In this episode of For The Record, we’re joined by Mary Robb, CEO and Founder of Social Practice, to delve into the art and science of social media marketing in the always competitive, ever-evolving aesthetics industry. She started her career in traditional marketing prior to launching Social Practice in 2019, but she saw the writing on the wall- digital marketing, specifically social, was the key ingredient to building a strong brand.

This episode is a power hour full of SO many insightful tips and proven tactics to turn your social media efforts into business growth, but some of our favorite highlights include:

The Power of Storytelling

Mary believes that social media is fundamentally about storytelling—sharing your passion, expertise, and how you serve your patients. For aesthetic practices, social media has become essential for patient education, community building, and practice growth. But the challenge lies in balancing genuine content with strategic business objectives.

Crafting a Content Strategy

Mary advocates for a structured content strategy that keeps teams aligned and engaged. From content batching for efficiency to defining clear roles and KPIs for staff participation, she emphasizes the importance of making social media a team effort rather than relying on sporadic posts or trendy content alone (and a team of experts when it’s all too overwhelming!)

Engaging Patient Content

One of Mary’s standout insights is her approach to creating patient content, like before-and-after photos and testimonials. She shares practical strategies for obtaining consent and suggests hosting “social media days” with incentives for patients who are willing to share their stories. This approach not only generates authentic content but also fosters a closer community around the practice. Most importantly, it gives Patients the content they really want- information about procedures, outcomes, and what to expect!

Key Content Pillars for Success

Mary recommends organizing content around four primary pillars:

1. Educational Content - Highlight expertise and share treatment insights.

2. Patient Outcomes - Showcase real results through testimonials and procedural content.

3. Culture Content - Provide a glimpse behind the scenes, spotlighting team members and practice values.

4. Sales/Promotional Content - Promote special offers, memberships, and limited-time deals.

In Mary’s experience, balancing these pillars helps practices maintain engagement while driving conversions, blending authenticity with strategic goals.

Tools to Streamline Social Media

Mary introduces tools like Splice for video editing, Sprout Social for content scheduling, and ChatGPT for content ideation, making social media management more feasible for busy practices.

Building Community and Authentic Connections

Mary stresses the importance of engagement beyond just posting. She discusses collaborating with local businesses and micro-influencers, highlighting that authentic connections often yield better results than traditional ads. Transforming your online presence into real patient appointments is the ultimate goal, so be stay on top of what is driving results and do more of that!

This podcast is GREAT for those of us struggling with the daily grind of social media- What to post? What to write? What trends to follow? And on and on… and if or when it all becomes too much, connect with an expert like Mary and her team at Social Practice to help you get the results you need to turn your Posts into Profits!

Connect with Mary:

• Instagram: @maryelizabethrobb & @socialpracticeus

• Website: https://social-practicetx.com/

• Podcast: The Aesthetic Edit

Looking to elevate your practice’s social media presence? Social Practice offers free social media audits and discovery calls to help assess your strategy and identify growth opportunities.