The Content Strategy That Turns Followers into Paying Clients

Summary

Med Spa CEO Podcast: Episode Summary

Title: The Content Strategy That Turns Followers into Paying Clients
Host: Heather Terveen
Release Date: February 19, 2025

Heather Terveen, the voice behind the Med Spa CEO Podcast, delves deep into effective content strategies tailored for boutique, results-driven med spa and aesthetic practice owners. This episode, "The Content Strategy That Turns Followers into Paying Clients," offers actionable insights on transforming social media followers into loyal clients without sacrificing personal time or well-being.

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1. Blending Serving and Selling Content

Heather challenges the conventional wisdom that content must either serve or sell its audience. She posits that effective content can "marry serving and selling at the same time" (00:00):

“Content can be serving and selling at the very same time. I mean, you are listening or watching a podcast. That is one of my primary content channels for selling.” — Heather Terveen [00:00]

By integrating value-driven content with subtle promotional elements, med spa owners can both educate their audience and promote their services seamlessly.

2. Common Mistakes in Social Media Content

Heather identifies several pitfalls that med spa owners often encounter when crafting their social media content:

a. Serving vs. Selling Dichotomy

Many believe content must exclusively either serve or sell. Heather underscores the importance of combining both:

“Content is serving and selling at the same time.” — Heather Terveen [00:00]

b. Lack of an Intentional Roadmap to Offers

Without a clear strategy connecting content to specific offers, efforts can become disjointed:

“Your content would have a clear path to your offers.” — Heather Terveen [06:28]

c. Absence of Unique Offerings

Generic service menus fail to capture attention. Heather emphasizes the need for unique, memorable offerings:

“Having a unique offering makes your social content so much more irresistible and compelling.” — Heather Terveen [11:41]

d. Insufficient Authority Positioning

Content should establish the med spa as an authority or expert in the field. Heather introduces frameworks like PSR (Problem, Story, Solution, Result) to bolster authority:

“We want to position you as an authority or an expert.” — Heather Terveen [19:01]

e. Targeting the Wrong Audience

Creating content tailored to peers or less ideal clients can dilute the brand’s message. Heather advises focusing on the best patients and clients:

“Your best patients and clients are not going to engage with content aimed at convincing the wrong audience.” — Heather Terveen [13:05]

3. Building an Effective Content Ecosystem

Heather outlines a strategic approach to developing a content ecosystem that seamlessly attracts, nurtures, and converts followers into clients:

a. Start with the End in Mind (“Start as You Mean to Go”)

Inspired by the concept from "The Baby Whisperer," Heather advocates for planning content with long-term goals:

“Start as you mean to go when you're building out your content.” — Heather Terveen [19:15]

This involves identifying key solutions and back-engineering content to promote these offers effectively.

b. Consistent and Magnetic Content

Consistency is crucial. Heather suggests focusing content around unique offers and maintaining regular promotions:

“Content consistency is about sharing the same core messages to become known for something.” — Heather Terveen [20:43]

c. Leveraging Frameworks for Content Creation

Using structured frameworks like PSR ensures content is problem-solving and result-oriented:

“PSR stands for problem, solution, result. It's a simple video framework to position you as an authority.” — Heather Terveen [10:33]

4. Quarterly Planning and Magnetic Funnels

Heather introduces the concept of quarterly planning, where med spa owners plan their content and promotional strategies ahead of each quarter. This ensures that all content aligns with specific offers and business goals:

“We do quarterly planning to ensure all our content roadmaps lead back to our offers.” — Heather Terveen [08:28]

Additionally, she discusses magnetic funnels that attract the right clients organically through platforms like Instagram and TikTok:

“Create magnetic funnels designed to attract a certain type of patient or client.” — Heather Terveen [09:01]

5. Introducing the Authority Method

Towards the episode's conclusion, Heather announces the upcoming launch of the Authority Method, a comprehensive framework designed to help med spa owners create a robust content ecosystem. This program promises to:

• Attract and Convert Clients: Through tailored content strategies.
• Position as Experts: Establish authority in the med spa industry.
• Streamline Sales Processes: Reduce the manual effort in client acquisition.

