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Spa Marketing Made Easy | Spa Business Growth
SMME #419 The 2025 Meta Ads Landscape with Tara Zirker
00:38:32
The 2025 Meta Ads Landscape with Tara Zirker
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- [00:00]
Unknown Speaker
If you're ready to streamline your operations, free up your time, and maximize productivity in your spa, then you do not want to miss our upcoming masterclass on maximizing efficiency with Virtual assistants. Happening on February 10th, we'll dive into the exact strategies that you need to onboard, manage and optimize your VA team so that you can focus on what you do best. From the 4T system for task delegation to essential tools for seamless collaboration, we are covering everything you need to scale smarter, not harder. Mark your calendars for February 10th and get ready to reclaim your time, increase efficiency, and build a business that works for you. Just go to the events tab on addoesthetics.com for all the details and how to get registered and we'll see you there.
- [00:47]
Daniela Warner
Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I'm your host, Daniela Warner, c CEO of Atto Aesthetics and founder of the Growth Factor Framework program where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I'm so glad you're here. Now let's dive into the show.
- [01:18]
Tara
All right, Tara, welcome back to the Spa Marketing Made Easy podcast. I'm so excited to have you here and I am sure our listeners are as well because 2024 was kind of a doozy when it came to ads and business and all of it with the election year and just it was just kind of a wonky year in.
- [01:38]
Unknown Speaker
General for everybody for sure. I mean, that was. You and I were talking in the pre show, but that was so many businesses, every industry. I mean, there was a lot of uncertainty floating around and fortunately we don't.
- [01:52]
Tara
It's pretty normal for an election year though.
- [01:54]
Unknown Speaker
100% right?
- [01:55]
Tara
I mean, I know. I think back to one of my very first launches that I was doing and it was the first time that I had ever spent $5,000 on ads. And I was like this is it. And I was so excited and I was. I ran my ads like right around. It was in November. It was right around the election of the election year and I had nobody joined my program. I was like, what happened? And turns out it was election year. There was a whole heck of a lot of noise going on. I did rerun the launch at a later date and did great. So it was, you know, there is hope at the end of the tunnel. But for those spas who maybe haven't been Running ads during an election year or during a time of economic uncertainty. This is kind of the, the fun part of entrepreneurship where we, we get a little bit scrappy and we see what we're made of.
- [02:55]
Unknown Speaker
Yes. It's so true. It's so true. It forces creativity and innovation. And honestly, I mean, none of us like to go through those hard moments. We all avoid them. It's human nature.
- [03:07]
Tara
It's human nature.
- [03:08]
Unknown Speaker
Yeah. But when you look back, those are the moments that create new possibilities for your business. Those are the moments that create innovation within your company. And it's where people start trying things. You know, your team starts trying new things, you start trying new things. And that's where, like, that's how all of this, you know, like different initiatives that produce, you know, new results. That's how all of this happens. So it's a good thing, but it's a very challenging thing to go through.
- [03:36]
Tara
So let's talk about the, the kind of transition of what happened between, you know, 2024 to now. We saw there's been some pretty big changes to Meta, specifically in the health and wellness space. What do spa owners need to know? Let's just start with that and then we'll get into, like, what has changed for 2025 for you? You've. How, how long have you been doing ads now?
- [04:05]
Unknown Speaker
10 years.
- [04:06]
Tara
10 years. Okay. So you've seen, you know, a lot of, you know, ups and downs of different things. And I would love kind of your predictions of what to expect in 2025. And obviously, you know, we. Nobody can predict the future, but based on kind of your experience and, and the vibe of everything right now, I'd love to know your insight or your advice on, you know, where spot owners can go from here and what they should be doing in terms of ads.
