Sweat. Tears. Blood.
OK wait… maybe not blood, but you’ve definitely poured your sweat and tears into the stress and strategy it took to open your medical spa business. After months of hard work and steady devotion of all your waking time and every ounce of energy into the development of your business plan, opening day hit and your marketing work was done, right?
Marketing for your medical spa is an ongoing endeavor that requires just as much, if not more, effort and budget than it takes to plan for and open your spa in the first place. In fact, this is one of the most common things spa business owners do wrong. They plan and budget for the grand opening of their medical spa, then fail to put forth at least the same amount of effort towards their ongoing digital marketing campaigns.
Competition in this field is tight with tons of new clinics opening up in cities across the nation. You’ve got to do it right to keep an edge over the competition.
Ready to book up your appointment log with a steady stream of customers? Keep reading to learn the biggest mistakes you may be guilty of when it comes to the digital marketing strategy for your medical spa.
1. Dumping Marketing Tasks on the Staff
Marketing is a group effort. Certainly, the staff members at your spa are more than capable of contributing to the overall marketing goals, but that is not what you hired them to do! In other words, just because you have an employee that loves posting on social media, this does not mean they are qualified to create custom business posts to represent the voice of your business and build your brand.
Budget accordingly to allow for trained marketing professionals to plan, implement, maintain, and constantly improve your marketing work and efficacy.
2. Allowing Tech Support to Run Marketing Campaigns
Here’s the thing, tech support workers and developers do have some generalized search engine optimization (SEO) experience - usually. However, that does not automatically equate to that of an SEO specialist. Be leary of a website technician that offers to handle all of your SEO or other marketing tasks. In fact, it’s never a good idea to hire someone as a developer or “techie” that claims to be a “jack-of-all-trades,” but that is another topic!
Working on the website is a big job and one must know their way around a site to do so. While support techs certainly know where to enter H1 tags and metadata and the importance of them, this does not mean they are able to get inside the mind of the writer and analyze data to determine the best onsite marketing strategies right for your business.
3. Handling All the Spa Business Marketing Yourself
No one knows your medical spa as well as you do. Nobody. Therefore, it may seem like a good idea to save the money and just handle all the marketing work yourself.
Internet marketing is the wave of the future and the old school efforts of spreading your brand by word of mouth and a listing in the phone book simply won’t cut it.
I know. I know. You’re thinking to yourself, “But I know how to send emails and post on social media. How hard can it be?”
Believe it or not, a good medical spa marketing team has years of experience and trials and errors that influence every single move they make for your business. Strategizing, measuring key performance indicators (KPIs), making sense of analytics, and implementing actionable insights are tasks best left to the professionals.
Another factor to consider is your time. Even if you are keen on all the best online marketing strategies in the book, your job is to run the business. You have enough on your plate from managing employees to inventory and other business management tasks, don’t risk the chance of putting forth less time towards the important task of medical spa marketing because you’re simply stretched too thin.
4. Taking an Old School Approach to Digital Marketing
Panda? Penguin? Poodle? What was that latest Google update again?
Be careful or else you’re liable to miss it!
With all the Google algorithm updates and industry standards for best practices and effective strategies, if you are not keeping up with the times, your business will suffer. Even worse, if you miss an important update by Google that directly affects your website ranking, you could suffer a penalty that may be impossible to recover from (seriously, some websites never come back).
Aside from the fact that online marketing standards experience frequent updates, so does your industry! As mentioned earlier in this article, medical spas are literally popping up on a daily basis. If you’re not paying attention or working with a skilled group of professionals who are, you’re setting yourself up for failure.
5. Failing to Nurture Leads to the End of the Funnel
Are people coming to your website? Do they open your emails? If so, where do they go? What do they click on? Do they click at all or do they quickly bounce off?
All of these are critical questions whoever is in charge of your clinic’s marketing work needs to know. Moreover, beyond knowing this information, how this data is used to influence business decisions is what really matters.
The “buyer’s journey” can take different paths for a lead to become a conversion. Where each lead is at along the sales funnel will determine what should be done to convert it into a customer. For instance, did they come to the website and fill out a contact form? Time to reach out to them with a call or email! Did they open an email marketing blast? Time to follow up with an autoresponder! Lead nurturing is usually the most frequently overlooked marketing tactic, but it carries the greatest potential to make a noticeable impact on your business.
Need Help with Your Medical Spa Marketing?
We can help! For more than a decade, owners of medical spas have trusted us to handle their online marketing campaigns. Unlike the “jack-of-all-trade” digital agencies, we specialize only in medical spas such as yours.
Sit back. Relax. Kick off your shoes. And most importantly... stay calm knowing you’re in good hands. Our tactics are guaranteed to generate and convert leads so your medical spa can grow and thrive. Contact us today to learn more about our digital marketing services.