UNLOCK
NEW CLIENT
OPPORTUNITIES
WHAT YOUR WEBSITE IS MISSING
& HOW TO FIX IT
BUSINESS OWNERS ARE CONSTANTLY
STRUGGLING WITH HOW TO STAY AHEAD OF
THE CURVE WHILE MANAGING THE DAILY DUTIES
OF RUNNING A COMPANY.
DAILY STRUGGLES FOR
THE BUSINESS OWNER
The only thing certain about marketing is
that it’s always changing. From design trends to how consumers react to different
marketing methods, business owners are constantly struggling with how to stay
ahead of the curve while managing the daily duties of running a company.
This burden is exponentially greater on small- to medium-sized businesses that don’t
have the resources to hire an internal marketing director and/or department.
If you’re one of these owners, chances are you’re frustrated with spending money
on various methods of advertising/marketing with little to no return. Don’t worry—
you’re not alone!
Imagine Sarah, a 37-year-old dermatologist who opened a medical spa after years
of being overworked at a clinic. Her spa currently has a small, loyal client base, but
in order to keep up with the costs of running her business and maintaining expensive
medical equipment, she needs to expand her customer base. Sarah and her staff of
three aestheticians have tried various marketing methods, from blogging to direct
mailers to even a billboard, with little to no return. She knows she needs to rethink her
marketing strategy to address the following hurdles:
Trouble with getting the word out about her business
(she currently relies a lot on referrals)
Constantly in need of new clients (52% of spas report their biggest
challenge is getting and keeping clients)
Doesn’t have the time or resources to run a comprehensive
marketing campaign
Frustrated her current marketing efforts aren’t working
D O ANY OF TH E S E
FRUSTRA TI O NS
S OUND F AM I L I AR
If they do, you’re in the right place.
Before Sarah spends any more money on marketing, she needs to formulate
a plan that focuses on her ideal client, or persona.
Any effective marketing strategy begins with understanding your persona. It’s not
enough to know a few qualities of your ideal client—you need to do some research
and determine their specific demographics. Things like age, location, gender, and
socioeconomic status are great places to start. For medical spa owner, Sarah, let’s
consider Karen:
KAREN
40 +-
70k
LIMITED
REPUTABLE SPA
MOBILE
AT A GLANCE
AGE
SALARY
SCHEDULE
WHAT SHE
WANTS
HOW SHE
SEARCHES
Karen is a 40-something working mother who is looking for non-surgical ways to keep
her looking young. Whether it’s laser hair removal, microdermabrasion, or even
Botox®, Karen wants to find a trusted, reputable medical spa in the Denver area
she can rely on. With a $70,000 annual income, she can afford to find a spa with
high health and safety ratings, and a team of friendly aestheticians with an expert
managing physician. Due to Karen’s busy schedule, she does most of her research
on her phone and actively keeps up with beauty/health trends and blogs.
Now Sarah knows about Karen, but does Karen know about Sarah?
Considering awareness is one of Sarah’s biggest obstacles, she needs to determine
the best methods for getting the word out to people like Karen.
O N L INE MARK E TI NG
Online marketing means what you would expect it to mean: targeting potential
customers through online platforms. Often mistaken for SEO, online marketing is much
more than getting people to click on your website via a search engine.
FORMS OF
ONLINE
MARKETING
Analytics
Email
Forms
Surveys
Social Sharing
Keywords
Paid Search
Blogs
Workflows
While Sarah is blogging and is semi-active on social media, she still isn’t seeing an
influx of new customers. She even had her website optimized, which has helped her
get more website hits, but not much else. She is getting frustrated with all these new
web viewers who aren’t turning into customers.
Sarah is running into a problem that most medical spa owners face. She is doing all
the right things to get people to her website, but nothing beyond that. While having
an easily discoverable website is crucial for search engine success, it’s only the first
step in the conversion process.
THE CONVERSION PROCESS
In simplest terms, the conversion process consists of all the things you do to turn
a web visitor into a customer. For Sarah’s purposes, she needs to focus on the
first two stages: Attract and Transform.
ATTRACT
While Sarah has seen a recent influx in web visitors and search engine ranking,
these numbers will not last unless she develops a content strategy. She needs
to produce content that will specifically interest Karen, and promote that
content in places Karen will find them.
Sarah needs to continue blogging, but on a more consistent schedule. (A
good starting point is one post per week.) But no matter how good these blogs
are, if they aren’t optimized, Karen won’t find them.
Optimizing a blog post is similar to optimizing a website; in order to rank well,
search engines need to know what each page is about. Knowing this, Sarah
needs to put a few relevant and specific keywords throughout her article
(as well as in the title, meta description, and any image alt tags) in order for
search engines to accurately rate and rank her posts.
Once she has written and optimized her blog post, Sarah is ready to publish
her content for Karen to find. While posting the article to her blog will attract
Karen when she’s browsing search engines, there’s a second way to maximize
the chances that Karen will see Sarah’s content: social sharing.
Social sharing is a great way to promote content in conjunction with
optimization. Sarah already has a few social media accounts set up for her
medical spa, and is familiar with the platforms. Clever social posts mixed with
hashtags and a link to her latest blog will give Sarah’s website even more
exposure, and will boost her credibility as an expert in her field. As an avid
social media user, Karen will appreciate a strong social presence.
But blogging isn’t the only form of content Sarah needs to focus on. Things like
infographics, podcasts, videos, and ebooks are more robust pieces of content
that will help transform casual blog readers into customers.
TRANSFORM
Now that Sarah has implemented a consistent blogging and social sharing
regimen, she is ready to step up her content development game. She decides
that a series of infographics on the products and services her medical spa
provides would be the perfect place to start. But these infographics won’t be
shared like her blogs—they’ll be reserved for those willing to disclose some
personal information with Sarah and her team.
S O WHAT DOES K AR E N
H A VE TO DO TO S E E
T H ES E INFOGR AP H I C S
CTA
After landing on a blog post, Karen will see a call-to-action (CTA) button, highlighting
the infographics. These buttons can come in a wide variety of shapes and colors,
and can include a paragraph or just a few words. Because Sarah has Karen in mind,
her CTA is small and simple, and will look nice on the phone screen Karen is most
likely using to view this post.
Once Karen clicks on the CTA, she is directed to a landing page. This page has
a brief description of the infographics with a form asking for her name and email
address. Still interested in the content, Karen enters in her information and is directed
to the infographics.
Gating this content behind a form allows Sarah to collect valuable information about
people like Karen. Equipped with her contact information, Sarah might consider
sending Karen an email with another piece of content she might be interested in, or
maybe a personalized coupon for a free consultation. No matter what she sends,
maintaining contact with Karen is a crucial way to build a relationship even before
Karen is a customer.
Having a comprehensive online marketing strategy is the most effective way to turn
those web viewers/blog readers/social followers into clients. So what are you waiting
for? Don’t let Karen get her Botox® elsewhere.
attract visitors >
close customers >
400 S Colorado Blvd. Suite 380
Denver, CO 80246
create fans
P 303.771.5675
watermark.agency