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Foreign. Ricky Shockley with Med Spa Magic Marketing and this is part four of our 2026 marketing series where we show you all of the strategies and tactics that we're using right now to get results for our clients. We're not holding anything back here, so make sure you watch the first three videos. We dive into consumer psychology, how to win in a competitive landscape, discounting and pricing, strategy considerations, how to measure and track roi, how to prioritize budget. Those are really, really, really important things that you know, if you don't watch those, I think you're going to be missing some of the most important context to the rest of this series. So part three was our Facebook ads walkthrough. We literally showed our top performing meta ad strategies, all the details around the offer framing, offer selection, price points, creative copy, and everything in between. But today we're going to be talking about the bad leads problem with Facebook ads and, and lead nurture in general. So specifically with Facebook ads, you're going to see like 80% or more, maybe 90% of your leads, especially when you use a lead form, which is what we coached on in the previous video, which is the lowest friction version of lead capture. 90% of those people are not going to convert. And that's okay as long as the 10% that do convert. The math makes sense. And that's what we typically see with Facebook ads. But even on a Google Ad, this successful conversion rates 25 to 33% typically. So the vast majority of our leads do not convert. So the thing that people usually take away from that is the leads aren't good. And that's not the reality. The reality is that there's a different sensitivity on each phase of the buying cycle. There are a lot more people that will fill out your lead form than those that will actually make the decision to book and pay for service. So how do we increase the chances that more of our leads are booking and paying and showing up for services? We're going to talk about that here today. But, but some other realities. You don't want your staff chasing down leads that weren't serious, right? If somebody filled out a form, especially on Facebook and Instagram, and they had no real intention of ever booking, they were just fishing for information or browsing. I don't want my staff day after day after day wasting time and energy. Time is money and we're wasting money by chasing down non qualified leads or non serious leads. The caveat though is you still need aggressive and consistent follow up or you're going to be leaving Money on the table because. Because you have a subpar close rate. So let's go into this little slide, which I really like here. This is from a guy I saw present in an agency group that we're in. His name is Jason Hennessey. He's one of the owners and I think founders of one of the biggest SEO agencies called Hennessy Digital in the United States. And he made this really great post on his personal Facebook page a couple of months back that really stuck with me because this is what we talk about with our clients as well. And it's always nice to have somebody else saying what we believe to add validity. So I'm going to read this. This is from Jason. I'm fully committed to AI. I chopped this up, by the way. Caveat here. There's dot, dot, dots if you're seeing the visual because it was a longer post. So I just cut some of the fluff out to keep the core point still intact. I'm fully committed to AI. My team and I spend most of our time discussing how AI and automation can drive efficiency while improving performance for our clients. I could go on and on about the tests and experience we are running with AI at Hennessey Digital. That said, I believe the defining word of 2026 will be authenticity. We're already seeing law firms, he specializes in law firm marketing. Consider moving their entire intake process from humans to AI agents, which I think is a terrible idea. We will also see more firms using AI generated videos of themselves on their websites and social channels. It works, but does it feel real? In a world powered by AI, being your true authentic self becomes a competitive advantage. I believe this is true with leads management. As he, as he outlined, we want to automate the parts that make sense to automate. But when we have a hot prospect ready to have a conversation with someone at our practice that knows what they're talking about, that can represent our business the way that we want to represent it. I think that if you can avoid it, it's a mistake to outsource that activity. Now if you feel really confident that there's no drop off and the people that are doing your leads management represent as well as your front office staff could, or someone that's actually in the office, great, you've cracked the code. Keep doing it. But I think there's something to be desired when people feel like they're talking to a salesperson or a middleman and not someone that actually works in your business as a brick and mortar med spa. The personal connection you develop with Your clients starts at the lead phase. Danielle from Deluxe Aesthetics in Fort Lauderdale, when we had her on the podcast, talked about this, she said if you're not developing a relationship at the lead phase, you're missing an opportunity. The relationship and patient experience starts before they even get in the chair. So we're going to talk about what to automate and what I recommend keeping manual. So how do we have some form of automation so that we're not chasing around the non serious leads and that we