Plastic Surgery Leads – Drive an Abundance of Clients

The Plastic Surgery Statistics Report states that there were over 15.6 million cosmetic procedures done in 2020. Is your cosmetic surgery practice doing what is necessary to obtain qualified leads online with #CosmeticSurgeryMarketing? Read more on our site!

According to Plastic’s 2020 Plastic Surgery Statistics Report, the number of cosmetic procedures in 2020 was 15.6 million. The 6.8 million reconstructive procedures were a three percent increase from the year prior. The leads are out there; you just have to find them. 

How do you get plastic surgery leads?

To obtain plastic surgery leads, you should combine a combination of paid and organic lead gen measures, including paid social media advertising, blogging, email marketing, and content marketing. Your plastic surgery website must also have landing pages. 

This definitive guide to plastic surgery leads will tell you everything you need to know. We’ll delve into the pros and cons of organic and paid lead generation so your plastic surgery office can drive more clients. 

organic paid leads

What Is a Plastic Surgery Lead?

A lead is a potential customer that requires converting on your part to encourage them to make a purchase. Leads can come from a multitude of places, such as social media, your website, search engines, or advertising. 

At this stage, the lead doesn’t know anything about you except the name of your plastic surgery office and maybe your general location. They’re unaware of the services you offer, the costs, and what the process is to consult with your team and schedule a cosmetic procedure.

The lead is at the beginning of the sales funnel. Since they know so little about your plastic surgery office right now, at any point, the lead could drop off the funnel. This can happen for a multitude of reasons.

For example, once the lead researches your services, they might realize they need something different. Perhaps the prices aren’t affordable for them. The lead could even decide they don’t want plastic surgery right now, but they might later. 

In some instances, what you do–or more specifically, what you don’t do–can cause the lead to exit the sales funnel. According to marketing resource Convince & Convert, if you respond to a lead within five minutes, you’re 21 times likelier to convert them than waiting even 30 minutes. 

Time is of the essence, so your plastic surgery office must have conversion methods in place. For instance, you might automate a drip email campaign that sends a follow-up to a lead as soon as they opt into your emails. 

Plastic Surgeons

Leads vs. Qualified Leads 

The unpredictability of regular leads is why many marketers seek qualified leads. 

A qualified plastic surgery lead is someone who isn’t just stumbling upon your company. By the time they reach your website or social media channels, the lead knows basic information about you.

For instance, they’re aware of most of the services your plastic surgery office provides. They might even be privy to the pricing if that’s information you publish online. Due to the abundance of information they have, a qualified lead is ready to make a purchasing decision.

Some qualified leads will make up their minds right away while others need a bit of nurturing to encourage that decision. While you still must engage with a qualified lead, the chances of them converting are higher. 

Many of the lead conversion methods we’ll discuss in the next section will help you find more qualified leads. 

You can also rely on your sales and marketing teams to track down qualified plastic surgery leads. A lead that your sales team vets before sending your way is a sales-qualified lead or SQL. Qualified leads as generated by your marketing team are marketing-qualified leads or MQLs.  

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Paid vs. Organic – Which Is Better for Leads?

Now that you understand the basics of plastic surgery leads, it’s time to delve into how you’ll obtain them. Your plastic surgery office has two avenues to explore: paid lead gen versus organic lead gen.

Paid lead generation measures will require a marketing budget. The amount of money you might spend to convert one lead–known as the cost per lead or CPL–is $162 per CPL according to current data from marketing resource Unbound B2B. 

If you have 50 leads, that means your plastic surgery office would spend $8,100 on lead gen. Keep in mind that lead generation is not a one-time deal, but an ongoing part of operating your business and growing your customer base.

Organic lead gen is lower-cost and sometimes no-cost, which makes it appealing. However, what you save in money, you pay for in time and effort. 

Ideally, a combination of paid and organic lead generation will produce the best results. This way, your plastic surgery office is not too reliant on organic lead gen, and you don’t drain your lead gen budget too quickly either.

Let’s take this section to explore the facets of paid and organic plastic surgery lead gen avenues. 

paid vs organic leads

Paid Media

Beginning with paid media, your options include paying for lead gen on social media channels such as Facebook, Instagram, or YouTube. You can also curate a budget for lead gen on search engines such as Google. Here’s what you need to know.  

1. Facebook and Instagram

Facebook and Instagram, besides both being owned by Facebook, are two of the most popular social media platforms to date. They’re also highly recommended for business marketing, so we’ll focus on these two specifically.