- [04:39]
Unknown Speaker
100%. So I think that we're going to see a nice recovery. In fact, we, we already started to see it as soon as those election results were kind of solidified. We knew it was happening. You started to see consumer trends relax or consumer behavior, I guess, relax a little bit. People starting to get back to their routine. You now have certainty and so, or more certainty than you had before about what's going to happen. So I think that there's going to be a nice recovery. I do expect that Q1 will be super. Some solid for so many businesses, especially those that maybe struggled, you know, and again, especially if you're running ads as you ran into kind of those election budgets. And by the way, you know, the majority of the election budget was spent between September and the end of October, and the very, you know, tail end of it was spent in those first few days in November. But I would say, you know, if you started to experience, like, you know, maybe August was doing okay, you're at the end of summer, so you always have that challenge. And now you're getting into September, you're expecting it to be great, back to school the fall, and you're like, wait, why is this. Why is this not shaping up? You know, that's probably why. And so I think that there is a lot of great things happening. There's also a few things that are happening in terms of policy. You know, you think about all of the social media platforms kind of tightening up their policy, particularly when it comes to advertisers. And also with organic, you know, not being so outlandish with claims. You have a lot of health and wellness providers out there that compete with sports bought in terms of ad space. Right? They're not your direct competitors, but they are competing in terms of being in, you know, the health and wellness space and trying to.
- [06:19]
Tara
Are you talking about, like, beauty influencers or.
- [06:22]
Unknown Speaker
Yeah, you've got be. You've got a ton of beauty. You've got. Also just like, think of all of the. The big. The big space that's kind of being disrupted, right, right now is the, like, the online prescribing companies, okay? So you can't really call them pharmacies. They actually have, like, a different workaround which allows them to do this. But think of the companies that are prescribing. You know, what, normally you would need to go into the doctor for. I mean, there's so many categories there. GLP1s. You're thinking of, like, beauty, right? Specifically, you're also thinking of other prescriptions, like for anxiety, things like that. Things that, again, you would have to normally go to a doctor for. That space has exploded and it has been competitive. In other words, they're trying to get in front of your ideal client as well. And so you always have to think, well, they're not your direct competitors. No, they're not. Not in all cases. However, in some cases, they are. However, they are trying to get in front of your ideal customer. So the big thing to know there is that space is being disrupted with new policy, and it's pretty significant. And. And so as a spa owner, you just really want to play by the rules right now. So when I say that the things that you want to be mindful of is no before and afters. I know you see a ton of them. I do expect Meta to crack down on that pretty significantly. That is in the official policy. But they're really going hard. You want to be mindful of, especially when you're talking about anything beauty or weight loss or anything like that, body contouring, anything in those kind of categories. You want to think about being really mindful to not say the words you or your too many times in your ads. I always recommend 1 to 2 instances max if you want to be playing it really, really safe. And you want to be careful to not go heavy on the negative. So I won't elaborate too much there. But you want the meta. Wants meta. When I say meta, that means Facebook and Instagram. They want the newsfeed to feel positive and uplifting. And so when you start going into the negative. So I'll give a really, really direct example that probably not very many of us would say this in our ads this way, but it's like, do you wish you could get rid of that extra £5? Well, when you say something that direct, okay, and I'm going into like weight loss as an example, the person comes away and says, oh, I really dislike that. Meta knows that about me. It feels creepy. I don't like that. I feel bad about myself. So instead, you want to get people into a more positive framework, and that's going to work for you in terms of the policies as well as your ad costs staying significantly lower. So there's a lot of reasons to that, but we'll just kind of leave it there that you want to use that. You know, there's some policy updates that are happening. You want to use that to your advantage. And let me tell you, if you play by the rules, you're going to be in the top like 20%. And then if you infuse your ads with sales psychology and things like that, you're going to be in the top 1%. So there's a lot of ways to win this year. And I suspect that Meta is going to make some of their ad types, which we're going to talk about in a moment, 10 times better because of these policy updates. So these right here, everything I just said could be your serious competitive advantage for 2025.
