If you Google ‘best marketing channels for cosmetic clinics’ online, you’ll literally be bombarded with suggestions. From old-school methods like billboards and magazines to new trends like digital platforms and social media influencers, there’s just a lot. One website even has 99 suggestions. Who has time for that?
It can be overwhelming, we know. This is why we created this guide. We draw upon our decade-long experience in the marketing field to curate a set of proven strategies and insights just for you (proven being the operative word).
So, whether you’re just starting to chart your marketing course or looking for fresh ways to reach potential clients, this guide is here to help.
How to choose the perfect marketing channel
Just as it is with selecting the perfect lipstick shade or skincare regimen, choosing the right marketing channel for your cosmetic clinic isn’t one-size-fits-all. It requires careful consideration, thorough testing, and a whole lot of adjustments on the fly.
Here’s what you need to think about:
Where is your audience?
Is your ideal client scrolling through Instagram during lunch breaks, or are they reading beauty blogs with a morning coffee? Do they prefer watching YouTube tutorials or attending live cosmetic webinars? Obviously, the key is to invest in platforms where your potential clients already are.
Where are your competitors?
Next, you want to look at where your competitors are marketing. Although you want to avoid copying them, understanding their strategies can offer insights into what’s effective in the industry. If all your competitors are on a particular platform, there’s a good chance your potential clients are there too.
Can you provide the content requirements & resources?
Different marketing channels require different types of content, and some are more resource-intensive than others. For instance, maintaining an active blog requires regular written content, while platforms like Instagram or YouTube demand high-quality images or videos.
How much is your budget?
Some channels may be free to use but require a significant time investment, while others might require a substantial payment upfront but less ongoing effort. Look at a channel’s immediate and ongoing costs and ensure it aligns with your budget.
Best marketing channels for cosmetic clinics
If you’ve ever done a “near me” search such as “pizza near me”, you’ve likely seen a list of pizza places in the results. This list that pops up is courtesy of organic search. These are the non-paid search results that show up in search engines due to their relevance to the keywords you punched in.
More often than not, this is the first interaction your potential customers will have with your clinic in the online world. In fact, according to a study, 68% of customer-business relationship begins with an online search.
So to make sure potential clients find you, a great SEO program is an absolute must. As part of your comprehensive SEO plan, you should be sure to include:
Google business profile optimisation
Think of your business profile as your clinic’s online ID card. It’s where all your key information lives: your name, address, phone number, and, crucially, your clinic hours. It’s your way of saying, “Hello, we’re here, and this is when we’re open.”
And the beauty of it? It’s all free.
Strong local SEO signals
Ever noticed how Google often shows businesses close to you when you search for a service? That’s Local SEO in action. It’s all about optimising your online presence to bring in more local searches. So if you’re a clinic in Melbourne, you want people searching for ‘cosmetic clinic in Melbourne’ to find you.
E-E-A-T & Entity SEO
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and these signals are vital for SEO. It’s Google’s goal to serve the most helpful results in search, so it’s important to optimise your site in a way that fully conveys that you’re a leader in your industry through the quality of your content as well as on- and off-page SEO signals.
Attention to entity-based SEO will be another critical facet of your SEO program. Google’s algorithms have become much more sophisticated in recent years and understand websites and content relevance beyond the presence or frequency of specific keywords. Instead, it can potentially understand your business as an entity that is associated with specific people, products, locations, and concepts.
These strategies often come together as part of content marketing for cosmetic clinics.
For example, if you write a blog about a trending laser skin treatment, you should make sure the article clearly identifies what the treatment is, uses keywords associated with that treatment and includes links to relevant, authoritative sources. This strategy will associate you, as a business, with these specific treatments and, more broadly, expertise in the field.
The beauty of organic search is that it keeps paying off. The more you improve your online presence and reputation, the higher you’ll rank in search results and the more bookings will flow in every week.
Organic search in a nutshell:
- Cost: Mostly indirect costs for quality content creation and SEO optimisation.
