marketing Archives - Page 10 of 13

EP 134: Using Google Ads to Get Your Spa to the Top of Search Results with Deirdre Andrews

May 4, 2020
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marketing

It’s no secret that I love paid advertising, particularly on Facebook and Instagram.

I’ve said it many times here on Spa Marketing Made Easy, and I’m confident I’ll say it many more, but in this week’s episode, my guest and I are digging into a realm of advertising I’m not as familiar with: Google Ads.

Google Ads are a bit of a different beast both with the intent of the ads, the way they’re creatively structured, and how you do the targeting element, but just like Facebook and Instagram, the potential the Google Ads platform holds for your business is powerful.

And here to discuss it with me and give us the crash course in getting started with Google Ads is Deirdre Andrews.

Deirdre is the founder and CEO of Define Marketing, and a Google Ads expert who helps her clients and students get to the top of Google’s search rankings so they can grab control over their online visibility and turn clicks into clients and customers.

In this episode, you’ll learn:

Why are Google ads are a priority in a brick and mortar spa’s marketing strategy
Why would you pay to be in front of yourself even if you’re the number one organic listing
Why SEO and search marketing go hand and hand and key considerations to keep in mind as you navigate SEO
The 101 on how Google Ads work and a good budget to start with
Deirdre’s step-by-step process for getting started with your Google Ads campaigns

References Mentioned in Episode #134: Using Google Ads to Get Your Spa to the Top of Search Results with Deirdre Andrews

Connect with Deirdre on her website, Facebook and Instagram
Download Deirdre’s free Google Ads Cheat Sheet
Explore the Google Ads platform
Learn more about organic search engine optimization (SEO) with the Yoast SEO plugin
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.

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you!

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 132: How to Build a Local Following and Get Found on Instagram with Danielle Pastula

April 20, 2020
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marketing

You know you need to be on social media, especially Instagram.

You also know you need to be consistent in your posting to the platform, but if you’ve experienced the random and spammy comments proclaiming “Nice!” on your posts, or engagement from people who not only live in a different state, but a different country altogether, you might be thinking, “How much is all this work really paying off? These people will never be my clients.”

It’s a valid question and one I’m glad you’re asking because that means you’re aware you need a shift in direction and strategy, and that’s what my guest, Danielle, and I are discussing in this episode.

If you’re a seasoned listener of the Spa Marketing Made Easy podcast, you’re already familiar with Danielle from Episode 76, and know she’s a long-time member of Team AddoAesthetics where she’s been my copywriter and social media and brand strategist for the last 4+ years, as well as my business partner in our social media membership community, Post With Purpose.

She’s also a total expert at zeroing in on the elements of your Instagram content that are going to help you get found by and build relationships with the people who actually stand a chance to walk through our doors.

Yes, it takes a little research and some work upfront, but as Danielle explains, when you know precisely what you’re looking for, it pays off long-term as you become a powerhouse for positioning yourself directly in front of the people who could become your next booked client and establish your brand as a local aesthetic authority.

In this episode, you’ll learn:

The two things you need to leverage in all of your Instagram content to get found by people who live in your local area
Why the algorithm is actually a good thing and can help you get found by your ideal client when you know how to use it in your favor
Understanding the various categories of your hashtag groups and how to research and compile them for your posts
Answers to all your questions on how many hashtags you should be using and how break down your hashtag groupings to show up in feeds of people who stand to walk through your doors
How to leverage geotagging in your content and the strategies for showing up in your immediate neighborhood and larger regional area.

Resources from Episode #132: How to Build a Local Following and Get Found on Instagram

Listen to my first episode with Danielle, Episode #076: Overcoming the 3 Biggest Obstacles in Your Social Media Marketing
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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 130: Crafting Promotions for Maximum Profitability with Sara and Melissa of Sykes & Lanno Skinbar

April 6, 2020
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marketing

Are you pulling together your spa’s promotions without much rhyme or reason other than the fact that you think it’ll bring new clients through the door?

How about drawing up a deal only to realize (once people are taking you up on it) that your promotion doesn’t actually serve your long-term business sustainability?

