8 Digital Marketing Strategies for Medical Spas and Aesthetic Businesses in 2018
Medical Spas and Aesthetic-based practices can bring in the BIG BUCKS.
If you’ve got a guaranteed stream of new clients each month and past clients that are loyal, lifelong customers, you’re probably sitting on some nice cash.
But for a lot of folks that’s just not the case.
You might be one of those medspa owners lying awake at night thinking: “I need more clients. We’re losing money.”
I’ve been there!
Besides owning a digital marketing agency, I’m also a partial owner in two tattoo removal clinics (very similar business model to medi-spas and other aesthetic-based practices).
It was BRUTAL at the beginning.
The goal has always been and always will be:
More happy, paying clients for your medical spa or aesthetic-based practice. And today I have something that will give you the tools to systematically start seeing an increase in clients:
These 8 medical spa marketing ideas for 2018, if implemented effectively, can help you get new PAYING clients in the door in the next 14 days. They’ll make 2018 your best year yet.
Like I said, you might be lying in your bed at night constantly thinking:
“What are some good spa promotional ideas?” “What are the best spa marketing strategies that I can use to grow my business?” “How do I implement SEO for spa so more potential clients will know I exist?”
This article will walk you through the most up-to-date medspa marketing for 2018 to EXPONENTIALLY boost your business.
The top aesthetic laser companies of 2017 did these things. And they’re not doing too shabby…
Why try to recreate the wheel?
Do the same thing that other successful businesses have done, and you’ll see results.
Do you want to know the most important thing I’ve learned in my years and years of digital advertising?
Getting found on local, mobile searches that are being done thousands of times each day (on smartphones) is the key to your success.
Put yourself in a potential customer’s shoes:
Think about every step that they take when buying the services of a medspa.
What are they going to do first?
They’re going to pull out their smartphone and type into Google:
- “Medspa near me”
- “Medspa in [your city’s name]”
Not ONLY are people searching on smartphones, but…
They’re also taking action.
88% of those people searching for “medical spa near me” on Google are going to taking action and BUY (which equals lots and lots of money).
So After People Hit Enter on Google, Where Do They Look First?
You’re actually wrong:
You probably thought that whichever company ranks #1 on Google will get clicked on first.
Nope, that’s not how it works anymore.
It’s actually proven that people go the the Google Maps Results FIRST.
Take a look below:
You can see in the image above that Organic Map Listings has the most red area, which means that the MOST clicks are on the Google Maps Results.
People will look on the Google Maps for the medical spas that:
- Are closest to their location, since they don’t want to drive an hour across town
- That have the best reviews (I’ll get to this in section 3)
There’s no other way around it: In 2018 you have to be on the top of the Google Maps results in order to get more business. Therefore…
Your First Digital Advertising Campaign Should Be Getting On Google Maps Through an AdWords Express Campaign
If you’ve never done digital advertising before, then this is the place to start. It’s actually pretty easy to implement.
There’s something called AdWords Express.
This allows you to place advertisements within the Google Maps results. You’ll show up at the very top of the list.
Take a look below to see how it works:
And it’s not that hard to do. It’s a 99.99% proven way of generating leads.
There are some other ways to get on the Google Maps Results:
The other main one is increasing your online reputation by generating tons of great reviews.
Once you do this, Google will organically start adding you to the Google Maps Results. I’ll teach you how to do this in section 3.
Bottom Line: You need to be found on the Google Maps Results, so consider doing a Google AdWords Express Campaign.
Most websites out there are horrible:
There’s no reason you should be cold-calling or frantically emailing people to generate leads.
Your website should be doing almost ALL of the work for you.
Your website isn’t some sort of online business card full of boring information.
Rather, it should be a streamlined, medispa marketing machine.
And, if your website is built correctly by integrating the proper keywords and has engaging content, you won’t ever have to search for the following things on Google again – “Medical SEO” or “SEO for entrepreneurs” or “how to market a spa?”
Your website should serve one main purpose:
It should be converting a BUNCH visitors into sales.
So how do you create a website that’ll make you money while you sleep?
