You’re presented with two headlines, and only have time to read one blog post. Which one would you choose?
1. Injectables are Safe and Trusted Anti-Aging Tools
2. Expert Tips for Reducing Swelling and Bruising from Dermal Fillers
The first headline is general and doesn’t imply anything new or exciting to learn. The second headline promises specific post-procedural advice for reducing two common side effects from injectables. It seems like common sense for an aesthetic practice to use more enticing copy for their marketing materials. But most medical practices are so busy promoting their services that they forget to use more compelling language and tactics to draw people in or to create content that really resonates with their audience.
If you want to cut through the clutter and stay relevant to your target customers, it’s time to rethink your notion of content marketing and ask how can you better serve your customers. Service is the secret sauce for writing engaging marketing content that works for you and your clients.
Here are 3 easy tips to create beneficial and effective content for your audience:
The first step for any medspa’s website content is to provide accurate, concise descriptions of your products and services. (This step sounds painfully obvious, but it’s executed less frequently than you would think.) By the way, accurate content doesn’t have to provide every single side effect or contraindication, or go into too much detail. Your service pages should work as a general introduction to your services with a call-to-action for scheduling a consultation.
In addition to clearly describing your services, your content should help your audience make informed choices. Devoting a section of your website or service pages to frequently asked questions (FAQ) is an efficient way to provide basic details for treatments and clear up confusion (e.g., “What’s the difference between Juvéderm® and Volbella®?”). FAQs are a win-win for both you and your clients, helping to educate potential patients while establishing your credibility and expertise in the aesthetic industry.
3. Inspiration and Empowerment
Your clients are just like you. If you don’t want to read your content, chances are your clients don’t—and won’t! Posting weekly blogs on your website can be an effective tool for engaging your target audience, but only if they provide a balanced blend of lifestyle/wellness tips and service-related content. The best medspa blogs aim to help patients live a more joyful and balanced life by providing valuable research findings, exciting industry trends, helpful Do’s and Don’ts, simple exercise and nutrition tips, and so on. We recommend a 50/50 split for blogs between lifestyle topics and aesthetic services. This balance helps protect your practice from the dreaded pitfall of being too “salesy,” unrelatable, and boring.
If you think it’s a waste of time to write about anything other than your brand, remember Reach Beyond Marketing’s cardinal rule of content marketing: Balanced and engaging content is promoting your brand! Content that inspires and empowers your clients will, in turn, inspire their trust and loyalty, which boosts your bottom line more than any sales-based content ever could.