Tag: plastic surgery marketing

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Don’t Be Tardy To The Party – Instagram Marketing

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.

P.S.

I want to follow you!

What’s your Instagram handle?  

You can follow us @unlimitedgrowthsystems

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How To Grow Your Plastic Surgery Practice Through Social Media

I recently came across a study done by the Aesthetic Surgery Journal that did a research test to see if the social media presence for plastic surgeons was correlated with rankings on Google’s first page.  They then compared that to the medical school and year of graduation with each surgeon.

Their conclusions where that total number of social media followers are more closely associated with higher rankings on Google than medical school rankings and years in practice.

Whether this is shocking or not depends on your perspective.  The surgeon with years of experience from a top medical school is getting beat out by the young upstart who are good with Instagram.  Top Google placement and engagement with their target audience is more relevant than the degree on your wall.

The old way of finding patients through referrals, word-of-mouth, doctor reputation and academic pedigree is over.  Strong social media and thus high rankings on Google is what drives patients to your office.

This begs the question what to concentrate on first?  Building social media followers or ranking high on Google because the study is not clear on if new patient leads are coming from social media or Google via the fact that social media improves rankings on Google.

The good news is there is an approach to capture all of the above.  Through our AdWords strategy we have seen tremendous results with catapulting plastic surgeons to the top of Google by focusing on the exact patients they want.  Only interested in bringing in breast augmentation clients? We can tailor your campaign to find those specific patients you want to target.

Moving up in organic rankings in Google is very valuable but it can take awhile to work.  The improvement via social media can certainly help your case but for a complete strategy you should look to our all encompassing SEO package that tackles the backlinks and citations that shoot you up the page.

From the study mentioned above it’s clear you should also work to build your social media following (Facebook/Instagram/Snapchat/Twitter).  This creates engagement with potential clients as well as allows existing or previous clients to give mass social approval which further enhances your profile.

Part of boosting your followers is creating exciting and fresh content on a consistent basis but luckily Facebook and Instagram allow you to run additional ads which can target your desired client.

Lastly it’s important that you take your biggest fans and move them off social media platforms into something you can control which means creating an email list with constant content.

This doesn’t mean blasting out coupons or specials but it’s a real chance to engage your audience and tell them success stories as well as the benefits to your work.

Put into perspective the purpose of building your social media following, appearing on the top of Google and creating an email list is to grow your business.  Very few businesses can survive on referrals and word-of-mouth alone. Combining all of these services will contribute to keeping you busy and building a bigger community.

If you’re interested in our amazing Google/Facebook/Instagram ad campaigns or SEO and content creation send me an email mike@unlimitedgrowthsystems.com and we’ll schedule 15 minutes to chat about how we can help you grow your business.

P.S.

What social media do you currently use?

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Millennials Haven’t Killed Everything

The rise of photo sharing apps like Instagram and Snapchat means the desire to look good has never been stronger especially among millenials who are heavy users of these apps.  While the 20-34 year olds may be masters at Snapchat an increasing number of Gen Xers in the 35-45 age range are heavy users as well.

These demographics are prime targets for your plastic surgery practice so if you’re not doing all that you can to bring these types of patients into your practice then here are some areas to focus on.  This article is going to focus on what I consider the most powerful strategy.

Google AdWords

Let’s be honest.  Google is amazing.  You don’t even need to go to google.com to search for anything you can just type it into Google Chrome’s web browser and the answer is at your fingertips.

Similarly if you’re searching for information about a specific procedure or doctor who offers that practice it’s safe to say Google is your first stop.

There are a lot of ways to interact with potential clients on Google and they’re all important in their own way.  Did you know 98% of sales come from the top two links on Ads, Map Pack and Organic Rankings?

There’s a huge value to being one of the top listings on Google.  If you’re like most plastic surgeons then you’ve probably spent thousands on a beautiful website and some sort’ve SEO package but are you confident you’re getting your money’s worth?  Do you know how many leads you’re getting from your website showing up in Organic rankings each month? If you aren’t on Page 1 or 2 of Google and you also don’t know how may leads you’re getting then you are wasting money and opportunity.

Have you ever wondered why Ads show up at the very top of Google?  It’s because Google wants to provide their users with the best experience and so when someone searches a term Google will show them the best ad to match that term.  This is the power of Google Ads and should absolutely be a huge part of your marketing strategy.

The competition is intense for Google Ads but the good news is most people are terrible at it.  Why is that good news? Because that means more opportunity for you.

Some of the more common mistakes I see in Google Ad campaigns are:

  • Showing ads to people outside your target audience
  • Showing ads 24/7 365
  • Not using sitelink extensions
  • Stuffing tons of keywords into one Ad Group
  • Poor ad copy

Some of these are rather technical but if your marketing agency has not explained them or shown you real life examples of how they’re managing your campaign chances are you’re getting taken for a ride.  My experience has shown me nearly every Plastic Surgeon has been burned from faulty ad campaigns at some point.

Additionally, if you’re not presented with reports showing how your ads perform versus the competition and what search terms are showing up and which ads are scoring better then again you’re missing the benefit of all this data.

Our clients know exactly how many leads are from these ads so they can make better decisions as well as help staff understand how to approach these leads.

Why Google AdWords

The number one complaint I hear from plastic surgeons across the country is that leads they normally get are very poor.  They’re tire kickers. Nobody wants the price shopper, they want the person who’s ready to book a consultation and procedure in the same day.  These people are out there but they are not the majority.

However, the most power part of a properly executed AdWords strategy is you can hand select which leads come to you.  Don’t want the price shoppers? Ignore or discount bids for things like ‘cost’, ‘affordable’, ‘pricing’. Without fail the number one search term related to plastic surgery is always about cost so if those leads are consistently not converting then don’t waste the dollars marketing to them.

A good ad campaign (and ad campaign manager) will utilize what I call the KCQs.

Keyword Management – proper research of high converting keywords in your niche/geographical region.

Cost Per Click – From experience and Google’s algorithm knowing exactly how much you’re willing to pay per click is crucial.

Quality Score – Google’s secret sauce for rewarding good ads.  Keep an eye out for another post on the quality score.

Google Ads are so powerful because you control the where, when, what and how potential clients first come into contact with your business.  The best part?  People searching the terms you chose are looking for YOU and not the other way around.

There is a lot more nuance to running successful ads like what devices to bid more for (mobile) and how to optimize campaigns so if you’d like to learn more fill out the form with your information or just email me mike@unlimitedgrowthsystems and we can chat for 15 minutes about how our strategy works for the top 1% of plastic surgeons.