As you’re looking at new ways to promote and attract customers to your med spa, you might have heard of one of the hottest new trends in small business marketing: hyperlocal marketing. Hyperlocal med spa marketing is impactful and popular right now because it focuses on promoting and publicizing a business to a specific neighborhood with a local marketing strategy. With customers utilizing Google’s “near me” function on their mobile phones more and more every day, hyperlocal advertising has gotten more significant. Some studies even claim that Google’s “near me” function has increased usage by 500% in the past two years. Individuals are searching for salons, med spas, and beauty services that meet their specific needs. Here, we’ll discuss the top three basic tips for using hyperlocal marketing to expand your med spa business and get new patients in the door, and a bonus tip if you’re looking to take it to the upper level.
1. Conquer the Basics
To start on your hyperlocal med spa marketing journey, you’ll want to begin by utilizing the top tool for hyperlocal searches: Google My Business. This is an overarching platform created by Google where you can list your business, update all its info and read and receive reviews. For your hyperlocal marketing plan to succeed, you need to ensure that you have your Google My Business page filled out, submitted, verified, and optimized. Be sure to fill out each field pertinent to your med spa and that your page has at least 10 professional and engaging pictures.
When Google looks at your spa’s digital footprint, there are five major factors they consider when they try to decide how they should show you in local search:
- Recency (How often are you publishing new content on your website, directories, and social media?)
- Distance (Where is your med spa geographically in relation to a person performing a search?)
- Prominence (Do other people or organizations link to your website as a source for expertise?)
- Relevance (Is your digital content relevant, valuable, and useful?)
- Availability (Is your business open when someone is performing their search?).
Ensure that you address all five of these factors to maximize your online presence.
Also, check that your med spa is marked for every applicable category inside Google. There are over 3,000 Google My Business categories as of 2021 and Google allows you to select up to 10 categories for your business. Pick the ones that are most appropriate for your med spa business and then select 1 primary category, which is given the most importance in Google’s algorithm.
Each component added to your Google My Business page can include significant keywords and provide information to help potential patients find you. Your Google profile will decide how your spa shows up on the neighborhood 3 pack (these are the top 3 local business suggestions given for any search), so each piece of information that supports and explains what your business does is vital. Make sure you fill out, at the very least: business name, address, website address, phone number, and your business categories. The more data you can provide about your med spa, the higher your chances of ranking in Google hyperlocal searches.
2. Zero in on Your Town
Focus on the specific surrounding area for your med spa so that you can attract people to your site, like the city, county, neighborhood, or specific things of interest to your neighbors. This can include your city, neighborhood, or even main thoroughfare or plaza. For instance, in the event that you run a med spa in San Clemente, California, your site should zero in on people looking for beauty and wellness services in that specific locale. You might include content or photos of the Beach Trail, the San Clemente Pier, or T-Street Beach. You could also focus on a certain business district your med spa is in or mention the surrounding area’s search terms like, “southern California” or “Orange County.” Using this local marketing strategy will help the listings or tags you use become more likely to be shown to potential customers in that area. Focus your keywords and content on these nearby searches instead of general information across a large geographic area that would intrigue individuals that happen to be too far away to be your ideal customer.
You can also zero in on nearby focal points, like milestones, monuments, festivals, or holidays, that individuals may utilize when checking out your location. For instance, in Seattle, Washington, individuals may look for, “med spas close to the Space Needle.” Or in New Orleans, they might be looking for, “makeup application for Mardi Gras.” If any of your services align with wedding season, a particular venue, seasonal events, or festivals, make sure to add this information to your listing and your web pages. This can support your geolocation search and help your business sound more interesting to those checking out a specific region.
3. Track Your Progress Locally
Once you start to optimize your website for hyperlocal search within your website content pages and Google My Business platform, you can now track your development within the local area. See how the focus on hyperlocal med spa marketing has affected your rankings and search abilities. Then make sure you check the neighborhood or local area’s web index results pages serving your specific region. It will do you little good to search for “med spas close to me” on a global level. Instead, specify, “med spas near Tulsa, Oklahoma” or, “medical spas for Botox in Tampa.” Use specific treatment names and neighborhoods in your region to track your progress and see how you rank. If one of your therapists is well known in the area, also search their name and your med spa’s name.
Track your keyword rankings around your med spa’s location. The closer you can get to your precise business address, the more exact your data will be. This will help you define which sources produce the desired conversion results you’re looking for and how your landing page is working for your med spa’s specific location. Utilize this data to gain insight and understanding into the online local search experience of your intended target audience. You can then be able to use this data to direct your med spa marketing strategy as you push ahead.
Bonus Tip: Use Structured Data Markup
This one is a little more advanced, but it really helps you target potential clients within a hyperlocal med spa marketing plan. Utilize Google’s structured data markup, also known as schema markup, to deepen your website’s search abilities in Google. This is an organized tool within Google that creates a standardized format for providing information about a page and classifying the page content. If you’re new to structured data, you can learn more about Google’s how structured data works here. Incorporate any organized information to Google that helps identify your business within the content on your website pages. Utilizing structured data markup, you can precisely define various attributes of your business attributes, including business type, hours, address, GPS information such as latitude and longitude, telephone number, etc. — the sky’s the limit!
With your information appropriately optimized, it becomes simpler for your med spa to show up for important inquiries. Note that on both Google Maps and the neighborhood 3-pack, clients can channel their searches dependent on your business hours — so you’ll need to list your business hours within the markup to ensure your med spa shows up in these sifted results.
Hyperlocal med spa marketing has started to become more important in Google searches as people look for new services while they’re on the go. Use this moment in online marketing to attract local clients or those visiting your area for a special event. By using our top three tips in your local marketing strategy, you will build up your med spa’s credibility within Google and emphatically inside this space and position you well for progress pushing ahead.
Surefire Local’s main goal is to help you make your hyperlocal marketing plan simple and easy. By giving your med spa overarching insight and direction, we create a marketing plan that is accessible wherever you need it across various platforms and devices. We can provide you with an all-in-one marketing intelligence platform that will help you draw in clients and hit your bottom line.
Call our Surefire Local team for a demo and see how we can make hyperlocal online marketing simpler for you!