003 – The Marketing Audit that will triple your patient leads

In this podcast, we’ll provide you with an understanding of how with a detailed marketing audit under your belt, you’ll be ready to give out strategic marching orders that align with your marketing goals and business needs. This will allow you to grow your practice by 3X by following a few simple steps.

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March 9, 2020

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Matt Coffy: Okay, welcome listeners and or viewers. This is the med spa marketing secrets podcast. I’m your host back coffee. We’re going to be going through a quick review of a very interesting med spa audit. Now, this is the first time we’re presenting an audit on this channel, and I think this is something that a lot of people, if they’re listening to this channel or watching this channel can get a lot of value out of because it goes through very specific things, that we find that are very common in a lot of med spas to give them some challenges, on their marketing strategy. That right out of the gate you can see almost, all the time we see similar models. I thought this was a great one to share. Enjoy this. You’re going to get a lot of value out of this watch through this, the pieces of the puzzle that’s well sort of become obvious after a little bit of time, but in all reality, we fixed these, situations for lots of clients just like yourself.

Matt Coffy: If you’re listening to this, if you need help, certainly reach out to us. But, enjoy the audit and you’ll find that this’ll be a pretty comprehensive strategy, as well. From a perspective of listening for the, solutions to, what should be done in order to correct the, measures that we point out in this video. Okay. So we’re going to do the audit for new medical spa in, the, just Richmond, Virginia area. Obviously, the, the site is pretty well, thought out. So, you know, we’ve got, a lot of

Matt Coffy: general, attraction factors that you’d have. But the one thing we noticed that, there’s not a call to action here. We see the button, but we really don’t have an offer and it, and to simplify matters, we want to try and take any calls to action, and general as we move from all the mobile devices right on the front page. But we never want to push someone to another page to get data. So we can see, even if we do a select this, select an appointment, it takes you to a blank page. because in this particular case, you have to have some sort of cookies enabled and I enabled them, afterwards, but what, this is what I got first. So we have to be very careful about this cause you don’t, you have to test on all browsers and make sure you’ve tested these things out. This could be an instant bounce backs. What I mean about doing, when we look at doing auditing, we’ve, we think about three or four major components. One is the website, than the ads. And then looking at a secondary, tertiary, solutions. But in this case we can see, in the case a med spa

Matt Coffy: or sort of a mixed messaging here. And I understand this is a multiple, type of, med spa with Hmm,

Matt Coffy: some athletic weight management plus, aesthetic. So you have a sort of a, a challenge of what you put up front. And in most of the cases what we suggest is to put an offer up front that makes sense for the entire practice. I’ll show you some examples here. here’s one where you, they’ve given a, the homepage has just a hundred dollars gift certificate. Claim this, this really works well and allows the customer to choose whatever they want so you don’t, getting them into one particular bucket. here’s another one’s just asking for, just giving the request an appointment, similar, but the contents right there and you’re not going to another form. You’re grabbing the information right here and this will take you to a secondary, calendaring function. So you have to be careful about how your customer experiences are through the journey. right away when we see a site like this, we see that there’s, elements of like shops take them off and shop up here and shop.

Matt Coffy: There’s always a concern that you’re taking the customer to another website and then they’ll come back because once they go to this site and then they get lost, in this, you’ve lost them as a physical customer. They might, you might buy something. but the question is, is that what you’re trying to do, you’re trying to get them through, the process of going through a shopping cart. Are you trying to get them through as a customer And I’d always be careful about how, unless this is the main part of the business where you’re making money, it’d be very thoughtful about this and wrap these very carefully because you’re actually taking them off the site. So these are things to consider when you’re doing this type of business. We go to a standalone page, we can see, that there is no offer and there’s combined book like call now shop.