If you can relate, don’t fret (or have regrets), and instead, tune into this episode of Spa Marketing Made Easy to ensure you know how to properly craft a promotion that will bring you profits!

In this episode, I’m joined again by my Growth Factor students, Sara and Melissa of Sykes & Lanno Skinbar, who are on their journey to building a 7-figure spa and doing an episode with me once per month throughout 2020 to give you the real behind-the-scenes of what it takes to grow to that level.

Last month, with just a few hours left to close out their monthly numbers and just a couple hundred dollars short of their revenue goal, Sara and Melissa whipped up a promotion and shared it with their clientele and their audience.

Want to know the results?

It sold like hotcakes
Pushed them far past their monthly goal
And gave them their most profitable first week of the month yet

But let me be frank: this wasn’t luck, this was strategy.

Sara and Melissa know their numbers, know their clientele, and they know what works as aesthetic experts, which is why I’m talking with them all about how they craft promotions for maximum profitability.

In this episode, we discuss:

How to leverage promotions as a powerful tool right at the time you need them most to meet your goals
Why it pays to have go-to promotions in your backpocket
How Melissa and Sara craft, plan, and prep for their promotions
How they navigate discounting, and the key metrics they look for to ensure maximum profitability on a promotion

References Mentioned in Episode #130: Crafting Promotions for Maximum Profitability with Sara and Melissa of Sykes & Lanno Skinbar

Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
Connect with Sara and Melissa’s new post-graduate education accout, @exclusive_esthetics_education
Follow their Growth Factor journey in Episode #106, Episode #113, and Episode #121
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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 129: Reaching 7-Figure Celebrity Aesthetician Status Through PR With Alana and Jared Mitchell

March 30, 2020
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marketing

Publicity month is still going strong here on The Spa Marketing Made Easy podcast, and in this episode I’m welcoming back Alana and Jared Mitchell of Skincare by Alana as we talk all things media and publicity!

Alana and Jared were my guests back on Episode 78 and Episode 89 (links to both of those episodes in the resources section below) where we talked about their journey to scaling Skincare by Alana from a 70 square foot day spa room into a multiple 7-figure business that has cultivated over 25 million dollars in product and services sales.

And in Episode 89, we got laser-focused on their online zone of genius, Google search and Google My Business, but today we’re moving into the realm of media, which is something they’ve used since the beginning to help grow their brand awareness and scale their sales efforts to mass audiences.

In this episode, they share how they first got started with building buzz for the Skincare by Alana brand and how those initial efforts have also continued to build upon each other over time to gain greater media exposure opportunities.

Whether you have big dreams that you want to take to a worldwide stage, or you envision yourself as the go-to expert in your immediate community, Jared and Alana’s tips will help you no matter where you’re starting or where you plan to take your publicity journey.

In this episode, you’ll learn:

How Alana and Jared use the power of PR in all three of their businesses, and how they initially embarked on their publicity journey
Why it’s important to define what publicity means for you and the steps for determining which outlets to focus on gaining publicity
What it means to “build your ladder” to gain momentum in the media and their top tips for pitching with persistence
An introduction to their new product and how they’re using PR to spread the word, plus their advice on when to bootstrap your PR efforts versus paying for publicity management

References Mentioned in Episode #129: Reaching 7-Figure Celebrity Aesthetician Status Through PR With Alana and Jared Mitchell

Learn more about Alana and Jared’s companies at Alana Mitchell and Skincare by Alana
Connect with them on Facebook, Instagram, and YouTube
Listen to Episode #078 – The Journey of Growing an E-Commerce Empire with Alana and Jared Mitchell
Listen to Episode #089 – Moving Your Results From Zero to Hero on Google with Alana and Jared Mitchell
Download the Impacting Millions Publicity Checklist from my business coach, Selena Soo, by clicking here.

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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 127: Pushing Past Fear to Get Publicity and Impact Millions with Selena Soo

March 16, 2020
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marketing

Battling imposter syndrome.

Clamming up in the face of the camera.

Saying to yourself “I’m better behind the scenes, I just want to see my clients shining in the spotlight.”

