Med Spa CEO

Have you tire-kicked the idea of running Facebook ads for your practice or spa, but don't know where to start?

Well my friend, in this episode I have my friend and brilliant FB ads manager extraordinaire, Tammy Cannon, back on the podcast to walk you through 4 simple steps to attracting a steady stream of patients with FB advertising.

You'll walk away from this episode with a doable action plan for getting started with FB advertising.

The four steps we discuss are:

#1 Have an enticing reason for potential patients to take the next step with you.

#2 Use email to get them to make a micro-commitment with you.

#3 Court them with an awesome relationship nurture plan.

#4 Then pour gasoline on the above with FB ads -- meaning don't get started investing in ads until you have a thoughtful roadmap for them in place.

***Be warned executing on the above will grow your business quickly!***

Some nuggets of wisdom in this episode are:

• What do you have to know and understand before even starting to map out steps 1 through 4.
• Why you are leaving money on the table if you are not consistently connecting with your email list.
• Why "boosting" posts is not going to cut it in the long run for attracting quality patient leads.
• The biggest mistake we see folks making when getting started with FB ads.
• And so much more!

Links mentioned in this episode:

Heather's Instagram - https://www.instagram.com/heatherterveen Heather's Facebook Business Page - https://www.facebook.com/heatherterveendotcom Heather's Social Media Roadmap Opt-in - https://www.heatherterveen.com/training/ Heather's email for those interested in our services - [email protected] ASP Episode #2: Ideal Patient Avatar - https://www.heatherterveen.com/build-ideal-patient-avatar Tammy's Instagram - https://www.instagram.com/themultipassionatepreneur/ Tammy's website - https://www.themultipassionatepreneur.com/

Does the thought of keeping your practice or spa booked-out every day keep you up at night?

Do you run out of ideas of where and what to market to attract a steady stream of patients to your practice?

Well, my friend, this episode is in response to those worried and anxiety-ridden messages that fill up my inbox from all of you.

I got you!

When you're knee-deep in the trenches actually doing the work in your practice it can be daunting to lift your head above sea-level to scout new marketing opportunities.

BUT...

Fresh marketing ideas are the lifeblood of any successful business.

Let's make sure your marketing bucket is full of them.

Some nuggets of wisdom in this episode are:

• How to spot the low-hanging fruit marketing opportunities right in front of your nose. (This doesn't involve complicated algorithms or hiring expensive agencies!)
• How (and WHY!) you need to cultivate an idea bank for your marketing plan.
• Why auditing your social media is a treasure trove of market research for your practice.
• The ONE word that should be the ethos behind all of your marketing efforts.
• And so much more!

Links mentioned in this episode:

Heather's Instagram Heather's Facebook Business Page Airtable.com ASP Episode #2: Ideal Patient Avatar

When it comes to getting more booked appointments to your aesthetic practice or spa, SEO and website optimization is usually at the top of most practice owners marketing wishlists.

Getting your practice ranked on the front page of google locally for your procedures and services is a must.

That's why you guys are going to love today's guest!

John Vakidis is a Healthcare Marketing Expert and Regional Account Manager for DoctorLogic. In the last 6 years, John has personally consulted over 500 elective care practices about website design and online marketing.

John and I dive into three ways aesthetic practices can improve SEO to try to get on that coveted first page of Google search results.

We unpack three website relevance factors that are paramount in getting your practice or spa ranked well:

#1 Content #2 Keywords #3 Website Structure

Some nuggets of gold in this episode are:

• The who, what and where matters! Focus on the doctor(s)/staff, procedures offered and details on where the business is located.
• Think about the client. They have a problem and you have a solution -- Which is why displaying photos and galleries of before and afters is very important.
• Reviews are a great way to build trust, and they need to be on your website.
• Think about what longer-tail phrases and questions your patient might type into Google when searching for your procedures and services. Those are the less competitive keywords you should go for.
• Half of all searches by 2020 are going to be done by voice.
• The way the menu is laid out and the URL structure of the website are just a few things Google looks for when ranking.
• Don't set it and forget it!

