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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 081: Uncovering the Science of ALASTIN Skincare with Nai’a Bradshaw

When my dear friend Nai’a, who is my guest on this episode, sent me some products from the new skincare line she began working with, I was excited…

I know anything she loves and represents will be something I’ll also love, but guys, this brand has blown me away.

See, I’ve consulted with a number of the top physician dispensed skincare brands, so I’ve got products galore (not a bad problem to have), but it can also be hard for me to pick true “favorites.”

But after trying ALASTIN, I’ve got favorites. That’s right, plural, multiple favorites.

In addition to having fantastic everyday use products for your day to day skincare regime, the products that have been formulated to work with specific treatments such as CoolSculpting, bring this brand to a whole other level, which is why I wanted to bring Nai’a on the show.

Together we dive into the science behind the brand and the story of how it all got started, plus how ALASTIN Skincare’s products can elevate the results you’re helping to achieve for your patients and clients.

In this episode, you’ll learn:

  • Nai’a’s journey from aesthetician to becoming a product rep
  • The origin story of ALASTIN and why the founders set out to carve out a new market within the world of medical grade skincare
  • A breakdown of the various ALASTIN product lines, the science behind the products, and how they coincide with treatments being offered at various practices
  • My favorite ALASTIN products and how you can win one of my favorites!

References Mentioned in Episode #081:Uncovering the Science of ALASTIN Skincare with Nai’a Bradshaw

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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EP 079: The Spa Marketing Keys to Increasing Your Foot Traffic with Stacy Tuschl

 

The 2020 Aesthetic Marketing Seminar is going VIRTUAL! 

Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.

 

[ Click Here To Save Your FREE Spot Today ]

EP 079: The Spa Marketing Keys to Increasing Your Foot Traffic with Stacy Tuschl

Online excitement and engagement are nice, but at the end of the day, the marketing metric that matters most for your spa is…can you guess?

Foot traffic!

If clients and customers aren’t actually making it into your business, your online marketing efforts aren’t going to translate into sales, but then comes the question, how DO you get people to take that step through your door?

Well, that’s the million dollar question.

Literally.

In this episode of Spa Marketing Made Easy, I’m talking with my friend Stacy Tuschl, who in addition to being a business coach, marketing strategist, and best-selling author, also started a local business (a dance studio) that began in her parents’ backyard when she was just 18 and today is a 7-figure business with multiple locations that Stacy still owns and operates.

In this episode, we cover everything from client retention marketing to social media marketing to the crucial pieces of marketing you need to have in place to continuously drive foot traffic through your doors both from new clients and existing clients.

If you’ve been a long-time listener of the podcast, you know that I’m a huge advocate for focusing on keeping clients and not running on the hamster wheel that is constantly having to acquire new clients, which is why I love everything that Stacy is preaching in this episode.

Marketing isn’t solely for the people who’ve never heard of you before; it’s also for the people who have already decided to buy from you and still stand to be a massive source of profit for your business.

Tune in to learn:

  • Stacy’s entrepreneurial origin story and her journey to growing her 7-figure local business empire
  • The one thing she and her team do with every new client at her dance studio and what you need to be doing to bridge the connection between your brick-and-mortar and online presence
  • How to choose what to focus on when it comes to social media and gain visibility using leverage
  • The three points of Stacy’s Foot Traffic Framework and the power of PR and social proof for more sales

References Mentioned in Episode #079: The Spa Marketing Keys to Increasing Your Foot Traffic with Stacy Tuschl

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

The 2020 Aesthetic Marketing Seminar is going VIRTUAL! 

Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.

 

[ Click Here To Save Your FREE Spot Today ]

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EP 078: The Journey of Growing an E-Commerce Empire with Alana and Jared Mitchell

If you’re an aesthetician who has branched out into the world of going solo or opening up your own spa, whether you know it or not, you’ve got the entrepreneurial bug.


And if you haven’t experienced it already, you likely will soon, that having the entrepreneurial bug means big dreaming with endless possibilities.  

Maybe those big dreams entail growing a team or expanding to multiple locations, or if you’re like my guests in this episode of Spa Marketing Made Easy, it could mean starting your own skincare line.

Now I’m not just talking about private labeling some products, although that is a fantastic avenue to explore, especially as you’re starting out with crafting your spa’s retail strategy.