These are all things I’ve heard from countless aestheticians looking to step up and into the role of leader and face of their brand, but are afraid to do so for well, truthfully, countless reasons.

From fearing judgement to being afraid of sounding silly or like you don’t know what you’re talking about or forgetting how to talk altogether when you’ve got the floor and it’s your time to shine, sometimes all it takes is thinking of going live on your own Facebook page to send you into a cold full-body sweat, forget showing up on the local news!

First, breathe.

Next, listen.

You are fully equipped to stand and shine in your own spotlight, and here to help you do it is my mastermind leader and business coach, Selena Soo.

If you’ve been a long-time listener to Spa Marketing Made Easy, you’ve already heard me talk about Selena and her genius as a connector and relationship builder, but her official title is business and publicity strategist who helps take experts who are “hidden gems” and give them the tools to transform into industry leaders, and even household names.

She’s helped her clients and students get featured in places like O, The Oprah Magazine, Forbes, and Inc., as well as top-ranked podcasts and national TV shows, so she’s no stranger to the spotlight, but what’s funny is that in the beginning of her journey she too was terrified of being visible.

In this episode, you’ll hear her story of how she broke into the world of publicity, her unique take on gaining exposure for your business through the media, and the critical mindset shifts she made so that she could fully stand in the spotlight and unleash her brilliance so that she could ultimately impact millions.

In this episode, we discuss:

Selena’s personal journey in discovering her passion for publicity and how it wasn’t always a natural calling to step into the spotlight
How Selena shifted her perspective to push past fear so she could make the impact she desired for her life and for her clients
Her 4 mindset shifts and lessons that you can take away to get past your own publicity hangups and mental blocks
Why publicity is critical for aesthetic experts and simple steps for getting started generating publicity for your brand

References Mentioned in Episode #127: Pushing Past Fear to Get Publicity and Impact Millions with Selena Soo

Downloading Selena’s free Impacting Millions Publicity Checklist by clicking here.
Listen to Episode #125 – Securing Publicity for Your E-Commerce Brand with Lynya Floyd, Selena’s Senior Media Coach at Impacting Millions
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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 125: Securing Publicity for Your E-Commerce Brand with Lynya Floyd

March 9, 2020
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marketing

Securing press for your brand and business is one of the best ways to instantly boost your credibility and authority as an aesthetic expert, and the best part is, it’s free!

However, with benefits like that, you can bet that securing publicity for your brand isn’t exactly a cakewalk.

It can feel a little scary.

You’re probably, scratch that, definitely, going to hear “no” to your story pitches.

And you might be wrestling with an insane case of imposter syndrome.

First things first, it’s time to face the fear and let that be your driving force of motivation because, as my guest on this episode of Spa Marketing Made Easy shares, everyone has a story to share, including you.

Today I’m talking with Lynya Floyd, a journalist and media maven with 20+ years experience in the health and wellness media realm who has worked for household name publications like Glamour, Seventeen, Essence, and Family Circle.

These days, she’s the Senior Media Coach at Impacting Millions, and it goes without saying that she’s a total pro.

In this episode, she’s giving you a crash course in securing publicity for your brand so that you know the right steps for how to pitch your story to the media, why gaining press can push your brand over the edge, especially in the realm of e-commerce, and you’ll get actionable takeaways you can start leveraging today to begin building momentum and creating your “PR Snowball Effect.”

In this episode, Lynya shares her expert insights on:

Why you’re fully equipped to gain publicity for your brand and how it can be used to step up both the local e-commerce side of your business
How PR gives you social proof and credibility that allows you to stand out from the crowd
What types of media outlets to focus on and Lyna’s two primary considerations for where to focus your attention
Her top tips for pitching a great story, keeping your head in the game amidst rejection, and creating your PR “Snowball Effect”

References Mentioned in Episode #125: Securing Publicity for Your E-Commerce Brand with Lynya Floyd

Learn more about Impacting Millions, where Lynya shares her genius as a Senior Media Coach by clicking here and downloading the free Impacting Millions Publicity Checklist by clicking here.
Listen to Episode #123 – 5 Ways to Gain Publicity to Grow Your Brand and Aesthetic Business
Sign up for Help a Reporter Out (HARO)
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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 123: 5 Ways to Gain Publicity to Grow Your Brand and Aesthetic Business

March 2, 2020
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marketing

How would you like to be the household-name aesthetician or spa in your town?

