Med Spa CEO

This week's episode is the second in a 3-part series called "The real skinny on achieving your big, audacious dreams in your aesthetic business."

This series was born out of the false beliefs and thinking I see many aesthetic and skin professionals fall victim to.

This thinking holds most aesthetic businesses back from reaching their true potential.

But that's not going to be you, friend!

I'll be honest, some of what I say may be tough for you to hear.

But mostly, I hope you leave the episode empowered to take full responsibility to go after the business of your dreams.

The 1st episode was titled: "Why Your Business Isn't Growing." If you haven't listened to that episode yet, I recommend that you do listen to that one first.

This episode is titled: "How To Cast a Dream Vision for Your Business" (Part 2)

This podcast episode is a bit different than other episodes where I get pretty tactical on advice and strategy...

Today I'm going to challenge you to really dream BIG.

To cast a vision for yourself. And for your business.

I want you to take out a journal or a fresh piece of paper (nothing with a keyboard is allowed).

I want you to really take the time dream BIG.

Things mentioned in this episode:

• The Skin Socialite subscription membership. (www.theskinsocialite.com)
• Sarah Blakely (https://www.spanx.com/saras-world)
• Heather's Instagram: https://www.instagram.com/heatherterveen/

This week's episode is the first in a 3-part series called "The real skinny on achieving your big, audacious dreams in your aesthetic business."

This series was born out of the false beliefs and thinking I see many aesthetic and skin professionals fall victim to.

This thinking holds most aesthetic businesses back from reaching their true potential.

But that's not going to be you, friend!

I'll be honest, some of what I say may be tough for you to hear.

But mostly, I hope you leave the episode empowered to take full responsibility to go after the business of your dreams.

This 1st episode is titled: "Why Your Business Isn't Growing" (Part 1)

We unpack 7 key factors holding many aesthetic businesses back from seeing consistent business growth:

⤗ Too busy working "in" your business rather than working "on" it.

⤗ Impatience. Looking for evidence of results before you really should.

⤗ Lack of true commitment. You haven't really committed to your vision 100%.

⤗ Lack of curiosity. Curiosity is your secret weapon as you try out new things in your biz.

⤗ Too scared to invest in yourself and your biz.

⤗ You think you are at the effect of all of your circumstances.

⤗ You haven't found your UVP and established your authority around it.

Things mentioned in this episode:

• The Skin Socialite subscription membership. (www.theskinsocialite.com)
• Heather's Instagram: https://www.instagram.com/heatherterveen/

It's tempting to look at the next sexy marketing tactic or advertising strategy with the thought:

"I just need MORE patients, MORE exposure, MORE revenue."

While a healthy marketing plan is an important piece in your business's overall health, it isn't going to help if your business's foundation is fundamentally broken.

In this episode, I chat with Brian Hayes of Orion Marketing Consultants where we unpack what most aesthetic businesses' are missing in order to truly see long-term success in their businesses.

Brian walks us through his 6 pillars every aesthetic business needs in order to build a rock-solid business foundation.

The 6 pillars for a rock-solid business foundation:

1. Have a clear plan
2. Build a championship team
3. Focus on your ideal patients
4. Stellar communication internally and externally.
5. Knowing your "secret sauce"
6. Staying agile

There are so many takeaways in this episode, but my personal favorite is this quote:

"Busier doesn't lead to better, but better almost always leads to busier."

Links mentioned in this episode:

Brian's website: http://www.thehunterorion.com Reach out to Brian directly here: [email protected] Brian's Instagram: https://www.instagram.com/brianthehunterorion/ Brian's LinkedIn: https://www.linkedin.com/company/orion-marketing-consultants/

Tackling the Google search rankings for your aesthetic business can feel downright overwhelming.

Questions pop up:

"Is it possible to profitably use Google Ads in my area?"

"Why is my Google Maps/Google My Business information not showing up? Or if it does show up, why is key information missing?"

"And why, oh why, can't I get my med spa organically listed on the first page of a search?"

In this episode, Glenneth Reed of The Visibility Method comes on to answer these questions and So. Much. More.

This episode is truly EPIC.

You won't want to miss a single minute of it.

Golden nuggets in this episode:

• The 3 different sections of a Google search result
• What is Google Maps/Google My Business? And how do get it set up correctly and make sure it's optimized?
• Can we still use Google Ads profitably for our med spa? Where do we start?
• What are the two big areas we need to focus on when it comes to SEO optimization for our website?
• And so much more!

