Med Spa Marketing: Turn Your Skills into Bookings

You went to school. You mastered injections. Now you need clients. If you’re ready to fill your schedule up, here’s how to turn your skills into bookings. This guide will cover marketing tips for:

Optimizing your website
Building trust
Owning your Google Business Profile
Being active on social media
Building an email list
Using local SEO
Running targeted ads
Analyzing what’s working

Let’s get into it!

Optimizing Your Website

A website is one of the most essential tools for medspa marketing. It’s right up there among your first impressions digitally. Before anyone books a treatment with you, they’re likely to conduct a Google search, which will direct them to your site. This resource is readily available 24/7, allowing clients to browse at any time to learn about treatments, read reviews, and schedule a consultation (here’s how you can master the consultation). If you don’t have a clean, easy-to-navigate website, you could lose potential customers to a competitor with a better site.

Keyword Tip: Use keywords throughout your site that make sense for someone searching for your services. Think, “Botox in [Your City]”, “Lip Filler Cost”, “Chin Filler Before and After”, etc.
Treatment Page Tip: Create separate pages for the different treatments you offer. This will help Google understand your offerings to get the right treatment page in front of the audience searching for it.
CTA Tip: Craft clear calls to action (CTAs) that help motivate potential customers to schedule an appointment with you. Think “Book now”, “Schedule your consultation”, or even “Book X Treatment in [Your City]”.

A strong website also helps you appear in Google search results. With the right keywords in place, you’ll be discovered organically, which means you don’t need to pay for website visits. Plus, it supports all your other marketing efforts, from social bios to email newsletters and ads. If you still want to sharpen your injectables skills while adding a marketing boost, check out DCCM Academy’s Business Plan & Development guide. It’s designed to help you build a clear plan for a medspa that Tara can assist with.

Building Trust

Clients buy with their eyes. That means you’ll want to collect both before-and-after images of all the services you provide. Additionally, they will want to see your experience and credentials, and hear about others’ experiences working with you.

Before and After Images Tip: Get written consent for photos and protect their privacy. Take clear, well-lit pictures of treatments and label them with easy-to-understand captions.
Credentials Tip: If you’ve trained at an academy like DCCM, be sure to show your certificate and share stories about your experience.
Reviews Tip: Encourage your customers to leave reviews and give referrals whenever possible. Consider offering a small credit toward future services for a referral that results in a sale. Email or text a client after their first appointment with a link to leave a Google review.

Before a customer schedules an appointment with you, they need to have faith in your ability to help them reach their goals.

Owning your Google Business Profile

Your Google Business Profile (GBP) is one of the most powerful tools at your fingertips for getting local clients. Plus, it’s free! When someone searches for a service in your area, Google shows what’s called a “map pack”, which is a map of local businesses offering the same services.

GBP Information Tip: Ensure that the information listed is accurate; this includes your business name, address, phone number, and other relevant details. Update your business hours if they change due to holidays, and don’t forget to provide a clear description of what you offer.
GBP Posting Tip: You can add posts to your GBP, which will help your profile stay active and provide relevant information to customers. Upload photos of your treatment room, front desk area, team, specials, and before-and-after images.
GBP Messages Tip: There is a messaging feature that allows potential customers to contact you directly from your GBP. Turn this on, and if you have booking software, connect it, so that customers can schedule an appointment with ease.

Businesses with the most robust and active GBP listings appear higher on the results list.

Being Active on Social Media

This is an industry where social media is quite popular. Your target audience scrolls through aesthetic videos daily, which means you should be a part of what they’re consuming. Research to discover what your local competitors are doing, as this can help you determine the best approach to begin your social media journey. TikTok and Instagram are large platforms that may be beneficial to start with.

Posting Tip: Don’t be afraid to go live! Answer questions in real-time, interact with your audience, build connections, and establish a name for yourself.
Hashtag Tip: Although the effectiveness of hashtags has evolved, they remain relevant when used correctly. Be strategic and find niche-specific tags that are relevant to your content.

If you’re still honing your cosmetic neurotoxin and filler skills, DCCM’s Botox Training and Filler Training courses can help you talk the talk confidently on social.

Building an Email List

An email list is a direct and reliable means of keeping in touch with clients, helping your medspa stay top-of-mind.

