Not so long ago, marketing was considered more of a formal transaction: create need, garner interest, make sale, move on. But thanks in large part to digital marketing and social media, it’s far easier to stay in touch with your customer and at the same time, cultivate a relationship with them. In fact, these days we can follow our teachers, doctors, lawyers, aestheticians, politicians and so on just as easily as we can our friends and family. That may have seemed strange several years ago—but not anymore.
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Not so long ago, marketing was considered more of a formal transaction: create need, garner interest, make sale, move on. But thanks in large part to digital marketing and social media, it’s far easier to stay in touch with your customer and at the same time, cultivate a relationship with them. In fact, these days we can follow our teachers, doctors, lawyers, aestheticians, politicians and so on just as easily as we can our friends and family. That may have seemed strange several years ago—but not anymore.
And while we might not consider posting funny job stories on Instagram, or sending texts and emails to customers “just to stay in touch,” they are some of the most effective forms of marketing in the history of marketing. Maybe your company has a sales department (though many smaller companies do not) but either way, there are dozens of ways to build your business without using sales-y pitches and expensive print materials. Let’s dive in!
What is Marketing?
Basic marketing is anything used to create awareness about you and the products/services you offer. Good marketing also emphasizes the customer’s interests—they’ve got a need and you’ve got a ready solution. But excellent marketing takes it a step further, conveying your point of difference, passions and goals while creating a story that helps you stand out from the crowd. You offer something special that the customer simply cannot duplicate elsewhere.
Your Elevator Speech
If you’ve ever attended a marketing seminar, you’ve probably heard the term “elevator speech.” It’s also a form of marketing—a 30-second speech that you share with others about yourself (30 seconds being the amount of time it generally takes to ride in an elevator with a stranger). That’s just long enough to intrigue someone about what it is that you do, without losing their interest. I encourage students at my seminars to hone their own speech. Write it down and practice it until you can deliver it in 30 seconds, hitting the top 2-3 points you’d like others to know about you. I promise you, it will become second nature and you’ll never miss another opportunity to market yourself—for free.
Related: Money-Making Marketing Strategies
A Few Notes on Social
Just like bringing your elevator speech wherever you go, bring a verbal invitation to follow you on social media. Even if you’ve just met someone at a business or social gathering and you’ve shared a pleasant conversation, ask them to find you on social and do the same for them. I can’t tell you how many times over the years I’ve been direct messaged by a potential employee, student or customer asking me for information about the medical aesthetics industry, job placement, networking, friendship—you name it. The key to building followers is writing interesting (i.e., content driven, informational, entertaining) posts on a frequent basis (preferably daily) to keep your network engaged.
While today’s version of marketing is very different from even a decade ago, the opportunities to connect with potential clients (and friends) is tremendous. Use it to your advantage. Now, go write that elevator speech!
Louis “The Laser Guy’s” Three Additional Tips for Magical Marketing:
- Don’t forget your client testimonials! What better way to market yourself than sharing rave reviews on your website, social media, print materials, emails, etc.
- Put yourself out into your community—run/walk a charity race (don’t forget to wear a company logo), host a wine and cheese party for a good cause, sponsor a table at a fundraiser (or donate products and services to a silent auction, etc.)—get your name out there.
- Always remember the power of video and photos when posting on social media—they tell so much more about you and your vibe than written content alone.
Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, Dallas, Texas, and Oakbrook, Illinois, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at [email protected] and followed on Instagram @ louisthelaserguy.
