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Med Spa Success Strategies
Wednesday Thoughts: Moving Beyond Last Touch Attribution - Branding Strategies for Med Spas
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Foreigners. One of the things that's been on my mind a lot in the last six months to a year that I've talked about multiple times on this podcast is the idea of building a brand. What that means and how some of those principles can be applied to your med spa to create superior marketing results that truly differentiate you and allow you to grow and scale with a snowball effect that's unparalleled. And today I wanted to talk a little bit about how that relates to attribution in the ads space. So if you've listened to our podcast, if you've watched some of our YouTube videos and our trainings, you know that one of the most effective things that you can do for your med spa is direct response advertising on Facebook, Instagram and Google, where you're putting forward an attractive new patient special offer. You're talking about your reputation, you're convincing people to give you a shot, you're nurturing leads and converting patients by all available evidence. This is one of the most cost effective strategies you can use to grow your business and to attract new customers. But, but long term, what can we do that creates a snowball effect that is more dramatic than the one to one result we get from direct response advertising? So direct response advertising means we have to keep putting in the dollars to get the patient. There's a customer acquisition cost directly attributable to the ad dollars. Right. We spend $150. We expect to get one new Botox client, for example. And how do we do something that creates an unparalleled result that's more dramatic that that creates a flywheel effect where every single input is now creating, you know, five to 10 new patients instead of a one to one. And this ties into the conversation about last touch attribution. So this has come up on a few conversations that I've had. We're good friends with someone who's a digital marketing consultant at Allergan, and he was showing me something a couple months back that he was playing with called marketing mix modeling, where he was basically looking at what I think is correlation data between where are we spending money and where are we seeing growth. I think there are flaws in that inherently, but I think it does illustrate something. One of the things that we do in advertising and this has been, I think we get spoiled with the data that we have in modern advertising. So we keep asking for our marketing to give us hyper measurable results. And usually that comes in the form of direct response marketing, but that is heavily reliant on what we call Last Touch attribution. So when you're running ads, you might have people that respond to your Facebook ad and fill out a lead form. But how is that supplemented by other things that you've done in terms of building your brand? For example, our clients that see the best results from those direct response advertisements on Facebook, they have built up name recognition in their community, they've been around for a while, people know who they are, the doctors are known, the practice is known. And that makes those, those Last Touch attribution based ads, the direct response ads, infinitely more effective because we're capitalizing on all of the brand equity that the client has built via other initiatives. And I think we lose touch of that in our desire to always have things that are measur in our marketing program. And I love things that are measurable. We want to make sure that we can track our ad dollars, especially early on in a business. But long term, I think we should be working toward brand. So this is a quote I was listening to a Gary Vaynerchuk podcast and this is a quote that I pulled from that podcast this morning. And it's I did not buy in the 80s and 90s all of that Nike stuff because someone Last Touch attributed me cold, called me, or because Nike sent me an email. I bought it because of brand. Right? Brand means people are actively seeking out your business. They're chasing you down versus you having to chase them down. And that's a hard thing to accomplish, but I think it's a worthwhile endeavor. So we've talked in this podcast about some ideas I'll read, I'll touch on some of those ideas for, I think how you can go about building brand and hopefully develop a situation where people are seeking you out and you're not having to chase down every new customer. And I think this is done best in balance. Gary Vaynerchuk, in this episode, he talked about, hey, I'm a big fan of the purple. Right. Or the gray. It's not all black and white, probably both. And it's and. But I think this is a good, a good reminder that we can't always rely on last touch attribution. It can't be the only thing that we're relying on long term to supplement our business. We should be figuring out things that create this flywheel effect and that involves building brand. This episode is brought to you by MedSpa 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? 