Email Collection Tip: You can use your online booking system, a check-in form, and/or a website pop-up as quick ways to gather email addresses from clients and prospects.
Email Segmentation Tip: Not everyone who signs up for your email newsletter will be interested in the same type of content. Group (or segment) your list based on interest or treatment history. This will help you send more personalized messages that have a higher likelihood of converting.
Email Content Tip: While this is an excellent place to promote specials, it’s also important to go beyond selling-only emails. Offer valuable insights, such as signs it’s time to refresh an injectable treatment, things to avoid before and after an appointment, and client transformations, etc.

If you’re sending helpful, relevant content, your readers will want to see it. And don’t forget that there are tools available to help you automate welcome messages, birthday promotions, rebooking reminders, and post-treatment tips. Think Mailchimp or Klaviyo.

Using Local SEO

While it’s crucial to maintain a clear, relevant, and easy-to-navigate website with treatment pages, ‘about us’ information, contact information, etc., you can go beyond the main website. Write short, helpful blog posts about treatments.

Linking Tip: Add a link in the blog that points readers back to the relevant treatment page.
Backlink Tip: You can acquire local backlinks, which enhance your website’s authority on Google. If they have a “Recommended Providers” page, ask nearby businesses (salon, yoga studio, etc.) to link to your blog from it.

This is your opportunity to expand on educational content and position yourself as a thought leader in this industry.

Running Targeted Ads

Targeted ads don’t push an ad out to everyone; they hone in on the people most likely to book a treatment. Create a clear offer that gives people a reason to stop scrolling – this includes the treatment name, benefits (e.g., discounts, free items, limited-time offers), and a clear call to action.

Collecting Information Tip: Start with an ad (image or video) that has a clear headline and CTA button. Use a CTA to direct them to a landing page specifically designed for the offer. Let them schedule a consultation on the spot or leave their information for follow-up.
Where to Run Ads Tip: Instagram and Facebook (Meta) are excellent for awareness and promotions. Google Search Ads are beneficial for individuals already seeking treatment, while TikTok Ads are gaining popularity among younger generations.

Be as specific as possible about how you’re solving a problem for your clients. It’s not just Botox you’re offering, it’s a smoother forehead before an event, or a headache-free morning because TMJ isn’t an issue anymore.

Analyzing What’s Working

Track your marketing efforts to understand what is working and what you should adjust to see a difference. This will help you to know what is worth your time and money.

How to Track Tip: You can use your booking software, Google Analytics, and social media insights, combining the information into a spreadsheet to track everything.
Adjusting Tip: If something isn’t bringing clicks or client bookings, adjust one piece at a time and keep tracking the results. This will help you determine what’s working and eliminate what’s not. Try a new image, change the headline, adjust the offer, or move your CTA higher on the page.

Monitor the number of people who clicked on your ad, treatment page, or blog post. Keep track of how many people book a treatment, and where they came from (social platform, email, Google, or referral). Identify which post performs best and use that as a basis for creating more content on the same topic.

Ready to Market Your Medspa?

Growing your medspa doesn’t have to feel overwhelming. Start small, stay consistent, and don’t be afraid to test what works. From posting before-and-afters to running targeted ads, everything you do builds trust, and trust fills your calendar.

Whether you’re solo, part of a team, or just starting your journey after aesthetic training, remember: you’re not just offering Botox or filler. You’re offering confidence, self-care, and transformation. And if you want to take the business side seriously, DCCM Academy’s Business Growth and Mentorship Consulting Program is an excellent next step. Discover how to attract your ideal clients, run your medspa like a pro, and grow with purpose.

Tara Delle Chiaie

MEET

Tara Delle Chiaie

DNP, MSN, FNP-BC, APRN, ABAAHP

Owner/Master Aesthetic Injector

My name is Tara and I am the owner of Delle Chiaie Cosmetic Medicine. I have been in medicine since 2002 as a Registered Nurse. In 2011 I graduated from the accelerated program at the University of New Hampshire (UNH) as an Advanced Practice Registered Nurse (APRN) and immediately became nationally recognized through the American Nurses Credentialing Center (ANCC) as a Board Certified Nurse Practitioner. I grew up in the beauty industry and found it was a great union to blend beauty with medicine. I have an astute sense of safety, while my experience guides my practice to produce beautiful and natural results. My goal is to continually fine-tune the art of bringing one’s inner beauty to the surface.

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