Build a Magnetic Funnel that Converts Social Media Into Revenue - Med Spa CEO

Summary

Med Spa CEO Podcast Summary

Episode: Build a Magnetic Funnel that Converts Social Media Into Revenue
Host: Heather Terveen
Release Date: February 26, 2025

Introduction

In the February 26, 2025 episode of the Med Spa CEO Podcast, host Heather Terveen delves deep into the concept of Magnetic Funnels, a strategic approach designed to transform social media engagement into tangible revenue for med spa and aesthetic practice owners. This episode builds upon the foundations laid in the previous episode, "Something Around Content that Sells," offering listeners a comprehensive roadmap to enhance their marketing efforts without compromising personal well-being.

Understanding Magnetic Funnels

Heather begins by distinguishing Magnetic Funnels from traditional marketing funnels. Unlike conventional funnels that often separate content into either nurturing or selling, magnetic funnels seamlessly integrate both aspects. This dual-purpose strategy ensures that every piece of content not only engages the audience but also guides them toward making a purchase or booking an appointment.

"Magnetic content and Magnetic funnels actually helps drive engagement and also drive conversion at the same time." (05:30)

Importance for Med Spa Owners

For boutique med spa owners, leveraging social media effectively is crucial. Heather emphasizes that magnetic funnels are particularly beneficial in:

Attracting Premium Clients: By targeting specific patient profiles, such as those seeking acne treatments or anti-aging solutions.
Maximizing Content ROI: Ensuring that the time and effort invested in creating content yield significant returns.
Building Authority: Positioning oneself as an expert in the field, thereby enhancing trust and credibility among potential clients.

Building a Magnetic Funnel: Step-by-Step

Heather outlines a systematic approach to creating a magnetic funnel:

Identify the Target Audience:
- Determine the specific client segment you want to attract (e.g., acne patients, anti-aging clients).
- Narrow down to micro-specific niches for more precise targeting.
Define the End Goal:
- Start with the ultimate objective, such as promoting an acne skincare program or an anti-aging boot camp.
- Ensure that the program addresses the specific needs and desired outcomes of the target audience.
Create Premium Content:
- Develop high-value content that serves dual purposes—educating the audience while subtly promoting your services.
- Example: A "Clear Skin Guide" tailored for individuals struggling with cystic acne.
Utilize Multiple Opt-In Methods:
- Offer various ways for potential clients to access the premium content, such as:
  - Email Opt-In: Encourage users to subscribe to your email list to receive the guide.
  - ManyChat Automation: Utilize chatbots to deliver the guide directly to users who engage with specific keywords (e.g., commenting "acne" on a post).
Implement the PSSR Framework:
- Problem: Highlight the client's specific issue (e.g., cystic acne).
- Story: Share a relatable client story to create an emotional connection.
- Solution: Introduce your specialized program as the answer.
- Result: Showcase tangible outcomes, such as before-and-after photos.

"Selling doesn't have to be slimy. Selling in your content shouldn't be slimy. Should be the next logical step for the person who you are creating the content for." (18:45)

Benefits of Magnetic Funnels

Heather underscores several advantages of adopting magnetic funnels:

Higher Engagement and Conversion Rates:
- Seamlessly blending selling and serving ensures that content resonates more deeply with the audience, leading to increased interactions and conversions.
Establishing Authority and Expertise:
- By consistently providing valuable information, med spa owners position themselves as trusted experts in their field.
Enhanced Content Ecosystem:
- Creating an interconnected content strategy ensures that each piece of content supports the overall marketing objectives, maximizing the effectiveness of every post, video, or blog entry.

"With magnetic funnels, you can really build a foundation, you can build a content ecosystem where you can actually get a much higher return on all of your organic content." (15:20)

Real-World Application: The Acne Funnel Example

To illustrate the concept, Heather walks through a Magnetic Funnel tailored for acne treatments:

End Goal: Promote an "Acne Skincare System."
Premium Content: Develop a comprehensive "Clear Skin Guide."
Opt-In Methods:
- Email Subscription: Users provide their email to receive the guide.
- ManyChat Automation: Users comment "acne" on an Instagram post to receive the guide via direct message.
Content Strategy:
- Utilize the PSSR framework in video content, detailing a real client's journey from struggling with cystic acne to achieving clear skin through the program.
- Incorporate before-and-after images to visually demonstrate results.
Call to Action: Encourage users to download the guide, positioning it as the first step toward resolving their acne concerns.

