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Catch the Latest Episode of Spa Marketing Made Easy

As a spa professional, one of the biggest keys to creating a life you love is getting more clients in the door. Easier said than done, right? With the Spa Marketing Made Easy Podcast, you can get all the tools you need. Join host Daniela Woerner, licensed esthetician, to get simple, proven strategies for marketing your spa business.

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EP 419: The 2025 Meta Ads Landscape with Tara Zirker

After a whirlwind 2024 (and the wild ride to the start of 2025), you might feel a little scrambled and perhaps a bit anxious about where this year will lead as we navigate economic shifts. 

That’s why I brought back my good friend and personal Meta ads expert on speed dial, Tara Zirker, who will help put your mind at ease about your marketing and how paid ads fit into the picture. 

Tara is an advertising expert with over 10+ years of experience running ads for clients across a wide array of industries and with a variety of budgets. 

She is also the founder of Successful Ads Club, where she has taught thousands of business owners to rapidly scale their revenue through the power of Facebook and Instagram ads.

In today’s episode, we’re talking about the current paid ads landscape, what to expect in the year ahead, how to claim your slice of the pie, and how to set yourself up for ad success. 

Whether you’ve never put a single cent behind ads or you’re a seasoned spa owner who currently leverages them, there are tips and insights for every skill level in this episode!

In this episode, we discuss: 

  • Recent big changes to Meta and how that will affect business owners leveraging paid advertising on Facebook and Instagram 
  • Policies to be mindful of to keep your ads up and running and predictions of what to expect in 2025
  • Tara’s top tips on building a successful ads stack and what stands to be your biggest competitive advantage in the year ahead
  • Utilizing the power of AI in your advertising creative process 
  • The four key types of ads to build into your successful advertising foundation

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community


References Mentioned in Episode #419: The 2025 Meta Ads Landscape with Tara Zirker

*Affiliate Disclaimer: As a strategic partner of Successful Ads Club, if you use our link to enroll, we will earn a commission from your enrollment. At Addo Aesthetics, we only use affiliate links for programs and services we love, trust, and use ourselves!

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EP 418: Assembling Your Unicorn Team with Jen Kem

Hiring a unicorn, or building a whole team of them, isn’t about narrowing in on uber-unique people who possess the “just right” combination of skills to help you succeed in your spa business. 

Actually, building a Unicorn Team is about getting ultra clear on your brand and the values that drive it. 

From there, you’re able to navigate, motivate, and communicate as the Unicorn Leader you are, and thus, rally and lead other Unicorns who want to build your brand with you, too. 

Here to walk us through the foundation of that innovative process is Jen Kem, the author of the new book, “Unicorn Team: How to Rally the Right People Around the Next Big Winning Idea that Changes the World.” 

Named Forbes’ top brand strategist, Jen’s company, Master Brand Media, represents influencers, celebrities, CEOs, experts, specialists, authors and speakers to get seen, heard and paid more through brand management, team optimization and corporate brand collaborations. 

With a focus on the four essential areas for brand success called Brand T.I.M.E. – Team, Identity, Messaging and Experiences – Jen and her team of Strategizers and Mobilizers have advised over 400,000 leaders to grow their brand, expand their businesses and lead teams who “get” their mission and follow-through on their vision. 

In her upcoming book, “Unicorn Team,” she outlines the frameworks for everyone to leverage the concept of Brand T.I.M.E. so that they can make the next level impact they know possible.

In this episode, we discuss: 

  • Why your team is a critical piece of the entire brand experience you’re building (yes, solo aestheticians, this applies to you, too!)
  • Overcoming your team-building objections and embracing your own unicorn role in boosting your confidence as a leader
  • Donkey vs. unicorn behavior and getting clear on what you’re looking for in your unicorn team members 
  • Crafting a team and process that are linked to your values and brand, and support your path to sustainable scaling

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #418: Assembling Your Unicorn Team with Jen Kem

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EP 417: Can You Afford to Hire for More Support?

Raise your hand if you’re wearing the majority of the hats and spinning all the plates in your spa business. 

If you’ve raised your hand high, I’ve got no doubt you’ve pondered bringing on more support to help you lighten the load. The question is, can you afford to bring on that support?

In this episode, I’m exploring some of the key considerations you should make when looking to bring on more support, particularly through a VA, and how you can navigate hiring hesitations and hang-ups that are holding you back from getting the support you need to scale to the next level. 