Starting with Facebook, your lead gen options are plentiful. You can pay for Facebook Ads, host a contest, offer discounts or coupons, and showcase blog content on your plastic surgery Facebook feed. 

If you don’t already have a Facebook Business Page, take the time to fill one out. You can add a call to action or CTA button with seven different options, including “Watch Video,” “Contact Us,” “Book Now,” and “Sign Up.”

We also recommend using Facebook Tabs, which are more customizable than you might have initially realized. Besides the tabs for events and photos, you can add custom tabs for lead generation forms, offers, and contests. 

Plastic surgery lead gen on Instagram can utilize some of the same tactics, such as paid advertising and a CTA button (known as an Action Button on Instagram) in your profile. You can even create landing pages on Instagram. We’ll talk far more about landing pages later in this guide, so make sure you keep reading. 

Pros and Cons

What’s good about lead gen on Facebook and Instagram? 

  • Facebook is the most popular social media platform as of 2021, and Instagram is within the top five. Your audience will certainly see your lead gen tactics.
  • Implementing contests, giveaways, CTAs, and ads is easy to figure out on these platforms.
  • You can usually track metrics within your social media business page.

Here’s what’s not so great about plastic surgery lead gen on social media:

  • Using social media ads can get expensive, especially if you don’t know how much money to set aside in a budget.
  • If your social media accounts have a low number of followers, your lead gen tactics might go unnoticed. 
google ads for leads

2. Google and YouTube

Let’s talk about the social media channel that could someday overtake Facebook in popularity: YouTube. This video-centric social media platform is yet another must-use means of finding plastic surgery leads. 

How do locate leads using YouTube? Well, there’s always paid YouTube advertising, of course. You can also find popular influencers on the platform and partner with them. Make sure that you respond to comments you get on your videos as well. 

What about the search engine Google? Your top means of finding plastic surgery leads through Google is paying for Google Ads. The ads can appear in search engine results, in a user’s Gmail account, and on other Google platforms for far-reaching advertising.

You can link your Google Ad to landing pages on your website so users are brought right to the information they seek, not some random homepage or about page. 

Pros and Cons

If your plastic surgery office is thinking of using Google or YouTube for paid lead generation, here are the benefits:

  • YouTube is a huge platform that’s growing all the time. Statista reports that there are 1.86 billion global YouTube users as of 2021. It’s a useful lead gen platform for sure.
  • Google lead gen can supplement your social media lead generation tactics to expand your plastic surgery office’s reach.
  • Some means of generating leads on a platform like YouTube are free and quick, such as replying to comments and otherwise engaging with your audience.

Keep in mind these downsides as well:

  • For some people, getting in front of a camera to make YouTube videos can be difficult. Plus, producing videos consistently will be time-consuming.
  • Paying for Google advertising on top of social media advertising to get more leads can be quite costly. 
Plastic Surgery Practice Marketing Tips

Organic Media

That brings us to organic lead generation. You have a multitude of options at your disposal, so let’s take a closer look now.  

1. Website Traffic

Your website should be one of your main avenues for converting plastic surgery leads, but that means you have to generate website traffic first. Although there are nearly endless means of boosting traffic to your site, the two preferred organic methods are blogging and search engine optimization or SEO.

a. Blogs

Every website worth its salt must have a blog, including your plastic surgery office. Blogging can increase trust among your audience, establish your firm as an authority in your industry, help you cement your brand, and build your audience.

For blogging to be a successful way to find plastic surgery leads, you must commit to creating and sticking to an editorial schedule. Perhaps you post weekly or biweekly, but frequent posts will keep you top-of-mind.

Once your blog post goes live, share it! You can cross-post on your social media accounts and post links in your monthly newsletter. Encourage your audience to share the post if they find it interesting as well.

The key to writing good blog content is understanding your audience and selecting topics that they care about. You must also do keyword research to determine how saturated a topic is.

If you find other respected medical professionals, suggest a guest blogging arrangement. You’d write a post for their blog, and they’d do the same for yours. That’s a guaranteed way to get a new set of eyes on your content. 

Pros and Cons

Here are some advantages of blogging for plastic surgery leads:

  • Blogging is free, and the other benefits of blogging mentioned above are like the cherry on top of a sundae.
  • Maintaining a blog gives you another opportunity to connect with leads and customers as you respond to comments.

