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Catch the Latest Episode of Spa Marketing Made Easy

As a spa professional, one of the biggest keys to creating a life you love is getting more clients in the door. Easier said than done, right? With the Spa Marketing Made Easy Podcast, you can get all the tools you need. Join host Daniela Woerner, licensed esthetician, to get simple, proven strategies for marketing your spa business.

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EP 176: Unlocking the Power of Hiring a Virtual Assistant with Esther Inman

The natural path of a business owner starts like this:

 

  • Have a big dream
  • Dare to take a chance on that dream
  • Dive in head first 
  • Proceed to wear all the hats and do all the things

 

While the first three things in that list are incredible and exciting, that last one? 


Well that leads to burn out real fast, not to mention, it leads to scaling your business realllll slow. 

 

And that’s why the only way to get out of that hands-in-every-pie syndrome is to pass some pies off to someone else, and by someone else, I mean a virtual assistant. 

 

VAs are incredible at wrangling tasks and making things happen, often at a fraction of the amount of time it would take you as well as the cost. 


That’s right, the cost of you doing everything yourself is significantly higher than the cost of bringing on a VA. Mark my words. 

 

And here to help me make my case is my guest on this episode of Spa Marketing Made Easy, Esther Inman. 

 

Esther is a military spouse, mom, and travel lover who quit corporate America knowing that there was a better way to work that also worked with her life and family dynamic. 

 

After quickly becoming an in-demand VA, she saw the opportunity to help others find flexible work as well, and her VA agency was born. Then, after taking her agency to 6 figures, she moved on to develop her signature program, 90 Day VA, where she has helped over 4,000 women work online as virtual assistants around the world. 

 

Esther’s VA matching services is actually how I came to find my Operations Extraordinaire, Annie, who has now been on my team for years and keeps Addo Aesthetics running like a well-oiled machine so I can live in my entrepreneurial visionary zone of genius. 


All of that 👆🏻started with a search for a VA to help with operational tasks and grew from there. 

 

So, if you’re burnt out, tired, stretched to the limit, and yearning for more, I’d say it’s about time to really dig into the idea of bringing on a VA — pull up an earbud and tune into Episode #174 featuring my conversation with Esther. 

 

In this episode, you’ll learn: 

 

  • What a virtual assistant (VA) is and what tasks they’re able to take off your plate as an entrepreneur 
  • The opportunity cost of not bringing in help to your business and crunching the numbers of investing in a VA and the time and money you’ll get as a return on your investment 
  • What kinds of tasks VAs can assist you with and how to go about finding the right fit for your team 
  • The average cost of a VA, pros and cons of outsourcing domestically and internationally, and the process of using a hiring service like Esther’s to help you streamline your hiring process

 

References Mentioned in Episode #174: Unlocking the Power of Hiring a Virtual Assistant with Esther Inman

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 175: Planning for Profitability and Managing Money with Ease with Danielle Hayden

Money — As entrepreneurs it’s something we all want, yet it’s the piece of business I’d say the majority of the spa owners I speak to and that are my students struggle with the most. 

 

Whether it’s not being clear on your cash flow or wondering when in the world you’ll be able to pay yourself a livable salary (or at all), understanding your money is critical to your spa’s success. 

 

Not to mention, even though money is by no means the measure of personal success as a human, we can’t understate the importance of money as a tool to make the dreams we have for our family and future come to life. 

 

However, you can’t measure what you don’t manage, so if your money matters are a hot mess, or you simply know that you could have a better wrangle on your numbers, this episode of Spa Marketing Made Easy is a must-listen!  

 

Here to discuss with me the steps to planning for profitability and doing so in a way that’s easy and builds your confidence is Danielle Hayden.  

 

Danielle is a reformed corporate CFO who is on a mission to help rule-breaking female entrepreneurs understand their numbers so they can gain the confidence needed to create sustainable profits. After spending 10+ years in the boardroom, Danielle is now in her sweet spot as the co- owner of Kickstart Accounting, Inc. where she helps business owners with bookkeeping, financial analysis, and education and as the author of the Profit Planner book series.

