10 Tips to Determine the Right Marketing Vendor for Your Practice

As an aesthetic practice owner or manager, you know that the aesthetics industry is highly competitive. Attracting new clients and retaining existing ones requires not only exceptional service but also robust marketing strategies. While some large practices may have a dedicated, in-house marketing specialist, most practices turn to outside marketing vendors for their expertise and strategic resources. With so many websites, social media, SEO and digital marketing companies out there promoting themselves to the aesthetic industry, it is hard to know if you are choosing the right marketing vendor for your aesthetic practice. Here are 10 tips to keep in mind before you select a marketing company for your practice.
Related: 7 Steps to Build a Strategic Retail Program in Your Aesthetics Practice

10 Tips to Consider Before Selecting a Marketing Company

1. Understand Your Needs & Goals

Before you start searching for a marketing vendor, it’s crucial to have a clear understanding of your needs and goals. What do you hope to achieve with your marketing efforts? Are you looking to increase brand awareness, attract new clients, retain existing ones, promote a new treatment or perhaps all of these? Knowing your objectives will help you have an intellectual dialogue with the vendor to ask the right questions and identify if they have the skill set you need.

Take time to define your short-term and long-term marketing goals. Make a list of the specific services you need (e.g., SEO, social media management, email marketing, content creation) so that you don’t waste resources on services you don’t need now. Make sure you consider your budget and how much you’re willing to invest in marketing. On average, marketing spend should be about 10% of your operating costs – higher if you are a new practice.

2. Research Potential Vendors

Once you’ve identified your needs, start researching potential marketing vendors. Look for vendors that specialize in the aesthetic industry, as they will have a better understanding of your market, target audience, unique challenges and opportunities within the aesthetic industry, so they can offer insights that a general marketing firm might not. Be sure to ask for references, case studies or testimonials from other aesthetic practices.

3. Evaluate Their Services

Not all marketing vendors offer the same services, so it’s important to evaluate what each vendor provides. Some vendors may specialize in certain areas like website design or SEO, while others offer comprehensive marketing solutions. Make sure to ask about their approach and strategies for each service they provide. Find out if they are going to tailor their services to your individual needs or they have only one package to offer. Ask what their Unique Value Proposition is. In other words, how do they differ from other marketing firms and why should you choose them? 

4. Assess Their Communication & Reporting and Technology Capabilities

Effective communication is essential when working with an outside vendor. You want a vendor who keeps you informed, listens to your feedback and provides regular updates on the progress of your marketing campaigns. Make sure to ask them about their communication process and how frequently you will get updates. Find out how often you will receive reports on the success of campaigns they are running for you. In today’s digital age, marketing heavily relies on technology. The right vendor should use advanced analytic tools and platforms to track campaign performance to optimize their marketing strategies. You will want to get monthly reports on metrics such as lead generation and conversion rates, open rates and click throughs for email campaigns, website conversion rates, social media engagement, etc. Frequent meetings allow you to see what is working and what is not, so adjustments can be made quickly. 

5. Evaluate Their Creativity & Innovation

Marketing is not just about following best practices; it’s also about being creative and innovative. A good marketing vendor should bring fresh ideas and unique strategies to help your practice stand out. Ask to review some of their past campaigns for creativity and originality. Evaluate how open they are to experimenting with new ideas or trying new approaches. Do they seem like a cookie cutter company or out-of-the-box thinkers? 

6. Consider Their Reputation & Reliability

The reputation and reliability of a marketing vendor are critical. You want to work with a vendor who is known for delivering results and maintaining high standards of professionalism. I always advise checking online reviews and their ratings. Again, ask for references from past clients. Ensure they have a good track record on meeting deadlines and achieve goals.

7. Evaluate Their Pricing & Value

While cost should not be the sole determining factor, it’s important to consider pricing and make sure you’re getting value for your money. The cheapest option is not always the best, and investing in quality marketing services can yield higher returns. The right marketing company is actually an investment, not an expense, as it will help you get more patients in the door.

Make sure to compare the pricing structure of different vendors once you receive their bids. Understand what is included in their pricing (e.g., number of campaigns, types of services). Evaluate the potential ROI of their services.

8. Look for Long-Term Partnership Potential

Choosing a marketing vendor is not just about meeting immediate needs; it’s about building a long-term partnership. Look for vendors who are interested in your long-term success and are willing to grow with your practice. Ask them what their long-term vision is for your practice’s marketing.  Make sure they are committed to continuous improvement and staying updated with industry changes. Look for vendors who offer ongoing support and consultations when requested.

9. Review Contract Terms Carefully

Before finalizing any agreement, review the contract terms carefully. Ensure you understand all the terms and conditions, including the scope of work, payment terms and termination clauses. You want to make sure the contract clearly outlines the services provided. Be clear on the payment schedule and any additional fees. Finally, check for flexibility in case you need to modify the agreement in the future.

10. Trust Your Instincts

Finally, trust your instincts. After evaluating all the bids, it’s important to choose a vendor that feels like the right fit for your practice. A good working relationship is based on trust and mutual respect. Ask yourself:  What is my comfort level with this vendor?  Do you feel confident they will deliver results? Do they share your same values and vision?

Conclusion

Selecting the right marketing vendor for your aesthetic practice is a critical decision that can significantly impact your practice’s growth and success. However, let me preface that you can have the right marketing, but if your team lacks in training, you are wasting money if they can't convert the patient. By understanding your needs, researching potential vendors, evaluating their services and expertise and considering long-term partnership potential, you can make an informed decision. 

Remember, the right vendor should not only meet your current marketing needs but also help you achieve your future goals. With the right partner, your aesthetic practice can thrive in a competitive market and attract the clients you need for continued growth.