Marketing any business, let alone a laser acne treatment centre, is never easy. There are so many different options and tools available, some that cost a lot of money and others that are time consuming. It’s no wonder many business owners become confused and struggle to market their business effectively given all of the possibilities.
Here are six tips to help you focus the marketing for your laser acne treatment business:
Tip 1 – Understand Your Customers
This is the starting point and the most crucial element in your marketing strategy. Do your research as the more accurate the information you have, the more targeted your messages will be and it will be easier to sell your treatments to your potential clients. Look at key areas such as demographics, purchasing trends and behaviours and competitor information. This information will help to make educated decisions and to get started on a marketing plan.
Tip 2 – Be Aware of your Operating Environment
In addition to knowing your customers, you also need to be mindful of the environment in which you are operating your acne laser treatment business. For example, in a recesssion, laser treatments may be considered as a luxury service and so it will be vitally important to promote the health and psychological benefits of the treatments. You should also keep up to date with the latest developments in laser technologies and ensure that you are promoting your own modern machines.
Tip 3 – Tailor Your Service to Your Customer
Make sure your treatments are in line with what your customers want and not those that you prefer delivering. Position yourself as an authority so that your clients trust you and see you as an expert. Video is a great way of doing this, like the one below from Dr Neil White from Laserase Wales.
As you can see, this video talks about the causes of acne and the variety of treatments available on the market, including laser treatments for acne. As a practising GP, Dr White has positioned himself as an expert in his field, giving him and his business a true sense of authority.
Tip 4 – Target Your Advertising and Communications Messages
Running a few random newspaper adverts, simply isn’t enough in this day and age of online communications. Your potential customers will be receiving thousands of marketing messages every day and so for yours to stand out they need to be clear, eye-catching and relevant to your target audience. Using images, vidoes and special offers will help along with the expert positioning as mentioned previously.
Tip 5 – Make Sure Your Staff is Well Informed
Your staff are your most important asset and you will no doubt be looking after them through training and other personnel incentives. But it is also important that your staff are fully aware of your marketing messages, target audiences and all other information such as new treatments or special offers. Your employees are usually the face of the company and so should be acting as your ‘sales force’ at all times. They need to be informed in order to achieve this goal.
Tip 6 – Have a Sensible Pricing Strategy
You need to set your price at the right level. Laser treatments are usually considered to be expensive and so you need to focus on the huge benefits of your treatment so that the price almost becomes irrelevant. As the treatments are specialised, you are not going to be selling to the mass market and you shouldn’t undersell your high value service. However, by offer deals and discounts, you will attract people who may initially be put off by the prices of the treatments.