Most medical and aesthetic practices hire medspa marketing agencies based on the number of leads they’re promised will come flooding in from discounts or flash sales.
As if we should base an entire marketing campaign on price hoppers – you know, the customers who come in to get a treatment with their discount, but you never see again.
If I had a dollar for every time a medspa owner told me, “We hired an agency – got a few bookings, but they never booked again…” I’d have enough money to run a very aggressive retargeting campaign (LOL).
Thinking that more leads automatically means quality leads, and loyal, recurring clients, is the exact opposite of the perspective we should have about incoming clients.
Quality is always preferable to quantity in medspa marketing (and life). You’re far more likely to gain quality, return clients and consistent bookings, when your relationship with your clients is built on trust.
Even though it takes more time and effort, it’s always worth it to build trust with your audience rather than running consistent flash sales and discounts.
Trust-Building In Medspa Marketing Action
What does trust-building look like in your marketing? For our clients, it’s foundation of our Meta ads strategy – to run an awareness campaign that establishes our clients’ expertise, showcasing their aesthetics knowledge to an interested, local audience.
These would include videos featuring their providers, philosophy, services and story. They’re not just about sales or booking. Those ads come into play once they’re learned to trust these medspas.
I’ve said it before in a bunch of videos on my YouTube and Instagram, but I’ll say it again: with premium services – like weight loss, tox, fillers, micro-needling, PRP therapy – you’re asking someone to trust you with the most vulnerable assets in their body. This is typically stuff that they feel self-conscious about.
We need to build trust with these people before they feel ready to, and excited about, stepping through the doors of your practice for one of these (potentially life-altering) services.
Establishing trust with your clients as the foundation of your medspa marketing is what it really takes to book dream patients – without discounting yourself into the ground, draining your budget, losing money on treatments or leaving your front desk arguing via DM with low-quality clients.
Have questions? Let’s talk about what trust-building ads could look like for your medspa!
