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Hey, podcast listeners. I'm your host, Ricky shockley, owner of MedSpa Magic Marketing. And this is the Med Spa Success Strategies podcast, where MedSpa and aesthetics practice owners come to discover strategies and tactics that help them better market and manage their practices so they can grow, improve profitability and have greater impact for their teams and their patients. We've been deviating a little bit in terms of episode format for the Monday editions, so Wednesday is always my quick thought. Friday we have more interviews, guest interviews. Those are coming up. We have a lot of those on the schedule, some returning guests and some new guests. So really excited to have more of the traditional original format of the podcast. But on the Monday episodes, please let me know if you've got a specific podcast platform you're listening to. If you can leave a comment or feedback or find us on Instagram. MedSpa Magic Marketing on Instagram, if you don't mind. It's really important that we get feedback so that we know what you want from this content. So the Monday episodes that we've been publishing lately, they follow a specific show format. It's me talking about. I do like an introductory monologue. We go over news segments. I have Lauren on, and we do the quick wins and the things that are working best in marketing and strategy right now. And then we have a little bit of a closing in a more traditional scripted episode format. Today I'm going over nine issues we see most commonly in meta ads and how to fix them. So if you're running meta ads, this is going to help you improve your meta ads, hopefully dramatically and find some pitfalls to your existing performance. And if you're not, it'll give you a really good framework for how to set yourself up for success. But we really appreciate the feedback on these Monday episodes. With that said, let's get into the show. Hey everyone. Today we're going to talk about nine reasons your meta ads, your Facebook and Instagram ads are struggling or maybe just aren't performing as well as you'd like them to be. If you're not currently running meta ads, I think this is a really good framework for you when you do eventually get into meta advertising. What to think about to set yourself up for success. So this is one of the most popular topics that comes up for us because it's one of the first places we recommend med spas spend their ad dollars because it's very cost effective. But there are a lot of things that can go wrong. So we're going to talk about nine of those things today. So the first issue that I see is that practices that advertise on meta. And for those of you that are listening to the podcast, I am doing a screen Share on YouTube here as well. But I'll try to make sure I talk this through for those that are listening on audio to the best of my ability. But issue number one is you're just not well positioned. So we have something we call the med spa selection matrix. And this is going to basically set you up like so you can think of this as a score that your ideal prospects, your potential customers are doing or an analysis they're doing to score your med spa on a scale of 1 to 100. And I've got this weighted so roughly we say that 50% of this score is going to come from reputation and affection. The second part of the score is up to 30% of the calculation is convenience. Like, hey, this med spa is a mile from my house. This one's downtown, 27 miles away. And the third is Price or Promotion and we'll make that 20% of the bucket. But the contention here is that all of your prospects, people that are new to town, that are looking for med spa, people that have never been to a med spa before, people that are thinking about switching providers, they're all doing this analysis to try to figure out, hey, where, where am I going to go for service? What do I see as my potential new med spa home? And know how these variables play together. If you're not maximally attractive on the scale, you're going to struggle. So if you don't have a great promotion or a great price, there are other businesses running better deals and you've got a subpar reputation. And when I say subpar, that could be a 4.7 star rating on Google, right? If you've got competitors in the area that have perfect five or four nines and you have a four seven, like you're going to struggle. From a marketing and advertising standpoint, you're not giving people a compelling reason to choose you. If you're less reputable than your competitors and your promotions and your initial visit offers are less attractive. So keep in mind that purchase matrix, how people make purchase decisions, optimize for attractiveness in all three of those areas. Convenience, right? If I'm targeting people with my ads that live three miles away, it's going to be more cost effective because I'm going to rank higher on that convenience scale. Then targeting people that live 45 minutes away even though I have a great promo and a really good reputation is it realistic I'm going to attract those people to my med spa long term, probably not. So that's the first issue is just you're not well positioned. It's just you're not attractive versus the alternatives. Problem number two that I see is that your offers aren't exciting. This very basic inescapable matrix I think people want to ignore because we want to think that there's an easier solution and something that we can play with. That's not this. But the reality is that we the cost to acquire a customer goes down when the attractiveness of our offer or our promo goes up. So let me