How to create buzz for your business: Proven PR strategies

By Lucy Hilson on July 1st, 2024

Lucy Hilson is a PR expert and founder of Cosmetic PR and Phase2 Consultancy; she shares her tips for getting your business noticed.

In the competitive world of hair and beauty, creating buzz and standing out is essential to attract new clients and retain existing ones. Public relations (PR) plays a pivotal role in this process, helping to build a strong brand presence, generate interest, and foster trust. Here are some proven PR strategies to create buzz for your business.

Develop a unique brand identity

Your clinic’s brand identity is the foundation of all PR efforts. A unique and memorable brand can make a significant impact. Consider the following elements:

Brand Story: Craft a compelling story that highlights your clinic’s mission, values, and unique offerings. This narrative should resonate with your target audience and differentiate you from competitors.

Visual Identity: Ensure your logo, colour scheme, and overall aesthetic are consistent across all platforms. Professional, cohesive branding can make a lasting impression.

Leverage social media

Social media platforms are indispensable tools for generating buzz. Use them effectively by:

Engaging content: Share before and after photos, client testimonials, behind the scenes looks at treatments, and educational content about your services. High-quality visuals and videos can capture attention and convey credibility.

Influencer and celebrity partnerships: Collaborate with influencers or ‘influential people’ and/or celebrities who align with your brand. Their endorsements can reach a wider audience and lend authenticity to your clinic.

Interactive campaigns: Host Q&A sessions, and live demonstrations to engage your audience and encourage interaction.

Host events and webinars

Events and webinars are excellent ways to showcase your expertise and attract potential clients:

Open houses: Invite the community to tour your clinic, meet your team, and learn about your services. Offer mini-consultations or demonstrations of popular treatments.

Educational webinars: Host online sessions where you discuss topics like skincare routines, new treatments, and trends in the aesthetic industry. This positions your clinic as a thought leader and provides value to your audience.

utilise media relations

Building relationships with media professionals can amplify your reach:

Press releases: Regularly send out press releases to announce new treatments, special offers, or significant milestones. Ensure they are well-written, newsworthy, and tailored to the interests of the media outlets.

Media features: Pitch story ideas to local newspapers, magazines, and online publications. Offer expert commentary on industry trends or insights into new procedures.

Guest articles: Write articles for reputable beauty and health blogs or magazines. Sharing your expertise in these platforms can enhance your credibility and visibility.

create compelling content

Content marketing is a powerful PR tool. Focus on creating high-quality, informative content:

Blog posts: Maintain a blog on your website where you discuss various aspects of aesthetic treatments, skincare tips, and success stories. This not only drives traffic but also establishes your clinic as an authority.

Video content: Produce videos showcasing treatment processes, client testimonials, and expert tips. Video content is highly engaging and shareable.

E-books and guides: Offer downloadable resources on topics like “The Ultimate Guide to Anti-Aging Treatments” or “How to Prepare for Your First Aesthetic Procedure.” These can be used to capture leads and build your email list.

Newsletter creation and e-marketing: Sharing news with your audience is an excellent way of building relationships and trust as well as sharing promotions and customer results.

engage in community involvement

Being active in your community can significantly boost your clinic’s reputation:

Sponsorships: Sponsor local events, sports teams, or charity initiatives. This not only increases visibility but also shows your commitment to the community.

Collaborations: Partner with local businesses, such as spas, gyms, or wellness centres, to cross-promote services and reach new audiences.

client testimonials and reviews

Word-of-mouth remains one of the most effective PR strategies:

Collect testimonials: Encourage satisfied clients to share their experiences. Feature these testimonials on your website, social media, and marketing materials.

Online reviews: Actively seek reviews on platforms like Google, Yelp, and RealSelf. Respond to all reviews, both positive and negative, to show that you value client feedback and are committed to improvement.

Innovative offers and promotions

Creating buzz for your aesthetic clinic requires a full 360 approach that combines strategic branding, engaging content, strong media relations, and active community involvement. By leveraging these proven PR strategies, you can enhance your clinic’s visibility, build a loyal client base, and establish a strong, trustworthy presence in the competitive aesthetic industry. Consistency, creativity, and authenticity are key to standing out and achieving lasting success. 

Lucy Hilson

Lucy is an award-winning PR agency owner, communication strategist, and aesthetics expert, dedicated to helping businesses succeed by developing and executing strategic communication and branding initiatives.

All articles by Lucy Hilson

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