 

As we discuss in the episode, it’s never too late to get your money affairs in order, so let’s start planning for profit right now. 

 

In this episode, you’ll learn:

 

  • Danielle’s journey from studying cosmetology to falling in love with numbers and shifting into a career of corporate finance to breaking out of the boardroom and into entrepreneurship 
  • The key money management documents and financial records we need to know how to read for our business to see where we’ve been and where we’re going
  • Danielle’s top tips to understanding these various documents and the key insights that can help us gauge the financial health of our businesses
  • Why budgeting and forecasting is crucial for meeting your financial and overall business goals 

 

References Mentioned in Episode #175: Planning for Profitability and Managing Money with Ease with Danielle Hayden 

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 174: Your 7-Step Funnel Building Process

Let’s put the “fun” in funnels, shall we?! 

 

Maybe you’ve never heard of funnels and this is brand new (and mysterious) territory. 

 

Or you might’ve heard funnels are essential for closing sales on auto-pilot, but when you began the creation and set-up process it felt like a tech nightmare… until now! 

 

In this episode of Spa Marketing Made Easy, I’m breaking down the simple 7-step funnel-building process with my top tips and insights from crafting an irresistible offer all the way to knowing your top conversion metrics so you can see whether your funnel is missing the mark or on track to be a souped up sales machine. 

 

Not only will these 7 steps allow you to get your next or first funnel up and running in a matter of hours (perfect timing to get it in gear for your Black Friday weekend and holiday season promotions), but having this funnel know-how in your back pocket will be integral in your spa’s ongoing growth and scale goals for years to come. 

 

So get your notepad ready, you’re going to want to make sure you don’t miss a step! 

 

P.S. – If you’re tuning in when this episode originally aired, you know that you still have the opportunity to jump in on the Spa Marketing Funnel course for just $197 (a $300 savings)! Click here to sign up before this deal disappears! 

 

In this episode, you’ll learn: 

 

  • What a funnel is and why it’s such a valuable asset to have up and running within your business 
  • The key elements of what goes into a funnel and the 7-step process of getting your first funnel up and running 
  • My top tips on crafting a funnel offer that’s enticing and irresistible and how to craft your nurture sequence to warm up a cold audience member into a paying client 
  • Numbers to keep an eye on through the entire funnel-building process from selecting a profitable offer to understanding conversion numbers 

 

References Mentioned in Episode #174: Your 7-Step Funnel Building Process

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked!

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EP 173: Creating an Exclusive Experience and Building Relationships for Raving Fans with Sykes & Lanno

We’re officially in the holiday season and Black Friday is directly within our line of sight. 

 

This time of year holds tremendous opportunity in bringing in ramped up revenue to cap off the year, but it’s also critical to think of Black Friday and how it fits into the bigger picture of your overall business growth strategy. 

 

In this episode, I’m back on the mic with my Growth Factor students Sara and Melissa of Sykes & Lanno to discuss their strategy behind hosting exclusive events and experiences to bring in ideal clientele and begin building a relationship that will last far beyond their promotion and turn them into raving fans. 

 

If you find yourself running promotion after promotion hopping to make something stick or feeling like you’re always in a clamor to find new clients, our conversation is a must-listen because as you’ll learn from their approach, crafting an offer isn’t about a quick cash infusion, it’s about long-term client retention. 

 

We also discuss an update from their last episode where we talked about the launch of their signature Beauty Collection as a new arm and stream of revenue for their business, so if you haven’t tuned into our year-long series yet, now is as good of a time to dive in as any! 

 

Cheers to the holiday season, now let’s finish this year out with a bang!

 

P.S. – Be sure to snag the early bird pricing + exclusive funnel review bonus on our Spa Marketing Funnel course to help you cross the finish line of 2020 with a funnel that produces sales on demand up and running!  

