DEVELOPING A STRATEGY
Keeping a medical spa business running is not an easy job. The medspa industry is fast growing and that means an increase in competition too. You always have to keep up with the trends in order to stay above the competition. It’s easy to get drowned out and lose visibility- and that will negatively affect your business. Having a good marketing strategy can help you increase the traffic to your website and in the long run, more sales for the medspa. Here are 12 tips that will help you develop a good medspa marketing strategy and increase traffic to your website:
Learn which marketing strategies will work for your medspa:
- • Content Marketing
- • Paid Advertising
- • Provide Quality Content
- • Optimize Your Website
- • Online Reputation Marketing
- • Email Marketing
- • Your Website’s Name and Branding
- • Business Listings and Directories
- • Online & Offline Tactics
- • Schema Markup
- • Traditional Advertising
- • Research Competitors
1. CONTENT MARKETING
Blogging is a great way to attract traffic to your website. Creating quality content gives your business the credibility it needs to attract traffic. Digital content marketing for luxury brands such as medspas is a great way to connect with potential patients and inform them about the services offered by your business.
Consider Guest Blogging:
You can request industry leaders, local businesses and respectable bloggers to do guest posts on your website. They are likely to share the posts among their networks and therefore increase your traffic.
It is also an opportunity to link their websites back to yours.
You can also look for opportunities to do guest posts on other reputable blogs as it establishes you as a thought-leader and it is likely to spark an interest in your own website. It also improves the credibility of your business.
Relevance and authority have been proven to increase website traffic.
2. PAID ADVERTISING
Paid online advertising can help you improve on the traffic to your medspa website. There are various ways to do paid ads including:
Pay-per-click (PPC): Pay-Per-Click (PPC), appear on the top of search results based on your keywords. It is much easier to target your audience by demographics such as location. Some of the most common avenues for PPC include Google Adwords, Bing and Yahoo!
Social media ads: Social media platforms such as Facebook, Twitter, Instagram and LinkedIn offer opportunities for paid advertising. They help in increasing the visibility of your social media profiles and website.
Retargeting ads: Retargeting is a way of placing ads so that people who were on your website can see it again when they are on other sites or platforms. It is a way of reminding them of your website and giving them the option of going back to it with a single click. It helps keep your brand in the front and leads to increased traffic.
Native Ads: Native Ads are placed on other websites to provide informational content about your website. It can be an infographic, article or video that links back to your website.
When doing paid ads, you need to consider the ad design, content, positioning and targeting, keyword selection and campaign management. The benefit of paid advertising is that the results can be measured and you can tweak them whenever necessary.
3. PROVIDE QUALITY CONTENT
The importance of having quality content on your website can never be understated.
Visitors want content that they can relate to and easily digest. It may be tempting to use industry language to sound knowledgeable, but it will drive away traffic if they can’t understand what you are talking about.
It is also important to tailor the content to your audiences’ needs.
Develop personas that fit into your audiences. It may take a lot of resources to conduct research on your target audience’s personas, but it will be worth it. Understanding your audiences’ demographics and behaviors will help you tailor your medspa website content to their needs and attract more traffic.
Long-form content is known to rank better on search results but tends to be boring to the visitor. You can spice things up by providing visual content on your website too.
Videos, photos and infographics are attractive and engaging.
They will boost your website visibility and traffic. You can provide a lot of content in very little time through videos. You can offer DIY skincare routines on video or live stream a medspa procedure. People are more likely to visit your website to learn more. You can also share before and after photos, but remember that it is important to seek the consent of the clients you’ll use their photos.
4. OPTIMIZE YOUR WEBSITE
It is important to remember that your website is still your top medspa marketing tool. For any potential client looking to receive a treatment at your practice, they must first be convinced that you are professional and can deliver the results they want.
Your website is the best place to start.
By personalizing your website, you can greet your customers when they sign into your website. Try offering a free consultation, show successful before and afters, and most importantly, show testimonials of happy clients who have visited your practice before.
You may also consider adding a live chat for clients who are not ready to commit to a treatment, but may have questions about your practice or office policies.
There are a multitude of other ways you can optimize your medspa website including:
• Youtube and video integration
• Special offers and discounts
• Mobile first approach
• Social media integration
Since most medspa websites contain a lot of images and videos, it is important to ensure it is easily accessible to mobile visitors. Search engines will place non-responsive websites lower in search engine rankings, which ultimately leads to a drop in traffic.
The number of people who browse the internet from their mobile devices has grown over the years and now stands at 63.4%, according to Statistica.
This means that a mobile-friendly website is no longer an option, but a must-have.
It is also important to have a secure website. Your website visitors are likely to purchase your medspa products online and an insecure website will scare them away. You need to give people assurance that their personal information is not at risk of malicious characters. Investing in website security certificates will pay off in terms of traffic and leads.
5. ONLINE REPUTATION MARKETING
Online reviews play a big role in search rankings. Search engines only want to give their users the most reliable results when they are looking for a service such as a medspa. If your medspa business has not leveraged on that, now is the time to start.
