Social Media For Med Spas: What You NEED to Know
When prospective patients look for a service provider, one of the factors that will influence their initial perception will be how social media for med spas was used.
Social media for medical spas will quickly either build trust and authority or make your prospective patients doubt the quality and expertise of your services. But without a doubt, it will definitely play a role in their decision making.
After all, the services you offer will impact how they look and feel; you can be certain that when someone walks through your door, it wasn’t by accident. It was the result of time, research, and recommendations.
And where does that all start? Social media.
You can’t afford to not be on top of your social media game. If your profiles are incomplete, inaccurate, or inactive—or non-existent—your potential customers will find another med spa.
These days, setting up a profile so people can find your phone number isn’t enough. You need to engage with your audience and provide incredible value if you want to cut through the online noise and reach your future customers.
You can do this in-house, or you can hire a social media management company. Either way, you need a strategic approach to social media marketing that will ensure you show up organically online. Here’s what a social media management company can do for you, or what you will need to do yourself, to improve your online presence and reputation, increase your sales, and thrive as a med spa.
Download Our Social Media Med Spa Posting Guide Now!
This is a great place to start. In our Growth & Profitability System, April breaks down how she decides what to post, when to post it, and how to batch the content. As online marketing consultants, it’s our job to stay on top of the trends and to know what’s currently working—and not working—when it comes to social media for businesses. It’s a world that’s constantly changing as new platforms come available and functionality updates affect the way people consume their social media content, and you have to change with it. Download the guide and get started.
Face the Social Media Facts
Many people are more likely to find you via social networks than they are via your website. Something has to push them toward your website, but they’re already hanging out on social media. What if you pop up in their newsfeed? What if their friends are already using your services? Take a look at these social media stats and think about how they can work for you—or against you:
- As of mid-2019, there were 2.41 billion monthly active users (and 1.59 billion daily active users) on Facebook
- People spend an average of 58 minutes on Facebook and 53 minutes on Instagram every day
- About 45 percent of the world’s population uses social media; 60 percent of those say they’re “constantly connected”
- 31 percent say researching or finding products to buy is one of the main reasons they use social media
- 39 percent say it’s to keep up with what friends are doing—like visiting your med spa, for example
- 71 percent of people age 18-29 use Instagram
- 21 percent of people age 50-64 use Instagram—a number that has increased since 2016
- People love to share content, especially video (85 percent of the most-shared 2017 Facebook posts were video posts); if you’re creating valuable content, your followers will help it spread
Find Your Audience
There are dozens of social media networks, many of which you probably haven’t even heard of. You don’t need a presence on all of them. You need to go where your ideal customers go and where your content makes the most sense. For example, Instagram is image-focused; if you’re not sharing before/after photos, shots of your employees at work, and other visual content, Instagram isn’t going to be the place for you. (But you’ve got a great opportunity with that type of content! So you should probably be on Instagram.)
Although more and more older people are using Instagram, more than 70 percent of those 800 million active accounts are people under the age of 35. Among Insta users, about half are male and half are female.
Meanwhile, 69 percent of adults in the United States use Facebook; 74 percent of them visit once a day. The platform is slightly more popular with women than it is with men.
Here’s How to Use Your Medical Spa Social Media Accounts to the Fullest:
After you choose the platforms you leverage for your med spa’s social media, you need to make that presence known and take advantage of all the features you have available to you. This includes:
- Posting on a regular basis
- Posting different content on different platforms
- Adding value to someone’s day with your content: entertain, inform, teach, inspire
- Positioning yourself as a knowledgeable professional—a go-to source within your industry
- Tracking performance and analytics
- Knowing who visits your profile, when they do it, and how they engage with you
- Paying attention to what people say about your med spa on their own profiles or on other sites and managing any negative press
- Delivering a message that is consistent across platforms
- Building connections with related businesses
- Offering giveaways and/or incentives for people to follow and interact with you online—and come through your front door
- Using influencers or ambassadors to promote your brand
- Keeping all business information accurate and up-to-date
- Responding quickly to comments and direct messages
- Using tools like YouCam Video, Canva, Hootsuite, and more to create appealing content and organize/schedule your posts
Another overlooked tool for social media for med spas is the Facebook has an appointment tool. This too can be synced with other popular booking tools—are you using it? Are you split testing your ads? Are you using Instagram for Business or did you set up a regular account? Social media outlets understand the potential for businesses that use their platforms, and they’re constantly working to develop features that will help you grow your business. When they roll out, jump on them. Learn how they work and how you can leverage them for your med spa’s social media.
