Do I NEED Funnels? (How to Build Organic Funnels that Attract Premium Clients on Autopilot!)

Summary

Podcast Summary: Med Spa CEO – "Do I NEED Funnels? (How to Build Organic Funnels that Attract Premium Clients on Autopilot!)"

Host: Heather Terveen
Release Date: April 2, 2025
Episode Title: Do I NEED Funnels? (How to Build Organic Funnels that Attract Premium Clients on Autopilot!)

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Introduction

In this insightful episode of the Med Spa CEO Podcast, host Heather Terveen delves into the critical role of organic funnels in growing med spa and aesthetic practices. Heather emphasizes the necessity of shifting marketing strategies to focus intensely on clients and patients, ensuring that all content is designed with the customer journey in mind.

“This is how we ensure that we are really shifting all of your content to be hyper focused on the clients and the patients and the potential ones...” (00:00)

The Importance of Organic Funnels

Heather begins by highlighting the transformative impact of effective funnels on business growth. She underscores that organic funnels are not merely supplementary but essential pathways that work alongside paid strategies to attract and convert premium clients seamlessly.

Addressing Common Myths About Funnels

Heather identifies and dispels several misconceptions that med spa owners commonly hold about funnels:

1. Funnels Are Only for Paid Ads

   • Myth: Funnels are exclusively tied to paid advertising campaigns managed by large marketing firms.
   • Reality: Funnels encompass any customer journey from initial awareness to conversion, regardless of whether they are driven by paid or organic efforts.

   • “A funnel is any way somebody who doesn't know about your business, that path, that journey to them becoming a customer of your business.” (06:17)

2. Local Businesses Don’t Need Funnels

   • Myth: Being a local business negates the need for an online funnel.
   • Reality: Even local businesses benefit from digital footprints as most clients research online before engaging services.

   • “The reality is that most of your in-person patients and clients are going to be checking you out in your online real estate areas...” (08:41)

3. Funnels Are Too Complex

   • Myth: Building funnels is overly complicated and beyond the expertise of med spa owners.
   • Reality: Funnels can be simple and tailored to specific business needs without requiring extensive technical knowledge.

   • “I want to tell you that [funnels] aren't complicated. You can really have some really simple funnels set up.” (08:41)

4. Funnels Feel Salesy

   • Myth: Funnels come across as pushy or aggressive sales tactics.
   • Reality: Properly designed funnels are customer-centric and provide value, enhancing the client experience rather than detracting from it.

   • “Funnels can be an incredibly in service way to serve the folks that follow you online...” (11:08)

Building an Effective Organic Funnel

Heather outlines a step-by-step approach to constructing organic funnels that attract and convert premium clients:

1. Content Creation

• Develop strong organic content that positions you and your team as experts.
• Focus on creating content that addresses high-value problems your clients face.

2. Backend Engineering

• Integrate your content with your signature packages and comprehensive solutions.
• Ensure that each piece of content naturally leads into your service offerings.

“We are creating the funnel with them in mind. We're creating this funnel to ultimately serve them and helping them get the results...” (20:36)

3. Capturing Leads

• Implement email opt-ins and SMS lists to capture potential clients’ information.
• Utilize tools like ManyChat automation to streamline responses and lead nurturing.

Example: Acne Program

To illustrate the concept, Heather uses an acne treatment program as a case study:

1. Create a Premium Guide

   • Develop a comprehensive guide such as “Clear Skin Guide” or “Beat the Breakouts Guide” both for digital distribution and in-person use.

2. Email Opt-In

   • Encourage visitors to download the guide by providing their email addresses, facilitating direct communication.

3. Problem-Focused Content

   • Address specific issues like cystic acne, inflammation, and lack of confidence in your content to resonate deeply with the target audience.

4. PSR Framework (Problem, Solution, Result)

   • Problem: Identify and articulate the client’s pain points.
   • Solution: Present your multifaceted approach and signature programs.
   • Result: Showcase before-and-after transformations to demonstrate effectiveness.