- [09:36]
Tara
So we saw in, you know, there was a report that was put out by Skytail Group and QSite, we'll be sure to link that up in the notes here. But they put out a report, they have direct data from spas where they're seeing actual numbers, not just, you know, Kind of guessing what's going on. And from 2023 to 2024, there was a 236% increase in medically assisted weight loss, whether it's semaglutide, tirzepatide, whatever, whatever type of medication you're using. And I know it's continued to go up. In 2024, it was all over the place. And so with so many medical spas and providers bringing this service in or kind of shifting their focus, the competition has become greater. And additionally, you said, you know, there are those prescribers directly where you can just order the medication from a pharmacy. How are we appropriately doing ads to build this portion of our business? Um, that it, you know, I, I know I'm biased, but I'm always going to think that having a licensed professional guide you when you're taking a drug, that's always going to be the best way.
- [10:56]
Unknown Speaker
You know, some accounts do fine, honestly. I'll tell you the straight truth. Some accounts can actually advertise. Advertise pretty directly for these services. It makes me nervous because much of it goes against a lot of Facebook policy, but many accounts are able to just straight up advertise. Okay. So keep that in mind. Most accounts. And what I will always recommend is going pretty light on mentioning, you know, anything brand name, anything by name and, or really lengthy ads. Because one of the things that you want to know is if you are.
- [11:35]
Tara
Let me just interrupt you real quick there, because you said by name. Are we talking about the, the drug name? Are we talking about. Can you say GLP1? Can you say tide? Can you say, you know, like ozone? Like what, what does that mean by name?
- [11:51]
Unknown Speaker
Okay. There's so much sensitivity. We have seen accounts in the medical spa space that can say semi glue tied, no problem. They're advertising just fine. Again, it makes me a little bit nervous because it's like, oh, that gets into dicey territory with policy. We have other accounts. The second they, they don't even let their ads run. The second it's an ad, it aut flags it as a policy error or violation. It says you got to take, you got to rework your ads. Right? So for those accounts, even saying, even saying GLP1 or like more umbrella category can also trigger those violation. Those violations. So in those cases, you want to mention solutions for weight loss solutions. And weight loss is another area that can actually be a little bit of a trigger for your ads. So you want to be careful. Every. And again, every account's going to have different sensitivities. It depends on what the algorithm knows about your business and how much it knows. Right. So how much you've advertised in the past, kind of building, quote unquote, that trust score. And so for many accounts that are very sensitive, and there's plenty of them out there, I would say the majority are very, very sensitive. What we've seen work very well is just very short and sweet ads. So you don't want to say too much. You know, you can say a few things. I always recommend, you always want to put a geography anchor in your ad. So, hey, geographic area, you know, it could be your city name, it could be your neighborhood name if you're in a really big market. And then you would want to have just a couple of sentences, I'm talking one to two sentences where it's just like. And you can even honestly pull out a testimonial of somebody saying, you know, XYZ Med spot helped me to achieve the goals that I had for my body that I thought I would, I could never, I thought I could never get here. You know, something like that would be really effective. Notice that I'm not saying weight loss. Notice that I'm not saying anything that's sensitive. And so sometimes, and then you can say, we have multiple solutions. Click now to book your consultation. So that that's an example of an extremely safe ad. And I'm just kind of pulling that out on the spot. That would probably go through approvals and run forever just fine. So sometimes you just have to be a little bit creative. And that's something we can help, you know, guide every individual spa on, especially if their accounts are sensitive. But I hope that made sense. Sometimes you want to go short and sweet. If you find that your account is sensitive, very short, very sweet, get to the benefit and try not to include words like, you know, again, the service, the treatment specifics, weight loss can be a trigger. So I wish I had something that was just more, never do this, always do this. It's just not that way. And it's not that way, by the way, for the big advertisers as well, when it comes to anything around weight loss, body contouring, things like that.
