I have had the absolute honor of working with one of the kindest humans I’ve ever met, who also happens to own and operate 360 MedSpas, a very successful med spa in Central Iowa.
Susanne brought on love local in 2019 to help explore local marketing opportunities and foster deeper connections with her existing customers using social and email marketing. By doing an initial audit of the business, we saw dozens of opportunities for very simple optimizations, as well as longer-term projects. The amazing thing about working with Susanne is that she is incredibly progressive, open to creative ideas, and an action taker. Not to mention, she is one of the best Botox injectors in the state with 15+ years of experience, so you know you’re getting incredible service when you book an appointment with her!
Today, we’re sharing five ways we’ve been able to go deeper with current clients and wider with strategic local marketing efforts.
1. Online Booking
A great feature of 360 MedSpas is the ability to book appointments online. That was our first project together to make it easier for clients to book appointments and alleviate the daily email requests and Facebook messages asking when appointments are open. As a business owner myself, I’m always looking for ways to reduce inbox overflow and admin tasks for the business owners I work with. Why?
Getting stuck in the weeds is not what most of us signed up for with business ownership. The more systems and processes that allow biz owners to focus on the client/customer and create amazing opportunities, the better. I hear it all the time, business owners are stuck working in their business instead of on it. At love local, we care about marketing your company, but we want to send prospective customers to a business that is thriving and oftentimes that means stepping back initially to address automations and systems.
2. Social Engagement
While we’re definitely fans of creating good content for social, an equally (if not more) powerful tool is engaging with your audience as the owner of the brand and as the business. This is something I see very, very few business owners doing and it’s unfortunate because you’re missing an opportunity to foster REAL relationships with people online. We teach this in our personal branding course over at Brand Launch, and at love local, we take time on the accounts we oversee to engage back with humans and brands, creating trust and long-term loyalty.
We also create fun opportunities like giveaways (Susanne is so generous in this area because she LOVES her community so much) to reach more people and give current clients a chance to get an extra, complementary pampering. This has been a blast to do because the engagement is so strong every time we put something out! If you are not following 360 MedSpas and you’re in Central Iowa, head to their Facebook Page so you can potentially win, too and experience the vibrant team.
3. Ditching Stock Photos
Stock photos suck. There, I said it. It says to me, “I’m not willing to invest in my brand and am not creative.” You’re never going to move the needle on social for your business if this is your approach. Even simple iPhone photos are 10000x better than taking images from the Internet. Authenticity is the name of the game friends so get some selfies with your favorite clients, show the beautiful flowers you bought for the front desk, show us the neighborhood you’re in… social is meant to build engagement, connection, and relationships. Stop using stock photos.
Susanne knew this immediately which is why we get together every other month with a local photographer to capture brand images. From products to team photos to images of clients getting services, we create polished images of 360 MedSpas regularly to keep content in alignment with the brand. We include it in our love local monthly fee and get it scheduled so our biz owners don’t have to worry about finding talent or what’s needed to create a great shoot.
4. Growing the Email List
This has been an incredible tool for 360 MedSpas and dozens of other local businesses we work with. It’s too simple not to do and if you have really loyal clients, they want to hear what’s going on in your business. Together, we built her main email list and currently send emails 1-2x per month with updates on services, events, products, holiday promotions (this has created HUGE results!), and other relevant info.
There is truly nothing fancy about this email; we provide succinct and timely information that we know clients are interested in and get fabulous open rates, click through rates, and action rates. It is a beautiful addition to most service-based businesses (especially retail/storefront) can use to keep an audience engaged even more than social media since ya know, algorithms and all that. 😉
My absolute favorite email marketing platform is ConvertKit, but for most local business owners, the choice is MailChimp because of the design elements and ease of us (for the most part). You can even upgrade your account on MailChimp and create automations, welcome email series, and so much more. We’ll dive into that in the local business academy online course, launching this summer.
5. Other Optimizations
There are dozens and dozens of other tweaks we have made within Susanne’s business to give the customer a beautiful journey throughout the entire interaction. This is NOT about customer service, it’s about the brand experience. You better have good customer service, but what I challenge business owners to think about is the entirety of someone’s journey… from the second they stumble upon your Facebook Page to the minute they leave their first interaction at your store (or at a meeting with you). Is the message congruent? Is the experience similar to what they would see on the website?
We dive into a TON of simple, quick optimizations you can make in our 14-day challenge right here.
There are so many other marketing opportunities we are still working on and through that have generated a lot of impact with both client growth + retention, as well as revenue. I can’t share all the secret sauce because that’s the magic of working with our team and what comes of conversations, exploration, and collaboration. I am so grateful to work with a human who empowers our team and who sees possibility and takes action.
If you need a dose of strategy or ideas to grow your business, inquire here my friend! We’ll help you get to the next level if you’re ready for that type of commitment. 😉
My name is Emily Steele and I teach local business owners how to be the legends they are and build an irresistible and profitable local brand.