Here’s what your website needs:
It needs to quickly and concisely explain how THEY can benefit from using your service. And it needs to have an irresistable “call-to-action” at the top of the page.
When Someone Visits Your Website, The First 15 Seconds Make Or Break It…
According to data by Tony Haile of Chartbeat, you’re lucky if you get 15 seconds to capture someone’s attention on your website.
Just 15 seconds…
And if they can’t figure out where to click or what to do on your website in the first 15 seconds, they’re probably going to exit out and go to a competitor’s site.
But oftentimes folks won’t even make it to your website
What do I mean by this?
Google found that 61% of users are unlikely to return to a mobile site if they had trouble accessing it.
And when they say “trouble accessing it” they mean that it takes more than 2 or 3 seconds to load…
But it gets worse:
And as a result 40% will visit a competitor’s site instead. (MicKinsey & Company)
To make it EVEN worse:
If a lot of your visitors leave immediately, then you’ll have a horrible bounce rate.
The bounce rate is simply the percentage of visitors who navigate away from your website after viewing only one page.
And Google takes that into consideration, which means that it will damage your SEO.
While it may seem like a small deal, it’s not. In today’s world, people just don’t want to wait for a website to load…
So if your website loads slowly on smartphones (meaning it take more than just a couple of seconds), then I’d put money on those people leaving your site.
Then they’ll probably go to a competitor’s site and buy from them. The lifetime value of that client that you just lost could be THOUSANDS of dollars.
If you’re not sure if your website loads slowly or not, there’s a really easy way to find out.
Go to Google’s Test My Site and enter your URL. Besides loading quickly, there’s a couple more things that you need to consider.
Put The Most Important Information Above The Fold
What are the most important things to put above the fold?
1. How visitors can benefit from your medspa
2. What the next step is for visitors to become customers of your medspa
You don’t know what “above the fold means”?
The image below explains it.
When someone first arrives at your site, whatever they can immediately see (without scrolling or clicking on a link) is “above the fold.”
So you MUST have a button that says “Schedule Your Appointment Now” or “Book a Spa Package” right at the top of the page.
You need to make it easy for them.
You need to have beautiful images of your medspa at the top of the page with engaging and convincing text.
Think something like: “Making Health and Wellness Feel SO Good”
That line of texts lets them know that your medspa can make them feel good while increasing their health and wellness at the same time.
Who doesn’t want that?
So remember, that line of text needs to tell them how THEY can benefit.
Don’t use that precious space to say something of little importance like: “A Medspa Located in Denver, CO”
That does nothing to convince the person visiting your website to do anything…
Also remember this very important piece to your website:
No one can schedule an appointment when they can’t figure out how to reach you. On EVERY page of your website, you need to have the following:
- Your phone number
- Your physical address
- Your email address.
Bottom Line: Have 1) A Call To Action (a button to schedule an appointment, etc) and 2) Information about how the person visiting your website can benefit from your medspa At top of your homepage.
Imagine you’re SUPER hungry.
You’ve been craving Thai food all day.
So what do you do?
You go on your phone and you type in “Thai food near me.”
There are 3 restaurants that pop up on the Google Maps Results.
Still following me?
Restaurant #1 has 147 reviews and 4.7 stars.
Restaurant #2 has 83 reviews and 3.6 stars.
Restaurant #3 has 12 reviews and 4.9 stars.
Which restaurant are you going to choose?
If you’re like 95% of people out there, you’re going to choose Restaurant #1 with 147 reviews and 4.7 stars.
THIS IS VERY IMPORTANT:
Even though Restaurant #3 has BETTER reviews at 4.9 stars, they’ve only had 12 people review it. 12 reviews isn’t as convincing as 147.
So keep this in mind:
The quality AND quality of your reviews matters.
It could be the difference between getting new clients daily and struggling to keep your business alive.
Just one or two bad reviews can steer dozens of potential clients away.
If your competitor has more reviews than you do and better reviews than you do, then they’re PROBABLY taking a lot of your business.
Simply put, bad reviews are costing you tons of money.
