Transcript
A (0:00)
Foreign welcome back to part two of Marketing Month. Right here on Spa Marketing Made Easy. I am Daniella and I'm back again with Lucy, our marketing manager here at Auto Aesthetics. Now, in part one, we talked about the foundational documents that every spa CEO needs when you're going to be incorporating AI into your business operations, your company bio and your ideal client avatar document. Those are super, super important. So if you didn't listen to part one of Marketing Month, then go back and listen to that, because those are super, super important. Those are going to be crucial for getting your marketing to sound just like you so that you're speaking to your ideal client. Now, today, we're actually going to take that foundation and show you how to use it strategically. Okay? The AI tools that are out there and that are available, they can cause shiny object syndrome to those spa owners who are on this path of experimentation with me, who are out there testing the different AI tools and seeing what is available. And it's honestly like every two months, there's something new and exciting that you can do. And it's really, really important to not get shiny object syndrome with AI tools. Okay? We've seen how that doesn't work with devices and equipment, and we've got to stay focused on solving the specific problems in your business and using AI to do that faster and more effectively. Okay? So we don't want to incorporate everything that we can with AI just because we can. We want to look at what are we trying to achieve. What problem do I have in my business and what can AI do to make me get more time or get more money effectively in the business? All right, so in today's episode, Lucy and I are gonna walk through how to identify the real problems in your marketing and your lead generation, how to use the data to understand what's working and then choose what AI tool is gonna help you solve those problems. Okay? So we're diving into one of our favorite lead generation tools, and we're talking about how we have been using this to with our own lead magnet. We're using our growth factor, the digital version of our Growth factor magazine, which has been working really, really well for us. It's a high value piece of content. We don't hold anything back. Right? We're giving so much incredibly valuable information away so that we're setting the stage of, like, who we are and what we're about to build that first impression with our potential clients. All right, so I'm going to let you go ahead and listen to part two of Lucy and I's conversation for Marketing Month, I hope you enjoy.
B (3:05)
Just before recording this, I was wrapping up a call with our Growth Factor Elite Beta members and we do a lot of AI inside of that program. We where it's a lot and today we were talking about these different tools and it's very easy. In previous years, estheticians would get shiny object syndrome because of the latest technology that has come out. And oh, if I buy this device, then it's going to make me make all of this money and make all of my problems in my business go away. And now there's so much talk and pressure and all of this stuff around AI that it's very easy to be like, oh, well, I'm not using that tool or should I be using this one? Or should I be using, you know, like, what should I be actually doing? And so we had this like, zoom out conversation and I was like, look, you have your ICA doc, you have your company bio. What we need to do first is understand what is the biggest problem you're facing in your business right now. And almost all of them said leads. And you know, I need to make sure that I have lead flow. And you know, it is really important to understand like, do you have a lead flow problem or do you have a retention problem? So we're first understanding that. But because there has been, there are, there have been a lot of changes, a lot of shifts. What we're seeing is the patients or clients who used to come, come in monthly are now coming in every six to eight weeks. They're, they're kind of spreading it out a little bit in, in different areas. And so clients are need or spa owners are needing to get more clients than they used to have to have to ensure that they have that 80% booking and they're still doing well, they're still booked, but they're just seeing that they need more people to keep their capacity up to the same. So we have this document inside of Growth Factor Elite. It's called your client Acquisition Cost Tracker. And essentially what it does is calculate the cost that it takes to acquire a new client. So every month you're writing down, you know, how many new leads come in over the course of the month. And did they come from SEO, did they come from social media, did they come from word of mouth, did they come from a strategic partnership or were they a walk in? Right, we're looking at these different things and I used to teach, you know, just grab a notebook, write it down. If you don't have this tracker this is the easiest way to do it is just have a notebook next to the front desk and, and have three columns on the side. One says SEO, one says social, one says word of mouth. If you have a lot of strategic partners or if you're in a storefront that you have walk ins, go ahead and add those tabs there. But you just write the name and you check the box of where they're from. And every month you review that and you see what is the trend of where are most of my clients coming from. What our tracker does to make it such a powerful tool is it's going to break down. You're going to put in the amount of money that you spent on SEO, if any, the amount of money that you spent on social media, including payroll, cost of people that you're paying to create content for you, even if you're not spending money on ads, right? And so we're looking at that and saying, okay, well it's costing you this amount to get a new lead in from social, it's costing you this amount to get a new lead in from SEO, or it's costing you this amount to get a new lead in from referrals. And the cost would be if you're offering any sort of complimentary treatment to one of your guests to invite somebody else in. So the consumable cost of that would go there. And what that does is give us data. So most of them were saying that the majority of their new leads were coming in from Google. And so I said, okay, so now we know the problem that needs to be addressed. We need to look at how do we improve SEO on our, our website. And I said, how many of you have put into ChatGPT, please scan my website and tell me how I can optimize it. How many of you are doing blog posts every single week? How many, you know, like we're going through and we're saying these are, these are use cases where you can first understand the data, right? Like you've got to understand the problem that you're trying to solve. And then you need to then say, how can AI help me to do this faster? What other, you know, you, for our marketing meeting every week, you're obviously going through the stats and then kind of giving me the updates. What do you think for you as a marketing manager has been the most important stats to keep an eye on?