Our hats are off to Dr. Jeffrey Sweat of Sacramento, California for his recent of Facebook Live broadcast. In the live presentation, Dr. Sweat and Nurse Practitioner, Irena Dariychuk, demonstrate how easy it is to treat a man’s back with Alma’s Soprano ICE Platinum.

Dr. Sweat shares many nice facts about the hair removal technology that’s wowed patients and providers everywhere. He explains the device’s ability to treat all skin types, maximize the patient’s comfort, and give patients the results they want.

We appreciate his kind words, but this post is about Dr. Sweat’s talents for sharing and putting together a top-notch marketing piece.

Dr. Sweat’s Video is Compelling for a Number of Reasons

• The video was planned ahead of time and well thought out. It’s obvious from the first frame. The laser and supplies are in place and ready. Most importantly, the patient is in position on the treatment table. The preparation took only minutes and paid off in a stellar presentation.
• When speaking, Dr. Sweat is informative without boring his audience. He knows what he’s going to say and delivers it in a friendly manner that’s instantly likeable. Likewise, Irena adds valuable information as he showcases her skill as an experienced professional.
• Dr. Sweat continues to explain the hair removal* procedure as the video progresses. Because he knows what he’s going to do, so he comes across as knowledgeable and trustworthy.

Perhaps the most compelling aspect of this video is the patient’s obvious comfort during the hair removal procedure. The laser fires and the patient appears relaxed and comfortable, without so much as a flinch.

As most providers know, hair removal can be uncomfortable on a good day and an unbearable ordeal on others! The right technology, however, solves that problem.

Do you think prospective patients will be more at ease after seeing this video? Of course, the answer is yes!

Facebook is a great medium for this kind of initiative. Thanks to Facebook’s LIVE feature, anyone can get their message in front of their following. Facebook tends to weigh live presentations so that they appear in the top of feeds. Likes can send them to the friends of friends, effortlessly spreading the word about the offering.

Alma’s Marketing Minute, “Ten Ways to WIN Patients Using Facebook Live” tells you how. Watch it by clicking below:

*Permanent reduction in hair regrowth defined as a long term, stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regime.

Every once in a while, something comes along that makes marketing much easier…

Marketing is an ongoing endeavor. A marketing plan requires a great deal of thought and planning prior to implementation. Likewise, many of its tactics must be executed on an ongoing basis. But every once in a while, something comes along that makes marketing much easier for an aesthetic provider.

Instagram, the hottest social media platform available now, is one of those things.

Instagram is a visual platform. Because of that, Instagram offers aesthetic providers / marketers a unique opportunity. Providers can showcase the results of their work as well as the near-magical, glamorous vibe that surrounds aesthetic lasers. Providers who exude passion and professionalism invariably rise to Instagram’s top layers and can attract an abundance of new patients in the process.

Instagram is extremely easy to use. This fact alone adds to its popularity. It’s no surprise that the majority of Instagram users relish the time they spend using the platform. However, for those of us who didn’t grow up with Facebook and Twitter, social media can seem like a foreign world. I’m included in this group, so don’t feel alone! The good news is that our Marketing Minute series covers social media frequently and explores Instagram in great detail.

Now, three of our most popular Marketing Minute episodes are available in one place – the Instagram Triple Feature:

These on-demand presentations can take you from Instagram newbie to Instagram Master. In them you’ll learn:

• Why Instagram is the platform of choice for today’s providers
• How to get started quickly
• How to earn a valuable following
• How to find followers in your area and increase patient traffic
• What people really want from their provider
• When to post for highest results
• A simple fix that makes your posts look fabulous
• What single trait sets you ahead of your competition
• How hashtags expand your visibility
• How to manage tagged posts like a pro
• How to put Instagram Stories to work for you
• How Stories differ from Posts
• How to stand out among beautiful content
• How preparing less can mean publishing more
• What makes a story irresistible
• The one “secret” about Instagram that you must know and never forget.

As you can see, these episodes are packed with information. Be sure to have a pen and paper handy so that you can pause the presentations and take notes. The Marketing Minute episodes are available on-demand, so you can start watching at any time and finish later.

Keep in mind that many providers are already finding huge success on Instagram. By “success” I mean something very specific that benefits you – attracting new patients. The best time to join them is now. Seriously, don’t be the last aesthetic provider to join Instagram, because by then it could be too late.