Links mentioned in this episode:

Reach out to Glenneth directly here: [email protected] Connect with Glenneth on social media: @glennethdotcom Test my site speed: https://www.thinkwithgoogle.com/feature/testmysite/ Google My Business listing: https://www.google.com/business/ Glenneth's image optimization tips: https://www.thevisibilitymethod.com/tips-for-seo-image-optimization/ Glenneth recommends Squoosh to reduce images to a smaller size: https://www.thevisibilitymethod.com/squoosh-images-to-a-smaller-size/ Glenneth's 15 reasons your site may not be ranking on Google: https://www.thevisibilitymethod.com/15-reasons-your-site-may-not-be-ranking-on-google/ Glenneth's blueprint for Ranking on Google (SEO checklist - freebie): https://www.thevisibilitymethod.com/seo-checklist/

Do you ever struggle to take crisp and sharp photos inside of your practice or spa?

If your answer was a resounding "yes!" then this episode is just for you.

It's challenging taking photos indoors for your business's social media accounts.

In this episode, I bring on my friend and photographer Rosemary Watson to share how you can create awesome photos with just your phone.

Golden nuggets in this episode:

• What's visual content is currently working on Instagram right now.
• Having an intentional workflow will set you up for success.
• Using some basic hardware will help elevate your pictures.
• Rosemary shares what post-editing software she recommends (and it's FREE!)
• How to repurpose your content for the long term so you don't feel like you have to reinvent the wheel month after month. (Can I get an "AMEN!")
• And so much more!

Mentioned in this episode: Rosemary's website Rosemary's instagram Heather's Instagram Diva Ring Light Selfie Tripod Stand Planoly Lightroom App Dropbox Canva

The impetus for this impromptu podcast came from an offline conversation I had with Kaeli Lindholm about some observations we both had when working with practices about the patient experience.

We decided to invite listeners in and share it on the podcast so that you could glean some tips on how you can improve the patient experience in your practice or spa.

We hope you enjoy this honest and uncut conversation!

Mentioned in this episode:

Kaeli's website: http://klcaestheticconsulting.com

Kaeli's Instagram: http://instagram.com/klcbosslady

Heather's Instagram (http://www.instagram.com/heatherterveen)

Aesthetic Success Podcast Episode #6 (http://www.heatherterveen.com/habits-of-7-figure-mds-taking-actionable-steps-toward-achieving-goals/)

You're dying to add a new aesthetic offering to your practice, but you're unsure if it's truly the "right" move for your practice or spa.

Well, you're in luck my friend because today's conversation is all about unpacking the Top 5 Questions to Ask Before Investing in an Aesthetic Device.

Kaeli Lindholm of KLC Consulting is back on the podcast to share her unique perspective of sitting at "both sides" of the negotiating table when leveraging her device sales and management experience to acquire new technology as a partner in a plastic surgery practice.

If you're considering a new device, now is a perfect time to stop and ask yourself these five crucial questions.

1. How many potential patient candidates do we have for the treatment?
2. How are we planning to launch and sell this procedure?
3. Which company has the most aligned post-sale support program?
4. What is the feedback of clinical outcomes AND revenue metrics from practices in the same of similar specialty, age, and size.
5. If there is a consumable, how will the added expense actually impact my BOTTOM line?

Mentioned in this episode:

Kaeli's article on this topic: http://klcaestheticconsulting.com/top-5-questions-to-ask-before-investing-in-an-aesthetic-device/

Kaeli's website: http://klcaestheticconsulting.com

Kaeli's Instagram:https://www.instagram.com/heatherterveen/

Heather's Instagram (http://www.instagram.com/heatherterveen)

Aesthetic Success Podcast Episode #6 (http://www.heatherterveen.com/habits-of-7-figure-mds-taking-actionable-steps-toward-achieving-goals/)

Aesthetic Success Podcast Episode #8 (http://www.heatherterveen.com/improve-patient-outcomes-and-profits-with-jason-merkin/)

I'm so excited you are joining me today! There's nothing I enjoy more than helping you have "a-ha" moments that help you move the needle in your business so that you can earn more money and revenue consistently so ultimately you can have a bigger impact on the world.

Today we're chatting about the true secret to having success when it comes to marketing your aesthetic business.

It's not your logo.

It's not your credentials.

It's not your copy.

It's not your website.

It's not your amazing services and products.

What do you think the most important thing to have would be?

When it comes to advertising what matters most is having your offers show up in front of the correct audience.

Idea #1 Collaborate with other businesses that have matching customer avatars to your business with some sort of special offer or gift card or discount program.

Idea #2 Host events in conjunction with other complementary businesses OR host special events, evenings, etc. at your practice or spa.