- Time requirement: Requires ongoing commitment to content creation and SEO. It’s a long-term strategy.
- Knowledge needed: Basic understanding of SEO best practices, keyword research, and analytics tools is crucial.
- Risk level: Low, as no large sums are invested directly into ads.
- Potential return: High. A well-optimised website can yield a steady stream of potential clients over time.
When you search for something online, the listings at the top marked as ‘Ad’ are paid search in action. Unlike organic search results, these are not free and are usually a result of businesses outbidding each other to appear at the top.
The primary platform for paid searches is Google Ads, the digital equivalent of a prime billboard spot on a bustling street. As of January 2023, it holds almost 93% of the search engine market share. This means investing in Google Ads advertising gives you prime visibility on search engine results.
While there are many ways to do paid search advertising, pay-per-click (PPC) is a standout choice. PPC is a simple idea: you pay a small fee each time someone clicks on your ad. It’s essentially a way of buying visits to your site rather than attempting to earn those visits organically through SEO.
Paid search in a nutshell:
- Cost: High, as you’re paying per click. But each click represents a potential client.
- Time requirement: Medium. Initial setup can be time-consuming, but campaigns only require regular monitoring and minor tweaking once running.
- Knowledge needed: Understanding of PPC advertising, keyword research and Google Ads platform.
- Risk level: Higher due to direct ad investment. But with well-managed campaigns, returns can be substantial.
- Potential return: High. With strategic keyword targeting, your ad can appear front and centre when potential clients search for your services.
If you’ve ever been captivated by a beauty transformation video on Instagram or a skincare tutorial on TikTok, you’ve witnessed the power of social media. But a paid social media post can do so much more.
With it, your content doesn’t just rely on the chance of being discovered among billions of posts uploaded daily. With paid social media, you strategically position your clinic’s brand and services to target the right audience.
Think of it this way: an organic social media post is like a basic skincare routine. It’s essential, and it works. But adding paid social to the mix is like introducing a medical-grade serum into your regimen.
Best social media platforms
- Facebook: With over 1.9 billion daily active users (DAU), Facebook advertising offers an enormous audience for your clinic. This platform is great for video content, including live videos, stories and reels. You can share before-and-after transformations, live treatment, or Q&A sessions with your experts.
- Instagram: Known for its highly visual and aesthetic focus (hence, the term “Instagrammable”), Instagram advertising is a cosmetic clinic’s dream. With over 1.3 billion DAU, the possibilities are endless. Showcase your work through visually appealing posts or reels, and don’t forget to tap into the power of Instagram stories.
- TikTok: As the relatively new kid on the block, TikTok has already amassed more than 1 billion users globally. TikTok advertising is perfect for short, engaging video content such as think quick skincare tips, behind-the-scenes glimpses, and even humorous takes on cosmetic procedures.
Paid search in a nutshell:
- Cost: High, as you pay per click. However, remember each click represents a potential client.
- Time requirement: Medium. Setup may be intensive, but ongoing campaigns require only periodic monitoring and adjustment.
- Knowledge needed: Familiarity with paid social advertising, keyword research, and respective social media platforms.
- Risk level: High, due to direct ad investment.
- Potential return: High. Being the top choice to research brands by consumers 16 to 34 years old, paid social media can position your clinic prominently in potential clients’ feeds, increasing visibility and potential bookings.
“Podcast?! I thought you said cosmetic clinics are highly visual.” Yes, that’s true. But we didn’t say it’s exclusively visual.
This might come as a surprise, but podcast advertising is an increasingly popular medium for brands–including cosmetic clinics–to communicate and connect with audiences in a way no other channel can. In Australia, particularly, 78% of the population are regular podcast listeners. It has overtaken the US as the “world’s biggest podcast-listening nation”, according to a survey.