Thanks for spending time on our blog! See you soon.

Kevin Mendell,
VP of Marketing, Alma

The other day, an airline lost my luggage. It’d been one of those days, too; a flight delay, two bumpy flights, endless lines. The last thing I wanted to do was wait in another queue. I wanted to see my clothes again, though, so I obediently waited in line to beg the keeper-of-lost-bags for help. While I stood there, I couldn’t help but think about the glory days of flying.

Many years ago, air travel was full of luxury. Stylishly dressed cabin crews doted on passengers. On international flights, food was prepared in the air and often served by a chef. Flying was a glamorous experience.

Traveling by air has, to put it gently, changed dramatically. Now, you’re lucky if someone will sell you a little food in a microwavable safe container! The whole experience from beginning to end is about as glamorous as riding the bus.

Our industry – the business of helping people achieve their aesthetic goals – is still in its childhood. This year, countless patients will discover how trained professionals with lasers can make them look younger and feel better. Chances are good that they’ll enjoy the treatment results. The total experience, however, is up to you.

It’s important to note that whether we work as a provider or on the technology side of the business, we all answer to the same boss – the market. Ultimately, the patients decide what works and what doesn’t. One thing we know for sure, patients want an experience to remember.

Unlike air travelers, aesthetic patients expect to be valued. They’re spending their hard-earned dollars on more than a result. They’re buying an experience. That experience begins long before they ever step foot into your office.

Some locations are better at providing this experience than others. But any practice can implement the processes that make their location one that patients return to. Likewise, any practice can make purchasing an aesthetic treatment a glorious experience.

On of our recent Marketing Minute episodes dives into this topic in detail, “Six Ways You’re Sending Patients to your Competition.” The on-demand webcast is available here.

This episode looks at the total experience of your patient’s visit, starting from the moment they find you. The presentation explores how social media can impact patient acquisition and explains what your website must do to earn the patient. Believe it or not, these two areas can set the tone for the patient’s experience.

The Marketing Minute also shares the one thing that patients expect every treatment and how to deliver it. It’s something everyone on your team should know.

We invite you to watch this episode. You can access it here. When you’re done, take steps to ensure that a visit to your practice is reminiscent of the glory days of flying.

Kevin Mendell,
VP of Marketing, Alma

It’s happened to all of us. We’ve taken time out of our day and traveled to a live event, ready for a night of informative talks and inspiration, and wound up disappointed. The speakers lacked passion or real-world expertise – or both. The “informative talks” were nothing more than live commercials about the company’s products. For whatever reason, the event simply wasn’t worth the time.

This happens all too often in the aesthetic industry and it’s gone on long enough. So we’re changing the way aesthetic professionals think about live events with our ACCELERATE User Summits.

ACCELERATE events bring expert clinicians and industry marketers together in a live setting. The objective is to give aesthetic professionals a valuable experience packed with insider knowledge, revenue generating tactics, and the latest marketing techniques used to attract patients and increase revenues.

Kevin Mendell, Alma’s Strategic Marketing Director, says, “Our emphasis is not on the devices, but on what the devices can do for a provider’s business… We’re giving our audience the chance to learn from a pro who’s at the top of their game.”

In other words, you won’t hear another boring presentation about a device and its amazing capabilities. At ACCELERATE events, you’ll learn how the device benefits you and your patients and learn how to leverage those capabilities in your day-to-day business.

“Every company claims to have competitive advantages,” Mendell continues. “They sometimes forget that an advantage must come from a real world perspective.”

Said another way, the most successful providers know how to make a technological competitive advantage work to the full advantage. They maximize the marketing activities and, in the end, win more patients than their competitors. The pros speaking at Accelerate can explain how.

Alma’s first ACCELERATE events are scheduled for:

• Chicago, IL – March 3, 2018
• Atlanta, GA – March 10, 2018
• Newport Beach, CA – March 17, 2018
• Calgary, AB – March 22, 2018
• New York, NY – March 24, 2018

More events are in the works. Keep an eye on our calendar for events near you. Please keep in mind that seating for all ACCELERATE events is limited and available on a first-come, first-serve basis. Reservations are required.

