HOW TO THRIVE DURING THE SLOW SEASON OF BODY SCULPTING
You may run a small CoolSculpting operation out of a boutique spa. You may be the top-selling provider in the world. No matter the size of your operation, all body contouring providers are hit hard during the “slow season.”
The Post-Summer Slow Down: Consumer interest in body contouring significantly decreases during the fall. Less demand means Google runs fewer ads and therefore generates fewer leads. Furthermore, rapidly growing competition compounds the problem by saturating the market with providers.
SUMMED UP: This Fall, more providers are bidding on fewer inquiries, reducing leads and increasing the cost-per-click (CPC) rate.
Keep Your Eye on the Prize
We understand how frustrating the slow season can be. But hang in there! The slow season is almost over. And there is a lot of money yet to be made.
Industry forecasts project the “Body Fat Reduction Market to surpass $16.5 Billion by 2025.” Furthermore, “Non-surgical fat reduction procedures are forecasted to record significant CAGR of 15.4%.” ¹
Fall Marketing Tactics
There are several strategies for boosting sales when consumer interest is slow. You can also prepare your business to be a major competitor once consumer interest picks back up.
Five Strategies for Growing Your CoolSculpting Business During the Slow Season
- FOCUS ON SEO (ADD CONTENT TO YOUR WEBSITE)
- SEND OUT EMAIL BLASTS
- ADVERTISE ON SOCIAL MEDIA
- MASTER YOUR LEAD NURTURING TECHNIQUES
- RAMP UP YOUR REVIEWS/TESTIMONIALS
We have provided a detailed breakdown of each strategy below.
5 Tips for Growing Your CoolSculpting Business During the Slow Season
1. Search engine optimization (SEO)
Search engine optimization (SEO) is the most effective, consistent, and economical way to generate online traffic. Organic traffic is free. Furthermore, the visitors who find your website through search results are statistically more likely to convert than leads from paid ads.
Sow the seeds of SEO now. Unlike advertising that markets using paid ads on Google or social media–SEO does not generate immediate results. Great web pages and blog posts take time to work their way up the Google search results page (SERP.) Practices that wish to increase organic traffic come next spring should start investing in SEO now.
Two Tips for Establishing Effective SEO
- ADD CONTENT ON YOUR KEY LANDING PAGES
Google prioritizes websites that offer the most relevant, up-to-date information regarding a topic. To improve SEO, regularly update your prioritized landing pages with new or additional content and media. For a CoolSculpting page, this may include:
- adding an FAQ to the bottom of your webpage
- updating key information (i.e., the specific number of procedures performed worldwide)
- replacing older images with new ones
- etc.
- START A BLOG
Posting articles to your blog shows Google your website is relevant and actively engaged in your industry’s community. Blogs also generate organic traffic, help develop your brand recognition and authority, and increase consultation requests.
Industry research suggests that, on average, consumers research CoolSculpting for a month before finally committing to a consult. Some shop by price, but most shop by reputation and trustworthiness. They often choose the spa with the strongest web presence. You want to be the website that consumers get their information. There is no better way to accomplish this than a blog with articles that answer common CoolSculpting questions in depth.
SEO CASE STUDY
SKINNEY Medspa, the top-selling CoolSculpting provider in the world, has heavily invested in their blog page for the last seven years (posting an article each week), and the ROI is incredible. Paying only a fraction on blogging compared to their Google ad spend, their blog articles bring in significantly more traffic than Google ads and perform at a higher conversion rate.
MONTHLY SEO AND BLOG PACKAGE — MedStar Media wants you to have the best SEO possible. If you are interested in improving your SEO and developing your blog, we would love to help. Just reach out to us to learn more.
2. EMAIL CAMPAIGNS
If the customer is not coming to you, go to them. Reach out to existing clients and past leads with optimized email campaigns.
The highest converting emails contain one or more of the following:
- Answers to FAQs
- Before and after pics
- Real patient testimonials,
- Specials or incentives
3. ADVERTISE ON SOCIAL MEDIA
During the slow seasons, the cost per click can skyrocket. This is especially true on Google ads, which specialize in targeting their audience.
When the Cost-Per-Click (CPC) with targeted marketing becomes unreasonably expensive, consider volume marketing with Social Media ads. Allocate more funds to Facebook and Instagram ads.
4. IMPROVE YOUR LEAD NURTURING SKILLS
Evaluate how your team handles leads. Higher industry demand, lower Cost-Per-CLICK (CPC), and more leads won’t matter if those leads are mishandled. The slow season of body sculpting is a good time to train staff. Teach them to answer calls properly and respond to web leads effectively.
5. RAMP UP YOUR REVIEWS
Online reviews have an undeniable impact on your ability to attract more customers. 93% of consumers say online reviews influence their purchasing decision. You cannot afford to neglect your online reputation. Build out your profile listing on Google My Business (GMB.) Comment on the positive reviews. Respond to any negative reviews.
Patient testimonials are incredible assets. They build brand authority and establish more trust with the consumer.
You can never have too many testimonials. Ask satisfied patients if they are willing to write a testimonial for your website. Better still, get a video testimonial by recording the client’s review with your phone.
Don’t Give Up
There is no need to hibernate during the cold season of body contouring. Follow these tips to improve your medspa marketing and reach out to Medstar Media. We’re here to help during the slow season of body sculpting!
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