While a trip to the spa is relaxing, marketing your medical spa is anything but. Have you tried everything to get eyes on your business? Do you feel like you have been throwing money down the drain and aren't seeing good results? Have you run out of spa marketing ideas?
Here are 9 med spa marketing ideas that may have flown under your radar. Read on for some creative ways to promote your med spa business.
Many spa businesses are so eager to launch their marketing campaigns that they forget the most important step, identifying their core audience. Finding your audience is absolutely necessary and should be one of the first steps when creating your spa marketing plan. It saves you money and helps you better target your advertising.
In truth, your advertising efforts may be pretty solid already. But if you're casting your net too wide (or too narrow), you're going to spend money on digital marketing campaigns that won't necessarily generate into leads. Med spa marketing needs to be focused.
Establish a detailed demographic for your target customer and start advertising toward them. This detail demographic is often referred to as a buyer persona. Download a template
Take some time to really consider who your target demographic is before you start advertising or producing content. Will you be catering to a younger demographic or an older one? What are the occupations of your potential customers? Are they financially secure? All these questions will help you identify the buyer persona for your business. Download the template here https://offers.hubspot.com/persona-templates and put some good thought into filling it out. Otherwise, you may be targeting the wrong people.
Here are some examples of buyer personas:
A) Professional Women in their 30s who work full-time and have children. They love to read fiction novels, shop at Anthropologie, and spend time with friends for drinks or dinner on the weekends. This target customer is financially secure but still wants a spa experience that is both relaxing and luxurious.
B) Working Mom in their 40s who is a full-time working mom, often on the go with kids, but wanting to take care of themselves by indulging at the spa for an hour or two every week. They are financially stable but may not be able to spend a lot of money on their spa experience.
C) College Student in their early 20s who is living off campus and trying to save up for school tuition or other expenses by working part-time jobs. They want the luxury of a day at the spa when they can escape from reality, but can't spend a lot of money on those indulgences.
D) Elderly woman in their 70s with grandchildren who is retired and living off savings or pension income from the work she did throughout her career. She wants to indulge herself by spending time at the spa but may not have the financial means for it when compared to target customers
If you're a regular reader of this site, you may recall a recent article where we discussed the significance of inbound marketing. If you need a quick refresher, take a look.
The right inbound marketing strategy is a multi-pronged, content-driven effort. Each business is different, so make sure customize your inbound strategy for your business.
Along with customizing your inbound strategy based on your business, you should also personalize it for your prospects. Most of the marketing automation tools in the inbound space have some way for you to personalize your inbound strategy. If you're using a tool like ActiveCampaign or HubSpot, this is done in a few ways:
- You can create dynamic content based on who's viewing it and what they've viewed in the past
- You can also use personalized email templates that are sent out automatically when
- You can trigger responses and actions based on the lead's actions, as well
Inbound marketing in the medical spa industry is an underutilized and often overlooked opportunity. Medical spas are in a unique position to be able to offer in-person as well as online consultations, which make them perfect for inbound visitors who may not have considered their services before.
Who doesn't love saving money? And with over 3 1/2 billion people on social media, maximizing your social performance should be a priority.
Social media marketing isn't about just posting pictures on Facebook or Instagram and hoping that people will see them. Unless you have a huge following, you'll likely need to include advertising as part of your your spa marketing strategy. Run social media ad campaigns to put your products and services in front of the right people. Then, to drum up even more excitement, offer your customers a little incentive to 'Like' or visit your business.
Here are a few ideas to get your creative juices flowing:
Put yourself in your customers' shoes as you craft your digital marketing campaign. If you were coming to a medical spa, what types of perks would you want? What questions would you ask?
For sales, you need to get people off the social media platforms and on your website.
Include CTAs (calls-to-action) in your posts in order to get people in the door. CTAs could be as simple as "click here for more information, click here for a coupon" - in other words, anything that will drive traffic back to your website.
A landing page is a single-page website that you can create and use to promote your product or service. Landing pages are often used for marketing purposes because they're designed to encourage specific actions, like signing up for a newsletter or making an in-person appointment at the spa.
There are four types of landing pages:
- Welcome landing pages
Welcome landing pages are used to welcome visitors and provide a quick overview of what the business does. You'll have an opportunity to explain why they should sign up for your email list or make contact with you personally. These landing pages can be designed as free standing sites, but often times businesses will include them on their homepage in order to capture leads.
- Product landing pages
Product landing pages are used to sell a specific product or service, while also providing basic information about the offer and company behind it. These landing pages should be designed as standalone sites that visitors have to go through in order to find out more information on your business.
- Landing page for collecting email addresses
Email landing pages are great for collecting email addresses and encouraging signups. These landing pages should be designed as standalone sites that visitors have to go through in order to find out more information on your business.
- Guided landing page tours
A guided landing page tour is a fun way to provide a thorough overview of what you're offering. They should be designed as standalone landing pages with a clear goal in mind - what are you trying to achieve? Why should they sign up for your email list or make contact with you personally?
Make sure that any landing page is relevant and easy-to-read, otherwise it will have the opposite effect and drive people away!
An advantage of landing pages is they're designed with specific goals in mind: conversions (e.g., newsletter signups). You should be able to measure the success of your landing page by tracking how many
- Use it to generate content
- Share articles or blog posts from your website
- Promote social media contests and giveaways
- Engage with your followers and potential customers
- Allow for live chat sessions where you can address customer inquiries in real time
A great online presence is so important. Part of that presence involves making sure your customers know how to find and contact you. Claiming your business listings means that you're telling Google where to find the information about your location and phone number. It also makes it easier for potential customers to get in touch with you.
Business listing sites include: Yelp, Yellow Pages, TripAdvisor, Facebook page, Google My Business, social media pages, or a directory listing website.
