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Branding vs. Direct Marketing for Aesthetic Practices

As a practice owner, you want to see your business grow and be as successful as possible. Branding and direct marketing are two important tools to help you not only achieve growth but also help with predictability.

Branding

In today’s world, branding is about creating valuable educational content for consumers who may have an interest in your procedures or services at some point in their lives. By teaching consumers about your brand, they will better understand the purpose and mission of your practice, as well as start to recognize it. Brand recognition includes things like identifying the practice logo and recognizing your face as the practice owner.
"By using both branding and direct marketing, you help create consistency and predictability, which will help maximize profits."

Direct Marketing

Direct marketing is about generating leads. Direct marketing puts something into the marketplace to advertise your business, and in return, prompts a call-to-action by the consumer, such as providing their first and last name, an email address, phone number, procedure of interest, etc.

How Branding And Direct Marketing Work Together

To maximize the growth of your practice, it is imperative to utilize both branding and direct marketing as part of your overall strategy.

Branding and direct marketing work together like a funnel. Branding, which is at the top, reaches people who may be interested in your procedures or services at some point in their lives. It could be tomorrow, next week, or even in a few years, but it’s important to reach them now.

Branding strategies, like public relations and social media (Facebook, Twitter, Instagram, Snapchat) campaigns, are important in helping individuals recognize your practice. Branding feeds the funnel into direct marketing campaigns.

Direct marketing campaigns are about lead generation. Websites and paid media are two great examples of effective direct marketing. When someone lands on a website, it gives the business owner a strong call-to-action opportunity. The person who is viewing your website is at a point where they are ready to make a decision about whether or not they want to see you as a service provider in the aesthetics industry. Your job, as a practice owner, is to get them through the website and to complete the call-to-action by providing a name, phone number, email address or procedure of interest.

Another direct marketing strategy is paid media. Through paid media, you can target specific individuals online, either through the keywords they’re looking for or the content they’re viewing. This drives them to a high-converting direct marketing page, which generates leads for your practice.

By using both branding and direct marketing, you help create consistency and predictability, which will help maximize profits.