With the global medical spa market projected to reach $33.9 billion by 2024 and competition rapidly increasing, having a strategic medical spa marketing plan is essential for long-term success.
In this guide, we’ll explore proven med spa marketing strategies that help drive consistent leads, increase brand awareness, and grow your client base.
If you’re looking into possibly working with a med spa marketing agency to drive more leads, click here.
1: Build Individual Service Pages
Tip number one: while it’s fine to have an “Our Services” page, it’s very important that you build out individual pages on your website for each one of the services that you offer.
Each one of those should be optimized around a Service Plus City keyword.
So, if you’re in a place like Cherry Hill, New Jersey, you optimize the content on your Botox—your standalone Botox page—around “Botox Cherry Hill New Jersey.”
There’s a video on how to do this in the playlist that I talked about earlier.
2: Location Page Strategy
Tip number two: build additional service pages targeting the cities that border the town where you are located.
Great, so you’re ranking for “Botox Cherry Hill New Jersey.”
Haddonfield, New Jersey, is a couple of miles from your Medical Spa.
There’s nothing keeping you from building a Botox Haddonfield page on your website, or Botox Mount Laurel, or Botox Marlton.
This is referred to as a location page strategy.
The key is that each one of these pages needs to be completely unique.
You should aim for a minimum of 50% unique content for each location’s service page.
Each one needs to be really well written.
Otherwise, they’ll end up in “Google limbo”: discovered not indexed, or crawled not indexed.
Meaning, basically, you wasted your time because Google is not showing the pages that you built anywhere in their search results.
So, make them unique.
3: Beef Up Your Google Business Profile
Tip number three: beef up that Google Business Profile.
To start, make sure that you add lots of before and afters and other types of pictures to your profile.
First, this will give people an idea of what kind of results they might be able to expect from your services.
Second, it’s an opportunity for them to see what your staff is like and what the experience is like at your location.
Think of your photos as a way to nurture that visitor when they’re thinking about whether they want to call or not.
That means lots of pictures of the interior.
It means showing pictures like before and afters.
If you really want to level up, you can actually even upload videos to your Google Business Profile.
Just make sure they’re interesting and not just a sales pitch.
Beyond photos, optimizing this profile helps you rank in the “Local 3-Pack.”
This is the block of three maps results that appears at the top of Google searches.
Make sure your hours, contact info, and business description are accurate to build trust with local searchers.
4: Build Your Email List (And Use These 3 Sequences)
Tip number four: get serious about building up your email list and develop a strategy for sharing specials and new offerings.
Your email list is the only marketing channel that you actually have 100% control over.
Google can penalize your website in the organic search results.
Your Google Business Profile can get suspended.
Google Ads can shut down your ads account.
Same thing with Facebook, Instagram, and TikTok.
Basically, you are a digital sharecropper anywhere other than with your email list.
You need to make an effort to get the email address of every single customer that ever comes to your establishment and use that email list to get them back in there.
Don’t just send random newsletters; here are three specific sequences you should implement:
- The Cross-Sell Sequence This introduces clients to complementary treatments. For example, a patient who received Botox may be interested in microneedling a few months later. Use these emails to educate clients about the benefits of additional services.
- The “We Haven’t Seen You in a While” Sequence This helps win back lapsed clients who haven’t visited in 6-12 months. Send these at 6, 9, and 12-month intervals with a special offer to encourage them to return.
- The Evergreen Offers Sequence Use this for “bring a friend” specials or referral incentives. It drives engagement and word-of-mouth marketing.
5: Get Listed on the Right Directories
Number five: get serious about your reviews and online reputation management.
When people Google your Medical Spa by name with the word “reviews” on the end, they’re obviously going to see your Google Business Profile, and you need some number of reviews to be competitive.
But don’t stop there.
As you can clearly see, people are leaving reviews on Yelp, in this case Birdeye—which is a software for handling reputation management and reviews—as well as places like Groupon and so forth.
Basically, you want to make sure that you are collecting reviews on any platform where your potential customers may actually see them.
Google the name of your Medical Spa plus “reviews.”
If Yelp is there in addition to your Google Business Profile, you should be collecting reviews there.
Is RealSelf popping up?
You need reviews there.
Getting listed on these local directories also provides you with “citations” and backlinks, which are great for your overall SEO strategy.
Now, through schema markup, sometimes you can actually get profiles that aren’t ranking to show up for these sorts of searches.
So, it’s not out of the question to get like a Facebook profile or a Better Business Bureau profile, for example, ranking.
You often just need to add some schema markup—some “SameAs” schema markup—to your website just to let Google know that, “Yeah, these are my social media profiles.”
They can’t always figure it out.
6 & 7: Facebook, Instagram, and TikTok
Tips number six and seven are about your social media.
Tip number six is: treat these platforms as the engagement platform that you have for social media.
