You’re here because you want a roadmap to build a digital marketing strategy that will grow your business.
Throughout this guide, you will learn how to identify your buyer personas, craft your message, and use online channels like your website and social media to share your brand story.
The ultimate goal of this guide is to provide the knowledge and resources you need to build a proactive digital marketing plan that will decrease the amount of time you spend marketing and increase the return you see from your efforts.
We have designed a one-page document that will be home to all the information you need to cast a vision for your marketing campaign. Before getting started with this guide please download the Digital Marketing Plan Template.
Template - Digital Marketing Plan Template
As you complete this guide, you'll have the opportunity to plan how your business will use each resource to reach your goal(s). (Email, Social Media, etc..) Do not skip any steps unless you have already completed a certain section.
One last step before getting started. To get a better understanding of where your business is and where it could improve. Take our Digital Marketing Assessment. This test will help you see areas of opportunity you may not be aware of.
Assessment - Digital Marketing Assessment
Finished your test? Write your current score at the top right-hand corner of the Marketing Plan Template. At the end of this guide, you will retake the exam and compare your two scores.
Want to see how a Medical Spa increased their patient sign-ups thanks to the tactics in this resource?
Divine Med Spa was relying on traditional marketing methods to reach new patients. They were uncertain how effective their efforts were, and what it was costing to bring in new patients.
They had no systems in place to track and measure their marketing efforts, manage their appointments, or re-engage their existing clients to encourage follow-up appointments.
"I was answering 150 calls or more per week and messaging back and forth on Facebook with 20-25 people. I couldn't keep up with other tasks and stayed stressed out, said Carol, Owner of Divine Med Spa. "I was nervous about change; I'm old school. I'd always tried to deal with everyone personally. I was worried it would be hard for me to learn how to work a new system."
As a single location Medical Spa, Divine Med Spa did not have the budget, time, or staff to proactively create and manage a new website and digital marketing campaign. Then they found Brighter Click.
Divine Med Spa partnered with Brighter Click to design a new website and launch a digital marketing campaign.
Working with Brighter Click, Divine Med Spa was able to increase its brand awareness, automate their marketing efforts, and build their client base while maintaining focus on their core business and service goals.
“Now the website does the work for me. They can book their appointments through it and even fill out their forms before they come which helps save time for them during their visit. I have new clients weekly thanks to the marketing and have seen my social media pages grow more than ever,” said Carol.
With Brighter Click, Divine Med Spa can more effectively reach their ideal patients with digital marketing efforts that stay within their budget.
"It's been so easy to use and I can't believe all the extra time I have now. It's been the best decision I've ever made." Carol said.
Results + Benefits
"I didn't have the time to send out an email every week. Using this automated email campaign has increased the number of times patients come for a follow-up appointment," said Carol.
“Brighter Click made marketing a breeze. Our Weight Loss Program is booming. I checked how many we saw last January and it was around 90. We've seen that many after tonight in 10 days; that's just 4 clinics," Carol said.
Time & Energy Savings
Effective marketing can be time-consuming. "Before I started working with Brighter Click I was answering 150 calls or more per week and messaging back and forth on Facebook with 20-25 people. I couldn't keep up with other tasks and stayed stressed out," said Carol.
"Before Brighter Click, I wasn't able to track how much it costs for each new patient to come in. Now I get a weekly report from them showing how my advertising budget is being spent,” said Carol.
"When performance is measured, performance improves. When performance is measured and reported back, the rate of improvement accelerates." - Pearson’s Law
The planning stage is one of the most important parts of any marketing campaign. This is when you cast your vision, set your goals, and determine how to measure the success of your campaign.
Creating goals will set guidelines for your team to follow, and help to measure how effective your marketing campaign is. Proactive goals will keep your marketing budget lean and prevent wasted time on “good ideas.” Read the blog below and use the Goal Setting Worksheet to create a vision for your marketing campaign.
Blog - Setting Marketing Goals
Template - Goal Setting Worksheet
Download and complete the Goal Setting Worksheet before moving on. Once you have defined your main goal, add it to the Digital Marketing Plan Template.
The Buyer Persona is a visual representation that helps you understand who you are sharing your message with. By understanding their life, interests, and daily routines you can craft your marketing message to line up with their interest using platforms they frequent. You could spend big bucks hiring the best agency to create a series of ads, but without defining your buyer persona, you are playing the game of luck hoping that your message will stick.
