One of my previous posts was focused on why Google AdWords is so great. If you’re running a campaign using our 1:1 method then you’re literally targeting your exact client and best of all THEY are looking for YOU and not the other way around. You’re simply showing up in their searches and you’re doing it the smart way which also happens to be the most cost efficient way.
Clearly Google AdWords should be in your marketing arsenal but what about some other mediums. Do you currently do TV or radio? I have heard some radio ads that appear to be effective. What works for them is that they do a good job marketing to their target audience. I can’t comment on what their budget is for these spots but I figured it to be many multiples of what they would pay on Google.
The best marketers are going where their clients are. You may spend money on tv but are you sure it’s hitting your targeted audience. Actually, let’s back up. Do you know who your target audience is?
You probably know who your typical patient is but with our data you can find out the age range, zip code and even the most frequent time your target audience is looking for you.
If you’re advertising to the masses you know it’s a waste of money. Billboards can get your message out to hundreds of thousands of people a day but if 95% are not interested in your service then why pay the money? You should only want to show your ads to the people that want to see them. A good marketing campaign means you are going where your clients are.
For plastic surgeons the demographics I see are pretty consistent across the country. Depending on the procedure the target is women 25-50 in an upper income bracket. With Google AdWords we can target the upper income areas or zip codes and then tailor the search terms to find premium clients.
Where else can we find more people in our demographic?
Facebook and Instagram.
What’s great about these platforms is you can not only target areas but also target people who “like” certain things. If your demographic is women, 25-40 who like Whole Foods and Soul Cycle then these are the people who will see your ad. Want mommy makeover clients then look for people who like newborn groups and new mothers. Pretty great right?
The big difference between marketing on Google vs Facebook is that with Facebook the users may or may not be searching for you. That’s what makes AdWords so powerful is you know the leads are warm because they came looking for you. With Facebook you’re betting on the fact that people in your chosen demographic MIGHT be interested in your services.
However, Facebook is still great for visual businesses like Plastic Surgeons. Nothing is more powerful than before and after pictures with some great copy.
With that being said Instagram, which is owned by Facebook maybe be the next big thing in plastic surgery marketing.
It’s got over 1 billion users and climbing with over 1 billion “likes” per day and has been valued over $1 billion. That’s a lot of billions. Even better is the engagement rate which is 2.2% versus 0.22% with Facebook.
Instagram is hotter and more on trend than Facebook right now so you should absolutely be considering it for your marketing.
Like every other social media app when your parents and grandparents get involved the “coolness” factor goes down which is what is happening with Facebook and not surprisingly Instagram is the benefactor. Looking for women ages 25-40 who are into aesthetic beauty? They are absolutely on Instagram.
Advertising on Instagram is also exploding having grown 10x in the last 4-5 years. In 2019 they’re expect to hit $19 billion dollars in ad revenue which is over 10% of Facebook’s total ad revenue.
If you don’t already have an Instagram profile for yourself or your practice then stop reading this and go set one up. I’ve seen Plastic Surgeons in major areas with 60-80k followers. That’s a lot of eyeballs. Combining a big following with targeted ads is a huge opportunity to fill your calendar with consultations in 2019.
If you want to learn more about how we can get you started on Google AdWords, Facebook or Instagram and generate you premium leads for less then email me mike@unlimitedgrowthsystems.com to set up a quick phone call. I will send you a custom video comparing your marketing with the top surgeons in your area – free of charge.
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