Digital advertising has quickly become quite important for medspas and just about every other business. If your medspa does not have a digital advertising campaign along with a robust web presence, you will be at a major competitive disadvantage.
As time progresses, that many more people will flock to the web for information about local medspas. Sadly, there is a good chance inferior medspas who focus their efforts on mastering digital advertising will win that much more market share even though their services are not the best in town.
In other words, the manner in which your medspa advertising is conducted is just as important, if not more important, to success as the merit of your services.
The Initial Steps
Your digital advertising and marketing efforts might end up being partially in vain unless you make the proper preparations. A polished website and strategic branding are particularly important for successful medspa advertising. In short, your medspa needs a cohesive brand identity in order for the digital marketing push to truly resonate.
All sorts of elements play a part in developing your unique brand:
- • The logo you use for your medspa business
- • Your company tagline
- • Imagery you use to promote your brand
- • Colors and other aesthetic nuances of promotional materials
Fail to create a strong brand and your customers will struggle to associate your business with your chosen brand image, tagline and other information that should be its identifying characteristics.
Every medspa needs an overarching style guide that the website, conventional outbound advertisements and other marketing materials use. This way, people will immediately recognize your medspa’s logo, colors and possibly even the font you use and ultimately make the connection between your digital marketing effort and your business.
Your medspa’s website design is particularly important as it is the virtual space where prospective clients learn about your value offering. Furthermore, your website is also important in the context of Google and other search engines.
If your medspa website lacks content and/or does not have the appropriate keywords/phrases for search engine optimization purposes (SEO), Google and other search engines will not rank it high on search results pages.
Your medspa website should be aesthetically pleasing, informative, laden with the appropriate keywords and easily navigable. If necessary, redesign and rewrite website content before narrowing your focus on the nuances of your company’s digital marketing strategy.
Digital Advertising Methods for Medspas: Google Advertising
Do not let the prospect of paying for Google ads sway you in another direction. Google advertising has helped countless medspas and other businesses generate important new connections that prove quite profitable across the long haul.
Nowadays, just about everyone uses Google for online searches. In fact, the latest data shows over 92% of all internet searches are performed through Google.
Google advertising is your opportunity to elevate your medspa to the first page of search engine results pages, commonly referred to with the acronym of SERPs.
Pay for a Google ad and it will appear in the “ad” portion of the results pages when those who search for relevant keywords or key phrases type those words/phrases into the search engine query box. However, merely putting up any old Google ad won’t convince interested parties to pay for your medspa services.
The best Google ads have carefully crafted headlines that demand attention. Create a truly engaging Google ad and it really will help your business generate important new inroads with target clients in your locale.
The success of your Google ad campaign is also partially dependent on whether your website is properly optimized for search engines with the appropriate keywords and key phrases. Your website and Google ads should contain similar keyword and key phrases. Replicate these essential words and phrases and it will be that much easier for Google’s algorithms to understand you are providing truly relevant information as opposed to littering the web with even more spam.
Medspa Advertising on Social Media
Medspa owners, managers and employees are well aware of the fact that many of their clients are women. In fact, a whopping 85% of medspa clients are women. Women tend to be deeply engaged with social media platforms, especially Facebook. An incredible 79% of female internet users in the United States logged into Facebook in the third quarter of this past year.
The prudent use of social media ads will help you connect with this key demographic, communicate your unique value offering and convince them to spend on your medspa services. In other words, social media is essential to reaching as many people as possible, converting those prospects into paying customers and maximizing your bottom line.
Instagram, Facebook and other social media platforms provide business owners and managers with highly specific targeting tools. These tech tools ensure your social media advertisements appear in specific users’ news feeds, making it easy to connect with people based numerous factors including:
- • Location
- • Specific demographics
- • Interests
- • People/groups target clients follow
- • Other key data points
Aside from buying ads on social media, it is also prudent to interact with those who follow your medspa on these critically important platforms. If anyone comments on your social media posts or asks a question, respond in a timely manner.
Every social media post should include a call to action toward the end to suggest the reader or follower take constructive action to benefit from your value offering. Even something as simple as directing the reader toward your website or listing your phone number will encourage people to make phone calls to schedule appointments.
Blog and Website Content for Medspa Advertising
Most prospective clients will spend at least a couple seconds on your website when determining whether your medspa services are worth their hard-earned money. Some interested parties will click on every single page of your site including your blog. Ideally, the content on your website and blog will be written by professional writers.
