Creating a marketing strategy that effectively targets local customers is a vital key to success for any plastic surgeon. However, figuring out what works well and what doesn’t is often a tedious and costly process of trial and error. To streamline this process and achieve winning campaigns more quickly, knowing how to analyze your marketing data is essential.
With the power of analytics, plastic surgeons can take a data-based approach to optimizing their marketing strategies. To help you get started using your marketing data to fine-tune your campaigns, here is everything you need to know about marketing analytics for plastic surgeons.
Understanding Local Customer Behavior
The first key to reaching clients in your area is to understand them. That’s why the first category of data that plastic surgeons should analyze is data regarding the behavior and trends of local consumers.
Using analytics to identify local search queries, conducting focus groups, surveys, and other forms of market research, and analyzing how people in your area are finding out about your business are just a few examples of the methods plastic surgeons can use to better understand their clients. And once you have a solid understanding of what your clients’ preferences, pain points, and behaviors are, creating marketing content that’s tailored to them becomes much easier.
Set Goals and KPIs
Measuring the results of your marketing efforts is great, but measuring those results against predefined goals is even better. When you set goals and KPIs for your marketing campaigns, it’s a lot easier to analyze their effectiveness and impact on your business.
Setting goals for your marketing campaigns will help keep those campaigns aligned with whatever it is you want them to accomplish. If your goal is to get more online reviews, for example, you can set this as your goal and then structure your marketing efforts in a way that’s designed to achieve it.
As for the KPIs you can set to measure the results of your marketing campaigns, there are a bunch of different ones. KPIs like the number of check-ins per month, cost-per-lead, photos uploaded to Google Business Profile, and number of new reviews are just a small selection of the KPIs plastic surgeons can use to make their marketing efforts more measurable.
Track Local SEO Performance
For businesses such as plastic surgeons that rely on in-person visits from clients rather than selling products or services online, local SEO is crucially important. But what is local SEO, and why does it matter so much?
Local SEO is the practice of making your business’s website or listing appear higher in the search results for local searches. If your clinic is located in Boise, Idaho, for instance, then you want it to show up as high in the results as possible anytime someone in or near Boise searches things like “plastic surgery near me” or “plastic surgery in Boise”. And local SEO is how you make that happen.
Like any marketing strategy, it’s important to track the results of your efforts to boost local SEO. With local SEO analytics for plastic surgeons, you can implement a data-based strategy for improving your business’s local search result rankings. Using a tool like Google Analytics to monitor your local search rankings is a good place to start, but you can also use strategies like measuring organic traffic and performing a competitor analysis.
By tracking local SEO analytics for plastic surgeons, you can adjust your tactics based on what your data is telling you. Things like identifying high-performing keywords and content and pinpointing what’s working well for your competitors will help you fine-tune your approach to local SEO so you can grow your brand awareness and reach more local clients.
Analyze Client Engagement
Data on client engagement is one of the most valuable types of data when it comes to optimizing marketing efforts; when you understand what drives new clients to engage with your brand online, you can start creating content and campaigns that grab their interest and promote high engagement rates.
Monitoring client interactions on social media is one effective way to analyze engagement. It’s always a good idea to meet your clients where they already are, and you can rest assured no matter what business you are in that your clients are going to be spending a lot of their time on social media. By monitoring things like comments, shares, likes, and direct messages, you can directly measure how well your marketing efforts are working to drive client engagement.
But monitoring engagement on social media isn’t the only way to analyze client engagement. You should also analyze how clients engage with all the other marketing materials that you produce, including ads, emails, and blog posts. By analyzing metrics such as views/open rates and click-through rates for all of your marketing content, you can pinpoint the content and strategies that are driving the most engagement.
Assess Local Advertising ROI
Local advertising—whether it’s targeting online ads to new clients in your area or more traditional methods like putting an ad in the local paper—can be an effective way for plastic surgeons to reach more local clients. However, it can also be an effective way to throw a lot of money down the drain if you don’t monitor and optimize your results.
Unlike local SEO and reaching clients on social media, local advertising requires you to pay for every click and impression that you get. This makes it vital to analyze the ROI of these advertising campaigns and ensure that you’re getting more money out of them than the money that you’re putting in.
By measuring the results of local advertising campaigns, you can identify the ads and campaigns that deliver the highest ROI as well as those that aren’t ultimately worth their cost. This will allow you to allocate your advertising budget more strategically to campaigns that are sustainable and scalable.
Implement Geotargeting Strategies
When you are focused on reaching local clients, it’s essential to carefully target your campaigns and marketing strategies. If you’re a plastic surgeon doing business in Richmond, Virginia, for example, reaching people located in Texas isn’t likely to generate a lot of new business.
By leveraging analytics, you can determine where the majority of your clients are coming from, then use that data to better target your advertising and marketing campaigns. Along with making sure the right people see these campaigns, you can also use insights on where your customers are located to tailor the content itself, using things like local lingo and local events to create content that’s engaging and relevant to your clients.
By far the biggest benefit of leveraging geotargeting strategies is that it allows you to maximize your reach without wasting ad spend on viewers that are never going to convert due to their location. With precise geotargeting, you can ensure that you are only spending money to reach people who are located in your area, which results in better ROI and marketing budgets that stretch a lot further.
Make Budget Friendly Adjustments
With effective marketing analytics, plastic surgeons can make a wide range of data-based adjustments to their marketing strategies—adjustments that are designed to maximize cost-effectiveness and ROI.
Marketing analytics lets you pinpoint the demographic of people most likely to convert into paying clients, and it also lets you pinpoint the content and campaigns that are most effective at reaching them. This is a powerful combination that allows you to laser-focus your efforts on the campaigns and audience segments that deliver the most results.
Don’t be afraid to experiment and adjust your strategy accordingly. Even with in-depth analytics, local marketing is still largely a process of trial and error. By staying agile and continually striving to optimize your local marketing strategy, you can achieve continuous improvement and a marketing approach that’s effective and scalable.
Reach More Local Clients With Help From Surefire Local!
Local marketing is a powerful strategy for plastic surgeons, but only when it’s fine-tuned and optimized with the help of cold, hard data. By mastering marketing analytics, plastic surgeons can optimize all of their marketing efforts and advertising campaigns in a way that’s designed to reach more ideal clients and improve ROI.
At Surefire Local, we are experts at helping plastic surgeons plan and execute effective, data-based local marketing campaigns. If you would like to learn more about how Surefire Local can help your business reach more local clients, feel free to sign up for a free demo today!