“PSR Problem solution result. The problems were cystic acne, lack of confidence...” (17:16)

Implementation Strategies

Heather provides actionable strategies for implementing organic funnels effectively:

• Consistent Content Integration: Ensure that all digital content (website, social media, YouTube) is interlinked and supports the funnel’s journey.
• Automation Tools: Leverage automation tools to handle repetitive tasks, allowing for scalability without added stress.
• Engagement Tactics: Use interactive elements like comments and direct messages to engage potential clients and guide them through the funnel.

“You can manually do this and reply to everybody or you could set up a ManyChat automation to actually have the automated response.” (18:24)

Benefits of Organic Funnels

Heather outlines the numerous advantages of implementing organic funnels:

• Attracting Premium Clients: Focused content attracts high-value clients who seek comprehensive solutions.
• Enhanced Online Visibility: Consistent and strategic content increases overall online presence and authority.
• Improved Conversion Rates: Well-designed funnels guide potential clients smoothly from awareness to booking, boosting conversion rates.
• Synergy with Paid Strategies: Organic funnels complement paid advertising, enhancing overall marketing effectiveness.

“This will actually improve all of your paid strategies as well too.” (12:28)

Conclusion and Next Steps

Heather wraps up the episode by introducing the upcoming Authority Method, a comprehensive approach designed to position med spa owners as ultimate authorities in their field. She encourages listeners to start building their organic funnels to magnetically attract premium clients and optimize their marketing strategies.

“I am so bullish on each of you becoming the ultimate authority and expert for your practice and clinic...” (20:36)

Heather also invites listeners to explore more resources and apply for the Med Spa Spot Advantage program, designed to help med spa owners grow their revenue and profits while reclaiming their time.

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Notable Quotes:

• “A funnel is any way somebody who doesn't know about your business, that path, that journey to them becoming a customer of your business.” — Heather Terveen (06:17)
• “PSR Problem solution result. The problems were cystic acne, lack of confidence...” — Heather Terveen (17:16)
• “This will actually improve all of your paid strategies as well too.” — Heather Terveen (12:28)
• “I am so bullish on each of you becoming the ultimate authority and expert for your practice and clinic...” — Heather Terveen (20:36)

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This episode serves as a comprehensive guide for med spa owners looking to enhance their marketing strategies through effective organic funnels. By addressing common myths and providing actionable steps, Heather Terveen equips her audience with the knowledge to attract and retain premium clients effortlessly.

Transcript

[Heather Turveen]

You will be able to know that when folks start checking you out, you have multiple ways to pull them in. This is how we ensure that we are really shifting all of your content to be hyper focused on the clients and the patients and the potential ones and even your current ones that are really interested in the high value solutions that you offer. And the reason why it shifts this focus is because we're actually creating the funnel with them in mind.

[Unknown]

Welcome to the MedSpa CEO podcast, where I teach you how to grow and scale your med, spa or aesthetic practice.

[Heather Turveen]

So that you can have the income and impact you know you were meant.

[Unknown]

For without overwhelm, stress, or feeling like.

[Heather Turveen]

You have to sacrifice your personal life.

[Unknown]

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.

[Heather Turveen]

All right, my beautiful friend, welcome back to another episode of the podcast. I know I say this a lot, but this might be one of my favorite topics to talk about today. Today we are talking about organic funnels, and I really want to spend some time today breaking a lot of your beliefs around funnels. Some of the myths that I see many of you sort of clinging to, and then how can you incorporate and start using organic funnels in your business to position yourselves as experts and authorities to make sure that you're maximizing any sort of investment that you do in, you know, outreach, whether that's time investment in outreach, or you're doing paid strategic outreach and visibility strategies as well, too? I wanted first to talk about a brand, Burberry, many of you know, and the luxury brand Burberry. And I was reading about this, and so I just thought it was so a fit for what we're talking about today. So basically, Burberry was founded. It's a British luxury fashion house. It's really known for its iconic trench coats and that distinctive chuck pattern that many of you are aware of. It was actually founded in 1856 and it was a very successful brand. Obviously, any brand that has been around for over a century has some really strong brand positioning to it. But by the early 2000, the brand actually faced a lot of challenges when it came to relevance among younger tech savvy consumers that were really becoming, you know, a larger part of their ideal customer profile.