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 them. Another marketing option, a new agency, or just getting into Facebook and stream 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 medspa magicmarketing.com so one of the things that we were playing around with on the marketing side is because we do this internally, most of our clients come to us because we've built a little bit of a brand. Clients find us on our YouTube channel, they listen to this podcast, and most people that schedule calls with me are not doing so because they saw it on an ad on Facebook. Happens sometimes. We do spend money there and we use it as a supplementary initiative. But most of our clients come from people actively seeking us out because we've built a brand. We've developed content that gets people excited about doing business with us and they seek us out. So here's again a few tips for how I think you can try to create this flywheel effect to get beyond last touch attribution. And when you do this, you're going to have to be a little bit more comfortable with not having your marketing be so measurable. So when you do this direct response, run a new patient special offer, you do. See, I spent this money, I got this many new clients. When you start to build brand, you're going to have to accept that some of this is serendipity and you're not going to track this. So do this in conjunction with the direct response stuff, right? Understand the reality of the psychological impact that brand building has when it's done well and when it's effective. But here are a couple quick pointers as you kind of think about building brand and trying to create this flywheel effect and move beyond the last touch attribution. In your marketing, I think that comes down to content creation, not a blog. So most of us, when I say content creation, you're like, oh, I'm creating content. My SEO company blogs. For me, I think that's a giant waste of time and energy, especially if you're outsourcing that. When I talk about content creation, this is doing the hard work to position yourself as a sought after entity so that the local customers who are thinking about getting Botox or disport or laser hair removal, they think of you first and foremost. You come to mind first. And when they're weighing alternatives, it feels like you have an unfair advantage because you have an unestablished relationship. And I think that comes down to personality and education. So in the content that you create, whether it's text or video, a combination of both. Audio, you need to give people a compelling reason to get excited about doing business with you. And that requires that you educate them, you show them the nuanced approach that you have that sets you apart from the competition. Talk about why you provide certain services, talk about what makes you unique in your treatment philosophy, why you prefer one thing versus the other in certain instances. Be as authentic and transparent as you can because that's going to help set you apart from the competition and you'll develop a relationship preemptively that gets people excited about doing business with your med spa. So, so one of the things that I recommend doing, we've started to do this more internally. Make sure you got a nice cell phone, nice modern cell phone that shoots good video and go by yourself. This is a rode micro mini something, little pack here of these lapel mics so you can record high quality audio. Just clip to your shirt or your lapel and start talking to the camera. And I think if that's not you, if you're listening to this and that's not your role, somebody in your organization needs to be the face of your med spa. People buy from people and your ability to tell a compelling story, both in an educational component and with your backstory and showing personality, those are the things that are going to allow you to connect, to generate a superior result. And once you start doing that, you can start putting ad dollars behind that so that those messages strategically reach the right people in your local market. So a couple of quick tidbits that are on our mind with the way that we're providing, we're producing content. Number one is people talk about video being king in the social media environment. And that's true at a surface level. But if you're selling, it's like spitting in the wind. You're going to be like basically doing something that's not going to be effective. So there's a page that I'm going to recommend. I don't do this very often, but I think her stuff is so phenomenal and it's personal brand launch. Think Ava is the girl's name. You can find her on Facebook or Instagram. I have no affiliation with her whatsoever. It's just the reference that we're using. She's got some free downloads there. You can download a hook idea so you can make sure if you're going to create this type of content, how do you do it within a framework that's going to get people who are not familiar with you and don't already follow your page to to actually listen to the remainder of the video? Because the first half, second to a second and a half, is so compelling that they have to let you finish the thought. And if you can center your content around hooks that are really engaging, deliver information that sets you apart that's unique, shows personality and really educates your prospects at an authentic, unparalleled level. And you can use some strategic ad dollars, whether it's in boosted posts or ads, to reach your local market and to saturate that. It's going to make your direct response last attribution based ad more effective and I think it'll help you build a brand that creates that flywheel effect. So really cool resource. I wanted to share just something that was top of mind here for our Wednesday thoughts. Hope you all have a great rest of the week and we'll see you on the next one.