Alma’s Practitioner Spotlight honors the best providers in the business.  This month, we’re proud to shine a light on Dr. Amber Bocknek. We’re even more excited to spend a little time with Dr. Bocknek and pose a few important questions here on our blog.

Dr. Bocknek’s answers shed a great insight into what it means to be an aesthetic provider in today’s marketplace.

My philosophy comes from my personal belief. I believe it is important to look natural.  I’m getting older, like my patients, with every passing day. As I approach my 50s, I’m not attempting to look 20. However, I want the fresh and relaxed look that exudes health and vibrancy.

I think of myself as a care provider first. By setting realistic expectations for myself and my patients, I deliver care that keeps people looking their best at every age. When aesthetic doctors push to achieve extreme results, patients start to look artificial.  From this perspective, my philosophy of “look good, not done” has developed.

This is a very challenging question. I have four Alma devices: the Harmony XL Pro, the vShape Ultra, the Soprano ICE, and the Femilift Pixel CO2.  Each of these devices brings a unique and effective set of treatments to my patients. I really wouldn’t want to part with any of them. However, if you forced me to choose, I could narrow it down to two of my very best.

The device I use the most is the Harmony XL Pro. It delivers a wide variety of treatments that my patients need to address specific issues. The Harmony XL Pro is a versatile platform of several lasers and light based handpieces. Of all the handpieces, the ones I use the most frequently are Clearlift Plus and the Dye-VL.

ClearLift Plus meets the needs of my patients who want improvement in their skin’s appearance as well as a reduction in fine lines, but they have busy, active lives and cannot take time off. I use this laser for treating fine lines in delicate areas such as the eye area, both the upper and lower lid, around the mouth and in the central cheeks. These are areas where it’s often difficult to obtain full effect with my other treatments such as fillers. Clearlift really complements my injectable work.

The ClearLift Plus has also expanded the patient population I can treat, allowing me to do tattoo removal. The offering has met a high demand in my office.

The Dye VL light based handpieces for vascular lesions is highly effective, as well. I often use this handpiece when treating rosacea and small vascular anomalies.

The other device which I would have to call my new favorite is the Femilift.  Never before have I had an option to offer my female patients the opportunity to address feminine health issues. Many of my friends, family and of course my patients struggle with a feminine health concern. For many women, I think this is a life-changing device. FemiLift is minimally invasive and a very comfortable procedure. I’ve had many patients elect to go forward with treatment based on those two factors alone.

In addition, it’s important to remember that this laser does fractional CO2 resurfacing. I personally underwent a fractional CO2 laser treatment with this device and I have had an overwhelming improvement in my skin’s appearance and my underlying pigment problems. I’m looking forward to doing my next treatment.

My patients also benefit from the vShape Ultra and love the comfortable hair removal* from the Soprano ICE. It’s hard for me to pick one laser over the other as they are all important to my practice.

My highest volume treatment is currently ClearLift Plus. I have a very large population of individuals between 40 and 60 years of age. They see the change in their skin’s appearance and notice more fine lines and other wrinkles. Because this treatment is non-downtime, it appeals to everyone. It also addresses problem areas that are difficult to treat with other modalities such as the upper and lower eyelid, perioral lines and the central cheeks fine lines.

The treatment which is growing the quickest in my office has to be the Femilift.  So many women struggle with a feminine health concerns. This treatment really does boost their confidence and make them feel much better. For so many patient, the Femilift is a life changer.

Social media has been a wonderful way to share the variety of services that I offer, explain treatments and answer questions.  It has also been a nice way to connect with my patients. I do post some photos and information about my office. In addition, I share some personal photos of my pets, my interests, and my children and family.

I think by sharing both professional and appropriate personal information, patients gain a sense of comfort in both my treatments and in who I am and what I am like, even before they meet me for the first time.  For me, it helps me to share in what’s going on in my patients lives. I am genuinely interested in them. It gives me a chance to congratulate them on their life’s big successes and excitements and follow their stories.

I think that this type of mutual connection has strengthened my professional relationship with patients and has really helped me to grow. To be honest, I was intimidated by social media initially and was somewhat slow to adapt. But now I really enjoy the connections.

It’s always a challenge to keep up with our fast-paced world. In order to stay current, I attend several cosmetic meetings. I am a member of the ASLMS and I network with my colleagues.