The best blogs put your nuanced expertise on display, prove you are an industry authority and help prospective and current clients solve problems. This is your opportunity to show off, explain why your medspa services are worth every penny and educate your audience about the merits of your value offering.
All website and blog content should be laden with keywords and key phrases to draw in as many interested parties as possible.
This way, people searching for medspa services in your region at the current moment as well as those who search for such services down the line will find your online content and be that much more likely to pay for your services.
However, it is important you do not fall into the semantic trap of using industry jargon that has the potential to confuse the target audience. Do not assume people who are interested in your medspa services understand the industry lingo simply because they are looking to improve their personal aesthetic. Instead, view your blog and website as a platform to further educate your audience, ultimately boosting the chances of them spending money for your services.
Medspa Advertising in the Form of Email Marketing
There is a common misconception that people do not check their email as often as they used to as most email boxes are rife with junk mail, similar to tangible USPS mailboxes crammed full of paper ads. However, the little-known truth is most people really do still check their email on a daily basis and are willing to read an email from a local service provider.
Many such prospective customers make buying decisions based on the content of these electronically transmitted messages.
In other words, your medspa advertising push will greatly benefit from email marketing. Email is unique as a digital marketing tool in that it integrates quite well with numerous other channels. The use of email with a professionally-made website, SEO blogging, social media and other digital marketing channels will gradually expand your client base.
Email marketing is particularly helpful for lead nurturing. This is your opportunity to remain in contact with those who have visited your medspa in the past, current customers and even those who have visited your website. Furthermore, if anyone fills out a contact form or specifically signs up for your email list, you can send them as many emails as you desire. There is no need to craft an idiosyncratic email message for every single customer.
Rather, you should use email marketing to target specific groups of target prospects. Narrow your target audience and your email just might convert them into paying customers. However, the content, tone and organization of your email has the potential to make or break this digital marketing strategy.
The email subject line is especially important as it communicates the purpose of the email.
Your email subject lines should immediately grab the recipient’s attention. The email body should provide helpful or informative content, include links to your medspa website/blog and contain a persuasive call to action. The email should also have the sender’s digital signature so the recipients understand a real staff member sent the message as opposed to the business itself.
Fail to create the impression that an actual staff member dedicated time to crafting the email and you run the risk of recipients assuming it is a generic email sent to everyone on the mailing list.
Thankfully, automated marketing solutions now exist that automatically fill in recipient details into numerous fields throughout the email messages.
Let one of these advanced computer software programs do the work on your behalf and your team will be liberated to square their focus on other digital marketing opportunities or providing medspa services to paying customers.
Recognize the Power of Influencers for Medspa Advertising
If you are reluctant to pay a social media influencer to post a paid advertisement for your medspa or subtly endorse your business, you are not alone.
Most business owners and managers scoff at the idea of paying even a small amount of money to such an influencer. However, compensating a social media influencer to promote your medspa just might prove quite lucrative. The key is to find the right social media influencer in your region through an extensive vetting process. Find someone who aligns with your company’s ethos and brand, have them covertly or overtly promote your medspa and his or her followers really will give serious consideration to patronizing your business.
Keep in mind, it might only cost a hundred dollars or so to bring a social media influencer into your digital marketing fold. Spend $100 for an influencer to tout your medspa on social media and this minor investment just might generate hundreds or even thousands of dollars in additional business across posterity.
Medspa Advertising Through Video Marketing
Just about every business can benefit from a YouTube channel.
Post short videos to your YouTube channel, link your audience to those videos through social media and you will make that many more meaningful connections. Video is important as some people respond better to brief video content as opposed to the written/typed word.
However, it is a mistake to make promotional videos in excess of two minutes. The average person’s attention span is rapidly shrinking as a result of our on-demand societal shift in the past couple decades. Keep your digital advertising videos short, embed them on social media and your website, be patient and the results will show in due time.
Focus on Digital Advertising Before the Competition Steals Your Business
The moral of this story is medspa owners and managers who devote advertising resources to digital marketing stand a much better chance of winning new business across posterity. Rest on your laurels, neglect the opportunities presented by digital advertising and you will struggle to land new clients.
The right combination of digital marketing methods will make it easy for prospective clients to find your business on the web, understand the merits of your unique value offering and become loyal customers across posterity.
By: Frank DePino
Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.