“The Authority Method is our entire framework to help you create a content ecosystem that attracts and converts premium clients.” — Heather Terveen [25:38]

Listeners are encouraged to join the waitlist or reach out via Instagram for more information.

6. Final Takeaways

Heather emphasizes the importance of strategic content planning, consistent messaging, and positioning as an authority to convert social media followers into paying clients. By avoiding common mistakes and implementing the strategies discussed, med spa owners can enhance their online presence, drive engagement, and increase profitability without overwhelming their personal lives.

“Your content should be helping you and your team do some of the heavy lifting of actually selling folks on your things.” — Heather Terveen [25:23]

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For med spa owners seeking to elevate their content strategy and drive meaningful business growth, this episode provides a treasure trove of insights and actionable steps. By integrating serving and selling, planning meticulously, and positioning as an authority, listeners can transform their social media presence into a powerful client acquisition tool.

Transcript

[A]

Believing that content either is serving content or it's content that is selling content. And what I have found that is working for me personally is that we can actually marry those two things. Content can be serving and selling at the very same time. I mean, you are listening or watching a podcast. That is one of my primary content channels for selling, selling. I create this content. Ultimately it's a marketing tool. And yes, it 100% serves. I'm able to serve and sell at the same time. 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. Welcome, my friend, to another episode of the podcast. I am super pumped you are joining me today. Today's topic is one of those topics that I get asked about a lot and it's how do we actually make money from our social media? And we're going to talk today about how can we use our organic content so no matter what social media channels you're on, to actually pre sell our best patients and clients on our signature offers? Okay, so like our comprehensive programs and packages and systems and what have you. So, you know, Gary Vaynerchuk came out with a book, I don't even know what year it was, but many, many years ago, and it was jab, jab, jab Punch is one of the main frameworks in his book. There was this idea that before you sold on social media, the jab, jab, jab was give, give, give, Right? And then punch was, you know, metaphorically, then you could promote. And I want to say that I think I know actually. And what I have been doing, I'm going to share a lot of what I've been doing personally with my own organic content is that that is not the most effective way to actually use social media to 100% not only attract the premium patients and clients in your market, but to also become known for what it is that you do and to differentiate yourselves as well.

[B]

Okay.

[A]

We're gonna dive into like a lot of the mistakes I see many of you making with your social media content. And then we're gonna talk about some shifts that I want you to make so that in 2020, really start using social media more strategically to actually pre sell and get folks who actually come in and are booking appointments and saying, I am interested in this. I am interested in this more and more and more. Okay, so the first mistake that I see many of you doing and it's, it's really not your fault. We've been told this by so many different social media influencers, but believing that content either is serving content or it's content that is selling content. And what I have found that is working for me personally is that we can actually marry those two things. Content can be serving and selling at the very same time. I mean, you are listening or watching a podcast. That is one of my primary content channels for selling. I create this content. Ultimately it's a marketing tool. And yes, it 100% serves. I'm able to serve and sell at the same time on this podcast. And I actually, all of my content for the most part is back end engineered to certain offers that I have in some way. Because ultimately your offers, your menu, the treatments, the services, the packages, all the things that you do to help your patients or clients get outstanding outcomes ultimately helps them and does serve them. So I think historically with social media it's been like, oh, we gotta have content pillars. And you know, we have these different content pillars that are, you know, used to create a content system that is gonna build, know, like and trust that is gonna really, really nurture. And then maybe here and there we can promote. This is like thinking about promoting and serving in two separate silos. And that's the first mistake that many of you are making. It's a mistake that I used to make as well too. Like, oh, like I have to really build no like and trust before I sell, when ultimately, no, there's a way to actually serve and sell with like at least 90% of your content that is going to position you as the expert. It's going to pre sell and sell your folks on your offers. And then ultimately it does serve the same time as well. So we're going to talk more about how to do this effectively as well. So ultimately my goal for all of you is that your content would have a clear path to your offers. And so this is mistake number two is that you don't really have an intentional roadmap leading to your offers from your content.

[B]

Okay.