Matt Coffy: So it’s sort of throw all the stuff at the bottom when, when people come up to the top, this is where the offer should be, right because this is what they’re coming onto. And when, when you look at this from a, a mobile device, so you can see this, it’s critically important to understand that your vision is really, going to be chopped down to this. So here’s your, your mobile device and your offer again, is not there. So they coming to the page, okay, I know how it works. Where do I, where’s my appointment And then they’re gone by the time. Oh, and there it’s all squished into one thing. So I would definitely want to put an offer up here. I’ll give you an example.

Matt Coffy: Here’s, here’s a Botox landing page, right where it’s particularly done and really thought about for

Matt Coffy: mobile, right So you get to the mobile page, you’re basically here, you want to claim this, right You’re getting in, then it goes into the details, right But again, once they claim the discount, it takes them to the secondary page, which puts them into the calendar for the spot. So all these sort of simple things that are, on a website need to be considered. When you start talking about this, especially if you’ve got, you know, all these multiple things for every single page, it becomes challenging. So I, I don’t have to rework the planet here, but you have to sort of think through customer journeys and making it easy for them, especially on a page by page basis. If you’re running ads and we’ll get into the ads next. So we want to take a look at the Facebook ads and we can see that the, ad copy is very loosely defined and without a call to action and a book now button, which goes to a Facebook internal page, which doesn’t seem to have as good traction as a off bring him to a landing page with a direct offer claiming. And this is again, sort of like the one on ones. we can see that there’s another one here.

Matt Coffy: trying to bring the, put the website within the framework of Facebook is interesting. again, you know, these, these don’t typically convert very well because they have challenges with, collecting the data, which if you’re trying to collect data, you bring them back to a landing page that says, okay, click here and get your entry. But I think in general, what I, what I’m seeing is that there’s, sort of limit, limited thought to how the ad sets, are, are set up its own. It’s not like they’re haphazardly just do this, do that, let’s try this. Here’s the Botox one, which is the first one I’ve seen. It looks like it’s been thought about. but we’re, we’re not giving anybody any particular details. You’re, you have to be careful about how you position the language here, which is, it should be, specific for not Mmm. An area. But you really had to think about the person who’s doing this. And if we look at this and it says, learn more, we don’t really go to a page. it’s internal. Same thing here. We’ve got shop more. So these are going to just general pages, right So there’s not a real offer in this. It’s almost as if it’s just,

Matt Coffy: a general post. Another one just, and again, I’m not, I think this is the best one so far, but I’m, I’m trying to understand the call to action strategy. there’s really very thin copy here. So let’s take a look at what one would do in the professional world. So we’re going to go to another client. You, you see that this is very evident, but what the offer is and it’s a gift certificate, right And so you’re, you’re really driving the person to the landing page. So if I hit this button and there’s multiple clients, there’s three different versions of this ad and this is does really well and it tells you the offer. and it takes you back specifically to the landing page, which says the same thing, right And again, when we’re in mobile, most of the time this is what they’re going to see.

Matt Coffy: So they’re going from the journey of seeing what they want and then claiming it on a landing page within the site. And what you want to do when you bring them to a website is you want to make sure you’re giving them the right experience. Now the thing is, a lot of these videos are working really well. Real, real action, like things that are, are doing well. You can see here there’s no actual videos that are clicking back to these landing pages that have got offers. So also think about what the customer’s attention span is. If they see something that they’re interested in, they actually want to see the procedure, a piece of the procedure. And that’s very helpful. So we can go back to that and we can go back to the ad sets and we can see again

Matt Coffy: because there’s, there’s not you, you’re not continuing to sales dialogue and it’s very thin on the dialogue, doesn’t tell you.

Matt Coffy: The, the what you’re actually gonna receive, right. Claim your boat to 100% dah, dah, dah. Up here you sort of just throwing a couple of headlines.

Matt Coffy: And $100, $150 of what per area. It’s almost as if, but I don’t know what, you know, I don’t know what this means and I think you have to get very stringent with how you do this because patients get very confused, archaic Viva.

