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Instagram is awash with aesthetic clinics and more and more clinics are realising the commercial value to their business. In this article I share ten critical aspects of social media activity that successful clinics have in common.
Photo by Georgia de Lotz on Unsplash
They remain true to their brand - clinics that do well on Instagram have defined their brand and all content is true to the brand, creating a consistency that builds trust and credibility. Not sure what your brand is or stands for? Or know inside your heart but haven’t articulated to everyone else in your business or to the person who is doing your social media?
They are consistent with posting - too often clinics will allocate an amount of time per week and post everything they can in that time. One clinic I follow posted eight different posts in one day (having posted nothing at all in the previous fortnight). This is too much noise for your followers, it overwhelms. Instead use that that prep time to use a scheduling software to space out all your posts over the course of a week or two (I like buffer). Two or three posts a week (and a story every other day) is perfect if you're short on time.
They think about their grid - The grid is the backbone for your account. It creates the overall visual look and feel for your brand. It needs to ‘flow’ and have consistent visual appeal - do your photos use similar filters etc?
They connect - connect and interact with (more on this later) professional bodies, other clinics, other practitioners, product houses etc. This is really important to give yourself a place in the industry, plus you can get inspo from other people
They engage - you need to spend time engaging on the platform, see a before and after that another practitioner has done? Tell them what a great result it is, like it, celebrate it. A culture of collaboration rather than insular competition fearer is of benefit to the whole industry
They are timely at responding - if anyone contacts your engages with your post respond within a few hours, show people you appreciate them.
They show personality - clinics that are great at social show their personality and their people. Do short videos, introduce your team, create personality around your services, people buy into people. What are their favourite treatments / products etc, give your followers a behind the scenes look at your clinic. Help them get to know the authentic you
It goes without saying (I hope) but they are professional, no arguing with disgruntled clients on your grid, no snark with other clinics, don’t let personal emotions get in the way of your brand communication
They have a content plan - they think about what they are putting out there to create relevance to their audience, there’s an audience driven reason for every post, they don’t think about they want to broadcast, what they want to tell people, they think about what people want to see, do and feel. You need to talk with people, not at them!
They have great calls to action - entice people to take the next step: ‘call us to find out more’, DM us to get X% off today, appointments free for (treatment) this weekend, book now
So there we have it, ten quick things to think about with your instagram account.