How would you like to do it without spending a dime on advertising?

Now, if you’ve been a listener to Spa Marketing Made Easy for even a few episodes, you know I love Facebook and Instagram ads, but another way to boost your brand recognition and aesthetic expertise is through publicity aka PR.

Publicity is an incredible way to boost your brand’s recognition, get in front of more people in your target audience, and position yourself as a leading expert in your area of aesthetics.

You might be thinking, “All of that, for free? Seems too good to be true…”

I assure you, it’s not, because while PR is technically free, it will cost you time and energy. However, it’s well worth it for the return on investment.

Where traditional paid advertising can be secured by nearly anyone with a marketing budget, publicity is only gained when the hosts and writers of various outlets such as publications, shows, podcasts, etc. deem your knowledge and story to be good enough to share.

And here’s the thing, those content creators are always looking for another good story, angle, or interesting thing to showcase to their audience, and that story can come from you!

So, if you thought publicity was just for celebrities in Hollywood, you’re going to want to fire up your notes app and turn up the volume, because these strategies stand the chance to put your business on the map and help you stand out from the sea of other spas in your area!

In this episode, you’ll learn:

Why publicity is so important for creating brand recognition and marketing your business
5 strategies for gaining publicity in a variety of mediums and with different audiences
How pitching to both local publicity channels as well as industry outlets can benefit your brand
My top recommended news outlets and resources to begin searching for publicity opportunities

References Mentioned in Episode #123: 5 Ways to Gain Publicity to Grow Your Brand and Aesthetic Business

Sign up for Help a Reporter Out (HARO) to get national media opportunities sent straight to your inbox
Listen to Episode #61 of Spa Marketing Made Easy with my friend and client Gisel, founder of Elevate Esthetics
Check out industry publications including Dermascope, Skin Inc., and MedEsthetics
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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 121: Client Retention and Retail Sales with Growth Factor Students Sykes & Lanno

February 24, 2020
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marketing

It’s a new month and a new episode with my Growth Factor Framework students, Sara and Melissa, the co-founders of Sykes & Lanno!

If you’re late to the party, here’s the scoop…

Every month in 2020, I’m sitting down with Sara and Melissa to pull back the curtain and show the real behind-the-scenes in what it takes to build a seven-figure aesthetic practice and keep that success sustainable.

If you haven’t tuned into our first couple of episodes, you can go listen to those here on Episode #106 and here in Episode #113.

So, now that we’re squarely in the middle of Q1, we’re taking a close look of what they’ve been up to in the first month and a half of 2020 and discussing how they’ve 3X’d their revenue from Quarter 1 of 2019.

Yes, you read that right!

When most business owners are happy to see 10-20% year-over-year growth, in one quarter, Sara and Melissa have busted through their previous benchmark, and in this episode, we’re going over all the actionable steps they’ve taken that can be directly attributed to those numbers.

If you’re a spa owner or esthetician who is looking to bump up their client retention rate and retail sales (before your client even comes in for their first treatment!), this episode with Sara and Melissa is a can’t-miss listen.

In this episode, we discuss:

What they attribute to their exponential growth compared to Quarter 1 of 2019
The numbers around their client retention rate and how they get 95% of their clients to rebook
How they structure their consultations and regimen design to increase client compliance and ensure optimal results from their treatment plans
How they break down the conversation and communication both during and after treatment to provide an excellent client experience
What steps they’re taking now to continue to refine and scale their growth efforts moving into March

References Mentioned in Episode #121: Client Retention and Retail Sales with Growth Factor Students Sykes & Lanno

To connect with Sara and Melissa, connect with them on Instagram at @sykesandlanno
Follow their Growth Factor journey in Episode #106 and Episode #113
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.

