As much as marketing is a science, a majority of that science is derived from psychology and an in-depth examination of human behavior. We use certain colors in marketing materials to evoke positive (or negative) emotions. Keywords help drive sales. Just the right, catchy tune […]
Author: Madison Marchetti
The web is now the primary information source for most consumers. Businesses with a strong web presence are more likely to thrive than those without one. Whether you’re selling products, offering medical or legal services, or running a business-to-business operation, there’s a good chance most […]
Health and wellness are top priorities for consumers these days, which is why we’re also seeing a large rise in popularity for medical spas. In fact, since Google first started tracking search traffic in 2004, there’s been a 1,500 percent increase in search interest for medical spas. Now, more than ever, med spas should flex their marketing muscles to help capture the growing popularity of the industry. Email marketing is a great way to do just that. It’s also one of the best marketing methods to help reach out to potential customers before they land on a competitor’s website instead of yours.
Capture clients before (and more frequently than) your competitors
Potential clients aren’t traveling across the country for medical spas. Instead, they’re going local, and 80 percent of consumers go to search engines (primarily Google) to look up information on local businesses. It’s important to make sure your business is part of that search traffic by investing in effective SEO strategies, but you can also get more eyes on your business through email marketing
Keep in mind that when a potential client goes to Google to search for a local med spa, they’re also going to see your competitors. Depending on how well you’re ranking on Google based on the keywords most important for your med spa, potential clients may see your competitors listed more prominently, as well. And if your competitors are ranking higher, or have better reviews, you may end up with far fewer conversions.
However, email marketing makes it easier to work with Google’s search results instead of just working around them. The old school marketing principle, the Rule of 7, applies here. That rule says that potential buyers need to encounter your product seven times before taking action. If your only reach to clients is through Google searches, they may only see your brand name once. However, if you capture them through email marketing as well, social media, blog posts, and even direct mail, you’ll get more eyes on your business that will increase the likelihood a client walks through the door.
Enhance your SEO content strategy
Most SEO strategists will tell you that to help your website rank, you need regularly updated content. There are many ways to go about this, blog content incorporating keywords that you want to rank for is a starting point.
Even with that accomplished, there are still no guarantees when it comes to ranking on Google. You may have the most interesting, well-written, and valuable content on the web, but getting it onto the top of a Google search and into a position to convert is no easy task if other SEO musts aren’t falling into position as well. Email marketing can help supplement the Google ranking difficulty by getting more eyes on your content, even when it’s not ranking well.
Email campaigns typically involve more than just text. You can include links back to your website’s content, including blogs, articles, or landing pages you’ve designed to help promote your med spa’s products and services. From there, you may be able to encourage more clients to return for repeat or new treatments and may be able to increase the flow social media shares, which in turn can help the content rank better.
Offer incentives directly through email
Everyone loves good deals, discounts, and freebies. Email marketing makes it easier to offer those goodies directly to potential clients. Anything from free consultations to discounts on the most popular type of services you offer could be worthwhile.
For example, the American Med Spa Association (AmSpa) found that chemical peels were the most popular procedure in 2016 and 2017, followed by aesthetician services and botox/filler injections. To help drive more business, you may want to advertise discounts for these key services or offer special treatment packages to email subscribers.
One of the most difficult aspects of email marketing is building your email lists. But if you offer email opt-in incentives, you’ll be able to build your lists much faster. You’ll also be able to reduce the number of unsubscribes you get by regularly offering deals, discounts, or freebies that are only available for those subscribed to your email list. Subscribers are more likely to want to stay subscribed if they know there’s a good reason to keep on the email list and to open the emails when they come.
Encourage past customers to return for more treatments
AmSpa’s 2018 report found that 70 percent of med spa customers are repeat clients. Email marketing is an excellent method to encourage that kind of regular patronization of your business.
One of the best ways to do this is not just by sending one-off emails offering incentives, but through regular and consistent email campaigns that help increase engagement with your business. That incentive to come back, thanks to the sweetened deal from your marketing emails, makes it more likely customers will make that return trip.
Automated email marketing solutions are everywhere these days, and fairly inexpensive. Popular tools, such as MailChimp, Constant Contact, and SendinBlue make it easy to integrate email marketing into your overall marketing strategy. These services pair well with your website to help create, manage, and send your campaigns to your email lists. You can even get deeper-level insights into how your marketing lists are interacting with your emails.
Promote new services and products easier and for less money
Advertising can be expensive, and it’s often a hit or miss trying to get access to the clients who care the most about your business. However, it’s easier to advertise your med spa’s new services and products to the people who care the most through email marketing.
Your email lists are primarily built from customers who are interested in your products or services. This makes it far easier to get more engagement in your product or service promotions through your marketing email lists. Many automated email services charge $25 per month or less for the type of email marketing most local businesses need.
In fact, depending on the size of your business and your email list, you could even use some automated email services for free. That said, you’ll find free subscriptions to these services are often feature-limited.
Email marketing also makes it significantly easier to reach clients without having to use sometimes pricey pay-per-click models. It’s also a more direct, more intimate method to communicate your products and services to potential clients and provide more page space to elaborate on your product versus the small amount of space given in paid ads.
You’ll also find that email marketing won’t interfere with any other marketing methods you employ. For a broader reach, you can supplement your email marketing with social media posts or ads, or Google Ads that can help target potential clients who aren’t on your email list.
How to get started with med spa email marketing
There are only three things you need to get started with email marketing:
- Sign-up methods or forms (either embedded into your website or entered manually through email addresses given to you by in-person clients)
- An automated email service
- Email content
Week-by-week management of your email marketing is easy enough once you have the necessary infrastructure in place. The hardest part? Getting everything off the ground, including building your email list for marketing. If you need professional assistance getting your med spa email marketing up and running, contact Madison Ave Media for a complimentary consultation.
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Bumble Bizz is Bumble’s fresh take on networking, with an emphasis on finding professional opportunities over job hunting. Bumble Bizz is the first to bring the “swiping” and “women first” experience to professional connecting. Users can instantly find others who are looking to network, connect professionally and mentor. Adding to Bumble’s vision of becoming the ultimate social network for people you don’t yet know, Bizz is powered by the notion that one connection can lead to the opportunity of a lifetime.
At Bumble, we envision a world free of misogyny where all relationships are equal. As San Diego’s Community Marketing Manager, I’m responsible for building and supporting a community of individuals who live out our mission of kindness, respect, equality, and accountability in their everyday lives through hosting events and bringing Bumble to real life. I was so excited to work with Dames Collective on the ‘WHAT SHE SAID’ event. We wanted to create a safe space where women and male allies could learn about the different obstacles women can face in the first years of running a business. We also wanted to provide a physical space where the audience could cultivate professional connections. Rather than having men and women compete for seats at the table, we wanted to bring more to the table.
Special thanks to our wonderful event sponsors!
Event Styling: Mac Mini Design
Florals: Fox and Flora
Juice: Suja Juice
Charcuterie: Punchdrunk Platter Co.
Panelist Seating: Stecklair Events
Photographer: Meg Marie Photo
Dessert: Night Owls Baking Co.
Videographer: Future’s Past
Signage: Happily Ever Etched
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