thanks to your services, can be just
as powerful in social media terms as
a 1,500-word blog about skin care.
It’s a good idea to create a
posting/e-mailing schedule well in
advance, so that you can track the
types of information you’re sending
out as well as what gets the best
results. Whether you create a word
processing spreadsheet or go with
a social media platform site such
as Hootsuite, the choice is yours.
However, you must know ahead of
time how, what and when you’re
communicating with viewers and
customers to reduce the possibility
of redundant posts, grammatical
errors and “posts just for the sake
of posting,” which may hurt you in
the long run.
Speaking of videos,
visually-driven content is especially
important today, given our brief
attention spans. Plus, people love
watching videos and looking at
photos. In fact, it’s estimated that
by 2019, about 80% of internet
traffic will be video-driven.
However, if you’ve spent time on
Google or YouTube searching for
useful information on how to do
something, you know that the
results are a mixed bag.
There’s no shortage of videos out
there, but many of them don’t offer
much in the way of substance or
even entertainment. Think about
your content before you post or
e-mail, and be sure it’s something
really worth watching or reading.
Ask a few friends in advance for
their opinions: How is your pacing?
Is the video too long or too short?
Is the video’s technical quality
acceptable? Are you the best person
to do the talking, or should you leave
the talking to a bubbly co-worker?
Think about subject lines in
e-mails. Are you posing interesting
questions that will make readers
want to open up the e-mail, or
delete it without thinking? Are
you offering them a can’t-resist
special? Is there something in it for
the readers, and is that something
immediately clear and visible? Test
out subject lines so that you don’t
risk your best marketing efforts
ending up, unopened, in a virtual
Staying in front of your
customers through online
marketing is easy, inexpensive
(often times even free!) and
effective—but you have to know
how to stand out in a sea of images
and content. Be sure that each
and every one of your e-mails are
engaging, and your social media
posts sizzle. Isn’t it time for your
marketing efforts to catch fire?
It is estimated that 80% of internet traffic will be video-driven by 2019.
Louis “The Laser Guy”
Silberman is president
and founder of National
Laser Institute, a cosmetic
laser and medical esthetic
training center. He is the owner of
medical spas in Scottsdale and Dallas,
a nationally recognized author and
motivational marketing speaker.
Silberman can be contacted at louis@