Are you frustrated by the poor results from your digital marketing efforts? Perhaps you’re getting a bit of online interest, just not as much as your nearest rivals? Embracing a multichannel marketing strategy can help you effectively reach and engage with existing and potential aesthetic clients across different platforms.
Whether it’s through social media, email marketing, or search engine optimisation, this approach can help you create a seamless and consistent brand experience. Not only should you increase the brand visibility of your cosmetic business, but you should also enhance customer loyalty and trust.
Today we’re going to look at how multichannel marketing strategy can drive growth for your cosmetic business in a competitive aesthetics market.
What is multichannel marketing strategy?
Multichannel marketing refers to the practice of using multiple channels and platforms to reach and engage with clients. This approach recognises that consumers today interact with brands through various channels, such as social media, email, websites, and through seeing advertising inside your aesthetics practice. By leveraging these different channels, businesses in the aesthetics industry can more effectively communicate their brand message, target different customer segments, and ultimately increase their sales.
Understanding different demographics and how they make their purchasing decisions will help you decide which content to post on a particular platform. For example, as younger consumers may be more active on social media platforms like Instagram, this might be a good place to push lip fillers, fat dissolving injections, or acne treatments. More senior consumers may prefer to find out about your services via Facebook, Google, or email, so you might get a better response to information about your threadlifts, neck lifts and anti-wrinkle treatments here.
Although you’ll be posting content on different channels, it’s important to maintain a consistent brand image. This means ensuring that the messaging, visuals, and overall aesthetics are cohesive and aligned with your brand’s identity. Consistency is crucial for building brand recognition and trust among consumers.
Key to being successful in this is measuring and analysing your key metrics such as engagement rates, click-through rates, and conversion rates. In this way you can gain an insight into which channels are most effective at driving customer engagement and sales, allowing you to optimise your marketing efforts.
Are multichannel and cross-channel marketing the same thing?
No! Multichannel marketing refers to the practice of using multiple marketing channels to reach clients. This can include a combination of online and offline channels such as social media, email marketing, print advertisements, and events. The goal of multichannel marketing is to create a seamless experience for clients across different platforms, allowing them to interact with the brand at their convenience. By utilising various channels, businesses in the aesthetics industry can increase their visibility and engage with a wider audience.
Cross-channel marketing allows clients to transition between different channels while still receiving a consistent message from the brand. For example, a customer may see an advertisement for a new skincare product on social media, receive an email with a discount offer, and then visit the brand’s website to make a purchase. Cross-channel marketing ensures that the client’s journey is smooth and uninterrupted.
The benefits of multichannel marketing
Different people have different preferences when it comes to consuming information and making purchasing decisions. By being present on multiple channels, you increase the chances of reaching your target audience wherever they may be. This allows you to cast a wider net and attract a larger number of potential clients.
For consumers who use a variety of channels, your multichannel brand consistency can create a sense of trust and familiarity. This can greatly influence their perception of your business and increase the likelihood of them choosing your services over your competitors’. Here’s are a few more benefits of multichannel marketing:
- Increased brand presence. With a comprehensive multichannel approach, you can effectively communicate your brand message, build credibility, and establish a stronger online presence. By consistently delivering valuable content across different channels, especially channels you weren’t previously using, you should be able to attract and retain more clients.
- Boosted conversion rates. By having a presence on more channels and platforms, you should increase the chances of capturing the attention of your target audience and driving them to take action. More website visitors increase your chances of getting enquiries, and the more enquiries you answer, the more pre-treatment consultations you should book.
- More revenue. If you’re booking more consultations because you’re attracting the attention of more potential clients, then logically you can expect to be administering more treatments to more clients; resulting in enhanced revenue.
- Learn to understand your clients better. If you’re measuring your digital marketing performance across each channel, you’ll have a better insight into which sort of content attracts more views. You’ll also know what behaviour to expect. For example, your unique Before and After photos might prompt more queries, while the stock aesthetic images you post may get more likes. You can use this knowledge to your advantage to reach the goals you set for your business.
- Provide a better customer experience. If you start to understand your clients better through maximising your multichannel strategy, you’ll naturally be giving your clients more of what they like, and giving them a more valuable and satisfying experience.
- Build customer loyalty. Once you’ve tailored your marketing efforts to suit the preferences of different customer segments, ensuring a more personalised and targeted approach, you should be well on your way to building a stronger relationship with your customer base. They’ll sense that you understand their needs and desires better than your competitors, and increase their loyalty to your brand accordingly.
- Gain a highly engaged target audience. All of this hard work you’ve been putting in should ultimately lead to a more engaged target audience. This means that more potential clients should be finding you, liking your posts, and even sending you enquiries. Of those who have made enquiries, more should be booking consultations and treatments with you, as well as signing up for your loyalty scheme after their first treatment. A highly engaged target audience, and more sales, is the logical result of increased audience engagement. This situation is possible for any aesthetic business looking to up its multichannel marketing strategy. But we’re not going to lie. Getting to this point isn’t always easy.
Challenges to multichannel marketing strategy
Ensuring that your aesthetic brand message and values are conveyed consistently across all multiple channels can be a daunting task. It requires careful planning and coordination. You’ll also need a lot of different types of content to engage with specific audiences. Creating that content can be time-consuming and resource-intensive. It requires a deep understanding of the target audience and the ability to adapt the messaging and format to suit the channel’s requirements.
Plus, analytics are confusing at first. If you’re reading the online room wrong, because you’re not sure which metrics you should be looking at, there’s more room for error. Each time you post something that proves unpopular with your audience, failing to get you any decent results, it’s costing you time and money, rather than working for you.
However, there is an easy solution to all of these obstacles, that will allow you to capitalise on the benefits multichannel marketing strategy provides. And that is to get a bit of extra support in your digital marketing. Cosmetic Digital is a market leader in the aesthetics industry of digital marketing. We’ve been doing this for years, so we’re well-placed to leapfrog the trial and error stage, to bring you multichannel content, and a posting schedule that we know will work to boost your brand and your sales. Please get in touch if you’d like to have a chat with us.