In this strategic episode of Medical Millionaire, host Cameron Hemphill demystifies landing pages and their crucial role in medical spa marketing success. Learn how properly designed landing pages can dramatically improve your advertising ROI and lead quality. Key insights include:

• Understanding what landing pages are and why they’re essential
• Creating effective landing pages that align with ad content
• Implementing proper calls-to-action and urgency elements
• Avoiding common marketing mistakes like using Facebook form fills
• Converting high-quality leads through targeted landing page strategies

Features a real-world success story of a practice that increased revenue by 30% in one quarter through effective landing page implementation. Perfect for medical spa owners looking to improve their digital marketing results and increase qualified leads. Learn why sending traffic to your homepage instead of targeted landing pages is costing you conversions and how to fix it.

Transcript: 

Hey, what’s up, everybody?

Cameron Hemphill, here your host for Medical Millionaire. Hey, first off, thank you so much for listening to our podcast. We have put a tremendous amount of energy and effort into collectively giving you valuable information.

We talk with a lot of medical providers and in the aesthetic space, medical spa owners, injectors, plastic surgeons. I mean, we speak with them daily, hourly, right, minutely, and so we’re constantly hearing struggles of scalability, struggles of digital marketing, struggles of how to have a successful impact in their day to day operation, right?

And we see ones that are absolutely killing it. They have robust processes, and they are just loving life and trying to figure out how to increase their top line revenues, their bottom line revenues.

What tools are the best? And so they they have it dialed in. And so we see like two, two different paths, right? We see ones that are coming up and growing, and we see ones that are an older practice that really has everything dialed in. And so it’s kind of interesting to really hear that information from different providers all over the country and what tools they’re using and what has worked and what has not worked, and how do you effectively hire people?

How do you effectively fire people? How do you effectively roll out solutions that are going to heavily impact the business and ultimately increase profits and make your business thrive? So really, the purpose of of this podcast is to just give value, right? So, so we want to see everybody win, and that’s why we’re in business. We want to see everybody have success. We want to see more smiles on people’s faces.

In this space, it can be very frustrating. It’s becoming extremely competitive. There’s a lot of moving parts. There’s anywhere from finding where you want to run your practice hiring the correct people. Who are you going to partner with, from an inventory perspective, that could be, you know, on on your injectables, that could be on lasers, right? So there’s a lot going on from a vendor perspective.

And then who do you talk to about marketing? Do you hire somebody local? Do you hire somebody that’s an expert in this specific vertical, because they understand the content, they know how to market to that vertical. So, you know, there’s a lot of decisions that you have to make as a business owner, and we just want to really help you succeed. And so I come from a very extensive entrepreneurial background, and have grown businesses that have done very, very well.

I have started businesses early on in my career that have failed, and failure is really just a mindset like I love the fact that I had businesses that have failed, because if you look at failure, is just another leap of what you did wrong, and really inherit that as a learning perspective and then implement new solutions. You know exactly what to do, where you can pivot and really help make your next venture impactful and ultimately profitable to the shareholders, and then also give value to your end users. And it’s all about customer experience, right?

And so and so that’s what’s going to be super important, and especially in the esthetic space. Like Customer Experience is everything, because they are coming to you for confidence boosters, like, if you can understand their world, you know, why are they picking up the phone to call you? Why are they going to your website to book? Why are they looking up your before and afters? Why are they looking up your reviews? You know, you constantly have to look at this from a consumer perspective, and I talk about that a lot, because I think we just get stuck in the day to day objective of, hey, I have an appointment, hey, I have an appointment, hey, I have an appointment. But why do you have an appointment?

Why is that person really there, you know? And so if you can really start thinking about that on a daily basis, it’s going to help really move the needle in terms of making correct decisions on where. To take your business, what solutions to implement, who to partner with, and ultimately, how to be as successful as you want to be.

So in this episode, I want to get into something that I have a lot of passion about, and it’s landing pages, and why landing pages are so important. And you may have heard about landing pages. You may be an expert in landing pages. You you may have no idea what they are, or you may have a few. So I just want to create some transparency in terms of like, what is a landing page, and maybe why should you have one? So a landing page is really just a dedicated URL, a link that is focused on a specific thing. And that thing can be a service, that thing can be a call to action for a booking. That thing could be a home page on a website.