Idea #3 Google Advertising (YouTube advertising)

Idea #4 Social media + FB and IG Advertising

Idea #5 Is to make sure you are maximizing the "lifetime patient value" of your current patients/clients of your practice or spa.

Mentioned in this episode:

Heather's Instagram (http://www.instagram.com/heatherterveen)

Aesthetic Success Podcast Episode #2 (http://www.heatherterveen.com/build-ideal-patient-avatar/)

Aesthetic Success Podcast Episode #12 (http://www.heatherterveen.com/4-simple-steps-to-attract-new-patients-with-facebook-ads/)

Today's episode topic was brought up to me after I surveyed my email list to find out what YOU were interested in hearing more about. I got a number of great ideas that will be upcoming podcast topics to dive into, and today's episode is the first of the topics that was listener recommended.

This particular topic idea came from Kaeli Lindholm of KLC Consulting who is a former podcast guest on the show. She came back on in episode #6 where she shared 7 habits of 7 figure MDs. If you haven't listened to that episode yet, you'll definitely want to have a listen to that one...you don't have to be a doctor in order to get massive value from the wisdom she shares in that episode.

Kaeli asked: How about "algorithms"? There's so much conflicting info. What's current? Engagement? Followers? What's our goal?

This is such a great question. And if you ask 10 online marketers or social media experts this question you'd get 10 different responses. There'd be some overlap in strategies of course, but almost everyone has a slightly different and nuanced philosophy when it comes to this.

Before I dive into the answer to Kaeli's question, I give you a bit of my background story when it comes to online marketing and social media to give you some context as to why I believe the things I believe when it comes to algorithms and using social media specifically to grow your business.

Some topics discussed in this episode are:

• How to make your business algorithm-proof
• Followers or engagement? What should you focus on?
• What makes your content engaging
• What should your end goal be when it comes to marketing your practice or spa on social
• Who matters the most

This episode is the first in a series of episodes where I will be covering listener questions. Do you have a question you'd like to hear answered on the show? Email Heather at [email protected] or DM Heather on Instagram @heatherterveen.

Why hello there friend welcome to another episode of the show! Before I dive into today's topic, I wanted to make sure you knew about a special FREEBIE I have for this week's episode topic >>> Email Service Provider Comparison Cheat Sheet

Is email marketing really worth it?

This is one of those questions I know you have likely spent zero time thinking about in your most recent marketing brainstorms.

Sure, you may scramble last-minute to send out a "newsletter" with your monthly specials, but it's usually put together with just your promotional offers in mind.

You might throw a hail-mary pass come 4th quarter sending a one-off email about your big ol' holiday sales event...but it could be weeks before your subscribers here from you again after that lone email.

Some of you don't know how many folks are on your email list or how they got there. Are they past patients, consults? Have they spent money in your office before?

I know a few of you have given up on the whole idea of email marketing.

I want to share some statistics with when it comes to email marketing from Hubspot (https://blog.hubspot.com/marketing/email-marketing-stats) that I think may just surprise you:

• More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands. ((Campaign Monitor, 2017).)
• 99% of consumers check their email every day. ((DMA Insights, 2017)
• 80% of business professionals believe that email marketing increases customer retention.
• In a recent survey, 59% of respondents say marketing emails influence their purchase decisions. (Campaign Monitor, 2019)
• >59% of marketers say email is their biggest source of ROI ((Emma, 2018)
• Marketers who use segmented campaigns note as much as a 760% increase in revenue. ((Campaign Monitor, 2019)

Email is TRULY the 6th man in your marketing arsenal, friend...truly.

Today we're going to dive into using email as a tried and true workhorse to grow the revenue in your business.

But before we do that, I want to chat about some common mistakes I see you making with your email marketing.

#1 Using it purely for promotional purposes

#2 Trying to make it look really aesthetically pleasing (lots of graphics and lots of branding...text based)

#3 Not being freaking human (do use first names, don't use Title case in your subject line write it like a normal sentence, talk conversationally)

Now that we have some of the mistakes out of the way. Let's go over how you can use email to really bring in steady revenue into your practice or spa.

#1 Have a way to grow patient leads by capturing emails from your social media followers, ads, visitors to your website.

#2 New subscriber nurture sequence (indoctrination sequence or a welcome sequence). This is 3-5 automated emails that every single new email subscriber goes through (whether they've found you online or from coming into the doors of your practice or spa).

#3 Reengage past paying patients and continually nurture the relationship with potential patients from your freebie offers consistently and continually with email.

#4 Segment. Create segment silos inside of your Email Service Provider.

#5 To be consistent.