Millennials are a generation that businesses have had difficulty understanding and pivoting toward. As we’ve entered a time of splintered media and diffuse information and communication, the work of a content marketing agency has become difficult to quantify from a monetary standpoint, but all the more critical from the view of your business. In the past, what needed to be done by a marketer was clear and straightforward (newspaper buys, radio ads, network television commercials, etc.). It has now become a complex game of both intention and distribution.
Your aesthetic practice falls into this same marketing dilemma. How you approach your core customer group (millennials) may define your success as a business; plain and simple. An aesthetic practice finds thornier marketing problems as well: tone and direction are key. What are you selling, exactly? Millennials look down on vanity, and purely appealing to them on the notion of physical beauty and modification (even if that overtly is the essential core of an aesthetic practice) may not go over well. This is true even with a generation so visually preoccupied due to the proliferation of their likeness online.
So what an aesthetic practice needs to market as a product is wellness. Not the idea of physical appearance as merely a superficial concept that your business can help with, but just one part of a full lifestyle regimen that includes staying in shape, eating right and reading well. Your outside appearance has its own health requirements, and to dismiss these would be naïve in its own right. Looking good and, more importantly, feeling confident in yourself and your appearance is something a good aesthetic practice can help with. And when you can be confident in your outward appearance, it’s a burden off your shoulders, freeing you up to worry about the depth of yourself as a person and the health of the relationships around you. Mind, body, and soul connected as one moving being: to dismiss body as superficial is to leave out an essential part of being human.
That’s your pitch and belief as an aesthetic beauty practice, and it’s your pitch because you believe it and because it is true. But how you get that message out to a public of millennials that will make up your customer base is as, if not more, important. You need content that doesn’t feel like content: messages that promote your ideals more than your literal services. You have to be active on each social media platform that your audience is on and ahead of the curve on new ones that are becoming critical to the millennial generation. Be subversive and non-sequitur in your approach to content: authenticity derives from the ability to make something both interesting and marketing based.
A good content marketing agency knows that a campaign targeted towards a millennial is based on a simple truth that they know they are being marketed toward: this is the generation born into corporate synergy. But they don’t mind as long as the product being offered can improve them as a person, especially in the blooming areas of wellness products. Your aesthetic practice can join this social integration and thrive, but tone and message are crucial.