That thing could be an About Us section. It could be a contact section. It’s really just a link that goes to a specific page, right? And so it’s important to first off, understand what a landing page is, because I actually hear it all the time. I don’t know what a landing page is. I keep hearing I need a landing page. I don’t know what that is, so that should help explain it. It’s nothing crazy. It’s really just a link that’s dedicated to a specific page. Now, what’s important about a landing page is you need to have the correct information on it right.

So if you’re if you’re talking about something on your social media, and you say, click link in bio, or maybe you have over 10,000 followers, and you have successfully unlocked swipe up capabilities when you post your Instagram story, you can embed a link in there, and that link can correlate with what you’re saying. So as we are constantly living in this daily life of, I would say controlled chaos, and I’ve said it in previous episodes, is you need to talk to your audience and give them an item of value that’s the quickest path to least resistance.

Okay? And so if you’re on your social media talking about something and you have and you’re like, hey, you know, click on my link in my bio. Don’t just send them to your website, like, send them to the landing page of what you’re talking about. Okay, same thing with ads. If you’re gonna run ads on Facebook and Instagram and you’re ultimately, you’re paying money for these ads.

Don’t just, you know, throw money at the wall and hope it sticks. Have a plan in place and make sure whatever ad you’re running, you have ad copy right, which is your ad that you create, that maybe has an offer in it. It has a very nice image. Well, if it’s a botox ad and you’re saying click on the link, or you’re saying swipe up, or it’s a sponsored ad inside of Facebook or Instagram that call to action button should go to the actual landing page.

So if you’re running an ad and it’s a botox ad, and you’re sending them to your home page, your conversion rates are going to drop, okay? The landing page needs to associate with the ad copy to increase your conversion rates, right? So that’s a great takeaway that you can get out of this episode immediately and implement something that’s gonna help your immediate effectiveness.

So again, correlate the ad with the landing page. Now, on the landing page, there are certain things that are required, okay, you’re gonna have to have a description of what. You are offering, okay? So you need to have an offer, right? And then you also need to somewhat tell a story, and you need to have a call to action. Okay, so what is a call to action? A call to action is either the ability to place a phone call, the ability to book an appointment, the ability to inquire, so you receive the lead, so you need to have all of that information, even text is becoming super important.

Okay, so you basically, you don’t want to run like Facebook ads that just has the embedded form fill on those Facebook ads, because you’re going to get a tremendous amount of junk leads. And so you’re spending money for junk leads, and now you’re wasting your time, so it’s almost like double the effort of waste. Have a plan in place, right? And so when you’re running these ads and they click on the link, make sure that they’re going to a landing page, and also on that landing page, if you could create some urgency, right?

Like countdown clocks are pretty cool that you can embed. Maybe, you know, they could fill out a form, and you’re limiting that offer to a certain amount of people, so there’s kind of a time frame on it, and then ultimately, booking that appointment, that’s what’s gonna really help with your overall conversion rates. Okay? And so you can build landing pages on any technology that’s able to host a page right. That could be a WordPress landing page.

You could use products like click funnels, you could use Squarespace, you could use Wix, like the list goes on and on and on. But what’s important is the ad copy that correlates with the landing page copy that is going to have the appropriate call to action on there to increase your conversion rates. And we’ve just, we’ve AB tested this just for fun, and we’ve shown that, hey, we can spin up an ad, a really nice ad, and we can just drive them to like a Facebook form fill.

And let’s just go ahead and see what happens. And we will run that for a week. And like, most of the leads are junk, and Facebook’s just getting richer and richer. So if you embed the link driving to a landing page, the the quality of lead goes through the roof and the quantity of leads go down, which is a good thing, because you really want to only focus on quality leads people that are interested. Okay, so the I’ve talked about the technology on how you can do it, and when we are talking with practices that say, Oh yeah, we run Facebook ads, we run Google ads, they’re super effective, and we would never turn them off.

In fact, we want to increase our ad spend. And so we kind of get into that dialog, and they are the ones that have figured out how to roll out effective ad copy and drive them to effective landing pages that are going to help with conversions. And so if you’re running a cool sculpting ad, you need to drive them to a cool sculpting landing page. And I have a client that we work with on the East Coast that spends a decent amount on CoolSculpting ads currently, and we are driving a tremendous amount of lead volume to that specific landing page that’s ultimately converting.

