There has been a lot of talk in our private Facebook group, Aestheticians Connect, about marketing. How to be effective, efficient, and do so without breaking the bank. However you choose to market, one universal truth is that you're going to need a plan to make sure nothing falls through the cracks.
Today I want to share with you how to create a marketing plan that works.
Take a seat in front of your computer or grab a pen and paper. We are going to do a brain dump of information so we can create our plan for the year. Yes, you read that right - the year. I like to make the specials coincide with holidays or time of year so I write them out next to the month. Take a look at the spreadsheet below for an example.
Once you have that completed, you'll want to complete the spreadsheet with appropriate specials for your spa. I've always liked to create catchy names for the specials because it makes the marketing fun. New Year, New You is pretty common for January. Pucker and Plump is a fun one for Valentine's day - especially if you're working at a MedSpa that does lip injections. Come up with something that fits the personality of your spa.
Be sure to create a due date for each item. I suggest having everything completed at least one month in advance but not more than three months in advance just incase something changes. Then it's on to step two.
Now that your outline for the year is done we need to break it down by month and create an action plan to ensure each item is taken care of. I like to create a new tab for each month on the same spreadsheet so I can have all of my marketing plan together in one place.
Let's continue with our New Year, New You example and go into the January tab. The content will be totally focused on that particular months specials.
You can see that the special for the month of January is buy a series of five chemical peels and get the sixth one free. The next tab includes all of the ways you are going to share information about this product. I just posted a few different ideas but include as many as you want. Be sure to include each of your social media accounts (Facebook, Twitter, Pinterest, etc) and have action items specific to each account.
The action plan can be as detailed as you like. The example I'm using here is fairly simple; do what works best for you.
Implement the plan. It's great that you have your plan all written out but it won't do you any good unless you take action. Google Calendar has been my best friend for all things time management including marketing. I like to create scheduled time blocks on my calendar to make sure that I am giving myself time to accomplish all of the items that get added to my list.
Having a plan in place is great for business because it allows you to manage cash flow better for your business and you can also plan for extra marketing or promotion during the slower times of the year to help even out the natural ebbs and flows of our industry.