(And if you want to learn more about this, be sure to go back and listen to Episode #048 with my dear friend Nicole Di Rocco.)

In this episode, my guests Alana and Jared Mitchell are discussing their journey of building a successful e-commerce store and launching their own proprietary skincare line that has exploded all the way to crossing the 7-figure mark and continues to charge full steam ahead.

Alana and Jared started as day spa owners and quickly saw the opportunity for potential growth that existed in the online and e-commerce space, so they put their entrepreneurial skills to work and began building their empire.

Tune in to hear about their journey to branching out beyond the treatment room and into the digital realm and how you can take your big dreams and scale them to wherever you set your sights.

In this episode you’ll learn:

  • How Alana and Jared started as day spa owners and saw an opportunity for growth in the area of e-commerce and internet selling
  • Their journey of starting their initial website and how it evolved into Alana’s own skincare brand
  • What Alana and Jared spent the majority of their time on to build their businesses to 7-figures and beyond plus how they manage to balance their relationship, family, and home life with their entrepreneurial dreams and goals
  • The most powerful activities Alana and Jared contribute to their exponential growth and motivation for achieving any dream you set your sights on

References Mentioned in Episode #078: The Journey of Growing an E-Commerce Empire with Alana and Jared Mitchell

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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EP 010: Is Being a Solo Aesthetician the Right Fit for Me?

Maybe you crave the freedom to set your own schedule.

Perhaps you want to have the choice of what protocols and products you use with your clients, or you want all the perks you’ve heard about being your own boss as a solo aesthetician.

No matter the reason, there’s no doubt that operating as a solo aesthetician comes with a variety of benefits, but one thing our industry tends to not shine as much of a light on is the behind-the-scenes.

The reason being: sometimes the behind-the-scenes isn’t as desirable or “sexy” as what you see paraded as the benefits of being your own boss.  

Now don’t get me wrong, these less-than-desirable things don’t make being an entrepreneur any less of an excellent choice, it just makes for one that should be thoughtfully considered before taking the leap into operating as a solo aesthetician.

Why?

Because not everyone is cut out to run their own show or take on the endeavor of entrepreneurship.

That’s why in this episode of Spa Marketing Made Easy, I’m sharing some of the biggest lessons I’ve learned on my path in building a business as well as the key factors you’ll want to think long and hard about before taking the leap as a solo aesthetician.

Here’s what you’ll learn:

  • Why the spa industry lends itself well to branching out on your own using your unique skill set
  • The pros, cons and major lessons you’ll learn as a solo aesthetician
  • And the three questions you need to consider to decide if being a solo aesthetician is the right fit for you, your goals, and your circumstances

References Mentioned in Episode #010: Is Being a Solo Aesthetician the Right Fit for Me?

  • Ready to create your own success as a solo aesthetician? Click here to access a vault of step-by-step marketing strategies, video masterclasses, and more!
  • Read The E-Myth Revisited by Michael Gerber
  • Ask questions, receive feedback and support from fellow aestheticians within our free Aestheticians Connect community.

Help us reach and measure our goal of impacting the lives and careers of 500 aestheticians by subscribing to the podcast and leaving us a review on iTunes!

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EP 011: How to Revamp Your Spa’s Branding

When you hear the word “brand,” does your mind automatically think “logo”?

Well, I’ve got news for you, your logo is not your brand. But don’t worry, I once had the same thought just as little as five years ago.

But as I began to build my business, I began to notice that while, yes, your logo is a visual piece of your brand, your brand as a whole is so much more.

It’s the glue that holds all your marketing efforts together and is the vehicle for spreading the values that you and your business stand for.

Needless to say, it’s crucial that your brand is accurate and cohesive to be effective in drawing in your ideal clients.

In this episode of Spa Marketing Made Easy, I’m walking you through the top three reasons why you need to consistently reassess your branding on both a quarterly and annual basis, and I’m also taking you through the four major components of your spa’s brand step-by-step.

After listening to this episode, you’ll have a clear roadmap for how you can reassess your brand for small tweaks throughout the year as well as an annual revamp if you find that it’s time to make some more substantial shifts as you and your business evolve.

