Inside Aesthetics Ep 27 The Basics of Digital Marketing | Drew Hankin
Episode 27 hosts Drew Hankin (Managing Director of Azuri Group from Brisbane, Australia)
Azuri Group are a specialised agency with an expertise in cosmetic digital marketing, branding, website design and SEO. They are the only official Google Partner in their niche in Australia and are the digital brains behind some of the biggest cosmetic names in the industry.
In this episode we explore what digital marketing actually is, how this translates to the cosmetic industry, how Facebook and Instagram dominate and how these can be leveraged to increase both engagement and ultimately, improve bookings and sales.
0:00 Introduction 1:03 Meet Drew Hankin 3:19 How Azuri Entered the Cosmetic Industry 5:16 Why Digital Marketing Is Often Misunderstood 9:44 Rapid Changes in Social Media Platforms 11:56 Why Facebook and Instagram Dominate Marketing 14:01 Shift From Traditional to Digital Advertising 16:30 Targeting Audiences and Cost Per Thousand Explained 18:16 Tracking Marketing Performance and ROI 23:53 Understanding Indirect Conversions 27:02 First Steps for New Clinics in Marketing 30:22 Building a Marketing Funnel Strategy 33:44 Retargeting and Multi Step Campaigns 37:39 Why Every Business Needs a Website 41:39 Risks of Relying on One Marketing Channel 45:36 Creating a Balanced Marketing Ecosystem 48:05 What Search Engine Optimization Really Means 51:43 Google Ranking and Website Compliance 57:32 Common SEO Myths and Link Building Risks 1:01:04 Where New Businesses Should Start 1:03:30 Budget Expectations for Marketing and Websites 1:07:48 Understanding Cost Per Lead and Scaling Campaigns 1:12:19 Optimizing Ads and Audience Targeting 1:16:00 Authentic Content Versus Over Produced Content 1:19:56 Why Raw Video Performs Better on Social Media 1:22:22 Influencer Marketing and Changing Reach 1:25:07 Fake Followers and Audience Quality 1:27:43 Niche Audiences Versus Large Followings 1:30:37 Separating Follower Growth From Lead Generation 1:33:59 Key Marketing Foundations for Clinics 1:36:53 Choosing the Right Marketing Agency 1:39:25 Industry Experience Versus Fresh Perspective 1:42:10 Final Advice for Building a Marketing Strategy 1:44:30 How to Contact Azuri Group 1:48:40 Wrap Up and Closing Remarks