can automate the first part of our workflow when there's not a two way conversation happening? Right, right now we're basically still advertising to these people because they have not actually done what we want them to do. They haven't asked a question, they haven't inquired about booking an appointment, they haven't scheduled, they just filled out a lead form. So we're sort of still trying to just figure out, figure out what they're up to and if they're actually serious about doing business with us. And since that is a one way communication street, we can automate that part of the process because there is no wrench being thrown into the system yet in terms of a response to change what we have to do. And so this really matters because if I know a new lead that comes in, the best way to nurture that lead is to send them an email, text them, leave them a voicemail and then to do all three of those things again the next day and to do that again 48 hours after that, then I can automate a good chunk of that process. So you can still add manual touch points if you feel like it's worth it. And I will add the businesses that I've seen that have the highest close rates, they are very proactive about manually following up with the leads or at least manually responding to the leads that inquire at the very least. But this part of the automation I think is a good balance here, which is we're going to pre build the text messages, voicemail recordings and emails that we would send to a non responsive prospect. So, so I'll show you a little bit what that looks like in a second. But consistent, diligent and follow, timely follow up definitely do matter. And our general cadence here is we're going to do this about 10 different touch points at least in the first three weeks. And we're primarily going to lean on text message. That's the thing we're going to rely on. I want to talk about the need for speed when you do need to jump in and reply to a prospect. So when they break the chain here, they throw a wrench in the system and we actually have to correspond. According to velocify, lead conversions are 391% higher. If you call within a minute of an online inquiry, waiting an additional minute drops to 120%. And if you wait an hour, it drops to 36%. I think this is very true with incoming leads, especially people that have actually responded to a workflow. So someone needs to own this process of leads management, right? Your front desk can absolutely own this process in most of your businesses. As long as they're trained and they're diligent and timely. They've got a system up where they're able to correspond with incoming leads in a timely manner. This should be something that either is on their desk or someone else in the business that can wear that hat. Hey, practice owners. Ricky here. And if you're tired of seeing your marketing as an expense, it's time to see it as the investment it should be. At MedSpa Magic Marketing, we specialize in driving predictable massive growth for Medspas. We helped one client generate over 2,500 new clients directly, directly attributed from ads in less than 18 months. And these aren't outliers. This is our expectation. We're HIPAA certified by Compliancy Group, rated a perfect five stars on Google, and we provide true consulting and strategic direction to our clients, not just button pushing. If your Med Spa is able to consistently invest in marketing and advertising and you want a transformative look at the exact frameworks, ads, offers and strategies that we use for our clients, schedule your complimentary strategy session with me at MED Spa Magic Marketing.com that's MedSpa Magic Marketing.com here's why lead conversion rate is so important. Let's say you spend $1,000 on ads and your lead cost is $20 and you convert 10% of your leads using Facebook as an example here. With that, you're seeing five new patients per thousand dollars in ad spend, which is a $200 customer acquisition cost. If you can take your all other numbers are the same, your lead cost stays the same, your investment stays the same. You simply can just bump your lead conversion rate from 10 to 20%. You double the amount of patients that you're seeing. And now for that same thousand dollars in ad spend, you have a customer acquisition cost of $100 and you're seeing twice as many patients. Right? Obvious here, but just to illustrate the example of why this is so important and conversion rate mattering so much. The difference between a thousand new patients versus 500 new patients over the course of the year in our rough estimate is $25,000 in monthly revenue growth that you're leaving on the table. So fast forward that out a year. If you were to spend that money, $100,000 over the course of a year on advertising, and one version gets you a thousand new patients, the other gets you 500, the monthly revenue of the practice is off by $25,000 because of that inefficiency. So I'm not saying 20% is a realistic goal. It's not. That's on the high end. But let's say that's the 7 to 15% difference. That's probably a good a better example. Just just to illustrate why that's so important. All right, so here are my tips for success for how to do this. One is lean on sms. I'm going to get to the tool that we use to do this too, but you can do this with anything. So I'm trying to keep this broadly applicable. If you have some other marketing tool that manages leads, Podium, slicktext, HubSpot, infusionsoft, high level, which is what we use, any of those tools can do this. But here are my fundamental principles that apply regardless of the tool. Lean primarily on sms. Most