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Med Spa Success Strategies
9 Ways Med Spas Can Go Beyond Digital Marketing to Achieve Omnipresence (2025 Series: Part 7)
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Ricky Shockley
Hey, practice owners, it's 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 improve profitability and have greater impact for their teams and their patients. In today's episode, we're continuing our 2025 marketing series with Omnipresence. For those of you that are already maxing out your investment online, some of the most cost effective advertising strategies, the next question is, what do we do next? Where do we spend our ad dollars to grow, scale our business and see new clients through the door on a consistent basis? So we're going to talk about in today's episode. Hey, MIT owners. So some of you are being very aggressive with your online advertising. You feel like you're maxing out your budgets on Facebook, Instagram, Google. You're spending money on SEO and the question that you're asking is, what's next? What else can I do to grow my business? What other level levers can I pull to increase client acquisition via other means? Because the reality is with online advertising, you do hit a little bit of a wall. There's only so much inventory there. There's only so many people using Facebook and Instagram ads and performing active searches on Google for your services every day. Now, most med spas, they're, they're just trying to get to the point where they're really maximizing spend on those platforms. And again, being more aggressive with your spend is going to help you generate better profitability and grow faster. I know that's counterintuitive for some of you that have a mindset that your marketing is an expense and not an investment. But that's really not the case if these things are. So if you haven't watched the previous parts of the series, please go back and watch the other videos in this playlist. We talk about all of our strategies on Facebook, Instagram, Google Ads, SEO. I think we dispel a lot of myths. We give you specific tactics, offer frameworks, expected results. We show all of the strategies that we're using to generate results for our clients. But once you have reached to the point where you're, you're spending, I don't know, 30, 40, $25,000 a month for as a single location on Meta Ads and Google Ads and SEO, you do reach a point where you need to think about what's next. And today we're going to talk about how to achieve omnipresence and where to go next with your marketing and advertising dollars to generate new patient acquisition. So we're going to talk a lot about offline options here too. And some of these can be maybe higher on the priority list if they are sensitive topics. So if you're doing things that are like men's health related, hormone therapy, sexual health, then there's even more of a case to go to some of these strategies earlier because you don't have some of the restrictions that you have in a social media environment or in a Google Ads environment. But same thing that we talked about with our earlier strategies with online marketing, you do want to develop systems to track your customer acquisition cost and retention numbers so that you can ensure that these are still good investments. So let's go kind of in order here. First thing that I recommend is if you're trying to achieve omnipresence, you're trying to figure out what's next in terms of advertising and marketing options is influencer marketing. So if you're not being proactive about engaging local celebrities or local influencers really strongly consider that as a next step if you're not already doing that. So this might include for lower level influencers just providing free service in exchange for some sort of a cadence of shout outs or mentions. This could be payment plus service for people with a little bit more of an established following who are actually referring business. This might mean commission and referral fees, but I would set up systems to track what that looks like. Simplified version, if you're working with five or 10 people, set up a Google spreadsheet and have some sort of a system like a referral code to track where people come from. Maybe give a discount or some sort of a freebie to the people that they refer so that you can track that. Like hey, if it's Sarah Smith who's sending the referrals as an influencer, then maybe they're supposed to mention Sarah Smith when they book their appointment and they get a free add on of some sort that allows you to implement some sort of trackability to understand how much business that influencer is actually generating. Because most people will want to pass credit to the influencer if that's how they found you. So as long as you're asking, you probably get that data. So just make sure you have a system for tracking that. That might be one of the first places I would explore would be influencer marketing. And that could be everything from your local TV celebrities to radio personalities, to people that just are like a singer that maybe has like A little bit of a following on social media. But the thing that you want to keep in mind here is you want their influence or their sphere of influence to be local. So if they have 20,000 followers on Instagram, but they're doing that for music, and those people are scattered around the country, they don't necessarily have local influence. I would rather work with the president of the local chamber of commerce, who knows a lot of people in my town, than a singer who has 50,000 people following them on TikTok. But almost none of them are local or really going to be doing business with you. So make sure you pay attention to the engagement rate. If they have a certain follower count, look at how engaged their followers are and get some information as to what those followers are actually following that influencer for. And ideally, those people are local because if they're not, they're not going to have much of a benefit to your business. So that might lend itself to people with smaller followings that are more hyper, hyper localized than people that have a big social media following that's scattered throughout the country. So keep in mind, you really want local influencers, people that have a following and sway in your local market. Most of all, number two would be owned media. Creating podcasts, creating a YouTube show, a local print publication, newsletters. You can get really creative. So Joe Polizi, he was the founder of Content, the Content Marketing Institute. He wrote some books that I really loved called Epic Content Marketing and Content Inc. And it was about thinking of your media properties as really a separate entity that could stand alone from your business to develop an engaged audience. So for you, you want this to be ideally a local audience. Seth Godin gives a really