Put plain and simply, there’s no secret as to why Instagram is so popular. They have a HUGE 500 million users worldwide. However, it’s no good having likes and followers if you cannot turn that into profitable traffic.
For example, I know a number of people who have had great success in the entertainment industry but are living off the bones in their asses! Because all they receive in the way of recognition are clothes and gifts from brands begging them to wear and post their products – not revenue. Here are 5 ways in which you can turn your Instagram fans into patients:
- Engage with your audience
We have to recognise the worldwide concept that people only care about what’s in it for them. With that being said, a little engagement goes a long way. Follow back your followers and engage in conversations in the photo comments. Be wary of being salesy or disingenuine. Instagram is all about that first contact and introducing people into your world. You might want to ask questions to your audience via private messages asking them what they want to see more of. Make sure you put your website link in the ‘bio’ section of your account. It is more than acceptable to conclude posts with a simple “if you would like to find out more about this treatment, head to our website – link in bio”.
2. Get your ‘stalk’ on
Follow your audience’s tracks. This is a great way to find out more about your potential customers. Get your ‘stalk’ on and have a look at what other pages and people they are engaging with. Chances are their circle of friends are going to have the same things in common. You might want to start engaging with them by throwing a like out here and there. As well as giving you insights into what your potential customers’ interests are, it could perhaps spark an opportunity to do a joint venture with another business or personality. This brings me to our next point…
3. Joint Ventures
Profitable ‘Instagram businesses’ are built through influencer marketing. Influencer marketing is a concept by which people are drawn toward products and services through personalities and people of influence. Do you have patients with a large Instagram following? Look for any potential where you could partner up with someone to help brand exposure whilst at the same time compensating that person in some way. Always remember to give value first! Perhaps a complimentary face peel in exchange for them documenting their experience with your clinic. In addition to this, keep your eye out for other brands that your audience engages with. For example, you could offer a $200 voucher for your cosmetic clinic through a makeup brand that a lot of your followers engage with. This helps to build more trust, exposure and social proof.
4. Always provide value first! Give don’t take
This is the most rookie mistake I see with a lot of businesses and brands trying to build their presence online. They flood their pages with taglines like ‘like us’ or ‘follow us’ or ‘buy now’ without giving anything first. They have an expectation that people are going to give a shit just because and they don’t (excuse my French but it’s the truth!). Customers only care about what’s in it for them. Always remember to provide valuable and informative content first before asking anything. Contests and competitions are a great way to build engagement because you are offering something of value to your readership. Acknowledge loyal followers too. If you notice that someone is often engaging with your Instagram page, call them out on it publicly and give thanks – maybe that’s privately or publicly its up to you. Even special offers or incentives exclusively for followers is a tremendous way to build trust. You might want to offer something like ‘free cosmetic consultations’ for your followers if booked within a certain day.
5. Share patient stories and treatments
Think of the last time you were in a shopping centre food court. We can all recall that one poor shop that has no customers. The awkwardly smiling employees and owners patiently waiting for just one person to buy from them. My heart hurts every time I walk past these places! In fact, if you just placed 3 people to stand directly out the front of this restaurant, I guarantee you they would get some business. So my point exactly. The best way to turn your Instagram traffic into real patients is to post lots of social proof – as much as you can. Post before and afters, treatment journeys, film the inside of your operating theater if you have to. Dr Tavakoli in Sydney does this very well and is killing it so check him out. Make sure you get permission first and blur out any rude parts!
There you have it. 5 ways to quickly start turning followers into patients for your practice. There are a number of tools and ideas that can be implemented to ensure you are generating profitable traffic. Feel free to flick me any questions you may have regarding building your presence online and particularly through Instagram!
Cosmetic Marketing Expert, Aesthetic Digital