[Unknown]

Okay.

[Heather Turveen]

And so under the leadership of their CEO, Angela Arendt, and their chief creative officer, Christopher Bailey, Burberry really had to shift how they were doing things, which was a big thing since they had, you know, they've been in business since 1856. And so some of their shifts that they made that completely changed the trajectory of their business was they started embracing digital platforms, they started doubling down on social media. And what they found was, is by integrating a really strong digital online and social media initiatives that they were able to sort of steer the ship back in the right growth trajectory. But you know, you gotta imagine that for a brand that has been in business since 1856, this was no easy feat for them because they had never had to do it before. The reason why I share this story and why this story sort of left a mark on me is that I think for many of you, you have had a lot of success without having to maybe really think about like your overall organic online marketing funnels. And you're just online marketing ecosystem, if you will. And so today we're going to talk about organic funnels and why it's critical to really have a well thought out, intentional game plan for your organic funnels. But before we dive in to that and what like, I believe each of you should be doing, and what I really want to encourage you to start thinking about as you really maybe revamp your online, you know, funnel strategy, if you will, is I want to dive into some of the myths that I see that many of you believe about organic funnels in general. And so the first myth I'm going to share, and then it'll also tell you what I mean by organic funnels too. So the first myth is around funnels in general. General that many of you believe is that funnels are just for paid ads.

[Unknown]

Okay?

[Heather Turveen]

So like I'm either running funnels if I'm working with a paid ad company and they're running my funnels for me, or, and outside of that, I don't have, you know, funnels, which is what many of you believe. And so like the idea that funnels are for big online marketers only or that the idea that if the only funnel that my business has is the funnel that my ads company has created, and that's really not what a funnel is.

[Unknown]

Okay?

[Heather Turveen]

So a funnel is any way somebody who doesn't know about your business, that path, that journey to them becoming a customer of your business. Okay, Any of that, whether it's a word of mouth funnel, okay, A referral funnel, a visit like they've walked by because they're going to another business by your business. So you, you are in a really great location. Funnel. When I say the term organic funnel, I just mean a funnel that is not tied to paid ads. Okay, so many of you have paid ad funnels and I think that's great for customer acquisition. Organic funnels are the other pathways that you set up and specifically really the digital real estate pathways that you set up. So from your website, from your social reading, social media, from anywhere else that you have a digital footprint. Okay, so for some of you, you might have a YouTube channel that would be part of your digital real estate. And we want to make sure that every place that you have a digital real estate or digital presence, that you have an organic funnel set up and working for you. So they are not just for your paid ads and they are an intentional way to make sure that there are simple steps for your folks to actually become either either, you know, micro commit to getting, getting on your email list or your SMS list or directly to book with you. And we're going to talk a little bit about what I think are some really good pieces of that. I want to see each of you to start build some organic funnel assets for your business too. So the second myth is that like my business is too local for a funnel to work. Meaning like I'm a local business, I don't need to have an online funnel.

[Unknown]

Right?

[Heather Turveen]

And I actually think this used to be true. Okay, you didn't have to. And you don't actually have to have an online funnel right now. Right. You could have, you could build visibility and do a more grassroots, you know, method if you will, or channel for growing your business. But I would argue that even those grassroots or like, you know, more man to man, if you will, visibility strategies like in person events or you know, collaborating with other local businesses, those folks are still going to assume that you have digital footprints and you all have. I don't think I work with anybody that doesn't have social media that doesn't have a website. Y'all at least have that. It's just a little disconnected and disjointed. Like you hired a website company and they, you know, created this beautiful website for you and then you have a different company that maybe helps helps you with your social media, but it's all sort of disjointed and it doesn't have an elegant flow that is seamlessly helping your folks know how the journey to you and making it easier. The reality is that most of your in person patients and clients are going to be checking you out in your online real estate areas, whether that's social media, your website, et cetera. So we want to make sure that you're not getting caught in that idea. The other thing that I would say is that many of you believe that this isn't your specialty. This is over your head, if you will. Like, funnels are too complicated. And I want to tell you that they're not complicated. You can really have some really simple funnels set up. We're going to talk about some basic ones today that can really be like, improve not only the amount of folks that you're able to pull from your website and pull from your social media following as well, but do so in a way that's actually going to focus on getting the highest premium clients and patients in, but do so in a way that's also going to pre sell them on your comprehensive solutions and what you specialize in. So the next myth is that funnels feel salesy. I don't want to be pushy.