In this episode, you’ll hear:

  • Why hiring doesn’t have to be as big of a leap as you might be anticipating and how to begin dipping your toe in the hiring waters
  • What a VA as is and how you can utilize them to begin offloading tasks from your plate 
  • The initial steps for finding and onboarding your rockstar VA
  • An exercise to get you crystal clear on what tasks and areas you need to recruit support

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #417: Can You Afford to Hire for More Support?

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EP 416: Mindset Hacks for Major Growth

When you have a big vision for your business and loftier growth goals, it can be tempting to put yourself on the back burner as you forge ahead with business development. 

But I’ve got an important thing to share, and while it’s not a secret, it’s not the newest, sexiest marketing tactic, AI tool, or aesthetic equipment/offering that will get you there. 

Nope, it’s all about what’s going on upstairs in your beautiful brain. Mindset, my friend – in this episode, I’m sharing the mindset hacks that have helped me grow year over year as I’ve learned to lean more into them and refine them. 

If you’re determined to make this year or quarter your best yet, start with what’s in your head. Let’s get into it!

In this episode, I go over: 

  • My path with personal development and the top mindset tips that I’ve utilized while building upon my goals year after year  and recasting my vision as I grow my life and business 
  • Why I believe everything after your first $100,000 year as an entrepreneur is mindset
  • How routines, your health and well-being and your spirituality play into your business and ability to stretch yourself further as you work to build your business

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #416: Mindset Hacks for Major Growth

 

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EP 415: Legal Considerations in the New Year with Keren de Zwart of Not Your Father’s Lawyer

For aesthetic experts and most entrepreneurs, the legal side of business immediately makes shoulders rise and muscles tighten. 

We get it. If all is well and good, the legal stuff is supposed to be boring, and that’s how we want to keep it by ensuring that you’ve got all your legal ducks in a row as we kick off a new year! 

Keren de Zwart is here to help us sift through it. She is the founder and CEO of Not Your Father’s Lawyer, her law firm, which was born from a desire to serve the needs of entrepreneurs and small businesses by replacing the outdated billable hour model with flat-fee pricing. 

With fifteen years of experience in corporate transactions, Keren has worked with every type of business, from side hustlers to raising millions of dollars and taking companies public. 

In this episode, she’s helping us fill in the gaps on everything we need to know from a legal perspective, especially at the start of the year. 

In this episode, we discuss:

  • Your go-to resources for finding legal information specific to your state and why it’s beneficial to have a go-to lawyer or legal resource to ask questions more specific to your business 
  • How to protect your aesthetic practice’s intellectual property (IP) without a non-compete and the legalities around non-competes
  • Keren’s insight on business entity elections and some key questions to consider when deciding what’s right for your business 
  • The importance of having an internal advisory team and who should be on it, plus insights on BOI reporting and other annual reports 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #415: Legal Considerations in the New Year with Keren de Zwart of Not Your Father’s Lawyer

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EP 414: Bringing IV Therapy into Your Aesthetic Practice with Jenn Plescia of IVs by the Seas

The aesthetic and wellness industry is rife with “trends,” and while some may have thought this service would be a flash in the pan, market and consumer data shows that integrated aesthetic and wellness services are here to stay with potential for massive future growth. 

One of those integrated services is IV therapy. While it’s not a service every spa can or should do, it does provide an incredible opportunity for those aesthetic and healthcare practitioners who are equipped to add value to your clientele. Joining me on the mic to discuss IV therapy is my guest, Jenn Plescia, DNP, APN, FENP, the founder and CEO of IVs by the Seas, an in office aesthetics and mobile IV hydration practice in New Jersey. 

Beyond being a successful entrepreneur with an inspiring business origin and growth story, Jenn is a board-certified Family and Emergency Room Nurse Practitioner who received her Doctorate of Nursing Practice (DNP) degree from Rutgers University in 2017, and she has over 10 years of Emergency Medicine and Urgent Care experience. 

Jenn believes in treating patients as an entire entity and identifying the root cause of their healthcare ailments and aesthetic needs so she can help optimize your health and well-being from the inside out. 

Whether you’re someone who desires to or is qualified to bring IV therapy into your aesthetic business, this episode is a great listen for any aesthetic professional as they consider bringing new therapies or equipment into their practice or finding the right businesses to partner with and recommend should your clients be interested in receiving IV therapy. 

