Med Spa Marketing Begins With Your Growth Objectives
- Do you want to simply maintain your current client base, or is growth your goal?
- How many calls does your website generate per month? What about your social media profiles? Do you know which is more effective at producing leads?
- What is the most profitable service that you offer to clients? Are you looking to offer any new services, or do you want to reinvest in marketing the ones you already offer? How much profit does the average client generate for your business? You need to know the answers to these types of questions to come up with a marketing budget.
- What areas of the med spa industry do you want your marketing efforts to focus on? Do you offer any services that set you apart from your competitors? For large med spa operations, showcasing a wide variety of services on the company website is a plus because you can tailor your services to a large part of the population. If your med spa is smaller, focusing marketing efforts in one or two areas becomes more cost effective and shows greater returns than spreading your budget over a wide portion of the market.
Med Spa Marketing Fundamentals
- Adwords: Most med spa specialty areasare highly competitive. If you Google how you would like to be found and see your competitor’s ads then you’ll need to be there too.
- A Website That Converts: Your website needs to load in 2 seconds or less, look great on mobile and make it very obvious what you do and why you’re different from other med spas.
- Local SEO: Your spa needs to be on the map. This is accomplished by creating keyword rich listings in hundreds of online directories. It is one of the most cost effective and fastest ways to be found and should definitely be part of your strategy.
- A Newsletter & Blog: Find a way to regularly connect with your clients, prospects and fellow spa industry experts by sharing a monthly newsletter with your blog excerpt, upcoming events, pictures of your med spa team in the community or with clients and tips. Remaining top of mind will help with professional referrals and make your spa the one prospects call.
Next Level Med Spa Marketing
- Are you networking? Do you take full advantage of the handfuls of business cards you collect or do they sit on your desk? A CRM system is a perfect tool to automate nurturing those leads. Send customized emails that look like you fired them off from your account personally. Ask for referrals and testimonials, automate aspects of your new client onboarding. Did an initial consultation not close? Send an automated check in.
- Social Media Visibility: Do you have a LinkedIn profile? Do you have positive reviews? Are you active daily on LinkedIn, Facebook, Google+, Instagram & Twitter?
- Social Media Engagement: Visibility is the first step but you want to network online the same way you network at events. Join medical and community online groups, comment on posts, share and make connections. Out in the community? Share pictures! Can you profile clients? Share testimonials?
- On Page SEO: This involves optimizing the load speed of your med spa’s website (like a car, it will slow down over time without a tune-up), making changes to the code to be more search engine friendly and optimizing your content for target med spa industry keywords. A proper med spa SEO strategy will help your Adwords campaign to perform better and cost you less per click.
- Online Reviews: People really do care what others think, especially when it comes to choosing a med spa. The more 5-star reviews you have on Facebook and Google, the more confident a client will be to try your services. Even if they find out about you elsewhere you can be certain they are checking you out online.
- Videos and Photos: Your visual media needs to make you stand out, so try to be different with the content you create and share! On your website show professional photos of you working with clients. Shoot 1-2 minute videos for your website and social media of you providing beauty, health, or other industry tips, sharing a story of a client who did or didn’t do something that either saved them or caused issues or of a client saying nice things about you. Visitors to your website or social media should get a feel for what it would be like to work with you.
This month marks my 3-year anniversary with ZenChange. Ever progressive and paying forward their own small business positive learning curve experiences, ZenChange gives me confidence and support as I navigate the internet component of my marketing plan.
Carol Montgomery
Montgomery Somatics