An online presence is highly important. Even before I was working in social media, I did have a fully functional website. I am trying to expand my website by adding more content and including videos which I find very relatable for patients. I’m doing the same with my social media. The online presence, coupled with word-of-mouth, has been my primary source of new patients. It is invaluable.

We’d like to thank Dr. Amber Bocknek for spending time with us today. Learn more about Dr. Bocknek and Alma’s Practitioner Spotlight here.

*Permanent reduction in hair regrowth defined as a long term, stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regime.

For aesthetic providers, social media is a real gift. Instagram and other digital gathering places give aesthetic providers a place to stay in touch with existing patients and attract new ones. A quality social media presence can work on your behalf twenty four hours a day, seven days a week. But there’s some debate about what a quality presence looks like.

When it comes to posting updates, tweeting, or sharing photographs, it’s not uncommon to become stumped. It seems that when we most need our creativity, the well completely dries up.

But it doesn’t have to be this way. Social media can be easier and more effective than ever before by keeping the ten tips below in mind.

If you expect to be taken seriously, your profiles must look good. This means that your headers are professionally designed with maximum effectiveness in mind. Your logo and other branding elements are placed appropriately for each medium. Nothing important is covered up or lost.

Social media has an extremely low barrier to entry and it’s tempting to skimp on these essentials. But doing so will make you look like an amateur. The investment is minimal and it’s worth every dime. For Alma’s partners, header graphics are available in the Alma Plus Store.

The most important word in social media is social. You must be social for it to do any good. This means posting on a regular basis, replying to comments, wishing your fans happy birthdays and sharing other content that your followers will enjoy.

You probably know a braggart. This is the guy who talks constantly about himself, his accomplishments, his intelligence and possessions. He’s his own biggest fan and won’t let you forget it. Social media makes it easy to become this guy. But it’s a mistake.

You can still share a bit about your accomplishments, but do so in a way that benefits others. When you become an expert hair removal laser* operator, for example, promote your new skills as being beneficial to your patient. You can share how excited you are to be able to offer an extremely comfortable hair removal to the widest range of patients.

People make deep bonds with other people, not brands. For this to occur, your audience needs to know you. We mean the real you, a trained provider who cares about patients and takes an outcome based approach. When you share the right personal facts, your audience will see you as the most knowledgeable and diligent provider in town. This can make you the most sought after provider in town, too.

Since the days of living in caves, humans have shared stories. We are wired for stories. Stories are so much a part of us that social media site offer special ways to share them.

You might share the story of how you became a provider, allowing your audience to see your evolution from aspiring trainee to experienced professional. If your background is especially compelling

With a patient’s permission**  you might share how you were able to transform their life and self-esteem through your aesthetic skills. You might share what it’s like behind the scenes, giving people the inside scoop into your practice. It may feel routine to you, but your audience will value the information.

You can share stories a number ways. Short stories go will with Twitter and Instagram. Longer stories may require the use of video. Learn more about video marketing in this episode of Alma’s Marketing Minute series – click here.

The more active you are on social media, you more you’ll become aware that some stories earn more likes, shares, and comments than others. When something performs well, it’s because it struck a chord with your audience, what marketers call emotional resonance.

This kind of feedback is worth more than gold bullion. It enables you to identify what works. Once you do, do more of it.

Right now, Instagram is the hottest thing in the cosmos, second only to the sun. But that doesn’t mean its predecessors are dead cold. In fact, Twitter is on the rebound (again) and its effectiveness increases with each iteration.

Likewise, Facebook is still a valuable tool for digital marketing. The ways in which we use Facebook, however, have changed in ways both subtle and dramatic. We have two Marketing Minute episodes available on this topic. Click the links below to watch them:

Maximize Your Marketing on Facebook

Ten Ways to WIN Patients Using Facebook Live

Seriously, it really is the hottest social media platform available today and it’s rather perfect for aesthetic providers. Don’t put it off one more day. If you’re hesitant to start working on yet another social media platform, learn how to get started quickly with the training below:

Instagram for Aesthetic Providers

By the way, this Marketing Minute also provides you with a list of Instagram’s most valuable hash tags for aesthetic providers.

