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Tune In to Your Future

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 362: Building a Winning Paid Ads Strategy with Tara Zirker

If you’ve found yourself staring blankly at your Meta Ads account, turn the volume up and grab a notepad. 

I’ve been in your shoes. 

What is Meta? 

How do I know which ad campaign objective to select?

Should I use an image or a video?

This is just the start of a long list of questions that runs through your head while beginning to set up your paid ads strategy.

I want to help you take the guesswork out of ads so I invited the Facebook Ads goddess herself, Tara Zirker, back onto the Spa Marketing Made Easy podcast. 

Tara helps thousands of online experts who are overwhelmed or skeptical to confidently learn paid advertising and infinitely scale their businesses through her business, Successful Ads Accelerator. 

Put your frustrations to the side, Tara shares easy to understand tips for lead generation and customer acquisition through paid advertising and tells us what developments to focus on in 2024. 

In this episode, we discuss: 

  • Two developments to consider when building your paid ads strategy this year
  • One important question to ask yourself about the lifetime value of a client
  • The biggest thing that holds spa owners back
  • Analyzing your budget and making data based decisions for ad placements
  • When and how to consider Tik Tok ads
  • Is video king in ads? 

References Mentioned in Episode #362: Building a Winning Paid Ads Strategy with Tara Zirker

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. 

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EP 361: Setting Intentions: Daniela’s 2024 Words of the Year

One of my favorite practices every January is to set my intention for the year.

(If you’re reading this and thinking “I didn’t do that!” It’s never too late. Tune in to hear more about the process.)

The word (or phrase) I select is the constant reminder I refer to weekly as I navigate life and business for another year.

For 2024, I decided to switch it up a bit. 

After seeing a Facebook post that said whichever 4 words you see first in the word scramble are going to determine your year, I decided to play along and ended up loving the 4 words I saw first. 

Tune in to this episode to hear what my focus is going to be in 2024! 

In this episode, I discuss: 

  • Intention setting and why it’s important to regularly practice
  • My process for setting my yearly intention
  • The 5 words I am committing to in 2024

References Mentioned in Episode #361: Setting Intentions: Daniela’s 2024 Words of the Year

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. 

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EP 360: 3 Keys for Building a High Performing Team

Not hiring is risky business. 

Operating as a solo isn’t wrong, but it is limiting because it becomes seemingly impossible to imagine expansion or growth when you have to wear all the hats of being a business owner.

I’m not saying it’s not attainable, but it is not what I recommend or would ever put myself through as a CEO. 

Developing a team has changed my life for the better. 

In today’s solo episode on the Spa Marketing Made Easy podcast, I’m sharing the 3 keys to building a high performing team and reasons why my team has helped propel my business forward.

In this episode, I discuss: 

  • How I’ve achieved freedom in my business by developing a team
  • The training and development processes I’m using with my Growth Factor® coaches
  • The reason why I gifted over $100,000 in 1:1 coaching calls to active Growth Factor® students
  • Importance of standardization of processes when you have more than one provider

References Mentioned in Episode #360: 3 Keys for Building a High Performing Team

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. 

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EP 359: Franchising Your Spa with Founder of VIO Med Spa, Joe Stanoszek

Longtime listeners know I’m constantly talking about having the mindset of creating an asset that you can sell. 

Well listen up Spa CEOs + aspiring spa owners because today’s podcast guest has done just that by building a franchise. 

There are currently 37 franchises of VIO Med Spa and counting! 

Founder Joe Stanoszek joins me to share the key things that made him get approached to franchise, plus the good and the bad of the process that landed him where he is today.

If you’ve had any interest in building a franchise or opening and operating a licensed franchise spa, tune in to hear all about Joe’s journey. 

In this episode, we discuss: 

  • Joe’s backstory and how VIO Med Spa came to fruition
  • Key things about VIO that made Joe get approached to franchise 
  • The in’s and out’s of the franchising process
  • Benefits of opening a licensed franchise, specifically in spa
  • Importance of lifetime customer value

References Mentioned in Episode #359: Franchising Your Spa with Founder of VIO Med Spa, Joe Stanoszek

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. 

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EP 358: Rediscovering Her Entrepreneurial Calling with Shirin Zakerion

You’ll often hear me talk about how entrepreneurship is like riding a rollercoaster.

Some days are up, and other days are down, but ultimately, the goal always remains the same – to build business around a life you love. 

My guest on today’s episode has entrepreneurship ingrained in her DNA. Growing up working in her family’s restaurant, Shirin Zakerion developed a knack for customer service and leadership at a young age.

(She’s been practicing entrepreneurship for a long time!)

As she pursued a career in the hair industry, she found herself thrust into the world of entrepreneurship that was disappointingly filled with burnout. 

But she persevered. 

Tune in to hear how she rediscovered her passion and commitment for haircare and is now running a thriving business that is authentic to herself and her business. 

Shirin’s remarkable journey, from burnout to rediscovery, is a testament to her resilience and a driving force behind her success.