What you will learn:

• How to get better quality inbound leads from your website
• What SEO actually is
• The factors Google uses for its algorithm
• Why you need to build the know, like, and trust
• Difference between short tail, middle tail, and long tail keywords

Links:

Heather's Instagram Heather's Website DoctorLogic John's LinkedIn Call or text John: 972-786-6800

Join me as I chat today with my special guest, Jason Merkin, district sales manager at Aesthetic Management Partners. Jason is a matchmaker for practices when they are searching for technology for their products and service offerings. He works in the advanced aesthetic laser space, covering everything from facial sculpting all the way to women's health. His business works with many med spas and dermatology offices.

Jason and I discuss why lasers are such an excellent tool for surgery practices, and we also talk about different combinations of how lasers can be used in the field. We discuss mistakes that are made with marketing these new practices, and hear personal examples from Jason.

Why are lasers an excellent tool for practices to use?

The biggest thing that industries and customers want is the best results with as little downtime as possible. Technology has grown over the years and people can now consider a surgical route or a non-surgical route. Jason says you must be aware of what you are doing and decide if a laser makes sense.

Examples of practices that offer surgery incorporating lasers:

The practices that use lasers include them in the operation room and pre/post-surgery. Before surgery, they can be used to help with the process, and afterwards, they can be used to help touch things up or aid in healing. Most offices that Jason works with do a little bit of both.

MedSpa offices that do not offer surgery but do use laser technology:

Jason says that he has learned a lot about dealing with these offices and knows that they maximize the rooms they have and generate as much revenue as possible. These offices can earn business by being efficient and keeping their rooms filled.

Jason believes having the best technology and the least amount of downtime helps fill these spas and generate loads of revenue. The MedSpa environment is about getting the best results and making it as easy as possible for the customer. This is ideal for a customer that wants something fast and does not have to worry about surgery.

Communicate the Need for Maintenance:

Virtually every treatment in this industry requires maintenance. There is no such thing as a one and done. Jason says that every month, MedSpas should reach out to their customers and keep them in the loop.

A lot of MedSpas don't do this and it can hurt them in the long run. Setting up a monthly routine can help immensely.

Most significant mistakes with marketing technology:

One of the biggest mistakes Jason sees would be Groupon. He says that it has devalued a lot of the industry and can lead to customers not coming back to the office. It is hard to be profitable when high-end techniques are used and not having people return for the same price.

The other most significant mistake is not marketing. Jason is always surprised to see that some offices do not do this. He insists that you should have a marketing budget to ensure you are drawing customers into the office.

Other Advice:

There are a lot of competitors out there, and you must keep up with the technology and keep the wait time down. Jason suggests talking to other providers on the technology and hearing their opinions.

What you will learn:

• Why lasers are such a great tool
• Different combinations of how lasers can be used in the medical field and practices
• The mistakes that are made with marketing

Links:

Heather's Instagram

Heather's Website

Aesthetic management website

Jason's Facebook

Jason's Instagram

Jason's Email: [email protected]

Jason's Phone Number: 480-300-2993

Today I dive into three mindset shifts, and no matter what industry you are in, we need to have some entrepreneurial mindsets. I believe you must have these in order to see growth over the years of your practice. The three mindsets are: Commit 100%, you cannot do it alone, and celebrate the failures.

Mindset Shift #1: You must commit 100% before you have the evidence of success. This must be done, and even I have struggled with this in my career. For us to be successful and obtain our goals, we must fully commit.

An example of this was when I worked at a cosmetic dermatology office that tested many different areas of marketing. Often times these tactics were abandoned and we would never find out the results. The staff would not know if the tactics worked or not. It is not that the marketing did not work, the problem is that they were not committed to these marketing channels.

Diving 100% into your business allows you to reach your highest potential. You must be patient and make sure you are seeing everything all the way through. Giving up right away does no good and is not worth it.

Mindset Shift #2: You cannot do it alone. In the beginning, you might have to wear many different hats. However, as time goes on, you must make sure that you have people on your side.

Having a support group can do wonders for your business and can help you all get on the same page. An example of this by having a Slack or Facebook group video chat to check in with one another every now and then. This gives everyone the support they need in creating a healthy business.

Mindset Shift #3: Celebrate the failures. This is one of the harder things to do, especially when they happen. However, these setbacks are a part of business and those of us that can handle them end up being better owners. It is best if you can come up with a way to celebrate these setbacks to help the business grow over the years.

