You have your own repeat customers in your beauty clinic. And you probably feel there is no need to advertise to find more.
Until a new beauty clinic near you opens up, you see new faces and customers throughout the day. They even take in those new treatments that are both more effective and expensive (and offer higher margins for you).
Well, you offered those treatments too. So, why didn’t you get more people coming into your clinic?
The answer may lie in your customer acquisition strategy.
You need a paid marketing campaign that converts. When it comes to good digital marketing strategies, we’ve seen 4X conversions across the industry – and for many of our clients – with the right Facebook or Instagram customer retargeting campaigns.
But how do you do it?
Running a beauty clinic and a successful digital marketing strategy isn’t everybody’s ballgame. That’s why you should leave it to the experts. While you look at attending to clients, maintaining inventory, managing staff, and staying up to date with services, we can help with lead generation to keep the cash flow coming in.
And you wouldn’t just be selling services. For instance, hair salons in the U.S. have around 5-15% of revenue from the sale of accessories.
Think about the annual expenditure on beauty products. Statista says that it was nearly $200 billion in 2020 and has seen more than a 150% increase in the last ten years.
So, here are the five best ways that you can generate leads for your beauty clinic right away.
There’s no excuse for not having a website for your business. It not only helps establish brand credibility, but also helps you acquire leads passively.
A landing page has one simple goal – conversion. You get the email IDs of potential leads, and other details like age that can help you target them later – even if they don’t sign up for your services instantly.
And stats prove it. According to FinancesOnline, a landing page can generate 12x more leads for your clinic. And you only need to set it up once – once you’re done with the initial testing.
If you haven’t already set up your website and landing page, you’re leaking profits.
Let’s take the example of Lifeproof. They had a landing page, but they wanted to optimize it. And so they did some A/B testing.
https://cdn.searchenginejournal.com/wp-content/uploads/2016/05/lifeproof.png
All they did was make a small change – updating their CTA from “Shop” to “Shop Now”. That extra word added 12.8% to their conversions.
Where you add in words, and how you go about your paid campaigns can significantly impact your results. A well-optimized landing page will fare better with a social media or PPC ad campaign.
Think about this.
As someone operating a beauty clinic, you would have potential customers that could walk into your store and not even know the value that you can offer to them.
Having an online presence can tackle all these issues. But, one of the problems that you’ll run into is convincing people to give you details like their email.
So, you’ll have to offer something of Value. For instance, you could give them a free hair treatment or a discount code on their next visit.
You can customize the offer the way you want, but you’ll have to make opting in a no-brainer.
Give them a deal so good that they have no other option than to sign up.
Once they sign up, you can send them a welcome email sequence or send them personalized offers. This will help attract them back into the store and can set up a recurring model for your business.
However, consider having several landing pages so that they can appeal to a different set of customers. The more landing pages you have, the more leads you’ll generate.
One of the best ways to attract new customers is by giving them incentives to talk about you to their friends.
A referral offer can motivate customers to spread the word about your services. Say, they get a free haircut or your customer and their friend get a 50% discount on their next visit.
For the offer to be valid, you can ask both of them for their email IDs. This lets you add to your mailing list, and acquire a new customer.
By keeping such offers open, you’re much more likely to expand your business to unknown people.
Another way to build credibility with your customers is to ask them for a review.
But you might not get much out of them based only on good service. Having a simple incentive like a 10% off on their next visit can guarantee a positive testimonial for your clinic.
This way, you have satisfied customers who prove your worth to people on the fence.
Keeping old customers is the heart and soul of having a business. And it is much easier to sell your services to someone that has already purchased from you before.
By the numbers, the probability that a repeat customer will buy from you is between 60-70%.
https://www.superoffice.com/blog/customer-service-email-templates-for-business/
If an old customer hasn’t been visiting your beauty clinic for a while, follow up on them. Or better, send them an offer that can attract them back to your store.
Here’s the surprising part – most businesses don’t even follow up once.
When a competitor swoops in, they simply don’t want to go back.
https://www.leadsquared.com/learn/sales/follow-up-emails-after-no-response/
A personalized follow-up shows the customer that you actually care about them. This builds trust in the customer’s mind, and they are more likely to come back to buy from you.