- [14:47]
Tara
What are you seeing with AI ChatGPT in terms of writing ad copy? Because I know, you know, some of the SEO companies that we work with, they say they're saying it's not there yet where you can get great content. But for in terms of SEO, the blog posts that are human written or human edited are performing better than AI. Are we seeing that with ads or are is AI a fair, reasonable tool to write copy that's in alignment with Meta's policies?
- [15:21]
Unknown Speaker
Yeah, a fair, reasonable tool. And I would say it's not quite as good as a fantastic copywriter, but it is getting darn close. And we actually just ran a pretty large experiment. We did it, we did it in a few different spaces, including the med spa space. Spa space. And we ran our. We have a specific spa copy bank. We ran some of those ads against some AI ads. And those AI ads, by the way, were actually. They were seeded with our copy bank and other great copywriting techniques and things like that. And still the human copy won out, but not by much. I mean, it's getting so much closer. When we ran that similar experiment, I think it was last summer, it was pretty significant the difference. So I would say we're to a place where if you want to lean on AI significantly and it's ideal if you have some really good prompts, some really good, you know, kind of foundational elements to, to seed it with, I think that you can definitely do a lot of great things with it. So for us within our business, I'm sure for you, Daniela, like our company has really transitioned to being AI first and AI, you know, kind of working very, very closely with AI and the things that have resulted have been, I mean, staggering, honestly, that.
- [16:45]
Tara
Yeah, yeah, we, we use it as like our rough draft and so we, we've uploaded our book, we've uploaded, you know, we've uploaded all the transcripts from different podcasts. We've done all kinds of stuff to, to get our, our specific auto content creator is what we call it trained on, you know, our voice, the things that we lean into. We still have either myself or Lucy go through. I haven't like fully trusted it yet. I haven't that place. But it gives that nice foundation where it's like put together this, this, this, and then we go through and edit it. Yes, but I can see that it's getting better and better and it's. I mean it's pretty impressive what it can do.
- [17:36]
Unknown Speaker
The more you give it, the better the result you're going to get. And that doesn't mean. The other cool thing about AI that I have not is the prompts don't need to be as complicated as they once were. Once you have trained it on some of your material and your tone and voice and there's ways to make sure that it knows what that is. Honestly, you can, you can let it run a lot looser than having These really long, complicated prompts that you had to have even a year ago.
- [18:03]
Tara
Yeah, I just, I just expl. Like my prompt. I talk like I'm talking to a person.
- [18:10]
Unknown Speaker
Yes.
- [18:11]
Tara
Like, I'm giving very clear instructions. Like, do this. Here's what I'm trying to create. Here's what I'd like you to do. First, include, you know, XYZ in whatever this thing. If it's like a blog post or something like that. Make it, you know, X amount of words.
- [18:27]
Unknown Speaker
Yes.
- [18:27]
Tara
And optimize for SEO. And then we go in and do all the other stuff.
- [18:33]
Unknown Speaker
So. Good.
- [18:34]
Tara
Okay, so I know in, you know, we talked about the election. We talked about, you know, you were saying ad costs in the election were up about 20 to 30% for that short period of time. Is that over now? Are we going.
- [18:48]
Unknown Speaker
Yeah, yeah. Instant recovery. As soon as. As soon as that period of time ended.
- [18:54]
Tara
Okay. And so now here in 2025, what are your recommendations? You know, Q4 tends to be our busiest year or busiest quarter in spa and so many industries. But in spa especially, there's just getting. Everyone's getting ready. There's holiday gifts, there's parties, there's all kinds of stuff. It's peel season and Q4 there, there's still. I don't want it to be all doom and gloom. There still were some spas out there that ended on a really great note, did incredibly well, but more often than not, they were like, it wasn't dead, but it wasn't just the insanity that I'm used to in Q4. And so it's, you know, after like a somewhat slow start to the year for many spas as well, they are a little bit sensitive or a little bit hesitant to, like, jump in the ad pool again after seeing those big increases. So how do we. How do we dip the toe back in there? How do we. What are the right types of ads we can be running?
