There is more awareness than ever before for med spa services. Growth in searches has skyrocketed in the last 7 years.
The below chart illustrates how significant this growth has been online. A 15x increase for “med spa near me” since 2014. And there are no signs it’s slowing down anytime soon.
Jane’s story provides insights into this growth and the med spa customer journey - thousands of potential customers go through something similar every day.
Jane had been a stay-at-home mom for the past two decades. Her kids are now in high school and college, and she is starting to feel like she has neglected herself.
Jane looked in the mirror and saw that she still looked good, but she knew she could look better. She wanted to look youthful and sexy again. Jane had tried dieting and regular exercise, but it hadn't made much difference.
Then Jane discovered a local med spa that could help her achieve the look she had wanted for 20 years. She grabbed her phone and began searching.
She knew the treatments were expensive, but Jane decided to go for it. After a few months of treatments, Jane looked terrific! She felt more confident than ever before, and her husband told her she looked younger than ever.
Every day, thousands of women and men have a similar story as Jane. Whether it’s women looking for a “mommy makeover” or men that want to look more youthful and remove the “tough guy” tattoos they acquired two decades earlier.
But many medical spas lack an effective marketing strategy that capitalizes on this exponential increase online growth. And most importantly, a strategy that leans heavily towards online marketing for more leads, sales, and profit. It's not their fault. Many practitioners and marketing people wear many hats and are too busy running their business to stay abreast of the constantly evolving marketing landscape.
In this post, I cover a list of med spa marketing strategies that any location should embrace to capture this growth in awareness and searches for med spa services. The below marketing ideas should get you thinking and help put you on a more effective marketing path.
Optimize Your Google Busines Profile
(formerly known as Google My Business)
As the go-to search engine for millions of people around the globe, Google is a powerful tool for driving traffic to your med spa. But to maximize your reach, you need to go beyond simply having a website — you need to create a fully optimized Google Business Profile. By filling out your profile completely and accurately, you can ensure that potential customers will find everything they need to know about your business, from your hours of operation to your services and pricing. In addition, ensuring that your profile is up-to-date and accurate can help build trust with potential leads, making them more likely to do business with you. So, an optimized Google Business Profile is essential if you're serious about generating more leads for your med spa.
Improve Your Local SEO Presence - Search Engine Optimization
Now that you have an optimized Google profile, you need to increase the likelihood that your business shows in Google local search results and on Google Maps. Local SEO relies heavily on local citations. Citations are other websites that list your business name, address, and phone number (in the SEO industry we refer to this as a company’s NAP).
Consistency in your NAP and the volume of citations are two important determinants of ranking higher and for more searches within Google.
Examples of a local citation include your company’s Facebook page, Yelp page, a listing on the local chamber of commerce, and other sites specific to your med spa niche, and then sites specifically for your geographic area (i.e. sites that list businesses in your city or town). A related post here for medical Spa SEO strategies you can implement now
Develop a Content Marketing Plan
Everyday people perform hundreds of different searches related to services and treatments that med spas provide. From laser tattoo removal to Botox, fillers, and more. What people search for is as varied as the treatments. As a matter of fact, fifteen percent (15%) of the searches Google sees in a day it has never seen before.
You need content to capture these searchers. For example, people have dozens of questions about tattoo removal - below is a small sample.
However, if you don’t have content that answers these questions you cannot capture this search traffic - Google has no reason to show your site, but it will show the websites that do have content that answers these questions. There are hundreds of med-spa-related questions that people ask daily.
A data-driven content strategy that brings forward the most searched topics is essential for content that will produce more leads and sales. After all, without a data-driven content strategy, you are flying blind with the content you're producing. (here's a related post on an SEO content marketing case study that illustrates the success)
Start Email Marketing or Marketing Automation
Email marketing is one of the most effective and inexpensive ways to reach potential and current customers. It’s excellent at maintaining mindshare and brand awareness.
In fact, email is still the preferred method of communication for many people, which makes it an ideal way to connect with your target audience. With email marketing, you can send personalized messages to customers and prospects, which helps to build relationships and loyalty. Email marketing is also highly measurable, so you can track metrics like open rates and click-through rates to see how your campaigns are performing. And best of all, email marketing is inexpensive, making it a great option for you.