Blog - Creating a Buyer Persona
Template - Buyer Persona Builder Template
Download and complete the Buyer Persona Template. Once you have defined your Buyer Persona, add the information to your Digital Marketing Plan Template.
Questions to complete your Buyer Persona
Number of kids and their ages
Job Status - Employed, stay-at-home, business owner, unemployed? If they have a job, what type of job?
Are they the primary decision maker? If no, who do they consult with?
Is price a major objection for them?
What social media platforms to they use?
What pages/accounts on those platforms do they follow?
Do they follow any influencers?
How conservative are they with spending?
What consumes their monthly budget?
Do they have a monthly budget?
What does an average day look like for this person?
Do they go to work?
Do they enjoy exercising?
Where do they eat?
Who do they spend time with?
What things are they currently working towards?
What challenges are they facing that keep them up at night?
What problems caused them to set these goals?
What are the main obstacles they face?
Do they want to see people's results first?
Have they tried a similar product/service in the past with negative results?
Do they think they can achieve the result on their own?
Stage of Buyers Journey
What Stage of the buyer’s journey are they in?
You’ve set your marketing goals and defined your Buyer Persona. The next step is understanding how to craft your message so it will stick with your audience. Digital marketing has moved away from the traditional approach of blanket brand awareness marketing. We now understand that your buyer goes through a process, called the Buyer’s Journey, before committing to purchasing your products or services. It is up to you to understand the journey your buyer persona will take so you can effectively craft your message to meet them at every stage of the journey.
Buyers go through three stages before spending money with your brand. These three stages are the Awareness Stage, Consideration Stage, and the Conversion Stage.
Awareness Stage - The buyer notices a problem they have and begins to research the problem.
Consideration Stage - The buyer understands the problem and begins searching for solutions.
Conversion Stage - The buyer decides to commit to one solution.
Blog - Understanding the Buyer’s Journey
Template - Crafting Your Message Template
Download and complete the Crafting Your Message Template before moving on. Once you have defined your message at each stage, add it to the Digital Marketing Plan Template.
Your website is considered the home base of your digital marketing system. Unlike Social Media, you own your website and have control over how visitors engage with it. If you want to capitalize on your Social Media and Email Marketing efforts, you must first create a plan to keep your website up to date with your offers and make it easy to use for your visitors. Imagine a Medical Spa spending thousands of dollars for a Social Media ad campaign, just to drive people’s attention to a website that doesn’t have up-to-date information or allow for booking appointments online.
Optimizing Your Website
Often times, the wellness journey begins on the internet when a person is educating themselves. Your website should aim to connect with visitors at every stage of the Buyer's Journey while being easy to navigate and even easier to convert. If a visitor has to search for a way to contact you or sign up for an appointment they are likely to back out and visit a competitors website.
Want someone from our team to audit your website for free? Click to schedule a free audit call.
What is Search Engine Optimization?
SEO is a process of increasing the traffic to your website by optimizing your website’s content to improve search engine ranking. Better content, better results.
How does SEO work?
Google and other popular search engines work off algorithms that crawl your website and rate the effectiveness of your content. They use these rankings to match user’s search results with your website if it relates to their search and provides the most valuable content
Assessment - Free SEO Performance Report
Blog - SEO guide
Blog - Website Optimization
Template - Website Action Plan
How will our website help to reach the goal?
Who is in charge of managing the website?
How often will we update the website?
Download and complete the Website Action Plan Template before moving on. Once you have defined your website action plan and answered the Action Questions, add the answers to the Digital Marketing Plan Template.
Common Performance Indicators for Websites
Planning your content will save you time and reduce the stress of creating content daily. We've created an easy to use content calendar to help you plan and organize your digital marketing campaign. Click the link below to download our calendar before moving onto the next sections. You will learn about Content Pillars in the Social Media Section.
Download our Digital Marketing Content Calendar
No matter what your business provides, email marketing allows you to communicate strategically with your clients to give them regular updates. Additionally, email marketing is one way to stay in communication with potential clients and nurture them into a raving fan.
Simply put, email marketing gives you the chance to connect with your visitors online even after they leave your website.
For every $1 you spend on emails marketing, you can expect an average return of $42
81% of Small Businesses still rely on email as their primary customer acquisition channel, and 80% for retention.
Blog - Top 5 Email Marketing Tools of 2020
Blog - Email Marketing Campaign for Small Businesses [Map Included]
Blog - Top Emails to Send
How will the email efforts help reach our goal?
