It takes a strategic plan to differentiate yourself and stand out from the competition in today’s competitive world of aesthetic medicine. One of the best ways to accomplish this is by practicing “Pull Marketing.”
What is Pull Marketing?
Currently, many businesses compete on price, which is a recipe for failure. The smart strategy is to improve your positioning so you can compete on expertise instead.
Pull marketing is when you position yourself as an expert, a go-to person, and an influencer in your community, to draw consumers to you instead of you pushing your message onto them.
An influencer is an individual who has the power to affect the purchase decisions of others due to their authority, knowledge, position, or relationship with their audience.
It is a person who has a following in a particular niche, which they are a part of and engage with.
Public influencers usually have certain characteristics that make them stand out, such as: being great communicators, experts in their field or craft, and visionaries. Many of you are familiar with influencers such as Mother Teresa, Gandhi, Oprah, Jeff Bezos, Kim Kardashian. Then there are your personal influencers – people like your parents, your spouse, close friends, etc.
If you are interested in improving your positioning and becoming an influencer, there are five steps you should follow.
1. Improve Your Branding
To improve your positioning, you’ll need great branding. From your online presence, to your actual facility, your brand should have a consistent color, look and feel. It should be professional and appeal to your target market.Assess your website, your social media platforms, and your LinkedIn profile. Make sure they all feature you as an expert. Create a brand that will not only attract consumers to you but keep them coming back.
2. Create Videos
Videos are a great way to show that you are an influencer. Furthermore, YouTube is the number two site, and the second-largest search engine on the planet, so posting your videos on YouTube will help improve your positioning tremendously. Use videos to educate your community about the latest, best treatments and products you offer. Share success stories, case studies and your knowledge via videos.
All this effort will keep your audience engaged and help you to be found online. Your videos will help you market your medspa business and show consumers that you are the expert – the person and the company to go to. Videos will transform your business. And guess what? YouTube is free!
3. Become a Speaker
Speaking is another compelling way to become an influencer and improve your positioning. You can start with Facebook Live, speak at your own events, or at local consumer events. You can host lunch and learns, speak at regional and national conferences, or conduct interviews with influencers in your community. There are many opportunities for you to share your expertise and improve your positioning through speaking.
This is the most powerful of five strategies to becoming an influencer and improving your positioning. When you have the title “author” next to your name, it automatically gives consumers the opinion that you are an expert.
Personally, I have published three books and it has made an enormous difference in my business. It is something that we teach our clients to do. Once published, you can use the book to gain interviews and attract the media’s attention. Therefore, you are attracting high-paying clients.
The entire world is drawn to celebrities, including local celebrities such as TV news anchors, radio DJs, doctors, attorneys and so on.
You can become a celebrity in your field. You just have to start acting like it and begin practicing all the other steps mentioned in this article. Begin rubbing elbows with other public figures in your community. Offer to help them and build lasting relationships, and you too will be a celebrity and begin impacting your community positively. Make a difference in their lives while attracting high-paying clients.
Begin practicing these five steps to gain a following, and make a significantly positive difference in your business. You will have a happier team and improve your own quality of life by having more freedom and time.
About the Author
Dori Soukup, Founder and CEO
Ms. Soukup is a global speaker, author, mentor, consultant and the founder and CEO of InSPAration Management, a firm special- izing in spa and medspa business development, advanced education and BizTools. Over the past 20 years, Ms. Soukup has contributed to the success of medspa companies world-wide. She is passionate about developing innovative, effective, educational programs and business strategies that lead to exponential growth and profits. Her articles and insights are featured in na- tional and international trade publications, and you can find her book, Spa Business Secrets to Increase Profits, on Amazon.