The foundational marketing moves made by the most successful body contouring business owners

Kay: 00:01

As small businesses, we need good marketing plans to acquire new prospects, turn them into customers and ultimately close more sales.  And when devising marketing plans, there’s a strong tendency for most businesses to skip some critical steps and fail to take the time to answer some very crucial questions.  Foundational steps.  Essential questions.  Instead, All too often small business owners jump straight to actions like setting up a website (or not) or  launching facebook ads, to build their businesses.  And then they get frustrated with the lack of success. If you’re not sure what we’re talking about when we say foundational marketing steps, well you are in the right place.  Because in today’s episode we’re going to discuss those very cornerstones of your body contouring marketing plan.  The steps that separate the most successful business owners from all the rest.  If you want to join the ranks of the most successful, stay tuned.

[intro music]

Shannon: 01:18

You’re listening to The Body Contouring Academy’s Proven Profits Podcast 

where you’ll learn simple actionable strategies from real world successful body contouring professionals to help you generate more revenue, realize the profits you want and create the life you desire. 

Hi I’m Shannon and I’m Kay and we’re your hosts of The Proven Profits Podcast

Kay: 01:55

Hello body contouring community and welcome to today’s episode.  Kay here.  Shannon and I appreciate you being here too. 

What you’re about to hear is guaranteed to not only maximize your income, it’s also going to spare you so much money and frustration.  And it doesn’t matter if you’re just starting out with a brand new body contouring business or you’ve been in business for years,  Because today, we share the details of the foundational marketing steps that the most successful business owners take…and that the other owners skip. 

The more years we were in business, when planning our marketing, the more value and time we assigned to what you are about to hear.

Listen in as we discuss these things

the customer sales journey, 

your brand, also referred to as your unique selling proposition or usp 

your target market and 

your website.   

Plus we give you some insight on our online Body Contouring Marketing course so you can get started growing your business now!  The course it covers the foundational marketing steps in great detail.  https://bodycontouringacademy.com/body-contouring-marketing/    

To achieve sales and business success your body contouring marketing must guide your future customers down a journey.

The Body Contouring Sales Journey 

Before they become your customers, your prospects must pass through each of these stages.  

They must

Know you exist

Like who you are and what you say

Believe that you understand her problem

Understand you have solutions for her problem

Trust you will solve her problem

Decide you and your solutions are the best choice to solve her problem

Then you have a customer, then you have a sale. 

Every stage of the journey is critical and should not be overlooked or skipped.  

Remember each stage.  We will be referring to these stages as we go along.  

Okay, let’s move on to Step One of the Body Contouring Marketing Plan which is to…

Stage 1:  Know you exist

So we are talking about Attracting leads to your business

You will only get business from customers who know you exist, right?

We’re talking about lead generation.  

Lead generation is a term used to describe the combination of actions you take to attract prospects to your business for the purpose of converting them into your clients.  

We won’t be diving into advertising and the body contouring marketing channels today because they come a little later…after these steps.  We’ll cover advertising and body contouring marketing channels in our next podcast episode.

This is where many (maybe most) businesses mess up.  The do go straight to advertising and marketing channels.

But listen up because this is important - Everyone - all businesses - Even established businesses…before you jump to selecting marketing channels, like placing an ad on Facebook, building a landing page or creating a google ad, if you want to achieve maximum success, if you want to join the ranks of the most successful and long lasting businesses, you need to sit down, analyze and answer these 3 questions:

Who are the leads you want to attract to your business?

How will you show your leads that your business is the best choice to solve their problem(s)?

How will your website 

(a) appeal to your target market; (b) present proof to them that you may be the best choice to solve their problem(s); and (c) capture your lead’s information so you can nurture them until they become your client?

Now let’s work through and show you how you answer each of these questions 

A little advice.  It’s natural to want to skip questions 1 and 2 in your body contouring marketing plan.  The Who is your Target Market and Who or You -or- what is your USP.  In fact, it's a sad fact that most businesses do not see the importance of it.  Keep in mind it’s the most successful businesses that do know this is critical to theri success and take the time to analyze and answer these questions. 

Question #1

Who are the leads you want to attract to your business?

You only want to attract your Target Market - It’s not everyone, does that surprise you?

