Your 7-Step Guide to Med Spa Digital Marketing in 2024

It takes a lot to attract high-end clients in the med spa market. While walk-ins are great, you can’t depend on that alone to grow your business.

What you do need is marketing. Specifically, digital marketing. This helps you find your potential clients where they spend most of their time — you guessed it — online!

But with all the noise surrounding "SEO" and "content marketing," where do you even begin?

This guide cuts through the jargon and equips you with a 7-step plan to make the most of med spa digital marketing. 

We'll show you how to attract ideal clients, showcase the value of your services, and leave the competition behind — all by developing the right digital marketing plan.

Advertising disclaimer:

Unless you have a LegitScript certification, you aren’t allowed to conduct any explicit advertising of Botox, Dysport, Xeomin, Daxxify, Jeuveau, or other injectables like these using their brand names. These are prescription-only medicines (POM) and cannot be promoted on social media or websites by anyone except licensed pharmacies or resale companies. Also, avoid using before-and-after photos, any photos with blood or of a graphic nature, and photos of needles that are blocked on social media platforms like Instagram and Facebook. This is general advice for educational purposes, but it doesn’t constitute legal advice. 

Why is digital marketing essential for med spas?

People are online. That's where they read, browse, and discover new businesses — including med spas. Digital marketing lets you meet them there, putting your services front and center:

• Targeted outreach: Digital marketing lets you pinpoint exactly who you want to see your ads — forget wasting money on broad marketing.

• From browsing to booking: Convert online interest into paying customers with targeted messaging and clear calls to action — people that discover your services can go straight to booking an appointment.

• Showcase exclusivity: Digital platforms are perfect for highlighting the unique aspects of your med spa and attracting the right clients for your services.

• Stand out from the crowd: A strong digital presence builds brand recognition and positions you as the premier med spa choice.

Step 1: Build a robust website

Imagine this: A potential client comes across a pixelated website with confusing drop-downs and generic stock photos. This is not the image of luxury and expertise you want to project, right? 

Your website is your digital storefront. It’s your chance to make a great first impression. Here are some tips to build a website that stands out from the competition and gives clients a taste of your exceptional services at first glance:

Professional design 

Invest in a clean, modern website design that reflects your brand's luxurious aesthetic. Use high-quality photos showcasing your spa's ambiance, a calming color scheme, and easy-to-read fonts. 

Remember, people expect a certain level of sophistication when it comes to med spas, and that’s what your website should aim to deliver.

SEO magic

Search Engine Optimization (SEO) ensures your website pops up when potential clients search for services you offer. 

We'll break down SEO into manageable steps later, but for now, think of it as the magic that gets your website seen by the right people.

Easy navigation 

Your website should feel easy to browse through. This means that visitors are able to find the information they need with minimal clicks. 

Use menu options like "Services," "About Us," and "Contact," with precise subcategories for specific treatments.

Here’s a pro tip: Focus on mobile responsiveness. Most people browse the web on their phones, so make sure your website looks flawless and functions smoothly on all devices.

Building a stunning website doesn't require coding skills. Here's a shortcut — Moxie can help you build a personalized website with pre-built templates purpose-built for medspas.

Step 2: Get discovered by your ideal clients with SEO 

An SEO-optimized page will highlight your med spa's name to everyone searching for your services online. 

Let’s say someone in your town types "dermal fillers near me" into Google. And there, at the top of the search results, is your med spa's website.

That's the magic of Search Engine Optimization (SEO). But SEO is more than just ranking high in search results — it's about attracting the right kind of clients who are actively searching for the services you offer.

Think about it — people don't usually stumble upon med spas by accident. They actively search online for treatments they need. 

SEO ensures your website pops up on the first page of search results when potential clients look for services you offer, like "laser hair removal" or "microneedling for acne scars." This translates to a flood of qualified leads who are already interested in what you have to offer.

Ranking high in search results sends a powerful message: You're a trusted authority in the med spa industry. People trust search engines, and seeing your website at the top positions tells potential clients you're a legitimate and reputable business they can feel confident choosing.

