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Med Spa Success Strategies
Marketing Automation for Med Spas: Turn More Leads into Paying Clients! (2025 Series: Part 3)
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- [00:02]
A
Hey, everyone, and welcome back to the latest edition of Med Spa Success Strategies. This is episode three of our 2025 marketing and planning series. And today we're talking about marketing automation. So Lauren and I are going to do a deep dive on how to automate your lead nurture so that when somebody inquires about service, somebody inquiring, let's say, from a Facebook and Instagram ad or any other source comes through, how do you maximize the chances that that person actually books an appointment and shows up for service? But how do you do that without putting an enormous strain on your team's time? We do that through marketing automation. We're going to show you the tools, tactics and best practices we use to maximize booking results for our clients. Hey, everyone. Ricky Shockley. I'm joined by Lauren Nettles, our lead digital marketing specialist. And today we're continuing our 2025 marketing and growth series with marketing automation. So in the last video we talked about really understanding ROI measurement. I think it's something that so many people overlook that they know that they're getting patients through the door, but they don't understand the numbers related to retention and how it actually tracks long term in terms of roi. Critically important. If you haven't watched that last video or listened to that last episode, please go back and do that. And then today we're going to talk about our best practices for nurturing a lead. What do we mean by nurturing a lead? It means the contacts that we have with the lead in an attempt to get them to schedule their appointment after they fill out a form or inquire about service. So let's go over a few things here to intro this concept. So the first thing is when you're running online advertising campaigns, I'm thinking specifically most at the top of the list here, Facebook and Instagram. When we run ads on Facebook and Instagram, one of the things that we hear is the leads are bad. And that comes from a perception of the numbers. The leads are very cheap. Most of them will not convert. But the numbers look great, great, generally from an effective Facebook ads campaign, Instagram ads campaign. When you just look at the 15 or 20% or 10% even that do convert. With that said, we know that on those platforms, 80% of our leads are not going to convert. Again, the leads are cheap. So we're not going to get caught up on that because the 20%, 15, 10% that remain are very lucrative and it's still a very low customer acquisition cost in general. But knowing that we don't want our staff chasing around those bad leads that weren't serious about converting. It's a giant waste of time and energy. So we've worked with practices who they're really good about staying on top of the leads, but it's just an enormous drain on their staff to have to manually make these touch points with people who filled out a form and then haven't responded to any other form of communication. Right, they're ignoring your texts, they're not answering their phone, they're not emailing you back. So how do we automate some of this process, knowing that we still need to aggressively and consistently follow up with those leads or we're going to be leaving money on the table? To illustrate the point, let's say for every thousand dollars you spend on ads, your cost per lead is $20 and you convert 10% of those into paid booked appointments. That gives you five new patients for every thousand dollars, a $200 cost of customer acquisition. If we can take that booking conversion rate from 10% of leads to 20% of leads. Just as an example, with better follow up via marketing automation, we now double our close rate. We're seeing 10 new patients for every thousand dollars. If you're spending $100,000 a year on advertising, that could be the difference between 500 additional patients over the course of a year. We're talking tens of thousands of dollars in monthly revenue each month and just getting more substantial. So this is critically important. If you're not doing this, I think you're really leaving money on the table with your marketing and advertising initiatives. Okay, so here's the solution. We need to be consistent and diligent and timely with our follow up, but we need to leverage marketing automation. You hear all this stuff about AI. This is a version of AI, we can call it, that's been around for a little while, which is just some form of automation. So we know that we want to follow up with these leads immediately when they come in. Especially let's go back to the Facebook and Instagram ads example, those leads. But even Google leads, they're probably considering alternatives. There's a med spa down the street that's running a promo or has really good reviews that they might also have a nice shiny Instagram page with really fun, energetic providers. And when somebody fills out that form, that's when they're in the buying moment. We don't want to miss