EP 174: Your 7-Step Funnel Building Process

November 23, 2020
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marketing

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

Sign up for our Spa Marketing Funnel course plus my templates and email swipes for just $197 (a $300 savings). Learn more and sign up here.
Tune into Episode #170 : Launching Your Own Line with Sara and Melissa of Sykes & Lanno
Create an account with Canva
Learn more and sign up for ConvertKit
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

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

November 16, 2020
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marketing

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

Jump in on our Spa Marketing Funnel course before Nov. 22 to get the early bird price + exclusive funnel review bonus! Learn more here.
Join Sara and Melissa’s Facebook group for professionals, Sykes & Lanno Beauty for Professionals
Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
If you’re interested in learning more about wholesaling, get in touch with Sara and Melisa at [email protected].
Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, Episode #130, and Episode #137, Episode #145, Episode #154, and Episode #170
Listen to Episode #152 – Pivoting Toward Profit Through Positivity and Beauty Boxes with Kate Jaksik

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

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

November 9, 2020
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marketing

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

Learn more about April’s business, Forthright-People via their website and blog
Connect with April on LinkedIn and listen to her podcast, Success Made to Last, for more personal branding insights
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

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

October 26, 2020
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marketing

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

Join Sara and Melissa’s Facebook group for professionals, Sykes & Lanno Beauty for Professionals
Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
If you’re interested in learning more about wholesaling, get in touch with Sara and Melisa at [email protected].
Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, Episode #130, and Episode #137, Episode #145, and Episode #154

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

EP 162: Digital Marketing for Spas

September 28, 2020
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marketing

Here’s the cold hard truth: If your spa doesn’t get up to speed with digital marketing in the next two years, you will get left in the dust.

Now that we’ve come to grips with that reality, now let’s lay out a plan and set it into motion!

Back in August, I hosted the first virtual Aesthetic Marketing Seminar, an event typically held in-person and exclusive to my students, but after virtually gathering with hundreds of aestheticians and spa owners online and getting their feedback, it was clear that a couple of the presentations needed to make their way to the podcast.

This is truly a comprehensive episode that covers the five core areas you need to dial in for a comprehensive digital marketing strategy for your spa plus the systems you’ll want to build into each area to gain traction efficiently and be able to sustain that traction and subsequent growth.

It’s chock-full of strategy plus the action steps you need to get started today, and as we’ve already discussed above, it is critical that you get started now.

So, pull up your earbuds and a notepad, and take a look at the presentation below to get the audio and visual experience. And when you’re done, let’s get some accountability going inside of the Spa Marketing Made Easy community!

Head over to the group and let me know your biggest takeaway and which area you need to focus on first.

In this episode, you’ll learn:

The five core areas you need to dial in for a comprehensive digital marketing strategy for your spa and why building in systems for each area is key to gaining traction efficiently and sustaining growth
How to optimize critical areas of your website for better conversion of new leads and booked clients
The ROI of email marketing and important questions to help analyze and perform an email marketing audit on your business
Where to focus your energy on social media and how to systemize your social media process so that you can maximize your connection efforts
Important SEO action steps to get your website ranking on the top of Google search results
How to craft winning ad creative for your paid advertisements and why this marketing method is the fastest way to generate targeted leads

References Mentioned in Episode #162: Digital Marketing for Spas

Get help with revamping your website with ReversedOut.com
Use Process Street to document systems and process inside your business and ConvertKit for your email marketing
Sign up for Google Analytics to view your top traffic sources
Learn more about our programs Spa Retail Rockstar and Post With Purpose
Learn how to run your own ads through Successful Ads Club or outsource your paid advertising with Jackie Ellis
Tune into Episode #84 and Episode #144 to learn more from Tara and Jackie
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

EP 160: Creating an Authentic Selling Culture Inside Your Aesthetic Practice with Nikki Rausch

September 21, 2020
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marketing

Does the idea of someone, especially an existing or potential client, viewing you as “sales-y” send shivers down your spine?

It should, because if you’re doing sales the right way, you never have to worry about coming off as pushy or only interested in getting your client’s money.

Listen, “sales” is not a dirty word.

Sales are the lifeblood of your business (businesses have to make money to be successful, after all), but for having a relatively *sleazy* reputation, sales success is actually built on your reputation, relationships, and rapport.

And as my guest on this episode of Spa Marketing Made Easy shares, “Relationship first, rapport always.” Go that route, and you can’t go wrong, and you’ll also see the revenue follow.