Who is in charge of creating the emails?
How often will emails be sent out?
How will we use automated email campaigns?
Automation brings new possibilities to your business. Creating automated email campaigns will reduce the responsibilities of your receptionist or office manager and improve your client's experience.
Conversion Campaigns - Studies show it can take 7-10 points of contact before a potential client converts. Automated email campaigns are a streamlined approach to engaging potential clients.
Appointment Reminders - Reducing no-shows is an opportunity for many service based businesses. Implementing appointment reminder email and SMS messages will greatly reduce your client no-shows.
Empty Abandonment Reminders - These automated emails go out to site visitors who put items in their online cart but do not follow through with check-out. These campaigns will optimize the ad spend you have to drive traffic to your e-commerce website.
Testimonials - We have found the best practice for receiving raving testimonials from clients is using an automated follow-up email sequence sent out after they leave your location. Using this email sequence optimizes the chances they leave a review. By delaying an email by 2-3 hours, you raise your chances of the clients being at home where they have more focus to click through the email and leave a 5-star review.
Delivery Rate - This metric gives you a better understand of the quality of your email list and is measured by the percentage of your email list that receives the email into their inbox. A higher
Delivery Rate shows your list is filled with active email addresses.
Open Rate - This metric is measured by the percent of your email list that opens the email. The quality of your subject line plays a large part in having a higher open rate. One trick to maximize your open rate is creating a subject line that asks a question the viewer can only answer if they open the email.
Click Rate - This metric shows how many viewers click your call-to-action button. Your call to action button often leads to sales. If your click through is low, look at the content in the email and determine if it is relevant to the audience you are communicating with.
Complete the Email Action Steps & Questions before moving on. Once you have defined your Email Action Questions, add the answers to the Digital Marketing Plan Template.
You keep reading how important it is for your business to have a Facebook and Instagram page, but when it comes time to post something, you aren’t sure exactly what should go up. Do I talk about my services? Do I copy and paste content from my wholesalers' website and put up a stock photo?
Social Media Marketing has become a priority for businesses. Using these platforms to connect personally with your clients and establish a rapport can create long-term brand loyalty. In this guide, we give you the 3 pillars of content you should be sharing with your audience. Use the material from this guide to plan out your content strategy.
Social Media Content Pillars
Your goal in this category is to create a sense of connection with your audience. Show them the authentic side of your business.
Behind The Scenes
Capture authentic and endearing footage of yourself or your team. People buy from people, and allowing them to step into your world will allow them to connect with you and your business.
Spend some time searching popular meme pages to see what is currently trending. If you will have trouble re-creating your memes, then simply share ones you found on the meme account and give them due credit.
Put together a list of your brands' core values and things within the wellness industry that get you and your team excited. Write out a few statements on each topic. You can use this to create photos or videos.
Grab short thoughts or quotes from the writing you did for the philosophy section. Make a quote card template and use that design to create this content.
Brand authority is what gives potential clients the confidence to book an appointment with you. Connect with your audience and share your expertise.
Research trends within the wellness industry and update your audience by creating content sharing the trends. Quick 30-60 second videos of you telling them this update perform very well. End each post with a question to drive engagement.
Tips & Strategies
Look at the services you offer and pull some tips that would be useful to your clients, while also attracting them to the services you provide.
Testimonials, Certifications, Awards
Word-of-mouth marketing beats all. Have your patients sign a content waiver and request a testimonial from them. Written testimonials are good, but videos perform the best in this category. Post the content with the testimonial followed by a 2-3 line summary about the service they used.
You have a business to run and sales to make. Add in some awareness oriented posts through your social media campaign.
Frame these posts to discuss the results clients are receiving or the pain points you are solving with your services. Seeing that other people are engaging with your business looks a lot more appealing than a boring product post. These should be short 2-3 line posts.
These posts take more thought and time to create but can have a lasting impact. Map out your potential client's pain points and the results they are looking for. Using 2-3 paragraphs write out a story of the journey they could take to achieve those results.
Create a content calendar in Google Sheets using these three content pillars to proactively plan your social media content. We suggest placing priority on Affinity and Authority posts to create communication and adding in an Awareness post once a week.
Facebook has become the home base for many internet users. It's a way to connect with your friends, stay updated on breaking news, and share your thoughts and opinions. It's no secret that businesses are working to build their brand name on this social platform, but many businesses have trouble finding a way to optimize their Facebook presence.
