2023 is an exciting time to own a medspa! The global medspa market was $13.8 billion in 2019 and is estimated to reach over $47 billion by 2030.
With high profitability and a typically loyal customer base, it’s no wonder the medspa space is crowded. This also means stiff competition, so it’s critical to developa comprehensive and cohesive marketing strategy.
Whether you’re an established medspa that’s looking to update your marketing efforts, or a brand-new owner, we’ve got you covered. We’ve put together the best 7 ways to develop a medspa marketing strategy that will boost your bottom line.
#1 Research Your Clients AND Competitors
Take some time to do some deep research about your clients.Create a spreadsheet with key customer information, such as:
- Age
- Occupation
- Emails/Phone #s
- Treatments scheduled or inquired about
- How they heard about your business
Use these to create detailed “buyer personas”, which will help you develop your overall marketing strategy.
You’ll also want to put together a detailed spreadsheet about your competitors, including:
- Products, services, and prices
- “Satisfaction guarantee” or customer loyalty program
- Equipment brands and types
- Advertising efforts (website,social media, podcasts, local newspapers, radio, tv, etc.
- Evaluation of their website(including their keywords)
- Credentials(for both owner and the staff)
Once you’ve armed yourself with a great understanding of your clients and competition, it’s time to figure out how YOUR business is unique to them.
#2 Stand Out from the Crowd
It’s important to figure out what makes you and your business special. If you’re having trouble pinpointing how you’re unique, ask yourself:
- Do I offer any kind of customer loyalty points or rewards?
- Are there certain credentials I or my staff has that may be above and beyond a typical medspa?
- Do I have any free educational materials that Iprovide to existing/potential clients?
- Do I have any special payment options?
- Is my location unique or convenient in any special ways?
Find that special something that only you and your spa can offer and then double down on it in every piece of your marketing. It will make you more memorable AND build credibility.
#3 Establish Trust
It goes without saying, that being in the medspa business means you need to work harder to gain and keep the trust of your clients.
Some quick and easy ways to do this include:
- Joining theAmSPA(American Med Spa Association)
- Spotlighting your staff’s credentials, certifications, and years of experience
- Choosing a brand name that builds authority and communicates your USP (Unique Proposition Statement)
- Making your branding and USP consistent across all marketing channels
- Consistently updating your information (business hours, treatments, prices, specials)
#4 High-Quality Content& SEO
Content is king. That is, QUALITY content. Google wants quality over quantity or keyword stuffing and rewards businesses that understand this with higher rankings.
An educated prospect is the best kind. Providing lots of great content in every part of your marketing will make it much easier to convert when they come in for that free consult.
Remember, the right content strategy + the right SEO strategy = Year over year growth.
When planning your content calendars, make sure you include your SEO strategy, especially which keywords you are going for. Make sure your content planning is set up with your overall SEO strategy in mind.
#5 Make Your Website the Star
Your content and SEO efforts should start with your website.All other marketing efforts should be planned based on what you do here. Also, medspas must make sure their site is HIPPA compliant. This makes it well worth investing time and money to get it right.
First impressions are everything – a medical spa’s site should be as beautiful as their products and services make their clients. However, don’t get too caught up in the design. It’s far more important to make sure that your website is designed with a well-planned outSEO strategy in mind. This includes choosing the best domain name, webhost, keywords, schema markups, link building, etc.
Your site should also be user-friendly, mobile-friendly, and accessible.
In addition to great content, use the power of before and after photos and videos, as well as testimonials. These can create the most impact for your users and do a lot of the heavy lifting for conversions.
#6 Omni-Channel Digital Marketing
Sounds fancy, right? But since over 85% of adults say they go online daily, you need to leverageevery digital channel available. Use your website SEO and content strategy outline when planning the look, names, and content calendars for all your digital efforts.
Make your brand and messaging clear, consistent, and regularly updated across the following:
- Blogs or Newsletters
- Social Media
- Video (including on your website and YouTube or other platforms)
- Landing Pages
- Paid Ads
#7 It’s Ok to Be Traditional Too
Don’t forget traditional marketing when making your plans. Depending on the demographics you’re going for, these can still be valuable parts of your marketing plan.
Print ads, TV, radio, and billboards can all work well alongside your online efforts. You’ll want to decide what percentage of your marketing budget will be best spent on your digital vs.traditional channels.
Print ads or articles in the right magazines often provide great bang for your buck. Billboards and tv ads can be quite expensive, so depending on your target audience and market size they may not be the best use of your marketing dollars.
Do some research into any “medical minute” segments local tv or radio do.
You’ve Got This
It can feel overwhelming when you start to realize all that should go into a great marketing plan for your medspa. Remember to start with the basics, like understanding your competition and customers and what your business and expertise brings to the table that no one else does. Then double-down on those to create your overall marketing strategy that starts with your website, then extends to your digital and traditional channels.
Be patient. One constant in marketing is that trends are always changing. Putting the best marketing plan in the world together will still require you to stay current and flexible so you can make slight changes when needed.
Building a medspa business can be one of the most rewarding businesses out there. You’ve got this!
