THE CHALLENGE: OBTAINING HIGH-QUALITY MEDSPA LEADS
One of the biggest challenges that medspa owners face when starting their business is generating high–quality medspa leads that convert into high-ticket patients. It can be tough to grow your aesthetics business if you do not have an organic method to do this consistently and predictably, and leads to medspa owners constantly riding that “revenue roller coaster”, not knowing if your going to get 10 clients this month, or 2 clients the next. This is a common problem in any industry.
But even if we do get medspa leads, it still has to be the right kind, right? Truthfully, anyone can put an offer on Groupon, heavily discounting their services, or post a medspa facebook lead ad and get tons of leads. These leads though are generally not the best quality – leading to “one-off” clients, and “no-shows”.
There are two main ways to increase your medspa’s lead quality:
- Create an offer that is compelling but doesn’t devalue your business
- Create friction in your medspa funnel
INCREASING THE QUALITY OF YOUR MEDSPA LEADS
NOT ALL SOURCES ARE EQUAL...
While you can get medspa leads from different sources, not all sources are created equal!
Generally your highest quality medspa leads are going to be from Google – due to the fact that someone is urgently looking for a solution to their problem. Think of the last time you had a leak or a clog and had to call a plumber…It would be pretty dumb to scroll through social media until you found a plumber ad to fix the problem. Google works especially well for these type of emergency services.
But being in the aesthetics space, there usually isn’t an emergency need. This is one of the many reasons why medspas and estheticians can do especially well on social media as compared to Google from a price per lead point of view. It’s also a very visual platform, and the highest percentage demographic that goes to medspas hangs out on Facebook/Instagram.
CREATING AN "OFFER THEY CAN'T REFUSE"
It’s all about finding the right balance here – on one hand, we need to have an offer that is compelling, otherwise there’s no reason for our prospect to take action. On the other hand, we don’t want to bring in clients that just want to take advantage of our offer and our business. I am not going to go into offer creation here but some ideas here are:
- Seasonal/Holiday Discounts
- Something FREE
“Creating an offer that is both compelling but doesn’t devalue your business is the key here. Keep this in mind when developing your Facebook or Instagram medspa ad.”
By creating an offer that doesn’t devalue your service (anything >50% discount is usually a red flag) you weed out the people that are only looking for a good deal. Let them use their Groupon’s somewhere else!
CREATING "FRICTION" IN YOUR PROCESS
When creating your funnel or ad, you need to be sure there is some friction throughout the process. More friction means a higher-quality lead, but also less leads.
WHAT IS "FRICTION"
Friction – the force that resists relative motion between two bodies in contact (Merriam Website Dictionary)
Here is a quick example of friction…
Have you every had a survey pop-up offering you $10 to complete it? The offer seemed compelling, $10 for 2 minutes of my time? Why not? There’s 10% of my daily Amazon shopping money…
You go through 1 question, then 2, then 3, then 4, until….
50 questions in and 20 minutes pass…
You came in as an object moving full speed towards that $10 giveaway, then each question was a tiny bit of resistance towards that $10. After about 50 questions, you have slown down so much that you didn’t even finish the survey and lost 20 minutes of your time. Maybe .1% will actually complete the survey and get their payout.
Now that is an extreme example, but the same point goes for your posts and ads.
CREATING YOUR MEDSPA LANDING PAGE
Your funnel needs to have enough friction to weed out the prospects “looking for a quick deal” but compelling enough to get higher-quality, more interested prospects through to give you their information. There is an art and psychology behind building an awesome landing page, and some awesome resources online for this. I really like these gym landing page examples. Gyms and medspas have a lot of similarities between their offers and challenges, and these gym landing pages can be tailored to your offer or service.
AVOID MEDSPA FACEBOOK LEAD ADS WHEN POSSIBLE - FUNNEL IS KING
Medspa facebook lead ads are a quick way to get tons of leads. The problem is that these leads tend to be “lower quality” and have to be nurtured a lot more, are unresponsive, and ultimately take more time. They have their time and place though when it comes to collecting data on your ideal client and testing the market in the beginning. But, if your looking for high-quality medspa leads for the long term, that convert into actual medspa APPOINTMENTS and sales consultations, try to move away from aesthetic lead ads sooner rather than later.
IN CONCLUSION: FIXING YOUR MEDSPA LEAD GENERATION PROBLEM
If your having trouble generating leads for your medspa or aesthetics practice, I would take a look at your current offer.
If your lead quality is low and your getting a ton of volume but not a lot of appointments, I would look at your funnel’s friction or tell your marketing team to inspect this.
To summarize your medspa landing pages should:
- Make sure the page is simple: KISS (keep it simple stupid)
- Make sure the form is visible on the page load and one of the first things the prospect sees
- Colors can make a huge difference
- Lead ads have virtually no friction – users just click and Facebook autofills their details into the ad
- Due to this, the quality of the leads go down tremendously
- Tends to need more nurturing and time dedicated to each lead for follow-up and reschedules
- High volume – low quality