Is your medical spa social media presence getting lost in the shuffle? Are you disappointed at how many prospects don't notice your work in attracting their attention through social media? Then it's time for a targeted attack with Facebook and Instagram ads. We’re taking aim at today's most profitable med spa social audiences by narrowing down and targeting new customer segments that need your med spa services.
Facebook and Instagram are still the dominant social media platforms, and by a large margin over any other. No other social media channel has anywhere near the volume of people nor the targeting abilities that Facebook provides.(read our related post on Facebook ads for beauty salons)
But remember that ads are necessary to reach your target audiences and create measurable results. Almost nobody sees your organic page posts (1 - 4% only of your page fans). But with ads, your reach to target and your ideal audience is almost unlimited.
The below audiences are only a sample of what you can target. Still, they will grow your local brand awareness, lead generation, and sales.
In the examples below, I am using Temecula, California, for the geotargeting for these audiences. Your audience size will fluctuate depending on where you’re located and how densely populated the area is, and how wide your geotarget is. Likely, your customer base is within a 10-mile radius if you’re in a suburban area.
Targeting Laser Hair Removal Prospects
First up is targeting people that have an interest in Laser Hair Removal. Here we’re targeting all genders, 18 - 65. Our target audience size is 223,000 - 263,000 people.
And you can further segment this audience to write killer copy that speaks directly to that customer segment. You likely have multiple customer segments that are interested in laser hair removal. You can segment women and then men and use imagery and copy that speaks to each segment's needs. Segmentation is essential. Avoid using general imagery and copy that tries to appeal to everyone but appeals to no one.
Targeting Mommy Makeover Prospects
With this audience, we’re identifying women who have spent years raising their kids and want to focus on themselves now - they want to look and feel better. You likely have a range of services you can offer. For this audience, we build it using several different demographic and behavioral signals. We found 31,000 - 37,000women we can reach with our offers. We can segment on:
Women That Spend on Lashes Likely Need Your Med Spa Services
Let’s take the Mommy Makeover audience a step further. Now we’re adding Interests:
Skin Procedure Audiences (blemishes, moles, tags, etc.)
Many people in their 40s and over are dealing with skin issues from being in the sun in their earlier years. You can target men or women for this. In this case, however, we segmented for women with additional targeting. We found 36,000- 43,000 women from the 35 - 65+ age range with kids.
Targeting Women That Like the Outdoors and Physical Fitness
It’s not uncommon for moms that like the outdoors and physical exercise that is outdoors that have been exposed to the sun and have skin issues. This segment of female customers could benefit from body and face services to wellness and vitality services.
Now, in this particular targeting example, we narrowed the audience by requiring that they must also have an interest in Physical exercise, in addition to having at least one of the other targets.
This segmentation allows you to focus your ad creative (images and copy) on precisely the type of person you’re targeting. By doing this, you can create a far better response.
Birthday Specials & Women Focused on Appearances
Finally, do you offer any birthday specials or discounts? How about targeting women that have a birthday in the coming week and have the following interests:
This segment has a focus on appearances, and there are likely many services you could offer them combined with a birthday special. This audience has 62,500 - 73,500 women in the greater Temecula area.
Social Media Advertising Best Practices
Define Your Objective - Choose The Correct Campaign Goal
Before you create your campaigns, you must decide what you want them to achieve. Do you want to increase brand awareness? Drive traffic to your website? Increase sales of a specific service? Sell gift cards? Once you know your objective, you can choose the correct campaign objective that aligns with your goals. Facebook has more than nine different campaign objectives. Be careful about using the Boost Post - often, this is a poor use of ad spend dollars.
Keep Your Ads Relevant
Part of going through the above segmentation examples is so that you can keep your ads relevant. You can’t be all things to all people. And writing ads that appeal to everyone means you appeal to no one. Your ad should be targeted to a specific audience and offer something that is of interest to them. If your ad is not relevant, people will simply scroll past it without giving it a second thought.
Make Sure Your Ad is Eye-Catching
Another important thing to keep in mind when creating Facebook ads is to make sure they are eye-catching. Your ad should stand out from the rest of the content on the page and grab attention. Use bright colors and images that are relevant to your product or service.
When creating your ad, be sure to include call-to-action phrases such as "click here," "learn more," or "sign up now." These phrases will encourage people to take action and click on your ad.
Test Different Versions of Your Ad
Once you have created your ad, it is important to test different versions of it to see which one performs the best. Try changing the image, headline, or call-to-action phrase and see how it affects the performance of your ad.
Set Up A Retargeting Campaign
Because the sales cycle can be long (i.e. the time it takes for a prospect to buy), retargeting helps maintain mindshare with the customer while they are deciding which med spa service to use. Set up retargeting campaigns based on people that have interacted with your Facebook and Instagram ads, anyone that has interacted with your page, and any website visitors. And finally, load your customer lists into your Facebook ad account and re-target the people on that list.
Finally, marketing campaigns that leverage exposure in different channels and are integrated will deliver the best financial results in terms of overall marketing success. By investing in SEO but ensuring you have website retargeting campaigns enabled with Facebook and Instagram ads ensures you are showing ads to site visitors coming from search. And don't for forget Google ads - still one of the most effective advertising tactics. (related post here on Google Ads for beauty salons).
Need help with your social media marketing?
Schedule a quick call below with me or visit our office if you're local. I'm an open book with digital marketing and happy to chat with you about your needs.