In this episode, we discuss: 

  • Jenn’s origin story of how she began offering IV therapy and hydration as a service during the pandemic and how her business quickly took off thanks to connections, referrals and social media 
  • The things every aesthetic practitioner or Spa CEO should know before bringing IV therapy into your practice and why it’s critical to have a close relationship with your medical professional you’re bringing on board
  • The ins and outs of navigating potential emergencies and how this informs hiring and team-building decisions 
  • Why Jenn prioritizes digging into the science of her client’s lab work and the importance of tailoring IV treatment plans 
  • Plus, Jenn’s insights on profit potential, crafting an incredible client experience and aesthetic atmosphere, and key legalities and liabilities to consider

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #414: Bringing IV Therapy into Your Aesthetic Practice with Jenn Plescia of IVs by the Seas 

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EP 413: 6 High Profit Spa Services for 2025

This year has been challenging for many spa owners and aesthetic professionals. Given economic uncertainty and market trends, we will likely have another challenging year ahead. However, there’s still plenty of opportunity to tap into and ways to get creative so your business can thrive. 

Remember, some of the most long-lasting, iconic companies have been built during economic downturns. While it may feel like an uphill climb, keeping the course and working to prioritize profit can yield fantastic results and growth. 

In this episode, I’m going to provide you with six high-profit spa services you can leverage in 2025 and beyond. These services provide you with plenty of profit margin so that your business can stay stable or grow, even if you experience seasons of slowdown. 

In this episode, you’ll learn: 

  • The booming growth of new sectors within the aesthetic market and how you can harness them as a medical spa
  • How to build recurring revenue into your services and creative ways to build in more add-one service revenue and boost retail sales with your service offerings 
  • Key cost considerations as we move into 2025, as well as tips for targeting new demographics

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #413: 6 High Profit Spa Services for 2025

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EP 412: The Power of Personal Brand Photography with Brianna Shrader of Shy Heart Studios

Social media success thrives off of authentic, real-time content. 

Still, a business owner building a brand needs an extra edge of professionalism and polish than your everyday social media user or influencer. 

You need to showcase your space and services and tell a story that emotionally resonates with your ideal clients so they can easily decipher whether you’re the expert to help them achieve their goals. 

 So, how do you do that? One piece of the puzzle is crafting the right visual narrative, which I’m discussing with my guest on this episode, Brianna Shrader. 

Brianna isn’t just the creative visionary behind Shy Heart Studios, a leading Orange County photography powerhouse; she’s a testament to resilience and the power of reinvention. 

After pivoting her photography to focus on personal branding during the pandemic, Brianna found a new era of success for her studio that has helped her grow her team, revenue, and impact. 

With a relaxed, fun-filled approach that allows clients’ true personalities to radiate, Brianna’s talent transforms fleeting moments into treasured heirloom artwork, with her authentic images reflecting the heart and soul of countless families, couples, and brands.

In this episode, we discuss: 

  • Why Brianna made a business pivot into personal branding photography and how this area of photography is different than your standard portrait session
  • Showing up on social media with your content topics and your visuals as a business owner vs. a typical social media user 
  • What to expect when working with a photographer for branding photography and the process of capturing visuals that will get you an ROI and how to measure it

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #412: The Power of Personal Brand Photography with Brianna Shrader of Shy Heart Studios

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EP 411: Save Thousands on Your Spa’s Credit Card Processing Fees with Tippy

No matter what the tides of business may bring or the economy’s fluctuations, finding strategic solutions that allow you to expand your spa’s margins is always something to explore. That’s why I’m so excited to dive into the power of Tippy with you on today’s episode! 

Together with Tippy sales team manager Marci Zerbe, we’re diving into all the details of how the Tippy platform and variety of products allows gratuity-based industries such as spas and salons to save BIG on credit card processing fees (we’re talking savings of $20-, $30-, and $40,000 per year) as well as bolster their team retention along with a host of additional benefits. 

 

 

 

 

 

 

 

Whether you’re looking for a fast-tracked way to shave thousands off your annual business expenses, or tipping has been a touchy issue in your business due to “tip creep,” you won’t miss this episode!

In this episode, we discuss: 

  • The key benefits of bringing a tool like Tippy into your business beyond the obvious (i.e., significant savings on credit card processing fees)
  • How Tippy helps do the heavy lifting during tax time and makes running reports simple and easy 
  • The 101 of how Tippy works to save you on fees and how their platform solutions naturally help build tipping trust with your clientele
  • A special deal on Tippy for Spa Marketing Made Easy podcast listeners!