All marketing requires three essentials. Think of them in terms of A – B – C:

• Advanced Planning
• Budget
• Creativity

Of the three, the first is the most important. It’s imperative to know what you’re going to post in the days and weeks ahead. Likewise, it’s important to have an outcome in mind. This doesn’t mean you need to sit down and carve out a complex social media strategy for the next year.

It simply means choosing an area to focus on with a specific goal in mind and publishing accordingly. You might spend one month on a wide range of face and body treatments with the intention of increasing inbound calls, consultations, and booked treatments.

You’ll plan the month with your audience in mind, thinking of how your services solve their biggest problems and the most interesting, entertaining, and informative ways to shares them.

This kind of plan has a high degree of flexibility built into it, so if something new comes up you can still share it and continue with your plan.

Right now, in the United States, we’re entering the holiday season. Think about the spirit of the special days ahead and what drives patients to your door. What problem do aesthetic patients most want solved before gathering with family and friends? You know the answer. Now get on social media and share it with the world.

Whenever possible, include real Before & After photographs. It goes without saying that you need your patient’s permission. Work with your legal adviser or attorney to ensure you’re following all laws. But do use them.

You’ve heard the expression, “A picture tells a thousand words.” With B&As it’s often true. Remember, prospective patients have a problem to be solved. When they see someone similar to them in a B&A, they see you as the provider who solved that problem.

* Permanent reduction in hair regrowth defined as a long term, stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regime.
**Work with your legal adviser or attorney to ensure you’re following all laws

Not so long ago, marketing was simple and straightforward. Now, when we hear the word marketing we think of a broad collection of tools and tactics that include social media, video marketing, tweets, websites, email lists, subscribers and dozens of other things. However, some marketing tools haven’t changed a bit.

The tools haven’t changed because they’re still effective as they ever were. Therefore, they’re still an important component of every marketing mix. Likewise, they deserve a place in your lobby or waiting room.

Banner stands can increase awareness of your offering. They work well in a lobby or waiting room, but they can be used anywhere you have pedestrian traffic. Placing one banner stand in a high traffic area near your front doors can increase inquiries, consultations, and treatments. Like other traditional tools, banner stands work best when a team member is on hand to answer questions and drive the process.

Counter cards are used to alert existing traffic to your aesthetic offering during the sign-in process. Counter cards raise awareness and count as an impression. Each impression can trigger an inquiry, but it’s best to guide that process with an open-ended question such as, “Would you like a consultation about face and body treatments?”

Patient brochures continue where counter cards and other tangible advertising tools leave off. They continue to introduce your patients to your offering and provide valuable educational content. Brochures can remind prospective patients to take an action in the future, such as scheduling a consultation or asking for more information.

Like banner stands, window clings are used to catch the eyes of potential patients as they pass your place of business. A professionally designed window cling also gives your prospects the assurance that they’re in the hands of a professional who’s invested in the latest technology.

One more aspect of marketing remains the same, regardless of the messaging or the medium used to relay it. It is simply:

Please note, the materials used in this article are part of the JuvaShape Ultra marketing kit provided with every vShape Ultra purchase. JuVaShape Ultra providers may enter the Alma Plus Store to obtain their materials.  

“Our new Constitution is now established, everything seems to promise it will be durable; but, in this world, nothing is certain except death and taxes.”

Benjamin Franklin

If there’s one issue that we all feel strongly about, it is taxes. We understand that taxes are the price we pay for civilization. We understand that taxes pay for clean water, police protection, paved road, snow removal, and many other services that benefit us. We also agree that tax breaks are good things.

According to Section179.org, the deduction is straightforward:

When your business buys certain items of equipment, it typically gets to write them off a little at a time through depreciation. In other words, if your company spends $50,000 on a machine, it gets to write off (say) $10,000 a year for five years (these numbers are only meant to give you an example).

Now, while it’s true that this is better than no write-off at all, most business owners would really prefer to write off the entire equipment purchase price for the year they buy it.

In fact, if a business could write off the entire amount, they might add more equipment this year instead of waiting over the next few years. That’s the whole purpose behind Section 179 – to motivate the American economy (and your business) to move in a positive direction. For most small businesses, the entire cost can be written-off on the 2017 tax return (up to $500,000).

The legislation intends to provide small businesses with tax relief. Millions of small businesses have taken action, invested in qualifying equipment, and earned real benefits.