YOU MUST: Create A Strategy Social Media For Med Spas
Don’t throw posts against the wall and hope they’ll stick. Social media management requires careful thought and planning. You need to offer a variety of content types, like photos, infographics, videos, blog posts, and more; track which ones gather the most attention from your followers and adapt your strategy as necessary.
Plan your social media for medical spas a month in advance so you can map out special offers, changes in hours due to holidays or other events, and when you’re going to post what so you don’t end up with four days of nothing because you get busy with other tasks and lose track of time. Scheduling your posts will save you time, but you can’t “set it and forget it”—you need to stay mindful of what’s happening in the world, both near and far, and adjust your posts if anything becomes untimely or inappropriate, or if something else becomes more important to talk about than what you had planned three weeks ago.
Use your customer feedback and questions to help you craft content. What are their biggest concerns? What do they most often ask you about? Blog posts that bust myths or reassure people of the safety and effectiveness of the treatments you offer are a great place to start. Before-and-afters along with testimonials are ideal for the work you do, but you can’t post those or any other one thing 24/7. Be creative, offer value and variety, and adapt based on what’s working and what’s not.
Above all, let people get to know you. Now more than ever, consumers want authenticity. They want to know the faces behind the businesses, and they want to feel valued as customers.
DON’T FORGET: Social Proof is Imperative When It Comes To Social Media For Medical Spas
Quite simply, your med spa’s social media profiles provide social proof. And what is that exactly? As HubSpot explains it, “Social proof is the idea that consumers will adapt their behavior according to what other people are doing.”
When a potential patient sees your Facebook profile for the first time, they’re looking (intentionally or not) for a few things. They want to see the social media for med spas that are active, attentive, and engaging—and that other people already know and like you. If no one follows you, why should they? If you’re not responding to comments, why should they bother to leave one? There are different ways to show people how popular you already are:
- Reviews and Testimonials: “The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.” When customers share actual experiences, it helps others see you’re a great bet. You don’t always have control over reviews, which can pop up all over the internet—but you do need to be aware of them and respond to them appropriately. By doing that, you can look good even in the light of a negative review. Testimonials are often gathered by request when you have an especially happy customer. Try to ask for specific accounts about an experience, rather than something that says, “I like this place, it’s great!” Why is it great? What results did the person have?
- Credentials: This could include professional licenses, certifications, education, years of experience, and any awards your business or your employees have won. You can mention some of these in the “about us” section and/or make posts about it as it happens: so-and-so just celebrated 15 years as a Botox specialist, so-and-so just earned a new license in a new specialty, the business is celebrating a 10-year anniversary, you were recognized as “best in town” for three years in a row, and so on.
- Social Shares: As you know, word-of-mouth advertising has long been your friend because people trust recommendations from people they know. The internet makes word-of-mouth easier. Users can see when their friends like or comment on your content, and if that content is compelling enough, a user might share it with their own followers. People can also see how often your content has been shared, which is more proof of your awesomeness.
- “Wisdom of the Crowd”: Thousands or millions of people can’t be wrong, right? That may be debatable in some cases, but when it comes to products and services, the crowd is often on point. At least that’s what newcomers will think when they see you have lots of followers, likes, comments, and mentions. You can draw attention to this by celebrating (with a post or even a giveaway) when you hit a certain milestone, like 100, 1,000, or 10,000 followers. You can also celebrate online when you achieve in-person milestones, like a certain number of customers or number of a particular treatment you’ve performed since your business opened.
- Experts and Celebrities: If a celebrity or an expert in the field endorses your business, that carries weight—particularly if it is a voluntary, unpaid endorsement. These don’t always show up out of nowhere, but when they happen, you need to take advantage.
- Media Attention: If you’re being mentioned on other websites or via news outlets, make sure you share that with your followers. You don’t have to wait for backlinks. You can actively partner with related businesses and link to each other. That creates more social proof for both of you.
IMPORTANT: Do Social Media for Medical Spas Right!
There’s a right and wrong when it comes to effective social media marketing, and the target is always changing. There are certainly advantages to doing it yourself, as there are advantages to hiring a social media marketing company. The important thing is to do it right, and we already know we can do that for you.
We’d love to be the social media marketing company for your med spa, and our plans start as low as $597 per month. We customize our approach to fit your needs and your business, and you can rest assured we’re taking care of what we talked about above so you can focus your attention on every new client that comes through your doors.
Schedule your complimentary strategy session with April to learn more about how we can help you use social media to find new clients, retain the old ones, and boost your business. If you have any questions, feel free to contact us.