Alex Bugg

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.ukor follow her on Instagram: @webmarketingclinic

I’m all about consistency, sustainability and speaking to your ideal patients over chasing viral social media moments, but sometimes, viral just happens!

Viral content isn’t defined by any number of shares, likes or views – it’s more about when a post breaks way out of your usual reach, and is being shared across the internet. Viral content typically snowballs and is often reshared on other social platforms to where you originally posted.

When a piece of content goes viral, there are steps you need to take to capture business, because viral content does not equal an automatic business boost.

Immediately, you should:

• Share it again to your story and top up the story for new followers coming through

• Tidy up your profile and make sure the bio, links and highlights are up to date

• Select or create a simple landing page to direct viral traffic to your website for those who want to know more and book

• Show the content, answer FAQs andmake the next step easy

• Pin a comment on your viral post directing people to that landing page, or direct them to booking a consultation

• Install pixels to allow you to capture visitors and retarget the audience with ads.

In the days that follow:

• Keep responding to comments

• Create a ‘part 2’, behind the scenes or FAQ content while interest is high

• Host a rapid-response Q+A

• Offer a resource based on the content (guide/checklist) to capture emails.

Long-term (30-90 days):

• Use insights: what can you use again, what lessons are in the comments, what part of the content (style, subject, format) can be used again?

• Track which demographics engaged vs converted into patients

• Repurpose viral content into website content and educational resources

• Implement paid remarketing campaigns with 30/60/90-day intervals to remind people of the viral content and send it to the landing page.

Overall, most shouldn’t be posting social media content for their aesthetic practice in the hope of going viral overnight.

However, if you strike gold and something you create resonates with the online community, now you know how to seize the moment for maximum business gains.

I am speaking at Aesthetic Medicine Live in London on Saturday, May 10. Book your tickets for the conference now! You can join me for my session, Social and Beyond: Strategic Content Production for Aesthetic Clinic Success, and the Women in Aesthetic Medicine panel. aestheticmed.co.uk/register