Driving Business to Your Practice through Social Media

social commerce for aesthetics practices

The Evolution of Social Commerce

Social Commerce
Most people know that social media can help your business connect with customers, improve your search engine results, and expand awareness of your brand. But you may not be aware that social media is evolving rapidly, with new features being rolled out at a mind-blowing pace—features that blur the line between social media and ecommerce. A successful social media strategy requires more than just simple posting.

With 87% of customers saying that social media helps them decide what to buy [from MarketingProfs’ Social Media as the New E-Commerce Platform Infographic], any business selling products or services can’t afford not to take social media, and social commerce, seriously. Over the past couple of years, social media has become more than a place where people find guidance and inspiration for what to buy, but a place where they actually launch their shopping.

The best way to realize a return on investment in social media and see a positive impact on your practice is to take advantage of the latest interactive and commerce-friendly features that are available today. The foundation of your success is an ecommerce site that is the engine making all of these features work, to which you are directing your social audience.

Wikipedia offers a definition of social commerce as the use of social networks in the context of e-commerce transactions. While some define it much more narrowly as the ability to purchase from a company within the native social media experience, most consider social commerce in the broader sense, referring to the general concept of online media that supports social interaction and engagement with a brand, incentivizes customers to interact on a website and talk about a brand, and offers customers tools to research, compare, obtain social proof, and ultimately purchase online.

Social Media has become a gateway to ecommerce.

social media shopping
As social media has evolved, the way marketers are using social media is changing right along with it. With the top social media platforms each offering their own version of “buy it” buttons, shoppable posts, product tagging and pricing, and more, “the days of brands using social platforms for only top-of-the-funnel hype are long gone,” says business intelligence and research firm, Gartner L2. “Every new feature brings another layer of commerce capability to the grid,” driving the transition of social platforms into powerful tools that facilitate transactions with a swipe, click or tap.

How does social media shopping work?

Facebook

product tagging in social media posts
With the bulk of the social media market share—representing over 2 billion monthly active users—Facebook dominates as a source of social traffic and sales. The social media behemoth constantly reinvents its commerce-related features, upping the ante with new and improved features seemingly every other week. Facebook offers on-page shops, product tagging in posts, and enhanced advertising features that help you target shoppers with precision.

You can build a Facebook shop that more-or-less mirrors your online store, with categorized products and services that have add to cart buttons that take the user directly to your online store for purchasing. Product tagging offers even more flexible and creative ways to drive organic product discovery, allowing products to be tagged in any of your posts. When you tag products in your posts, the post will display “Products Shown” or “Featured Products” depending on whether you’re on a desktop or using the Facebook mobile app. A simple tap on the product shows product information and pricing, and takes the user to the product or service on your online store.

With the highest conversion rate for all social media ecommerce traffic, it’s no wonder brands large and small are using Facebook to organically connect their social audiences with ecommerce.

Instagram

Instagram shoppable sposts
Instagram is the fastest growing social media platform today, representing a huge opportunity for you to drive your audience to your online store’s products and services. Until recently, only certain brands and those willing to shell out budget for advertising had the ability to directly link to their website or online store from Instagram posts. However, the roll out of Instagram shopping, shoppable posts, and Instagram Stories has quickly moved Instagram into the top position as the hottest social platform for commerce.

Instagram shop Kybella post Warning: You can’t just insert a link in your standard Instagram post caption. Such links are not clickable and will go nowhere. However, with an integrated product catalog through a Facebook Business Manager account, product tagging and shopping in Instagram become easy.

The shoppable Kybella Consultation post shown here was achieved with a linked product catalog in Facebook, which is generated from the practice’s online store from DermPRO. The shopping bag icon indicates that there’s something purchasable, and a simple tap on the image displays the price. Another tap takes the user to the Kybella Consultation on the Instagram shop where additional images and information are available, and one more tap leads to the purchase page on the practice’s DermPRO store.

Interesting Fact: Instagram leads in Average Order Value for social commerce at $65, followed by Pinterest at $60 and Facebook at $55.

Pinterest

Pinterest Rich Pin Features
Pinterest has always been an important social platform for ecommerce. The user base is smaller than Facebook’s but Pinterest serves more as a discovery and save tool than a social interaction tool, which makes it ideal for targeting buyers. In fact, 93% of active pinners say that they use Pinterest to plan for purchases.