 

In this episode, we discuss:

 

  • Sara and Melissa’s event marketing strategy and how it snowballs into their game plan for Black Friday weekend 
  • The top intention they always have in mind when crafting offers and their marketing strategy around them 
  • How Sara and Melissa continually invest into their skillset and how they make decisions on what skills they’ll develop to benefit their long-term business growth plan 
  • Updated on their Beauty Collection launch that we discussed in their previous episodes and their next steps moving forward

 

References Mentioned in Episode #173: Creating an Exclusive Experience and Building Relationships for Raving Fans with Sykes & Lanno

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 172: Unleashing the Power of Your Personal Brand with April Martini of ForthRight People

You know you need a brand, but did you know that you already have one whether you’ve purposefully created it or not?

 

If you’re not saying what your brand is, someone else is saying it for you – and when it comes to your brand messaging and communication, it’s you who needs to be in the driver’s seat. 

 

Before we go further, let’s get one more thing clarified:

 

Your brand is not your logo and it’s also not your color palette. 

 

Branding is more of an intangible, amorphous concept, which is why so many business owners grapple with figuring out what their brand really is and what it says about them (take a deep breath – you’re not alone!), but the truth is that it’s the foundation of everything you bring to life both inside and outside of your business. 

 

That’s why in this episode of Spa Marketing Made Easy, I’m chatting with April Martini, co-founder of Forthright-People, and a whip-smart woman who brings 15+ years of agency experience built upon a design and MBA business foundation to the table (i.e. – she has seen it all when it comes to branding from the corporate down to the personal level!).  

 

April breaks down why it’s imperative that as an aesthetician, you work to build an authentic personal brand, one that creates consistency of expectations and experience, honesty, trust and a place where your clients can be vulnerable and themselves for the best outcomes, both physically and emotionally. 

 

In this episode, you’ll learn: 

 

  • What a brand really is and how it creates a connection with and experience for your clients
  • The ROI of branding and why it’s worth investing time and energy into so you can not just see better relationships, but also revenue
  • Key aspects of your brand to get clear on and refine 
  • Exercises to help you narrow in on your unique position in the marketplace and how you can leverage that in your branding

 

References Mentioned in Episode #172: Unleashing the Power of Your Personal Brand with April Martini of ForthRight People

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 171: Moving Along the Aesthetician Success Path

Are you a solo aesthetician with your sights set on making your first hire?


A spa owner with a robust team looking to expand to multiple locations?

 

Do you have dreams of reaching the “Icon Stage” with your signature skincare line being on the shelves of a nationwide retailer or your spa’s brand being acquired by a larger holding company?

 

As you might have noticed, these are very different stages in business, but they all fall inside a framework I’ve dubbed the Aesthetician Success Path. 


Over the last 7 years of working with everyone from independent and solo aestheticians to international skincare brands, I’ve gotten a glimpse at every facet of the industry and the journey that acts as throughline as aesthetic experts work to grow and scale. 

 

In this episode, I’m outlining that pathway along with the key indicators to help you determine where you are along the Aesthetician Success Path and where you’re headed next. 

 

In this episode, you’ll learn:

 

  • Why it’s critical to clarify your own definition of success to be able to set your vision for the future in motion
  • The 3 primary sections of the Aesthetician Success Path and the markers and key performance indicators within each stage to help you determine where you’re at along the path
  • How seeing the entire path allows you to determine your bigger-vision goals and have a gameplan to move toward where you ultimately want to go 

 

References Mentioned in Episode #171: Moving Along the Aesthetician Success Path

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 170: Launching Your Own Line with Sara and Melissa of Sykes & Lanno

Throughout 2020, I’ve had the unique opportunity to document the entrepreneurial journey with my Growth Factor students, Sara and Melissa, the co-founders of Sykes & Lanno Skinbar. 