The following blogging downsides should not be glossed over:

  • If you don’t do the blog writing yourself, then you’ll have to hire a freelance writer or a team of freelancers, which is yet another additional expense. 
  • Blogging is an ongoing commitment.

b. SEO

Search engine optimization or SEO determines where your site ranks on a search engine results page. Every company wants to be the first search result, but that takes understanding Google’s algorithms and your website meeting certain requirements.

Factors like the keywords you use, the quality of your copy, and your page loading speed can help propel your plastic surgery website higher up in the ranks.

Pros and Cons

These are the pros of SEO for plastic surgery leads:

  • SEO is something a company must pay attention to, so your plastic surgery office might already have a solid understanding of SEO best practices. 
  • Leads and customers alike will trust your services more if your plastic surgery website has good SEO.
  • Practicing SEO tactics should improve the user experience of your website. 

It’s not all positive; these cons are important as well:

  • SEO is complicated, and if you know nothing about it, understanding it can take time.
  • Google changes its algorithms often, so what SEO practices you followed last year can be obsolete this year. 

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2. Content Marketing

The next organic plastic surgery lead tactic is content marketing. The rule that content is king still applies, but you have to use a broad definition of content. Everything from video to text, photos, and audio counts as content today.  

A. Social Media 

Social media is a great place to post all nature of content, especially videos. 

Video resource Lemonlight found that most viewers–95 percent of them–retain messages better by watching content rather than engaging in content in other ways. That’s powerful stuff.

Although YouTube is the best-known video social media platform, other social media sites have video features as well. You can upload bite-size clips to Instagram, post videos on Facebook, or share videos on various social media platforms via livestreams or stories.

For sharing the written word, LinkedIn is still a highly recommended social platform, as is Facebook. If your content is more the visual kind but isn’t video, then use Twitter, Instagram, or Pinterest. 

Pros and Cons

Here are some pros of content marketing on social media:

  • Social media affords you a variety of content types to post.
  • The collective audience of social media platforms encompasses billions and billions of people; that’s quite a lot of plastic surgery lead potential.
  • Posting on social media and engaging with your audience doesn’t cost a cent. 

Before you begin posting content, keep these downsides in mind:

  • Many social media campaigns are most effective when they include an advertising proponent, and that will cost you money.
  • It takes a lot of time and effort to keep up with your social media channels and all the comments that come in. 
Email Marketing

B. Email Marketing

The second form of content marketing for plastic surgery leads is email marketing. As leads sign up to your email list, you engage them with content. This content can run the gamut from special offers and discounts to birthday and holiday greetings, exclusive news, and newsletters. 

Pros and Cons

The pros of email marketing are as follows:

  • WordPress hosting resource Kinsta states that 4.03 billion people use email globally. Like social media, your reach here is huge.
  • Automation allows you to send emails anytime, anywhere, to anyone even if you don’t manually hit the send button. 
  • You can tailor email marketing content to the needs or pain points of your audience, which can make even stubborn leads more receptive.

Watch out for these email marketing issues:

  • Your emails can get caught in the spam filter, where they’re never seen by their recipient.
  • Lots of other businesses are trying to compete for your lead’s time and money, so your emails must always stand out.

C. Podcasts

Podcasts are on the rise, and the upward trend shows no signs of stopping. Rather than writing a whitepaper or a multi-part blog post about a topic, why not record it in audio format instead? You can use the podcast as a lead magnet to encourage more signups to your email list. 

Pros and Cons

Are you thinking of starting a podcast for more plastic surgery leads? Here are the advantages of doing so:

  • Your leads and customers can listen to your podcast on the go so your plastic surgery office is top-of-mind.
  • For those who don’t want to be in front of a camera, podcasting is a nice compromise. 
  • It’s inexpensive to put together a podcast.

There are indeed some downsides associated with podcasting, such as:

  • Writing, producing, and editing a podcast can take up a lot of time, and you’re expected to release podcasts in a timely way.
  • Low-quality audio will turn potential listeners away. 
landing pages for leads

Landing Pages – Critical for Obtaining Leads

As we said we would, we must discuss landing pages. A landing page is a page on your website that’s dedicated to a service your plastic surgery office offers. Your site should have a landing page for every product or service in your roster.

As you put together your first landing pages, here are our best practices for obtaining more plastic surgery leads. 

High-Quality Design

Landing pages were once exclusively text, but today, you can jazz them up with videos, product/service images, and more. We recommend some before and after photos to tantalize your readers and encourage them to call or sign up for a free consultation.