Pinterest is a powerful vehicle for driving traffic to your online store and, more importantly, converting that traffic to sales. According to a study by social marketing company Piqora, each pin generates $0.78 in sales on average. Further, pins with a price—Rich Pins—have a 36% higher chance of being liked. The key to social commerce in Pinterest is Rich Pins.

Rich Pins show certain metadata right on the Pin itself, giving pinners a richer experience and increasing engagement. Rich Pins are dynamic and interactive, and in the case of the product pins you can do from your online store, they automatically update prices as they change in your store. Pinterest guidelines indicate that Rich Pins as well as properly formatted images will help your pins rank higher in Pinterest and be seen by a larger audience. The Volbella Rich Pin shown in the above image has over 6,500 impressions. If you’re going to do it, do it right!

A few tips for pulling it all together

  1. Plan ahead with a posting calendar. Posts should incorporate diverse topics of interest to your intended audience. Your social posts should focus on your audience and their needs.
  2. Do your hashtag homework. Define—and stick to—a hashtag strategy that will help you extend your reach and grow your fan base. Careful… Hashtag protocol is different for each social platform.
  3. Take the time to make high quality graphics. The importance of quality images can not be overstated. Quality images are not only going to attract more followers, but in the case of Pinterest, will increase the rank and impressions of your pins. Now more than ever, social posts are highly visual and require attractive graphics that will stand out from the crowd. Each social platform has its own guidelines for image sizing and design. DermPRO applies our professional graphics designs to ensure that your social posts are formatted properly for optimal viewing on each social media platform.
  4. Include interactive features and content that enable purchasing from a simple tap or click. By linking Instagram posts and stories, Facebook posts, and Pinterest Rich Pins to commerce-enabled pages where purchases can be made, you will establish direct connections between your social content and commerce.

Need help pulling it all together and enabling these powerful commerce-related social media features? Fill out the form in the sidebar of this page to learn more about how DermPRO can help.

Social Media for Dermatologists and Plastic Surgeons

Social media is increasingly essential to marketing success for any company today. Yet many aesthetics practices find themselves without the needed in-house resources for social media success, and are missing out on this important tool for growing their business. Marrying our aesthetics-industry-leading ecommerce services with the commerce-friendly features of social media, DermPRO is helping dermatologists and plastic surgeons extend their reach to audiences who might never have found them otherwise, and helping convert those audiences with interactive social content that makes purchasing easy.

Learn more about Social Media Posting services from DermPRO by submitting the simple form in the sidebar of this page.

Your Patients are Shopping Online

woman shopping online

Understanding Online Shopping Behaviors

woman shopping online

Kate, an average 54-year-old, is sitting comfortably on her sofa on a typical Friday evening, catching up on her emails on her iPad while watching a TV drama series on Netflix. One of the emails she reads is a promotional email from her dermatologist, offering a 4-day flash sale on dermal fillers. She has been contemplating having another Restylane® treatment, and this sale was just the incentive she needed to do it. Combined with the Reward Points she knows she will earn by purchasing online, she feels great about the good deal she’s getting. She clicks the Shop Now link in the email, and completes the purchase on the practice’s online store. While there, the cart shows a recommended sunscreen, also on sale, so she goes ahead an adds that to the purchase as well.

Oracle recently conducted a survey of US consumers, and published results in ONLINE OR IN-STORE? Exploring the shift in shopping behavior. Not surprisingly, the study found that ecommerce is growing, with all consumer demographic groups taking advantage of multiple shopping channels. The National Retail Federation predicts ecommerce will continue to grow at a rate of 8-12% every year.

Shopping Options

According to the study, “Consumers now use multiple channels to shop, including online shopping websites, mobile, social media and in-store—and they dip in and out of these channels at will.” Offering an omni-channel experience to customers helps small businesses stay relevant and competitive in a consumer-driven world. As an aesthetics provider, offering your patients the convenience of multiple channels for making purchases and engaging with your practice will help you retain your patients and increase the lifetime value of each patient.

Who Shops Online?

While a lot has been made in the media about the online habits of Millenials, the Oracle survey, which broke down results by generation, found that Baby Boomers—those who are currently age 54 to 72—are the consumers with the highest percentage of weekly online-only shoppers compared to other generations. This is consistent with other studies, such as the State of the User Experience report from Limelight Networks, a content delivery specialist, which found that 50% of those aged 52 to 70 spend at least 11 hours a week online, compared with 42% of millennials.

According to Forbes, “A lot of that online time is spent spending. One in four people aged 55 and older shop online, according to a report by BI Intelligence, a research service from Business Insider.”