their opportunity to get them to convert and take the next step. So we want to follow up with those people immediately. And then we really want to automate. Just to kind of ballpark this, I think I would say, Lauren, 10 times in the first three weeks. We're talking 21 days. So that's a touch point. Every other day for the first three weeks. Weeks. Does that sound about right, Lauren, do you agree with that? It's just a general benchmark. I think you risk, you risk annoying the prospects if you're more aggressive than that. And by scaling it back less, you're not giving yourself enough, enough opportunities to find the person at the right time, right there at the right time of day. When they're looking at their phone, they're not busy, they're not overwhelmed and they're thinking about maybe moving forward and then making sure you have two way text messaging as part of this automation sequence. So don't worry if this is all overwhelming and confusing. We're going to get into the tactics of this as well. So there are a lot of tools that you can use to do this, but I would strongly encourage you to pursue using one of these tools. High level is the software that we use really effective, really efficient, does everything you need it to do. In terms of the marketing automation build out, you also have tools like HubSpot and many more that offer these types of features. Podium, which was a podcast sponsor, they've got a lot of these features built in. But you're going to want something like that in place because most of the time your EMR does not include, include this technology. And there is a massive need for speed. According to Velocify, they did a survey, they, they estimated that conversions and I don't know what industry this was tested in so don't take this as a the end all be all stat but 391 higher if you call within a minute of an online inquiry. If you wait an additional minute it drops to 120 or it drops off 120. If you wait an hour it drops to as low as 36%. All that to illustrate there's definitely a time delay between first contact and lead coming in that will lead to attrition and drop off and hurt your conversion rate. So with marketing automation we're going to ensure a very fast, timely initial touch point and series of touch points. So you're looking at one of those tools if you don't already have one. What they're going to allow you to do is build the framework. So you're going to build what we call a drip sequence. That's when a lead comes in. It's automatically programming these touch points on A timeline. So with that said, we're going to go into our tips for success as you build this out. So, Lauren, take over. Let's go for tip for success number one here.
- [06:44]
B
Awesome. All right, so the first one to jump into is going to be leveraging using text messages. So leaning on sms. The main reason we see that to work is, number one, if you're going to sit around trying to phone call leads, you're going to play phone tag almost all day long. There's almost never a perfect time for you to get them on the phone or for them to get you back on the phone. The longer we sit in each other's voicemail mailboxes, like that survey Ricky just talked about, it's going to drop that actual booking or scheduling from that patient. So we really want to be using text message. People have learned to kind of tune out emails. No one's accustomed to really reading their emails. It's so spammed with promotions and a bunch of other things. I mean, me personally, I have a personal email that I put in for all the promotion stuff and then my work email that I know if I need to read something, I'm going to put that email because I read it, the other one I leave for the promotions. So a lot of people have learned that and they just tune out emails. So text messaging is the number one way that we see this work the best. Now, that's not to say in our drips that we don't utilize the other methods. They're still good touch points and actually have some pretty high open rates at the end of the day. But the conversions mostly come from the texts because we can have that conversation back and forth. So any question they're thinking of, any hesitation point can easily and quickly be addressed via text message. So like I said in the drips, we'll always include voicemails drops in the phone. So you can pre record a voicemail and it automatically drops on their phone looking like they missed a call from you, which is really efficient as well. We'll also include emails, but that number one thing, probably 75% of our drips is text messages. Consistently. We have a very specific structure, how we like to lay those out too. So we'll go into that in the next couple of tips here.
- [08:29]
A
Yeah, Lauren, roughly what percentage would you say? So when we're building that 10 touch point drip for the first three weeks, what percentage of that is a text message? Is it like six or seven texts and two or three other touch points? Ish.
- [08:41]
B
Yeah. So the Way we have it laid out is actually 12 texts and then we have three voicemails and two emails. So largely text related and then smaller on the voicemails and the emails.