[Unknown]

Okay?

[Heather Turveen]

That is not what we're talking about here. Meaning, and I know this because there are a lot of slimy funnels out there. Let's be real. There's a lot of bro marketers out there doing kind of shade, borderline shady, unethical things with funnels. And so it's given funnels a bad rap in many instances. And I want to, I want you to know that like, that is just not what we're talking about and that funnels are, can be an incredibly in service way to serve the folks that follow you online, which ultimately are folks that haven't become patients or clients yet. And folks, you're. We, we know that your patients and clients, the likelihood that they're following you online is high as well too. So it actually serves your current patients and clients as well. Okay, so what do I mean by an organic funnel? Okay, so first of all, the word organic means a couple of things. It means that it's not paid. So in the, in the examples, in, in the way I'm using that word right now, organic means separate from your paid funnels.

[Unknown]

Okay.

[Heather Turveen]

I think paid ad funnels are, are great as well too. And in fact, if you have organic funnels going too, and really great, strong organic content going, this will actually improve all of your paid strategies as well too. So what are the different parts of a funnel? Okay, so the first part I think of a funnel especially, let's just talk about social media first, and this also goes on your website as well too, is we first want to start with having really strong organic content that positions you and your team as the experts and authorities at what you do. And then I like to backend engineer. So we've got our organic content that's the content you have on your website, that's the content that you're putting out on your social media or any other place that you are, you know, have a digital footprint. And then we want to backend engineer that to our offers, okay? So backend engineer to your, you know, your signature packages, your comprehensive solutions as well.

[Unknown]

Okay.

[Heather Turveen]

And then we want to have a thoughtful way to actually capture folks that are visiting our website. Capture the folks that are, you know, visiting us on, you know, Instagram, Facebook, wherever else you may be. Let's just focus on Instagram as an example right now.

[Unknown]

Okay?

[Heather Turveen]

So let's say that I specialize in acne. We'll use acne as an example, okay. And acne may be one of your specialties. And this is where you may want to have more than one organic funnel.

[Unknown]

Okay.

[Heather Turveen]

I would argue that eventually it'd be nice if you had an organic funnel for every like micro specialty that your practice has. So let's say you have an, an acne program, okay. And you can insert anything in here. You could have a brightening program. You could have like a full facial rejuvenation package, if you will, or just a full facial rejuvenation package and you know, roadmap that you love your patients to actually follow.

[Unknown]

Okay.

[Heather Turveen]

And so we want to be thinking about like how that content is going to lead and sell them to those offers, okay? So we want to make sure that the content is integrated with our offering. And I think that's a big hole I see in many of your Instagram, Facebook, wherever you're creating content, is that it's very disjointed from your offering. We want to make sure that we're pulling those offers, those unique signature solutions to your front end social media.

[Unknown]

Okay?

[Heather Turveen]

And then we want to think to ourselves, we want to actually create premium pieces of content. So I like guides. So in the example of acne creating an a clear skin guide, a Beat the Breakouts guide, okay? So make that guide. And this guide can be used digitally, obviously, but it can also be used in person, right? Like it could be sitting in your waiting room. It could be given to a client if it was printed out.

[Unknown]

Right?

[Heather Turveen]

So it has more uses than just digitally. Okay. But digitally. Then we want to create an email opt in for that guide.

[Unknown]

Okay?

[Heather Turveen]

So we've got our clear skin guide, we've got our Beat the Breakouts guide, okay? Then we want to create content that is going to be focused on the problems that that program or the guide helps them solve. So then we want to start creating content like, hey, do you suffer from cystic acne and inflammation and redness and you know, not being able to tame your breakouts and all of these things. You actually want to use the language that you hear your patients telling you, your clients telling you when they come in and describe their problems. Okay, so you want to lead with that and then let them know, you know, we have lots of different frameworks that I like to use for video, but let's use a simple one. PSR Problem solution result.