Here's a simplified breakdown of some SEO best practices:

Keyword research

What are keywords? These are terms people type into search engines like Google to find what they need. 

For instance, someone looking for cosmetic injections might use various phrases like:

• Botox injections near me (location-specific)
• Best Dysport treatment in [your city]
• Cost of Xeomin injections
• What to expect during Daxxify treatment

Identifying these keywords is crucial. Once you’ve done that, incorporate them strategically throughout your website content to increase your website's chances of showing up in search results when people use those phrases.

How do you do keyword research?

It doesn't have to be complicated or expensive. You can use free and easy tools like Google Keyword Planner to see the search volume for different keywords and even find related keywords you might not have considered.

Use the keywords well

Don't compete for generic terms like "med spa.” Instead, focus on long-tail keywords.

Target longer, more specific phrases like "Jeuveau injections for wrinkles near [your city]." 

These long-tail keywords are less competitive and have higher conversion rates, meaning the people searching for them are more likely to be ready to book.

Once you know your keywords, sprinkle them naturally throughout your website content — service descriptions, blog posts, and captions under photos. 

Remember to keep the content informative and engaging while naturally incorporating relevant keywords. People shouldn't feel like they're reading through a phonebook.

Keep in mind that while traditional SEO can be a powerful tool, it can be a long-term strategy with a significant investment. This might not be the best fit for every med spa, especially those starting out or focusing on a more local clientele.

That's where Google My Business (GMB) comes in and allows you to manage your spa's online presence across Google Search and Maps. 

Online reviews

Encourage clients to leave reviews on your Google page or website. Positive online reviews are great for SEO, and here’s why: 

• It shows Google that your med spa is trusted and builds trust with potential clients. Positive reviews on platforms like Google My Business are a ranking factor for local SEO.

• The more positive reviews you have, the higher your website is likely to climb in search results for relevant keywords.

Remember to make it easy to leave reviews. Don't just ask for reviews; remove any barriers that might prevent happy clients from leaving them. Here are some tips:

• Place QR codes strategically: Display them near your reception desk, treatment rooms, or on your business cards.

• Scanning a QR code with a smartphone takes users directly to your Google My Business review page, making it easy to leave a review.

• Post-treatment request: After a treatment, send a follow-up email thanking your client for their business and politely requesting them to leave a review on your Google My Business page or website. Provide a clear link to the review page for their convenience.

• Respond to all reviews (positive and negative): Responding to reviews shows you care about customer feedback. Thank happy clients for their positive feedback and acknowledge negative reviews professionally. Address any concerns and outline how you're working to improve.

Remember: Genuine connections with your clients are key. By providing exceptional service and exceeding expectations, you'll naturally encourage clients to leave positive reviews that boost your online reputation and SEO.

Step 3: Leverage social media marketing

Social media is, quite literally, a buzzing community of potential clients. This includes Instagram, Facebook, TikTok, and Twitter. 

Pick your platform

• Decide where you want to show up

Not all social media platforms are created equal. The key is to identify the platforms where your ideal client spends their time and tailor your content accordingly. 

Here's a breakdown of some popular platforms and how they can benefit your med spa:

• Instagram prioritizes visuals
  
  Showcase stunning photos of great results, client testimonials with happy smiles, and behind-the-scenes glimpses into your spa's luxurious ambiance.
  
  Think spa tours, product close-ups, and even snippets of treatment procedures (with client consent, of course!). 
  
  Don't forget the power of Instagram Reels — short, engaging videos perfect for showcasing quick tips, treatment explanations, or even fun spa day snippets.

• Facebook is great for community-building
  
  Facebook's strength lies in its diverse audience and powerful targeting options. Join relevant beauty and wellness groups to connect with potential clients.
  
  You can run targeted ad campaigns to reach people in your local area interested in specific treatments and use Facebook Live to host interactive Q&A sessions with your medical professionals.

• TikTok makes virality a possibility
  
  This platform is booming with younger audiences that might be active members of beauty communities and will be more aware of your treatments.
  