"The guide's gonna let them know that it's a multifaceted approach to actually get the outcomes that they want and so they'll have an understanding, a better understanding for when they go in to meet with your team member." (29:10)

Driving Engagement and Conversion Simultaneously

One of the standout features of magnetic funnels is their ability to drive both engagement and conversion simultaneously. Heather highlights that when potential clients interact with the content—be it through comments, likes, or direct messages—they become "hot leads." These leads are more likely to convert because they have already expressed interest and taken a proactive step toward engaging with the services offered.

"Magnetic funnels actually helps drive engagement and also drive conversion at the same time. We can do both things at once." (35:00)

Establishing a Content Ecosystem

Heather advocates for creating a content ecosystem where each platform—be it Instagram, TikTok, a blog, or a podcast—works in harmony to support the magnetic funnel. This integrated approach ensures that potential clients encounter consistent messaging and opportunities to engage across multiple touchpoints, enhancing the likelihood of conversion.

"We start actually educating them beyond what they've learned about inside of visiting you. Right. And so this is how we start to create a content ecosystem that really sells and serves at the same time." (32:50)

Conclusion

In this episode, Heather Terveen provides a thorough exploration of Magnetic Funnels, offering med spa and aesthetic practice owners actionable strategies to optimize their social media efforts for increased revenue. By integrating selling and serving within their content, leveraging targeted premium content, and utilizing effective opt-in methods, practitioners can build robust content ecosystems that not only engage but also convert their audience into loyal clients.

For those interested in further enhancing their authority and mastering magnetic funnels, Heather introduces the Authority Method, available through her program, MedSpa Advantage. Interested listeners are encouraged to visit heatherterveen.com to apply and learn more about transforming their med spa business.

Notable Quotes

Defining Magnetic Funnels:

"Magnetic content and Magnetic funnels actually helps drive engagement and also drive conversion at the same time." (05:30)
On Integrating Selling and Serving:

"Selling doesn't have to be slimy. Selling in your content shouldn't be slimy. Should be the next logical step for the person who you are creating the content for." (18:45)
Maximizing Content ROI:

"With magnetic funnels, you can really build a foundation, you can build a content ecosystem where you can actually get a much higher return on all of your organic content." (15:20)
On Hot Leads:

"Magnetic funnels actually helps drive engagement and also drive conversion at the same time. We can do both things at once." (35:00)
Building Trust Through Education:

"We start actually educating them beyond what they've learned about inside of visiting you. Right. And so this is how we start to create a content ecosystem that really sells and serves at the same time." (32:50)

This comprehensive summary encapsulates the core teachings from Heather Terveen's episode on building magnetic funnels, providing med spa owners with valuable insights to enhance their marketing strategies and business growth.

Transcript

A (0:00)

