Have you been struggling to find the exact right tone for your business’s marketing? Does it feel like what you’re doing doesn’t quite connect with your customers? Or, alternatively, do you look at your branding and/or marketing and think: “I’m not sure that’s how I want us to be perceived?”
That feeling may be more common than you might think.
Your branding should be in everything from your biggest marketing campaign to your most recent tweet. That said, it can be all too easy to lose track of the best messaging for your company.
Through our digital marketing agency, we work with many different plastic surgeons. The branding and marketing for their industry may be unique. That said, there’s plenty that can translate to your company should you feel like you’re “in a rut.”
Transparency is a crucial part of plastic surgeon marketing.
Plastic surgery, done right, can boost a person’s confidence exponentially. With no exaggeration, it can dramatically improve a person’s life.
That said, it can also be painful, too.
Some procedures may have a lengthy and uncomfortable recovery period.
Additionally, not everyone, even after a successful operation, may look like a model.
Worse, there is any number of unscrupulous plastic surgeons out there. They would take advantage of someone, taking their money and genuinely harming them.
So, the plastic surgeons we work with know the importance of transparency, of being as open and honest as possible.
That means making sure that there are legit “before and after” videos, photos, and testimonials.
Speaking of the latter, there are plenty of those on the site, too.
That way, regular folks can see other people going through the same things that they are.
Of course, the commitment to transparency goes far beyond just videos and images.
Content, in blogs and service pages, explains everything about each operation.
There, potential patients can see exactly what the procedure, as well as the recovery process, will entail.
By being as open as possible about every aspect of the operation, our clients gain trust.
Now, your business may not be quite as invasive and sensitive as plastic surgery, but there’s a lesson here.
Rarely is “more transparency” a bad idea.
Particularly in our modern digital age, making your company more transparent can help you to make a stronger, more human connection. Thus, it can be that much easier to turn “prospective customers” into “customers” for good.
The plastic surgery industry has to walk a fine line, so to speak, when it comes to positivity.
If someone’s research a plastic surgeon, odds are that there’s something about themselves they would like to change.
However, “fear-based” marketing with plastic surgery is a major turn-off, potentially even being ghoulish.
So, a great brand for plastic surgeons, we’ve found, is some version of: “you’re already beautiful, we can just help to unlock more of your natural beauty.”
To go back to the theme of transparency, our clients do typically mention that, after a procedure, it would behoove you to live a healthy lifestyle. That means eating right, exercising, taking care of yourself, and so forth.
Pointing out that there’s nothing wrong with getting plastic surgery, that even those who really have gotten “in shape” may not have “gotten thinner” still counts as a form of positive messaging.
For the most part, positivity in branding works. Sure, that may not hold true for all companies at all times. But, when at crossroads, where you have to make one choice or the other, choosing positivity is usually the better bet.
For more help with growing your business, you can reach our digital marketing agency at (888) 477-9540.