What you will learn:

• Mindset shifts on whatever industry you are in
• How to grow with the industry you are in

Links:

Heather's Instagram

Heather's Website

Join me as I chat today with my special guest, Kaeli Lindholm, the President and Founder of KLC Consulting. KLC Consulting is an aesthetic practice development company dedicated to the success of industry physicians and their patients, as well as medical device corporations, their employees, and their customers. As a leading expert in practice development, KLC Consulting builds creative product launch plans and marketing strategies to achieve both short and long-term revenue goals. Kaeli and I discuss her e-book coming out titled 7 Habits of 7-figure MDs, which helps motivated physicians take actionable steps toward achieving their goals. Kaeli found that practices who succeed and those which fail could be separated into two different categories: 1. Their practice is propelled by their motivation for growth. 2. Their practice is stunted by their fear of failure. The qualities that separate 7-figure medical doctors from others is their ability to credit the exceptional qualities of their leaders. There are specific characteristics that could be learned to achieve their ultimate goals. Habit #1: They have a high EQ. EQ is the ability to understand other people, what motivates them, and how to work with them. This is important because they need to identify with their patients. People with high EQ tend to have these five traits: 1. Self-awareness 2. Self-control 3. Empathy 4. Compassion 5. Social skills The doctor needs to earn the patient's trust while setting expectations. For instance, if a patient has an adverse reaction to anesthesia, the doctor will take all proper measures to provide treatment. However, the doctor does not calm the patient or install a sense of confidence and does not pay attention to their emotions. The high EQ doctor may not be quite as experienced, but may be more comforting. Habit #2: Relentless conviction. These 7-figure doctors have a contagious energy. Some may perceive it as ego, but Kaeli sees it as a level of confidence. Habit: #3: They set financial goals but do not always measure in dollars. What are you looking to achieve and how are you going to communicate these goals to everyone in your life? Look at ways to accomplish the goals rather than setting the dollar amount. Begin with the end in mind. Most practices do not set goals. Their goals are to make their patients happy and to grow their practice. The ones that do set a financial goal will help them put strategies and communication tactics into place. For example, set a goal for $100,000 per month on non-surgical laser treatments. To do this, the practice would need at least thirty patients, and they know it will take at least $600 to attract, convert, and close each patient. Doing the math backwards will let you know how much you need to spend to gain each patient. Habit #4: They nurture their personal brand. They believe that their business will progress as they evolve as individuals. Not in an egotistical way, but a very humble way. Everything that these doctors do as it relates to staff, patients, and business interactions are things that relate back to their brand. Plus, they have a routine that helps improve physical and mental fitness. This is essential to control stress and anxiety while providing clarity and focus. 7-figure doctors invest in personal development. Habit #5: They have an attitude of gratitude. Great things in life and business are not accomplished by one person. Three tenants are always front of mind: 1. Team – understanding how crucial it is to trust and embrace the team. 2. Diversity – embracing the diverse background of others in the workplace. 3. Humility – taking pride in work but being humbled by success. Habit #6: Habitually learning. Regardless of their level of experience, 7-figure doctors are investing time in learning new techniques, innovation, and approaches. Younger doctors will ask to spend time with more senior and established doctors. While on the other hand, the more experienced doctors are spending time with younger doctors to learn about new technologies and innovative methods. Habit #7: They work within their zone of genius. They delegate and outsource to a team around them to manage the other operations of their practice. They lead the ship but manage the different touch points of what is necessary to run a thriving practice. What you will learn: ● Why the secret to success is having support ● How habitually learning will set you apart from those staying stagnant in their practice ● Setting goals will give you tangible action steps to take your practice to the next level ● How to have an attitude for gratitude Links:

Heather's Instagram Heather's Website Kaeli's Website Kaeli's LinkedIn Kaeli's Instagram Who Moved My Cheese?: An A-Mazing Way to Deal with Change in Your Work and in Your Life

Interested in Kaeli's eBook? E-mail [email protected] for a copy!

Join me as I chat today with my special guest, Tammy Cannon, a self-professed multi-passionate-preneur. Can you relate? Through her work as an author for Social Media Examiner, working with hundreds of clients as a social media and Facebook ads manager, Tammy inspires a sense of confidence and trust, and an 'I can do it' feeling for her students and clients. Her hand-holding approach has created repeat clients and students for her programs and offerings.

Tammy and I dive into the social media mistakes to avoid and how to fix them when you're trying to use social media to grow your bottom line.