Matt Coffy: yeah. It’s almost as if there’s just a lot of missing stuff and, and here’s the, here’s the links. And so it’s taking the links over to privacy policy, which is odd. So I’m not sure what the plan was here, but to me I would be very careful about when you run ads is that you tell them exactly what they’re going to get and then put the offer in that. And then drive them back to the Laney piece is very clear. So again, doing really good ads is incredibly important. when you start talking about doing, running ads, as far as I can see from organic, looks pretty decent. I’d like to see some videos in here.

Matt Coffy: Instead of just static because obviously

Matt Coffy: that makes sense.

Matt Coffy: So let’s go back to now looking at organic. So the traffic going to the website, one of the things you noticed right away,

Matt Coffy: And here’s the, here’s the location up in this neck of the woods lot. This about 10 or 15 different in the med spas in the air or, or spas in the area. You could say some are running ads. I’ve done med spa near me and that’s the term that would come up associated. You got your

Matt Coffy: typical,

Matt Coffy: affiliate partners or I guess you could call them sort of chain med spas is Sona. There’s there’s other ones that are in here, but they’re also running ads on top of everything. and it looks like there’s a

Matt Coffy: a couple of these glow med spas that are in here. And although they’re probably the same thing, they’ve got it listed twice. and here’s this one that we’re working on here. So you’re down, this is specific to if someone searched from Glen Allen, right So I’ve got the location specific to the town, so you’re not coming up on the top. And also what’s interesting is that you’re listed very oddly and this is causing a problem for Google. Figure out what you are. So if we go to the listing itself, we see this is listed as a doctor, not a med spa. So this is the big challenge with a lot of people who put up these Google map lists and zone, even fill them out so that Google can figure out what to do. So Google thinks that this is a doctor’s look and that’s where you’re not ranking very well. for the maps location. if, if we, again, we just type in meds, let’s do Botox near me, right That, that’s a good one near me. You know, you wouldn’t be able to come and talk because Google would say, okay, where’s w who’s the nearest med spa, not the nearest doctor. Even though you have the med spa in your title, which helps you really have to think about the fact that you are

Matt Coffy: Mmm.

Matt Coffy: A, a, a med spa. So you don’t think this will come up first. You can see,

Matt Coffy: Mmm,

Matt Coffy: yeah, this is medical spa. See the difference so you’re not going to be listed properly. And so you’ll miss all those near term, organic. So that’s right away to fix. And then you can start running a bunch of Q and A’s on the bottom of your, your Google, my business places to get tons of traffic for things that are related to the topic. And that goes back to is now we can look at now the organic traffic. We can see, here’s same thing. You know, there’s a real effort to get the doctor pushed into this and the clients, although it’s important for you, it’s not important for the client. The clients want to go to a med spa. they are, if they’re new, they don’t know you anyways. So you have to be very careful about how you’re going to approach this.

Matt Coffy: So this is the title of the website that the systems are pulling up. So you can see the traffic that’s come in is, is almost negligible. 20, 35, six 50 hits a month. You know, even your nearest competitor who’s a kind of quasi med spa and they, they’re, they’re not even really, they’re still hitting 4,000 hits of traffic and it’s like 400 times the amount of traffic is coming to the site just because they’re listed as properly as a med spa. Now, does that mean that they’re getting all the traffic from their map Look at No, but in general, you know, the, the theory is that you have to think about the customer journey. So they’re going to try this, and this might not even be the right spot, but there, there’s so much traffic going to this. It’s just, it’s, it’s inconvenient, to even consider any other options when you start to think about.

