The epicenter of marketing has changed. We now live in a customer-centric world: everything from Google’s changes this year to its SEO algorithm, which awards user-centric search experiences, to the shift to content marketing in which brands work overtime to give valuable information to potential clients.
And if you follow these customer-centric plastic surgery marketing tips, your practice will stay afloat in today’s marketing sea change:
1. Go to Your Clients to Shape Your Content Creation Strategy
Quora.com is a powerful tool that gives you access to something priceless: the thoughts and questions of your potential clients that are related to your field:
- On Quora.com, once you sign up for a free account, you simply type “plastic surgery” in the search box on the top
- Click “questions” under the “by type” sidebar on the left
- Review questions that people are asking about plastic surgery and answer them.
- A) Allow you to be a thought leader in your field
- B) Place your name in front of people for promotional purposes (though it’s not a good idea to use Quora to aggressively, overtly market yourself)
- C) Give you ideas for blog articles on your website, which will strengthen your inbound marketing because you’re addressing relevant concerns in your content
This is a recent question that someone posted on Quora about plastic surgery: “Can you get plastic surgery to remove dark eyebags?” And there are many more just like that one from people who need your expertise. The more excellent, helpful answers you give, the more that people will recognize you as a leader in the field of plastic surgery.
2. Change Your Thinking: It Is Now “Us” Not “Them”
In the landmark marketing books “Lovemarks” by Kevin Roberts and “Loveworks” by Brian Sheehan, a revelatory principle was set forth: businesses can no longer afford to look at customers as “them.” Especially with the social media revolution, successful branding is more about community and how the process of presenting your brand before consumers can benefit your consumers. In short, marketing is about being givers, not takers.
As Brian Sheehan wrote:
The sea change comes when brands stop thinking about their customers as ‘them’ and start thinking about ‘us.’ When marketers make this change, they start rewarding their customers every day with brand experiences that have special resonance in three key areas: mystery, sensuality, and intimacy.
Those three key areas, if summarized in one sentence, all have one thing in common: they create a memorable, inspirational, enjoyable, and useful experience for the consumer when he or she interacts with your brand and your marketing efforts.
Following this philosophy could be as simple as adding a carefully crafted element of aromatherapy to your waiting room or some other element that makes a visit to your practice enjoyable, soothing, and memorable for the client. It might be more work and money to do something special for your clients, but the word-of-mouth potential — especially if you create an online community where your clients can interact and give positive feedback about their visits — is worth it.
Although the “Loveworks” books look at sense-oriented examples like the one above, there are other things associated with those three key areas: storytelling (using well-written narratives of your business’s story or stories of your clients) and empathy (identifying with the concerns and anxieties of your customers in a genuine way) are other examples.
No matter what method you use to add value to the lives of your potential customers, the underlying mindset — that customers are “us” not “them” — is the key. With this attitude, you look at the world from the perspective of your customers, you identify with their wants and needs, and you find ways to improve their lives before they’re even paying for your services.