Taneesa Williamson 3 ways to increase audience reach without spending a cent, shared by Heather Foord.
Featured image: Heather Foord.
Did you know that more than 30% of business owners list their biggest stressor as ‘fear of being responsible for the business’ failure’? In the spa and aesthetics industry, it’s no different. In between managing staff, marketing, finances, treating and keeping clients happy, it can be hard to prioritise ways to grow your clinic.
I’m here to tell you that growing your clinic, increasing revenue and capturing a new customer base doesn’t have to cost money and take up copious amounts of your time (because, we all know the importance of work/life balance and the latest season of Selling Sunset isn’t going to watch itself). So, if you want to attract new clients, it’s not about investing thousands into new treatments or new branding. It’s about being creative with what you have.
Here are three strategies to help your clinic work smarter, not harder when it comes to expansion:
1. Embrace Prevention, Not Just Treatment
The old adage “prevention is better than cure” has never been more relevant – and it’s not just in the aesthetics industry. Recent trends and research show a significant consumer swing towards preventative care, meaning that people aren’t just looking to fix issues once they’ve happened; but they’re wanting to prevent them from happening in the first place.
According to a 2023 report by the Global Wellness Institute, preventative wellness is a rapidly growing sector, so embrace your inner Gen Z and be a trendsetter. Begin by repositioning your current services – taking a more ‘preventative’ approach with your marketing. Your clients are looking for long-term solutions that preserve their youth, instead of quick fix options that aim to reverse signs of ageing.
Core Tip: Promote your services and skincare routines as essential parts of a preventative lifestyle. Offer packages that focus on regular maintenance – think of it like a gym membership but for your wellbeing.
2. Find a Health or Rehabilitation Angle
Have you ever considered that your treatments could serve a dual purpose? Many spa and beauty treatments have incredible rehabilitative and health benefits that mean you could broaden your audience appeal – without even adding to your current offering!
Technologies like LED light therapy, is not only fantastic for skin rejuvenation but also for treating conditions like acne, reducing inflammation and even promoting wound healing – think women with C-section scarring or post-mastectomy. Similarly, lymphatic drainage massages aren’t just for slimming; they’re also excellent for reducing swelling and improving circulation, making them ideal for post-surgical recovery or chronic pain management.
Core Tip: Market your offerings like the Swiss Army knife of treatments. Reach out to local surgeons or specialists to chat about your rehabilitative treatment options and provide them with treatment brochures to provide to their patients!
3. Look into Partnerships
Collaborations can be a game-changer for reaching new markets. Partnering with local businesses, brands or even influencers can introduce your services to a whole new audience. The key is to find partners whose values and customer base align with yours and find a way that you’ll both benefit from the collab.
Could you team up with a local gym to offer combined wellness packages? A Pilates studio might love to giveaway a voucher to your clinic as part of their 8-week challenges or a local health food stores or cafes might pop 10% discount vouchers at their counter for your services.
Core Tip: Position collaborations or partnerships as providing clients a holistic health solution and find businesses that will benefit from the partnership too. Long-term relationships are key – so you need to make it worthwhile for the two of you.
Ultimately, targeting new audiences doesn’t have to mean changing your services. With a little creativity and collaboration, you have the potential not only expand your reach but also increase awareness – while making some great relationships with other like-minded brands.
This article originally appeared in SPA+CLINIC #98
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