Maybe you think a membership will be the key to client loyalty or consistent cash flow. 

Well, you wouldn’t be wrong. 

Memberships can certainly be a powerful offering that helps to fuel client retention while also bolstering revenue, however, every plus side also comes with a cost. 

Whether it’s the admin effort, marketing resources, or even your ideal client’s desire to sign up for yet another membership, a membership may sound great in theory, when in reality it’s not the best fit for your business. 

Now, that’s not to dissuade you, as you’ll hear in this episode of Spa Marketing Made Easy, memberships are becoming an increasingly popular way of conducting business and making lives simpler for clients and customers – just look at companies like Netflix, Amazon, and HelloFresh. 

You could stand to make an exponential leap in growth by introducing a membership into your spa, but the decision doesn’t solely lie in whether to create a membership program or not. 

In this episode, I’m examining spa memberships from every angle to show you the good, the bad, and the ugly so you can move forward with providing a membership in your spa (or deciding not to) with complete confidence and knowing the key metrics to know so you can make your membership a wild success. 

In this episode, you’ll learn:

• The 3 key types of revenue to have in your spa and where membership falls
• Two styles of membership you can offer and the pros and cons of each 
• Key considerations for running a membership depending on whether you’re operating as a solo aesthetician or have a team
• What you need to have in place to successfully market and operate a membership program 
• Important metrics to know and my top tips for running a successful membership should you choose to launch one! 

References Mentioned in Episode #187: The Good, The Bad, and The Ugly of Memberships

• 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 Apple Podcasts, 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 Apple Podcasts, and click here to access the free resources already unlocked! 

If you’re reading these show notes, I already know you’re a podcast listener, so now I want to know — is your audience also filled with podcast lovers? 

With lives getting busier and busier, podcasts have quickly risen the ranks as one of the top strategic marketing channels for establishing your authority, growing your audience, and driving your sales engine. 

There are plenty of stats to prove it, which I’ll be sharing in this week’s episode, but I want you to think about your own experience as a podcast listener…

Isn’t it the longest form of content you consume? 

(You may listen to a 20-30 minute show, but never would sit and read a blog that long!)

And don’t you feel more connected to the hosts of the podcasts you listen to? 

(I don’t know about you, but the podcasts I listen to on a weekly or daily basis feel like an intimate conversation. If I ever met the host in real life I feel like I’d talk to them as if we’ve been long-time friends.)

In this episode, in addition to sharing why podcasts are such a powerful platform, I’m also sharing the behind-the-scenes of starting a podcast — from selecting your show topics to understanding your overall strategy in creating a podcast as a core marketing channel. 

Plus, I’m sharing my entire podcast production system from A to Z so you know exactly what goes into starting your own show. 

If you’ve ever tuned into a podcast and thought, “Maybe I should do this!,” I’m here to tell you that the best time to start is now! 

In this episode, you’ll learn: 

• Why podcasting is quickly rising the ranks as one of the top content marketing channels and how it can position you as an industry and local authority 
• How to decide on your show’s topic and considering the end goal of creating a podcast as a marketing strategy 
• My top podcasting tool recommendations plus a complete walkthrough of my team’s podcast production system 
• Top tips for effectively sharing your show to drive listeners and the best style of episode content for your time and bandwidth

References Mentioned in Episode #184: Launching a Podcast to Market Your Spa 

• Podcasting Tools Mentioned: Yeti Microphones, RODE Microphones, and a Scarlett Solo
• Check out Libsyn for podcast hosting and distribution 
• Build out your podcast creation and production system in Monday project management software
• 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 Apple Podcasts, 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 Apple Podcasts, and click here to access the free resources already unlocked! 

New year, new brand!  

This past year brought so much into perspective here at AddoAesthetics, and one of those things was what we truly help our people with. 

After having countless phone calls with spa owners all over the country and hearing first-hand how we helped spa owners bring “calm to the chaos,” it was clear that what we did and how we shared that, weren’t entirely aligned. 

