Podcast Summary: The Best Lead Gen and Marketing Strategies for Med Spas in 2025

Med Spa Success Strategies Podcast
Host: Ricky Shockley
Release Date: June 23, 2025

Introduction

In the episode titled "The Best Lead Gen and Marketing Strategies for Med Spas in 2025," hosted by Ricky Shockley, Ricky and co-host Lauren delve into effective marketing and lead generation strategies tailored for med spas. They address common challenges practice owners face when allocating their marketing budgets and provide a phased approach to scaling their marketing efforts effectively.

Foundational Marketing Strategies

Before diving into advanced advertising tactics, Ricky and Lauren emphasize the importance of establishing strong foundational marketing practices. These are essential for every med spa, regardless of size or revenue.

1. Organic Social Media

• Platforms and Content:
  Lauren highlights the significance of platforms like Instagram and Facebook as primary channels. She advises med spas to showcase their personalities and expertise through before-and-after photos, provider videos, and a balanced mix of professional and engaging content.

  “Focus on things like before and after pictures, quick videos of the providers talking about their favorite treatments... it builds that rapport immediately.”
  (04:47)

• Strategic Approach:
  Ricky underscores that the goal isn't to go viral but to build relationships and establish trust with potential clients who are actively seeking med spa services.

  “We're trying to make people that are shopping for a local med spa that hopefully can become their new med spa home.”
  (06:16)

2. Google Organic (SEO)

• SEO Fundamentals:
  Ensuring that the website is optimized for search engines is crucial. This includes on-page SEO, maintaining an up-to-date Google Business Listing, and encouraging Google reviews.

  “Go through and check out that resource.”
  (07:15)

• Open-Source Resources:
  Ricky directs listeners to their YouTube channel for a comprehensive walkthrough of SEO best practices.

  (07:15)*

3. Email and SMS Marketing

• Effective Communication:
  Ricky advocates for the power of SMS marketing due to its high open and response rates, while also recommending email marketing as a low-cost supplementary tool.

  “SMS is more powerful than email because the open rates are nearly 100%.”
  (08:39)

• Content Strategy:
  Lauren advises segmenting email content to improve engagement, such as focusing on one promotion or topic per email rather than combining multiple messages.

  “Segmenting those out still making them good quality and good content in each one.”
  (09:45)

4. Referral and Loyalty Programs

• Building Loyalty:
  These programs are highlighted as essential for maintaining client relationships and encouraging repeat business. While not discussed in depth, Ricky mentions the importance of having a robust system in place.

Paid Advertising Strategies

Once the foundational elements are in place, Ricky and Lauren explore advanced advertising options to drive aggressive growth.

1. Meta Ads (Facebook and Instagram)

• Primary Recommendation:
  Ricky recommends allocating the majority of ad spend to Meta Ads (Facebook and Instagram) due to their effectiveness in targeting and lead generation across different revenue stages.

  “8 out of 10 times is meta ads, which is Facebook and Instagram ads...”
  (13:00)

• System Integration:
  Emphasizes the necessity of a robust lead intake and tracking system to measure ROI accurately.

  “A phenomenal system for taking in leads, organizing the leads that are coming in...”
  (14:00)

• Predictability:
  Lauren adds that Meta Ads offer predictable outcomes based on established benchmarks, making them a safer investment.

  “We have it down to a science pretty specifically.”
  (16:25)

2. Google Ads

• Phase Two Integration:
  As med spas grow to approximately $2 million in annual revenue, incorporating Google Ads becomes a priority.

  “Phase 2 would be the incorporation of Google Ads.”
  (17:08)

• Cost vs. Quality:
  Ricky discusses the higher customer acquisition costs associated with Google Ads compared to Meta Ads but acknowledges their importance for certain high-ticket or niche services.

  “It might cost us $150 on average to get a new injectable client on Facebook and Instagram might cost us $215 on Google.”
  (16:25)

3. Search Engine Optimization (SEO)

• Proactive SEO Investment:
  Ricky, an SEO professional, recommends a proactive SEO investment only once the practice reaches around $2 million in annual revenue. He explains that SEO's incremental and long-term nature makes it less immediate compared to paid ads.

