Same Story, Different Med Spa: Why Most Med Spas Are Losing Money By Marketing on Facebook the Wrong Way
With most of our clients and customers on social media these days it’s no wonder that getting in front of them there is one of the most effective tools in marketing. That being said, here at 2Ten we often hear the same sad song about marketing efforts that tanked- and ended up costing them a pretty penny or two instead of bringing it in. Whether you’ve just made the decision to market your med spa on Facebook- or you’ve been around the ring a time or two without any success- this is a must-read to save you from headaches and start converting ads to paying customers.
Do Your Homework
First and foremost you have to know your audience. It’s not enough to have services that you THINK they want- you must know their pain points and what drives them to make purchasing decisions.
Once you have that figured out, it’s important to have a basic understanding of how Facebook ads work or you’ll likely find yourself overwhelmed and out of your ad spend in 5 seconds flat. If hiring a marketing agency that specializes in targeted Facebook ads isn’t in the cards, then take the time to do your homework. YouTube videos, Facebook tutorials and simply playing around with the backend of the platform will help you to get a better feel for what you need before you hit publish!
Get Creative
If you’re not willing to get creative with the ad copy, then you probably shouldn’t bother at all. Boring ads = zero connection = potential patients/ customers scrolling right past your ad- and possibly onto a competitor’s page. To avoid this, use colorful imagery, storytelling and ad copy that stands apart from the rest.
Ultimately, it’s your job to give readers a reason to click. And when they do...
Lead Them to the Right Places
Got it? Not to your homepage, not immediately to your contact page- but instead to a place that can add value and give them more of an incentive to connect. Where you lead your audience should directly relate to the ad they clicked on because no one likes being mislead from the get-go.
Another great idea is to set up an ad that works as an opt-in that ultimately collects their email and other necessary data. Armed with this information, you can add them to your email list and touch base with them from time to time regarding future specials or send them through a sales funnel aimed at converting them from leads to real customers.
Have Realistic Expectations
At the end of the day marketing is just like anything else: a great tool that must be used by businesses if they want to stay one step ahead of the competition. With that being said, approach the ad spend with realistic expectations and consider all options before moving forward. If you ultimately make more money by hiring an agency to do the heavy lifting for you, then perhaps it’s a worthwhile investment after all. Social media is becoming a larger part of our lives on an almost daily basis- and when used correctly can be the powerful marketing tool your med spa needs!
Previously published on May 17, 2018