Magnetic content and Magnetic funnels actually helps drive engagement and also drive conversion at the same time. We can do both things at once. We no longer have to think about our content around our marketing content, our socials, our all of those. We don't have to think about it as like, oh, I'm either nurturing or I'm selling. We can marry the two. We can also create these elegant roadmaps for who you want to attract more of. Welcome to the MedSpa CEO podcast where I teach you how to grow and scale your med, spa or aesthetic practice so that you can have the income and impact you know you were meant for without overwhelm, stress or feeling like you have to sacrifice your personal life and happiness to do so. It's totally possible for you and your business. Plus simpler than you think. Keep listening to find out how well hello my friend. Welcome back to another episode of the podcast. I am so honored you're joining me today. It's, you know, as I record this, it's still we're just rounding out January, you're probably listening to this in February and it's been nice. I took Rosie out for a walk this morning and it was like drizzling out and misty out. And if you know anything about the Phoenix Scottsdale climate, you know, we just revel when there's a little, there's a little bit of an excuse for us to put on a boot or a jacket or what have you. And so it's been gorgeous here. And I have my sweater on right now as I record this that, you know, I only get to wear for a many months out of the year as well too. This episode we're gonna get sort of nitty gritty on a topic that is built upon another episode that I think if you haven't listened to this episode, I would actually pause this episode and go back and listen to the episode that is right before this episode. The name of it is Something Around Content that Sells. It'll be the episode that precedes this episode because we dive into some of the problems that I see many of you have with your organic content on your social media and what are some of the solutions. And this topic I'm going to be talking about today, we're going to be talking about a type of funnel that I call magnetic funnels and why you need them and what they can do and help you with your social media and how you can really have a higher return on all of your front end organic social media, whether that's Instagram, TikTok your website and your blogging or what have you, whatever that is, it can feel like, and I know it because I'm a content creator as well, too, can feel like it's just an endless perishable pit of having to create more and more content. What I want for all of you to understand is that we can really build a foundation, we can build a content ecosystem where you can actually get a much higher return on all of your organic content. And one of the key things that we help our folks do is create magnetic funnels. And this is something that we've always taught with all of my clients and we teach on it in msa. But I'm getting ready to really double down on this topic because I just know that there's so many different ways you can do it to actually, really, truly use your social media and then drive those followers to your practice or clinic, and especially the types of potential clients and patients that you have in your outside audience, whatever that is. Maybe it's your website visitors, maybe it's your social media followers. Maybe it's people who are just checking you out, like, tire kicking you by, like, just looking at your social media to kind of check you out to see who you are, what you do and what problems you help people solve. What are the types of results that you get? So if we can layer on to all of that. Magnetic funnels. Okay, so I know you're like, heather, what's magnetic funnels? I kind of know what you mean by funnel. I've ran ads before, let's say, or, you know, you've heard funnel in the digital marketing space, and you're like, you're not sure exactly how it applies to you and how you can build your authority and expertise beyond just having, like a coupon code that people opt in to get. So we're going to be talking about that today. How to use funnels strategically to drive more appointments, to actually help nurture and sell. Right? Because the previous episode we talked about how we do not have to decide between serving or selling in our content. We can actually marry the idea that every piece of content can actually serve and sell at the same time. In fact, the best, the highest return you will get. I have like 10,500 followers, something like 10 or 11,000 followers on Instagram right now. I get such a high return for having, you know, compared to some of my coaching peers that I'm coaching colleagues that I'm dear friends with, I have a relatively small audience for the return of income that I get from that audience. And the reason why is I'm incredibly intentional with my content. Whether that's this podcast, whether that's what I'm putting out on Instagram, whether that's my emails that I do. I'm always selling and serving, selling and serving. For me, selling is making offers to help I create my offers with my most premium clients in mind and how I can help give them incredible results. And that's how I work with my clients as well too. Like, if we're creating results driven offers, then we can create a results driven sales and marketing system that is all based on helping the human that has the problem or desired outcome that you can actually solve for them. Okay. And this is where it gets to be really fun as well too. And selling doesn't have to be slimy. You know, selling in your content shouldn't be slimy. Should be the next logical step for the person who you are creating the content for. Should make sense like you're creating it with, helping them solve the problem or the solution that they are looking to solve. Okay, so as a recap, like just briefly, we want to remember that content can serve