This is where all the tools come together. Establishing your Buyer Persona gave you a better understanding of who your audience is and what they need/want. The Crafting Your Message Template brought understanding to your audiences' journey and how to communicate with them at each stage. The Social Media Content Pillars provide you with a base of content categories to work from. Keeping the Social Media Content Pillars in mind, review your Buyer Persona and the Crafting Your Message worksheet. Make a list of content you can create for each stage of the Buyer's Journey.
Using your Content Creation Calendar map out when you will post the content. Creating all of your content ahead of time and planning when it will go out saves you from wasting time daily figuring out what to post and when to post it.
Scheduling Your Posts
Facebook provides a free resource called Creator Studio which allows you to schedule your upcoming posts.
On the left hand column click the blue button "Create Post"
After adding you post text and imagery click the drop down arrow at the bottom right corner of your screen and click schedule
A pop up will appear. Choose the date and time you would like your post to go live and click Schedule.
Repeat this process for each post on your content calendar.
Blog - Facebook Business Page Checklist
Blog - Facebook Best Practices
Does my FB page have all the business information filled out?
How will FB help reach my goal?
How often will we post?
Who is in charge of planning the content calendar?
Who is in charge of managing the page?
Complete the Facebook Action Steps & Questions before moving on. Once you have defined your Facebook Action Questions , add the answers to the Digital Marketing Plan Template.
What are hashtags? What is IGTV? How should I use Highlights to help my business? If you’re reading this then you are probably looking for some guidance on how to best use Instagram for your business. We will give you content planning tools, content categories, suggestions on the types of content to create, and the best way to use hashtags for your business. Let’s get to it!
How to get more followers on Instagram
Create a Content Strategy
Plan Your Timeline Posts
Use Instagram Highlights
Use IGTV Hashtags
Post quality and post engagement matter much more than the amount you post per week. We would suggest to stay between 3-4 posts per week and spend time developing your brand image.
Color consistency is something you’ve probably heard about, but what does it look like? Color consistency is created by choosing a specific editing style for your photos and being intentional with using similar background colors.
Your content should speak to viewers at all stages of the buyer’s journey. By only talking about the products and services you provide, you are losing a large audience of potential buyers. Create content that educates viewers on the problems they have, inform them of the products/services that solve those problems, and share your client’s success stories. Learn how using the three content pillars can help you create engaging social media content.
Plan Your Posts
Part of creating a proactive marketing campaign is planning out the content months in advance. We advise that you take the time to plan, create, and schedule your posts for 3 months at a time. Using a social media planning calendar will help you see which content pillars you’ve used, and which could use some additional attention.
Use Facebook’s Creator Studio to schedule all of your Facebook and Instagram posts.
You can find this page by clicking Creator Studio in the top navigation of your business page or visiting https://business.facebook.com/creatorstudio.
What is Instagram Stories?
Instagram Stories are an opportunity to keep people up to date with your brand by showing content that you may not want to be on your timeline. Each photo or video you post to the story will last for 24-hours, and each video segment can have a time duration of 15 seconds.
How to use Instagram Stories
Behind the scenes videos are an opportunity to build a connection with your audience by showing the work that goes into building your brand.
Is your brand launching a new product or service? Post an Instagram story sharing the announcements and how it directly benefits your clients.
Limited Time Offers
Make a routine for posting your monthly promotions onto IG Stories. We would suggest once a week being a maximum for this.
What are Instagram Highlights?
Highlights allow you to save stories you post and group them based on collections you create. Instagram allows you to share your contact information on the page, but there isn’t a section business specifics like reviews and product offers. That is where Highlights come in.
How to use Instagram Highlights
“93% of consumers say online reviews impact their purchasing decisions.” (Podium) Create a highlight group titled Reviews or Testimonies. Using Canva.com create an IG Story template that combines the client’s photo and the text from their testimonial. Select some of your best testimonials from Google and Facebook to create this collection. If you need help getting effective testimonials, read our blog on getting testimonials that drive sales.
A Highlight showing off your products and services is a great opportunity to create awareness. Keep in mind that not everyone is familiar with what you offer. It could be beneficial to use this group as an educational platform to show what problems your products and services solve. PromotionsCreate a Highlight for your monthly promotion and make sure people understand it is a time-sensitive offer.
Demos are an opportunity for potential clients to build a familiarity with you, your brand, and the products/services you provide. Create a video showing how to use the product you sell or a demo of your service being provided to a client.
