Question

Topic: Strategy

How Do I Get The Most Marketing Out Of A 20k Budget?

Posted by Anonymous on 5/9/2014 at 4:49 PM ET 125 Points
I have 20k to start marketing a new, local cosmetic surgery practice. Commercial spots and website are already made. What strategies should I use to get the most return out of the 20k budget?
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  • Posted by Gary Bloomer on 5/9/2014 at 5:03 PM Member
    STOP! Where will these commercials wire and to whom? Are these posts for TV? If so, what's their goal? (please don't say "general awareness"—for your marketing budget to bring in clients you need strong calls to action. Who is your ideal client? Where are these people and who do they know?

    What's your anticipated cost per lead and how long will it take to convert those leads into paying clients? How long do you see your $20K lasting? How much of any revenue you generate do you plan on reinvesting in further messaging and positioning?
  • Posted on 5/9/2014 at 5:19 PM Author
    I probably shouldn't mention that the commercials and website are already done and not part of this $20,000 budget. I have $20,000 per month on miscellaneous marketing. This could be applied to direct mail or anything online. Possibly display ads for social media ads. Remember it's only one local area that's not much of an audience. It's way too early to establish a cost per lead but similar companies have a benchmark of $125
  • Posted on 5/9/2014 at 5:20 PM Author
    I meant should have mentioned...
  • Posted on 5/9/2014 at 5:39 PM Moderator
    In order to really provide useful information for you we'd have to deep-dive your situation. There probably isn't a one-size-fits-all cosmetic surgery marketing package that works everywhere.

    So let's start with some basics. Who is your primary target audience? Where? How familiar are they with cosmetic surgery? Do you need to do missionary work, or do you have to differentiate yourself from several other cosmetic surgeons in your area?

    How do people find cosmetic surgeons today? Do they mostly respond to ads, or do they seek recommendations from friends, or referrals from other healthcare professionals or cosmeticians?

    What is your objective for the marketing plan? How will you know if it has been successful?

    In truth, you probably need some one-on-one consulting. This is a serious undertaking for you, and you deserve the same kind of professional attention that you would provide for your clients/patients.
  • Posted on 5/9/2014 at 5:47 PM Accepted
    One element that should probably be part of the plan is Adwords. You can target just the local geographic area, and you only pay when someone clicks through to your landing page. You can have separate ad groups for different kinds of cosmetic procedures.

    You might also consider Facebook ads, also displayed locally to your primary target audience (only).
  • Posted by Jay Hamilton-Roth on 5/10/2014 at 8:38 AM Member
    What's the competition doing to get customers? How well-known/loved are they? What specialty will you offer (and to who) that will differentiate yourself? You need to better understand how things look from your prospective customer's viewpoint first before you can apply the right tactics.
  • Posted by sbrowne on 5/12/2014 at 3:09 PM Accepted
    I agree with mgoodman - we recently provided a cosmetic surgery company with an AdWords campaign geographically targeted to Southern Scotland. They offer microdermabrasion, dermal fillers etc. and the campaign has worked well for them, without costing more than about £100 per month.

    They are also active on the Facebook and Google+ pages we created for them and that is bringing in customers too.
  • Posted by Jim Greenway on 5/13/2014 at 3:27 PM Accepted
    I would say Google+, Google Adwords, Bing Ads and Facebook Ads. Setup your Google+ account to help with the people that are searching using Google. I mentioned Bing because even though we may not like MS sometimes Bing is the search engine of choice that comes with IE, they do have a following and it is a lot less expensive that Google Ads. We do get some traffic on our Bing Ads, not like our Google but we do get some. You can target the local audience you want and you can control your own budget depending on what is working and what is not.
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