[Unknown]

Right?

[Heather Turveen]

That's a framework for a caption, a framework for a video, framework for a carousel.

[Unknown]

Right.

[Heather Turveen]

The problems were cystic acne, lack of confidence. Right? Because they were embarrassed about their skin. So we want to say it because that's going to draw in those premium clients and patients. And this is what I'm talking about. Like we want to focus on the high value problems that our solutions actually solve for. And then we, we tell them like, hey, so we have a multifaceted approach and our Clear Skin boot camp is how we were able to get this particular client from these looking like this to this and show up before and after at the same time.

[Unknown]

Right?

[Heather Turveen]

And they're going to be like, so we stated the problem, we let them know the solution and then we showcased the result. Psr, if you want to learn our approach to helping you get clear skin, you're going to want to grab our Clear Skin guide. Comment below with the words clear or clear skin and we'll shoot that over to you in the DMs.

[Unknown]

Okay.

[Heather Turveen]

Then you can manually do this and reply to everybody or you could set up a ManyChat automation to actually have the automated response. For those of you who follow me on social media, I use this all the time. So if you're looking for examples of this, go check mine out at HeatherTurveen.

[Unknown]

Okay.

[Heather Turveen]

On Instagram.

[Unknown]

Okay.

[Heather Turveen]

Then they're now in our DMS.

[Unknown]

Right?

[Heather Turveen]

So now we have this ideal premium client. Can you tell? I get excited. We have this ideal premium client now inside of our DMs. They've commented on a post, they are in our DMs and this signals to Instagram that this type of person is highly interested in you. And it's going to show more of your content to this person. And then this person is going to opt in to get this guide, give you their email.

[Unknown]

Right?

[Heather Turveen]

You can let them know in the guide how they can book an appointment.

[Unknown]

Right.

[Heather Turveen]

And so then they've opted in. And then once they've opted in this is going to trigger an email sequence that welcomes them to your med spa or practice.

[Unknown]

Right.

[Heather Turveen]

And also lets them know how you help them with the thing that they opted into. And in that follow up email sequence is where you're going to invite them to book and let them know. And it also, in that first email will actually deliver the guide that you promised them in the original piece of content.

[Unknown]

Okay.

[Heather Turveen]

So this is an example of what an organic authority building funnel can look like.

[Unknown]

Okay.

[Heather Turveen]

And I recommend starting to build out these types of funnels organically. This is also can be on your website as well too. So if you have a page on your website that's about acne, or if your whole, you know, clinic is about one specific specialty, you could have that guide in the footer or the header of your. If you have a YouTube channel, it could be over there.

[Unknown]

Right?

[Heather Turveen]

And this is how we start building out the architecture of your organic funnel strategy so that no matter what paid or even grassroots visibility that you do, you will be able to know that when folks start checking you out, you have multiple ways to pull them in. This is how we ensure that we are really shifting all of your content to be hyper focused on the clients and the patients and the potential ones and even your current ones that are really interested in the high value solutions that you offer. And the reason why it shifts this focus is because we're actually creating the funnel with them in mind. We're creating this funnel to ultimately serve them and helping them get the results that they are looking for and the the solutions to the problems that they are looking to have. All right, my friend, I am so excited. We are launching the Authority method and at the time that this episode drops, it either will already be out or it's launching very soon. And we will link up more information in the show notes. But this is. I am so bullish on each of you becoming the ultimate authority and expert and for your practice and clinic to become the ultimate authority and expert so that we can really start shifting your marketing to actually backend engineer to those signature offers and to ultimately magnetically attract those premium patients and clients in your market as well. All right, my friend, that is what I have for you this week. I will see you next week.

[Unknown]

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 Med Spa spot 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 heatherturveen.com forward/apply to Apply to Get on a call with us to learn more. That's heatherturveen.com forward/apply to learn more.