two purposes. It can sell and serve. At the same time that I alluded to this in the previous episode, we're going to dive deeper into it today. You want to have an intentional roadmap from your organic digital real estate. Okay? So this could be your website, Instagram, TikTok, Facebook, if you have a place, a content hub like a blog or your YouTube or a podcast like this, okay? And then really making sure, like we talked about, that you have unique offers that are unique to you. Okay. That will differentiate. It's just easier to market unique offers because they position you differently. They're by their nature more irresistible. And then really thinking about starting to build content that has authority frameworks, and I gave some examples in the previous episode of what that can look like even just with your video content as well too. Okay, so what is a magnetic funnel? Okay, what does a magnetic funnel help you do? So a magnetic funnel is a funnel that is designed to really help actually magnetically attract the premium patient or client that is looking to solve one of the specific problems that you can help the people that you serve. And so it's designed to be that intentional roadmap that takes them from wherever they are on your digital footprint. Right? So whether that's your social media, whether that's your website, and it gives them another step to learn about your expertise that might not be directly a book to call CTA in Fact, it won't be. Okay. And so magnetic funnels are designed to actually build your expertise and authorities and then get the folks that are already checking you out online, wherever that is, to actually take the next step in raising their hand to say that they want more information on the problem that it is that you solve. Okay, so how they work. So first we have to identify who is this magnetic funnel going to be for? Okay, is it going to be for an acne patient? Is it going to be for an anti aging patient? Is it going to be for a weight loss patient? Right, and we can be even more micro specific than that. But I want you to think about are there like, you know, to start like 3 to 5 like specialties that you have that you would want to or certain problems that you solve. Okay, take like acne. Okay, so how would we create a magnetic funnel for acne? A magnetic funnel that positions you as the expert. So let's just walk through what this could look like. So first, as we always do with all content and anything strategically that I like to do with my clients for marketing, is we start with the end in mind. Okay. What is the package, the boot camp, the program, the system that is ultimately or might be a combination of those that is going to help this particular person or this is the thing that we want to promote. So let's say we have acne programs, acne skincare system, acne boot camp, whatever it might be. And we want to create a magnetic funnel that is going to draw in that acne patient or client. Okay? So we're starting with the end in mind. Okay? So that magnetic funnel is really designed for the who and then we want to put together a premium piece of content that is based on the problems that they're looking to solve in the solution. So it might be a clear skin guide to take this, let's take this acne example all the way through because I've done this with so many acne clients over the years and it just works like butter magnifique. It just is so elegant and it's wonderful and it's just so powerful. And so you create like a clear skin guide. Okay. And so then you might have a couple of different ways of actually delivering that clear skin guide. Okay, Me, you might have an email opt in, you might have a many chat automation with a word like acne. Comment below acne and I'll deliver you our clear skin guide over in the DMs. Right. So as you can see, we're starting with the end in Mind who it is. What is the thing that we're selling or is the solution that we want to promote? We create a guide, right, with that person in mind that talks, it serves and it sells at the same time. Because all of our content, like we learned in the last episode, can sell and serve at the same time. And then from there we're like, we can create a couple different opt in options. Okay, Those are those lead conversion options. Whether it's an email opt in or you're doing a manychat automation. It could be both. You can actually stack those on top of each other. You can have the ManyChat automation. And by ManyChat, for those of you is the software that many folks use for. It can be used for Facebook and Instagram as well so that you can actually automate the delivery of something to somebody. And if you follow me on Instagram, you know, I use ManyChat a lot because it helps drive engagement on my content and it actually helps call in the folks that are really interested in the solutions that I have. Right? They're really, really interested in learning more. Okay, and so you have that right? And then we go one step ahead of that. So you can see we're back end engineering. You hear me say backend engineer. I'm walking you through what that looks like for this really specific example right now. And then from there you start to create content that leads potentially for the CTA at the end of it for them to be to grab that guide. Okay, so I gave an example. Let's just take it full circle. Gave the example in the previous episode, the PSSR framework. Okay, that's problem, story, solution, result framework that is like one of the many video frameworks that I teach in, you know, my social video trainings. And it's a framework that if you even notice on Instagram, I actually use it myself as well too. So yeah, know with acne it's going to be like describing the problem like whatever it might be for that person. And I actually recommend you can grab a real client or patient example and use this throughout it. It'd be like, well, this client came to us and