Your goal really shouldn’t be to try to go viral on either Facebook or Instagram.
You should focus on nurturing the relationships with your existing clientele.
Again, with the goal being to get them back into your establishment.
Entertain them.
Educate them.
Show your personality.
Let them know who you are.
It’s okay to have a little fun there.
Tip number seven: Understand the difference between Instagram and TikTok.
Use Instagram specifically to get people that are considering going to your Medical Spa to pull the trigger after checking your reviews.
Your Instagram profile is often going to be one of the first places that a new client may come to learn more about what it’s like at your establishment.
TikTok, on the other hand, is your best tool for organic discovery.
By leveraging trending sounds and educational content, you can get in front of thousands of potential clients who have never heard of you.
Instagram is for retention; TikTok is for discovery.
8: Funnel Organic Traffic to Social
Tip number eight: start funneling your organic traffic from your website over to your social media profiles.
Like I said, people often want to see what it’s like at your place on your Instagram, your TikTok, or your Facebook account.
So, make it easy for them.
Instead of just putting a little Facebook or Instagram icon in the footer of your website, add a sticky link to your Linktree right on the mobile layout of your website.
Everywhere that they go, they’ll see that little icon following them.
And then they can learn more about your Medical Spa from whatever social media platform they prefer.
You can also do this with your blog and video content.
Turn Videos into SEO-Optimized Blog Content
Blogging is a powerful med spa marketing strategy that helps attract potential clients by answering their most pressing questions. However, producing high-quality, SEO-optimized content doesn’t have to start with writing—our med spa SEO team takes a different approach.
Rather than starting with a blank page, we shoot video content first, then turn those video transcripts into engaging, search-optimized blog articles. This method allows us to:
- Maximize content efficiency – One video becomes both a blog post and social media content.
- Improve SEO performance – Transcripts ensure natural keyword usage while keeping the content conversational and engaging.
- Repurpose the content– A single video can fuel multiple marketing channels.
How We Turn Videos into Blog Content:
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Shoot Video Content on Med Spa Topics
- Answer common patient questions.
- Explain treatments, pricing, and benefits.
- Share client success stories.
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Transcribe & Structure the Content for SEO
- Edit the transcript for readability.
- Optimize with treatment + city keywords.
- Add headings, bullet points, and internal links.
-
Enhance with Visuals & Publish
- Include before-and-after photos.
- Embed the original video for increased engagement.
- Share across social media and email newsletters.
This video-first blogging strategy allows your med spa website to rank higher in search results, while also giving you highly shareable content for social media. By combining video production with blogging, you create a multi-channel content strategy that strengthens your online visibility and lead generation efforts.
Tip Number Nine: Online Scheduling
Tip number nine: please get set up with some sort of online scheduling.
If visitors to your Medical Spa’s website have to physically pick up the phone and call, you are leaving money on the table.
Online scheduling makes it incredibly easy for busy people to pick a time, get scheduled, and get a reminder about their appointment.
All requiring none of your staff’s time or effort.
This is a win-win.
Please get online booking.
Tip Number Ten: Conditions Pages
Tip number ten: add conditions pages to your website.
I told you earlier to have your like “Microneedling Tampa Florida” page and your “Microneedling Clearwater Florida” page.
Trying to capture traffic for people looking for microneedling in both cities, both of which are right next to one another.
If you’re a Medical Spa, for example, that treats acne with lasers, there’s nothing preventing you from adding those “Acne Treatment Tampa” pages to your website.
Just don’t forget to add them for the other surrounding towns as well.
Bonus Tip: Get Your Technical SEO Right
I mentioned content earlier, but you also need to make sure your website is technically sound.
A technically robust website allows search engines to crawl and index your pages efficiently.
Make sure your site is optimized for mobile—Google uses mobile-first indexing, meaning they look at your mobile site first to decide where you rank.
Check your loading speeds.
If your site is slow, prospective patients will leave and look elsewhere.
Finally, ensure you have an SSL certificate (HTTPS) and that you are fixing any crawl errors in Google Search Console so Google can actually find your pages.
Bonus Tip: Consider Google Ads for Immediate Traffic
While I warned you earlier that you don’t “own” Google Ads, they are effective for immediate visibility.
Truth be told, paid search ads are the first thing you see when you perform a search for a medical spa service:
When potential clients search for “laser hair removal near me”, “best med spa in [city]”, or specific aesthetic treatments, paid search ads appear at the top of Google’s results—above organic listings.
This prime positioning boosts visibility, increases website traffic, and improves lead generation for your medical spa services.
If your competitors are already running Google Ads campaigns, they’re capturing leads that could have been yours.
By investing in paid search advertising, you ensure your med spa remains competitive, appears first for high-intent search queries, and converts more potential clients into booked appointments.