We dug deep and got clear on how we help spa owners create systems and processes that pave the way for true freedom, flexibility and financial growth and through that, discovered that it was high-time to give AddoAesthetics a visual glow-up! 

I’m so excited to unveil our new brand and website with you, but of course, wanted to make sure you walked away with some solid takeaways that you can apply to your own brand and business. 

So, in this first episode of 2021, I’m discussing what factors came into play to realize that it was time for AddoAesthetics to get a rebrand and the three key questions you can ask yourself to assess where your brand stands between who you are and what you do with who you serve and how you serve them. 

Let’s dive in! 

In this episode, you’ll hear: 

• What brought me to the decision of a rebrand and why 2020 was the best time to make a big project like that happen for the business
• How I found what our “brand superpower” was an how it boils down into our brand story
• The 3 key questions to ask yourself about your brand as we enter 2021
• Why you have to dig deeper into your “why’ to get to the crux of what your brand does 

References Mentioned in Episode #181: Unveiling Our New Brand + Assessing Your Branding

• Learn more about Post With Purpose, our social media membership where you’ll learn how to develop your brand story and visuals as well as create a month’s worth of social content in just a few hours
• Listen to Episode #026 – Defining Your Spa’s Brand and Crafting Your Mood Board with Chris Beltran
• 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 Apple Podcasts, 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 Apple Podcasts, and click here to access the free resources already unlocked! 

Let’s put the “fun” in funnels, shall we?! 

Maybe you’ve never heard of funnels and this is brand new (and mysterious) territory. 

Or you might’ve heard funnels are essential for closing sales on auto-pilot, but when you began the creation and set-up process it felt like a tech nightmare… until now! 

In this episode of Spa Marketing Made Easy, I’m breaking down the simple 7-step funnel-building process with my top tips and insights from crafting an irresistible offer all the way to knowing your top conversion metrics so you can see whether your funnel is missing the mark or on track to be a souped up sales machine. 

Not only will these 7 steps allow you to get your next or first funnel up and running in a matter of hours (perfect timing to get it in gear for your Black Friday weekend and holiday season promotions), but having this funnel know-how in your back pocket will be integral in your spa’s ongoing growth and scale goals for years to come. 

So get your notepad ready, you’re going to want to make sure you don’t miss a step! 

P.S. – If you’re tuning in when this episode originally aired, you know that you still have the opportunity to jump in on the Spa Marketing Funnel course for just $197 (a $300 savings)! Click here to sign up before this deal disappears! 

In this episode, you’ll learn: 

• What a funnel is and why it’s such a valuable asset to have up and running within your business 
• The key elements of what goes into a funnel and the 7-step process of getting your first funnel up and running 
• My top tips on crafting a funnel offer that’s enticing and irresistible and how to craft your nurture sequence to warm up a cold audience member into a paying client 
• Numbers to keep an eye on through the entire funnel-building process from selecting a profitable offer to understanding conversion numbers 

References Mentioned in Episode #174: Your 7-Step Funnel Building Process

• Sign up for our Spa Marketing Funnel course plus my templates and email swipes for just $197 (a $300 savings). Learn more and sign up here. 
• Tune into Episode #170 : Launching Your Own Line with Sara and Melissa of Sykes & Lanno
• Create an account with Canva 
• Learn more and sign up for ConvertKit
• 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!

We’re officially in the holiday season and Black Friday is directly within our line of sight. 

This time of year holds tremendous opportunity in bringing in ramped up revenue to cap off the year, but it’s also critical to think of Black Friday and how it fits into the bigger picture of your overall business growth strategy. 

In this episode, I’m back on the mic with my Growth Factor students Sara and Melissa of Sykes & Lanno to discuss their strategy behind hosting exclusive events and experiences to bring in ideal clientele and begin building a relationship that will last far beyond their promotion and turn them into raving fans. 

