For many years, health and wellness spas offered the right medical treatments and respite to individuals who need to undergo such procedures. The medical spa industry is composed of establishments offering products and services related to health and wellness including skin care treatments, salon, massages, and facials, just to name a few. It is generally concerned clients’ wellbeing in terms of their physical health and cosmetics.
With the relaxation and medical treatments offered by medical spas, it may have been difficult to imagine that this industry will see a day that demands fall. However, the current public health situation has led to such a scenario. The good news is businesses have an option to boost their sales and revenues through marketing. Digital marketing to be exact.
Digital marketing is a practice that offers a way to increase sales ad revenues through various online and computer-based means. It offers a whole lot of opportunities for medical spas. Read on to find out why looking into this is the right choice.
The US’ Medical Spa Landscape
Before we jump into the different digital marketing techniques medical spas can benefit from, let’s talk about the industry first. As mentioned, the medical spa sector offers different products and services that can help people feel good physically and mentally. It offers various procedures and treatments toward this end.
According to 2019 statistics, it was expected to reach a market size of $27.6 billion by 2025 with an annual growth rate (CAGR) of 12.2%. Some of the treatments that make up the industry’s market revenues include facial treatments, body shaping, hair removal, and tattoo removal. Currently, it has a market size of $18 billion, with 22,054 business operating as medical spas. It employs approximately 365,997. This may seem like an endless need with a constant source of demand.
However, over the past months, the industry saw a decrease in revenues. Health and wellness spas earned 7.7% less in 2020 because of a sharp decline in demand caused by the pandemic. This is further aggravated by stay-at-home and lockdown orders. In the same year, the industry revenue is expected to plateau at $178 billion.
Because of this, the businesses in the industry needs a boost In their marketing approach to make sure that they stay afloat amid the competition and the economic situation. Digital marketing is a good way to achieve this goal.
The Value of Digital Marketing in Medical Spas
This marketing practice is known for the various advantages it can offer businesses. It gives them an edge over their competitors in their own way using their own content. The benefits of digital marketing can provide affects different aspects of the company, specifically economic, branding, and business activity.
Above we talked about this practice as a way to boost sales and revenues. This is precisely what digital marketing has to offer economically. It uses your online platforms to drive traffic to your website, which allows users to browse your list of offerings. This is an important step in the conversion funnel, giving you a chance to increase your sales.
Moreover, this practice gives businesses an edge over their competitors by helping them maximize the platforms most accessible to them. With this, we are referring to online platforms such as websites and social media. With the right techniques, you can make your online platforms work for you. Of course, you will still need to put in some effort.
However, with the right digital marketing strategy, your efforts can yield results. And not just any results, but organic ones at that. Now, when talking about organic outcomes, you want to make sure that you place the right measures to get more traffic. After all, you are only going to get unforced results if customers naturally gravitate toward your business.
If you noticed, all the benefits offered by digital marketing are interconnected. This is because, with the success of one technique, the rest will follow. So, it is important to make sure that each digital marketing technique you employ will be effectively and efficiently implemented for a successful campaign.
Digital Marketing Techniques that Benefit Medical Spas
As a medical spa business owner wanting to use digital marketing to boost your sales and revenue, you want to make sure that you are aware of the different strategies you can use to achieve your goal. Marketing agencies and expert marketers make use of many different techniques. However, the following are some of the major tools known to be effective and efficient.
Web Development and Design
Many business owners think that having a website gives them an edge over their competitors. They would be correct in assuming so, but only to some extent. Yes, having a website is better than not having one, but simply launching it and leaving it at that can mean almost nothing.
The best way to explain this is to liken the situation to the proverbial needle in a haystack, but in this case, your website is not a needle but a piece of hay. Yes, you can throw your site into the Internet where there are a lot of websites owned by businesses offering the same services and products, but you will be lost in a sea of great and not-so-great websites.
To make sure that your site is the needle and not just a piece of hay, you need to add value to your site. This is where web development and design enter the picture. You want to take advantage of the platform you have, specifically your website.
Web developers and designers can help you build a website that reflects your brands, shows off your values and ideas, and attract potential customers. Plus, these experts can help you make your website more readable, appealing, navigable, and accessible.
Search Engine Optimization
Now, you have made sure that your website has added values incorporated into it. Given the analogy above, you have transitioned from simply being a piece of hay and you are now a needle. Given the fact that there are a lot of great and not-so-great sites out there, how will your target audience find you?
Your users will need a magnet, and search engine optimization (SEO) can serve as one. To understand this, think of all the times you have searched for a product or service near you. The scenario probably goes like this: you keyed in your query, hit enter, and browsed through the results pages.
Pretty easy, right? This is SEO at play. It makes it easy for your potential clients to find your website on search engines. SEO is your key tool to make sure that your website is not lost in the haystack.
As easy as it may seem to your clients, the process behind this takes some time and effort. To implement an SEO strategy, you will need to audit your site to evaluate the value of your links and metadata. Then, you will need to develop content to use for your on-page SEO endeavors.
Say you have cleaned up your website to comply with the latest SEO standards. It is also a gem to look at because of all the tweaks you have implemented to make it attractive and optimized. You now want to make sure that your medical spa website is something your target market will want to visit and not avoid.
The best way to do this is to perform reputation management activities. As part of digital marketing, online reputation management plays a vital role not only in addressing negative reviews but also positive ones.
The first thing you should remember is no matter how you strive to give the best service and products, there will be times when you will receive bad reviews, whether it is caused by your business’ side or the customer’s. No matter what kind of feedback you get, being able to respond the right way is a great thing.
Aside from advising on how to respond correctly, digital marketing offers you tools on how to get more reviews. It will use different techniques to enhance your online presence. This is usually done through Google My Business and social media.
The most important way that online reputation management can help is by making positive content matter more than negative ones. Imagine getting a bad review posted on social media or a personal blog, which you feel is unfair and unreasonable. You want to make sure that this article is not the first thing potential customers see when they search your medical spa business’ name on search engines.
By creating informative content or those that showcase your brand the way you intend it to be, you are increasing your own content’s potential to reach the number one spot on search engine results.
The Bottom Line
Medical spas may take time to recover. In the meantime, you can improve your digital marketing to encourage more customers to visit your business. With these techniques, you are sure to drive traffic and increase your conversion rates with minimal issues.