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #411: Save Thousands on Your Spa’s Credit Card Processing Fees with Tippy

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EP 410: Launching and Selling More Retail Through Events with Emilie of Team Addo

Whether you’ve dabbled with hosting events in the past with varying degrees of success, you’ve got your sights set on hosting more events in 2025, or you think events aren’t the right fit for your business (I’d like to challenge you on that belief 😉), this episode is jam-packed with insights from Team Addo coach Emilie, who generated $150,000 from mini events this year including an $8K in one day retail launch. 

If you’ve never had the pleasure of being on a coaching call with Emilie or catching one of her live trainings within our Addo programs, let’s do a quick intro! 

Emilie Drolet is a licensed aesthetician with a bachelor’s degree in communications who has been working within the beauty industry for over 10 years and is leading a successful skin clinic. Her mother started the legacy business in Ottawa, Ontario, Canada, over 40+ years ago.

Emilie is a wealth of knowledge, full of insider Spa CEO insights, and just a joyful person to be in the company of — I know you’ll get so many golden nuggets out of this conversation with her! 

In this episode, we discuss: 

  • The big picture overview of Emilie’s event success so far this year and how bringing in private label to her spa’s offerings and utilizing virtual events factored into her spa’s success 
  • What she did to make her events a success, including her marketing timeline, reach out, and seeding, plus how she made it through marketing the event without having product on hand until the day of! 
  • Emilie’s mindset tips for hosting events that meet your goals and a walkthrough of her events strategy 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #410: Launching and Selling More Retail Through Events with Emilie of Team Addo

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EP 409: Team Building: From Chaotic to Confident

Are you tired of putting out job postings only to get candidates who don’t fit the bill for your company’s needs or culture? 

Frustrated from frequent turnover that costs your company more than bringing in more hands to help? 

Have you heard all the horror stories from other spa owners and feel scared to move forward on scaling with a team? 

Fear not, ambitious aesthetic pro—team building does not have to be a scary process or one that requires a ton of trial and error to get right. It’s all about having a clear pathway and process to follow. 

In this episode, I’m giving you the keys to unlocking not only your mindset around team development but also the numerous processes that comprise it. 

This will help you get crystal clear on how to begin building your dream team or transforming your existing team into a well-oiled machine of rockstar employees who are invested in your vision and passionate about putting in the work. 

In this episode, we discuss: 

  • The mindset of “who, not how” and how this book and framework shifted my entire perspective on building a team, both personally and professionally
  • Understanding your relationship with time, where it goes, and how that aligns with your vision is paramount to putting the right people in place for your team
  • Typical team building and development struggles and how to overcome them before they begin 
  • My top tips for getting clear with your employees and crafting processes that communicate expectations and roles 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #409 – Team Building: From Chaotic to Confident

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EP 408: Authenticity and Spa Social Media Success with Dr. Sheila Barbarino, MD

Social media has always been a hot topic within the Spa Marketing Made Easy community — it’s an element of marketing that is ever-evolving and extremely powerful in the ability to grow your business and expand your brand. 

And despite how exciting its potential can be, social media tends to be one of the top intimidating facets of marketing for spa professionals. 

That’s why I couldn’t wait to get my guest, Dr. Sheila Barbarino, MD on the mic with me to talk all about how to take out the scare factor of social media and approach it from a place of curiosity and authenticity that will attract your ideal clientele and get them bought into *you* before they even enter your doors. 

If you don’t know Dr. Barbarino, she is a world renowned, award winning, board-certified oculofacial plastics and full body cosmetic surgeon who is best known for her comprehensive, natural results approach to both nonsurgical and surgical procedures for all body and skin types in her practice, Barbarino Surgical Arts.

Outside of her practice, Dr. Barbarino is also a world-renowned lecturer, teacher, and trainer at medical symposiums who focuses on cutting edge technology and new innovative techniques. 

She is an exceptionally sought -after key opinion leader in our industry, serves on multiple advisory boards, published author of over 15 peer reviewed publications, and is a busy surgeon with patients who travel from near and far for her expert opinion.

In this episode, we discuss: 

  • How your practice benefits from exuding personality through your brand and social media and how to bring the multifaceted nature of your personality to a professional social account 
  • The benefits of being on social media to attract your ideal client and creating community through content
  • A peek into Dr. Barbarino’s content creation process with her team 
  • Letting go of judgment and approaching social media marketing with curiosity and fun

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #408: Authenticity and Spa Social Media Success with Dr. Sheila Barbarino, MD

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