good example in one of his books about a local realtor becoming the town media resource on the local sports team. I see this right now. In my town, there's a newsletter. My dad sen me all the time. It's like Mount Juliet, which is our town in Nashville. Here, Mount Juliet Buzz. And it's all this cool stuff about, like, upcoming events, things to do with kids, new restaurants, businesses that are opening and closing. It probably takes a lot of work to put that together. But he's got a pretty engaged following. People want that information. And now since he's got a following, he can leverage that following to insert ads and promos for his real estate service and his business. You could be doing the same thing. So think about how you could create some sort of local media property, whether it's a newsletter, some sort of fun aggregate coupon book, maybe you partner with, you know, 20 or other, 20 or 30 other businesses and every year you're responsible for putting together a town coupon book and it's like the beauty and spa coupon book for your town and you distribute that. There are all sorts of creative ways to create owned media that can help you reach and engage with local clients and local prospects. So really recommend doing that. Even if it's a podcast in YouTube, you can do local versions of that that might not be directly related to your service offering. You could also do them directly related to your service offering, knowing that you might build a following that's not actually local. But you can use that in so many other ways. If you have a podcast and YouTube show that can be embedded on your service pages, shared with your existing clients, it leads to more trust, better retention. So owned media is a really great investment that can get super complicated, super expensive and be a whole other endeavor of its own. But I recommend taking that really seriously because that can be an amazing source of additional revenue. It also can be a source of advertising revenue. So I've accidentally on this podcast that is not my, my goal of this podcast is not to sell ads, but I've had, I've sold ads on this podcast as a result of people reaching out, asking if they can advertise so you can actually monetize it directly too. So owned media, lots of different places to go. If you want some ideas on this, I really recommend Epic Content Marketing by Joe Polizi or the book Content Inc. By Joe Polizi. Idea number three, Every door direct mail. Every door direct mail, I think absolutely still has its place. You want these things to stand out. If you're going to send an every door direct mail piece, I would say two things that matter most are the design and the size. So the old marketing acronym ada. Attention, interest, desire, action. Just like we talk about in a social media ads environment, you want your direct mail to stand out. If you're paying for one page in a 50 page book that's going to have a very low rate of attention versus having an interesting size or shape or colored postcard that's a little bit different than everything else in the mailbox. Maybe it's bigger than everything else in the mailbox and it's sort of hard to miss. I think checkbox number one, attention. You want to make sure that this thing is hard to miss if you're going to do it. And then the second thing is make sure the offer is very attractive and enticing. One of the mistakes you can make with every door direct mail is you send out a direct mail piece and you don't get a response and you blame the medium. You think every door direct mail doesn't work if you in reality might be your offer that wasn't attractive. As you dial up the attractiveness of your offer, you lower your customer acquisition cost, you increase your response rate. So keep in mind if you're going to do this, I would say you want to recalibrate in the direction of having to be less aggressive. I would go with what you're most comfortable with in terms of your most aggressive, most exciting offer. And test this first. So you can test this to your text list. You can test this in a Facebook and Instagram ads environment. If you have an offer that you know does well to your text list and on your Facebook and Instagram ads, that's probably the same offer you want to use in your direct mail. Don't, don't ideate with direct mail because you need proof of concept and you don't want to spend all this money designing, printing and sending postcards to get no response. Have proof of concept via a medium that's less commit committed like Facebook and Instagram or your text list first. But every door direct mail can be a really effective strategy to generate business. I still love this. I remember 12, 13 years ago, one of my first jobs in marketing working for local businesses, literally packaging up every door, direct mail and trash bags in Wellington, Florida. So I have cool fond memories of that. We haven't done a lot of this as of late, but I think it's a really good use of your marketing and ad dollars as you look to expand beyond digital. 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 a new 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 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 next thing radio and TV. I would actually go radio first here because radio you can kind of hone into a specific local market like you know, like the local country station, the local R and B station, the local talk news station have different markets and depending on the service and your clientele, you can probably hone in to a pretty tailored and calibrated market more effectively. And you also have much less production cost. Costs you literally nothing to produce a radio ad if you do it yourself. I do recommend working with marketing experts. I just got done reading this book, Cash Advertising by Forget the guy's name Drew Eric Whitman. It's a direct response marketing book based in psychology. I've been referencing a lot with our team lately. So many cool tidbits and takeaways here though. And I think again offer framing the way your marketing message is created. The context and the content matter more than the medium. So really think strategically about your radio advertisements. And I'd probably do radio first because of the low production value or low production cost. Really good ways to track that. You can create a standalone landing page. So if you want people from the local radio station going over to sign up for hormone therapy consultants, you can have, you know my website.com 979 if 979 is the radio station and they go to a specific landing page to claim that offer so you can track those results. I really like that strategy too. You can also do that with promo codes, but radio would be a good place to branch out in my opinion. You can also negotiate those rates. I'm pretty sure most places are willing to do some negotiation on rates. Next thing would be print. Great tidbits in