- [20:07]
Unknown Speaker
The good thing is, I would say low budget is doing very well right now, and I'm going to give like a little ad stack. We can go into it as much or as little as you want on what we're seeing work really well. So I'm going to just kind of describe almost like a pyramid. Okay. And I'll tell you the budget for each of these things. But if you build your ad stack is what I'm going to call this. If you build your ad stack like what I described to you, you are going to be shocked and amazed at how little you can spend to start getting clients Coming through the door. Okay. And by clients, we typically are talking in terms of like consultations, booked or treatments, books, just straight away, right. It kind of depends on what you're advertising, what the offer is, but that's how you want to think about it. So the really cool type of ad that we started experimenting, experimenting with about 18 months ago, and I would say really, really started to take off last year was a type of ad called lead gen ads. So these are on platform and people are filling out a form right there on Facebook, Instagram, wherever they're encountering, encountering your ad. So instead of going to your landing page, which is always a wonderful experiment, they're just doing it right there on meta. Okay, again, when we say meta, Facebook, Instagram, WhatsApp, the whole family suite of apps, these are just, I mean, they are worker bees. They are doing better than ever. And because of the policy updates that we talked about earlier, we actually anticipate and predict that for this year these are going to become even better. So they started to get really good. I would say like 18 months ago, we're like seeing really strong signals out of them. And then a year ago it was like, man, these things started to take off. Now the cool thing about these and where we always start our spa clients when we're talking about ads is about $10 a day is what we want you to spend. I feel like everybody can carve out $10 a day. That's $300 a month from your marketing budget. We can go into marketing budgets and how much we recommend spending and all of that, but $10 a day is a really great starting place for that. What we see is a lot of spas start seeing some initial success. They will bump those up pretty quickly to 20, 30, $40 a day, depending on your overall budget will never let you overspend because you want to make sure that your budget is a percentage of your revenue and not anything more and also not anything less. Okay. You want to make sure you're not overspending, underspending. But these are incredible ads. The cool thing is you can attach little messenger bots to these as well for follow up. And that's another feature that we're seeing starting to do extremely well inside of ads is messenger ads. So between lead gen ads, messenger ads, we're seeing a lot of great success in those two spaces. And again, you're starting at 10 bucks a day. So I feel like that's a wonderful place to kind of dip your toe in. Now you're going to build on that with some additional types of ads. So we want to make sure that we have. And I know Daniela, you and I have talked about this a lot, but video view ads for all local brick and mortar anything spa that you've got to have these. And typically these are either a recycled reel that did really well. And it obviously has to be something that's relevant to your space, right? Like nothing random or you're just making a video. And this could be so many things. You could be making a video showing inside of your space. You could be making a video interviewing one of your estheticians about maybe one of your most popular treatments. There's so many ways that you could do this. And we've got about 10 different formats that are working extremely well right now. Um, but these video view ads are just always building fresh new audience. And Daniela, you know that in the past I was like, forget those things. You know, I know that some people saw success, but we didn't see enough consistent success across the board to make blanket recommendations. And I would say that now we definitely see consistent success with these.
- [24:19]
Tara
We've actually done video view ads for years. We use them on our podcast and we would create. We would use them to create new audiences that we would retarget whenever we were doing launches.