- [08:54]
A
Yeah. Awesome. So we find basically that people will still maybe open the email and they'll browse the information. So it's helping you nurture the prospect. But they're not probably going to take action via the email and same thing, we assume no data on that. But with the voicemail drops, I assume a lot of people are probably listening to that voicemail, but that's not the moment that's convenient for them to take the action step. So they're kind of supplementing the text message conversation which is the centerpiece of the strategy. And that's where ultimately they're probably going to give us the thumbs up or thumbs down on next step. So yeah, lean heavily on SMS. Tip number two, Lauren.
- [09:25]
B
The second tip for success is going to be to personalize those text messages. So we have tested this numerous times and the second somebody feels like the text is coming from a robot or an automation, it's ignored, it's responded, stop people ghost it and we get that opt out percentage rate much higher. So we like these to be really personalized, sound like they're coming directly from somebody at the office and have very clear casual language. We've had a lot of clients who want to kind of spice up their drips and make them cute with emojis and fun little sayings and things like that. Um, and we really have seen that those ones are more often ignored or opted out of like we mentioned. So very simple, straight to the point, using the person's name or the lead's name, using somebody specific from the practice's name as well as the practice name. That's what's blurred here. Um, and then a very quick sentence either about the promotion, following up on the promotion, or teaching them a little bit more about the spa. So we want these to feel really personalized because it provides that obligation to respond. Um, you're more likely to want to answer that if you feel like somebody's actually talking to you. Um, I've even run into this where I am a victim of what we do. I'm like, wait, I think that's probably fake. I don't know if it's not. I just don't want to be rude. So I'm going to be like, no thanks, not interested anymore. Um, so it's going to at least get us to that answer of either a yes or a no. Which we're going to go into a little further here. So we want that to be very, very personal and look like somebody from your front desk picked up their phone and shot over a text.
- [10:59]
A
This episode is brought to you by Med Spa Magic Marketing, my agen agency. We help Med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? That'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 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 yeah. On one of the episodes, Danielle White, I use this reference a lot. She mentioned in one of our previous podcast episodes that the customer experience starts at the first interaction. I think so many practices they want, we want to automate this so 80% of it is off your plate. But really taking the opportunity to develop the relationship early is going to be important. And that starts with these text strips. So we like to associate these with the person that actually is managing the text on the other end of the phone. So if somebody does respond, it's Mel who's actually having the conversation with them here. So that's why we would use that person's name in this example. So try to find the person's name that would actually be responsible for booking the leads, your office manager, your front desk person, and lean into that so that when they come in, there's a face and a name that connects with the person they were conversing with online. So yeah, personalized to a person from a person, I think that's really, really important. And anytime we've deviated from that, I think results suffer most often. Okay, tip number three, Lauren.
- [12:49]
B
Tip number three, is get the prospect excited to do business with you. So this was something that took us a little bit longer to get built into our drips, but as soon as we did, we've seen a huge difference in terms of replies, questions and things along that nature. So a couple of those things and we'll go into these a little bit more in depth, but those are including your link to your Instagram, a link to your Google business reviews, sharing before and after pictures, teaching them about the provider that they might be seeing, or having a little meet the provider text. We have actually seen these have a really, really good success rate. So first of all, when we first started including the links in these texts, we had this intuition. It's like, nah, nobody's really clicking those links. Probably they feel spammy. Who knows what they really are? But recently we built in a tracking mechanism to see how many people were really clicking those links. And it is insane how many people are actually clicking those links and browsing through the pages that you're sharing with them. We have a special thing built into each link where it comes directly from the practice. So it has the name of your practice, get details co. So it makes a lot of sense. It's coming straight from you, it's not spammy at all. And it teaches the person a lot more about you as a business, your providers and things like that. So first of all, when we share our Instagram, it gives them a really good picture of what the office is like and what their experience might look like. I know, at least for a lot of people we talk to, the Instagram is a number one place where people are sold. So they see your before and afters there. They see the provider's personality, maybe a beautiful video of the spa, things like that where it can really make or break that decision in terms of picking you or not. Our clients that have the best social presences or have the most followers