You should follow up a number of times before you let a customer drop off the radar. Don’t get discouraged if you don’t hear back right away.
Even though you’re offering a primarily physical service, generating good content can help people identify you online.
One of the simplest ideas for you to stand out locally is to create videos in your salon documenting your services.
With free tools like YouTube, Instagram, and TikTok as popular as ever, you can reach out to many people creatively.
Hair transformations, make-up tutorials and haircut tutorials can help you become known online.
Product reviews can also help encourage people to get their accessories from you.
And after appealing to audiences online, you’ll also be able to lead them to your landing page.
There’s nothing that builds trust like having a wide audience. And if you can appeal to people where they’re spending the most time, you’re golden.
A good Search Engine Optimization (SEO) strategy can help your beauty clinic appear in local searches.
So, anyone looking for similar services on Google will be able to see your brand listed.
Visual content is what appeals to people the most right now. But, you can also increase your presence online with a blog.
Use your blog to deliver valuable information such as hacks to maintain hair health. When customers arrive on your blog, you can prompt them to sign up to your newsletter or email list for more advice.
Now, SEO is a long-term game.
If you want some fast results, you need a good paid marketing strategy.
You need a local PPC advertising and management strategy that works.
There are different kinds of PPC campaigns that you can try out for your business. The best part is that it’s effective even if you have a limited budget.
An SEO marketing campaign will recommend your landing page whenever a related keyword is searched for. On the other hand, a display ads campaign means that your ad will be displayed on other websites in the form of banners or a video message.
Sure, content can help you generate an audience and even a small customer base. But at the end of the day, there’s a service or product you’re selling.
You need to focus on paid campaigns that convert.
For instance, see this image below. This is a craftily done post that’s intriguing, interesting and offers a service. It’s short as well, and done once a while, can offer higher conversions – depending on where the ad is placed, and the audience viewing it.
https://judithstraetemans.com/email-marketing-dont-using-any-email-address-to-announce-new-business/
But where did they go wrong? As Judith tells you, they didn’t ask her permission to send this to her. And when you receive emails from people and companies you don’t know about, you treat it as spam.
What would have been a better approach? To have Judith sign up first with a landing page or a PPC ad.
Direct response emails are not the best solution because they can get annoying fast.
This leads to a lack of footfall, even though you’ve spent a lot of time, effort, and money on the best email sequence possible.
There are several key points that you need to take care of for your ad to be successful:
If you set your ad up to appeal to everyone on the internet, you’re wasting a lot of money.
You can use a PPC term to appeal to people searching for keywords. These can be specific treatments, hairstyles, or anything related to your unique solutions.
Your brand will pop up at the top, especially in cases where they search for ‘salons in XYZ location.’ And as a result, you’ll be more likely to be discovered by a new customer.
Let’s look at the image below.
This is for the term ‘beauty salon.’ It’s not the best term to target, but Google’s keyword planner tells you the average monthly volume forecasted for the term over the next year. That gives you an idea of whether that can be a good target keyword for your PPC campaigns. (Hint: To actually zero in on the right term, you need to target a keyword that doesn’t just have higher search volume but is more relevant for your audience.)
For instance, location will also be a key factor since you have a physical store. So, your ads should show up in the city or state of your store and where your customers most likely reside.
A great ad should come with a great offer. Remember, you aim to generate leads and not brand awareness. So, it’s important that the people that see the ad take some action.
Giving them an offer they can’t refuse is the best way to do so.
Have a call-to-action button that leads back to your website, landing page, or opt-in page so they can claim their offer.
The same steps in the landing page sequence will apply as you can get their email address in exchange for the offer.
The offer you write up concisely will appear when a user searches for the related keywords. So, the deal you’re giving them must be eye-catching.
They aren’t the same.
PPC campaigns are different from social media ads since they appear online. And especially on search engines.
Social media ads will only make your offer appear on Facebook, Instagram, and Twitter.
On the other hand, PPC ads comprise social media as well. Your offer will also be featured on banners on these sites when people are browsing through them.
Visual content, blogs, and isolated offers can help attract customers. But not at the rate that paid ads can.
Finding and converting customers using finely targeted ads can be very tedious. So, let the experts help you while you focus on delivering the best service for your customers. Book a call today to get started and build a steady flow of customers right now.