Section 179, like all portions of the tax code, has parameters and limitation. For example, the item being deducted must have been acquired by purchase. The IRS states:

“Property is not considered acquired by purchase in the following situations.

1. It is acquired by one component member of a controlled group from another component member of the same group.
2. Its basis is determined either—
   1. In whole or in part by its adjusted basis in the hands of the person from whom it was acquired, or
   2. Under the stepped-up basis rules for property acquired from a decedent.
3. It is acquired from a related person.”

Source: https://www.irs.gov/publications/p946#en_US_2016_publink1000107399

For aesthetic providers, Section 179 creates a win-win. The provider is able to invest in new technologies, create new competitive advantage, and elevate their reputation in the local marketplace.

The full value can be seen when we consider the speed of innovation in the aesthetic industry. It was only a short time ago, for example, that laser hair removal* providers turned up the music in the waiting room to muffle the yelps and cries of the patient being treated; and now, with the right technology, hair removal can be one of the most comfortable treatments offered.

A similar analogy applies to another staple of any aesthetic offering – skin resurfacing. With Alma’s Harmony XL PRO, providers are able to offer both erbium skin resurfacing and ClearLift, a Q-Switched skin resurfacing technology that can be done quickly and requires no post-treatment downtime. Many patients report seeing visible improvements after the first treatment, ensuring that they tell their friend and return for additional services.

In both cases, the provider with the competitive advantages is going to win. Section 179 can help level the playing field. For more info, consult with an Alma Lasers representative by clicking here.

Please note, the author of this blog is neither an authority on taxation nor a tax consultant of any kind. For that reason, all questions and concerns about Section 179 should be directed to your tax professional.

“People who complain about taxes can be divided into two classes: men and women.”

          Anonymous

*Permanent reduction in hair regrowth defined as a long term, stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regime.

Providers everywhere rely on Alma Lasers to serve their patients. You’ve heard us mention this (all right, brag about it) numerous times. Award winning technology that’s reliably cost effective with faster break even points and higher returns are part of the reason. But there’s an added bonus that comes with Alma’s technology.

Ongoing Marketing Support

In a survey, we found that a large percentage of our partners wanted to do more marketing. They understood the importance of continual outreach and attracting new patients to their practice. Regardless, many variables held them back. For one, it’s very time consuming to create a new campaign. Think of what’s needed to launch a campaign designed to attract new patients:

First – we need an IDEA! The first question is, “What should I market?” Most practices know that potential patients want more than a one-time discount. They want to be romanced and intrigued, wowed and compelled. Remember, they’re buying the results of the treatment and the experience that accompanies it rather than pulses or time spent under a laser.

Second – every idea needs a graphic designer to bring it to life. A talented graphic designer is worth his or her weight in gold. This is especially true for designers who work fast while maintaining a standard of excellence.

The most talented designers, the ones who create gorgeous work that resonates at a deep emotional level, are booked weeks in advance. Their skills come at a premium price, too. In a pinch, one can always find a beginner on Craigslist.com or on sites like Fiverr.com, but honestly you’ll always get what you pay for. These twin challenges, lack of time and huge investment in cash, are often enough to stop a good marketing idea in its track.

Alma Lasers removes the hurdles to launching new campaigns. We do so by providing our partners with fresh, professionally designed campaign materials on a regular basis. Each campaign contains ready-made components needed to get attention in the real world and in cyberspace. The program is called Alma Rewards.

Our latest reward is Red Carpet Ready.

If you purchased an Alma Lasers device in North America, this campaign is heading to your inbox next week now in your inbox. (If you purchased a device from Alma Lasers and don’t have an email about this campaign, contact us immediately – click here.)

The Red Carpet Ready campaign contains sleek, eye-catching, and chic components that can be used to generate excitement going into the holiday season.

Providers can, for example, begin the campaign with the counter card.

Partners can download the counter card from our secure page. Once printed, it may be displayed on the receptionist desk. Upon seeing the counter card, some patients will inquire and ask for more information. But you don’t have to wait to be asked. It’s better to welcome each new patent and begin the conversation.

For example:

Provider: Have you heard about our Red Carpet Ready promotion?

Patient: No, I haven’t. What is that?

Provider: We’re helping people look great for the holiday season. You can go for glamourous or just feeling a little more youthful or energized. Would you like to hear more?

