Medical spas are a steadily growing market worldwide, and with growing competition its increasingly important to have an effective marketing plan that stays up to date with changing trends in the industry.
On the good side, the market is healthy and growing, which means more potential clients are out there. On the downside, the number of spas popping up across the country means the competition for those clients is fierce.
All of this means that having an effective digital marketing strategy is absolutely crucial if you want to carve out your niche among the competition. At Brandlift, we understand the importance of digital marketing for the cosmetic service industry, which is why we’ve made that our focus since 2015. We’ve had measurable success with digital marketing campaigns for clients such as AOB Med Spa in Denver, where our multi-prong approach has resulted in, among other things, a better than 100% increase in organic leads.
Building on that success, we’re now providing this updated guide to help answer your basic questions and give you some “pro tips” about effective online marketing for your med spa services. The guide includes several “tactics” that we use for Medical Spa lead generation that we feel can help you market your MedSpa services more effectively.
Integrated marketing strategy is the process of ensuring a unified and omnipresent marketing approach. The most effective marketing plans are not just a website or SEO or just utilizing paid ads. An integrated marketing strategy delivers a consistent message that helps develop brand awareness across multiple channels and targets an audience wherever they are online.
That means implementing several channels from pay per click ads to social media, display, and your website so that your prospective customers will remember your name when the time is right. This can be the key difference between initially drawing a customer’s interest and converting that interest into a sale, which is the ultimate goal of any successful marketing strategy.
SEO is a basic element of any online campaign but in competative markets it often takes a lot of time and effort to rank high for a wide range of keywords. SEO, or search engine optimization, is one of the most powerful forms of online marketing when done effectively. SEO means following Google’s best practices to get your website ranked in the top search results.
An effective SEO strategy starts with keyword research and understanding what relevant terms people are searching for in your area and designing your website content around these keywords. There are two basic types of SEO, “on-site’, which improves your marketing approach by optimizing the use of various elements on your own website, and “off-site”, which involves building your online presence besides your own site. Off -site SEO is a lesser used tactic by inexperience SEO’s but it influences a large part of how Google ranks websites.
1. Make sure your website loads in under 3 seconds and is secured.
2. To grow rankings make sure your website has a depth of content on each subject you want to rank for.
3. Utilize digital PR or “link building” to get your website linked from relevant articles around the web to grow your websites authority.
Keywords aren’t the only element that search engines use in order to rank websites on their results pages. Links from other related sites are also extremely important in terms of improving your ranking. Therefore, good link building can be a significant part of an effective digital marketing strategy.
Clickable links can be embedded in the text of one page to direct users to another page or even to another site. In other words, they are the digital equivalent of a word of mouth recommendation. Placing your link on their page is someone’s way of telling their readers that this is a site worth checking out. Building good quality links can help to dramatically increase traffic to your site.
Search engines will use these links to discover new websites and to determine how well a site should rank in their results. When determining their rankings, search engines look at both the content of an individual web page and how many links are pointing to it from other websites. The better your network of links, the more likely you are to draw the attention of both search engines and potential customers. Google’s algorithm uses “backlinks” to determine just how authoritative your site is on a certain topic.
Pro Tip: If you find that your website is ranked low on page one or page 2, link building could be the secret sauce to increase your rankings.
Any way you look at it, using Google Ads is still one of the most effective ways to generate leads for your Med Spa business. Google Ads can help to position your business at the top of the search results, which is a proven way to gain an advantage over the competition.
Given the statistics listed above about the strength of the market, the importance of that kind of advantage cannot be overstated. While you may have already built up great brand awareness for your Med Spa, you still need to ensure that people using search engines like Google are being directed to your website and Google Ads can be the perfect way to do just that.
Of course, as with any type of marketing avenue, the ultimate value of Google Ads depends on how effectively you use them. Google Ads carry a fairly high cost per click in this industry which translates to a high cost per lead.
Pro tip: Be aware of which specific keywords are generating the most leads and don’t waste your time with the lower performing keywords. This way you can increase the percentage of clicks that lead to phone calls and form fills and ultimately you’ll see a higher ROI. Given the size of the market for Med Spas and the fact that it continues to increase, anything you can do to help your spa stand out and generate as many leads as possible is worth the effort.
In a market where more and more visits from prospective customers come through mobile devices, it is absolutely crucial to focus on responsive web design. This means having a website that is optimized for use on all mobile devices.
As a prospective customer, there is nothing worse than visiting a website on your phone or tablet and having the layout look skewed or out of proportion. That’s a sure way to turn away potential business. Using CSS media queries, layouts and grids properly can result in a website that will look its absolute best on every type of device and that can ultimately translate into increased revenue.
Effective advertising is all about identifying and approaching your target audience. For the MedSpa niche in particular, the largest segment of that audience is women aged 35-60+ and one of the best ways to reach this group is through paid ads on Facebook, Instagram and other social media.
Many med spa owners make the mistake of focusing their energy on daily posts to try and boost their “organic” social media presence and in the process they overlook the importance of paid ads. In fact, Facebook can be one of your best ROI tools in terms of lead generation, but only if it is used properly in conjunction with other digital marketing strategies.
Some specific points to help maximize your use of Facebook include:
If you’re looking for a great way to increase business and maximize your digital presence, we offer a free thirty minute digital marketing consultation as well as a free SEO Audit. Contact us if you have any questions and we’ll help you convert those clicks into satisfied customers.