If you find yourself running promotion after promotion hopping to make something stick or feeling like you’re always in a clamor to find new clients, our conversation is a must-listen because as you’ll learn from their approach, crafting an offer isn’t about a quick cash infusion, it’s about long-term client retention. 

We also discuss an update from their last episode where we talked about the launch of their signature Beauty Collection as a new arm and stream of revenue for their business, so if you haven’t tuned into our year-long series yet, now is as good of a time to dive in as any! 

Cheers to the holiday season, now let’s finish this year out with a bang!

P.S. – Be sure to snag the early bird pricing + exclusive funnel review bonus on our Spa Marketing Funnel course to help you cross the finish line of 2020 with a funnel that produces sales on demand up and running!  

In this episode, we discuss:

• Sara and Melissa’s event marketing strategy and how it snowballs into their game plan for Black Friday weekend 
• The top intention they always have in mind when crafting offers and their marketing strategy around them 
• How Sara and Melissa continually invest into their skillset and how they make decisions on what skills they’ll develop to benefit their long-term business growth plan 
• Updated on their Beauty Collection launch that we discussed in their previous episodes and their next steps moving forward

References Mentioned in Episode #173: Creating an Exclusive Experience and Building Relationships for Raving Fans with Sykes & Lanno

• Jump in on our Spa Marketing Funnel course before Nov. 22 to get the early bird price + exclusive funnel review bonus! Learn more here. 
• Join Sara and Melissa’s Facebook group for professionals, Sykes & Lanno Beauty for Professionals
• Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
• If you’re interested in learning more about wholesaling, get in touch with Sara and Melisa at [email protected].
• Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, Episode #130, and Episode #137, Episode #145, Episode #154, and Episode #170
• Listen to Episode #152 – Pivoting Toward Profit Through Positivity and Beauty Boxes with Kate Jaksik

• 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! 

You know you need a brand, but did you know that you already have one whether you’ve purposefully created it or not?

If you’re not saying what your brand is, someone else is saying it for you – and when it comes to your brand messaging and communication, it’s you who needs to be in the driver’s seat. 

Before we go further, let’s get one more thing clarified:

Your brand is not your logo and it’s also not your color palette. 

Branding is more of an intangible, amorphous concept, which is why so many business owners grapple with figuring out what their brand really is and what it says about them (take a deep breath – you’re not alone!), but the truth is that it’s the foundation of everything you bring to life both inside and outside of your business. 

That’s why in this episode of Spa Marketing Made Easy, I’m chatting with April Martini, co-founder of Forthright-People, and a whip-smart woman who brings 15+ years of agency experience built upon a design and MBA business foundation to the table (i.e. – she has seen it all when it comes to branding from the corporate down to the personal level!).  

April breaks down why it’s imperative that as an aesthetician, you work to build an authentic personal brand, one that creates consistency of expectations and experience, honesty, trust and a place where your clients can be vulnerable and themselves for the best outcomes, both physically and emotionally. 

In this episode, you’ll learn: 

• What a brand really is and how it creates a connection with and experience for your clients
• The ROI of branding and why it’s worth investing time and energy into so you can not just see better relationships, but also revenue
• Key aspects of your brand to get clear on and refine 
• Exercises to help you narrow in on your unique position in the marketplace and how you can leverage that in your branding

References Mentioned in Episode #172: Unleashing the Power of Your Personal Brand with April Martini of ForthRight People

• Learn more about April’s business, Forthright-People via their website and blog 
• Connect with April on LinkedIn and listen to her podcast, Success Made to Last, for more personal branding insights 
• 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! 

Throughout 2020, I’ve had the unique opportunity to document the entrepreneurial journey with my Growth Factor students, Sara and Melissa, the co-founders of Sykes & Lanno Skinbar. 

These two women saw tremendous growth in their first year of business by hitting 6-figures, and in year two, they wanted to turn up the dial. 