When writing copy, short and punchy paragraphs are best. Use bullet points to break down ideas. If you feel like you’re writing too much copy, an explainer video can supplement the material and free up more of the landing page. 

Strong Call to Action

The point of a landing page is to educate and incentivize a lead to act. You must have strong, clear CTAs on your landing page. One CTA should be above the fold, such as a button or a link. You can also include a CTA at the bottom of the page.  

Simple and Clear Form

When a lead decides to give you their contact information, what are they getting in return? What are you doing with that information? What information are they expected to provide? Keep your forms clear and concise and you could see more signups, which means you have access to more plastic surgery leads. 

Helpful Testimonials

When past or current customers gush over a service, people become curious. Testimonials and reviews can also build trustworthiness, encouraging a reluctant lead to give you a chance. 

Contact customers who have recently had a procedure done and ask if they would be interested in producing a testimonial for your landing page. Sweeten the deal with discounts or exclusive sales.  

Highlighted Benefits

This is the part of the landing page that leads are looking for. If they spend the money on a cosmetic procedure, what’s in it for them? Will they look younger? Feel more confident? List your service benefits in bullet points for easy, quick reading. 

Limited-Time Offer

Maybe your lead has resisted the testimonials, and the benefits of your service didn’t quite sway them either. You know what could get them to change their mind? Present a limited-time offer with a generous discount. 

A/B Tested

From your landing pages to your website and your blog, everything has to be split-tested, aka A/B tested. To A/B test means to compare headlines, CTA button placement, video placement, copy, background color, and more to determine which version of your landing page will resonate most with your audience. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

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Your plastic surgery office must have an influx of leads to convert to customers. The best way to generate plastic surgery leads is using a mix of paid and organic lead gen tactics. 

If you find that you’re struggling to get your lead gen underway, you can always trust in Mediaboom. Our digital marketing agency specializes in qualified lead generation. We can also assist you in improving brand awareness and growing website traffic. Give us a call today! 

13 Digital Marketing Law Firm Trends – Beat The Competition

Discover the best #MarketingLawFirmTrends in order to grow your business and promote legal services through the use of online technologies on our site.

The rollercoaster journey of last year is nearly over, and this year is on the horizon. Digital advertising never stops. So, if you expect your law practice to compete, start researching the trendiest legal digital marketing trends for the coming year. 

What are the most effective tactics for marketing your legal practice? Then, continue reading to find out digital marketing law firm trends to beat your competition.

What are the Top Digital Marketing Law Firm Trends? 

Marketing law firm trends for small law businesses advertise and promote legal services through the use of online technologies. Digital marketing is the superior modern method, focusing on computers, mobile devices, and numerous digital platforms. 

Here are the top 13 marketing law firm trends:

  1. High-Converting Law Firm Website
  2. Legal SEO
  3. Content Marketing
  4. Email Marketing
  5. Law Firm PPC 
  6. People First Marketing
  7. Give Consumers Answers with Semantic Marketing
  8. Focus on Your Brand
  9. Local Service Ads
  10. Have a Mobile Optimized, Blazing Fast Website
  11. Get Video Testimonials
  12. Optimize for Voice Search
  13. Niche Down Your Services
Content Marketing

1. High-Converting Law Firm Website

When it comes to a site, the primary purpose for its existence is to generate revenue, for that’s why the design for transformation approach is essential. Therefore, the priority of law firm site design should be on value rather than opinions.

The true worth of a website as one of marketing law firm trends is its usage. For example:

  • “What do users desire and/or require?”
  • “Is this something simple and understandable?”
  • “Do the users understand what to do and where to click next?”

Make sure your website design includes high-quality, original photos for a powerful law company brand. With testimonials, reviews, and good social media posts, you can enhance your reputation and put prospective clients at rest when they consider hiring you.

2. Legal SEO

If you are a law practice wanting to expand your client base, organic search traffic is an important marketing area. Unfortunately, legal SEO is frequently underestimated, but it is one of the influential marketing law firm trends. 

Research suggests that you should pay greater attention to enhancing law business SEO. For example, according to the 2019 Legal Trends Report, 17 percent of legal consumers searched for a lawyer using an internet search.

There’s only the start of your journey into the world of SEO for law companies. Continue by reading and comprehending the Moz SEO Beginner’s Guide and Google’s Webmaster Guidelines.

