Industry • Marketing
Medspa Marketing: The Complete Guide
By Boulevard Staff
From first steps to finding a more advanced marketing solution, here’s how to get your medspa marketing efforts underway
Every business owner knows that marketing is a big part of the formula for success, but when it comes to medspas, that’s trickier than it sounds. Existing at the intersection of health and self-care, effective medspa marketing campaigns must find the balance between advertising luxe pampering and sensitive medical procedures to appeal to both types of clients. If you’re not sure how to navigate this delicate path, you’ve come to the right place.
The do’s and don’ts of medspa marketing
Before even embarking on a medspa marketing campaign, it’s important to understand what to do — and what not to do. Every beauty business is different, and what works for a nail or hair salon isn’t going to be appropriate for a medspa. Here are some basic guidelines to get you started:
DO: Be clear about the services you offer and why you do it better than the competition. What can clients expect when they walk through your door? What ingredients and technology do you use? Your website, email marketing, and any other advertising efforts should be transparent.
DON’T: Use exclusionary or judgmental language. When targeting a demographic, consider all those who might fall into that category instead of relying on stereotypes. Be especially sensitive when discussing aging, weight loss, and hair regrowth.
DO: Show real people. Most of your clients won’t look like stock photography models, so instead use models of all races, genders, body types, and skin types.
DON’T: Rely on “deal” websites and apps. While Groupon and its ilk were once a reliable place to offer discounts and drive first-time visits, those environments are so oversaturated that they’re now engaged in a race to the bottom. Discounts can be a useful marketing tool, but not when they’re cutting into your bottom line just so you can be noticed.
DO: Emphasize cleanliness, professionalism, and privacy. Clients need to know that when they step into your spa, they’ll be treated with respect by your well-trained team. Don’t be too clinical or cold; paint a picture of a warm, welcoming environment with a sensitive, knowledgeable staff that understands discretion (and HIPAA guidelines).
DON’T: Publicize your clients on social media without their permission. Before and after photos are critical to demonstrating your abilities, but this is one of the key differences between medspa marketing and that of other self-care businesses; while posting a picture of a client’s newly colorful hair on Instagram is appropriate, broadcasting a filler appointment may be out of your client’s comfort zone. Make sure you have permission, practice discretion and conceal the client’s identity when asked.
DO: Track your metrics. You won’t know what’s working and what’s not unless you’re keeping track of how people are engaging with your marketing efforts. What percentage of those on your email list are actually opening their emails? Are you getting any traction on social media? How are clients hearing about your medspa? Investing in software that takes care of this for you will take a weight off your shoulders — but more on that later.
For more information about medspa marketing, check out the full article: Medical Spa Advertising Made Easy.
Four stress-free medspa marketing ideas
Getting your medspa marketing efforts underway doesn’t have to mean hiring a fancy marketing agency and spending thousands of dollars on ads. Start with these simple tactics and scale from there.
Get to know Google Business
How do most people find medspas in their area? Google. If a potential client is searching for “medspas near me,” you want to make sure your business pops up in the search results. Search engine optimization is a complex beast, but creating a Google Business account is not, so start there. Add your business through Google Maps in minutes, claim your business to verify that it’s real, and… that’s it! Not only is it easy, it’s free — so there’s no reason to skip this step. Look for an online booking solution that supports Google Analytics tracking so that when you do run ads, you can see how effective they are at converting online curiosity into bookings.
Temporary promotions are a great way to pique interest in your medspa. Time them around holidays or special events (Valentine’s Day is always popular) and promote them on your website, via social media, and in email marketing. You want your regulars to take advantage of these limited-time deals, but your goal should also be to get new clients in the door, and a first-time special can accomplish just that.
Create a loyalty program
Because 70% of medspa visits come from repeat business, building loyalty and trust with your clientele is crucial. One of the best ways to encourage clients to keep coming back is with a loyalty program that rewards them for every service they have done or dollar they spend. Loyalty programs are extremely popular with consumers; in 2022, the average American had around 16 different memberships. That means potential clients are already comfortable with the concept and understand its value.