illustrate that with a couple examples just to illustrate this concept. So this is one of our clients. It's a screenshot on the screen of two different ads. One of them is a new patient discount on Disport. The other one is just a invite for a consult where we try to win on reputation. We pay two and a half times more in lead cost and almost three times more in customer acquisition costs cost on our reputation ad versus our Disport discount new patient special offer. So again, that's not the end of the data set. But just know that if you feel like you're struggling to get butts in the seats, if you're using that strategy, for every thousand dollars, this client's maybe only seeing three to four clients on the reputation offer where they're seeing more than 10 closer to 15 per thousand dollars for the discord offer. So if the goal is butts in the seats and at bats, which I think part of this is a med spa, especially for injectables, it should be again one of the quotes action changes attitude faster than attitude changes action. The best way to shape perception is through experience. Your favorite restaurant. If I always ask people on my sales calls, what's your favorite restaurant? And inevitably they name something they've a restaurant they've actually been to. Right. So the same thing is true for your med spa. If you want to be someone's preferred med spa, the best way to do that is to get them to do business with you and to have those at bats. So know that if your offers aren't exciting, you're not. You're going to struggle to generate results. So. So another example of this is even like within a specific offer type. This is an example on the screen of one of our clients that ran a new patient Botox offer at two different price points. Historically they were running it at 179 for their first 20 units. Again, this is a new patient special offer. So we can get the at bat. I don't want to live in the realm of discounting in perpetuity, but I want to use discounts as a lever, a cherry on top, to lower my acquisition cost and to get at bats and butts in the seat so that I can develop relationships with prospects and shape perception through experience. They ran the Botox offer at 179 for 20 units, and their lead cost was $24. They lowered the the promo from 179 to 169, and their lead cost was lowered by 9%. That is a massive difference. When we plug that into our ROI calculator, for example, all other things equal. At 24, if their conversion rate was 15%, they were paying $160 in customer acquisition cost. At $15, if their close rate is 15%, they're paying 100. Right. So that's a massive difference from 160 to $100 in customer acquisition cost. As you scale that over months and years, you're talking about hundreds of thousands of dollars in revenue difference just from being able to lower our customer acquisition cost by $60. And again, all we're doing is we're taking $10 off the promo. So notice the math there. I saved $60 in customer acquisition cost by giving an additional $10 in the promo. And on top of that, you know that that is like the maximum amount we're probably going to see in terms of differential, because after consult, the units that people buy are typically the same. People buy what they need to buy. And even if they only buy the base promo, there's a $10 maximum differential on the promotion price, but a $60 differential in customer acquisition cost. So that's another important lesson is that you're paying for this on either side of the equation, either in discount or customer acquisition cost. And you have to understand how those two things play together, because I hear a lot of med spa owners say they don't want a discount. Maybe it cheapens their brand. They don't want to give it away. They're not making a profit. But the reality is you are paying for that on either side of the equation. So again, problem number two, your offers aren't exciting enough. If you're struggling to see the results you want to see, dial up the attractiveness of your new patient. Special offers. Hey there. Wanted to briefly interrupt the episode to make a quick ask. If you're a POD listener, it would mean the world to us if you leave a review for the podcast, whether that's on itunes, or Spotify. It's something I hadn't really remembered or thought of asking for, but it does help us show up more frequently so that we can reach more people with the information that we're providing. So it mean the world to us. If you'd leave a review on itunes or Spotify if you're listening on audio. If you're watching on YouTube, make sure to hit the subscribe button so you're in the loop for future videos and you don't miss any of the content that we're putting out. Problem number three can come with offer framing issues. So we had a client. This is a screenshot from one of our clients in in Miami. I didn't blur anything out because they actually transitioned their business. They're just doing like primary care now. They make it a massive transition. But when they were just operating as a medical aesthetics business, one of the first offers we ran for them was disport. And the doctor wanted to run this at 599 as a classic disport package. And it included three areas, forehead 11s and crow's feet. At a 599 price point, her cost per lead on that was $37. When we change the promo to use the unit price of $4.50 per unit, the lead cost was cut almost by a third, down to $13. So we had triple the amount of of action, triple the number of butts and seats just from changing our offer framing from a package price of 599 to a unit price of 450. Now there are a lot of nuances to the