With 25+ years of experience selling to such prestigious organizations as The Bill & Melinda Gates Foundation, Hewlett-Packard, and NASA, my guest on this episode, Nikki Rausch, now helps entrepreneurs sell in a way that builds relationships, creates true connection, and results in more closed deals and long-term clients.

As a sales coach, author, speaker and founder of Sales Maven, Nikki transforms the misunderstood process of “selling” into techniques, tools, and tips that can be successfully incorporated into a replicable process.

Nikki is the real deal in sales, and isn’t just here with the feel-good, you-can-do-it sales pep talk.

She’s got the science, the intel, and the experience that will have you excited to begin creating an authentic selling culture inside your aesthetic practice.

P.S. – Once you’re done listening to this episode, make sure you head to the Spa Marketing Made Easy Facebook group to join in on The Mask Challenge! Don’t know what I’m referring to? You will when you tune in!

In this episode, you’ll learn:

Why sales isn’t a bad word and how we can start flipping the belief of “sleazy sales” on its head
Nikki’s background in communications and sales, and how her approach plays into psychology, neurolinguistics, and habits and patterns
How to put customer at ease so they can be more forthcoming about their true needs
The process of creating a selling culture and system with Nikki’s 5-step process she calls “The Selling Staircase”

Resources Mentioned in Episode #160: Creating an Authentic Selling Culture Inside Your Aesthetic Practice with Nikki Rausch

Learn more about Nikki’s work as the Sales Maven on her website and download her ebook, Closing the Sale: Simple Tips to Increase Your Confidence, as a gift for Spa Marketing Made Easy listeners
Connect with Nikki on Facebook, Instagram, LinkedIn and Twitter
Tune into Nikki’s podcast and YouTube channel
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

EP 154: Making Intentional and Magnetic Branding Decisions with Sara and Melissa of Sykes & Lanno

August 31, 2020
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marketing

Beyond understanding that your brand is not your logo or your color palette (it’s so much more and we’ll touch on that in a bit), there a few other key things you need to know about branding:

1 – Having a beautiful brand presence that commands attention isn’t just for big name businesses and corporations.

2 – Having a thoughtful and well-crafted brand is for every size and style business (from solo aesthetic practices to multi-location day spas), especially if you want to ensure longevity and loyalty.

3 – The other critical piece of branding is that it’s not something you focus on “one day,” rather branding is something you should focus on from Day One.

Because here’s the thing about building a brand your dream clients will feel magnetized to – they don’t happen on accident.

It takes intention and ongoing action, and here to discuss this critical piece of business are my Growth Factor program students, Sara and Melissa of Sykes & Lanno Skinbar.

This is our seventh episode together chronicling their growth journey throughout 2020 and since they were fresh off the set of a recent photoshoot to get product and branding photos for the next quarter, we thought talking about all things branding would be the perfect topic to touch on for this month’s discussion about how they’re making the intentional choices today to build an aligned brand for the future.

In this episode, we discuss:

How branding has been a conscious decision since Day One of starting Sykes & Lanno Skinbar
How Sara and Melissa define “branding” and what elements play a part in the experience and aesthetic they provide
Ways they find that their brand informs and communicate the experience they provide and the feedback they’ve received from their client because of it
Their experience in booking photo shoots to keep their brand visuals fresh and how that plays into their overall marketing plan

References Mentioned in Episode #154: Making Intentional and Magnetic Branding Decisions with Sara and Melissa of Sykes & Lanno

Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, Episode #130, and Episode #137, Episode #145

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

[ Subscribe to Spa Marketing Made Easy on iTunes ]

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!

EP 152: Pivoting Toward Profit Through Positivity and Beauty Boxes with Kate Jaksik

August 24, 2020
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marketing

The power of positivity is something I have believed in and talked about for years, especially as it relates to business success, but pivoting has been the big “P word” and theme of business throughout this pandemic, especially for the aesthetics industry.

Well, when you pair the two together like my guest on this episode of Spa Marketing Made Easy did, it results in revenue because –

1 – People like to buy from positive people

2 – Positive people keep their mind open to new ideas

3 – New ideas harnessed can bring forth new streams of revenue

My guest is none other than one of my Spa Retail Rockstars, Kate Jaksik, who is the owner of Glow Beauty Bar in Florence, Massachusetts, where she and her team provide salon, spa, and makeup artistry services.