they were complaining about xyz. You know, you might have a picture that you can share as well. See, they came and they had, you know, cystic acne and all these things. So that's the P and then the S. Right, the problem and the story. So you share what the problem was, the story of the specific client, then you share the solution. So this client actually went through our clear skin Program, right? So that's the solution. Then you share the result, you show the after picture. Right? So that's the framework. And then the call to action is if you're interested in learning about our Clear Skin program, you should snag out our Clear Skin guide. This shares not only the program, but also if you struggle with cystic acne, you can get these outcomes too. Okay, Comment below the word acne and I'll send this over to you in the DMS as well. If you don't want to use ManyChat or something, you can say, oh, we have our guide inside of our link and profile. Or you can say comment below and you can somebody on your team can actually manually respond and send that guide over to them. Okay, so this is one example of a magnetic funnel. Okay. It is so intentional. It's designed with ultimately attracting the most highly engaged patients or clients that are actually looking to solve the problems that you have. It's like they're gonna raise their hand if they see themselves the problem that they have or the desired outcome. Right? We do the same thing with whatever solution that you're back into engineering from. Right? We do the same thing. Like we could do it over and over and over again. There's many different variations of videos like types of frameworks we can do. But magnetic funnels can completely transform how you are able to convert folks from your social media, from your website visitors as well. What's so great about it is that your patients, your current patients or clients, this is how we really start actually educating them beyond what they've learned about inside of visiting you. Right. And so this is how we start to create a content ecosystem that really sells and serves at the same time. Cause then inside of whether they've opted into your manychat or onto your email list, then we can start follow up sequences to those folks because they've made that micro commitment step onto your inside of your DMs or onto your email list. And what's so great about this is that it also drives engagement on your social like so if they've commented and then they've also engaged with you in the dms, the likelihood that those humans who are now you know that these humans who have commented, those are hot, hot leads. Now those hot hot leads are going to see so much more of your content after the fact because of that engagement. Okay, so this is why magnetic content and magnetic funnels actually helps drive engagement and also drive conversion at the same time. We can do both things at once. We no longer have to think about our content around our marketing content, our socials, our all of those. We don't have to think about it as like, oh, I'm either nurturing or I'm selling. We can marry the two. We can also create these elegant roadmaps for who you want to attract more of. Now, I've done this with so many clients and like, you know, I gave the acne example. I have had so many clients, the second that they get one of these funnels up, they get booked, booked appointments. From that, they get people opting in and then booking an appointment. And you want to know how much easier it is to sell somebody into that respective package or program that has gone through the magnetic funnel. It is so much easier. Why? Because first of all, they've elected to say, hey, this is a problem that I have. So much so that I've opted in to learn more about it. Right? And then your guide has helped let them know that, oh, it's not just this one product. It's not just talks, it's not just this one thing. Because the guide's gonna let them know that it's a multifaceted approach to actually get the outcomes that they want and so they'll have an understanding, a better understanding for when they go in to meet with your team member or you or whoever it might be. Okay, so I am so bullish on all of you becoming authorities and experts at what it is that you do. I, I am so bullish on you making a higher return on all of the time that you invest in your social media, in your front end content. You know, if you have a blog on your website, whatever it might be. I am so bullish on you not only becoming known as the authority and expert for what it is that you do, but also driving more sales from your organic content in a way that is not sleazy and slimy, but is in the utmost service of your people. Okay, so the authority method is either coming out soon or is already dropped. Of course, the Authority method is included in MSA as well too. But if you're interested in learning more about the Authority method, go to the links in the show notes or you can go DM me on Instagram. See what I did there. I'm using my funnel right now. Go DME on Instagram Authority and I will either put you on the waitlist if it hasn't launched yet or send you more information over there. That is what I have for you this week. I cannot wait to see you next week. Take care. Hey, if you're enjoying this podcast and you're a boutique results driven med spa owner who is looking to drive more sales profitably each month without hustling yourself into the ground to do so, then you should consider applying to join us inside of the MedSpa Advantage. It's the only program designed to help you grow your revenue and profits while gaining back more time so that you don't feel scattered and drained while running and growing your business each month. To learn more about whether or not you're a fit for joining us, you can head over to heatherterveen.com apply to apply to get on a call with us to learn more. That's heatherterveen.com apply to learn more.