You want to aim for and reach your target market and offer your solutions for their problems. 

Your target market is a narrow, clearly defined group of people.

We know this might seem counterintuitive right now.  Because after all, isn’t more leads better?

It may seem counterintuitive, but you don’t want to attract everyone.

The reasons your goal is to attract only your Target Market

Your business cannot be everything to everyone.  

You want to attract the right ones for your business…the ones you had in mind when you started offering body contouring services.

It allows you to focus your marketing budget and marketing efforts and energy to that specific market.

It’s a much more efficient and effective way to attract leads who will buy from you.

Define your Target Market in great detail

Your target market should be so well defined that you can close your eyes and imagine exactly what he/she looks like, how he/she thinks and acts, what he/she does in her off time, how he/she feels about current events, about life, etc.  

After you have defined your Target Market in detail, you should design your website, your ads, your promotional material, service descriptions and everything you do for your Target Market.

You speak directly to her.

See why this is so important?   So if you haven’t already defined your target market, the right way, start working on that now.

Stage 1 know you exist, and the question is who are the leads you want to attract to your business 

Remember Stage 2 of the body contouring sales journey?  Those leads that you’ve attracted to your businesses, you need those leads to  Like who you are and what you say

Not only that, but they want you to understand them and you are the best choice to solve their problems

The next question to answer is

How will you show your leads that your business is the best choice to solve their problem(s)?

Put simply, your prospects must like you and identify with you.

So you must show them who you are and what you stand for.

Which means you need to answer those questions - who you are and what you stand for.

This is one of the hardest things to do.  An easier way to do this is to look at 

Why are you different, better, unique?  You need to identify this because 

→You probably have competitors.  Which means prospects have options.  

→Most of your competitors solve the same or similar problems.

→And deliver the same or similar solutions for those problems.  

→And since that’s so, why would a prospect choose you instead of one of your competitors?  

Well you need to answer this and 

The answer lies in your Unique Selling Proposition (USP), 

also referred to as your ‘Brand.”

What is a Unique Selling Proposition (USP)?  

Your Unique Selling Proposition (USP) is the “Who are you and what do you stand for?”

It encompasses your ‘brand’  

It answers this question:  Why is your business different or better than all the other same or similar body contouring businesses in your market...specifically for your target market.  

You need to Separate your business from the competitors using Differentiators

Differentiators are the reasons why your business is different and better than the competitors for your target market…remember, you only want to attract your target market

Examples of differentiators may include

You were the first to offer a particular service

You are a body contouring expert with years of experience

You have shared their body contouring problems and solved them and now you want to help others do the same

You accept walk-ins or you offer same day appointments

You offer free refreshments, etc etc

Example

We know that this is a tough exercise, so here’s an example. 

Our MedSpa’s USP

Our tagline is “the body contouring experts.”  

We are the go-to authority for non-invasive body contouring in our market.  

We blog, write articles, hold educational events, have created a private label body contouring product line and written a book about body contouring.  

We also have a large gallery of before/after photos to evidence our expertise.

We combine the expert differentiator with being a hip, cool and relaxing hangout.  

We offer a ‘Rejuvenation Bar’ where we serve complimentary ‘Puretini’s.’  It’s a place for our customers to chill out and chat with each other and with our team.  

Your USP will uniquely you and your business.  But this gives an example.

If you have not yet fully defined your USP or your brand, now is the time to start defining it.  

We know You may be feeling overwhelmed at this point.  Don’t be.  It’s all very doable and we have an online course to help you.  We want you to know we do plan to let you know how you can get the details to our Body Contouring Marketing course a little later in the episode.

Before we move on to the next stages, Shannon has a message for us.

Shannon: 16:14

Ready to start your own body contouring business or add in demand body contouring services to your current business?

We’ve created online courses to make it easy without a huge investment, time consuming research or taking dangerous risks. 

Our online certification courses lay out complete roadmaps for implementing the most popular and affordable body contouring devices on the market. 

Each course is complete with an explanation of technologies, method of action, step by step treatment protocols, downloadable forms and more. 

After completing each course you’ll have the knowledge to deliver desired results and generate maximum revenue. 

