You have 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 didnโt 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. Regarding good digital marketing strategies, weโve seen 4X conversions across the industry โ and for many of our clients โ with the right Facebook or Instagram customer retargeting campaigns.
But how do you do it?
The 5 Lead Generation Strategies Your Beauty Clinic Needs to Use Today!
Running a beauty clinic and a successful digital marketing strategy isnโt everybodyโs ballgame. Thatโs 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 wouldnโt 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 it was nearly $200 billion in 2020 and has seen over a 150% increase in the last ten years.
So, here are the five best ways to generate leads for your beauty clinic immediately.
1. Create Your Own Website and Landing Page
Thereโs 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 โ conversion. You get the email IDs of potential leads and other details like age that can help you target them later โ even if they donโt 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 โ once youโre done with the initial testing.
Youโre leaking profits if you havenโt already set up your website and landing page.
Letโs take the example of Lifeproof. They had a landing page, but they wanted to optimize it. And so they did some A/B testing.
They made a small change, updating their CTA from โShopโ to โShop Now.โ 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 who could walk into your store and not even know the value you can offer them.
Having an online presence can tackle all these issues. But, one of the problems that youโll run into is convincing people to give you details like their email.
So, youโll 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 youโll 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 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 youโll generate.
2. Launch a Referral Offer
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.
Keeping such offers open makes you 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. A simple incentive like 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.
3. Follow Up with Old Customers
Keeping old customers is the heart and soul of having a business. And it is much easier to sell your services to someone who has already purchased from you.
By the numbers, the probability that a repeat customer will buy from you is between 60-70%.
Provided, of course, that they had a good experience.
If an old customer hasnโt been visiting your beauty clinic for a while, follow up on them. Or better, send them an offer to attract them back to your store.
Hereโs the surprising part โ most businesses donโt even follow up once.
When competitors swoop in, they simply donโt want to return.
A personalized follow-up shows the customer that you care about them. This builds trust in the customerโs mind, making them more likely to buy from you.
You should follow up several times before you let a customer drop off the radar. Donโt get discouraged if you donโt hear back right away.
4. Offer Value in the Form of Content
Even though youโre offering a primarily physical service, generating good content can help people identify you online.
One of the simplest ways 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 haircuts 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, youโll also be able to lead them to your landing page.
Thereโs nothing that builds trust like having a wide audience. And if you can appeal to people where theyโre spending the most time, youโre 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 can 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 for your newsletter or email list for more advice.
5. Paid Ads / Social Media Marketingย
Now, SEO is a long-term game.
You need a good paid marketing strategy if you want some fast results.
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 itโs effective even with 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.
Content can help you generate an audience and even a small customer base. But at the end of the day, thereโs a service or product youโre selling.
You need to focus on paid campaigns that convert.
Direct response emails are not the best solution because they can get annoying fast.
This leads to a lack of footfall, even though youโve spent much 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:
Target the Right Audience
If you set your ad up to appeal to everyone on the internet, youโre 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 โsalons in XYZ location.โ And as a result, youโll be more likely to be discovered by a new customer.
This is for the term โbeauty salon.โ Itโs not the best term to target, but Googleโs 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 zero in on the right term, you need to target a keyword that doesnโt just have a 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.
Give Them a Great Offer
A great ad should come with a great offer. Remember, you aim to generate leads and not brand awareness. So, itโs important that the people who see the ad take some action.
Giving them an offer they canโt refuse is the best way.
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 youโre giving them must be eye-catching.
Use PPC and Social Media Ads the Right Way
They arenโt 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 are also comprised of social media. Your offer will also be featured on banners on these sites when people browse them.
Conclusion
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.
Last Updated on by Sathi