( Be sure to listen to our past episodes linked below if you’ve yet to tune in!) 

Even in the face of the pandemic, Sara and Melissa continued to grow exponentially, and now, with their upward trend only continuing to climb, they’ve officially launched their own line in the form of a gorgeous bespoke beauty collection! 

It’s a move that makes total sense with the way they’ve pivoted during the pandemic and expanded their reach into the professional side of the aesthetic industry. 

In this episode, we deep dive into this new revenue stream and how they’re setting  themselves and their retailers up for success. 

In this episode, we discuss:

• Why Sara and Melissa began their latest venture – a beauty device collection and how they’re building out this new arm of their business
• Their insights into selling at-home beauty devices to their clients and where they saw an opportunity in the market 
• Together we paint the picture of profitability and illustrate why retailing devices isn’t something to be fearful of 
• Sara and Melissa’s story of how their line came to fruition and what their clients are loving most about their collection 

References Mentioned in Episode #170: Launching Your Own Line with Sara and Melissa of Sykes & Lanno

• Join Sara and Melissa’s Facebook group for professionals, Sykes & Lanno Beauty for Professionals
• Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
• If you’re interested in learning more about wholesaling, get in touch with Sara and Melisa at [email protected].
• Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, Episode #130, and Episode #137, Episode #145, and Episode #154

• 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! 

Here’s the cold hard truth: If your spa doesn’t get up to speed with digital marketing in the next two years, you will get left in the dust. 

Now that we’ve come to grips with that reality, now let’s lay out a plan and set it into motion!

Back in August, I hosted the first virtual Aesthetic Marketing Seminar, an event typically held in-person and exclusive to my students, but after virtually gathering with hundreds of aestheticians and spa owners online and getting their feedback, it was clear that a couple of the presentations needed to make their way to the podcast. 

This is truly a comprehensive episode that covers the five core areas you need to dial in for a comprehensive digital marketing strategy for your spa plus the systems you’ll want to build into each area to gain traction efficiently and be able to sustain that traction and subsequent growth. 

It’s chock-full of strategy plus the action steps you need to get started today, and as we’ve already discussed above, it is critical that you get started now. 

So, pull up your earbuds and a notepad, and take a look at the presentation below to get the audio and visual experience. And when you’re done, let’s get some accountability going inside of the Spa Marketing Made Easy community! 

Head over to the group and let me know your biggest takeaway and which area you need to focus on first. 

In this episode, you’ll learn:

• The five core areas you need to dial in for a comprehensive digital marketing strategy for your spa and why building in systems for each area is key to gaining traction efficiently and sustaining growth
• How to optimize critical areas of your website for better conversion of new leads and booked clients
• The ROI of email marketing and important questions to help analyze and perform an email marketing audit on your business 
• Where to focus your energy on social media and how to systemize your social media process so that you can maximize your connection efforts
• Important SEO action steps to get your website ranking on the top of Google search results 
• How to craft winning ad creative for your paid advertisements and why this marketing method is the fastest way to generate targeted leads

References Mentioned in Episode #162: Digital Marketing for Spas 

• Get help with revamping your website with ReversedOut.com 
• Use Process Street to document systems and process inside your business and ConvertKit for your email marketing
• Sign up for Google Analytics to view your top traffic sources 
• Learn more about our programs Spa Retail Rockstar and Post With Purpose 
• Learn how to run your own ads through Successful Ads Club or outsource your paid advertising with Jackie Ellis 
• Tune into Episode #84 and Episode #144 to learn more from Tara and Jackie 
• 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! 

Does the idea of someone, especially an existing or potential client, viewing you as “sales-y” send shivers down your spine? 

It should, because if you’re doing sales the right way, you never have to worry about coming off as pushy or only interested in getting your client’s money. 

Listen, “sales” is not a dirty word. 