In this episode, we discuss: 

  • Shirin’s entrepreneurial and family background that led her into the hair industry
  • The cause that made her take a hiatus from the hair industry
  • How she rediscovered her passion that led her to opening her current salon
  • Her focus on the customer experience touchpoints and how Mangomint has been an integral part of building this process
  •  The importance of making business decisions that are in alignment with the problem you are trying to solve 

References Mentioned in Episode #358: Rediscovering Her Entrepreneurial Calling with Shirin Zakerion

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. 

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EP 357: Sharing Event Strategies that Resulted in $225K with Samantha Surman

When you hear that somebody has hosted a wildly profitable event, the natural response is “tell me everything!”

Today’s episode of Spa Marketing Made Easy is doing just that. 

Samantha Surman, one of my Spa CEOs from my Growth Factor® Framework program, is spilling all of the juicy event details of how she generated $225K in revenue by hosting back-to-back events.

After meeting at a Dermaconcepts event, Samantha joined my program and focused all of her efforts on event planning. She’s the Medical Spa Manager at Healthy Complexions Spa where she’s focused on managing the growing team. 

We break down the ins and outs of how she went from barely hitting 4 figures to hosting 5- + 6-figure events in a matter of months after joining Growth Factor®.

The lessons shared in this episode are a must for Spa CEOs ready to run successful events. 

In this episode, we discuss: 

  • Samantha’s professional journey and the connection that brought her to join my Growth Factor® Framework program
  • The key takeaways she learned inside Growth Factor® that set the foundation for her mini event and open house
  • Her glowing review of working with Dermaconcepts 
  • All of the event details, including the most unexpected thing, and her advice for listeners
  • Her next big goal as a Spa Manager

References Mentioned in Episode #357: Sharing Event Strategies that Resulted in $225K with Samantha Surman

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. 

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EP 356: Embracing the Serial Entrepreneur Title with Charlie Carter

The greatest gift in coaching is witnessing the “Aha!” moments that happen for my students. 

My guest on this episode of the Spa Marketing Made Easy experienced a lightbulb moment on a recent coaching call when I gave her the title of serial entrepreneur.

Charlie Carter, CEO of Body Soul Spa in Jacksonville, FL, is multi-passionate and possesses a wide variety of talents and interests, and she has the itch of entrepreneurship. 

If you can relate to Charlie’s feelings of always wanting to take on the next big challenge and truly loving the build, the title of serial entrepreneur may be the answer you’ve been seeking. 

Listen in to hear how this defining moment gave Charlie so much clarity and validation for how she was feeling. 

Tune into this episode as we discuss:

  • How Charlie became an entrepreneur and her journey navigating the spa industry
  • The “Aha!” moment that defined her as a serial entrepreneur
  • What happens when she gets the itch of serial entrepreneurship
  • The decision making process she follows when presented with a new entrepreneurial opportunity
  • Charlie’s advice for aspiring entrepreneurs

References Mentioned in Episode #356: Embracing the Serial Entrepreneur Title with Charlie Carter

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. 

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EP 355: Announcing Addo Wellness Institute: A Post-Secondary School Specializing in the Business of Aesthetics

What you’re going to hear in this episode has been a long time in the making and I am ecstatic to finally share it with you – introducing Addo Wellness Institute, the first post-secondary school specializing in the business of aesthetics! 

This new venture is a marriage between my two personal worlds of being an aesthetics professional and being a military spouse, and our goal and vision with Addo Wellness Institute is that we’ll help 5,000 military spouses and veterans find meaningful employment by 2030. 

In addition to military spouses and veterans, Addo Wellness Institute aims to support aesthetic professionals, spa owners and Spa CEOs in both finding top-tier talent trained in key remote team member roles as well as obtaining spa manager training for that key role within your growing company. 

Tune into this episode as I share:

  • The mission and vision behind Addo Wellness Institute including how we’re starting and where we’re headed 
  • The three initial certification tracks that are now open for enrollment and why these roles are key within a successful spa company 
  • How we’re structuring our class sizes and learning environment, plus, how we’re making an even greater impact by focusing on providing training within the military community to fill remote aesthetic roles 
  • The first steps to getting started and becoming a student of our inaugural class

References Mentioned in Episode #355: Announcing Addo Wellness Institute: A Post-Secondary School Specializing in the Business of Aesthetics

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. 

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EP 354: Determining + Increasing Your Lifetime Customer Value with Scott Bell of High Level Marketing

Getting more clients is always the hot talk when it comes to spa marketing, and while gaining new clientele is obviously important, a successful spa owner and entrepreneur knows that retaining clientele is even more valuable. 

Not only is it easier to market and sell to an existing client who already knows, likes and trusts you, but you have the greatest opportunity to move the needle on a metric that really underscores the entire health of your business – your Customer Lifetime Value. 

Here to break it down with me is Scott Bell, the Chief Executive Officer of High Level Marketing (HLM), a leading digital marketing company serving over 2,000 small and medium-sized businesses with the core purpose of accelerating their customer growth by helping them unlock their true business potential. 

From understanding how to determine your spa’s Customer Lifetime Value to utilizing it in making key strategic decisions, especially when it comes to your marketing, this is a lesson in business you can’t afford to miss. 

