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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!

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A substantial client base is one of the most important factors in the service industry. Specifically for med spas, there is a key importance of gaining and retaining clientele in order to run a successful practice. Here are 6 very necessary elements to building a lasting clientele.

How to Build a Lasting Medical Spa Clientele?

1) Med Spa First Impressions

In all professional circumstances, first impressions have a resounding effect on med spa clients. An introduction with a hand shake and eye contact shows professionalism and attentiveness. In addition, when an esthetician or staff member says the client’s name when meeting, this will grant them to feel important and not like another appointment on the books. Looking the part is just as important; maintaining a clean and respectable appearance and space is critical to setting the tone for the client‘s assumptions of the provider and facility.

2) Listen to the Client

Med Spa clients come in all sorts of shapes and sizes with all sorts of wants and needs. They are coming to a medical spa provider with a goal in mind and the job is to figure out what that goal is. Asking questions like “What are your skin care goals for today‘s visit?” and “Tell me a little bit about what bothers you the most” can help to identify the client’s expectations. Listen to descriptive words they use and their tone of voice. This can lead to smart follow up questions based off of what they answer back with. Most importantly, never cut a client off when they are speaking. Give them the stage and allow enough time for them to fully express their situation. Allowing open conversation flow will ultimately help determine the client’s expectations, thus providing a tailor made medical spa treatment specific to their concerns.

3) Recognize Body Language

Once the conversation has been opened and exchanged with the client, study their disposition. What is their body language? Are they inviting in conversation or closed off? By studying this, clinicians can get a feel of their client’s boundaries. Whichever the case may be, it is best to mimic the client and take their lead. If boundaries are overstepped, a client could have feelings of discomfort or distrust. Notions a client is closed off might include crossed arms, one-word answers, tone of voice, etc. Picking up subtle cues is a smart way to steer the appointment in the right direction.

4) Educate on the Treatment

Trust comes with knowledge. When med spa clients are educated on their specific treatment plan and why it makes sense for them, they will feel a feeling of ease knowing that they are in good hands. In addition, an important note here is to be able to speak in terms that are understandable to the client. Being able to provide information from an expert point of view shows credibility and professionalism. Let your client know what they should expect from each treatment. Set reasonable expectations and be honest. Providing case studies or before and after photos helps establish a comfort level and trust. When trust is established, clients are more apt to follow suit with purchasing recommended products that you recommend, and will more likely book follow-up appointments.

5) Add Value

Adding value to a med spa client’s experience is a great way to leave a lasting impression and gain returning consumers. This may include going the extra mile in an appointment by adding on an additional service or letting them try out product samples. Loyalty and referral programs are a great way to honor habitual clients. If you are running a promotion, let the client know while they are in office. This is a great time to pre-book them for a next appointment. Make a client feel special with a personalized gift to take home. When a client feels like their experience is personalized and they are getting something for nothing, they feel special. When clients feel special, that feeling remains constant in their mind and they associate the establishment and/or provider with warm regards.

6) Follow up with Clients

There are a few different routes when it comes to following up with a client. This may include hand-written thank you cards, emails, or follow up telephone calls. Specifically, in the medical spa demographic, clients are wanting results from their treatments. A part of the treatment plan should always be to follow up with a telephone call. This way, the provider is showing the client that they are valued and are accessible to answer any follow up questions. Following up just to say “thank-you” is a novelty gesture that makes an nice impression as well.

To sum up, clientele is majority of what makes a med spa successful. So with every client, it is strongly advised to place importance on professionalism the minute they walk in the door and even thereafter. If done right, going the extra mile really does prove to be successful in building a long lasting clientele.

Phoebe Gauthier is a medical aesthetician and aesthetics blogger. She has been in the aesthetics field for over four years and is continuing to perfect her craft. Phoebe currently practices at Bare Body Shop in Omaha, NE. She also keeps current with a monthly blog teaching others about skin conditions, procedures, tips, and product reviews. Learn more through Phoebe via estheticsbyphoebeg.weebly.com or Facebook page Phoebe Gauthier- Esthetician.

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Blog

Medical Spa SEO: The ROI Numbers

There are so many Med Spa owners, and Medical Practice owners who want to improve their local visibility in Google search, but they have either had problems with ‘seo agencies’ who didn’t deliver – or – they simply don’t see the value or the return on their investment.

One thing that most SEOs don’t talk about much is how we can use data to show whether or not SEO is going to be truly valuable to your Healthcare practice. If you know two things – 1) What keywords to optimize your website for (based on how many people are actually using those keywords in Google) and 2) What your products or services are worth, then you can actually put specific numbers to the kind of revenue lift your Medical Spa can see with a data driven SEO strategy.

In this video we will show you exactly how to determine the value of SEO for your Medical Spa or Healthcare Practice, using data.

