My last post was about Content Marketing for Med Spas. Wait, wait – before your eyes glaze over . . . our take on it is a little different than most.
If you haven’t read that post, I think you’ll find it worth your time – click on the link in the first sentence and then come back here when you’re done, OK?
So now you know that it isn’t quite as easy as “If you post it, they will come” (also known as “If you shoot it, they will come” and “If you record it, they will come.)
Content marketing will not instantly make dollars fall from the sky.
There, I said it, and now I’ll have to go get a bodyguard because all the other firms pitching you will come after me. 😉
But, what if there were a way to get much more immediate results from the hard-fought content that you are creating? What if you could turn those results on and off at will? Change the budget devoted to it at your whim? Reach tons of people in your area?
I was going to keep going on about this, but I was starting to make myself sick, even though it is in jest because it is nothing new.
Yes, I’m talking about plain vanilla, online advertising through platforms such as Facebook or Instagram! No . . . I’m not crazy enough to try to act like these advertising platforms are anything remotely revolutionary.
But if you do it right, they actually can be!
The power is in the combination of content marketing and a massive platform like Facebook, where, if you do it right, you can target extremely accurately.
Most med spas have gone down various blind alleys using many different advertising platforms. Then they’ve gone done similar alleys creating content because that was “the new way.”
But what they haven’t done is combine them.
The earlier post I referenced above talks about how great content marketing can be, although not for instant results.
Facebook and others, conversely, are excellent for instant results – results where you give Facebook a bunch of money for meager results. That’s because lots of people do Facebook advertising the wrong way.
We’ll go much, much deeper into how to do FB advertising the right way in the future, don’t worry. But what usually happens is people combine a non-compelling visual with non-compelling ad text, capped off by a flaccid offer . . . and then send the few people who do click to a salesy, non-benefit-oriented page without any good information.
That’s most likely why Facebook hasn’t worked for you in the past.
Sidebar: While I really want to stay focused on the Content Marketing + Advertising topic here, I don’t want you to think there’s no way to use Facebook effectively to just get new med spa clients in the door! Again, lots more on that later – when done right, you can make a pitch straight from Facebook, and have people go straight to that salesy page and, yes, book an appointment.
But anyway, what’s the right combination I talked about?
Create a Facebook campaign with the goal to get them to the – yep – content on your website to inform and even entertain them.
Sure, you better do it right and have the whole process well thought out, because otherwise people will do a lot of “content consumption” at your site, and then actually go book at the next site that persuades them the right way.
I’ll talk more about that process in upcoming posts. If you don’t want to wait, we’ve detailed some unconventional, actionable strategies in various white papers we’ve written and will be happy to share. Until we get our new website updated with a direct form for that, feel free to just reach out on our Contact Us page, mention these reports, and we’ll get them to you right away.
Short of turning this into a 20-page post with all of the details, however, let’s just close the loop on the content marketing + Facebook power here.
With a quick digression, this should make more sense.
Most of your ideal clients don’t go to Facebook thinking “Gee, I hope I see an ad for CoolSculpting® today!” (the same way you don’t 🙂 They go there to be entertained. To take a break. To catch up on what’s happening with distant family and friends. Right?
Therefore, most of the time, the blatant sales pitch ads don’t work because they were not actively seeking a solution or what we call “trying to scratch an itch” (like they might do in a Google search for “belly fat removal no surgery”, for example.)
So they probably won’t click on an ad that is obviously going to try to sell them on something. Knowing how concerned with appearance we all are, though, it’s a safe bet that most people are somewhere on the Med Spa buying continuum.
Maybe they’re only 10% down that road, and have questions floating around in their minds, but are not even remotely considering “doing anything” yet.
Maybe they are 50% of the way toward having something done, but can’t get over the potential safety issues – the safety issues they don’t even understand yet. Or maybe they want it, they need it, they’re past the safety concerns, but they are convinced they can’t afford it.
Or whatever – there’s an almost endless amount of different concerns that your clients had before they came in to your med spa, yes?
So engaging them with (here comes that word again): content . . . is the way to go. Now you aren’t that annoying company trying to sell them when they are laughing at dog videos. You’re that helpful place that “gets them” instead.
We’re approaching 1,000 words in this post, and while I appreciate your attention, I’m not going to push it too far.
But just to make sure you don’t think that what I wrote about above is all you have to do and your advertising + content marketing dreams will all come true, let’s talk just a little bit more.
There’s lots of pieces to this whole puzzle, and I’d rather tell you that, and tell you that they haven’t all been discussed yet, than to let you go charging off.
(Personally, I can’t stand when people do that to me – it reminds me of how some “help you make money online experts” would write about how you could make tons of money with incredibly insightful knowledge like “Decide what you want to sell . . . pick a domain name . . . choose a payment processor . . . and put your shopping cart online and start making money!!!” Perhaps just a few critical details were left out?)
We’ll dig much deeper in the future, but if you’re the type that doesn’t want to wait – I love that. Just please, please promise me that you will not spend even a penny on advertising until you have Facebook “pixel” (and really, the correct new Google code as well) installed on your website.
That’s a key part of making the “immediate content marketing” approach work for you.
More about those pixels and remarketing and all kinds of other fun stuff soon.