The American Society for Aesthetic Plastic Surgery (ASAPS) reports an increase of 147% in the number of cosmetic procedures performed by members since 1997. The same report also notes that plastic surgery advertisements are more necessary than ever.
“This market is consumer-oriented, relying heavily on advertising for survival amid the increasing provider competition.” (ASAPS)
Whenever a medical professional hears the word advertising, thoughts of huge financial investments immediately come to mind. But Internet marketing has changed the playing field. One inexpensive and highly effective method to place plastic surgery advertisements is through an effective use of Twitter.
Many medical professionals are just now beginning to understand that Twitter can be a powerful tool for attracting web traffic. Unfortunately, a good number fail to understand what makes for an effective Tweet. If you want to develop your online presence through Twitter, it is essential to learn how to effectively write content created with this unique social media platform in mind.
The worst thing you can do is flood Twitter with weak or meaningless messages. Don’t Tweet too often or send too many within a short space of time. Doing so will clog up your followers’ feeds and can cause them to unfollow you. Here are a few things to remember when using Twitter to place plastic surgery advertisements.
Learn Some Twitter Basics
Before you begin using Twitter for marketing purposes, learn what the main ways of promoting your practice are. Familiarize yourself with Twitter etiquette and refrain from spammy behavior like sending regular automated messages. A few Twitter basics include:
- # Hashtags – Using the # sign followed by a word enables Twitter users to group tweets by topic, making it easier to search particular subjects and find related messages to what you’re talking about.
- @ Messages – These include @reply or @mention and are useful ways to exchange public messages with individual users. Start a message with @username of the person you want to reach and it will automatically link to their account.
- #FF – Stands for “Follow Friday” where Twitter users can recommend other accounts that people should follow on Fridays. To suggest an account others should follow you just tweet their @username with the hashtag #FF.
- RT @example – A Retweet is when you repost another user’s message. Retweeting is how Twitter users share interesting tweets from the people they are following.
Do a Twitter Search
Before you advertise a special through Twitter take some time to research keywords and phrases that are already a part of the conversation. You can even set up a RSS feed to gather these search results automatically in Google Reader. When you notice trends in tweets about a procedure you are considering advertising you can become a part of that conversation long before your campaign.
Include a Link Specific to what you are Advertising
Every tweet you send should include a link to something about your practice. Post a link to your blog, website, or Facebook page with every message. And remember to shorten those links using a service like bit.ly, or tinyurl. This leaves room for other content while still being able to link to the place you want to funnel visitors. Services like bit.ly also provide analytics which give you a great return for a little effort on sending a Tweet.
The best plan for using Twitter in placing plastic surgery advertisements is to create a landing page specific to that advertisement. Rather than point people back to your home page, provide them with a link that lands them on a page that only contains information about the special along with a sign up form of some kind. By using the analytics provided with a short link service like bit.ly you can instantly monitor how much interest is being generated and make adjustments if needed.