and best content end up having a much higher conversion rate because they see somewhere they want to visit. So that's a number one thing that's super important is keeping your socials up to date as well. Even if it's literally an iPhone video of your provider dancing in the spa. Like it could be anything, just sharing like the experience and how amazing it would be to go there. The next one is your Google review links. So this is another huge one where people can go learn how great you are and then read real experiences from other people that have visited you too. That's a drip that will include in as well. So a Link directly to your Google reviews for people to read about you and sharing what that star rating is. It kind of goes into the Instagram for the next one, but before and afters. So those are a big one we'll add into the drip as well. These are also service related, the max amount of how much we use them or the amount of how much we use them. So for a service like a Botox where you're mostly going to get the same result ish with the relaxing of wrinkles, obviously it's going to depend on provider how great that result is. But the before and afters look similar for the most part. Where we really see these working well is like a lip filler body sculpting things like that where there's really huge difference that you can see based on who's sending you that before and after. So picking your best before and afters and really captivating the audience with those in those text messages you'll see one included a couple slides down that we included in a text blast and we got really, really good response rate on that one. The next one is meeting your provider. So we have some practices who are a little more confused with this one because it's a guarantee who the person is going to see. But in that case we would recommend you share more about your lead injector or whoever your top esthetician is in case of the promo. And that text could look something like, hey, it's Lauren, I'm the lead injector at Meds for Magic. I'm so excited to meet you, we'd love to get you on our schedule. I've been injecting for 10 plus years, etc. So it's teaching more about people who are actually at your spa, people they might see. We'll usually include an image of that person in the emails as well so they can start to get accolades to them. As soon as you put a face with it, people start to feel more comfortable. We always have to remember it's not scary to us. But putting needles in people's face is scary to a lot of people, especially those who are truly new patients. So that can be really helpful in starting to build those factors of know like and trust and really allowing them to trust that provider before they even get in the door. And it kind of goes into what Ricky was saying about from that first touch point. That's when people are making their perception of you. So as soon as you start acclimating them, giving them reasons to trust you, they'll start building on that and the number one thing to note here too is people sometimes respond on that 12th text. So we have texts where people are like, well, that's too long. We're gonna make everybody upset. We're really not. The way that we have them structured are to be not irritating, very personalized and informational with every message. So they're getting your Instagram link, they're getting your Google review link, they're learning about the provider. Then when that last text comes that says, hey, I'm not going to reach out to you again. This is the last time. Are you interested? You have any questions? You would be shocked at how many people on that text end up saying, actually, yeah, I do want to schedule or I do have a couple questions for you. So it's really reminding them through the nurture that they should be excited to do business with you for all of these reasons.
- [18:12]
A
Yeah. And remember, these people gave you their information, they filled out a lead form. You're not cold messaging them.
- [18:16]
B
Right.
- [18:17]
A
So we don't want to be too concerned with the information we're providing. These people are given the option to opt out. So we want to be diligent. They expressed interest. Let's give them the information they need to get excited about taking the next step with us. Lauren, when you mentioned like the meet the lead injector, if that's not the performing person performing service, one of the things I might add to that is try to use the concept like borrowed credibility. So if you have a lead injector and that person's responsible for training your other injectors, try to pass, try to have some sort of a pass through of her credibility to the other provider. So if it's the lead injector, talk about how she trains and oversees all the injectors and the philosophy they have and the types of training that they do so that people still have confidence that the business is, is training injectors under a certain methodology to provide, you know, services with good training, good background, good knowledge and good experience.
- [19:05]
B
I love that.
- [19:05]
A
But yeah, I love that. Only other thing you'll notice some of these things we talked about in video one of this series. So we mentioned your Instagram page. If your Instagram looks like crud, it's not going to help you to send an Instagram link. If your Google reviews are terrible, we don't want to send a Google review link. So use discretion here. You're trying to put your best foot forward, but it goes to show the importance of doing those things well as kind of a Prerequisite to successful online marketing. Okay, so that tip number three was get them excited to do business with you. You have the lead. Use your automation drips to get them excited about doing business with you. You number four.