of the leads are going to correspond via sms. People are not typically answering the phone at a super high rate unless you call them really, really fast. And emails mostly get ignored, to be honest. So we supplement with those types of things, text messages where the communication and the correspondence primarily going to happen. So lean on that heavily. Tip number two, personalize. I don't want the if somebody on the back end at my team, on my team is actually going to manage the conversation when somebody repl then I don't think it's inauthentic to send these on behalf of the person that is going to be corresponding with the client. So in this example. Hey Kayla, it's Mel from Blah blah blah medspa. Wanted to follow up again and see if you had any questions on the services offered in our virtual coupon book. Right. Personalized casual conversational text messages that are from a specific person to a specific person are going to get the best result. If they feel like an automated send, the response rate drops dramatically. Tip number three, use this as an opportunity to continue the sales pitch. Get them excited about doing business with you. We don't want to just ask for the business. We want to get them over the hump so that they See us, we have to win that validation phase. If you've watched video one and two, we talk about the validation phase. A lot of people fill out a lead form and then they go to the drawing board doing research to figure out which one of these places seems like the best option. And if we want to nudge ourselves further in the right direction of looking like the obvious best option, we need to continue the sales pitch. So, so sharing a link to connect with us on Instagram, sharing a link to read our Google reviews if they're good, a link to some before and afters. And like our treatment philosophy, meeting the provider, those kind of things can add the bells and whistles that push those leads over the fence and get them to actually book and schedule and to see you as the obvious choice. Tip number four. Remember, this is now a sales game and the goal of a sales game is to get a yes or a no. We don't want to be discouraged by people telling us, you know, no, I'm not interested, leave me alone, stop. That's kind of the goal. We want to get people to tell us if they're not interested anymore so we stop bothering them. And the goal is that leads aren't lingering, that we're getting as many people possible as as possible to either a yes or a no. So question based prompts are another really good thing. We can ask a question to try to elicit a response rather than just making a statement or directing them to online booking. So if we can start a conversation via a question, it's going to give us a better opportunity to nurture that prospect over the finish line. The next thing is after we go through this workflow and we have somebody booked, we need to be pretty strategic with the show up sequence. So here's a little pro tip that we found that is problematic in most of your EMRs. I see this message as a default in so many of the EMRs. And it basically says, hey, we're so excited to see you. To confirm your appointment, press C. To cancel, press X or something like that. And what you're prompting them to do is to remake the purchase decision from scratch. And you're presenting clearly the opportunity, opportunity to bail, as if it's a 5050 proposition. I think that's crazy. These people have already made the decision to book and schedule an appointment. We just want to excitedly confirm the appointment, not go back and give them and force them to remake the decision as to whether or not this is something they really want to do. It seems maybe counterintuitive if they really wanted to do it, they're going to do it anyways. But it's not true. The smallest points of friction will cause people to go back to the other side of the fence and not show up for the appointment. We want to make this as seamless as possible and we want the default assumption to be that the appointment after it's scheduled is confirmed. So we're going to say appointment is confirmed. We're excited to meet you. Not do you want to confirm your appointment. If you say do you want to confirm the appointment? What you've changed the default to is that if I don't say anything, the assumption is the appointment's off. If I say your appointment is confirmed, the default assumption, that is if you don't say anything, your appointment is on. And that's a really, really important adjustment to framing. So don't prompt the people to bail with those automated messages and then also try to be pretty consistent and diligent with the follow up up to the appointment. Right? Two days before, a day before morning of be sending those reminders, getting them excited for the appointment they're about to show up for. Here are some examples on the long term Cold Nurture so after those leads go through that first three weeks, these people are still on our list so that we can remarket in the future to them, right? Text message blasts, email newsletters, monthly specials. They're still going to be on in our database until they opt out to receive future announcements. So if they didn't bite on this first thing they might down the line. So let's be intentional about nurturing them and continuing to drip those know like and trust deposits and additional promotions. 