  • Conduct keyword research.
  • Create and distribute content for your website.
  • When you begin applying SEO methods, make sure your law company website is technically solid.
  • Create a presence and contacts. Take control of all of your internet profiles, particularly Google My Business.
  • Maintain your content by blogging and upgrading your website pages every month.
  • Choose at least five backlink-building initiatives and strive for at least five new links per month.
Marketing Law Firm Trends

3. Content Marketing

Content marketing is the top one in marketing law firm trends since it is what customers see across multiple platforms. This marketing strategy focuses on creating content that is engaging and entertaining.

Content can focus more on legal topics, helpful recommendations for various persons, and more informative postings for the legal field. In addition, the use of visually appealing photographs, animations, videos, and information materials makes it simple to solidify the articles.

It’s no surprise that many businesses use artists and digital advertisers to organize and administer social media sites. However, simply publishing data is already old-school. Therefore staying up to date with new unique content allows you to be more approachable and stimulate the interests of new clients.

4. Email Marketing

According to the Direct Marketing Association, the overall return on investment from email marketing is $42 for every $1 spent. One of the emerging marketing law firm trends!

Most large companies communicate with their clients via email regularly. But, e-marketing is much more than that. It is a planned strategy for connecting with existing clients and prospects via automated email programs.

A well-written sequence of emails is remarkably powerful. Emails should deliver helpful, instructional, and exciting content to the appropriate people at the right time.

5. Law Firm PPC 

Pay-per-click (PPC) outcomes can be both immediate and remarkable. PPC, often known as “paid search,” allows a legal firm to bet on keywords and pay when people click on them. 

The Google Display Network is a solid way to reach 90 percent of internet users for law firm growth in 2021. 

The Google Display Network serves adverts to target audiences while they are otherwise active online. Such as when they are browsing and preparing to buy. Google Ads for law firms can direct a possible client investigating legal services and assessing their options.

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10 Website Must Haves to Drive Traffic & Generate New Leads

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6. People First Marketing

People, not web pages, should be your focus. People first marketing is one of the proven marketing law firm trends. 

Google has made significant investments in language modeling, and some of this technology was included in the Bert Update in 2019.

In terms of marketing, here is an example of “putting the user first”:

  • Marketing that is centered on people! In other words, be human in both how you show your business and how you communicate with your customers. People want to know that they aren’t just another faceless law firm behemoth.
  • Show an awareness of the client’s needs, challenges, and worries! For example, what are your clients going through in your particular practice area? The better you can empathize with your users’ problems or goals, the more effectively you’ll be able to generate value and assist them.
  • Create content rather than merely a clever sell. Creating value for current and future clients must influence legal marketing strategy. Daily blog content offering legal tips and techniques for customers understanding the realm of immigration law, copyright, or property law.

7. Give Consumers Answers with Semantic Marketing

There are a plethora of professional businesses and services available. Therefore Google must be pretty adept at linking individuals with the relevant search results. One primary way it will accomplish this is through the use of keyword search. 

This is how browsers evaluate all available data to identify the context, intent, and meaning to connect users with the relevant stuff.

When it comes to keyword search, here are some easy guidelines you can follow:

  • Create material that answers the questions of your target client! For example, If you want to be seen by powerful, middle-aged males looking for divorce, help in Tampa Bay. Tailor your content to the types of questions and experience this target persona is likely to search for when utilizing a search engine.
  • Write for people rather than search engines. This entails creating material that is to-the-point, short and written in simple language. This concept is one of the most innovative marketing law firm trends.

8. Focus on Your Brand

We begin with the customer and will end with remembering those clients that you are available to them regularly. We’re referring to your law firm’s brand repute!

Building a successful brand is a constant process that demands continuous attention and persistent innovation. It’s also an excellent approach to build authority in a competitive industry, inspire client trust, and withstand the unpredictable conditions expected to affect the legal industry.

Fortunately, legal firms offer a vital service to their local areas, which provides opportunities for brand exposure. Such as:

  • Lawyers working as brand ambassadors! Because of people’s opinions of the legal profession, the attorneys at your company have a reputation for authority and experience. Promote your law firm in video content, seminars, and other marketing initiatives wherever possible.
  • Engage in community events. It serves as a fantastic opportunity to get your company’s name out there. Plus, this engagement also helps in shaking hands, building relationships, and supporting vital local causes. Win-win!
brand message law firm

9. Local Service Ads

Local Service Ads for lawyers is one of the latest marketing law firm trends. In addition, Google has been beta-testing Local Service Ads in other areas. Such as home renovation.

Local Service Advertising differs from Google pay-per-click ads in that an LSA click does not direct a local visitor to your company’s website.

