Lead Capture
Most of the time, business people think of marketing as advertising. While this is true, it’s only part of the picture. Marketing includes an array of activities of establishing and promoting your brand (getting the word out), plus capturing the responses to your promotions. Whether you are promoting your business using Public Relations, a print ad, an email broadcast or in-house signage, there has to be a systematic method for gathering lead data and ultimately following up on the leads. If not, you run the risk of throwing good money and time out the window without generating a good return on your investment.
One of the most common areas of lead capture that is overlooked is on your medical spa or spa‘s website. It’s not enough to have a phone number, address and email on the contact us page. Make sure you have a “Lead Capture Form” on your website. This is an electronic form that potential clients can fill out to request more information from your spa or medical spa. The form generally requires name, email and phone — then there are other fields that can be optional such as: Address, How did you hear about us, What services are you interested in? Here’s an example of Acara’s Lead Capture Form.
Once the form has been filled out, your system should automatically generate an email to the lead — ideally with a call to action. A certificate with an expiration for a $ off or an upgrade to a popular service is appropriate. The lead data should populate into a system that is checked daily if not more often. Personal follow up should happen the same day or if after-hours, the next day.
Your database is your greatest marketing asset , treat it like gold. Be sure to check back next week for a new tip on effective marketing for spas and medical spas.