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Unknown Speaker
The cool thing about these video view ads is 1 to $3. And depending, some of you might be in larger markets. So if you're in a, you know, a larger market, you might be doing $5 a day. These are cheap. And what these are doing, by the way, these aren't necessarily getting you direct conversions. So don't be thinking for a dollar a day, you're going to get 10 new clients coming in to your spa each month. That is not the purpose of these. The purpose of these is to lift all boats. Okay? So what you're going to start seeing is you're going to be getting more DMs, you're going to be getting more people going to your. Your links, you're going to be having more people Google you. You're going to just see a lift that just starts to happen everywhere. Okay, so that's really cool. And of course, your ads will be retargeting these folks. And so now they're seeing you multiple times. One thing that always bothers me, Daniela, and I hope I can change a paradigm really quickly here, is a lot of folks will say, oh, but you know, I don't want to be running too many ad types because I don't want to, like, bother people in Their newsfeed. It's like, no, no, no, that's the wrong mindset. You or your competitors are going to be showing up in their newsfeed. If I could force Meta, if I could pay Meta 10 times more to make sure that I was the only advertiser that my ideal client ever saw, I would pay it. Because you want to buy up the newsfeed. We call it the button approach. Okay? Buy up the newsfeed. You want to buy up the newsfeed. You want people to think you are the only viable option. You are the best option. You're the number one option. You're the only show in town. And so actually, by having all of these different ad types running, and, you know, the unfortunate thing about the algorithm is it will control and make sure that people aren't seeing too much of you, but you definitely don't want people to see you only once or twice and never again. That's not the impression you want to have. And that's actually not good for business. Funny enough, Facebook stats tell us that people need to land on your landing pages 2.3 times before taking the desired action. That means if you're sending people to a booking page or consultation page, they need to land there from an ad 2.3 times before they make that. That decision. So actually, can you see all of that kind of linking together? You want people to get to those pages more, not less. You want people there multiple times. Not one time. One time is like the lucky one, you know, that you. You capture out of a group. You need people to get there multiple times, which is why we always then recommend following up your advertising stack with retargeting. So. And Daniela, I know you and I have both done this, where you see an ad, you click on it. You're like, this looks so good, but you are picking up a kiddo. You are at a stoplight. Okay?
- [27:11]
Tara
All the time.
- [27:13]
Unknown Speaker
All the time.
- [27:14]
Tara
I'm like, what was I just doing? How did I get. My brain doesn't work after two kids.
- [27:19]
Unknown Speaker
Yes, you were interested, and some of you might even go back to your newsfeed. You're like, oh, wait, I wanted to see that thing. The ad's gone. I know that you guys have done that, right? So this is why retargeting is so important. Yes. This is following folks around and reminding them, hey, you landed here, you clicked on this, you were interested. Go ahead and complete that booking. That's a great thing because most of us are scrolling in the margins of our lives. We're standing in line at the grocery store. We are, you know, at pickup for kids. We are do all of these things where we have just a couple of minutes and then you click on it. And I know if you, I mean many of us have many tabs open of things we were interested in but didn't complete the purchase, didn't complete the booking, didn't do the thing because we were just in the margins of our life. So that's why retargeting is the next big thing in our ad stack that is so important. So if you think of, if you just get these three things launched, video views, one to two dollars a day lead gen. This is the most important type of ad. If you do nothing else, this is the only one I want you to focus on which is actually getting leads into your business. Okay. People who are actually interested in booking consultations and appointments. And then you. And that's let's say $10 a day to start. And then we follow that up with retargeting. $3 a day, $5 a day to start is perfect. You can see that this is a very affordable budget to start dipping your toes back in getting results and then as you get results and the natural thing that everybody wants to do is Tara, how do I double this? Double the budget, baby. That's all it takes. And you're going to start seeing that those results start multiplying. So it's very, very easy to build when you do it step by step like this and you start at an easy budget that doesn't stress you out and then you start to increase it as you see results.
- [29:05]
Tara
Now with these, with lead gen ads, would the account have to have a zapier account? Would they have to have a CRM like how is this all, where does the information go? I think someone would, okay, lead gen ads, what do I do next?
