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Med Spa Success Strategies
Stop Trying to Go Viral: The Med Spa Social Media Marketing Strategy That CONVERTS
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Foreign. Welcome to MedSpa Success Strategies. On today's episode, we're going to talking be talking about something I hinted at in the last episode briefly, but we're going to go into depth a little bit more on this. And it's this idea that we should not be using social media to go viral for entertainment purposes. We want to use it to build trust. So this is one thing that I see so many med spas doing and I think that med spas are getting it wrong by overly leaning into this approach. So let's talk about this real quick. Most med spas are optimizing for the wrong metric. I see a lot of this default social media content leaning toward fun, playful content, things like trending audio, silly reels. And I, I think the idea there is to be fun, playful, show personality, maybe a little bit to chase some of the vanity metrics by hopping on trends, getting likes and views. But attention does not necessarily equal trust. And in a business environment, the thing that we're trying to do is build rapport and build trust that leads to business. And if we're not doing that, attention for attention's sake is not enough. So the reality is clients don't book with somebody that they just find entertaining. Most of them will book with someone that they like and someone that they trust. So let's talk a little bit more about what this means. So before a client books an appointment, we want to try to increase the chances that they feel three things from the content we have available. So this is social media, we assume again, anybody that's coming in, whether it's from ads, word of mouth, referral, even potentially driving past the office Google reviews, they're going to be researching your business and multiple of your competitors. So what are the three boxes we want to check with the content that we're putting out on the Internet, specifically here on social media, but honestly also on our websites, number one is rapport. We want people to feel like they know us. Number two, likability. So once they know us, we want them to genuinely like us, feel like someone they would want to hang out with and be friends with potentially. And the third thing is we want them to trust us. We want them to believe that we know what we're doing at an unparalleled level. For content to spark attention, it rarely delivers all three. But depth of content depth does. So here's a little idea on a content mix framework for social media that I think is a smarter approach and where your energy should actually, actually go. Because again, as I was kind of combing through our client roster and I was doing some clicking through and some investigation, I noticed that this epidemic of just fun, silly, trending audio type content is like 80% of what some of us are doing on social media. And I think we're missing the opportunity to dive into develop the depth that's required to actually turn social media into a business generation and client retention tool. So let's go through a matrix, an example matrix of what might be a better blueprint for your social media. We've talked about this before, but I thought it was worth revisiting. Expertise and insight demonstrate knowledge, perspective and philosophy. The things that are nuanced about what you do, why you do it, what you know and how you apply your knowledge to serve your clients at an unparalleled level. Let's call that 40% of of our content mix. The next thing we want to do are personal or story based posts. These are things that build connection likability and emotional rapport. So we'll talk a little bit about what those examples are here in a second. Educational and client related info. So answering questions, addressing objections, things that are maybe more middle of funnel potentially or even bottom of funnel or address things existing clients are asking you about even. And then the last thing, 10% fun, playful, trendy. These are things that do humanize you and can help you stay relevant occasionally. It's a way to add a light hearted touch to your social media feed. But most of you, instead of this being 10%, I see a lot of you where this is like 50 to 80% of what you're publishing on social media. So again, content. The content we post should make people think does this person really know their stuff and do they feel like they actually know us? Expertise is not just about before and after. So what are some things that we can talk about to demonstrate expertise beyond just showing the result? So here are a few ideas. I always talk about this one but your nuance to take on a treatment or product line, why you recommend or don't recommend something you see a lot of other providers pushing anywhere where you're a contrarian, I would really lean into those things. How you approach a patient consultation differently. What are things that you do as part of your consult that you maybe think that other people are missing that you think is really important to your patient experience? What do you see go wrong typically with with other treatments or patients that are coming in and how do you think about some of those things to create a better result for your clients? And then the last is your treatment philosophy and the why behind your decisions. So here's a few example prompts if you're trying to create some content that fits into one of these buckets. Example prompt number one here's why I don't do X the way most providers do. Example prompt