strategy. For the sake of this video, I won't go into those. I do share those in our Facebook ads walkthrough on this channel. But all other things equal, we were seeing three times the number of patients and the average initial visit revenue differential was something like 100 or $120. Which again the offset difference in customer acquisition cost is way more than worth it here. So this is another place I see people maybe just miss an opportunity to test and improve is how are you framing your offers? So some things to test and think about unit price versus bundling price depending on the aggressiveness of your price point, your offer type and your market. Certain things work better at times than others. So test unit price versus a bundled price. Right? $9 a unit versus 20 units at 179. Test the difference there. Dollar amount off versus percentage off. There are certain services that work better when you use a dollar amount or certain services that work better when you use a percentage dollar amount off as the primary part of 300 off versus just the final price. Now only 199. Normally 250. Those are different things that you can test. All of these things can have a massive impact on how well your ad resonates. Also buy this, get that right? Like can you try buy 40, get 20 units combo offers Botox plus facial. This has been one of our favorite offers. Doing like a Botox and facial 20 unit combo at like a $275 price point. Really cool, can be really attractive and be really good for patient quality. So what I would say here is don't be afraid to be different and to test. You have a lot of different things that can impact results. And I think we all make it a habit to just run ads, set it and forget it, not realizing that small differences piled up on top of each other. A $5 difference in cost per lead, a 3% difference in close rate can equate to hundreds of thousands of dollars in revenue loss. So if you want to leave hundreds of thousands of dollars on the table the next 24 months by inefficiencies in your ads, by all means don't test and don't do some of this stuff. But if you do, this can make a massive improvement. Again, the data will speak for itself. Problem number four is creative. So you can have the same offer, the same promo. There can just be something about the visual, the color scheme, the photo, the provider photo, the stock photo, like whatever it is in your copy, your headlines, that can make a massive difference even though the offer and the offer details are the same. So this is one where I don't have an apples to apples. When I was trying to pull this perfectly, they had a 25 cent difference in the unit cost on the ad that I'm showing on the screen. But really the mass, the major creative variable here, when we tested it, and this is over and over again, what we see is creative alone can be a massive variable for better success. So in this example, we went from $32 per lead on a disport promo to $16 per lead. Cut it in half, literally cut it in half. And again we have multiple tests where I think we have this even at the $4 a unit. So that, that plays into this a little bit. But I would say the major difference here is creative. And I have multiple examples, bunch of examples, examples I could pull to illustrate just simple changes in Creative. Whether it's the positioning of the headline, the text used, the font styles, the sizing, the images, the stock photos, the color schemes, all of those things can make a really, really big difference. So don't be afraid to test creative even for the same offer, the same promo. An example of also like a copy. So when we talk about creative, copy is a part of this too, right? So I see people sometimes that they're just including information on the special or the promo. And if we're really trying to, especially for injectables, get people to choose us and think of this as their future med spa home. It's not just the offer that's going to create that, that feeling that we could actually be their med spa home. It's more so I think it's a mistake if your copy just says claim 100 off your filler appointment by filling out this quick form, right? We have the opportunity to do so much more. So you can keep the same headline if that if that's what you want to be kind of the main bullet, right? Claim $100 off your first filler appointment by filling out this quick form and then you can elaborate and try to build on those elements of know like and trust in your copy and creative. So in this example, we're telling a story. Hi, I'm blank. If you're looking for a med spa home, I'd love to meet you. My clients count on me for three things. Exceptional results, honest advice, and a relationship they can trust. I take education and expertise seriously and I believe your med spa experience should feel welcoming, personal and empowering. Never salesy or surface level if you're thinking. If you're looking for authentic recommendations, fair pricing, and a provider who genuinely cares about helping you look and feel your best, I'm here for you. Or rated five stars on Google. Here's a little bit more about me. I look forward to meeting you. Like those are the types of things that you can incorporate and elaborate within your ad copy to help tell a more compelling story as to why prospects should actually choose business to do business with you and not just choose the offer itself. So that's kind of copy and creative. Problem number six Follow up and Conversion so these leads from Meta did not wake up today actively searching for your service. Still, it's one of the most effective advertising strategies because the