Encourage online reviews
Asking clients to review your medspa online can be a little scary because what the client writes is completely out of your control. However, 82% of consumers read digital reviews before making any kind of purchasing decision, and reviews can boost sales as much as 18%. Encourage clients to leave a review if they’re happy with your service, and once again, focus on Google — this will help your search results and make your medspa more prominent on Google Maps.
For more details about making these marketing tactics work for you, read our blog: 4 Medical Spa Marketing Ideas for Entrepreneurs Who Ain’t Got Time for That.
How to master medspa email marketing
Email marketing is one of the most important tools in a business owner’s arsenal, but rising above the overwhelming percentage of spam in your clients’ inboxes (not to mention all of their other email marketing blasts) takes finesse. Thankfully, with a little guidance and the right tools, you can ensure that your emails stay out of the spam folder and actually get opened.
Here are some tips to help you create an effective email marketing campaign:
Educate without bombarding: It doesn’t take much for consumers to click that “unsubscribe” link — or worse, relegate your emails to the junk folder. Schedule emails to go out at the right cadence to increase your chances that they’ll be opened and read. This is another area where an investment in medspa marketing software pays off; a worthy solution should have built-in guardrails that keep your medspa from overwhelming inboxes.
Create one-time blasts for promos: A special occasion is the perfect time to reach out to clients. Whether you’re offering group deals for Galentine’s Day or discounting prices on National Botox Day (November 16, by the way), these email blasts should be thoughtfully designed to embody each individual promotion.
Get personal: Even if you’re using templates or tools to automate the email marketing process, you don’t want your marketing materials to be cookie-cutter. Target emails based on clients’ treatment or purchase histories and use the personalization tools at your disposal to make each blast as creative as possible.
For more medspa email marketing suggestions, read Master Medspa Email Marketing With These 5 Tips.
Key features of medspa marketing solutions
With the medspa market booming, there’s no shortage of marketing solutions available for enterprising entrepreneurs. However, not all of them will have the same features or suit your specific needs. Before investing in any marketing solution or making upgrades to your tech stack, be sure to carefully consider each individual platform and how it can serve you.
That said, there are some attributes that are universally helpful, and it’s important to know what to look for. Here are the top features that the best medspa marketing solutions have in common:
Email marketing: As we laid out above, email marketing can play a big role in your campaign’s success. Any solution worth its salt should have ways to simplify and automate the email process without compromising on quality.
Social media: Email will always have a place in your marketing plans, but you can’t neglect social media. Gen Z and Millennials make up a significant percentage of medspa clientele, and these generations are just as likely to hear about your business on social apps as they are on Google. As you focus on building your brand, your marketing software should be able to track engagement on every post, whether it’s a quick snap on Instagram or a behind-the-scenes video on TikTok.
HIPAA compliance: You should be able to create profiles for each of your clients and track their service history, as well as any other necessary information. Given the sensitive nature of some medspa appointments — and the fact that they’re considered non-invasive medical procedures — HIPAA compliance is a must. Look for marketing solutions that encrypt client information and limit who can access it.
Seamless integrations: Upgrading your marketing software doesn’t mean throwing out everything and starting over. If you’re happy with your current tech stack but just looking to enhance it, look for a marketing solution that integrates with the POS, booking, and inventory management software you already have in use.
For more must-have medspa marketing software features, read the full blog: 9 Features the Best Medical Spa Marketing Solutions Have in Common.
When you finally find the perfect combination of software and tactics for your medspa, your marketing push shouldn’t end there. It’s an ongoing process of testing, tracking, and iterating, all of which can be made easier by technology. Think about the things that make your business special, compile a wish list for marketing solutions, and go from there; before long, you’ll be promoting your medspa like a marketing pro.
Have big plans for your medspa? Be sure to grab your free copy of our latest medspa guide, Five Secrets to Running a Medspa: A Manager's Guide to Success. Download now