- [19:38]
B
Number four is to get an answer. So I know we kind of briefly touched on this before with using texts that provide an obligation to respond. This tick for success is get a yes or a no before you give up on the person. So we see all the time. We'll send one of the texts in the automation that says would you like to schedule an appointment? The person says yes and we say okay, great, Tuesday at 12 or Thursday at 4, which works best for you? And the person doesn't respond. That's so common you wouldn't believe it. So people either go ghost, they forget they get involved in other things during their day, et cetera. So don't leave it at that. We have a special column built out in all of our clients softwares called needs follow up by your team. And we specifically request that you move that person over to that column and continue to touch them with text until we get a yes or a no. So until that appointment's confirmed or until they say nevermind, I'm not interested, continue to message them. So not just one more time the next day, but next 24 hours, next 48 hours, next 24 hours again. So we really want to push that person until we get a yes or no. It's not trying to say go annoy everybody in your list, but it is true that people just have so much going on that the last thing they remember is to schedule their Botox appointment sometimes. We've seen lots of texts in our client softwares where the response actually says oh my gosh, I totally forgot, like thank you so much for following up with me. And we see a really good response rate from that. So get a yes or a no. You'll also see a lot of people texting back questions. So things like how much will it cost after the first 20 units or where are you located or what other services do you offer anything along those lines to us, that's a perfect at bat opportunity to get them across that finish line. So even with those people, ask the question again, hey, we're located on so and so street. Would you like to get on our schedule for this week week, things like that. So push to get that answer until you get either a yes or a no. That's kind of how we talk about going through that whole 12 message drip and where that person responds on the last one, don't give up until we get that final answer.
- [21:51]
A
I would even say you could take that to like we talked about, you know, at least for three weeks, being diligent with the follow up and then moving them to just your email and text list. So if you have like monthly promos, I think there's a good argument that an ideal world, that drip sequence is going on infinitely until you get a yes or no. So I wouldn't be afraid to elongate your drips. So maybe the first three weeks you call that like your aggressive attempt, right? Three weeks we're trying to get the yes or no and then it starts to space out where the touch point is just like a weekly touch point for the next like 12 weeks or six weeks and then it moves to a monthly touch point. Hey, you'd filled out something a while ago with us. Were you still looking for a provider? Because you're going to close some of those if you stay on top of them. There are people, they're in a different, a different moment in terms of their need to pull the trigger and move forward. Right? They're thinking about doing it, they don't do it now. You've probably had purchases, you've done yourself, right? You've thought about buying something, you came so close, you had it in your cart on Amazon and you didn't buy it. But four months later you feel like it's the right time and what. For whatever reason you decide to pull the trigger and move forward. So yeah, I think that's, that's really important. Don't give up on the leads until you get a no. Really? Because otherwise they're booking an appointment. So leave them on some sort of a drip or nurture as long as you possibly can.
- [22:59]
B
Yep, definitely. The last bullet on here is kind of what we've been talking about this whole time. But use question based prompts as much as possible. So even when you're answering the question about where you're located, add a question in at the end whether you want to ask them if they want to schedule or not. Again, ask them are we close to you? Things like that. So keep the conversation going. There are a lot of good conversation starters and continuers that you can include in all of your texts. And building that relationship, building that know like and trust is going to get them closer to scheduling the appointment in the long run anyway. So start building on that. Ask those questions. Almost every time you respond, have a question included.