this book. This book is just so top of mind for me because I just got done reading it. But keep in mind that a quarter page ad buried in the smack dab middle of this magazine is far less effective than actually paying for the entire back cover. So don't be afraid to go after the most aggressive placement in targeted print ads. Same thing I talked about with the other mediums here, the offer matters a ton. Don't assume that print doesn't work. Print's not working for you. It could be a placement issue it could be a medium issue, it could be that that magazine just doesn't have much of a readership, or it could be offer attractiveness. So go in with your best foot forward in terms of an attractive offer. That's going to get people really excited about scheduling that first appointment with you. But print can be a great place to diversify your advertising dollars. TikTok ads pretty low on my list here. I've got it pegging in at number six. And the reason being we've tested this, the targeting criteria are very bad. So as of filming this video in spring of 2025, we tested this out again last month. So early 2025 here as I'm filming this. And the targeting mechanism is terrible. So you have to target like the entire media region. So if I'm in Phoenix, I can't just target people that are like within seven miles of my office here in Phoenix. I'm targeting like the people that are in the media borders of like the Phoenix media market. So people that live like two hours away. Like I'm in Nashville, you have like Cookeville and Crossville, these places where nobody's driving to a med spa that's in Nashville from Cookeville or Crossville. But those places might be in the media market for Nashville. So this is one of the reasons we've really not been fans to this point of TikTok ads now. Organic social, yes, I think be active on social media, of course, post organic content there for your existing followers and to reach new people. But specifically as an ad platform, it's just not there yet for local businesses. Now I think that day comes as long as TikTok doesn't get banned. That's. That's probably around the corner where this moves high up the list. That is probably a mainstay in our service offering. But as of now, lead quality tends to be bad and the targeting mechanism is quite disastrous for local businesses. So that's why I have this low on the list now. It can, though still help you reach a large number of people that at least are in the general vicinity of your market for a relatively low cost. So I would still put it on the radar as a place to achieve omnipresence. Just know your results in terms of customer acquisition are not going to be nearly as good as they are on Google, Facebook and Instagram in our experience. Number seven billboards. You see this all the time for like plastic surgery and hair loss. If there's something that can be demonstrated quickly in a simple visual, like a hair transplant before and after I think that's a great candidate for billboard advertising. You do have a lot of people passing the billboard. Again, use judgment. If you're going to buy a billboard, I want the one that everybody notices. The one that as you're coming around the turn of the highway, it's right on the front, so you're almost not even looking sideways. It's just straight in front of your face. So be strategic about placement if you're going to do something like this and it works better for other certain services. And then again, offer matters most. I saw a terrible billboard ad. My wife pointed it out. She's like, that's a really bad ad because it shows a before and after. So I know what it's for, but there's no reason for me to be excited about calling that place to actually schedule a consult. So an exciting offer, a clear call to action, is always going to make all of this more effective. And then also understand that some of this is immeasurable with something like billboards. So you're doing this, in a sense, to just warm people up. If I go to Google and I search hair transplant, if I recognize the brand that I've seen on the billboards, probably I'm lending a little bit more credibility to that brand because I'm familiar with it and I've seen it. So understand this is something that also will supplement other stuff that you're doing in terms of visibility. Hey there. Wanted to briefly interrupt the episode to make a quick ask. If you're a podcast 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. Next on our list would be sponsorships, local meetups that align with your target demo. Like if there's a mom's running club or like a local like Box Gym that's like full of your target clientele. How can you be involved there with sponsorships and events? I think that's a really good place to look. Local teams, youth sports, anything that you can do where there's an opportunity to spend money to get your name, your brand and your business in front of your target prospects to engage those people and develop relationships and awareness. Another good place to diversify in terms of ad dollars, guerrilla marketing or other types of investments. So at my gym you go into the bathroom. There are ads inside the bathroom at my gym. So if I'm doing Men's health, I want I'm going to put ads in the front of the urinals, at the restaurants and at the gyms in my area. You can do this on menus. Some restaurants sell advertising space on their menus. Your local sports bars and things like that. On a golf scorecard on golf this is a funny AI picture. I specifically chose this because of how bad the AI generated image was that it was kind of funny. AI is really cool. The image looks great. The contents of the image from my prompt make absolutely no sense. But scorecard advertising, you can literally put ads on scorecards at golf courses. If you're targeting a male audience, might be a really good place to spend ad dollars. So get creative with just thinking about I would say if you're trying to figure out where to go beyond digital, put three hours on the calendar with your marketing team or your internal team and brainstorm all of the places that you could spend money to engage with and get in front of your ideal prospects at a cost effective rate and start experimenting, start exploring and try to develop tracking mechanisms. So I hope that was helpful for those of you that are really maxing out on digital. Those are the next places that I would generally recommend going with your marketing investment. If you need help with implementation of your digital marketing for your practice, you can visit us online@medspamagicmarketing.com and Schedule A free consulting hour with me. We'll talk about all the strategies that we use specifically applied to your business in detail and see if we're fit to potentially help you with some of your marketing. But I hope that was helpful as you look forward to achieving omnipresence in 2025 and beyond. It.