 

These two women saw tremendous growth in their first year of business by hitting 6-figures, and in year two, they wanted to turn up the dial. 

 

( Be sure to listen to our past episodes linked below if you’ve yet to tune in!) 

 

Even in the face of the pandemic, Sara and Melissa continued to grow exponentially, and now, with their upward trend only continuing to climb, they’ve officially launched their own line in the form of a gorgeous bespoke beauty collection! 

 

It’s a move that makes total sense with the way they’ve pivoted during the pandemic and expanded their reach into the professional side of the aesthetic industry. 

 

In this episode, we deep dive into this new revenue stream and how they’re setting  themselves and their retailers up for success. 

 

In this episode, we discuss:

 

  • Why Sara and Melissa began their latest venture – a beauty device collection and how they’re building out this new arm of their business
  • Their insights into selling at-home beauty devices to their clients and where they saw an opportunity in the market 
  • Together we paint the picture of profitability and illustrate why retailing devices isn’t something to be fearful of 
  • Sara and Melissa’s story of how their line came to fruition and what their clients are loving most about their collection 

 

References Mentioned in Episode #170: Launching Your Own Line with Sara and Melissa of Sykes & Lanno

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 169: #Spasocialbeat – Mastering Canva for Beautiful Branded Designs

Welcome to our weekly Spa Social Beats. From our best tips and tricks to simplify your social media strategy to our top recommended tools, our Spa Social Beats are bite-sized episodes that pack a punch of practical advice so you can stop stressing over social media for your spa. 

 

In this week’s Spa Social Beat, we’re discussing:

 

  • How to utilize Canva in your marketing toolkit and how Canva helps you stay consistent with your brand visuals 
  • Why it’s worth upgrading to Canva Pro and the various features that help you take your graphics to the next level 
  • Steps for utilizing templates in your Canva account to save time and maintain consistency 

 

Tune in every Friday for a new Spa Social Beat episode with Daniela and Danielle, and be sure to connect with us inside the Spa Marketing Made Easy community to share your biggest takeaways and how you’re putting these tips into play! 

To learn more about Post With Purpose, click here.

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EP 168: Getting Your Mind Right for Growth with Kendra J. Lewis

You say you want to grow to six and seven figures, but does your mindset match your money talk? 

 

Getting your mind right for growth is not one of, but THE most critical facets of scaling your business to be aligned with your vision and become your tangible reality. 


And here to discuss this mindset work with me is Kendra J. Lewis, a business funding and strategy expert who is living proof that major growth can happen in a matter of months when you’ve got the right mindset. 

 

Before branching out on her own, Kendra worked as a commercial banking specialist for almost a decade and closed over $1 billion in business loans and she has led several multi-million dollar business transformations for some of the largest brands in the world. 

 

And in the midst of making the leap from side-hustling as a consultant and strategist to being full-time in her business, she jumped from six-figures to seven in a matter of four months. 

 

Needless to say, that kind of growth doesn’t happen when your mind is cluttered with noise from naysayers, scarcity thinking, or your own imposter syndrome, which is why she’s joining me today to talk all about what mindset steps you need to make your first step on the path to success.   

 

In addition to those wins I mentioned above, Kendra has also coached over 100 small businesses through successful launches and helped them to acquire millions in funding collectively, and she and her groundbreaking methods have been featured in outlets like ABC, Fox, NBC, Yahoo Finance, Black Enterprise, and The New York Weekly. 

 

Trust me, she’s a woman whose words you’ll want to make note of and keep them visible as your daily mantras. 