Matt Coffy: so let’s, let’s go back and let’s take that, that other, rejuvenate MD, which seemed to be one of the more popular, local med spas that was a true med spa or at least somewhat. And then let’s drop them into that same and see what they’re differences in the traffic. So just to kind of put a more traditional, right, so the traffic’s in spikes to seven 50, two 50, so 10 times the amount of traffic or, or you know, a good solid amount of traffic. Again, going back to your zero traffic, really coming, I mean, there’s literally no traffic. So again, two or three things, one you have to fix the map places here for sure. That’s, that’s a huge, huge change in the game. Cause then you’ll be found properly from Google’s perspective and then, start to run, organic traffic back to the website. And there’s, you know, one of the things you can see right away is that th the site itself, although attractive, has got some, some challenges with how the infrastructure is built. if you even just take a look at one of the service visuals, just go to Botox and we’ll see how it’s listed.

Matt Coffy: Mm. So you know, the description, you know, and your Meadows is just so over its way, it’s actually truncated. So you know, whoever did this didn’t needs to fill it out. It should just say Botox near Richmond. You know, cause that’s what you really want. Right So, you know, the title is not correctly the Botox, new medical spots should say, Botox Richmond, right Cause that’s what you really want is that people who are looking. So you have to think about all these things when you start doing this. And we can certainly go into details with SEO stories, but you know, good as getting the pages properly set up and getting them fixed is a, is a really important thing to consider when you start thinking about the process. So we’ll go recap back about all the stuff that we’ve talked about so far and we didn’t get into AdWords or anything, but I think incredibly important.

Matt Coffy: And I didn’t actually even get into any of the Instagram cause I think that you could literally stop right now and say, okay, correct the language in the front. Put an offer at least, on each page so that you’re getting good offers. And when people come to the page, correct the, the, the Facebook ads so that they’re, you know, specific and very, very, very specific to what you’re trying to do. They should have exactly what’s going to happen, leave no confusion and do things that are in the market that are being sold that you can map to. we know that for sure there is trunk, there is plenty of, of, of lead flow management. but they should also be dropped back to landing pages with offers that are very clear and concise. and that makes sense. the things that we also know from our experience in doing this is that, customers are very fickle and you have to follow up with them.

Matt Coffy: and I’m going to show you that in a second where you can see the followup strategy. the, the key here is that, from the organic standpoint, get the maps cleaned up, get this to be over a hundred, at least a, it should be couple of hundred hits by getting the pages appropriately set up, with good SEO and that will drive organic traffic. Cause literally it’s, it’s, it’s not even found. cause it’s just, there’s no traffic at all. We can tell, you know, you’re, you’re really sort of not even existing in Google’s world. If you’re getting 20 heads of traffic a month, that’s just not even substantial enough to get on the right screen. So doing proper ads, getting good SEO now incomes the leads, there are good landing pages, there’s good offers as good offer strategy. So how do you capture it

Matt Coffy: Make sure you’re following up. So we have something to show here, which is profit engines, which is our tool that managed. So if you’re a site like this, I’ll give you an example. So this is a aesthetic of some people or same thing, Facebook ads and good SEO. They’re coming to these landing pages and no matter what it is, they’re, they’re getting a, an offer, you know, presented to them and they’re coming back and they’re getting their, their, their phone number and their information. They’re claiming the discount, right So claim your, your $100 discount. See it’s right there. Great. I didn’t put my information in, but he gets concept a. But that all comes back to here, which is their pipeline. So if I put myself in as an opportunity or if I just put myself in this opportunity, I would show up right here in the, opportunity as a new lead.

Matt Coffy: And you can see there’s new leads, not ready yet. Hot leads, console schedules, no shows, services sold. So we go back to this and they’ve got different owners who are managing these pipelines right now. There’s one person managing the pipeline. That’s why you see one face there, but you could have multiple owners. But the concept is, is once this lead comes in, you can see contact page, content homepage, dermaplaning this, that, the other thing. So here’s this lead. This person’s information is there, and as you begin to contact them and move them down the pipeline, you can use this tool to simply manage the pipeline. Just move them down, you know, from, from where they are. But the magic behind this is all the followup systems. So the followup systems, are in here and you’ll see campaigns. We can see that there’s, a $100 gift claim.

