Introducing laser hair removal to your collection of med spa treatments is an exciting undertaking. However, becoming a leader in your local laser hair removal market requires a stellar marketing strategy to help establish your spa as a trusted hair removal expert. Below are five ways to promote laser hair removal at your spa.
What is laser hair removal and why is it a good addition to your med spa?
“LASER HAIR REMOVAL IS A MEDICAL PROCEDURE THAT USES A LASER — AN INTENSE, PULSATING BEAM OF LIGHT — TO REMOVE UNWANTED HAIR. DURING LASER HAIR REMOVAL, A LASER BEAM PASSES THROUGH THE SKIN TO AN INDIVIDUAL HAIR FOLLICLE. THE INTENSE HEAT OF THE LASER DAMAGES THE HAIR FOLLICLE, WHICH INHIBITS FUTURE HAIR GROWTH.” – MAYO CLINIC STAFF
Laser hair removal emerged as an effective means of eliminating unwanted hair in the 1990s. As the treatment continues to increase in popularity, a growing number of medical spas are offering laser hair removal to customers. Today, laser hair removal remains among the top five minimally invasive procedures sought by men and women.
What are the primary ways to promote laser hair removal?
In spite of laser hair removal’s popularity, some consumers are not sure how to find a trustworthy laser hair removal provider. With many laser hair removal services being offered by multi-specialty medical spas, med spa owners often face the challenge of finding a way to prevent their laser hair removal services from being overshadowed by other non-invasive treatments such as microdermabrasion, Botox, and body contouring. Effectively promoting laser hair removal requires a well-organized marketing strategy that ideally features the measures below:
1) Update your website to feature your hair removal specialties
Your med spa’s website is the cornerstone of a successful marketing platform for your laser hair removal services. Designing an attractive, user-friendly website that captures the eye is especially important in industries that target prospects seeking aesthetic treatments. If you do not have a talented in-house web designer to update your website and highlight your laser hair removal services, you should consider enlisting the support of a good web design company. But don’t pay an outrageous price for a web design. You can build your site with WordPress, modifying a pre-built theme, rather than paying for some expensive customization. Make sure your website highlights any specialty services that you offer such as creative eyebrow design or artistic bikini designs.
2) Identify your target market
Knowing your target market is essential to optimizing your marketing strategy. While adults of all ages and genders seek hair removal treatments, urban professional women between the ages of 21 and 45 tend to seek the treatment more than other groups of people. Accordingly, marketing materials and outreach efforts should be tailored to attract professional women.
You can also research how many people in your area are actually searching for Laser Hair Removal as a service. It’s really easy. One way is to use a tool called Ubersuggest you can enter your keywords and find out approximately how many people are searching for laser hair removal. For example, if your med spa is in San Antonio, Texas, you can type in ‘laser hair removal san antonio’ and see that there are 1000 monthly searches for these terms. If you are in the top spot in Google, that translates to about 30% of the clicks. Which means you would get 300 of these qualified leads to your website. That is a lot of business that the #1 competitor is currently getting. We explain how to keyword research and calculate ROI more in detail in this video blog post: ROI of Med Spa SEO.
Besides local search, we have seen great success with Facebook targeting for specific services like laser hair removal. We can target people that went to your website, landed on a certain page, signed up for your email list, by yearly salary, geographic location and much more. The great thing about Facebook for services is you can see new customers walking through your door within 24-48 hours of launching the first campaign.
3) Offer prospects an enticingly low price on treatment for a single body part
“TECHNICIANS CAN GET CLIENTS IN THE DOOR BY OFFERING THEM A $25 HAIR REMOVAL ON ONE BODY PART. ONCE THE CLIENT SEES HOW WONDERFUL THE TECHNICIAN IS, THEY CAN BE SOLD ON ADDITIONAL HAIR REMOVAL FOR OTHER BODY PARTS, AS WELL AS FACIALS, PEELS, AND ANTI-AGING TECHNOLOGY-BASED TREATMENTS, ALL AT REGULAR PRICES.” – LOUIS “THE LASER GUY” SILBERMAN, CEO OF NATIONAL LASER INSTITUTE
Advertising a price of $20 – $30 for treatment on one area of the body achieves multiple marketing goals. It captures the attention of prospects, helps convince cost-conscious consumers to try the treatment, and helps people discover how effective laser hair removal can be. Most important, the customer is likely to continue to return for additional treatments and are more likely to share their positive experience with family and friends.
4) Use seasonality and special events to your advantage
Never underestimate the impact that a busy bridal expo can have on your laser hair removal business. Local bridal fairs and beauty expos provide a great opportunity to promote your services. Be sure to come armed with coupons and freebies to give to visitors. You may even wish to perform a live demonstration for attendees to see how the treatment is performed.
Also, remember that, although laser hair removal is a service that is purchased year round, there are some reasons that sales spikes before Spring Break and Summer. Both ladies and men alike are more likely to prepare their bikini bodies at these two peak times of year. Use that to your advantage and add Facebook promotions and landing page/blog content that caters to the customer pain point during these seasons.
5) Highlight your training and certifications
“…PROPER TRAINING AND EDUCATION IS ESSENTIAL FOR PROTECTING THE HEALTH AND WELFARE OF YOUR CLIENTS AND PRODUCING PROFESSIONAL RESULTS. HOLDING THE APPROPRIATE CREDENTIALS IS IMPORTANT, AS IT INDICATES TO YOUR CLIENTS THAT YOU HAVE RECEIVED THE TRAINING NECESSARY TO EFFECTIVELY AND SAFELY PERFORM LASER HAIR REMOVAL SERVICES AND THAT YOU ARE PRACTICING WITHIN THE SCOPE OF STATE LAW.” – ESTHETICIANEDU.ORG
One of the most effective ways to distinguish your laser hair removal services from competitors’ is to highlight your laser hair removal training and credentials. Make sure you clearly post your technicians certifications and licenses on your website and also on the walls of your treatment area for all of your customers to see.
What is the single best way to promote laser hair removal at your spa?
As outlined above, there are many different ways for med spa owners to advertise laser hair removal. However, the most effective way to promote the procedure is to seek the guidance of an industry expert. Enlisting the expertise of an accomplished digital marketing agency is the most direct path to success for med-spa owners seeking to increase their market presence and bolster lead volume. Ideally, the agency you choose should offer the following:
A proven track record of success helping med-spas increase their laser hair removal leads
Decades of experience in the digital marketing and SEO arenas
A complimentary consultation to discuss services offered
The desire to develop a customized marketing strategy for each individual customer
How can spa owners get started?
Fortunately, a total solution to your med spa marketing needs is only a phone call away. The professional digital marketing experts at Visible Spa possess all of the qualities above and are eager to help you promote your laser hair removal services. With over two decades of experience developing customized marketing strategies for clients, the founders at Visible Spa have brought their expertise to the med spa industry and would love to help you take your med spa to the next level. Contact us today to schedule a complimentary consultation and find out how we can help you promote laser hair removal at your spa. We look forward to becoming your trusted solution to all of your marketing needs!