Industry Spotlight – Aesthetics & Beauty Clinics

I’m Joe James, a marketing coach based in Portsmouth, working with SMEs across Hampshire. Each Industry Spotlight distils what works in a specific sector, marketing-first (offers, customers, proof), then how to express it online (website, social, email). No jargon, no hype, just practical steps you can run next week.

Today’s spotlight is:

Aesthetics & Beauty Clinics

1) Commercial Goal (90 days)

Focus on one outcome so the team knows what “good” looks like.

• Fill weekday diary with higher-value treatments (e.g., skin rejuvenation packages). Target: +20 bookings.

2) Ideal Customer Snapshot

Define the buyers you want more of so you can speak directly to them.

• Women 28–55 within 8–10 miles; triggers: events/seasons; objections: “natural look,” trust, downtime; decision-maker: self; prefers online booking.

3) Where They Look

Choose channels they already use, don’t fight behaviour.

• Google: “skin clinic Southsea”, “Botox near me”.
• Instagram: before/after, reels.
• Local FB groups; friend referrals; salon/fitness partners.

4) Messaging Pillars (3–5)

Repeat these everywhere—homepage, GBP, social, email.

• Value: Natural-looking results that fit real life.
• Proof: ★★★★★ Google reviews + current before/after gallery.
• Process: Consult → personalised plan → gentle treatment → 2-week check-in.
• People: Clinician-led, same practitioner each visit.
• Purpose: Integrity first—we’ll say “not needed” if it’s not right.

5) Local Quick Wins (This Month)

Low-effort actions that move the needle fast.

• Add 10 new photos to Google Business Profile: post one FAQ weekly.
• Create a “[Treatment] in Portsmouth” page with proof + sticky book button.
• Run two partner shout-outs (hair/bridal/fitness) with a simple referral code.
• Ask for 8 reviews after happy moments; reply to all.

6) 90-Day Focus (Do less, better)

Pick a cadence you can keep—consistency beats bursts.

• Primary: Google (GBP + local SEO) and Instagram (2 posts + 1 story reel/week).
• Secondary: Monthly email: one tip, one proof, one offer.

7) Metrics That Matter

Measure the pipeline, not vanity.

• Enquiries → consults → bookings (by service/channel).
• Reviews: count + average rating.
• Instagram saves/clicks; GBP calls/directions.

8) Common Pitfalls

Avoid the traps that waste effort.

• Generic posts without proof; outdated galleries.
• Hidden/slow booking on mobile.
• Discounting instead of packaging outcomes.

Need a calm, working plan?

I help owner-led SMEs build a plain-English strategy and a 90-day plan they can actually run, no hype, no pressure.

se4rch.co.uk/marketing-coaching-services

#IndustrySpotlight #Portsmouth #HampshireBusiness #SMEGrowth #LocalSEO