Matt Coffy: So when they claim the offer, few seconds later, they get an SMS. Hey, thanks for claiming the offer. Next step is to book your appointment. So it asks them to go into the booking calendar and you can see, that there’s another email, another email, another email. Then you could go on forever. This could be following up. So the systems are automatically following up and asking them to book a on the calendar and the calendar gets filled out. and I can take you through that real quickly here, that will give you the information that you’ll see. And there’s another video about this that takes people through the whole experience that, we have, available. But right now this is the process of getting them to the calendar. And the calendaring function is very easy. It just drops them into a calendar. So once they’ve, and I’ll go through just the experience.

Matt Coffy: So I’ll put in my, my name here and you’ll see what will happen. Okay. I’m gonna claim my discount and great, now pick a time, right So, so it’s ask me to pick a time right away. So again, if I don’t book right here, right after picking the time cup, my phone just rang with the, with claiming the discounts. So now it’s asking me on my phone to claim my time to claim my appointment. So this automatic self scheduling is really critically important and that’s what’s going to drive it. And each stage of that pipeline has its own, formatting. So hot leads got a different set of format. And so once you move them out of the new leads, they move to an extent. So if I just went in and did console schedule a, let’s just say I’m this person, you’ll actually see my conversation that goes back and forth.

Matt Coffy: So here’s claim, Hey was the secondary text and it looks like the claim was made by the second email or second text message that came in the following day. So they claimed in the second day. But you can also talk to this person right now and say, Hey, thanks for claiming. So there’s, there’s a way to communicate with the client as well from a centralized portal so we can email and text the person through the conversation. if you need to. And a lot of the closings are done that way. In fact, you’ll probably see that in generally in the hot leads category, there has been conversations, so maybe they’d hadn’t booked, but there there is some interest. So maybe we can go in and take a look at this. so here’s a long conversation. Here’s the claim.

Matt Coffy: There’s the esthetician asking. Yes, I’m interested. Okay. When do you come out Can’t come in this week till Saturday. Kay. You ability through trust Yes. Okay, perfect. See you next week. So this person closed via text, right So having conversations with you said, very interesting. you can always call the person directly through this. You can click on the call button and initiate a call, right I shouldn’t have called that person. They’re probably thinking I’m nuts. but anyways, the concept is that this is all done from a centralized command portal and all your details and data is in here, which is that there is a, a opportunity, pipeline value, conversion rates. All your phone calls and, and conversations are also tracked in here. the call status, call logs are all are, are all in here. And what’s interesting, if you think about this from a really a top level perspective is that you can now, look at your call logs.

Matt Coffy: You can then go and listen to the phone calls, inbound and outbound and do break fix, with your front end or your front desk. And really, you know, kind of get, an understanding of what’s going on in the practice, a heartbeat of what it is. And that’s something that really impacts the business because you start to really get good things. The last thing is to do reputation management. So what we can do is we can then again checking a patient, I’ll put in my information, send a request and what you’ll see is, you know, we can check the client in a, from a perspective of getting a,

Matt Coffy: I’ll show you what this looks like on my side, which is that I will actually get an email that will take me right to their Google places page to review. And it forces me right into, the sector where it is. you could see here, we’d love your feedback that dah, dah, dah, dah. Click the button, leave a review. I clicked the leave review button and it’s actually an open me right up to the Google my places business a map. So it literally creates, the pop up window to pull up as well. So that, I’m actually now given right now the opportunity to put in, you know, my five star review and add pictures and stuff like that. So again, it’s a full service sort of strategy when you start thinking about the whole entire enchilada. So I hope this helps. I think this is something that will be dramatic, to help a new medical spa in its growth. And this is very key to a lot of folks that we work with where, this is the initial starting point of their journey, to help build a better bridge to the customer, communicate with them, manage them in the pipeline, especially if they’re running ads and, have a much better successful strategy in containing and managing growth, with some really good tools, tech stacks and strategy. All right.

Matt Coffy: you go down too deep in your shoes.