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

EP 119: Writing Emails That Get Opened and Get You Paid with Tarzan Kay

February 17, 2020
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marketing

Now be honest…

Are you someone who is only emailing your clients once per month with a notice of what your monthly treatment or product special is?

Is your email list only made up of subscribers who are your current or past clients?

Are you emailing your list at all?

In case you haven’t picked up the hint yet, you DEFINITELY need to be emailing your list, your email list should be made up of both past clients and potential clients, and you should be emailing your them consistently (more than that once-a-month e-blast).

And here to back up the case for email marketing and why it’s a critical facet for connecting with your current and potential clients is Tarzan Kay.

Tarzan is a former copywriter turned course creator who helps business owners craft damn good emails that causes your client whip out their credit cards, and as you’ll hear her share in this episode, she wasn’t always the email superstar she is now.

She had the initial objections and challenges you might have including the doubts of, “what will I write about?” and “will I be annoying people?”

In this episode, she’s share the power that email marketing holds for your business, how to get started, and how to not get stuck on what to share in your emails.

If you’re someone who’s only sending out the monthly e-blast, or nothing at all, this is an episode you can’t afford to miss.

In this episode, you’ll learn:

How Tarzan transformed from someone who was afraid of sending emails to her list to someone who embraced email marketing and getting incredible results to prove that email is 1000% worth the effort
The two primary areas of opportunity with email marketing you have as a spa owner and aesthetician
Why connection with your current and potential clientele is the critical factor in your email marketing success
How to storytell in your emails to create connection and never run out of things to say
Tarzan’s top email tips for getting people on your list and opening and reading your emails

References Mentioned in Episode #119: Writing Emails That Get Opened and Get You Paid with Tarzan Kay:

Connect with Tarzan on her website and on Instagram
Grab Tarzan’s 3-email welcome sequence you can use for your spa by clicking here.

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.

EP 111: The 3 Biggest Mistakes Aestheticians Make On Instagram

January 20, 2020
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marketing

With the ever-changing world of Instagram, I know it can be hard to stay on top of the feed changes, the evolving platform features, and the trends, but here’s the good and the bad news…

(I’m always a fan of bad news first, so let’s jump right in.)

Bad news: there are a few key mistakes that I see a TON of aestheticians making on Instagram and these are mistakes that are making it hard for your ideal clients to find you or if they do find you, hard to connect with you.

The good news: these few mistakes have simple solutions that you can fix starting today.

And the bonus good news is that if you fix these mistakes pronto and stay consistent, you’re likely to see an improvement pretty quickly.

In fact, I hesitate to even call these mistakes because the reality is, they’re “areas of opportunity.”

I know it can feel frustrating to keep up with the fast-paced nature of social media, but I want you to think of social media and platforms like Instagram as a huge opportunity rather than as a chore.

Instagram is a free marketing tool that allows you to directly connect and engage with people who live in your immediate area. It’s pretty powerful to say the least.

And while I’m a huge proponent of running Facebook/Instagram ads (something you know well by now if you’ve been around here for a little while, and if you’re new, you’ll learn!), you have to get the basics down first.

It’s these areas of opportunity that I see 90% of the aestheticians I connect with missing the mark, and they’re all tied to the basics, which is why improving these areas is going to provide a quick boost in your engagement and overall efforts on the Instagram platform.

So let’s get to fixing them, shall we?!

In this episode, you’ll learn:

The 3 biggest mistakes you might be making on Instagram and how they’re holding you back from connecting with your dream clients
How to remedy those mistakes aka “areas of opportunity” to start gaining traction on Instagram
My top tips for optimizing your profile and creating a variety of content, plus an example of how to craft captions for conversions

References Mentioned in Episode #111: The 3 Biggest Mistakes Aestheticians Make On Instagram

Leave us a review on Apple Podcasts — for every 25 reviews we receive, we’re sharing a new downloadable resource to help you grow your business
Use Linktree to house multiple links in the single link allowed in your Instagram bio
Learn more about Post With Purpose, our monthly membership for learning how to post to social media purposefully with a process.

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.