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You have built an oasis for your medical spa and invested your time, energy, and money. Yet you don’t make as much as you would like? A possible solution to your woes is medical spa marketing.
Medical spa marketing is the need of the hour, not just if your business is down but also if you’re looking to maximize the returns from your company. Experts say this is due to stiff competition, increasing operational costs, and a brilliant marketing strategy.
Medspa marketing would involve a multitude of factors like content marketing, paid advertisements, SEO, and website optimization. But this article will focus on the need for content marketing and the vital role of copywriting in promoting your spa!
The Basics of Copywriting
Digital marketing is famous for being a known (not to mention easy) method of attracting traffic when you already have a website in place. Quality content not only lends credibility but is also a great way to connect to potential clients. You also provide them with valuable information about your services.
Surprisingly, most businesses still don’t believe in content marketing. This is despite the fact that copywriting can be one of the best sources of high-quality business leads. It costs around 62% less than outbound marketing and is proven to generate 3x as many leads.
1. Keep it light and crisp
Whatever the method you chose to employ (more on that later), you need to ensure the quality of your content. Visitors are looking for content that is readable and ready to digest, not complicated thesis papers.
This means that you cannot afford to be very wordy- you need to explain industry concepts in a lucid language? How do you do that? Well, it is quite simple. All you need to do is pretend you’re talking to a child. That way, you will automatically start using simpler language.
2. Keep it relatable
Another thing to keep in mind is to tailor the copy according to the audience’s needs. You might have to invest time researching the persona of your clients, but the conversion of leads into clients will be worth it!
Copywriting does your marketing for you- it is your personal salesman. It speaks to the customer, builds trust, engages them in conversation, and persuades them into action. To do that, your copy cannot be generic.
Optimization is key to driving results in copywriting. Therefore, understanding the demographics and behavior of your audience will help in tailoring the medspa website and attracting more traffic.
To do this, you have to segment your audience. This can be done through various tools. For example, use Google Analytics or Fintenza to find all the demographic data from each website visitor.
3. Keep it long, but not too long
As longer texts tend to rank better on search engines, make sure your copy is not too short. However, keep in mind that it has to accommodate the attention span of your visitors and shouldn’t be drab. It needs to be crisp, readable, and relatable.
This also relates to hooking the audience. Joseph Sugarman famously said,
“All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of your copy.”
However, in the long run, we need the audience to read every last bit of your copy; how else will they get to know how amazing your services are? You can’t convince your audience without hooking them.
To hook your audience, follow these simple steps – first, capture attention. Second, stir emotion. Third, spike interest. Fourth, inform and persuade. Now you know what to do. The question before you? Easy! Follow these common methods:
Be concise: Each word should have a purpose. Ensure that every word is necessary and contributes, either in giving valuable information or persuading the client.
Ask questions: Psychologists called reciprocity the tendency of humans to answer a question when asked. Use this to your advantage- ask questions, and the client will engage by responding!
Shock Them: Anything that the audience will find intriguing will hook them, thereby leaving them reading your article till its end for closure. The correct way to do this is by breaking their preconceptions and teaching them something new.
4. Keep the Brand Sentiment
As your copy will affect the way readers feel about your brand, it should reflect the right sentiment. To start with, the copywriter needs to understand what the clients feel about the brand; here, a technique developed by marketers called sentimental analysis may be used.
This would involve monitoring all your social media accounts, your brand mentions, and how the press, as well as your target audience, talks about your brand. For more information, you can research online forums, customer reviews, and local media
This would give you a rough idea about what kind of feelings are there towards your brand- positive, negative, or neutral. Based on your findings, your copywriting will vary as it tries to address this feeling. For example, if there is a negative feeling, you need to encourage positivity.
5. Use ‘Call to Action’
Call to Actions (CTA) is the secret superpower of the copywriter. Essentially, certain words deemed “power words” tend to convert better. They elicit positive emotional responses in visitors that encourage them to take action (in your favor) after reading your copy.
6. Utilize Guest Blogging
If your website isn’t doing great, a solution you can utilize is making copywriting requests to leaders, businesses, and other bloggers. You can barter your expertise and industry experience to do blogs on their websites. This would likely result in increasing traffic as the blog would share the post amongst its network. Moreover, this creates an opportunity for them to link their websites to yours.
Here is a round up about copywriting and how it can benefit your medical spa. Make sure to employ copywriting in your business if you want more clients. Give this article a detailed read for a better understanding of the topic.