Effective Online Marketing, Part II

Effective Medspa Online Marketing Part 2

by Ryan Harris, Director, Medspa Marketing Institute

This is the second post in a 3 part series on effective online marketing.

If your website is not capturing your site visitors contact information, you are making a critical mistake. After all, most visitors to a medspa website will NOT book an appointment right there and then, unless the site visit is coming at the tail end of a very strategic marketing strategy, and you?ve put an irresistible offer in front of their face.

But for most websites, visitors are there because of the results of a search engine (Google) search looking for a particular spa, a spa in their area, or a medspa in their area that offers a particular treatment that they are searching for. If your website is the one that they find, there is a very good chance they will poke around your site for a minute, then leave. That is because it is very difficult to make an online sale in a single visit.

You must ?court? your potential patients, build a relationship with them, and market it to them over time, with some kind of ?drip? marketing campaign then gives them more information about the treatment they were searching for in the first place, and why you are the medspa they should choose to get it.

And the only way to do that is to capture their personal contact information by putting an opt-in form on your site. When they fill it out, they will go into your prospects database. Let the courting begin!

But wait, why will they fill it out, you ask? The answer is that they won?t unless you give them an incentive. You must offer them some kind of (perceived) valuable incentive for doing so. A free report, free samples, an offer of a ?special deal available only to our members?, etc. People will give up their personal contact information all day long as long as they feel they are getting something of value in return.

So come up with something valuable, and offer it on your site, but only after they fill out the opt-in form. It?s that simple. The ?autoresponder? list building services such as ?Aweber? that provide this are very moderately priced. This only costs about $20 bucks per month to build a prospect database.

What you do next to convert them from prospects to patients will be the topic of the next post in this series. Until then, think about ways to establish a long-term relationship with your prospects, and what kind of offer you can make to get them calling to book an appointment.