Claiming a listing on these sites will make you more visible to your potential customers. It also helps the search engines find your business information and verify your business.
Claiming a listing is easy: find the site, set up an account and claim your business page or location. It's that simple!
At a minimum, every local business should set up and optimize a Google My Business account, as well as a Bing Places account. Since the big search engines own these sites/services, it makes sense that you should be listed on them.
Google My Business (GMB), in particular, is important because this is Google's local SEO tool (free). The information you add to your GMB profile is the information you see in the 'local pack' and on Google Maps. For more information on our GMB management services, click here: https://engageddigital.com/google-my-business-management/
You should also make sure your listing is optimized for search engines (SEO). GMB allows you to post, add photos, add services and more. Each of these allows you to add keywords that the Google can read.
If there's a popular site in the medical spa or beauty industry that offers listings, you need to make sure you're on it.
Your business information online should be consistent. So, make sure that all your listings are live, accurate, and up to date, especially your NAP (name, address, phone)
If you read our guide to inbound marketing, you may recall our discussion on the importance of blogging and content creation. Not all blogs are created equal, though.
The best types of spa advertising content are those that tell a narrative. They emotionally engage the reader. They make them stop and think, "Wow! I didn't know that about spa treatments!"
Perhaps you could recount an situation of your own and detail how services similar to yours helped you recover. Or, with permission, write about a few of your favorite patients and their experience with your spa.
Include patient testimonials on your website and other content and use photos, if possible. Emotions help drive sales, so don't shy away from sharing your own.
The more emotional and relatable your content, the better it'll perform.
Emotionally driven content can also be used to drive traffic back to your website for more information or offers. You may want to create a blog post with CTAs on it - telling customers what they need to do next.
Or, you can create a post that emotionally engages the reader and ask them to share it on social media. You may want to offer something in return for shares - like coupons or discounts!
It's important not only to be emotionally driven with your content, but also consistent. Have fun with it, though. There are no rules about how emotionally driven content should look.
As a small business owner, it can seem like the world is your competition. But that's not necessarily the case.
In fact, partnering with a non-competing business could get positive results for both companies.
Every business has a certain customer base. Some customers may overlap with other businesses in the area. So, it makes sense to collaborate and cross-promote with these business as well.
Partnering with other local businesses can also lead to more referral partners for your spa- companies that refer each other business all the time because they know their clients will be satisfied with the business they refer.
Potential business partners could include: a business that offers complementary services, such as an optometrist for eye exams; local stores, beauty product stores or even restaurants, with whom you can offer customer discounts on products and services.
Consider teaming up with local medical facilities, sports teams, or gyms. For example, in the winter you could offer a discount to anyone who purchases an athletes' package.
The more people that know your business exists and what services it offers, the better off you'll be in terms of generating new leads for your medical spa.
By partnering with other businesses in your area, not only will they see added exposure through your inbound marketing efforts, but you'll also be able to offer more services in a way that makes sense.
Online reviews help sell. New clients want to learn about your business before they make a purchasing decision. The more positive customer reviews your spa has, the more trustworthy they'll see your brand. Customer reviews benefit your business in a number of ways. For one, they help in search engine optimization. User-generated content is always good to have, but when it comes from an actual customer of your spa, that's even better.
Second, reviews help in conversion rates. People are more likely to purchase a product or service after reading what other customers have said about it, especially when those reviews come from someone in their same shoes.
You should also encourage customers to post photos on review sites like Yelp and Google Reviews. Photos are important for medical spas because they're visual proof in addition to written content.
Put together a review generation strategy that works for your business. One way to do that is by offering incentives in return for customer reviews, like discounts on future treatments or a free product with purchase of another. Just don't do this on Google, as it goes against their guidelines.
Marketing automation tools can help make sure that no one slips through the cracks. Many can be configured to send an email to new clients, or those who haven't reviewed your business in a while.
Google should be a top priority. Your Google reviews will show up in Google search engine results, as well as Google Maps.
Social media platforms are also important. The rule for social media reviews is the same as for posting on social media.....you don't need to be on every platform, just the ones where your potential customers are.
As part of your overall digital marketing strategy, you should already have a citation on business listing websites related to your industry, so it would make sense to get reviews posted on those sites as well. Other online directories that allow reviews, such Yelp, should also not be ignored.
Don't forget to respond to customers who write reviews to help build your brand. Responding to reviews shows that you care about what your customers think in a way that's more personal than an automated response. Keep in mind that you should never appear combative with negative review. Instead, address their concerns or issues and offer to talk about a solution.
Email marketing is one of the most cost-effective ways to generate new leads for your medical spa. It's often overlooked by business owners, but it can be a valuable asset in generating revenue and traffic back to your website for more information or offers. There are many benefits to email marketing, including improved conversion rates and more inbound links.
One of the most important things you need to know about email marketing is that it's not just for large companies. Any small business can reap the benefits of email marketing by creating an effective strategy and executing on it consistently.
Use email for lead nurturing and customer retention by creating email campaigns that remind customers about upcoming promotions, the latest services offered at your medical spa, or changes within their account.
Use email marketing automation to generate more business. For example, email automation allows you to set up campaigns and segment customers based on behaviors. This way, leads that have shown interest will get more email content than those who haven't.
It's also a good idea to include links at the bottom of your email for people to visit different parts of your website or social media pages without having to leave email.
The bottom line in medical spa marketing is this: be unique in your approach, but always remember to stay in touch with your customers. When you focus on the customer experience and provide an unforgettable one that they'll want to share, word of mouth will work in your favor.
With these seven spa marketing ideas for a successful campaign, we hope you have a better understanding of how to market your spa in the most effective way.
Of course, not every spa has the time or resources needed to facilitate growth through marketing. If you could use some medical spa marketing help, be sure to get in touch.