  Create engaging short-form videos about skincare routines, common beauty concerns, or even fun spa day trends. TikTok is a fantastic way to showcase your expertise in a lighthearted and creative way, attracting a new generation of potential clients.

• Twitter is where conversations happen
  
  Twitter (now called X) thrives on quick updates, industry news, and engaging conversation. Use Twitter to share bite-sized med spa insights, retweet relevant industry articles, or even host live Twitter chats with your specialists.
  
  Twitter allows you to connect with other professionals in the med spa industry and position yourself as a thought leader.

Creating content

Now that you've identified your target platforms, it's time to create engaging content that attracts and educates your ideal client.

But don't worry, creating stellar social media content doesn't require a big budget or a team of influencers. 

Here are some easy-to-implement ideas to get you started, even as a busy med spa owner:

• The key is to offer a variety of content formats that keep your audience engaged. Here's a mix to consider:

• Happy client photos
• Quick service snippets 
• Educational posts on skincare & wellness
• Behind-the-scenes peek

Here are a few hacks to streamline content creation:

• Batch content creation
  
  Dedicate a specific time each week to capturing photos and videos. This way, you can create a content bank to use throughout the month.

• Repurpose existing content
  
  Don't reinvent the wheel! If you have a blog post about a specific treatment, you can easily turn it into bite-sized social media content by extracting key points and infographics.

• Get content from your clients
  
  Encourage happy clients to share their experiences at your spa. Repost client testimonials, photos they share with your tag, or even positive reviews you receive.

• Use hashtags
  
  Hashtags are like keywords for social media. Research relevant hashtags related to your services, location, and target audience. Stick to a handful of relevant hashtags per post (usually around 5-10)

Pro tip: Posting consistently is key. Develop a regular posting schedule and stick to it. The goal is to stay top-of-mind with your audience and build a thriving online community around your med spa.

Step 4: Utilize content marketing

Content marketing is a strategic approach to creating and sharing content that attracts potential clients to your med spa, educates them about your services, and ultimately converts them into customers.

High-quality content will draw in potential clients searching for information online. For instance, blog posts about common skincare concerns can point to booking an appointment with you.

Explainer videos about different treatments can nudge someone to your website. Social media content will showcase your expertise and help people discover your brand.

Attract high-value clients with targeted content that positions you as the go-to expert:

• Blogs: Target common searches! Write about acne, anti-aging, or popular treatments like Botox or fillers. Explain the benefits and expected results.

• Quick videos: Grab attention with short snippets, like a microneedling close-up, a relaxing facial, or a product demo. Feature happy client testimonials.

• Infographics: Simplify complex topics! Explain procedures visually – chemical peel steps, filler comparisons, medical-grade vs. drugstore skincare.

Actionable tips:

• Post consistently: Aim for 1-2 blog posts and 2-3 short videos per month.
• Promote on social media: Share content on relevant platforms like Instagram and Facebook.
• Collaborate with influencers: Partner with beauty bloggers or micro-influencers to reach new audiences.

While content marketing is great for building credibility for your med spa, we know that it’s not for everyone, so here are some caveats to keep in mind when it comes to content marketing as a growth strategy.

• It requires consistent effort to create and publish high-quality content.
• It may take time to see results in terms of website traffic and bookings.
• It will cost you to hire someone to create content on a regular basis.

Step 5: Engage with email marketing

Email marketing might sound old-school, but it's a powerful tool to nurture leads. 

Here's how to build a thriving email list and craft compelling campaigns:

Growing your list of subscribers

You don’t have to be an expert at designing email campaigns. You could try user-friendly email marketing platforms like Flodesk, MailChimp, or MailerLite that can take people from your website to becoming a subscriber in just a few clicks.

Let’s say someone is scrolling through your Instagram feed and loving your client photos. These platforms make it easy for them to sign up for your email list right there.

They can join your email community with just a few clicks, whether they're browsing your website or checking out your social media.

Offer incentives for visitors to sign up for your email list — exclusive discounts, free downloadable guides, or early access to new treatment announcements. 