Become a body contouring expert! Visit bodycontouringacademy.com click on Certification Courses from the menu and discover the courses that can transform your business today!

Kay: 17:17

Let’s get back at it.

We’ve discussed the body contouring sales journey stage 1 Know you exist and stage 2 Like who you are and what you say

The Who are you and what do you stand for and your business’s USP

So now let’s move on down the road of the body contouring sales journey to

Stage 3  Believe that you understand her problem and 

Stage 4  Understand you have solutions for her problem

This is the portion of your body contouring marketing plan where your website comes in.

↠The goal for your website is to appeal to the leads who have landed on your website and provide them with what they want to see and what they want to learn.  

↠And after appealing to these visitors, your website should have mechanisms in place to capture the lead’s contact information

before they leave your site 

so you can follow up, nurture and ultimately convert them into clients (Stages 5 and 6).  URL to BCA Blog (updated 4/11/23):  Useful tips to avoid mistakes in your body contouring website.

What are the basic elements your website should include so that your website visitors Believe that you understand her problem 

and 

 Understand you have solutions for her proble

You First have to win over the prospects, so your website must: 

Convey to the prospect who you are and what you stand for

Convey your understanding of her problem

Showcase your solutions

Provide proof that you can solve her problem

Be visually appealing and easily navigable

Be consumer-focused, not business-focused

And, secondly your website must have mechanisms in place to capture the contact’s information, and you do this via

Your website needs prominent Contact Forms

What is a Contact Form?

                        A contact form is a form displayed on your website that provides 

                        an easy way for your website visitors to contact you.

With clear instructions for your website visitor to provide at a minimum her name, email and phone number.

So you can follow up.

And your website needs at least one or more Lead Magnets with Calls to Action

What is a Lead Magnet?

A lead magnet is an offer for something the website visitor considers valuable in exchange for your website visitor’s contact information.

Your lead magnets should be relevant and compelling enough to convince your website visitor to give you her information.   

Lead Magnet examples:

This can be a $25 digital or downloadable coupon, a downloadable guide, a chance to win a prize, an ebook, etc.  

What is a Call to Action (CTA)?

A Call to Action is any prompt on a website that tells the website visitor to take a particular action.  

Call to Actions are needed to give instructions to the website visitor so she knows what to do next.  

Call to Action (CTA) examples:

This can be to Call before Friday for a Free Consultation’ or to ‘Book by Tuesday to 

receive 15% off” or sign up for our Newsletter, etc.  

Obviously, defining your target market, coming up with your true USP and creating a converting website can seem unsurmountable. 

That’s why we have this online course designed to help you do it!

Learn how to create a highly converting body contouring marketing plan 

in our online Marketing Body Contouring course, in which you’ll 

Learn how to set your business apart and outperform the competition.

Learn about the tips, tools, and props that demonstrate your expertise and lead to sales.

Learn what body contouring content you must include in your website, and discover optional/preferred elements to make your website achieve maximum performance.

Learn how to determine and define your competitive advantage and your unique niche so that prospects choose you and your body contouring business.  

PLUS!  You’ll learn how to outperform your competitors on your social media accounts!

AND!  You’ll learn how to avoid costly marketing and advertising mistakes!

Get the details for the online  Marketing Body Contouring course

We left the link in the show notes!

https://bodycontouringacademy.com/body-contouring-marketing/   

 

The steps and questions we’ve discussed today are so important…and so often entirely skipped or rushed through and given the attention they deserve. What we talked about today is the very foundation of your marketing plan.  You have to believe us when we say you won’t reach your potential and join the ranks of the most successful businesses without going through it.  

We’ll continue to focus on body contouring marketing in our next episode.  In that episode, we’ll be discussing advertising options and your choices of body contouring marketing channels. 

Until next time,Beautiful Wishes

[music]

Shannon: 24:10

If you enjoyed the show, please find us on itunes and leave us a review.  

Please email us at info@bodycontouringacademy.com with any feedback, topic suggestions or to offer to tell your body contouring success story.  We love to hear success stories and learn about winning strategies.

Visit bodycontouringacademy.com for tools, education, industry news, and cutting edge articles.

Thanks so much for listening. Have a great rest of your week and as always, and until next time, Beautiful wishes!