Google will guide you via a succession of screens to create an LSA account. One will enable you to select which of the practice areas listed above your firm specializes in. 

You will need the following information to finish the setup:

  • Name of the company
  • Mobile number
  • Address
  • Name of the owner
  • Date of establishment
  • Website
  • Your languages

10. Have a Mobile Optimized, Blazing Fast Website

Sadly, Google says that over 96 percent of users have complained about accessing websites that are not optimized for mobile use.

As a result, the best way to one-up the competition is to optimize your website for mobile phones!

Here are some tips in that regard to help you achieve mobile-first ranking more easily:

  • Make use of Google PageSpeed Insights to guarantee that your website loads correctly on mobile devices. For example, websites that load in under 5 seconds on mobile see 70 percent longer time on site.
  • Try upgrading your blog to Google AMP (Accelerated Mobile Pages) to make it load faster.
  • If you want to be found on mobiles more often, consider optimizing keywords for voice search. For example, integrate long-tail keywords with the organic language you might ask Siri/Alexa into your SEO approach.

11. Get Video Testimonials

When making a buying decision, 92 percent of customers check internet reviews and video testimonials. 

Video testimonies go far beyond the written word. These testimonials prospect an authentic feel of who you offer, how you assisted, and the difference you made in the lives of previous clients. Viewers can hear it right from their peers’ mouths through a video testimonial. 

Testimonial videos allow your customers to see how other individuals feel about your items in a genuine, unscripted manner. It offers your company a voice and your brand the trust it needs among your target audience. So, definitely video testimonials lead in the brand new marketing law firm trends!

video testimonials law firms

12. Optimize for Voice Search

According to ComScore, over half of all mobile phone users will utilize voice search on their devices by 2020. 

When creating website content and researching legal digital marketing trends, keep the expanding trend of voice search in mind. Therefore, if you haven’t already optimized your site for voice search, this is the time to do so. 

Undoubtedly, voice search is on the rise and is outperforming everybody’s expectations. According to statistics, more than half of all Americans have used voice search, with 33 percent utilizing it every month in early 2019, up over 25% in 2018.

So, if your website isn’t set and ready for voice search, you’ll be missing out on a significant portion of SEO.

13. Niche Down Your Services

According to MoverFocus, creating a company in a niche market sometimes gives entrepreneurs the capacity to sell their products/services at higher charges.

A niche can help you boost your marketing, organize your business, and keep your life more manageable. When you market to a particular client, digital marketing becomes much faster.

Family law is an excellent example of how to limit the market. “Family law” is not a niche in and of itself. However, you can focus your efforts and be more effective by limiting your practice to uncontested divorces, net-worth, or serving only one gender.

Shortening your practice area will reduce the various clients. Ultimately, it will boost your marketing, increase your profits, and make things easier.

Law Firm


Only fewer people are watching billboards nowadays. Instead, an increasing number of people are exploring appropriate legal information and assistance online. As a result, legal digital marketing has the potential to alter your law practice and marketing law firm trends. 

To establish a thriving legal digital marketing plan, reach out to the Hispanic community. Additionally, fully utilize social media, optimize ads, leverage directories, and SEO.

Mediaboom would be glad to discuss how we can assist you with increasing your law firm’s visibility and leads! So, schedule your free consultation with Mediaboom today at your convenience on our calendar.

Hospitality Branding – Stand Above the Rest

Why invest in Hospitality Branding and how to make your brand distinctive and evocative making your customers choose you above competitors!

The hospitality industry has experienced radical changes over the past 40 years, to the point of being near unrecognizable for an old-school 1980s. Hospitality branding has also had to evolve to meet this new landscape.

Travel is not just more accessible, but each client has the power to handle their own booking and to look for recommendations without any intermediary. 

Meanwhile, offers have multiplied and specialized. For hospitality businesses, the client’s freedom comes with a high degree of unpredictability.

 A consistent, unique, and recognizable brand can surpass the hoops and detours that exist between clients and your booking page.

What is hospitality branding? 

Your hospitality branding is the collection of elements that express your unique value proposition to each potential client. It encompasses aesthetic features such as logos and color schemes and the ideals, values, and type of experience that clients expect from you. 

Your branding should be distinctive and evocative. When a potential client hears your hotel’s name or comes across their logo, they should be reminded of your brand’s story. 

However, a cohesive brand should be reflected on the small details: décor, company language, uniforms, and even special offers should have the same effect. This brand will also carry with it your established reputation, for better or worse. 