leads are so cheap. You cast such a wide net that even with a low conversion rate in terms of percentage of leads that book, it's still generally the most cost effective strategy we have for our clients. But you have to be diligent with your follow up. So one of the things I recommend is Automate until interested. I think that it can be an enormous time suck on your practice if you're calling and texting and emailing all of these leads knowing that 80% of them weren't really serious about booking an appointment in the first place. So if you can automate your follow up process until interested, then your staff, your team is only having conversations with prospect who have raised their hand or inquired about booking. So I recommend those automations and those touch points be very text heavy and if you can incorporate phone calls, that's a nice on the cake. But I know that can be logistically challenged. But really text heavy with your follow up is going to be important. This episode is brought to you by Med Spa Magic Marketing, my agency. We help Med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? It's a vague claim. So I have an offer for you. I offer this to any new prospects if you're interested in exploring any of them, another marketing option, a new agency, or just getting into Facebook, Instagram, Google Ads for the first time. I'd love to show you why we're different, what we're doing for clients. And we can do that via a one and a half hour planning session where I'll outline a specific marketing plan and I'll give you all of the blueprints that we would implement if we were to do business together. Now you can take that, use that on your own, hire someone else to help you execute it or work with us. We really don't hold anything back on that strategy call. And I think you'll have a lot of confidence in how you manage your marketing investment. More moving forward, understanding some of the nuances that can help you implement more effective marketing strategies for your business. So if you want to do that, you can go to medspamagicmarketing.com problem number seven, advertising the wrong services. Sometimes we're just trying to fit a square peg into a round hole. And when it comes to Meta, I see people all the time, they want to sell more Morpheus 8 they want to sell laser hair, they want to do facials. And these things can be challenging. To advertise effectively, cost effectively on a platform like Meta. With things like laser hair removal and tattoo removal, you don't have a good targeting mechanism. And the response rate, the people that are actually interested in that service that are seeing your ad at this point in time is very small. So you pay too much for leads. The leads don't generally convert at a high rate and the math can be challenging for those types of services. Micro needling, for example. And some of these services that like, just don't have like massive broad appeal, those can be challenging as well because it's generally a better strategy to build your injectable clients and sell them Morpheus 8 than to advertise more Morpheus 8 directly. It can be cost, not cost effective. The response rate is low. You have to discount heavily on that service for it to even be attractive. And if people don't have familiarity, the response rate is not high enough to make those things work. With things like facials, what you typically see is you can book, you can book your calendar, but those people don't upsell, cross sell or retain at a very high rate. There's not a perceived differential in outcome like you have with injectors. Your injectors work just like a hair salon. If I trust the person that does my hair, you're really hesitant to go to the person in the next chair in the same salon to do your hair. Same thing is true with injectors. With a Hydrafacial, people are more likely to hop around for a deal every single time. So if you're running promos on those services and you look at the actual revenue generated and lifetime value and retention, the math might not work. So advertising the wrong services can be a challenge. Body sculpting can work. Some weight loss programs. Facials, if you're going to be very aggressive with your discount, can work. Some other services that are high ticket, that have low cost of goods. And then the things that are really the rock star performers are your injectables, Botox filler dysport. We're seeing more success with Sculptra custom facial plus Botox. Really good strategy that can book your estheticians and your injector simultaneously. But sometimes we're just trying to fit a square peg into the round hole by advertising the wrong services. And it's not to say those services can't sell, it's just that the best way to sell them is maybe not through your meta ads. It might be to upsell and cross sell more of your injector clients. Problem number eight, improper expectations or analysis of the data. Do you know what good results look like? First of all, and I think most people don't. So I've got a screenshot here on the screen. For those of you that are listening on the podcast, I recommend going to check this out on YouTube as well because I've got these benchmarks published here. I'll try to include a link to the YouTube video in the podcast notes if you're listening on audio. But you kind of have a range here. So if you're running ads for any of these services and kind of figure out, hey, what do I, as a ballpark range, want to expect in terms of lead cost? Again, this is based on kind of the strategies we use. And assuming you've got a relatively attractive offer, if you're not hitting this