At Aesthetic Alchemist, we believe in education-first marketing, where your content doesn’t just sell — it informs, empowers, and positions you as the expert.
“Marketing isn’t about pushing products; it’s about pulling people in with purpose,” says Nicole Montgomery, award-winning marketing strategist and founder of Aesthetic Business Masters. “You don’t need to do all the marketing — just the right kind for your brand.”
Let’s break down the core types of marketing you should know.
- Inbound Marketing
Inbound marketing is about attraction — drawing potential clients to your brand with content they actively seek. Think blogs, social media, SEO, free resources, and videos.
HubSpot defines inbound marketing as “a business methodology that attracts customers by creating valuable content and experiences tailored to them.”
In aesthetics, this might look like:
Blog articles on anti-wrinkle vs filler
Skincare tips for melasma
Reels showcasing post-treatment protocols
Why it works: You position yourself as the go-to expert. It builds long-term trust and SEO traction.
- Outbound Marketing
This is the traditional form of marketing — you go to them. It includes print advertising, email blasts, and cold outreach.
While some may consider it outdated, it’s far from irrelevant.
“Outbound marketing can be highly effective when used with precision,” says Melanie Greblo, content strategist. “Think of it as a spotlight — when used strategically, it brings immediate attention.”
In aesthetics, this could be:
Promoting an event via sponsored email
Magazine ads featuring before-and-after images
Mailers to local luxury residents
Tip: Use outbound marketing to highlight launches or time-sensitive promotions.
- Content Marketing
This overlaps with inbound but deserves its own spotlight. Content marketing is the art of telling your brand story while educating and inspiring.
In the words of Seth Godin: “Content marketing is the only marketing left.”
Examples include:
Long-form blog posts
Educational IG carousels
Podcast interviews with key opinion leaders (KOLs)
Content tip: Create content in pillar formats — e.g., turn one podcast into an email, a blog, and five reels.
- Social Media Marketing
A must for aesthetics. Platforms like Instagram, TikTok, Facebook, and LinkedIn are your visual storefronts.
“Social media is your virtual waiting room,” says Hannah Gay, Editor of Professional Beauty. “People decide whether they trust you long before they visit your clinic.”
Post ideas:
Clinic walkthrough videos
Live Q&As on skin health
Client testimonials and transformations
Social tip: Be consistent, authentic, and educational. Use storytelling.
- Referral & Relationship Marketing
This is word-of-mouth on steroids. It’s about deepening client loyalty and encouraging advocacy.
Strategies:
Client referral programs
VIP loyalty tiers
Surprise & delight gifts after milestone visits
Why it works: People trust people more than ads. Nielsen reports that 92% of people trust recommendations from friends and family over any other type of advertising.
- Influencer & Affiliate Marketing
Partnering with the right voice can bring exponential reach. Influencers offer social proof and reach highly engaged niche audiences.
Be strategic:
Choose micro-influencers with true engagement over vanity metrics
Set clear expectations around content quality and authenticity
“Influencer marketing is most powerful when it mirrors your values,” advises Jade Spehr, clinic consultant. “People can spot a cash grab. Choose collaborators who are already aligned with your mission.”
- Email Marketing
Still one of the highest ROI channels. Email converts because it’s direct, personal, and owned (not algorithm-dependent).
Build sequences for:
New client onboarding
Birthday offers or seasonal promotions
Educational series based on skin concerns
Campaign Monitor says email marketing drives $42 for every $1 spent, making it one of the most profitable marketing tools.
Final Word
You don’t need to master every type of marketing — just the ones that speak most clearly to your audience and align with your capacity.
Start by asking: What does my ideal client want to learn, feel, and solve? Then choose the channels that deliver just that.
Because in the end, great marketing isn’t about reaching everyone. It’s about reaching the right someone, at the right time, with the right message.
Ready to refine your strategy? Join the Aesthetic Business Masters Summit to learn from Australia’s leading marketers, influencers, and clinic growth experts.