Providers wishing to add a promotion such as an introductory offer to experience JuVaShape-Face and Body Treatments or ClearLift may do so. The idea is to raise awareness, revive interest and guide patients along their aesthetic journey.

Those who are active on social media* can further continue their outreach using ready-made header graphics for Facebook and Twitter.

The subsequent posts and tweets can entice your following, for example:

It’s time to look glamourous because our Red Carpet Ready
promotion begins today! Click here…

Active social media users can continue to spread the message using memes or an animated GIF:

Last but not least, the campaign contains a Gift Certificate for those who believe an aesthetic treatment is the perfect gift.

Additionally, each of the Red Carpet Ready materials can be used on a website, in an email newsletter, a blog article, or incorporated into traditional marketing initiatives such as brochures or other takeaways. With these tools, you can let your imagination go to work and use them in a variety of ways at the same time.

The only catch to Alma Rewards is that it’s exclusive to Alma’s customers in North America. If you’re technology partner isn’t providing you with ongoing support, it’s time to ask them, “Why not?” Better yet, read more about Alma Rewards here.

*Hopefully, every provider reading this is active on social media. If not, we have a couple of Marketing Minute episodes worthy of your time. Learn more about reaching aesthetic patients on Instagram in Instagram for Aesthetic Providers and master Facebook Marketing by watching Maximize Your Marketing on Facebook. Both presentations are available on demand.

Video marketing is the new way to share your content. Content remains on its throne as the eternal king, mind you, but video is the medium in which content is now shared. According to the marketing automation experts at HubSpot, video will claim more than 80% of web traffic by 2019. Even more important, 90% of customers report that a video helped them make a buying decision.

Why did video marketing become so important? Mobile phones, iPads, and other tablet devices changed the way we find and view content on the internet. We’re no longer sitting behind our desktop computer to browse the web. Now, we pull out our phone and search. HubSpot reports that mobile video consumption grows by 100% every year. This means that the way we look for goods and services has also changed. It seems that the only thing that’s stayed the same, is that we’re busier than ever.

These factors point to the reasons behind the growth of video marketing. Quite simply, video gives us a faster way of obtaining the information we’re looking for. Imagine that you’re searching for a landscaping service to battle the weeds in your front yard. You find a couple of web sites and scan the first page of each. Both vendors seem about the same. The third site, however, contains a video showing the before and after state of lawns the company has worked on and revitalized. The host is engaging and passionate about lawn care, perhaps insanely so. Which company will win your business?

Below you’ll find 23 tips to keep in mind as you create videos and launch your video campaign.

If you’d like to skip the tips and go straight to our Marketing Minute episode of Video Marketing, please click here. The presentation includes ten ideas for campaigns that you can implement immediately and use over and over again.

1. Videos are about stories. What stories should you tell? Consider that every business is the result of two things; the original dream and the hard work that made it come true. When put together, these two facts create the story of your brand’s evolution. It’s worth telling, especially in a video. Think about the many stories you’d like prospective patients to know about you, your business, your technology, and your team as you draft this campaign.

 

2. Make more than one video at a time – launching a video marketing campaign requires a series of videos. When you set aside time to record one, record three or more. If you want to make it look like the videos were recorded at different times, change your shirt.

 

3. Going viral is a wonderful experience, but it shouldn’t be the objective of your video or any other marketing tactic you employ. The true goal of marketing is to form or deepen a connection with future patients.

 

4. Stories are personal. Your audience wants a connection with you. You want your audience to become your Achieving this goal requires that you put yourself out there and risk a little personal information. For example, tell the story about how you became passionate about aesthetics. This will help you to stand out among your competitors.

 

5. The first ten seconds of the video are the most important. In these moments, your viewer will decide whether to watch the entire video or move on and watch something else. So get right to the point. Immediately convey your message. For example, “Hi everyone, in this video I’m going to show you how to look ten years younger…” Unless your audience is eighteen, that’s going to hold their attention.

 

6. You can start with a big question. One of the ways to peak interest in the first ten seconds of your video is by asking a question. In the scenario above, a good question would be, “Would you like to look ten years younger and feel great about your appearance when you look in the mirror?”

 

7. Deliver the goods. Once you’ve held attention, you must deliver the goods. So know what you’re objective its. Are you making someone laugh or inspiring them to act? Or both?