target range, my hunch would be the offer is not very attractive. So when I say we expect a Botox lead to come in at between 10 and $20, if you're running Botox at $10 a unit as your promo, you might not see that result. If you're doing 20 units at 179, my expectation is you should if all the other stuff is in line. But this kind of shows, all in all, what do we expect in terms of a conversion rate, lead cost, and then even a rebooking and retention rate. So I think, again, so many people don't know what good results look like. We try to do our best to outline at least a reasonable expectation, and this is something you want to be able to try to even surpass. So I say for something like Botox and Dysport, I want my customer acquisition cost to be 150 or less. And that can go down even as low as 50 or $60 in certain cases. So you always want to be optimizing based on the things we talked about in the previous parts of this video. But sometimes it's just an improper analysis of expectation of what results look like. And then also ROI analysis. The amount of times I've talked to somebody about a Botox ad and they say, well, the math doesn't make sense. There's no ROI on your initial visit. There is not going to be good, substantial ROI on something like injectables. The goal of getting a new injectables client is retention and lifetime value. So that's why you have to track that. Because if you're getting Botox clients or dysport clients through the door only for a new patient promo, that's not where you're going to make your money. You're going to make your money on the 3rd, 4th, 5th visit and beyond. So if you're doing an analysis of ROI for injectables on the initial visit, you're just completely missing the the objective of building your client database and your client roster via advertising. That's not where you're going to see a profit. I always Say it's like the restaurant that puts a flyer in your mailbox for buy one, get one free entrees. They had to pay for design, pay for postage. Only a small fraction of people even use it. And then when they do, they give you half their food, half your food for free. Is that a cost effective strategy to generate ROI on the first time somebody visits your restaurant? Absolutely not. But if those people are retained and they come back for a second, third, fourth, fifth visit, that's creating the roi. Now this is very easy to measure when you talk about something like a coolsculpting package. Just had a video that I published on this. If for every thousand dollars you spend on coolsculpting ads, you sell a $5,000 package, that is a profitable campaign. And I see way too many people on like those package services that get a little antsy about the cost of customer acquisition and they stop advertising, not realizing that there still is an a significant return on investment happening. So if you're doing something that's an upfront package sale, like laser hair or body sculpting, you can measure ROI on the initial cost of customer acquisition versus the package sale. If it's for injectables or something that requires retention, don't analyze the results and the ROI based on initial visit. So again, two bad ways to measure ROI for some of these things. One would be initial visit revenue only, especially for injectables. Lifetime value can also be vague though, because if you don't understand the cash flow implications like how is this going to help me grow in a 3, 612 month time frame? You lose confidence too. So we have our ROI calculator as a free download. If you want the ROI calculator, please email me rickydspa magicmarketing.com that's Ricky with a YEDSPA magicmarketing.com I'll send you your free copy of our ROI calculator so you can project results and growth based on a certain ad spend and certain benchmarks. Okay, problem number nine. Our final problem here is lack of tracking. And if you have a lack of tracking, you're going to have a lack of confidence in results. If you don't know how many of your leads are closing, what they spend on the initial visit and how many of them are retained, you're not going to have confidence in your marketing investment. So you need systems in place. Worst case scenario, if this isn't a manual spreadsheet, at least you have the data. Now with our clients, we work to integrate their EMR into our version of Go high level, which is a marketing side CRM, so that that data is accessible and trackable in live time. But if you're doing this on your own, you can even do this in a spreadsheet. But you need to track these numbers. So at the end of the month, if you pull a list of your leads, how many converted, what did they spend on the initial visit and then from there every 90 days look back at how many of those people have been retained and are sticking around for additional services and you can to gain some confidence and some clarity in the data picture based on better tracking. And without that confidence, you're going to struggle to invest. And really your marketing, if it's working, should be an investment. This is these are dollars that should be making you money. If they're not and your marketing is an expense, you want to know because you shouldn't be doing it in the first place. So I hope that was helpful. Those are nine problems I typically see with where people struggle with meta ads, Facebook and Instagram ads. If you want help implementing any of this, you're looking for a new marketing partner, I'd love to chat. You can Visit our website Medspamagicmarketing.com and schedule a 90 minute strategy and consulting session with me. Thanks and we'll see you on the next one.