Another factor in online shopping is income. Those with income over $100,000 represent the highest percentage of weekly online-only shoppers compared to lower income consumers. “Higher earners tend to shop online more often and are likely to be less cautious about shopping for non-essential items,” the Oracle study found.

Impulse Buying

People who shop both online and in-store weekly overwhelmingly do more impulse buying. “It’s no real surprise that those who frequent both channels – and likely enjoy shopping more in general – are most open to making impulse buys.” What is impulse buying? It’s the buying of goods without planning to do so in advance, resulting from whim or impulse. Psychologists explain that this behavior generally stems from a fear of missing out, as well as loving a “good deal.”

online shopping treatment on sale

With targeted and personalized email messages to your patients, you can make it easy for those who are inclined to shop online to enjoy the benefits of buying when it’s convenient for them, whether it is a planned purchase of a product or treatment that they have been wanting to get, or an impulse purchase due to a deal they just couldn’t pass up.

Find out how ecommerce can help you cater to your patients’ shopping habits, and increase your revenues today.

Complete the Demo Request form on this page to learn more.

Memberships Are Not Just for Medspas Any More

memberships for dermatologists

Why are so many aesthetics practices, including dermatologists and plastic surgeons, embracing memberships as a marketing strategy today?

Benefits to the Patient and the Practice

Aesthetics Memberships and clubs allow your patients to fit their ideal cosmetic treatments and skincare products into a fixed monthly budget, which increases patient loyalty as well as your revenues. An aesthetics membership program creates better results for your patients because they are receiving regular treatments, and better results for your business because you have regular revenues from repeat customers. In short, skincare memberships can transform your practice with many benefits including increased visits per patient annually, increased revenue per patient annually, and higher patient satisfaction.

Memberships are growing in popularity in part due to the many benefits they offer the patient, for example:
•   Convenience for the patient who is looking for the skincare and beauty benefits that come from regular treatments
•   Savings for the patient compared to purchasing the products and services individually
•   Helps the patient to maintain a regimen with the convenience of one low monthly payment that they can fit into their budget.
•   Programs that include exclusive member benefits and member-only specials can make the patient feel appreciated and special.

Aesthetics Memberships online banner

Memberships are a win for your practice and a win for your patients, with proven impact on both patient satisfaction and spending.

Tips for Making It Work

If you’re ready to dive in to memberships, there are a few things you should consider.

Articulate the Savings

Make sure the membership offers a quantifiable savings that you can articulate to your patient. Most patients will want to realize savings immediately, so a monthly fee that is lower than whatever service the patient can receive in the first month is a great start.

Offer a Variety of Plans

Successful programs usually offer multiple membership plans so there is a plan for every budget. Having more expensive plans makes less expensive plans more appealing, so a stepped plan (i.e. gold, platinum, and diamond) can work well. A powerful strategy is to offer targeted plans that provide attractive benefits for each patient type and interest. For example, a membership for BOTOX® savings, a membership for monthly HydraFacials®, another membership for regular chemical peels, etc. A great example is what top cosmetic dermatologist Dr. Eugene Nowak has implemented at Nowak Aesthetics in San Diego.

Don’t Forget to Market the Program

When it comes to marketing your memberships, you’ll want to utilize professionally designed banners and landing pages on your website and email communications to members. If you have an online store, you can not only market and sell the memberships online and automate the monthly payments, but you can ensure your members receive their member benefits online, including discounting and free shipping for members.

aesthetics membership landing page

DermPRO helps our clients by leveraging the online store to implement professional, patient-friendly and successful membership programs. We offer a variety of features that practices may select from, including:
•   Online member discounts on products and treatments
•   Additional benefits like free shipping on all orders
•   Membership landing page
•   Ongoing member group management and pricing adjustments for sale items as needed
•   A banner promoting your Membership on your store
•   Blurb about Memberships in your monthly promotional email
•   Custom email series for communications with members
•   Remarketing email series to promote your memberships to your patients
•   Collateral pieces to promote your memberships in-office and via shipping inserts
•   Member-Only Specials
•   Integrated Loyalty Program
•   Customer Segmentation Analysis with invitation to key customers

Find out more about how DermPRO can build your online store and configure, manage, and market a membership program for your practice. Memberships are a growing trend right now, and we have some exciting packages available for promoting and marketing memberships. Contact us for more information by filling out the demo request in the sidebar.