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'd 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. Tip number seven this is a new this year I talked about correlation principles in our I think it was video Two of the series and how important. They're like three or four correlation principles that are really important to kind of lock into your mind so that you can understand how to strategize properly. And here's another one to remember. Anytime friction increases, customer acquisition cost goes up. Meaning your close rate, your response rate goes down. Right? So it's more expensive to close clients when you add friction, simply put. So, for example, a lead form versus a landing page lead form is lower friction. So usually we see customer acquisition costs go down. Now, a landing page will pre screen clients better, so the percentage of closed clients from a landing page will be higher. But the absolute volume is still better in our experience from the lead form because there's more leads. Even if a smaller relative percentage convert, we still have a larger number in terms of absolute volume at the end of the funnel. Texting versus forcing a call. Another important one, if you just lean into the fact that people are corresponding via text and you don't try to get them on the phone, you're going to have a better response rate because you're introducing less friction. If you have availability after hours or on Saturdays, you're reducing friction. You're going to lower customer acquisition cost. If you only have a 9 to 5 office schedule with a lunch break, that's an introducing a point of friction for some people. And your response rate goes down, customer acquisition cost goes up. The last one I wanted to talk about specifically to lead nurture is credit card capture. So this is a hot topic. Do we require credit card for booking? And this is a decision that can ebb and flow as your business needs change. Because every business is a little bit different in terms of what they're willing to accept in terms of a trade off. For example, if you have a provider that's coming in specifically because they have scheduled appointments, you probably need a credit card capture because you can't afford to have no shows when you're paying the provider to be there. You're losing money on that. So I will accept a higher customer acquisition cost to reduce the risk of no shows. In that case, if I want to optimize for absolute volume again, I'm going to remove the credit card requirement because it's introducing a point of friction, which means it's going to make my customer acquisition cost go up via a lower response rate, lower close rate. So understand that with credit card capture. And the same goes for a deposit, a booking deposit is more of a point of friction than just the credit card on file. Credit card on file is More of a point of friction than not requiring credit card on file. So understand that you make that trade off. There's always a counter to that. Right? So if we want largest absolute volume, I might accept 50% no show rate knowing that the 50% of people that do show still gives me the largest absolute volume, if that makes sense. And my business can handle that in the schedule. If there are scheduling concerns and we just don't want to deal with that frustration, we can introduce this step, but know that it diminishes results a little bit in terms of customer acquisition cost. So the last thing here is you got to track results. If you're doing leads management properly, you should understand all of the details, numbers and the dynamics that we explained in Video two, which is how many, how much do I pay for a lead? How many leads turn into booked appointments and show up for service service. How much do those people spend on the first visit and how many of them do we retain post first visit? Those are the most important metrics to measure. We do this in the High Level dashboard. We actually automate this for our clients. So we hired a developer. So we have a full time developer now that helps us integrate the High Level with the High Level account, which is our leads management tool that we use we with your emr. So this data kind of shares in live time. But at the very least you could do this with a spreadsheet. You could literally get all the leads that come in from Facebook or Google Ads or with a website on a spreadsheet and you can keep documented records of the status of the leads manually. So it's possible even if you're doing it manually, this just makes it a little bit easier. But it's very important to track results so that you have a pulse on what's happening and that you can prove your marketing is doing what you want in terms of producing an ROI and, and not working as an expense. So last slide here again I mentioned we use High Level. So there's I just screenshotted last year, this is old screenshot of the website for High Level. That's the tool we use. If you wanted to explore that on your own. We include the free sub account as part of our agency retainer. So our clients that work with us, we plug them right into this tool. We build it all out for them, we help them, we help them with everything except for the leads conversations, we help the automation workflows, we build the opportunities pipeline. But again, even if you track this in a spreadsheet, it's important to track and it's very doable. We did that for a long time before we started using high level a few years ago. So you don't need this. But it's a nice thing to have. So, again, I hope that was helpful today. The lead nurture process, how we help our clients with that kind of where we draw the line between what makes sense to automate, what makes sense to still have as a manual part of the process that ties into customer service. Thanks, and we'll see you on the next one. Sam.