[A]

It's kind of disconnected for many of you. Yes. You know that you are a practice or clinic that specializes in this and that is, you know, there's some thought put into that and who it is that you are serving. But I see it where it's like, it's kind of disjointed you know, there's this like, I gotta use a trending audio. So you might do some fun trending audio reel. That's funny that you saw up here do or your team member saw up here too. Or it's education snippets or personality based content that is disconnected and doesn't have an intentional roadmap to any of your offers. And for me, I think almost every single, certainly most of your feed posts, whatever, you know, let's put Stories aside for a moment. Although Stories is a great place to serve and sell as well too. Every single piece of content, for the most part, nine times out of 10, should lead back, have a direct connection to an offering.

[B]

Okay.

[A]

Should have a direct connection to whether that's, you know, a certain package, whether that's a certain treatment protocol or service. I want you to really be intentional. In fact, in msa we do something called quarterly planning. And once a quarter, we actually do it the first or second week of a month that precedes an upcoming quarter. Okay, so like for quarter one, we did this the first or second week of December. And we actually look at our offers, like, you know, have that menu structure that uses our CVS menu framework that we talked about on a recent episode as well too. We actually create the menu of offers, right? And then we look at our calendar, a promo calendar for the upcoming quarter, and we want to back engineer our content and our promotional plan to those offers.

[B]

Okay?

[A]

So that way when we look at your annual promotion plan, which of course includes social and email and you know, maybe content and some other facsimile if you're doing blogging or YouTube as well too, or even a podcast, we want to make sure that all of your offers eventually have their day in the sun. And then we want to have an intentional roadmap that leads back to your practice.

[B]

Okay?

[A]

And so I'm going to be talking, diving deeper into this, into an upcoming episode, but I have a system called magnetic funnels. And you want to have magnetic funnels that are designed to really attract a certain type of patient or client who has a specific problem or a desired outcome that your solution has. And we can actually create a funnel just on your organic. I know y'all are like, well, I have funnels going with paid ads, which is great for new customer acquisition, but we can also have magnetic funnels happening on your organic website and Instagram and TikTok and wherever else you are posting content as well too. But oftentimes many of you make the mistake of not Having intentional roadmaps, not really being intentional with thinking, who is this content for? What problem does it solve for them? Right? So like, you know, there's all different frameworks. We have a whole social video training that we do with our clients and we have very specific frameworks that intentionally are designed to really a hook the type of person you want to attract. Everything down to that one piece of content. There should be a certain patient or client that you're thinking of when you create that content.

[B]

Okay?

[A]

This is why the best content is based on the things you are doing to help your real patients and clients when they're in front of you inside of the clinic as well. The third mistake is that not having a unique offering. Okay, now this is like, you know, I'm preaching to. If you're a consistent listener to this podcast, I'm preaching to the choir at this point. But it goes without saying that the more we can create a unique offering for you to where it's not just a menu of the generic tox, ipl, microneedling, semi glue, tied, whatever it might be, and we create a unique offering. This makes your social content so much more irresistible and compelling. And it also makes it so much more curiosity sparking. We know that the number one reason somebody's going to open your email, read your post is if it's curiosity sparking.

[B]

Okay?

[A]

And so naturally, having unique offers makes it curiosity sparking. It also makes it memorable for folks to be able to say, you know, instead of like, if you're giving a complex protocol for getting somebody results which is going to be too complicated for them to remember. If we take that and we have a unique offering that has that single name to it that is unique to you, a it's going to differentiate you, right? So nobody else is going to have it. But also it makes it easier for your followers to come in and say, hey, I saw, you know, that post that was all about the clear skin package or the lift and tighten packet. It's like one thing they have to remember that is so much easier for them to remember. So it starts shifting your content to be more interesting and to honestly tee up your folks. We also know that your existing patients and clients are 100% following you. And then your folks that are contemplating becoming patients and clients, they are going to check out your Instagram. So they may have found you from an ad, they may have found you from search, they may have found you from a referral from a friend, but we know that they are going to check out your content.

[B]

Okay?