Hotel Branding

Why Should You Invest in Great Hospitality Branding?

The most prominent brands in the hospitality sector correspond to luxury hotels, such as The Plaza or the Waldorf Astoria. These brands were built over decades and on countless media mentions, celebrity endorsements, and even iconic locations.

This type of branding often feels inaccessible for most up-and-coming hotels or guest houses. Yet, you can still create a new brand that is recognizable in its niche. But why should you? What is this investment worth – and how will it reflect on the number of potential guests that cross your door?

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10 Website Must Haves to Drive Traffic & Generate New Leads

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Great branding creates new consumer funnels

A recognizable and unique brand will generate two critical phenomena that are closely linked to word-of-mouth referrals:

  • It will make your establishment more memorable
  • It will create trust and an emotional connection

These two things will affect how your potential clients think of you and speak about you, both before and after their stay. Especially in the niche of leisure travel, most clients make their final purchases based on emotions and their desire for experiences. As a result, they will pay more attention to in-person referrals and recommendations rather than those from online review sites.

Finally, a recognizable name will help spur the clients “on the fence,” help them close their booking, and potentially turn them into ambassadors. 

It helps you stand above the competition

Truly outstanding branding can be the factor that helps clients click on your name rather than on the potentially dozens of other online results.  

This is particularly important on booking portals. Here, each booking requires a final leap of trust – especially if clients are traveling from distant countries or if they will need to pay a deposit. Clients are more likely to take this chance with a reputation that feels credible and has a reputation behind it.

This effect frequently snowballs: users are more likely to click on the names they recognize first, which will slowly move you up their rankings. This will increase your chances of being seen by more people in the future.

hotel marketing competition

It helps you tell a story more efficiently

From a business point of view, we like to think that statistics and cold, hard numbers guide our purchasing decisions. When it comes to marketing – and especially in the hospitality and leisure sectors – we know that what often closes a sale is an emotional connection.

This is something best achieved by having your brand tell a story. By incorporating your company’s goals, charitable initiatives, and side projects, you will show the client that you have the same values in mind. 

In turn, “like will please like” – and a potential client will be more likely to trust you, to talk about you, and to return to you if they feel reflected in your mission.

It helps potential customers trust you

Once again, the value of being deemed trustworthy by clients should not escape your notice. Clients are about to entrust you with one of the most critical aspects of their “happy time.” They need to know at a profound level that you care about it as much as they do and will deliver on your promises.

This includes:

  • Keeping a consistent tone across all channels
  • Personalizing offers and services while remaining true to the overall ideal
  • Having a strong, unmistakable social media presence
  • Fostering long-term connections and loyalty

It turns strangers into fans

The three aspects above will, hopefully, ensure that each client who has already stayed with you acts as an ambassador. However, their work in disseminating your offer will not end there.

As each one of them tells stories about their journey, your hotel and their experience within it should feature in them. Eventually, the people around them – who have never been your direct clients – will become your fans. This is something you can cash in for later when they are ready to make a similar trip. They will want to become a part of your story.

All four factors described here rest on your name’s ability to evoke a simple, straightforward, and pleasant story. 

Creating a Legendary Hospitality Brand 

At first glance, the process to establish a legendary hospitality brand is an involved and expensive one. Due to their effect on guest retention and loyalty, this is an effort worth undertaking. 

For this level of hospitality branding, some of the aspects you will need to consider include consistency, authenticity, and the ability to provide relevant custom offerings.

Consistency counts

Your image should encompass all logos, feelings, and communications that your hotel engages in. 

At its most basic level, this will include:

  • The main logo
  • Your slogan
  • Your unique selling proposition
  • The fonts and color schemes used on stationary
  • The aesthetics followed by your website – from menu layout to background music
  • Your tone across different social media channels
  • The attitude expressed by your front-door staff

In many ways, the best examples of this usually come from luxury or high-end brands. There is an already established set of rules that immediately evoke luxury and sophistication – from stylized fonts to low-pitched voices and a specific type of lighting.

However, the same concepts apply to other niches. For example, let’s look at a rural boutique hotel close to a well-known wool shepherding region. This place is branded as a nature escape, where guests can detoxify and relax in an area with its own “character” and history:

  • Without actually showing a sheep, the curves around the logo can evoke sheep wool.
  • Color schemes on the website and around the lobby stick to greens and beiges, evoking the old “pastoral” imagery
  • On social media, pictures and posts routinely incorporate the idea of closeness to nature and pet-friendliness
  • Your concierge and reception desk staff can carry on a conversation about sheep rearing and wool types, even if at a basic level.