- [29:22]
Unknown Speaker
Okay, the coolest thing is that so many platforms now have integrations for these Legion ads. They recognize this was a big thing that Facebook, by the way, these ads have been a feature for years and years and years. I tested them once or twice a year for years and years and years. Total junk. Okay. Like I said, just a couple of years ago Facebook started doubling down on what was happening with, you know, on making lead gen ads better. And I would say they're phenomenal. Now a few caveats there. So yes, number one, you are going to have to have an integration software that will pull the leads into your email follow up system. Okay. So your, your CRM basically. And so many platforms now have Direct integrations. You literally click a button to integrate, you're going to select the campaign and boom, all the leads are just going to magically appear in your CRM. So very, very cool. If that doesn't work, you can use a tool like Zapier, which is about a 10 minute setup if that and that will do the same thing. So it's just a little in between tool that you might need. The other thing that's very important to note with Legion ads, similar to your landing page ads, you have to have a very good, thoughtful follow up system. We have one for all of our clients that they just immediately install it on their account. You have to have a follow up system. You can't just get these leads and expect magic to happen. And Daniela, I know you are big into the follow up, but that is critical for your success.
- [30:58]
Tara
And when you say follow up, you're talking about email sequences. Depending on where this is going into, this can be text, it can be a phone call. You know, you can create these different touch points on the client journey and have an automation that even if the automated piece is an email, you can get a reminder that hey, this lead has received this email and now we need to send them a text message or give them a phone call. Depending on how high touch your practice is, depending on, you know, what your sales funnel actually looks like to get these people in.
- [31:36]
Unknown Speaker
That's right. And we recommend all three. And I know people will get a little bit nervous about phone calls and things like that. Let me tell you, once you do a few, you're going to see it is so good, it's so effective. Even if people aren't answering the phone, that's often not even the point of making the call. It's so that you look like a professional, you know, business that is excited to meet this person and do business with them and to, you know, take them under your wings. So that is often the point of a phone call. It's not even that people are going to pick up. So many people, so many spas will say, tara, I, you know, implemented the system, nobody answers my calls. Like maybe one out of every 10 will answer the calls. And I'm like, yeah, that's not the point. Why don't you take out the calls just so you can see the difference. And those that take me up on that, they're like, okay, that was dramatic. So the point is.
- [32:27]
Tara
Yeah, well, you know, in, as an industry we kind of got away from the call confirmation and you know, with, we're like, oh, well, this can automatically send a text or this can. You can confirm online. But what that's done is remove a touch point. And so it makes our front desk or our providers feel nervous to call. And so as a spa, when you reintroduce that and say, no, we're going to call to confirm appointments, we're going to call the next day after service to check on them and see how they're doing, then it's not going to be weird for them to get a call from you or think that, oh, they're only calling when they want to sell me something or book an appointment. It's. This is just a normal part of our process. We want to talk to you on the phone. And yes, you know, that's. It just makes it such a natural, easy process.
- [33:20]
Unknown Speaker
And it increases that loyalty, which we know translates into lifetime value. People start to feel more comfortable and they feel a human connection. You guys, in a world of AI, trust me, that is the new frontier relationship marketing. Establishing that human connection early and often throughout your customer journeys. That is a differentiator.
- [33:43]
Tara
I love that. Okay, so what do we. We've got a webinar coming up.
- [33:49]
Unknown Speaker
Yes.
- [33:50]
Tara
You want to tell a little bit about the webinar and then we'll kind of wrap this up, do a quick recap. Because I've got these ads written down here, and I feel like people are gonna, if they're listening when they're driving or listening, like, I want to give another opportunity to say those four types of ads because I think it's really, really valuable to just put that, you know, 3 to 400 budget to start off with, start seeing the results. Because if we disappear, your clients will disappear as well. We've got to put ourselves out there and really do the work to be seen. And if we think back to, like, what happened during COVID the people that were online all the time, like, posting things, those were the people that actually did incredibly well. And it goes back to that relationship marketing as well. They were building real connections and showing up consistently. So we want to, we want to keep that. That's one of the good things that came out of COVID is the, you know, understanding the importance of the human connection. And I think we're just kind of seeing that in a new way in today's world.