Here’s what you’ll learn in this episode:

  • How your brand cohesively connects your online presence with your client’s in-spa experience
  • Why you should check-in to reassess your brand as often as every quarter
  • The three primary reasons why your brand might be due for a revamp plus the danger of shifting your brand too much, too quickly
  • And the top four facets of your brand that you’ll want to evaluate for clarity, accuracy, and consistency

References Mentioned in Episode #011: How to Revamp Your Spa’s Branding

  • Click here to download the free Brand Revamp Checklist that goes over the four areas of your brand to reassess and revamp throughout the year.
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EP 012: The Must-Have Metrics for Understanding Your Spa’s Growth with Amy Coats, CFO of Scottfree Salons

Early on in my career as an aesthetician, I learned the value of looking to my fellow aesthetic peers in the salon industry as a valuable two-way relationship.

Whether it was forming a referral partnership or developing a gift card marketing strategy, when you serve the same clientele with complementary services, the opportunity is a natural fit!

And from that early realization in the value of working with salon professionals, I’ve always found it interesting to learn about how the salon industry approaches various facets of business such as retail sales and metrics compared to that of spas.

In this episode of Spa Marketing Made Easy, I’m satisfying my curiosity (and getting a little nerdy with numbers) as I chat with salon industry veteran and Chief Financial Officer of Scottfree Salons, Amy Coats, all about the metrics that go into gauging the health of your spa or salon.

Now I know metrics doesn’t seem like the most fun business topic to explore, but as Amy explains, when you understand what you’re measuring, see the benchmark, and have a guideline for growth, watching those numbers go up can become a huge motivator in moving toward your vision for success!

Even if you’re not convinced yet, after listening to this episode, I know we’ll light a little fire under you to crunch the small numbers that can make a massive impact.

In this episode you’ll learn:

  • The most important metrics to keep track of to gauge the health of your business
  • How the standard benchmarks in the salon industry compare to that of the spa industry and strategies for how we can work together to create smart partnerships
  • Why client retention should always be a top metric to measure and ideas for how to keep current clients engaged and connected while simultaneously drawing in interest from new clients
  • How to use your metrics to manage the growth actions and tactics you’re currently focusing on

References Mentioned in Episode #012: The Must-Have Metrics for Understanding Your Spa’s Growth

Join the free Aestheticians Connect community on Facebook where you can ask

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EP 013: 3 Ways to Create Balance as an Aesthetician with Kimberly Spreen-Glick

As service providers, especially aesthetic experts who are inclined to give so much of ourselves to see our clients happy, it is all too easy to neglect our own self-care.

However, as my guest on today’s episode, Kimberly Spreen-Glick, explains, if we don’t fill up our cup first, we can’t expect to be able to provide our clients with the highest level of quality that we’re capable.

With over 25 years in the fitness, yoga and wellness industry, Kimberly has worked as a teacher, trainer, coach, program developer and director and has presented at workshops and conferences all over the world. In 2017, she founded the Make A Difference Academy, an online platform that provides inspired growth for Difference Makers everywhere, and remains a passionate student of life who uses her gifts to help others feel empowered to be themselves, let their authentic light shine and live the life they were meant to live.

In this episode, she shares the why and how behind her three critical steps for cultivating self-care, maintaining presence, and balancing our energy, especially as service providers.

If you find your mind wandering during treatments, feel mentally burnt out by the end of a workday, you’re finding it tough to find inspiration or motivation for growth, or you’re in an emotional rut, I know you’ll find the insights and takeaways Kimberly shares in this episode to be light-giving on a variety of levels, and I can’t wait to hear how it inspires and motivate you.  

Be sure to share those takeaways with me by leaving a review or posting in the free Aestheticians Connect community.

In this episode you’ll learn:

  • The importance of, plus how to initiate a consistent self-care practice
  • What role self-care plays in our businesses in addition to our mental and physical wellbeing
  • Inspiration for how you can fill up your self-care cup that doesn’t require any more than a few minutes of your time
  • Why it’s paramount to our lives and business to maintain a mindset of continued learning and growth

References Mentioned in Episode #013: 3 Ways to Create Balance as an Aesthetician with Kimberly Spreen-Glick

 

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EP 014: Giving Back and Owning Your Role in Supporting the Aesthetic Industry

As aestheticians, I wholeheartedly believe we provide more than just beautiful skin. We’re also healers and confidence creators, so when I heard from one of my guests on today’s episode that 50-60 percent of aesthetic schools have closed since 2009, I was honestly shocked.

I had no idea our industry was experiencing such a shortage of educational avenues, and it got me thinking, “How can we as aestheticians be doing more to support and enrich the community and industry we’re a part of to ensure that it doesn’t slowly die?”

