As the new year begins, aesthetic services businesses are looking back with the hopes of better understanding what worked and what didn’t over the past year. It’s a necessary exercise that can lead to valuable insights when performed correctly. No matter how good or bad your year was, it’s important to analyze your past efforts so you can gain some helpful perspective moving forward.
Here are a few things to keep in mind while looking back at 2018 and planning for next year…
Focus on the data to determine where things went right and where they went wrong.
As we’ve stated time and time again throughout our content, using data to track your practice’s marketing efforts is the key to understanding what works and what doesn’t. Try comparing the status of your KPIs (key performance indicators) like treatments booked, new vs returning customers, and overall revenue throughout the year. Then determine which tools and techniques you utilized during those months where things went well. You should aim to understand the dollar value of each conversion so you properly assess where to spend more or less of your marketing budget.
Stay on top of upcoming trends for 2019.
Subtlety, minimalism, and customization seem to be the major themes of the aesthetic industry going into 2019. Keep an eye out for an increased desire for subtler, non-surgical, non-invasive treatments. And don’t miss out on the movement toward more bespoke types of aesthetic services. As the consumer-base for enhancement becomes younger and more energized, the technology and treatment options will follow suit.
Start creating a new strategy for tackling the next year.
Make a list of the things that worked and those that didn’t. Plan to amplify the good and do away with the bad. Then focus on what new tools, techniques, and technologies you’re going to experiment with in 2019. Use the upcoming trends as a rough guideline for determining where you’re willing to test out some new approaches. And stay excited, there are great things in store for all of us this year :)
Learn how New Look Now’s predictive imaging technology is the perfect tool for tracking marketing efforts, staying relevant, and optimizing strategies going into 2019 here.