Botox Marketing

Competitive marketing for a valuable keyword

Strategic and multi-platform digital marketing for Botox

Botox marketing is as challenging as it is competitive but doing it right can lead to a positive conversion rate and a steady influx of new and returning clients. Because Botox is still one of if not the most popular search term for the aesthetics industry, marketing your treatments need to be carefully considered and planned. A multi-platform digital marketing strategy is key to establishing who and where you are targeting, and the correct implementation of this strategy will determine the return on investment you receive. With Botox also being a regulated medical product, it’s also important that you adhere to the regulations and best practice surrounding its use yet are also still able to compete in a busy marketplace.

Rules & Regulations

Make sure you are aware of what establishing governing bodies rule. For example, you cannot mention Botox on your homepage, but you may on regular pages.

Google SEO & PPC

Google takes a different stance on the term ‘Botox’ depending on whether it is used organically or as part of a paid advertising campaign. Do you know the difference?

Strategy & Competition

You need a Botox marketing that takes into account your competition and location in order for your business to claim to the top of SERPS and reap new and returning clients.

Content

Keyword-relevant blog posts and a carefully written website will help you follow the rules of Botox digital marketing whilst also informing your web traffic of your services.

Facebook

Whether organic or paid Facebook ads, this social media platform can effectively market your treatments to those in your local area when you throw caution to their moderators.

Instagram

The leading platform for the aesthetics industry because of its visual nature, Instagram can increase your brand visibility and trust with content, hashtags, and followers.

Why choose us as your Botox marketing agency?

We work with aesthetic clinics and dentists from around the UK, from Inverness to Harley Street to Brighton, that are seeking to rank their website for the most popular and competitive search term in medical aesthetics. Our in-house team have a vast array of industry-specific knowledge and a proven track record in securing transformative results for our clients. Botox marketing requires a carefully cultivated content strategy and adherence to best practice and Google’s own regulations to make sure your campaigns are cost- and time-effective. When you choose Cosmetic Digital, we don’t waste any time in getting to know your business and how we can transform your Botox marketing.

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Google Organic SEO & PPC

Knowing the rules and regulations and Google’s relationship to Botox will help to inform your digital marketing strategy. For example, Botox is an incredibly popular search term that Google will still allow you to rank for as show your business in the Google My Business Listings, so you can use it in your website content. In fact, there are on average 22.2 thousand monthly searches for ‘Botox’ in the UK alone and as of May 2019 there were over 49 million search results for the term. The top 5 search terms for Botox are just as revealing:

• Botox
• Botox near me
• Botox before and after
• Botox prices
• Botox cost

However, Google Ad campaigns have historically been disapproved because of the use of ‘Botox’ in any website assets, including your written content and even the filenames of your images. This is why you need an agency to help you figure out which Google marketing option is best for you not just right now, but in 6 months or a years’ time. If you’re likely to opt for Google Ads in the future, then we can adjust your content and strategy accordingly, the same as we would should you favour SEO instead. Frustratingly, if your PPC campaign is disapproved, Google may not tell you straight the changes you need to make to your website in order for it to be approved. Working with a digital marketing agency for your Botox marketing may therefore avoid this hiccup and streamline your entire campaign process.

Content

Content for the purpose of SEO is valuable in any industry, but in the competitive world of Botox marketing, fresh and keyword-relevant content can make all the difference. Google’s algorithm, as it currently stands, values informative and useful content that it deems its searchers would also place value in in a bid to improve its usability. This being said however your business still needs to follow regulations and best practice set out by industry and governing body standards. We’ve also noticed a positive response from having multiple pages for Botox treating different areas because of the increased keyword density yet unique information surrounding it. Separating Botox into different client categories could look as follows:

• Botox for Men
• Botox for Hyperhidrosis
• Botox for Migraines
• Botox for Bruxism
• Botox for Facial Slimming

Working with a digital marketing agency will help you to identify the different avenues your Botox-related content venture into to improve your organic SEO and conversion rates. This same content can be utilised in your blog posts, which we ensure correspond to your targeted keywords and locations.

Facebook

Social media marketing on Facebook needs the same careful consideration that Google marketing does, which is why social media Botox marketing is at its most effective through a specialist marketing agency. Facebook marketing helps you to engage with local traffic and return clients with attractive content, but even here you need to be cautious. Facebook regulations will not allow you to advertise the buying and selling of prescription-only medication like Botox, but there are ways around this which we implement in your content strategy. Facebook Ads need a similarly careful approach, but when targeted and implemented properly they can return low cost-per-clicks and many new enquiries to your website or through your social media platforms.

Instagram

Instagram is still the leading social media platform for the medical aesthetics industry because it operates as a perfect gallery or visual portfolio of your work. As of May 2019, there are 4.8 million posts listed under #Botox and 32.8 thousand under #BotulinumToxin. Instagram is the platform that your savvy website users are going to take a look at after perusing your website to see the kind of results you are producing for your current clients. Making your platforms stand out in such a saturated but equally valuable marketplace can be tricky but taking a measured and strategic approach to it with our social media ensures greater brand exposure and reputation.

Frequently Asked Questions

So, can I use the word ‘Botox’ in my web content?
This is entirely your personal preference. We advise all of our clients to keep the mention of Botox off of your homepage, as regulatory bodies may ask you to remove this should they find it. As for your treatment pages, though, you are permitted to use it there and Google has so far shown no way of penalising its use in its organic search rankings.

Should I choose SEO or PPC for Botox marketing?
Google have historically disapproved ad campaigns and flagged the reasons as mentions of prescription-only or regulated medical products, so using Botox in your content may hinder whether you can run ads in the future. This hurdle can be overcome with strategic landing pages, though. This is why you need to plan a strategy with your digital marketing agency to determine which is best for you: SEO or Google Ads? This will depend on your future plans, the marketing route you plan to take, and your budget.

How can I use Botox content on social media?
Before and afters are a great way of demonstrating the treatment results you are able to procure through Botox. However, they need to be posted with consideration to Facebook and Instagram’s T&Cs as well as industry regulatory bodies to ensure you are not penalised or your content deleted.

Can I use Twitter for Botox marketing?
This is again entirely up to you and the social media platforms you choose to use. Twitter isn’t typically a visual app; it is better for garnering conversation and interacting with your clients and other accounts. That said, you can post about Botox on Twitter without being penalised by the platform at the present time, but this may be subject to change. In general, we recommend choosing social media platforms based on where your target demographic resides. If you don’t think they use Twitter, then maybe focus your efforts on a Facebook Business Page and Instagram.

Does the same caution need to be taken for dermal fillers marketing?
At present, no, the same caution does not need to be applied. As long as dermal fillers remain a non-prescription product, they don’t fall under the same regulations and scrutiny that Botox-related content does. This isn’t to say that you can share anything, because best practice still needs to be prevalent in all of your content, but there are no Google, Facebook, or Instagram penalties as of May 2019.

Talk to one of our experts

Get expert advice, pricing or help and guidence on what you need, call 01159 140 640 or fill in our form.


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