When news of the Covid-19 closures hit, rather than recoiling in fear, Kate sprung into action to keep her business healthy and her team employed.

Through that action and determination to stay positive in the face of the pandemic, Kate conceptualized an idea that in the last several months has evolved and quickly become an offering both she and her audience are passionate about.

And oh yes, it’s profitable, too.

Tune in to hear the behind-the-scenes on the beauty box craze that Kate created and fueled with her audience through pure positivity and the power of ecommerce and social media selling.

In this episode, we discuss:

The steps Kate immediately took when first notices of closures hit
How Kate conceptualized her Beauty Box idea after offering discounts that didn’t provide the additional profit she needed
The process of creating a new product and continually refining it throughout the shutdown to help maximize sales and profitability as well as a peek into her sales approach
Kate’s motivation for forging ahead during trying times and how she kept on the path of positivity to not just survive, but thrive
Where she is taking her Beauty Box idea next and the continued evolution she’ll pursue past the shutdown of her spa and salon

References Mentioned in Episode #152: Pivoting Toward Profit Through Positivity and Beauty Boxes with Kate Jaksik

Visit Kate’s website at Glow Beauty Bar
Connect with Kate on social on Facebook and Instagram
Find packaging and shipping supplies from ULINE and box inspiration from Box Fox
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

EP 150: 3 Ways to Reward Loyal Clients

August 17, 2020
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marketing

Loyalty isn’t something to be taken lightly.

After all, that’s what we always aim for with every new client who walks through our doors – that they will always choose to book with us and make us their go-to aesthetic expert for years to come.

While this loyalty obviously comes from providing great service that delivers results, a key piece of business is building relationships, so when someone shows their loyalty, it pays dividends to reward it.

Whether you already have a loyalty system in place and want to extend another element of loyalty rewards to bring in more referrals, or you’re brand new to business and want to get people incentivized to come back repeatedly, there’s never a bad time to layer in loyalty perks into your aesthetic practice!

In this episode, you’ll learn:

Why rewarding loyal clients is critical for both retention and referrals
My top 3 ideas for rewarding client loyalty at varying levels
Why you may want to have multiple loyalty reward strategies and how to determine a loyalty structure that supports your bottom line

References Mentioned in Episode #150: 3 Ways to Reward Loyal Clients

We just unlocked a new resource in the free Spa Marketing Made Easy portal! Click here to get access.
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!

EP 144: Using Facebook Ads to Generate Leads on Autopilot with Jackie Ellis

July 20, 2020
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marketing

There are two critical pieces to any service-based business: gaining clients and retaining clients.

As an aesthetic expert, retention is really where your focus should be as this is:

1) where you have the greatest chance of success because once someone is on your table, you have the opportunity to provide a tremendous experience and educate them on the importance of continually working with you

2) retention is what will increase the client’s lifetime value to your business

However, instead of focusing on retention of the clients who have already made their way through your doors, what I see many aestheticians and spa owners heavily focusing their time and energy on is lead generation.

It’s a constant cycle of chasing the next client, and it’s exhausting.

What if, instead of spending all your marketing time trying to get brand new people through your doors, you focus your attention on those who are the easiest to sell to (aka the people who have already bought from you before), and let Facebook ads take care of the lead generation on autopilot?

Sound too good to be true?

Meet Jackie Ellis, my personal Facebook ads extraordinaire on team AddoAesthetics who has managed Facebook ads for businesses of all sizes and scale.

As a former fitness professional turned digital marketer, Jackie spent 18 years in the fitness industry doing everything from teaching classes and training clients to eventually managing a local health and tennis club, which is where she found her true passion in marketing and copywriting.

She knows all about the pull to constantly drive new clients through the door of a brick-and-mortar business, but as you’ll hear her explain in this episode, there is a better way, and that way is called Facebook ads.

In this episode, you’ll learn:

Why many aestheticians are wearing all the hats, and how it’s not sustainable
How the framework of figuring out Facebook ads and marketing works just like the processes of your aesthetic expertise
Why it’s critical to understand the power of Facebook ads and how to leverage them in your aesthetic practice
What to consider when outsourcing your Facebook ads creation and management

References Mentioned in Episode #144: Using Facebook Ads to Generate Leads on Autopilot with Jackie Ellis

Learn more about Jackie and her work on her website
Connect with Jackie on Instagram @iamjackieellis

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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!