And the ad spend, you know, really doesn’t have much of a condition on the line, item on the profit and loss statement, when you look at like your books for marketing, because the sales that come in like Trump the entire marketing spend, right? And so when you really start to drill into that, you understand, okay, let’s increase our marketing spend, because this is obviously working, and the profits make sense, the margins make sense, all that stuff.

So the ones that I come to us that say, Oh, I’ve tried Facebook ads or oh, I’ve tried Google ads, they don’t work. Like they don’t work. I hear this all the time. We’ve tried them. They don’t work. I don’t think they work for medical spas, and I’m over here saying, Well, okay, let me look at your process. What does your ad copy look like? What does your landing page look like? And a lot of times I’ll hear them say, Well, I don’t know what ad copy is. I’ll say, okay, what are you doing on Facebook or Instagram? Well, we’ll just post a picture and we’ll boost it.

I’m like, Okay, well, this is, you know, something that we need to fix right away. And you need to get, need to get into the Facebook Ad Manager, create a robust audience, create an effective ad, drive them to a landing page. And I’ll say, What? What landing page are you driving them to? I’m not sure what a landing page is. So ultimately, if you’re, if you’re, you’re already set up for failure, right? And so talk to a industry expert that not only understands how to market but understands how to market this space, because they’re going to be the ones that are familiar with the content, familiar with the audience, familiar with the overall industry.

Right and familiar with the products, right? And so that’s going to, like, like, leaps and bounds above, like a local provider, if you will. Now, unfortunately, you know, if this is not implemented, there’s a huge failure rate when it comes to increasing revenues. Because, you know, we ultimately want to increase revenues. We want to see our business grow, right? Like, that’s why we’re in business.

We want to see profits, and we want to help our clients be more confident, and so, if not implemented, and, you know, you kind of take this, this content that we’re giving you, and keep doing what you’re doing. You know, unfortunately, you’re just kind of burning money and letting the Googles and the Facebooks just, you know, generate more profits for themselves, not profits for you. And there is a reason why this works, but there’s a strategy on how it works. Okay, so that’s something that, that I would strongly encourage you to do, is really just have a plan and execute on that plan, and I’ll just share like a quick little success story with you guys. We have another client.

I don’t like to really drop names on the podcast, just for privacy concerns, but we have another very well known client in the industry, probably one of the top injectors in the country, but we are running very effective Google ads, and those, those Google Ads correlate with the services. And so, like the last week of every month, we will understand exactly what their specials are, what their services are, and then we’ll actually grab the specific service pages that correlate with the ad copy, and we’ll spin up the ads, and we’ll push them all to those service pages that correlate from the ad copy to the landing page.

And if you look at the data and the metrics, you know they’re getting a tremendous amount of inquiries and a tremendous amount of instant bookings. And then also, if we put them in the correct funnel path, like push them into a CRM or EMR that has effective campaigns, and then ultimately into, like a drip system. Whether you’re using Active Campaign, you’re using MailChimp, you’re using Constant Contact, like confusion, soft Click Funnels, whatever the tech is, as long as you have a process in place and it has the ability to execute, if you don’t book an appointment now, but you’re constantly staying in touch with them, they’re gonna eventually book with you, or, you know, they may be talking with one of their colleagues or friends or family members at a party, and the topic may come up, and one of their inner circles may book with you, right?

So it’s really kind of the the entire like circle of marketing, if you will, in in process. So that’s a that’s a quick little success story we’ve seen. They were not running ads before, and we saw revenues increase 30% in one quarter, which, which was, which was huge for them. So if you have any questions, feel free to reach out.

Feel free to talk with Growth99 or feel free to just go to the internet and start, you know, learning on your own, doing some research like YouTube’s a fantastic resource for all this stuff, but thank you so much for listening to medical millionaire today.

Again, my name is Cameron Hemphill. If you found this content valuable, please share it. Keep the conversation going. Head into iTunes, leave us a five star rating and review. Additionally, you can visit www.growth99.com to learn how we can assist you with your marketing needs, your coaching and any technology needs that you guys are looking to help ramp your business.

Until next time, happy injecting, you.