As I pondered that question, one of my guests on today’s episode, Maxine Drake, a leading spa consultant and coach, stepped in to help shed light on the subject and share how she’s giving back and creating educational opportunities on a larger scale.

Along with Maxine, I’m also talking with Malinda McHenry, a veteran aesthetics educator and Co-Owner of Bronzed n Beautiful (among many other notable accolades), about the current state of aesthetic education, the importance of giving back to the aesthetic community and industry, and how we can continue to professionally thrive through education.

In addition to those topics, we’re also talking about the incredible event Maxine is hosting in Hawaii on October 14 and 15, the 2018 Beauty Business Summit!

When you buy your ticket to the Summit, not only are you investing in your professional growth, but you’re also giving back to the aesthetic community since all proceeds from the event will go toward a funding grant for an aesthetic education institution.

I’m honored to have been invited as a panelist at the event where I’ll be speaking on “Retail Selling With Confidence.” I would love to meet you and learn with you there, so get your ticket today!

During this episode you’ll learn:

  • The current state of aesthetic education institutions and why it’s critical they receive outside support from those thriving in the aesthetic industry
  • Various ways we can give back to the aesthetic industry by imparting our gifts of knowledge and helping up-and-coming aestheticians gain greater experience
  • How Maxine saw an opportunity to help up-level aestheticians’ business acumen while simultaneously giving back to aesthetic education through the Beauty Business Summit
  • The benefits of participating in industry events and making professional connections
  • How you can get involved with giving back no matter where you’re located or how much time you have

References Mentioned in Episode #014: Giving Back and Owning Your Role in Supporting the Aesthetic Industry

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EP 015: 3 Takeaways from The Japanese Culture to Enhance Your Spa’s Client Experience

When I first traveled to Japan in 2016, I immediately fell in love.

Not just with the place, but with the people.

They’re kind, inviting, present and take immense pride in their work, and as I explored some of their most prominent cities, I noticed that my experience with the people remained constant whether I was in a 7/11 convenience store or an upscale sushi restaurant.

Needless to say, it’s not uncommon to be inspired by travel, but Japan and its people genuinely offer an experience that’s uniquely it’s own, and I believe we have a lot we can take away and bring into our spa client experience.

So, in today’s episode of Spa Marketing Made Easy, which I’m recording while on my second trip to Japan, this time to Kyoto, I wanted to share while immersed in the surrounding culture, the three core principles that I’ve experienced within the culture and among the Japanese people that you can use them to transform and enhance your spa’s client experience.

In this episode you’ll learn:

  • What it looks and feels like when you make people your priority
  • How details matter when crafting a client experience that leaves a lasting impression
  • What it means to be “simplistic” in a way that adds immense value (without creating a ton of extra work for you)
  • How approaching an attitude of gratitude and service is one that can only come authentically

References Mentioned in Episode #015: 3 Takeaways from The Japanese Culture to Enhance Your Spa’s Client Experience

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EP 016: The Key Traits and Practices to Become a Successful Spa Entrepreneur

Do you consider yourself an entrepreneur?

Traditionally speaking, an entrepreneur is someone who owns their own business, which if you own a spa or operate as a solo aesthetician, would mean that you’re an entrepreneur!

But even if you work as an employee for a spa, and don’t necessarily have aspirations to run your own show, the insights shared in this episode of Spa Marketing Made Easy will still apply because as you’ll see, every successful spa expert needs to possess these key qualities to achieve their definition of success.

After all, as an employee, you still have sales goals to meet and client bookings to fill, right?

So, as long as that’s the case, there’s always room for improving our entrepreneurial traits in skills, and this episode will help you do just that.

Today I’m joined by my good friend, Nicole Simpson, an aesthetics industry educator, aesthetician, international speaker, and most recently the AVP of Global Education for SkinCeuticals.

She’s traveled and worked in more than 37 countries educating on the skin, cosmeceutical science, as well as on business development and social media for aesthetics clinics around the world.

And as a co-founder of Aesthetic Influencer, an aesthetics education and support company created to provide the aesthetics industry with resources for business and social media growth, Nicole remains at the cutting edge of the aesthetics world to carry out her mission of elevating and supporting the industry she loves.