Authenticity matters

Today’s travel industry is shaped by the desire to experience sensations and cultures not genuinely available at home. 

A few decades ago, it was enough to include a few pineapples to provide a “tropical” experience. Nowadays, customers are savvy enough to have read about local people. They may recognize when an off-season fruit is coming from a can – and their reviews won’t reflect kindly on the idea of being sold a “prepackaged experience.”

On the other hand, if you address them with honesty and authenticity, they will respond in kind. For locations that offer event management or planning services, this will include being upfront about what you can do. Turn your expertise into part of your hospitality branding, trust it, and confidently steer clients towards a specific choice.

Find and stick with a niche

Currently, the traditional division between business and leisure travel is becoming progressively blurrier. Conferences and seminars now actively seek to entice attendees with fun opportunities – while even those on vacation will expect at least basic internet connectivity.

In this sense, the act of defining your niche will require some trade-offs and some strategic thinking. However, once you settle on a specific place, you should align the rest of the brand with it. 

First, you will need to know what you stand for: the kind of experience you want to provide to your ideal customer. Then, as you develop the persona behind your ideal customer, consider:

  • Their priorities
  • What they wants
  • Their values
  • The points in which they may cross into different niches
  • The personas around them, and their reaction to your brand.

If the size of your business allows it, you can also divide your offer across a handful of sub-brands. It is crucial, however, that they all keep an overarching idea that unifies them. 

At some point, you may need to compromise between widening your appeal and increasing your expertise at a particular service. When possible, always aim for more expertise.

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Create a compelling narrative

A brand narrative offers the opportunity to combine your offer, history, values, mission, and staff in a way that flows logically. It does this by providing a story that potential clients can empathize with and evoke a series of specific feelings in them.

This narrative must start from the objective: your location, your amenities, or the specific services you provide. However, it should be carefully layered with the subjective and personable. Common strategies used to weave a moving brand narrative include:

  • Exploring the founder’s origin story or training
  • Emphasizing their mission or charitable contributions
  • Highlighting their pioneer status in a specific niche
  • Explaining how they merged to opposing ideals or separate sectors

Map an unforgettable experience

At the core of the hospitality industry is your business’s ability to care for people and make them feel a certain way. Rather than massage sessions, soft linens, or access to a health club, the actual service that each guest is purchasing from you will be the overall experience of their stay.

Naturally, this experience needs to be pleasant. More importantly, it should match the expectation they built pre-stay, when they first engaged with your brand via social media, o during your booking.

To master this point, you will need to return to the customer’s shoes. As tempting as it would be to curate every single detail of their stay, focus instead of:

  • The overall “vibe” of the trip
  • The critical moments of their interaction with you
  • How they can be made different from those of competitors

Provide services your customers will remember forever

The overall commitment to quality should never be left behind. However, impress your guests at specific moments that are key to their experience will be much more efficient.

Some of these critical moments include check-in, room service, or hiring any additional services (such as side trips or guided tours). It is important to bring about your best face during these moments and include a detail that ties it to your hospitality branding.

If you manage to amplify the link between your brand and these details enough, clients may look over any points where you couldn’t meet their expectations. 

Ideally, you should capitalize on this goodwill by remaining in touch post-stay. This can be done via referral codes, future discounts, or full-fledged loyalty programs.

Involve customers in your brand

Provide subtle cues that inspire your guests to snap their own pictures and embody your brand in their own way. Artistic thank you notes, floral arrangements, and pool vistas can all invite guests to share their views of your services. For their direct (and not-so-direct) contacts, the story they tell about you will have much more weight than the one on the official website.

If possible, directly ask your clients to post their pictures or share your hashtags. User-generated content is seen as more reliable. This will also turn guests into your partners, making them feel like your allies.

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10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Hospitality Branding: What It All Comes Down To 

The hospitality industry is under constant change, but never at this speed. As companies learn to target a more aware, experience-focused audience, they need to adapt their branding efforts. Current travelers and tourists now seek more intangible experiences than before. Rather than superficial pleasantness and faux-exotic decor, they are ever more interested in authenticity and social responsibility.

Your branding is a unique opportunity to tell a story that matches these new needs. To do so, it should be coherent and recognizable, even by people who have not interacted with you directly. This will increase your word-of-mouth reach, both electronically and in person.