[A]

Now level one for your content is to keep that in mind, meaning I call this curb appeal content. And it's just having the basics in place where your website, your whole digital real estate, whatever that might be, your website, your Instagram, your TikTok, your Facebook, wherever you have a digital footprint is making sure you at the very least have curb appeal content. Okay, so this is for those new folks who are going to check you out the next, you know, intermediate and advanced is what I'm talking about here where your content really, really, really backend engineers and actually threads to your unique offers as well too. The other mistake I see is not having any sort of game plan for really having content that positions you and your team members as authority and experts at what you do. And you, and you might be doing this, some of you aren't doing nearly enough of it and some of you are really too top heavy with the personality trending, you know, educational content and not really doubling down on the authority expert content as well too. And you heard me say it so many times that I think that it doesn't really, really drive home that you want to be thinking of the best patients or clients. I find that many of you, another mistake you make is you are accidentally creating content for your peers or accidentally creating content with your worst patients and clients in mind. Some examples of this would be like posting your no show policy like I'm a premium patient, I'm not. No showing you. And so that content isn't created with me in mind doesn't mean you don't have a no show policy, right? Have your no show policy be when like I'm actually booking or in a follow up or what have you. But you don't need to post that out on Instagram because that is not thinking of your best patient or client. Or I'll see some of you create content that is really like with your peers in mind that is almost like condescending to your potential patients and clients. Or it's content that seems like innocent like or it seems like it's going to help, but really it's convincing the worst patients and clients. For an example, like why you should invest in an expert provider and you shouldn't go to the cheapest solution for talks or insert whatever it is that you do. Okay, I see a lot of this content out with many of you that I follow. Your best patients and clients are not going to engage with that type of content. That type of content is trying to convince your not best patients or clients why they need to spend more Your folks that are all in and really, really value investing in an authority or an expert aren't going to engage with that content as well. And so there's lots of different frameworks, like getting some frameworks for your videos and for your content, some structures that are really authority and expert building is another thing that you can simply do to start really building that content that is going to thread back. For an example, PSR is a simple video framework. We want you to start having these different frameworks in your back pocket. PSR stands for problem solution result. You could do PSSR to problem story Solution result, right? So the problem is that you and again you want to be thinking of who it is. And in fact when you do pssr, I want you to actually pull out a specific story. So you could pull out a client story. You share the problem that that particular client or patient came to you with and you share their story. That's the second, right? So you share their problem, then you share their story and then you share the solution. That is the comprehensive signature package or whatever it might be, that is the solution, the multifaceted solution you use to help them get those outstanding results and then you actually can share the result. You could show a before and after or what have you as well too. And so really starting to build those frameworks, like having those in your back pocket so that they give you and your team members some structure around building content that is really going to position you as an authority or an expert. Okay, so the next question is these are some of the problems, what is the solution to you actually creating a content ecosystem that does some of the heavy lifting of pre selling your best patients and clients, whether they're active patients and clients or they're new to you patients and clients on your unique comprehensive solutions. So step number one is this idea of start as you mean to go. I've shared this story before. This is a term that I heard when back in the day when my kids were babies, I read a book called the Baby Whisperer. I read every book on sleep imaginable, okay? Baby wise, the toddler, the baby whisperer, healthy sleep habits, happy child and every book possible. I'm like sleep is next to godliness. And I was so determined to figure out a sleep structure that was going to help with my baby. And there is no sleep structure really. But one of the things that the baby whisper her she said and what she was talking about really was this idea that if you don't want your kid sleeping in your bed at 10 years old, with you, you wanna start as you mean to go and really think about that before you brought the baby or the toddler into the bed with you.

[B]

Okay?

[A]

Now this is not a position on whether or not I think you should have or not have your toddler in your bed with you, but the premise behind it is solid. And the idea that you want to start as you mean to go, and you want to start as you mean to go when you're building out your content as well too. So what I mean by that is we want to think like, okay, we want to start with the end in mind. What are the solutions that we want to become known for? What are the solutions that we know we can get such incredible results for? And then let's back end engineer all of our front end organic content to lead back to that or the majority of it as well too. So you can still do some of the personality content and what have you as well, or you can decide we're going to double down on this type of content. And of course your personalities are going to show through by doing stories and videos and other things around it as well. So that's step number one is actually having those unique solutions, getting them down, figuring out which ones you want to become known for. And then as you look like we do when we quarterly plan with our clients is like, let's make sure that our content plan actually backend engineers to those offers.