 

In this episode, we discuss:

 

  • Kendra’s background in corporate banking to moving into entrepreneurship and building massive success and helping her clients do the same
  • Why Kendra believes that mindset is paramount to your success and steps for moving past scarce ways of thinking
  • The importance of refining your inner circle and adopting practices to quiet the noise  
  • Why beginning imperfectly is the perfect way to start and the only way to guarantee your success

 

References Mentioned in Episode #168: Getting Your Mind Right for Growth with Kendra Lewis

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 167: #Spasocialbeat – Using YouTube SEO to Get Found

Welcome to our weekly Spa Social Beats. From our best tips and tricks to simplify your social media strategy to our top recommended tools, our Spa Social Beats are bite-sized episodes that pack a punch of practical advice so you can stop stressing over social media for your spa. 

 

In this week’s Spa Social Beat, we’re discussing:

 

  • How YouTube acts as a search engine and how utilizing YouTube in your social media strategy can help you get your website and content to the top of Google 
  • What SEO is and how to it ties into media shared to your YouTube channel
  • Steps for leveraging keywords in your YouTube content 

 

Tune in every Friday for a new Spa Social Beat episode with Daniela and Danielle, and be sure to connect with us inside the Spa Marketing Made Easy community to share your biggest takeaways and how you’re putting these tips into play! 

To learn more about Post With Purpose, click here.

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EP166: Harnessing Your Fierce Feminine Leadership with Eleanor Beaton

You began your business journey with passion and drive, but leadership?

 

Maybe that’s an area you feel could use some work. 

 

As my guest on this episode of Spa Marketing Made Easy shares, as entrepreneurs, we’re natural leaders with vision; the key to success is developing those leadership skills along with our managerial capabilities to grow and scale. 

 

That’s right, you have to be the leader AND manager. 

 

If you’re thinking to yourself, “Ugh, I hate managing people!,” I want you to pump the brakes on that thought process and instead open your mind to a new perspective, because here’s the truth…

 

Managing people well doesn’t mean:

 

  • Micro-managing 
  • Being cold or having a show-em-who’s-in-charge-attitude
  • Or trying to be everyone’s BFF 

 

As you’ll learn in this episode with Eleanor Beaton, being a strong leader means managing with vision, clarity, guiding through nurturing, and establishing open lines of communication with equally clear boundaries. 

 

And a little proof that Eleanor knows what she’s talking about like the back of her hand ⤵️

 

Eleanor is an internationally-recognized expert in women’s leadership, advisor to growth-oriented women entrepreneurs, award-winning author, esteemed journalist and speaker, as well as loving wife and mother. 

 

Whether you’re leading a team of 1, 10 or 100, this conversation is one that I know will leave you with takeaways you can carry with you through every stage of growth in your business. 

 

In this episode, we discuss:

 

  • How leadership ties into building an incredible team and business and Eleanor’s insights on the leader vs. manager roles 
  • Why communicating needs, company culture, and expectations is critical for effective leadership
  • Steps to take so you can move to a place of efficient and effective management of your people so that they perform in the way that produces results 
  • How to find boundaries as a leader and business owner and steps for setting your communications ground rules

 

References Mentioned in Episode #166: Harnessing Your Fierce Feminine Leadership with Eleanor Beaton 

 

 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

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EP 165: #Spasocialbeat – Why Aestheticians Need to Use LinkedIn for Business

Welcome to our weekly Spa Social Beats. From our best tips and tricks to simplify your social media strategy to our top recommended tools, our Spa Social Beats are bite-sized episodes that pack a punch of practical advice so you can stop stressing over social media for your spa. 

 

In this week’s Spa Social Beat, we’re discussing:

 

  • Why LinkedIn isn’t just a platform for job seekers and those hiring and how it can be a hub for business networking
  • Ways to use LinkedIn to help boost your local brick and mortar practice plus why it’s critical for anyone going into consulting 
  • How to show up as an industry authority on LinkedIn to help you build connections and gain new clients 

 

Tune in every Friday for a new Spa Social Beat episode with Daniela and Danielle, and be sure to connect with us inside the Spa Marketing Made Easy community to share your biggest takeaways and how you’re putting these tips into play! 

 

To learn more about Post With Purpose, click here. 

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