Video: Keyword Research and ROI for Med Spas

This is a video transcript by Bryan Robinson, Founder of Visible Spa Marketing:

“Hello. This is Bryan Robinson with VisibleSpa.com, and I wanted to share a quick video with you guys to show you how you can quantify, or justify spending money on local search – or SEO for your med spa, and how to just put some numbers together to figure out if it’s a good ROI (return on your investment).

So, real quickly, let’s go to Google. I’m going to type in … I already did it here, “Med spa Chicago.” We’re going to pretend like we are a med spa in Chicago. The first thing that you get is the Google Map pack, or three-pack. You see the top three listings and then you go beyond that, and all the other listings of businesses that have a Google Map business account are listed here. We’ll talk more on another video about how you get ranked here, but basically, any SEO package that you would buy would include Google Map pack.

If you continue further, you would see the top organic rankings. So on the first page, number one through number 10, and what I want to do is I want to take this keyword, “Med spa Chicago,” it’s a geographical keyword that’s very common. If you’re in Miami, it would be “Med spa Miami,” or “Med spa Miami, Florida,” and you can do that with any city, geographical area, basically is going to be the main general keyword for med spa, and then whatever the location is.

Keyword Research

So what I want to do is I want to go over here to Keywordtool.io. It’s one of my favorite keyword tools. There are others you can use. You can use Google Keyword Planner if you have an AdWords account. It’s free. Then there’s Ubersuggest, and there’s a lot of other ones, but basically, what this keyword tool does is you type in a phrase, a search phrase, and it will tell you the estimated search volume per month for that keyword. So, there are 590 searches for “Med spa Chicago.” If you go over here to one of the services you carry, say this is one of your biggest return or biggest money lifetime value service, “Botox Chicago” has 880 searches a month. If you want to promote laser hair removal, you can type “Laser hair removal Chicago,” obviously it’s in demand in this area, 2,900 searches a month. Altogether, those three keywords, 4,370 searches a month in Chicago.

Click-through Rate at #1 Position

What does that mean for you? If you rank number one, there is approximately a 32% click-through rate at this number one position. So what that means is that is 1,400 qualified leads coming to your door from this position, off of just those three keywords, so that doesn’t include any other keyword variations, any other traffic that you potentially have coming in. That’s just those three keywords, this position.

What happens if you drop down to this number two spot is the click-through rate goes down to about 14%, so from 32% to 14%. So here, you get less than half of the qualified leads that the number one position gets. The number three spot gets about 9%, which is still an okay number if you start putting the numbers together, but what happens when you drop down to this bottom of the first page is the number 10 spot is about one or 2%. That’s it. So, if you start figuring out what your main services are, you start with your main seed keyword, you go through your services, “Juvederm,” “CoolSculpting,” “Laser hair removal,” whatever those money services are for your med spa, and you type those in, and you come over here to the keyword tool, you add these search volumes together, you can figure out basically what your competitors are doing, or rather how many qualified leads they are getting to their business.

Local SEO Stats

So if we go over here to … I’ve got a site pulled up called Hubspot.com. That’s one of the top marketing automation platforms. They have a great page called Search Engine Optimization Statistics. They have a local SEO section. In that section, there are some pretty awesome stats. One says, this one’s from Google, says, “Local searches lead 50% of mobile visitors to visit stores within one day.” Pretty awesome. Then this one here, from Search Engine Land, says “78% of local mobile searches result in offline purchases.”

The fact is that local, the search volume for local business is a lot lower than national business. However, the conversion rate is much higher. The intent, the buyer intent, is much higher, so that’s the advantage of being able to put these numbers together, so whether you are converting at 50%, whether you’re converting only at 25%.

Conversion Rate

So if you come back over here to Google, and you think about your conversion rate, and there are local directories that are converting at a 50% rate, there’s local search that converts up to 50+%, some lower. It depends on your website, your message, and what the experience is on your end, but let’s just say you have a 25% conversion rate. If you had the top three spots for “Med spa Chicago,” “Botox Chicago,” and “Laser hair removal Chicago,” at 32% in this spot, that’s 1,400 qualified leads, if you only converted 25% of those leads, that’s 350 leads that you converted to customers. If your average customer value was $1,000, that’s $350,000 a month. Obviously, you can move those numbers all around if you’re in the number two spot, if you’re in the number three spot, if you’re in the number four spot.

Down here, it’s pretty easy to tell that the numbers are going to be really low, and if you move up even to mid-page and top of page, it goes up dramatically. So I just wanted to share a couple of ways that you can use some tools, use Google to quantify what SEO means for your local business, for your med spa. If you have any questions, feel free to contact us at VisibleSpa.com. Thanks and have a great day!

 

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