number two the conversation I have with every new patient before we touch anything is right. We're going to talk about the things that are unique about our consultation and our initial conversations with clients that can set us apart. What I actually think about trending treatment. So I think those are some prompts that are going to give your social media content a lot more of an effective angle. So what do I mean by personal? So it doesn't necessarily mean that you have to over share, but I think being authentic real and not being afraid to peel back curtain a little bit does develop that element of likability and people feeling like they know you. Gary Vaynerchuk, one of the famous marketing experts of modern times, he does this really well. He's a marketing guru by trade. But almost everybody that follows Gary Vaynerchuk knows he's a die hard jets fan. So what are the things that you're sharing in your content that people would instantly know about you even if they never met you in person? If they, if they stumbled across you and ever interacted with you, what are some things that they would know about you that go beyond your professional life? So here's some ideas on how you can add personality depth to your social media content. Stories or experiences from your personal life that shaped how you show up for your clients and why you do what you do. Something you're navigating right now Challenge a growth moment, a value or belief that drives how you run your practice. So not worrying about being everything to all people. Showing the things that make you unique that are parts of your personality that will help you build a depth and connection with the right people. Last, an anecdote that reveals who you are as a person, not just as a provider. So I think the distinction there is personal content is not about aesthetics or lifestyle flexes. It's about emotional truth and a shared humanity. The things that build real connection. People don't connect with perfection, they connect with honesty. Hey practice owners and marketing directors interrupting this episode to invite you to schedule a one on one strategy call with me to discuss how we might be able to improve and level up your digital marketing efforts. So we're rated five stars on Google, we're HIPAA verified by Compliancy Group and we have a track record of taking clients from 30,000amonth to $120,000 a month and adding multi millions of dollars in additional revenue for some of our bigger multi location med spas from more effective marketing strategies. So on the free strategy call, it's really educational. I basically spend an hour going through detailed reviews of all of our best performing plays that we run for our clients. You have it to take and run with it if that's what you want to do and if you think it might be a fit to work together, then we're excited about the possibility to partner with you. But if you're interested in better, more effective digital marketing solutions for your Med Spa, visit MedSpa Magic Marketing.com that's MedSpaMagicMarketing.com to schedule your one on one strategy call with me. Patient Stories what a powerful content asset. Patient stories can be said to be a little careful with how you put ad dollars if you're going to boost some of these, but before and afters with emotional context, not just the visuals. So what was this person's backstory? What were they struggling with? What bothered them? What was the outcome they achieved after working with you? How did you coach them through and come up with a treatment plan that helped them achieve their result? So telling a story about your before and after instead of just a before and after makes those infinitely more compelling. I think those are really great. A case that challenged you and what you learned. So a unique situation that you came across in terms of a client and how you overcame that and got a result for the client or a moment that reminded you of why you do what you do. That's a cool one, right? Why do we get into this business? So many of you have like an ER or a medical background and you did this because you really care about people. But there was a little a level of stress and overwhelm that was really taxing in the ER and that caused you to go into aesthetics and talk about how you're still able to able to achieve that. Why we do what we do. I have a whole thing on our website about how I got into this space. But yeah, I think that can help build connection as well. So again, important note here. A little caveat. Make sure that you're maintaining HIPAA compliance if that's a concern and either share with consent or anonymize those stories appropriately. So fun content earns its spot. It just shouldn't run the show. So I mentioned 10% of your content can be things that are humor based, playful, they humanize you, but they don't necessarily build any of the depth that we talked about from those three checkboxes earlier in terms of likability, trust or demonstration of expertise. So these are things like the trending audio and the reels that can expand reach to new audiences, especially if they're really clever and funny and engaging and you did them well enough to to actually achieve virality. A certain amount of virality is effective because if enough people know you and laugh with you, there's a certain amount of people if they're in your local market, they will potentially do business with you too. So a funny if you can add an element of comedy and you feel like that fits your personality, that's fine too. Keep in mind that this has to fit your personality. If you have a fun, playful personality, it