[B]

Okay?

[A]

So how can you start doing that? And then the beautiful thing is, is that once you know which offers and solutions that you actually want to double down on, this becomes the basis for how you create a content plan. And here's the thing, we don't want to repeat the same content over and over again, meaning the same exact content. We do want content consistency. What I mean by that is that you want to become, in order to become known for something, you have to be pretty consistent in sharing about that something. And so when we look at your offers, then you start creating content with those offers in mind. You start to be able to give like, you know, you might decide, okay, in February or March or whatever upcoming months you're planning. We want to really spend a week or two where we're doubling down on one offer.

[B]

Okay.

[A]

Now it doesn't mean that a hundred percent of the content leads back to that offer. You can sprinkle other offers in, but you want to really, because we've, we're seeing this more and more, really having campaigns around offers.

[B]

Okay?

[A]

Many of you know this, some of you don't. If you're newer to me. I actually like for you all to have, I call it quarterly planning, where you actually have an in person event once a quarter or at a minimum twice a year, where instead of just like the big events, where it's just like, oh, it's our annual, like holiday event, everything's marked off. Right. Even when I look at in person events for you all, I like the in person events to have specificity. What I mean by that is like it's an acne event, right? It's a clear skin event. So that event, and then we have a 14 day promotional plan that I recommend to actually promote anything. Whether that's promoting an event, promoting a special, maybe you're launching something new. We have a 14 day plan that all roads for 14 days are leading to whatever that thing is that you're promoting. But the difference between a regular in person event, meaning what many of other folks have told you to do, which is fine. If you do this once a year, like the big annual event, anniversary event, holiday event, fine. But what I prefer is shifting you to having these smaller. They might be smaller, meaning they might not have 100 people come to them, but they're very specific in what the point of the event is. Okay, so whether that's, you know, I gave the acne example, or it's like get ready for summer and it's like your body sculpting and weight loss event that you're gonna have at the end of February. Right? And so it gives you enough time. And everybody who comes to the event is interested in getting their body ready for summer. And that's another example of just like, let's be so intentional with not just promoting random generic things, but really selling and serving at the same time. Right? Because that event is going to sell and serve at the same time. Right? It's going to serve in the sense like everybody who comes is going to be interested in learning how they can get whatever the outcome is or the problem that they're looking to solve. And it's going to sell them so much more effectively because now you have specificity. So everybody who's come, you might have less people who come to that event than the big, like, everything's marked down holiday event. But those people are going to be highly engaged in what the solution is that you are offering. So, you know, the biggest takeaway that I can have for you and what I think is going to win in 2025 and beyond is really doubling down on creating content that I consider to be like magnetic Content. It's that content that not only drives engagement, it's very engaging because it's created with a very specific human in mind who's highly interested in that problem or solution that you're talking about, but it's also, so it's nurturing as well too, but it's also selling at the same time.

[B]

Okay.

[A]

And this is how we can create really, really like a whole content ecosystem that serves and sells and ultimate leads back to your offers.

[B]

Okay.

[A]

We have a new program, it's called the Authority Method that is going to be, depending on when this episode drops. It's going to be launched in the upcoming weeks.

[B]

Okay.

[A]

This is gonna be our entire framework from everything from what I'm doing currently with everything from manychat, what video I'm seeing working, creating entire funnels, what have you. It's gonna help you ultimately create that content ecosystem that is designed to attract, convert, nurture, position you as an expert so that you are ultimately getting even more premium and clients who are booking and coming through the doors. That's, that's what's possible on your content. Your content should be helping you and your team actually do some of the heavy lifting of actually selling folks on your things. That's what I want for every single one of you. So if you're interested in getting on the wait list, depending on when you're listening to this for the Authority method, you can come on over and DM me. I'll put it, I'll link it up in the show notes as well. Or you can DM me on Instagram at Heather Terveen as well. All right, that's what I have for you this week. I will see you next week. Hey, if you're enjoying this podcast and you're a boutique, results driven med spa owner who's 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 Advantage. It's the only program designed to help you grow your revenue and profit 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 heatherturveen.com apply to learn more.