You know the story of The Wizard of Oz…
Carried in a tornado to the land of the Munchkins, Dorothy is desperate to find her way home. She sets off down the Yellow Brick Road, hoping that the great Wizard of Oz will be able to magic her back to Kansas.
Yada yada yada, she finally discovers that if she clicks the heels of her Ruby slippers three times, she’ll return to Auntie Em.
“Everything you were looking for was right there with you all along,” Glinda, the Good Witch of the North, tells her before she departs.
“You always had the power, my dear; you just had to learn it for yourself.”
For many aesthetic clinics and medspas, that’s exactly what finding new business is like.
You search all over the Internet for new leads, investing in advertising, developing your Instagram presence, building your SEO, recording videos and spending a fortune on television or radio spots…
Over the years you’ve poured many thousands into new marketing ventures, trying to find a reliable source of new appointments.
But all that time, you’ve had ruby slippers on your feet – the simplest, easiest and most obvious way to generate new business has been right in front of you.
You already own a list of fantastic leads…
You’re probably just overlooking it.
Whenever clinics come to us looking for help growing and scaling, one of the first questions I ask them is the size of their patient database.
Over the years, clinic owners have told me they have 2,000 people… 10,000 people… even 50,000 or 60,000 people on their email list.
And yet they rarely messaged these people – perhaps once a month they sent them a quick promotion.
They don’t have any plans to communicate more frequently – or more effectively – with their database. They are looking for new ways to reach patients.
But while generating new leads is always attractive, it makes no sense to start pulling in new leads before you market the hell out of your existing ones.
Because, yes, those patients on your database are fantastic leads (although it might feel less sexy to market to them because they’re… you know… already there!).
They already know, like and trust you, so you don’t have to spend much time introducing yourself or building credibility.
The simplest, easiest and most obvious way to generate new business has been right in front of you.
You already own a list of fantastic leads…
You’re probably just overlooking it.
They’ve already shown a willingness to spend money with you, so they’re unlikely to be price-shoppers or time-wasters.
Best of all, you don’t have to spend any money drawing them into your orbit, with expensive advertising.
It costs you nothing to reach these leads – you already have all their details sitting right there on your computer!
This is particularly important in the current economic climate…
Because even though you are likely experiencing high demand right now (if you’ve already re-opened), you are still reeling financially after months of closure.
Cashflow is difficult right now…
With appointments spaced out, you can’t take in as many patients as you used to…
There are bills to pay under stressful circumstances.
When you’re surging but hurting, every penny and every cent counts. You have to watch your spending like a hawk.
And while your marketing is more important than ever – the very last thing you should skimp on right now! – you need to find ways to get better results from a smaller spend.
While generating new leads is always attractive, it makes no sense to start pulling in new leads before you market the hell out of your existing ones.
The names on your email list are your ‘low hanging fruit’ – relatively easy to ‘pick off’.
…And that should always be where you start, for the quick wins filling up your appointment book – and for long-term gains, building up a super-loyal audience who love hearing from you, and who would never choose anyone else for their aesthetic treatments.
If you have an email database, even just a few hundred strong, “Everything you were looking for was right there with you all along.”
Inbox Express is our library of marketing emails for aesthetic clinics and med spas just like yours.
It’s designed to help you market to your database powerfully and effectively, so you can get your existing patients and leads back through your doors again and again, nurturing your relationship with them and building ever-stronger loyalty…
…While keeping your marketing spend to an absolute minimum.
The value-for-money is immense.
And because the emails are already written for you, you can get this most important part of your marketing done in 5 minutes or less each week – another important saving.
Miriam Shaviv is Director of Content at Brainstorm Digital, which helps aesthetic clinics and med spas get patients through their doors again and again – without the headache of costly online advertising.