  “We don't recommend doing a proactive ongoing SEO investment until you're at roughly this point.”
  (20:00)

• Quality Over Quantity:
  Emphasizes avoiding low-quality SEO practices like irrelevant blog content, advocating instead for genuine efforts that impact rankings.

  “Don't pay for a blog that can be counterproductive...”
  (23:58)

• Lauren's Addition:
  Stresses the importance of maintaining an up-to-date website with comprehensive content, using tools like ChatGPT to enhance content quality.

  “Your website is still a pitch... Make sure that you have taken those steps...”
  (22:53)

4. Additional Advertising Channels

• TikTok Advertising:
  Lauren and Ricky express caution regarding TikTok Ads due to targeting limitations and low conversion rates despite high lead volumes. They recommend focusing on organic TikTok content instead.

  “I would not say [TikTok Ads] is worth it... use it as another source of organic social media.”
  (28:17)

• Direct Mail and Print Advertising:
  For practices seeking to expand beyond digital, direct mail and print advertising are recommended for their targeted reach and high-impact placements.

  “Make sure it's not one of a thousand things that gets buried... make it noticeable.”
  (29:33)

• Radio, TV, and Events:
  Depending on the services offered, radio ads (especially niche radio), TV ads, and event sponsorships are discussed as viable options for achieving omnispresence in the local market.

  “Event sponsorships and local community involvement being a good place to double down.”
  (32:09)

Phased Growth Strategy

Ricky and Lauren present a four-phase approach to allocating marketing budgets effectively, emphasizing the importance of opportunity cost—choosing where to invest based on potential returns rather than spreading resources too thin.

1. Phase 1: Meta Ads (Facebook and Instagram)

   • Target Revenue: Up to $100k monthly
   • Strategy:
     Focus primarily on Meta Ads paired with a strong lead management system.

2. Phase 2: Incorporate Google Ads

   • Target Revenue: Up to $2 million annually
   • Strategy:
     Add Google Ads to the existing Meta Ads strategy, acknowledging higher acquisition costs but essential for broader reach.

3. Phase 3: Proactive SEO

   • Target Revenue: Up to $3 million annually
   • Strategy:
     Invest in proactive SEO efforts, leveraging foundational SEO practices and high-quality backlinks achieved through PR and sponsorships.

4. Phase 4: Omnipresence

   • Target Revenue: Beyond $3 million annually
   • Strategy:
     Expand into additional channels like direct mail, print, radio, and event sponsorships to maximize local market penetration.

Opportunity Cost and Prioritization

Ricky emphasizes the importance of prioritizing marketing channels that offer the highest return on investment (ROI) and align closely with the target audience's behaviors. By focusing on the most effective channels first, practices can maximize growth without wasting resources on less impactful strategies.

“Opportunity cost is the value of what you give up when you choose one option over the other...”
(14:30)

Conclusion and Final Recommendations

Ricky and Lauren conclude by reiterating their phased approach to marketing, encouraging med spa owners to:

• Establish Strong Foundations: Ensure organic social media, SEO basics, email/SMS marketing, and referral programs are in place.
• Invest Strategically: Allocate advertising budgets starting with Meta Ads, then Google Ads, followed by proactive SEO as revenue grows.
• Seek Omnipresence: Once foundational and primary advertising channels are optimized, explore additional marketing avenues like direct mail and event sponsorships to embed the practice deeply within the local community.

“Understand opportunity cost, prioritize, and allocate budget to scale and grow your business efficiently for the rest of 2025.”
(33:50)

By following this structured approach, med spa owners can effectively navigate the complex marketing landscape of 2025, ensuring sustainable growth and enhanced financial freedom.

Notable Quotes:

• Ricky Shockley:
  “8 out of 10 times is meta ads, which is Facebook and Instagram ads, paired with a really good lead intake, conversion and tracking system.”
  (13:00)

• Lauren:
  “Focus on things like before and after pictures, quick videos of the providers talking about their favorite treatments...”
  (04:47)

• Ricky Shockley:
  “Opportunity cost is the value of what you give up when you choose one option over the other...”
  (14:30)

For more detailed strategies and implementation guides, listeners are encouraged to visit MedSpaMagicMarketing.com.