Mistake #1: Not having a game plan. Plans are essential to avoid those haphazard and inconsistent postings. Keeping up with a consistent plan for posting is something people struggle with. The number one solution to this is usually in the form of batching. Having a way in advance to plan out one week's worth of content is an improvement. Tammy has broken it down into a simple system that keeps it easy:

1. Consider creating twelve topics around your practice. If you are already blogging, these topics could be part of your blog.

1. Go outside the box and look at the national day calendar to have fun and maintain personality, it will help you create filler content.

1. Come up with three or four themes. Ask yourself why you do what you do. Another theme can be a behind-the-scenes post. Once you have all your themes, you will know precisely what you are going to post each week.

For those of you who do not have a blog or a YouTube channel, you do not need to start one. Your content could just be a topic that you want to share about on any social media channel.

Mistake #2: Serve before you sell. We all need to promote our specials because we are running businesses. However, you can really get to know your community if you ask questions ahead of the next month's promotion. You can serve while promoting by using personality and interactions. Now it will not feel like a sales pitch; instead, it will feel like a solution to your audience's problems. Talking to your audience more intentionally will give you an exact copy of language to use in your posts.

Mistake #3: Not investing in paid advertising. Back in the day, our feeds were filled with the most up-to-date and recent posts. Everything has changed! One percent or less of people will see your organic posts on Facebook. On Instagram, the most popular posts are first; so some of our pictures are going to get lost in the feed. Take the carrots to drive traffic and get people clicking on your website.

Mistake #4: Not having a way to measure whether or not social media is actually working for you. Lead magnets and freebies are gifts people get in exchange for an email address. This can also come in the form of a contest; to enter they need to give out an email address.

Email lists are gold for any business owner. Now that we know about online marketing strategies, your email list is vital to the health of your business. We can take the list even from ten years ago and download it into a file. Then, the file can be uploaded into Facebook Ads Manager and ads will be run specifically to that email list.

People who already paid you are five times more likely to give you money again rather than folks who have given you money in the past. It is less expensive to work with past guests then finding cold clients.

Mistake #5: Not infusing your practice's personality into Facebook and Instagram posts. It is more fun to connect with a local practice that is introducing their staff or showcasing a fun event. Bring your community into your feed via an Instagram story or Facebook live to show the audience a personality.

Mistake #6: Not being consistent. It is tough to be consistent if you do not have a game plan. People quit if they have not seen results in a few weeks; it is crucial to remember it takes time. With blogging, a great post may not do anything for your business for at least eighteen months. However, that does not mean you should stop blogging, keep pushing!

What you will learn:

• Social media mistakes to avoid
• How not having an intentional strategy is actually hurting you
• How you must serve before you sell on social media
• How not investing in paid advertising is probably leaving money on the table
• You must have a simple and effective system to measure whether social media is bringing results into your practice
• How you are likely not infusing your practice personality into your social media content
• How not being consistent is likely hurting the success you want

Links:

Tammy's Social Media Examiner articles Heather's FREE ROADMAP for aesthetic businesses Heather's Instagram Tammy's Instagram Tammy's Facebook Tammy's Website Heather's Website

Join me as I chat today with my special guest, Jillian O'Keefe, New York based Instagram Strategist, to find out how she is helping her clients grow an engaged and loyal following. She breaks down how you can use her method to build engagement for your Aesthetic Practice and convert your followers to patients.

With 5 billion people logging in each and every day, Instagram is growing faster than any other social media platform. Your ideal patients are guaranteed to be among them, which explains why you want to be involved. It is worth your time to create consistent content for Instagram.

If you've been on Instagram for a year or more you are likely familiar with the accounts full of bright, beautiful, stock photos. You may also have noticed a recent shift to sometimes imperfect photos and more thoughtful captions. This is because people want to connect, and if you want to connect with your ideal patients you need to get real.

Posts with the most engagement are the first to be seen in the feed, so try to think about the ways you engage during in-person exchanges and translate that to social media. You have the opportunity to start a conversation with your ideal patients. Be personal. Invite interaction. Leave boring at the door.

Instagram is not just about posting content. You can and should use hashtags and locations to go find your ideal patients and engage with them on their feeds. You want to connect with followers in your area, who share interests with your ideal patients. Don't know who your ideal patients are? That's ok! Go listen to The #1 Key To Successfully Marketing Your Aesthetic Practice and complete your FREE Ideal Patient Avatar Worksheet. Then jump down to links below to watch Jillian's screencast on how to search for relevant locations and hashtags.