Create razor-sharp segmented lists 

Segment your email list based on interests, demographics, or past purchases. This allows you to send targeted campaigns that resonate with each audience segment. 

You could send emails about Botox to clients interested in anti-aging, and separate emails about micro-needling to those focused on acne treatment.

Send emails that people want to read

There’s great power in relatability and connection. Sharing a sprinkle of behind-the-scenes glimpses or even a touch of humor can go a long way in building genuine connections with potential clients.

You could talk about seasonal skincare tips, success stories from clients, exclusive promotions, or even early bird access to booking slots for new treatments.

Remember to keep your emails concise and visually appealing. People are busy, so get straight to the point with clear calls to action like “Book an appointment” or “Get in touch with us.”

Step 6: Invest in paid advertising

Organic marketing is fantastic, but sometimes you need a push. That's where paid marketing comes in. For that, try paid advertising platforms like Google Ads and social media advertising that get immediate results. 

But paid advertising can be daunting if you are new to marketing or have a limited budget. In that case, you can try targeted social media ads with a smaller spend to test the waters and see what resonates with your audience.

Use a starter ad for Google Ads or social media

Include a sample headline, description, and targeting criteria specifically relevant to med spas (e.g., targeting by location, demographics, and interests related to beauty treatments).

Here is an example of a starter ad:

Headline: Looking for Flawless Skin? Botox & Fillers at [Your Spa Name]

Description: Experience smoother, younger-looking skin with our expert treatments. Free consultation.

Targeting: Women aged 35-65, located within a 10-mile radius of your spa, with interests in beauty and skincare.

Remember, the key is to start small, track your results, and optimize your campaigns for maximum impact. 

Pro tip: The Moxie team can help you maximize the power of paid advertising to attract new clients. Book a free strategy call with a Moxie med spa expert.

Step 7: Monitor and adjust strategies

Great marketing isn't a set-it-and-forget-it game. You need to constantly monitor and adjust your strategies based on real data. Here's how to turn data into actionable insights:

• Learn from what resonates: See which blog posts are most popular to understand what content your audience is looking for.

• Identify your traffic sources: Track where website visitors come from (organic search, social media, paid ads) to focus efforts on the most effective channels.

• Find your social media sweet spot: See which platforms have the most engagement (likes, comments, shares) to focus your energy where it counts.

• Track social media content performance: Discover what content resonates best (photos, videos, polls) and tailor future content accordingly.

• Measure social media ad success: Analyze ad data to see if you're reaching your target audience and generating leads. Optimize campaigns for better results.

Most platforms offer built-in analytics. Start with a few key metrics:

• Website traffic: How many visitors did you get last month? Where do they come from (social media, search engines)?

• Conversion rates: What percentage of visitors book appointments or contact your med spa?

• Social media engagement: How many likes, comments, and shares are your posts getting? How many new followers did you get last month?

Use this data to make smarter marketing decisions:

Not seeing results on a specific social media platform? Don’t worry, just shift your focus. Data empowers you to optimize marketing efforts and allocate resources effectively.

Need help with your med spa marketing? Try Moxie

We hope these med spa social media marketing ideas work for you and help you grow your business.

Moxie empowers med spa owners across the country to grow faster, bring in more profit, and achieve real success.

We take the burden off your shoulders so you can focus on what you do best — providing exceptional care to your clients.

Here's how Moxie can help your med spa thrive:

• Marketing done for you: Moxie manages everything from website creation (under your brand) to targeted advertising that drives new clients through your doors.

• Improve the experience: Give customers a luxe experience with Moxie Suite — your platform for a seamless journey from booking to payment and back again.

• Hands-on, expert growth coaching: Our dedicated coaches meet with you regularly to support your growth, give you hands-on help, and guide you through the process of launching, managing, and growing your med spa.

• Software that’s built for marketing: From online appointment scheduling to charting to text message marketing and memberships — we’ve got you covered. With Moxie, it’s easier than ever to run your business and wow your clients.

‍Book a free strategy session today.