely to undergo.
Pinterest ‒ Of Pinterest’s 300 million users, 70% are women, aligning perfectly with the target market for plastic surgeons. Some of the most common reasons users peruse Pinterest are because they want inspiration, motivation, and, arguably most importantly, to discover brands. By seeing your advertised pins on cosmetic surgery and health tips, some users might feel inspired to explore your brand.
YouTube ‒ On YouTube, you can run all types of ads. Some of the most appealing ads for a plastic surgeon would be skippable and non-skippable ads. Through these ads, you can run a short video highlighting your business, your procedures, and customer testimonials. Additionally, you could also create a YouTube channel describing procedures, answering frequently asked characters, and helping patients understand more about the world of plastic surgery.
You and your plastic surgery practice have limitless opportunities to advertise your brand on social media. By using the right marketing techniques and the right platforms, you will increase your brand exposure and put your business on the map.
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