When utilizing hashtags on your own posts there are a few things to keep in mind:

• The number of photos tied to the hashtag determines how efficiently your photo will rank. Use smaller hashtags so you don't get lost. You want to keep it relevant but limit competition.

• The limit is 30 hashtags for post. There's no one perfect number of hashtags to use for the best results. Play around with it to see what works for your practice. Just don't use the same ones every time; it looks spammy.

• There are banned hashtags. Scroll down to the links for a handy list.

• You can add hashtags to the bottom of the caption or as a comment. There is no right way and it doesn't affect the algorithm. It is completely your preference.

One of the biggest questions is "How often should I post?" When it comes to your feed, 2-3 posts per week has proven to be the sweet spot. What's even better is that it's a really doable number! You absolutely also want to incorporate Instagram stories at the rate of about 2-3 per day. That may seem like a large undertaking but when it comes to stories it's perfectly fine (and even preferable) to be imperfect. Use testimonials, a simple procedure, a featured product or sale, and anything behind the scenes to spark interest.

When it comes to tools, Jillian recommends keeping it simple. Later is a scheduling app you can use from your phone or desktop. And there's no need to invest in an analytics tool because Instagram's in-app reporting is pretty robust. Just make sure your account is a business account to access this data.

Bottom Line: Don't be afraid to break the mold. Avoid being overly professional as you will come off cold. If you are fun or goofy, show it. Connection builds trust and your ideal patients want to see your personality before investing in your practice.

What you will learn:

• Why you should be on Instagram
• What type of content is working in 2019
• How to use hashtags and locations to find ideal patients
• How to use hashtags to get more exposure for your posts
• How often you should be posting to Instagram
• How to use Instagram stories
• Jillian's #1 tip for creating engaging content on Instagram
• Recommended tools for scheduling posts and reviewing your analytics

Links:

Jillian's 'Using location to connect with other patients' screencast

Jillian's 'Using hashtags to connect with other patients' screencast

Jillian's 'How to Find Hashtags for Your aesthetics practice' screencast

Banned Hashtags

Heather's Instagram

Jillian's Instagram

Jillian's website

We are diving into three secrets to getting more patients from social media in this episode. It's one of Heather's favorite topics to chat about, but before we get into it, she provides some of her backstory and why she is so passionate towards online marketing and aesthetic practices.

The first secret that Heather shares is to be intentional. It sounds simple and obvious, but Heather affirms that there are many medical businesses that don't do this. She goes deeper into what being intentional really means and tells a story about a tip she learned while reading a maternity book that resonates with her business. We hear about the importance of providing potential customers with a journey instead of making social media posts with no clear mission and Heather's ARC model.

The second secret is having a framework, process, or system to follow. Heather shares her 4 C's framework for organic social media posts, but also says that there are a lot of different frameworks out there that may work for you. Heather tells us that the most important part of having a framework is actually taking action on it.

The third secret that Heather reveals is to build your email list. She talks about how assembling this list will separate customers who are just lurking on our socials from ones that are making a micro-commitment to us. Of course building your social media pages is important, but Heather insists that we do not own our followers on these platforms. It's a dangerous game if these channels are the only way we can communicate with our followers.

In today's episode, Heather is talking about how to build your ideal patient avatar (IPA). We learn about what an IPA is, why having one is critical to your practice's success, and how to identify yours.

To begin this topic, Heather shares a recent story about when she and her husband were choosing an architect to do some work on their home. The process was very closely related to choosing an ideal patient avatar, which leads into Heather's explanation of what exactly an IPA is. She then talks about various situations in which having knowledge about what your IPA is will be incredibly helpful.

We then continue on and hear about why it's so important to clearly define an IPA for your aesthetic practice. Heather expresses that being focused on your IPA will allow you to create a compelling environment for your practice before addressing criticism that she often hears about the IPA method.

Heather provides three questions to ask yourself when trying to determine your ideal patient avatar and reveals the resource that she has created to help us in this procedure. She then speaks to how identifying an IPA is even useful for current practices that are not happy with their current customer base.

After, Heather presents us with a challenge. She states that many people have given her resistance toward this challenge, but asserts that every business she has done it with has gained important information from it. We are then given encouragement to not get caught up in being perfect, but rather to get started and make refinements over time.

Click here to grab your Free Ideal Patient Avatar Worksheet: https://heather-terveen.mykajabi.com/pl/74735