Thanks to the explosion of digital marketing, there are countless ways for aesthetic medical practices to communicate with current and potential clients. Every marketing channel brings a new opportunity to be seen by your customers…but these opportunities are also available to your competitors.
To be heard in a crowded marketing landscape, you need to communicate with an authentic voice. Developing this voice for your business will help set you apart from your competitors and make a lasting connection with your audience. At Reach Beyond Marketing, we understand the importance of this unique voice for your marketing success. Here are some tips to help you find and speak with your authentic business voice.
Define your brand’s personality.
Start by naming three adjectives that describe your brand’s personality. Think about what makes you special or different than your competitors. Focus on what makes you stand out, and how you can speak to customers in a way that resonates with them.
Know your audience.
Define your target customer. The more detailed you get with this description, the better. We tend to listen to and believe people who sound like we do. Once you’ve defined your audience, start listening to them. That’s the best way to learn how to foster trust with your messaging.
Speak to them where they live.
Where does your target audience get their information? Selling to someone through the local paper isn’t going to work if they spend most of their time shopping on Facebook. Conducting a deep dive into your demographic and their behaviors will help you decide which channels to focus on. Once you know where they spend their time, you can craft messages appropriate to those channels.
Inspire and engage.
Today’s customers are sophisticated, savvy, and involved in conversations across all forms of media. What can you say to them that’s different, useful, or breaks through the noise? Can you inspire them, or make them smile? This kind of communication shows them that you’re interested in developing a two-way relationship and providing them with added value. If you only use your voice to sell, you may end up nudging your customers elsewhere.
Your authentic voice should evolve with your business and your customers. Remain mindful of consumer behavior, including the communication channels in which they engage, to ensure your voice stays true to their changing needs and desires.
For additional marketing strategy support for your business, reach out to the aesthetic medical marketing experts at Reach Beyond Marketing: 203-315-5055.