I think we can all agree that the subject of marketing can seem overwhelming. Generating new business, gaining followers, or promoting an unknown treatment can all feel like impossible tasks. Especially when others appear to have effortless success. But seriously, how did Karen get over 700 likes already? 😉
Applying a few marketing concepts to your advertising, emails, and social media campaigns can take your business to the next level. So, where do you start? Before you begin planning any outreach activities, you need to understand your target audience.
Once you have decided the focus of your promotion you can identify your target audience. For some products and services, it’s easy to think that the target audience is everyone. Hey, everyone needs a facial right? We are all aging and can benefit from some skincare. Unfortunately, targeting everyone provides little direction for the content creator. It’s helpful to limit your audience to those most interested in your product or service. While everyone can benefit from skincare, there are those who will never embrace it and shouldn’t be the focus of your campaigns.
So, who is your audience? First, you need to consider who is likely to respond to your service. For example, if you are promoting a teen acne facial there are two audiences that typically have interest in this service: the suffering teen and the concerned parent, usually mom. During their children’s teenage years parents are more likely to pay for this care. In this situation it would be best to target the concerned parent. It is also vital to ensure you are focusing on an audience who can purchase your services. Income and location of your audience should always be considered.
Now let’s take it a step further. Think about your target audience and list out their needs. A concerned parent of a teen who suffers from acne may want to build their child’s confidence again or soothe their discomfort. Next, list how your treatment can help. Perhaps it calms inflammation which soothes discomfort and it clears skin to restore confidence. When you build your ad or your social media post talk directly to your audience explaining how you have a solution for their needs. It does take a bit of trial and error to find what works best but once you perfect these skills you’ll be on your way to Karen’s 700 likes in no time.
For a plethora of free social media ad that can be customized to your business, check out The EC’s FB Group here. (You must be logged in to FB to view.)
Director of Marketing & Communications - DermaMed