Positive reviews mean a good reputation and that is likely to attract traffic. Statistics show that 90% of potential customers read online reviews and 67.7% will make a purchasing decision based on the reviews .
Respond to negative reviews as soon as you can as it gives the reassurance that you value customer feedback and are working on improving your services.
It is important to have a strategy to politely encourage customers to leave their reviews – whether they are happy with the service or not. You can capture their email addresses and send a follow-up email asking them to leave a review. Be sure to include your websites, social media pages and online directories such as Yelp and TripAdvisor where they can leave a review.
Provide the exact link so it is easier for them to just click on it. Suspicious reviews are always treated as spam by search engines.
6. EMAIL MARKETING
One of the benefits of email marketing for any medspa is that it is an effective and inexpensive way to reach out to prospects for your medspa. The right email marketing strategy will get you organic traffic and qualified leads.
You can use email to inform subscribers of new products or offers.
The best thing about email marketing is that you can always customize the message to the recipient’s interests so it is easy to keep everyone engaged. It is a proven marketing strategy that has always bore fruits. Be as creative as you can with your email marketing.
7. YOUR WEBSITE’S NAME AND BRANDING
It may not mean much to you, but how you name and brand your medspa website matters a lot when it comes to driving traffic to it. People care about their self-image and are unlikely to share links that sound funny and suspicious. Is the name relatable to the services you provide or someone may mistake it for a veterinary website? The name should be professional, easily recognizable and identifiable.
While your medspa promotes the physical wellbeing of your clients, let your website promote mental wellbeing. The name and branding should ooze positivity if you are to attract traffic. The business logo should be simple and perfectly placed on the website. The medspa business is all about aesthetics, so don’t allow your website to be offputting.
8. BUSINESS LISTINGS AND DIRECTORIES
Online business listings and directories help with search rankings and drive more organic traffic to your website. The more credible your listing is, the higher chances of you have appearing in the top of Google search rankings.
Some of the top citations include:
• Google My Business
• City pages
Google My Business allows your customers to give online reviews about the business. Positive reviews contribute towards good SEO ranking. You can also publish posts on Google My Business which contributes to visibility and organic traffic to your website.
Ensure you provide as much information as you can on these citations.
If you are based in different locations, add all the locations in the listings and provide good descriptions. Provide correct and consistent Name, Address and Phone Number (NAP) across all the listings. For example, 114 1st Avenue and 114 First Avenue is not a consistent NAP. Inaccuracies and inconsistencies will only hurt your SEO ranking and traffic.
9. PROVIDE A PERFECT BLEND OF ONLINE AND OFFLINE WORLDS
You can exploit your repeat customers to increase your website traffic. You can do this by ensuring that what they see online is what they get when they visit the shop.
Provide an option for them to subscribe to the latest offers and deals via email.
When they engage your medspa on social media, encourage them to use specific hashtags that are specific to the medspa. It helps increase visibility and traffic in the long run. You can also host online forums to provide informative insights to those who are interested in medspa services. Be as engaging as you can and answer as many questions as possible. Ensure that decorum is observed on those forums.
10. SCHEMA MARKUP
Schema is very important for a medspa website. It is a code on your web pages that will help search engines to retrieve information about the website during SEO ranking.
Some of the most commonly used schemas include:
• Organizational information such as business name and phone number
• Product information, for example, pricing and stock
• Event schema that includes details of the date and time of the event.
Schema markups will help you clarify to search engines that your website is a medspa, therefore likely to appear in the top results when people such for medspa services. You can also use it to promote events related to your medspa business.
The snippets and images in schema also make your website more attractive and engaging to visitors. Unfortunately, studies indicate that only 31.3% of websites have made use of schema markups. So you have an opportunity to get one over your competitors.
11. TRADITIONAL ADVERTISING
Just because you are in a digital platform doesn’t mean that traditional advertising can’t make a contribution. Your medspa website can still benefit from traditional advertising such as print ads, billboards, and TV and radio advertising.
Traditional advertising helps create brand awareness to the masses who digital advertising may not reach.
When using these forms of advertising, it is important to mention that more information can be obtained from your website in order to boost traffic. Give offers and takeaways that can only be redeemed on the website. Keep an open mind so that you are able to learn and keep up with emerging trends in traditional advertising.
12. RESEARCH ON YOUR COMPETITION
Regularly visit your competitors’ websites and see what they are doing differently that you could incorporate on your website. There is always something you can learn from your competitors. Among the things to focus on when researching your competition is the type of keywords they use on their website. However, be cautious not to copy all their ideas and transfer on to their website. The purpose is to improve on what they are offering to website visitors so that you can have the upper hand on search engines.
GETTING STARTED ON YOUR MEDSPA MARKETING CAMPAIGN
There are many factors to creating and maintaining successful digital marketing campaigns for your medical spa. By launching well-rounded marketing strategies, you can attract more clients to your medspa and grow your business immensely.
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.