In this episode, we discuss: 

  • Scott’s background in marketing and entrepreneurship and how he shifted from owning a billboard marketing company into the world of digital marketing
  • Defining Lifetime Customer Value and why this is such a critical metric for spa owners to understand and leverage
  • How to begin calculating your spa’s Lifetime Customer Value and tips for increasing that value over time 
  • How we can utilize Lifetime Customer Value in our marketing, plus insights on setting your marketing budget percentage for growth and crafting systems around tracking your numbers for long-term growth

References Mentioned in Episode #354: Determining + Increasing Your Lifetime Customer Value with Scott Bell of High Level Marketing

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. 

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EP 353: Releasing Guilt Over Time Spent and How We Plan for Success

Ambitious women are wired for guilt.

I know that statement packs a punch, especially if you let it sink in. 

Whether its mom guilt, guilt for spending time on something “frivolous” or “wasting time” on something that doesn’t move the needle or make you money, it’s all too easy for an ambitious woman, especially entrepreneurs  to feel like you’re trying to “do it all,” but as a result, not doing any of it well. 

No matter how you want to classify the guilt, I want to take some time to shine a light on it, talk through it, and make a plan to blow past it. 

Life is too short to spend time in regret feeling guilty about how you’ve spent your time (it’s a vicious circle!). 

And while I do believe we can do, be, and have it all, it’s not going to happen through white knuckling your to-do list or making yourself pliable enough to be bent and pulled in 20 different directions at once. 

No, if you want to drop the guilt for good, and actually do everything you set out to do in that version of your dream life and business you have in your head, it’s time to put that vision into action with a plan, which is what you’ll learn when you tune in to this episode of Spa Marketing Made Easy.

In this episode, I go over: 

  • How my journey through motherhood transformed my relationship with time and how I came face to face with mom guilt, plus, what I’ve done to shift out of it
  • Why it’s important to examine how we feel around how we’re spending our time and how that aligns with our vision for our life and our businesses 
  • The 4 critical steps in my and my team’s annual planning process

References Mentioned in Episode #353: Releasing Guilt Over Time Spent and How We Plan for Success

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EP 352: From Stay At Home Mom to Spa CEO Who Went from $0 to $180K in 6 Months with Debbie Brewer

A sentiment I’ve often shared is that “it’s never too late to start,” and my guest on this episode of Spa Marketing Made Easy is a beautiful example of how you can begin your life as Spa CEO after moving through a different career journey and be wildly successful at any age. 

Joining me on this episode is Debbie Brewer, the CEO of Beauty Brew Skincare and Spa, a full-service wellness and beauty spa in New Jersey. 

Debbie began her entrepreneurial path after raising three incredible women as a stay at home mom, and once her kids were grown, she pursued her passion for aesthetics, which also led the way to sugaring, an element of aesthetics she’s building her legacy around. 

Within six months of opening her own business, Debbie went from $0 to $180K in revenue. 

Debbie is truly awe-inspiring, and beyond her skillset, which she has worked hard to acquire, I believe it’s her learner’s mindset, strategic decision making, empathy, attitude and perspective, that are the keys that have unlocked her success. 

And in this episode, we’re talking about how she made it happen.  

I dare you not to be inspired by her story! 

In this episode, we discuss: 

  •  Debbie’s journey of discovering the world of aesthetics and her personal skincare journey healing hormonal melasma 
  • The transition out of filling the long-time role of stay-at-home mom for her family and moving into an aesthetics career, and eventually a Spa CEO of her own practice
  • How partnering with Dermaconcepts, the distributors of Environ Skin Care, has helped set up Debbie for success through retail, treatments and gaining access to the exclusive resources Growth Factor Framework provides through our partnership with Dermaconcepts
  • How Debbie looks at legacy and the steps she is taking now to move toward her long-term vision, plus, her words of wisdom for aestheticians on the cusp of transition and breakthrough 

References Mentioned in Episode #352: From Stay At Home Mom to Spa CEO Who Went from $0 to $180K in 6 Months with Debbie Brewer 

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. 

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EP 351: What Does a Spa Manager Do?

Is your spa’s revenue stuck at the $28-30K per month mark? 

Often, I’ll see spa owners approach this issue with their sales and marketing hat on, but I’m here to tell you to swap out that hat for another because the thing you really want to be examining here is your team. 

Chances are, you’re not operating solely as the spa owner and CEO. 

Instead, you’re acting as the CEO and the spa manager (and maybe you’re still in the treatment room, too!). 

If you find yourself trying to figure out a way to up your monthly revenue number, it’s time to consider bringing on a spa manager. 

And in this episode of Spa Marketing Made Easy, I’m breaking down exactly what someone in this role should be responsible for and how it impacts both your role as the Spa CEO and the overall growth trajectory of your business. 

In this episode, you’ll learn: 

  • What it means to have someone else other than you owning the role of spa manager
  • What qualities should you look for in a spa manager and what tasks they typically handle
  • How having a spa manager on your team shifts your day-to-day responsibilities as a Spa CEO

References Mentioned in Episode #351: What Does a Spa Manager Do?

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. 

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