When it comes to mastering Instagram, the most successful brands know there’s a 3-part formula to success:
- Create beautiful posts that are works of art
- with captions that excite and engage
- to curate a feed that showcases your brand and attracts the right followers (the kind that buys).
In this article, we’re going to cover how to plan your Instagram posts so you’re creating a beautiful feed, while still using visuals that sell your services and creating posts that encourage followers to become paying patients. There’s often a bit of a challenge inherent in achieving that balance for cosmetic injectors and plastic surgeons because a lot of your content (videos and images) will include large swaths of a particular medical blue that doesn’t necessarily create a unique brand feel, since this same blue is in nearly every provider’s feed. So how do you avoid a sterile, clinical feel and instead connect with potential patients through an aesthetic that’s beautiful?
Quality Over Quantity: How to Attract Paying Patients with a Beautiful Instagram Feed
Curating a Branded Feel
Your brand needs to have a unique look and feel to it. This brand feel should echo across all of your platforms – your website, Instagram, Facebook, Yelp, Google Listings, RealSelf, the emails you send to patients, your business cards – everything. The more consistent you are, the more trust you build. A solid, consistent brand says, ‘you can trust this is who we are and what we stand for.’ However, creating and sticking to a single look and feel is difficult for novice marketers and junior social media managers. They often get swept up in trends and fads. And it can be difficult to articulate your brand if you’re not a branding specialist. You might know exactly what your practice is about, and who you serve, but if you can’t get the person managing your social media to understand your vision and brand, then it will be nearly impossible for them to communicate it clearly on your behalf.
However, creating and sticking to a single look and feel is difficult for novice marketers and junior social media managers. They often get swept up in trends and fads. And it can be difficult to articulate your brand if you’re not a branding specialist. You might know exactly what your practice is about, and who you serve, but if you can’t get the person managing your social media to understand your vision and brand, then it will be nearly impossible for them to communicate it clearly on your behalf.
For this reason, I think it’s helpful to create feed image collections when I start working with a new client, so we can be clear about the direction we want to take. Full feeds of posts are also provided in advance for review by the practice before they are posted.
Catch Their Interest With Photos, Build Trust With Captions
The goal of your Instagram photos, videos, and boomerangs should be to catch the interest of anyone who scrolls by. When you use a multi-post option, you’ll want your first image to be the most intriguing, since they won’t swipe to see the rest if you can’t get them to stop scrolling and interact with your post. When they do decide your image or video is worth checking out, they’ll start to read your caption. This is where you have the opportunity to WOW them with your unique point of view.
“All things equal, people will do business with, and refer business to, people they know, like, and trust.” – Bob Burg
To use your captions to build trust, focus on these key types of content:
- Educational posts that offer tidbits about your unique techniques and skills help build you as an expert authority
- Sharing personal stories helps patients connect to you as an individual and get to know you
- Sharing your story of the journey to become the provider you are today helps patients feel they can trust you to care deeply about them
- Transformational and testimonial stories from your patients will help solidify that you are the expert you portray yourself to be – this is called social proof
Get in Front of the Right Potential Patients with Hashtags and Interaction
Once you’ve got good images and great captions, you can scale your marketing efforts on Instagram by getting your posts in front of more users using a two-pronged approach:
- Use up to 30 hashtags per post to get your posts into the hashtag feeds that your ideal target market uses
- Use interaction (comments, likes, and follows) to get the attention of your ideal target market
There’s a right way to do this, and then there’s the automated bot game that will ruin your credibility with the exact audience you’re working to build. The days of “set it and forget it” with Instagram are over. To build a return on this investment, you need to invest time and effort to build real, human connections. You are a small business, that relies on a community, so you need to remember that here.
Instead, create an ever-changing hashtag pack that you’ll test and change for each post, including geographical tags, ideal client tags, procedure/product specific tags, and some generalized large traffic volume tags in a mix. Creating 1-3 branded hashtags that you use for similar posts and ask patients to post to will also allow you to create unique feeds and experiences for potential patients who are vetting you on Instagram, and can serve as a way to build a true community on Instagram.