- [23:39]
A
Yeah, I love that tip. I think we've seen some of the times when we're looking at a client's messages and they're just giving blunt like one word replies. Where are you located? Just copy and paste the address. Like this is relationship building time to build rapport time. It's like a date. Try to figure out a way to keep the conversation going. I love that tip trick, Lauren. So even when you're answering a question, pose a secondary question to keep the conversation going. Yeah. Okay, I think we have two more here. Tip five is you want a show up sequence that confirms the appointment. One of the things that we noticed is a lot of your EMRs, they basically include this option by default that you're making the person make the purchase decision all over again. They already, they filled out a lead form, you had a text conversation with them, they booked the appointment and now a few days out from their appointment, you're sending them a message to confirm press C or to confirm press Y, to cancel press C. We're making them remake the purchase decision and that's going to lead to drop off. So what we recommend is just they've already booked the appointment, let's assume that it's confirmed. Let's use confirmation based language in our tech strips and any, any other bells and whistles. Lauren, to the show up sequence drip that we'd like to include that you'd recommend people take a look at.
- [24:53]
B
Yeah, I think we have a couple like this one kind of goes into it a little bit more. This is a single provider practice that we're talking about here. So it's much simpler to do it for this one. But it includes hey, to learn more about my studio getting treatments by me, what that first visit will look like, click this link here. We have somewhere. If it's a more complex treatment like an emsculpt Neo or something where people don't really know what to expect, we have our providers send us over clips of videos that we end up putting into a long video together that walks you through what your first visit will look like. So it's something like, hey, you'll get greeted by our front desk, you'll get walked back to one of our treatment rooms, we'll have an in depth consultation to decide X, Y and Z. We'll put the paddles on, we'll make sure you're comfortable and we'll go from there. So if it's something more complex or even a botox appointment like hey, we know you might be nervous, what can we do to help you? Or do you have any questions about your treatment Things like that to just get them ready. The more comfortable they feel for that first appointment, the more likely they're going to be to come there. Another thing that's so simple but has helped a lot of our clients is including your address in that text or that email telling them where to go. So if you have like a suite in a salon or something along those lines, be very clear about where to go. When people get confused, sometimes they just leave. So be clear about the appointment time, who they're gonna see, what they might be doing, where you're located, and that you're excited to see them. Make it something where you are excited to have them join you as well.
- [26:24]
A
Yeah, love that. 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's, 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. Okay, our last tip for success here is just to long term nurture your cold leads. Make sure that they're on your drips for future promos. If you're sending out monthly promos, you have a new service announcements, any of those shares, make sure you're not only sharing those things with your existing clients. Make sure all of those leads. You know, with Facebook and Instagram, 85% of those leads are not going to convert. Make sure those people are still on some sort of a long term nurture where they're getting emails and SMS blasts from you. Anything specific to note here, Lauren?
- [27:28]
B
Yeah, the first thing that just came to my mind is I was actually doing a little audit on one of our clients accounts the other day because I was trying to figure out why a drip wasn't going through. But anyway, I scrolled all the way back to see when the person came in. It was February of last year that they filled out a lead form and last week they converted for their first appointment off one of our text blasts for a completely unrelated service. So that was a true anecdote that actually just happened and I'm assuming it happens a lot more than we're even able to track. So that's a huge one. Like you're saying Ricky is leave everybody on all of your drips. If they want to opt out at some point they can opt out. We provide the opportunity every text. So it's super important to keep touching them with things. The next thing that's really important with these texts is again personalization and question based. So they all go hand in hand. If you have a treatment that's a little bit more complex to understand, like a Botox facial, for example, give a very brief description of what that is. We actually had a really good result from this text. In my opinion it's a little bit too long with the description, but it had a good result and a good response rate. So keep a very brief explanation of what the service is. If people don't know, share that promo. And then it's very limited time. Make an urgency to schedule and then ask a specific question. Is there a daytime that works best for you? For other ones, if you can add in a before and after that you had a great result with. As you see on the left side here, that was for a virtue RF microneedling session. That is also really cool. Cool because we saw a lot of people replying to that one like oh my gosh, that's so cool. Can I get scheduled or can I have a consult, things like that. So same thing there. Provide urgency, have personalization and ask a question in the end of that.