Sales are the lifeblood of your business (businesses have to make money to be successful, after all), but for having a relatively *sleazy* reputation, sales success is actually built on your reputation, relationships, and rapport. 

And as my guest on this episode of Spa Marketing Made Easy shares, “Relationship first, rapport always.” Go that route, and you can’t go wrong, and you’ll also see the revenue follow. 

With 25+ years of experience selling to such prestigious organizations as The Bill & Melinda Gates Foundation, Hewlett-Packard, and NASA, my guest on this episode, Nikki Rausch, now helps entrepreneurs sell in a way that builds relationships, creates true connection, and results in more closed deals and long-term clients. 

As a sales coach, author, speaker and founder of Sales Maven, Nikki transforms the misunderstood process of “selling” into techniques, tools, and tips that can be successfully incorporated into a replicable process. 

Nikki is the real deal in sales, and isn’t just here with the feel-good, you-can-do-it sales pep talk. 

She’s got the science, the intel, and the experience that will have you excited to begin creating an authentic selling culture inside your aesthetic practice. 

P.S. – Once you’re done listening to this episode, make sure you head to the Spa Marketing Made Easy Facebook group to join in on The Mask Challenge! Don’t know what I’m referring to? You will when you tune in! 

In this episode, you’ll learn:

• Why sales isn’t a bad word and how we can start flipping the belief of “sleazy sales” on its head
• Nikki’s background in communications and sales, and how her approach plays into psychology, neurolinguistics, and habits and patterns 
• How to put customer at ease so they can be more forthcoming about their true needs 
• The process of creating a selling culture and system with Nikki’s 5-step process she calls “The Selling Staircase”

Resources Mentioned in Episode #160: Creating an Authentic Selling Culture Inside Your Aesthetic Practice with Nikki Rausch

• Learn more about Nikki’s work as the Sales Maven on her website and download her ebook, Closing the Sale: Simple Tips to Increase Your Confidence, as a gift for Spa Marketing Made Easy listeners
• Connect with Nikki on Facebook, Instagram, LinkedIn and Twitter
• Tune into Nikki’s podcast and YouTube channel
• 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! 

Beyond understanding that your brand is not your logo or your color palette (it’s so much more and we’ll touch on that in a bit), there a few other key things you need to know about branding: 

1 – Having a beautiful brand presence that commands attention isn’t just for big name businesses and corporations. 

2 – Having a thoughtful and well-crafted brand is for every size and style business (from solo aesthetic practices to multi-location day spas), especially if you want to ensure longevity and loyalty. 

3 – The other critical piece of branding is that it’s not something you focus on “one day,” rather branding is something you should focus on from Day One. 

Because here’s the thing about building a brand your dream clients will feel magnetized to – they don’t happen on accident. 

It takes intention and ongoing action, and here to discuss this critical piece of business are my Growth Factor program students, Sara and Melissa of Sykes & Lanno Skinbar.

This is our seventh episode together chronicling their growth journey throughout 2020 and since they were fresh off the set of a recent photoshoot to get product and branding photos for the next quarter, we thought talking about all things branding would be the perfect topic to touch on for this month’s discussion about how they’re making the intentional choices today to build an aligned brand for the future. 

In this episode, we discuss:

• How branding has been a conscious decision since Day One of starting Sykes & Lanno Skinbar
• How Sara and Melissa define “branding” and what elements play a part in the experience and aesthetic they provide 
• Ways they find that their brand informs and communicate the experience they provide and the feedback they’ve received from their client because of it 
• Their experience in booking photo shoots to keep their brand visuals fresh and how that plays into their overall marketing plan 

References Mentioned in Episode #154: Making Intentional and Magnetic Branding Decisions with Sara and Melissa of Sykes & Lanno

• Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
• Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, Episode #130, and Episode #137, Episode #145

• 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. 

[ Subscribe to Spa Marketing Made Easy on iTunes ] 

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!