A more robust and effective cousin of email marketing is marketing automation.
Marketing automation is a revolutionary marketing tool that saves time, boosts conversion rates, and increases sales. Its biggest benefits are that it automates marketing tasks and processes thus freeing up valuable labor resources.
It can be used for sending and tracking emails, managing customer data in a central location, and creating campaigns based on what customers want or need - all the while increasing sales with improved conversion rates. Additionally, marketing automation provides marketers with valuable insights into customer behavior.
For both email marketing and marketing automation, ensure you have the following DNS records: SPF, DMARC, and DKIM. These three DNS settings ensure that your email is delivered to the inbox. Without these, it's much more likely that your email will be labeled as spam and never reach the inbox. (reach out to me directly with questions on setting up your DNS)
Utilize Paid Search Advertising - Google Ads (PPC)
Paid search campaigns, also known as Google Ads, are an effective way to attract new patients to your med spa (a related post here on Google Ads for Beauty Salons goes into more depth). By targeting potential patients who are searching for medical aesthetics terms online, you can significantly increase the chances that they will visit your website and consider your services. After all, people searching online are pre-qualified “warm” leads. We know they are interested in your services because they had to type in the search terms into Google.
Paid search campaigns can be customized to target specific cities or zip codes so you can focus your budget on only the areas you want. You can set a budget and choose how much you are willing to pay on a daily basis. In addition, you can target potential patients based on their search history, demographics, and interests. (Related post here on how to identify a budget for Google Ads).
Get Positive Reviews & Leverage
Active Review Mgt
A Pew Research Center study from 2015 found that a significant portion of adults check online reviews before purchasing. Put a system in place now that encourages your existing customers to leave positive reviews on your Google Business Profile, Yelp, and other online directories. With marketing automation this can be implemented quickly and easily.
Positive reviews can improve your online presence and help attract new customers. Respond to negative reviews in a professional and courteous manner. And make sure to have any inappropriate reviews escalated for removal - it's common that competitors or disgruntled ex-employees can leave fake reviews.
Remember Google reviews show right in local search results and on maps. Nothing negatively affects lead generation more than poor overall review profiles. Marketing automation can be used to create campaigns that automatically ask you're happy customers for good reviews too, helping you to scale the effort and consistently build your online reputation.
Implement Automated Referral Request Systems
Asking for referrals from happy customers is a great way to increase new leads and sales. New customers trust personal recommendations over anything else, so referral requests are an essential part of any business' marketing strategy.
With marketing automation systems in place, you can automate the referral request process and make it even easier for your customers to refer their friends and family. By doing this, you'll be able to increase your referral rate and generate more new leads and sales.
Here are a few tips to get you started:
By following these tips, you can create a referral system that will help you increase new leads and sales from your happy customers.
Use Paid Ads on Social Media - Facebook Ads, Instagram Ads
Use social media to reach a wider audience and build relationships with potential customers. Create engaging content in your ads that showcases the services offered at your med spa. Facebook and Instagram ads can reach a wide audience of potential customers .
However, without ads, you have a severely limited ability to drive any measurable results. Your Facebook page posts are nice, but they reach only 1 - 2% of your fan base so you need ads to reach them anyway. But with paid social ads, your reach and exposure are almost unlimited. Be careful about using the Boost Post option, too. (a related post here on using Facebook Ads for beauty salons is a good read and goes into good case studies)
Understand Your Target Audiences
Any good marketing strategy starts with the customer.
Know who your target audiences are. You have multiple customer segments - men, women, old, young, empty nesters, and more. Each of these customer segments has different needs, wants, and limitations to buying.
How you speak to each segment varies greatly. Your marketing should reflect these differences. At 39 Celsius, before we do any marketing, we walk through a customer persona worksheet that clearly profiles each customer segment so that we ensure our marketing aligns closely with each.
By embracing marketing strategies and ideas above, and creating systems and processes with marketing automation that allow you to scale your marketing efforts, you will be on a rapid trajectory to success.
If you are ready to take your business to the next level, schedule a call with me now. I would be more than happy to help you get started on your journey.
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