In 2019, millennials became the largest living generation in the US according to the Pew Research Center. The size of this audience makes them a marketing priority. You then need to learn how to market your laser clinic to millennials and ensure you tap into that very profitable segment.
Millennials are not like the previous generations. They spent their childhood without internet. However, as digital developed and shopping behavior changed, they now spend a lot of their time online. Therefore, traditional marketing techniques, especially when it comes to marketing your laser clinic, will not work.
Depending on who you are trying to attract to your local laser spa, techniques and platforms will vary. As far as millennials are concerned, it is digital marketing that works best. If you are unsure what that means, head down below for our top tips on how to market your laser clinic to millennials.
1. Prioritize your online audience
Millennials are online. They are the digital nomad generation. Therefore, upon searching for a laser clinic, they will ask Google. Thus, the beginning of their patient journey happens… online. While 74.6% of patients have looked online for a medical practice, we can assume the number is fairly similar for laser hair removal.
Upon performing a search query on Google, they will have a lot of options. It is important that your laser clinic is one of those options. That is why you need a website which will act as a source of information about you and your services.
However, having a website is not enough. Competition is tough and standing out can be tricky. Ranking high in search results will be too. Therefore, you need to find other ways to increase your online visibility. For example, setting up a Google My Business profile will help boost your online visibility.
You can also work on your website’s SEO and backlink profile to ensure it has a strong authority and will rank higher in search results. You may submit your website to business directories or work with authoritative blogs in your industry.
2. Modernize your website
Having a website is not enough to market your laser clinic to millennials. They are a tech-savvy generation and do not like slow-loading or messy websites. Not only must your site be well-designed, user friendly, quick to load and include helpful information, it also must be responsive.
A lot of millennials shop from their phone or tablet. Therefore, it is crucial that your website is mobile-friendly. 93% of millennials own a smartphone. 53% are likely to bounce of your website if it takes more than 3 seconds to load.
The content must be mobile-friendly. i.e. compressed images, short sentences, small paragraphs. If your laser clinic offers online shopping like Infinity Laser Spa and Spektrum Laser Spa do for example, the experience must be smooth. The purchase journey should be quick and easy to follow. Payment options must be mobile friendly as well.
Indeed, having to enter your payment card details on your mobile is tedious. A website offering payment solutions like Paypal and Apple Pay makes shopping much more convenient and will increase conversion rate. So will payment options such as Quadpay. They indeed divide the payment into four installments.
3. Reach millennials on social media
As a small business, it is important that you have a social media presence. A good social media strategy will help attract more patients to your clinic. Even more so when you are trying to market your laser clinic to millennials.
According to the Pew Research Center, 88% of millennials aged 18 to 29 years old use at least one social media channel. They also spend on average six hours per weeks on social media. Being active on social media can help you reach millennials at the beginning of their patient journey through to the end.
Social media has many advantages that small businesses need to keep in mind. First of all, the cost is low while the return is high. 92% of marketers say that social media has increased business exposure, even when spending as little as six hours a week on it. Social media can increase exposure on Google with multiple links displaying your user name showing in search results.
Social media is great to market your laser clinic to millennial because you can reach new audiences easily, increase customer retention and loyalty. You can also use your channels for customer service and give customer direct access to you should they need it.
4. Offer online booking
Millennials hate phone calls. They will do anything not to call someone or pick up the phone, especially if they do not know the caller. Emails are their preferred way of communication at work. This goes for bookings as well.
If it can be an email or can be done online, why waste time giving a call or hosting a meeting? Good point. Depending on the booking system you are using, you may be able to integrate it to your website. Thus, patients will be able to see current availability online.
Giving Millennials the opportunity to book their appointment online aligns with their preferences. It makes their customer journey smoother and more satisfying. Plus, it is a good way to differentiate yourself form the competition.
Who knows, the main reason why a particular patient booked their appointment with you and not another laser clinic may be because of your online booking system. Indeed, according to Accenture, 40 percent of Millennials say they’re more likely to choose a provider that offers the ability to book, change, or cancel appointments online.
5. Use influencer marketing
Millennials are the influencer marketing generation. They are the first one that got onto social media. Those early adopters gathered large amount of followers that trust them and listen to their recommendations. Therefore, working with influencers can not only increase trust in your brand, make it more credible but also boost revenue.
There are plenty of different ways to work with influencers. One thing you must remember is that return on investment is really high. For $1 spent, influencer marketing generated $5.78 in 2019. ROI is eleven times higher than that of display advertising.
60% of customers are influenced by social media when it comes to making a purchase decision. A whooping 86% of women prefer to turn to social media for purchase advice. 60% of people claimed they found new products to buy thanks to Instagram. Even when it comes to in-store shopping, 60% of consumers have been influenced by social media.
Therefore, if you want to market your laser clinic to millennials, and considering the statistics, it makes a lot of sense to use influencer marketing. It has a fairly low cost for a high return and produces better results than traditional advertising.
To market your laser clinic to millennials, you need to step away from traditional marketing methods. As they spent most of their time online, their customer journey will also take place there. That is why you must adapt and use the marketing tools most likely to help you reach them. Those include a mobile-friendly website, online shopping, using social media and working with influencers.