can make sense to play and lean into that a little bit more. Even when you're demonstrating expertise and educating your clients. If you are more professional and buttoned up, just be who you are. You don't have to be something that you're not. So again, 90:10 much better ratio on those Social media what is the purpose of social media? What are we doing here? Right, we're not going viral for the sake of going viral. It has two main jobs. One is to deepen the relationships you have with your existing clients. Why? Because that's going to generate better retention numbers and better success for your practice so you can serve those clients well on an ongoing basis. So we want to provide content that reminds them why they chose us in the first place, keeps us top of mind to increase stickiness between appointments, give them a reason to refer friends and family, get them excited. I always talk about this other example of this agency platform marketing that works with realtors and they do such a good job of this that I've shared their content with people in my personal life, family members and friends to I've shared with them some of their content as a result. So this will increase the chances that people refer friends and family. It makes those clients feel seen, valued, and they connect further and deeper with your practice. This we achieve this with this podcast for our clients. It also job number two helps you convert prospective clients. Whether they're coming in cold or they were researching you and they're already a warm lead. These are things that are going to help you build. We want to use social media to build trust that strangers rely on in order to increase readiness for booking. Answer the unspoken questions that they're nervous to ask. Show them what it's like to be in your care before they ever walk into the practice and reduce friction to getting them through to that first appointment. So two jobs of social media deepen relationships with existing clients, convert new clients. So remember, a smaller, more deeply engaged audience, especially as a local business, will outperform a large passive one. If I've got 50,000 followers scattered across the country because I went viral for entertainment purposes, that's probably not as good as 500 people who are local to me that really trust me and have the opportunity to book with me and do business with me. So focus on depth of the relationship, not reach necessarily consistent, thoughtful content compounds over time. Another important reminder we call these no like and trust deposits these things in sequence over time. Build a body of work that increase the chances people know, like and trust you to the point where they pick up the phone or go to your website and schedule an appointment with you. And this content library then becomes a machine that's working for you 247 to demonstrate expertise and build trust with prospects. So you don't need to go viral, but you do need to go deep. Remember that if you want this in a schedule format, I've got this on the screen here for those of you watching in video. So here's kind of a realistic rhythm to build depth without burning out. Post number one expertise and perspective base. You take a treatment, trend or product, talk about your unique perspective, a personal story, moment, experience or belief that's real to you. That's post number two. Post number three a common patient question. Answer it in depth patient number or post number four a patient story. So an in depth case study transformation before and after, not just a photo and then post number five. So one in five posts maybe roughly or one in ten posts can be a trend, humor behind the scenes or lighthearted. And if you're not comfortable doing five in a week, just spread those out. Do five over, five over every two weeks even. But that's maybe a good much better cadence to focus on. And again, consistency over volume. Because this is going to act as a library that's there to serve you. And even when you're not actively producing the content, it's not necessarily there to meant to reach new people with new content every day. It's there to serve as a library to build trust. So if you are interested in some help with social media content that can help elevate your brand and your practice and build magnetism, you can schedule a strategy session with me. You can go to medspamagicmarketing.com or browse our catalog here for other episodes on the YouTube channel and the podcast. And remember, if you're doing this, I highly recommend putting some boosted dollars around this so that you saturate the local market right. If I'm a med spa that serves women age 30 plus that live within a certain number of miles of my office location, I want to make sure that this content is getting in front of the right people. So I'm going to use ad dollars to target, to retarget and to target my local market consistently. If we just publish this content, we're achieving job number one, which is maybe we're going to reach a decent amount of the people who already follow us, and even that's not a given. But job number two is sort of left hanging if we want to make job number two, which is attract and convert new prospects happen at sc, paid ad dollars boosted posts are going to do that. So I hope that was helpful today. Good reminder, stay away from the trends as the primary play for social media, it's not all about being fun and goofy and silly. It is about developing likability, making sure people trust you, and that it inevitably leads to a business benefit for your med spa. Thanks and we'll see you on the next episode.