Picture this: your customer–idling in rush-hour traffic, irritably looking at their shiny forehead in the rearview mirror, when suddenly, they’re drawn into an engaging discussion on their car radio. The topic? Cutting-edge solutions for managing oily skin. The source? Your cosmetic clinic’s podcast. That’s the power of audio marketing.
It doesn’t even have to be a whole discussion; just a mere 15 or 30-second ad can leave a lasting impression when done properly. And by properly, we mean an ad that is thoughtfully crafted and expertly timed. For a cosmetic clinic, this also means targeting the right demographics and geographical regions, such as particular postcodes.
Podcast marketing in a nutshell:
- Cost: Variable. It depends on whether you’re sponsoring an existing podcast, appearing as a guest, or creating your own.
- Time commitment: Moderate. Consistent content is crucial, whether regular ad spots or episodic contributions.
- Knowledge required: Familiarity with your target audience and their interests, as well as the ability to create engaging audio content.
- Risk level: Medium. Determining the return on investment may take time and requires a robust tracking method.
- Potential returns: High. Can effectively build brand authority, foster audience trust, and amplify brand awareness, leading to increased clientele.
Connected TV (CTV)
Connected TV advertising marries the best of two worlds: the precision audience targeting in digital marketing and the broad, immersive viewing experience characteristic of traditional TV.
But that’s not all.
According to Magnite research, 82% of CTV audiences are known to engage with at least one live-streaming service. These figures showcase an incredible opportunity for your cosmetic clinic to tap into high-value viewership pools.
Features such as postcode targeting enable you to concentrate your advertising initiatives on distinct geographical areas, ensuring your message reaches the right audience at the right time. It’s so much like traditional TV advertising, only smarter.
CTV Advertising in a nutshell:
- Cost: It’s on the higher end, but targeting specificity ensures your investment is effectively utilised.
- Time commitment: Moderate. The process involves professional ad creation, testing, and optimisation for maximum impact.
- Knowledge required: Proficiency in understanding CTV platforms, as well as digital marketing techniques for targeting and tracking.
- Risk level: Medium, primarily due to the initial investment needed for ad creation and placement.
- Potential return: High. Given the highly targeted and traceable nature of CTV ads, your return on investment can be considerable.
PR & Media Campaigns
Someone once said, “Advertising is what you pay for, publicity is what you pray for.” Well, press releases and media campaigns might just be the answer to those prayers.
In a world where consumers are becoming increasingly savvy and resistant to traditional advertising, PR and media campaigns provide an alternative way to get your clinic’s name out there. Instead of paying for ad space, PR focuses on earning media attention through engaging, newsworthy stories.
For cosmetic clinics, this could mean anything from pitching a story about a revolutionary new treatment you’re offering, partnering with a local celebrity for a treatment series, or even running a charity event. The goal is to generate media coverage that enhances your clinic’s credibility and visibility in a more organic, less salesy way.
Urban List, Time Out Melbourne and other local publications are fantastic platforms for this. They have a dedicated, engaged audience who rely on them for recommendations about where to go and what to do in their city. A well-placed feature or mention in these outlets can boost your clinic’s reputation, increase awareness, and attract potential clients.
The key here is to create engaging, relevant content that interests the publication’s readership. This is not the place for a hard sell but rather a chance to tell your clinic’s story, share your expertise, and position yourself as a leader.
PR and media campaigns in a nutshell:
- Cost: Varies. Hiring a PR firm or professional can be costly, but the potential returns can justify the expense.
- Time requirement: High. Creating compelling stories, building relationships with media, and managing campaigns is time-consuming.
- Knowledge needed: Understanding of the media landscape, PR strategies, and ability to create newsworthy stories.
- Risk level: Medium. There’s no guarantee the PR and media companies will pick up your story, but when they do, it can result in significant exposure.
- Potential return: High. Positive media coverage can greatly enhance your clinic’s reputation and visibility, potentially attracting a large number of new clients.
Need help to start your campaign? Contact BizWisdom today to discuss the best marketing strategies for your clinic.