(You may also be familiar with her as she is one of the panelists from the Aesthetic Marketing Seminar I hosted in San Diego this past spring!)

In this episode, we discuss which qualities every skincare and spa entrepreneur needs to have and develop to build sustainable success on your terms.

Here’s what you’ll learn in this episode:

  • Why it’s critical to define your vision for success and how that aligns with the journey you take to achieve it
  • The purpose of “starting with why” and how to find your “why”
  • How your “why” and purpose helps you overcome entrepreneurial roadblocks the steps you can take to cultivate your why further and have it drive the actions you make in your work
  • What a successful entrepreneur’s mindset consists of and the consistent attributes between successful entrepreneurs
  • How understanding your own personality and perspective allows you to shape your journey to success

References Mentioned in Episode #016: The Key Traits and Practices to Become a Successful Spa Entrepreneur

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EP 017: Finding and Creating Your Aesthetic Niche with Regina Brows

You’ve likely heard the saying, “there are riches in the niches,” but if you haven’t, you’re going to learn the truth behind that saying today.

In this episode of Spa Marketing Made Easy, I’m chatting with Regina Felix aka Regina Brows of Build Your Brow Biz on how she became known as the go-to brow lady for natural brows, and how that expertise exploded her business.

It’s a common misconception among business owners that if you niche down too much or you get too specific in your specialty, you’re limiting your opportunities and cutting out too many potential clients.

But let’s think about that for a second, do you really want to be serving everyone?

No way!

We all have clients we can think of and think, “I couldn’t handle more clients like that,” or on the flip side, “If I could have ten more clients like her, I’d be ecstatic!”

The way you bring in more of those dreamy, I-wish-I-could-clone-them clients is by turning down the volume on speaking to the masses and instead, getting specific and finding your aesthetic specialty so that your ideal client can hear you loud and clear through all the rest of the marketing noise.

In this episode you’ll also learn:

  • Regina’s journey from a generalist to a specialist and how she saw her business expand by shrinking her offerings
  • How she began sharing her specialized expertise on social media and how her brand and rates were affected
  • The mindset shifts she’s made as her brick-and-mortar business has now added an online platform

References Mentioned in Episode #017: Finding and Creating Your Aesthetic Niche with Regina Brows

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EP 018: Getting Comfortable with Live Video as an Aesthetic Expert with Tiffany Lee Bymaster aka Coach Glitter

Does the idea of going live in front of the camera leave you feeling frozen?

Yes, you know that doing things like Facebook and Instagram Live can be great for your marketing efforts, but you feel awkward being on camera, you don’t know what to talk about, and then the fact that you’re LIVE and can’t click the stop or pause button?

Forget it!

Listen, I 100 percent understand that putting yourself out there via live video can feel scary, but if you were brave enough to venture out on your own as a solo aesthetician or spa owner, you’re brave enough to sharpen your camera-ready skills.

Thankfully, with tips from experts like Tiffany Lee Bymaster aka Coach Glitter in your back pocket, you can build your on-camera confidence to begin leveraging the power of live streaming.

In case you haven’t guessed by now, Coach Glitter is my guest on this episode of Spa Marketing Made Easy, and she’s here to give you the honest-to-goodness truth: you can’t afford to not connect with your audience via video.

In case you’re still on the fence, according to a study conducted by HubSpot, 72% of respondents said that where both video and text are available on the same page, they would rather use video to learn about a product or service.

If that’s not enough reason for you to embrace video marketing for your services, I don’t know what is.

So, if you’re ready to get on board with today’s most effective social media strategy, listen in as I discuss Coach Glitter’s unique background as a pro makeup artist and how she became a live video expert, plus how to use these tools to boost your aesthetic expertise and grow your audience.

(And with a name like Coach Glitter, how can you not be intrigued?! Trust me, she is an expert who will give you the boost you need to finally click the “Go Live” button with confidence!)

In this episode, you’ll also learn:

  • How Tiffany was forced to take the plunge into live video and has since gone live over 1,000 times, and has never looked back
  • Why live streaming can provide a much-needed boost around building our audience and promoting our services
  • How to stop playing small and start showing up through your online video marketing
  • Her top tips for getting started with what to say, do and show when you go live plus how to leverage that live streaming content through your other marketing channels

Recommended Resources from Episode #018: Getting Comfortable with Live Video as an Aesthetic Expert with Tiffany Lee Bymaster aka Coach Glitter

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