If you’re an aesthetic practitioner in the UK or Ireland, you’ll be well aware of just how much business is booming for the industry at the moment. While many clinics are enjoying a profitable festive season, it’s important to remember that an effective Christmas marketing strategy will help set you apart from the competition and capture the attention and interest of existing and future clients.
Is your business strategy fully prepared for the festive season? December is, without a doubt, a hugely popular time for the aesthetics industry. If you’re looking for a little helping hand with your Christmas marketing strategy, we’ve compiled a few of our best tips and tricks for staying a step ahead of the game, especially during the busiest time of the year.
How to market your business
There are a couple of fundamental practices that you should consider putting into place when setting up a marketing strategy for your aesthetics clinic. These include:
Identify and locate your target audience
If you don’t already have a strategic business marketing plan in place, the most important place to start is by identifying your target audience. No matter how great your advertising and marketing content is, it will be a lot less meaningful if the people viewing them have no interest in the work that you do. Audience-building allows you to target messages that hit home and establish connections. By creating a “client persona,” you can tailor your content specifically to your ideal customers. Consequently, when it comes to advertising treatments, you’re likely to receive a significant response as your audience already has a vested interest in the work you do.
Create a content calendar
When you’re ready to begin building campaigns, you should spend some time considering the type of content that will pack a punch with your audience. Adapt your strategy to changing industry trends and conduct a SWOT (strengths, weaknesses, opportunities and threats) analysis to help you decide what to focus on in your content marketing plan. Social media, email campaigns and google search advertising are a few powerful weapons you can use as part of your strategy, but trying to juggle multiple tools at once can feel overwhelming, especially if you are new to the marketing world.
By creating a calendar of posts, updates and advertisements, you can plan and schedule your posts in advance and make sure you always have upcoming content for clients and potential clients to absorb. Divide your content into different categories and plan them out a week at a time to ensure that all of your bases are covered.
Christmas marketing strategy
While you should follow the fundamental marketing principles throughout the year, it’s a good idea to step it up to the next level for an effective Christmas marketing strategy. Here are some of the best ways to cause a stir and produce an irresistible offering for your aesthetic clients:
Timing is everything
During the festive season, many of your patients will have extra time on their hands and the capacity to focus more of their attention on your festive advertising campaigns. Take advantage of this opportunity to connect with your clients and create a nurturing marketing campaign that piques their interest in your clinic’s offering. By building up a mixture of informative content and offers from the end of November, you’re likely to amass an influx of interest by the time December rolls around, and people have extra time on their hands to book appointments.
Make it fun and festive
Since your customers are putting their trust in you to carry out their injectable procedures, it’s important to forge an emotional connection with them. Everyone is a little more cheerful and jolly in the run-up to the big day, so embracing the festivities by dressing up your website and social channels will do wonders in capturing the attention of potential clients.
Upsell gift cards
Gift vouchers are one of the most popular presents given to loved ones at Christmas time, so now is the perfect time to create beautiful gift cards for your clinic and upsell them both online and within your practice. This can be a lucrative way to boost sales and bring you business in the new year and is also a great way to attract new clients who have been gifted a voucher by one of your existing patients. With technology as advanced as it is, you don’t even need to hire an expert to create your vouchers — online tools such as Canva will do most of the design work for you and often come with low-cost or free options for creating your gift certificates.
Plan ahead for the new year
Speaking of boosting business for the new year, it is crucial to plan ahead for times when your clinic might not be quite as busy. Although you may find that business is booming throughout the last couple of months of the year, all good things must come to an end. Many clinics will inevitably see a dip in bookings in January as consumers cut down on their spending after an expensive December. By making “January Sale” offers a fundamental part of your Christmas marketing strategy, you’ll plant a potentially lucrative seed in your client’s minds and have them knocking on your door in the new year to take advantage of a good deal or package of treatments.
Aesthetics training in the UK and Ireland
Are you a current or aspiring aesthetician interested in advancing your skill set? At Acquisition Aesthetics, we offer gold-standard training to medical professionals throughout the UK and Ireland. Click here to find out more about the training courses we offer. Alternatively, give us a call on 0203 514 8757 or email contact@acquisitionaesthetics.co.uk to speak to a member of our team.