- [29:11]
A
Yeah. And I love the call to action that I think so many people, when you send out a marketing message to your list, it's just call to book or something kind of very generic. And then they've got to go find your phone number because maybe it's not the same one you used in your text line or your email. They've got to call the office, but they don't want to call. You'll notice that like these are text promos and we're giving people just the option to to book the appointment via text. Like you can just answer right there. And I love that on the tail end of this we say is there a day and a time that would work best for you to schedule? Like we're kind of assuming interest, which I think it's not necessarily presumptive but it is to a degree. But I think it's also effective. Right. And that personalization and that question based prompt here at the end, trying to get them on the schedule. I think it makes a difference because we're really asking for the business. You hear in sales, if you don't ask for the business, you're not going to get the business. Ask for the business doesn't mean be pushy, but don't be afraid to ask.
- [30:01]
B
Yeah, and I think another big thing to remember on these two is it's really easy to put on our marketing caps when we send these. So if it's a Valentine's Day, like love is in the air, spring has sprung with all these emojis and all these things. Those are the ones that get ignored almost all the time. This text looks like somebody from the practice literally wanted to let me know that there was a promo that they were having and share it with me directly. And I'm more inclined to read the thing, read the question, and possibly answer the question as well. We also see as soon as we get into marketing language and people don't know who it's coming from or feel like it's personal, our opt out rates are insanely high. So take your marketing cap off. When you write these, write it like you're texting your friend about an offer that you have at your spa. Don't include all the fluffy extra stuff. Don't include bullets and long things that people don't want to read. Make it short, simple. Offer the promo, add some sort of, you know, urgency to get it scheduled and ask the question at the end.
- [31:02]
A
Yeah, yeah. We think of the old press release format or you hear the concept of a hook in social media marketing with like video content, kind of that same thing. Like we have very, we want to get their attention and we have their attention for a limited time. As soon as we start spending our first 15 words on, hey, it's the time of year for XYZ to refresh and we're just using kind of generic introductory language. They probably tune out. These get straight to the hard hitting part of the message. Our Botox facial with the free Dermaplane is the promotion this month, right? It's straight to the point. Hey, we're offering a promotion on our bestselling skin tightening service, Virtual Micro. It's getting right to the point and I think that helps us probably keep the user's attention long enough to make the pitch.
- [31:42]
B
Yeah.
- [31:43]
A
Awesome. The last thing I would say, if your marketing automation tool allows you to do it, especially when we talk about ads, leads coming in, make sure that you're using your pipeline feature to monitor results. So you know how many people came in from a certain initiative, how Many people booked an appointment. What did they pay in terms of dollar amounts? You know, you've got Salesforce, HubSpot, all these different tools. Again, I would encourage you to plug into one of them. We use High Level. It's really effective. We have certain EMRs that we can integrate with where this data is updated in live time or even tracking, rebooking. But at least to some level, make sure that you're tracking your results because marketing should be an investment, not an expense. Tracking is going to give you confidence that you're making more money than you're spending and you're setting yourself on an aggressive growth path that's satisfactory. So again, High Level is the tool that we use. So when we're showing these screenshots and walking through some of this, that's a tool called High Level. You can build all of the drips, set up some additional features. In High Level. We use it as an agency, we're not a reseller. So I don't have like an affiliate link for you to use or anything like that. If you are interested, you can reach out to us via our website, Medspamagicmarketing.com but it's something that we include as part of our service for our clients. But we wanted to give you the meat and the bones, the actual goodies in terms of building this on your own, building the infrastructure and what it takes to succeed with marketing automation. On our next episode, I believe we're getting into the depths of some ads planning, so make sure you stay tuned for the next part of the series. Watch the previous videos if you haven't yet. And thank you so much for tuning in to another episode of Med Spa Success Strategies on the podcast format and on YouTube. Thanks everyone for tuning in. This podcast is a production of medspa Magic Marketing. If your Med Spa or aesthetic practice is in need of digital marketing services, help with advertising on Facebook, Instagram, Google lead generation and booking more appointments, please visit Medspamagicmarketing.com.