 

8. Ask for the next step. Chances are, many of your videos are intended to inspire your audience to take action and schedule a consultation with you. It’s best to be specific and give those instructions in a friendly call to action. Here’s one, “…Start your journey today and call us at xxx-xxx-xxxx to schedule a free consultation. It’s easier than you think, so don’t put it off one more day.”

 

9. Don’t be boring. Seriously, people watch videos to fulfill a need. They’re looking for something. Simultaneously, they’re eager to escape the crushing grind of their day-to-day life, their never ending task list, and their problems. Take risks. Be humorous. Be entertaining. Be edgy if you can do so without being rude or arrogant.

 

10. Don’t go full throttle on the marketing message. Videos that are entirely made of up of marketing talking points are easy to spot. They lack sincerity and therefore create little opportunity for personal connection. Being who you are is often the easiest way to avoid

 

 

11. Video marketing doesn’t have to be expensive. Most likely, you have a few tools you can use to record a video, namely a smart phone or a tablet device. Hit record and explore the capabilities of the tools you already have.

 

12. Audio is important. If you’re recording a video next to a laser, your camera may pick up the sound of the machine rather than your voice. Professionals use small, clip-on microphones called lavaliers to eliminate this problem. When you’re starting out, simply make sure the room is quiet and talk loud enough to be heard.

 

13. Lighting is important, too. Consider recording near a window to utilize warm sunshine. When that’s not feasible, move a lamp so as to add additional light as necessary.

 

14. Sometimes, short and sweet is better. Your audience is in a hurry. Remember, they’re looking for something that will solve one of their problems. The faster you give them the answer the better.

 

15. Some stories take a long time to tell. Imagine sharing all of the capabilities of the Harmony XL PRO, a machine with multiple clearances. That would be a long video indeed. In cases like this, divide the story into a series of videos and think of it as your treatment campaign, video initiative. (For more ideas on creating series of videos, see our Marketing Minute on Video Marketing.)

 

16. Utilize YouTube. A short time ago, people thought of YouTube as the place where people posted videos of their pet cat doing something adorable or hilarious. While YouTube still has plenty of cat videos, it’s now used as a search engine. So people searching for ways to look younger might search on YouTube rather than Google. This makes YouTube a great place to use as the hub of your video marketing activities.

 

17. Take advantage of YouTube’s embed features. YouTube allows you to host a video on their site and embed it on your own. This is a great service. It saves you money and, once you get the hang of it, it’s pretty easy to use. Click Share and then Embed to generate the code. Or, ask your website professional to handle it for you.

 

18. YouTube is also a community. Chances are good that you can find another YouTuber with an existing audience, called an influencer, willing to Like and Share your videos. This will increase your reach and help you attract new patients. Remember to return the favor and like the influencer’s videos in return.

 

19. Video marketing works best when people can easily find your video. For your videos to be discoverable they must be optimized. Video descriptions are extremely important. YouTube gives you quite a bit of space to describe the value of your video. But don’t stop there. When you embed your video on your own website, optimize the page that it lives on. (If in doubt, consult an SEO professional for assistance with on page optimization.)

 

20. Always share your videos on social media. Use them in Facebook posts and Tweet to them. Remember, once the video is published on your site, you can send traffic to it over and over again.

 

21. Link to your videos in your email newsletters. This will earn a few views and possibly a few shares, too.

 

22. When you’re ready to take your video marketing to the next level, make the investment in a quality camera and microphone. Keep the projected growth rate of video marketing in mind and consider it an investment in your practice.

 

23. Consider professional videographers. Producing a professional video used to be out of budget for most small businesses. Technology has changed that. Now, a three minutes video can be produced for as little as three thousand dollars. Best of all, many of these firms include promotion.

 

This list isn’t everything one needs to know about creating video content for growth purposes. The body of knowledge in this area is in fact quite large. But these 23 tips are enough to get you started. Video as a marketing tool is here to stay. That’s a fact. The sooner you embrace it, the sooner you’ll reap the rewards.

You can see examples of video marketing on our Instagram page which features videos from various practices utilizing Alma’s devices. Once you try out video marketing, you can be featured on our page as well. Keep us in the loop and let us know if you have any questions.