Despite the technical mumb-jumbo, marketing your business online is not complicated. If yours is complicated,, then it’s time to rethink your online marketing strategy. It doesn’t matter whether you are a medspa or a car dealer, you can use online marketing to effectively boost your business. I have consulted with hundreds of business over the years, and the prevailing issue that I come across again and again is that business owners start spending money on their website and online advertising without having a solid goal in mind. Begin with the end in mind, and work backwards from there. You cannot have any hope of succeeding if you don’t have a specific, measurable goal for your online marketing efforts.

There are only two real functions of online marketing, and chances are good that your current website accomplishes neither. If so, you are wasting money. The first function is lead generation - new patients / clients coming to your business ready to hand over their money in exchange for your services.

The second function is to market additional services to you existing patients. Now in this sense, I use the term “marketing” loosely, because marketing to existing clients usually resembles educating them. Educating them about your services, offerings, advantages, strengths, and doing it in a way that makes them ready to come in for more. Does your existing website truly educate people?

One of the main principles we share here at the Medspa Marketing Institute is the concept of the marketing funnel. The marketing funnel is your lead generation system, and it’s a series of marketing steps that turns prospects into patients. The second major system we teach ids the patient profitability pyramid (PPP). The two go hand in hand. You get new patients into the business via a well thought-out marketing funnel. Then, once they become patients, you use the PPP to get them back into your spa or practice, buying additional services - ideally more expensive services.

Your website and online marketing efforts are a component of both of these systems, but a single website cannot fulfill both. So , you may need to entertain the idea of having multiple websites. One for your lead generation efforts, and another to support you patient profitability pyramid. That may sound like a lot of work, but it’s really not, it just takes a bit of planning, and being strategic with your marketing efforts.

The next installment in this series will discuss how to create websites (or modify your existing sites) to effectively generate leads, or get your existing patients spending more money.

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Spa Marketing