Here’s what should be doing to manage your online reputation and generate more reviews:
- Comment on ALL reviews people leave for you – both positive or negative
- Reach out to your top 20-50 customers individually and ask them to leave a review. Make it really, really easy for them to say yes to leaving a review by adding a link to your Google Business review area.
- Integrate a Review Generation Software (insert link) that can automate feedback requests through a text message to your customer. This is 78% more likely to get opened than a feedback request via email.
- Ask for reviews through a social media post
- Add a link to write a review in your email signature
- Add a button to your website
Bottom Line: Manage your online reputation through Google My Listing.
This one is kind of funny:
People probably will not read or watch your content. I have to be honest with you.
But content does a couple of incredible things!
- It increases your SEO because Google sees you as an authority in the field.
Instead of just saying your an expert in the space or that you’re the best medspa around, you’re proving it with content. All of the keywords and in-depth content on your website will begin to increase your SEO and generate more traffic.
- It shows that you’re willing to answer your customer’s questions
People want easy access to answer their questions.
You can explain all the benefits of medspas.
You could give the science behind facials and why they’re good for people’s skin.
So if folks actually do read or watch your content, they’ll be much more likely to buy from you.
Hold on a minute!
Just because content is important doesn’t mean you should just put a bunch of horrible content on your site…
You need to put out GOOD content.
This takes time.
My suggestion is to think through all of the “pain points” or questions that a customer has.
From there, you can write articles or film videos that give them tips to solve those pain points or answer their questions.
Bottom Line: Add content to your website to increase your SEO and generate more traffic.
NO. NO. NO. NO. NO.
Stay away from Groupon in 2018.
If you haven’t figured it out yet, Groupon will take a MASSIVE cut of your sales. Not only do you have to give a huge discount, but you also have to give groupon a portion of the money that you bring in.
For a nice medspa, you really don’t want to be associated with Groupon.
Lots of people look to groupon for CHEAP options. And when they think of cheap, they don’t necessarily think of nice.
You’re negatively affecting your brand image by using Groupon. I
f you implement the other strategies from this post, you won’t need Groupon to bring in business. You’ll avoid paying them huge cuts and you’ll be able to have enough paying customers at the price point that YOU want.
Bottom Line: If you properly implement the spa advertising samples from this post, you won’t need Groupon anyway.
You may be confused as to why this made the cut.
But this could have more impact than you think. If you get out in the local community and show that you care, it’ll come back and pay dividends.
You have to be strategic about who you partner with and make sure you get a BUNCH of press to support it.
I don’t want to bring Trump into the mix, but the analogy works:
Any press is good press.
And the easiest way to get good press is to create local partnerships.
They can be business partnerships – where you work out deals with local doctors and practitioners through a sort of affiliate commission program.
These doctors will be pushing patients your way all day.
Or it could be philanthropic partnerships where you team up with local charities or sponsor a youth sports league.
I mean, look at this picture…
Can you imagine all the soccer moms that you’d get as clients?!?!
But like I said, make sure that if you’re partnering with those local charities that you get in contact with all the local news stations to write a press release and/or write a story about it.
Bottom Line: Partner with local doctors and practitioners on a commission basis and/or partner with local charities with some press to back it.
Social media advertising is a little more advanced.
I mention it at the end for a couple reasons:
People think that social media marketing is a cure-all and automatically will bring in business…
That’s NOT the case.
Medspa social media marketing can be extremely expensive and may not generate enough sales to recoup all the costs.
In addition, social media marketing for medical spas requires a TON of work.
You have to constantly be optimizing the copy on your advertisement.
You have to tweak the image and/or video and split test them to see which one outperforms the other.
It can be a headache.
If you’ve never done social media marketing before and aren’t super tech-savvy, I do NOT recommend you try it. If anything, hire a digital marketing company (that’s reputable) and have them do it for you.
But, if you’re skilled at it, social media marketing can bring in tons of business.
You may be thinking “retargeting what?…”
Here’s what this means:
Whenever someone visits your website, this “pixel” (or code) enables you to “follow” them around on the internet and then strategically market to them, either through social media or on the general web.