- [34:59]
Unknown Speaker
100%. I couldn't agree with that more. And so you and I, during our training, we're going to go into this framework quite a bit more. So we'll list out all the details of, you know, we Talked about video view ads, lead gen ads, ads that go to a landing page, the difference between the two and how to utilize them. Messenger ads for those of you that want to get even more creative and be more on the forefront of, of what's really doing very well right now. And then, of course, retargeting. So we're going to go into that framework. We're going to show you the ins and outs of it. I know a lot of times when I'm describing it, many people are hoping for a visual. So we're going to give you all the visuals on that and some really cool bonuses that you can implement right away. We're also going to talk about some of the mistakes that advertisers make over and over again on their ads, which just increases the price of your ads and doesn't give you better results. So if you're ever like, I tried ads, I wasted hundreds or thousands of dollars on them, trust me, it was just a flip of a few buttons that would make all the difference. So I'm going to show you exactly what those buttons are so that you don't make the mistakes that so many advertisers make in thinking they're advertising, but they're not really doing anything that's going to produce results. So we'll go into all of that and we're going to talk a little bit deeper about budgets and how much you need to spend. Exactly. So depending on your revenue and things like that. So it's going to be a really, really cool webinar workshop. I think we're really excited, Daniela, to share all of this with everybody.
- [36:40]
Tara
And I just want to, you know, Tara, you and I have done trainings over the years and I think it's really important. Even if you have been to one of our trainings before, it's a new year, things have changed, things are different. And that's just like in the spa industry, how we can continually go to trainings and things are continually evolving. It's the same thing in the ad space. So we, you know, Meta has new updates. There's different strategies that we're doing. Just because something hasn't worked in the past doesn't mean that it's not going to work now. And the great thing is, is that you can do this and have the opportunity to get in front of more potential clients and or patients for just a few hundred dollars a month. So I really, really encourage you. If you're saying, what do I do now? What do I do next? How am I going to get new people in. Really encourage you to test this out. Now that we are through the election year, we're, you know, all the, the uncertainty, all that stuff that we were worried about in 2024, it's a new year, it's a new time.
- [37:47]
Unknown Speaker
I completely agree. So should I share how to go to register for that workshop?
- [37:53]
Tara
Yes.
- [37:53]
Unknown Speaker
Okay, so if you go to morespa clients.com morespaclients.com you will see Daniela and I there ready to greet you on that landing page and you'll be able to register. So just pop in your name, your email, and if you want SMS reminders, you can pop that in too. And then we're going to take you through that process and it is going to be so, so cool. Like, you are going to learn so much on this workshop and trust me, you might even want to bring.
- [38:24]
Tara
I always learn. I always learn.
- [38:25]
Unknown Speaker
Yes, yes, bring a team member. If you got a partner in your business, bring your partner. I mean, like what, Whatever, you know, you feel would be helpful for. Sometimes I feel like I don't want to just be the one to learn it. I want my front desk or whoever might be running social media or advertising.
- [38:41]
Tara
Yeah, it's hard to explain secondhand, like, oh, I think we should do this, but I don't remember what that.
- [38:46]
Unknown Speaker
Exactly. Exactly. It's going to be very rich and full of wonderful information that you'll be able to take and implement right away. So go ahead and register.
- [38:58]
Tara
Love it. Love it. We'll include all the links below this episode. Tara, thank you so much for as always, inspiring us, sharing us, sharing with us, so much knowledge. I love having you on and we'll see you again soon.
- [39:13]
Unknown Speaker
Okay? Thank you, Daniela. So good to be with you.
- [39:18]
Hey, Salt Lake City, I am coming to you on February 17th and 18th for two incredible workshops and I'd love for you to join me there. On the 17th, we are doing a deep dive into your sales process. Start to finish. How are we attracting leads, how we're retaining leads, we're looking at the entire client journey including where to incorporate AI and automation and where human touch points are essential. On the 18th, it's all about team. How to develop leaders that are aligned with your company culture, how to motivate them through compensation plans, how to know who to hire next and when is all covered for both short term and long term goals of your company. Simply head over to the in person events tab on attoesthetics.com to get more information and to register. Hope to see you there.