A group for introducing your staff can create a familiarity that is especially beneficial for businesses providing services like Medical Spas. Potential clients like to have an idea who will be working with them prior to committing to an appointment.
What is your mission and why does your brand exist? What is the drive behind your efforts? Create a highlight group sharing your cause and why you do the things you do. You could be a single mom who supports her family by being an Esthetician or a skincare brand that gives back to teens. Everyone’s story is different and great in their own way. Make sure to share yours.
What is IGTV?
Instagram TV is the newest feature to date on the platform and accounts are moving towards the new space with hopes of establishing authority. Traditionally Instagram allows videos of 60 seconds in length. With IGTV, you can now post videos up to an hour-long.
How to use IGTV
Instagram TV is another chance to reach potential clients where they are. Create informational videos that speak to viewers at different stages of the buyer’s journey.
Awareness Stage - Educational video content covering problems your potential clients are facing. For example, a video covering “How to tell if my skin is dehydrated.”
Consideration Stage - Informational video content showing viewers the services that solve their issues. For Example: “How to fix dehydrated skin.”
Conversion Stage - Brand awareness videos showing the products and services you provide. Testimonial videos of your clients sharing the results they gained from using your products/services.
Industry updates are an opportunity to show your industry authority while educating your viewers. Create video content sharing the rising trends in the industry and any opinions you have. For Example: “Hydration Therapy. What is it and how can it benefit you?”
What is a hashtag?
Hashtags are keywords social media platforms use to categorize the content. Anyone using Instagram can search through hashtags to find content that interests them. Instagram allows each post to use 30 hashtags.
How to use hashtags
A best practice with hashtags is to divide the 30 allowed between industry-relevant terms, photo relevant terms, and location relevant terms.
Scheduling Your Posts
Facebook provides a free resource called Creator Studio which allows you to schedule your upcoming posts.
At the top of the screen switch from Facebook to Instagram.
On the left-hand column click the blue button "Create Post"
After adding your creative content click the drop down arrow at the bottom right of your screen.
Select the time and date you want your post to go live and click "Schedule."
Blog - How to Use Instagram for Business
Blog - How to Grow Your Instagram Business Page
Blog - Instagram Growth Tips
Does my IG page have all the business information filled out?
How will IG help me reach my goal?
Have we utilized all the Instagram features? (IGTV, Stories, Highlights)
How often will I post?
Who is in charge of planning the content calendar?
Who is in charge of managing the page?
Complete the Instagram Action Steps & Questions before moving on. Once you have defined your Instagram Action Questions, add the answers to the Digital Marketing Plan Template.
Before the age of the internet people relied on suggestions from local friends and family to influence the products they purchased, places they ate, and services they used. Word-of mouth marketing still exists today, but instead of just taking your friends word you now listen to Ben, who was disappointed with a gift he bought for his Mother-in-law. We hope the best for you Ben.
Think about your own shopping habits online. If a book on Amazon doesn't have good reviews are you willing to invest $20 to buy it? Testimonials for your business work the same way. By strategically asking for testimonials you create a marketing tool that is trusted by potential clients, relatable to their needs, and has little to no cost to create.
As you learned in Section 2, potential clients will have questions and objections throughout the Buyer's Journey. Testimonials are an effective way to speak to potential clients in the Consideration and Conversion stages. Using the template below, you can ask your current patients to answer a series of questions that will shape their testimonial to break down any objections potential clients may have.
“93% of consumers say online reviews impact their purchasing decisions.” (Podium) This can benefit your Medical Spa just as much.
“68 percent of consumers will form an opinion about your local business after reading just 1-6 online reviews.” (Revlocal)
The template below provides the questions for them to answer along with text to explain. As well as an explanation for you to better understand the reason behind the question.
WHERE WERE YOU AT BEFORE VISITING OUR MEDICAL SPA?
Please briefly share with us where you were before visiting our Medical Spa. Have there been any other at-home things you tried? How long had you worked to find the result you wanted?
This first part is a great opportunity for your clients to share their stories and relate to people who are currently searching for the answer to their problem. This could be where they talk about the troubles they’ve had with weight loss, skin care, or any specific problem that your service helped with.
WERE YOU NERVOUS/HESITANT TO SPEND THE MONEY ON OUR SERVICES?
Honesty is great here. Was there anything that made you want to know more about us before booking an appointment? Did treatments you had tried on your own cause you to be doubtful?
Once again, honesty is great here.
Potential patients will have objections that need to be answered before they book an appointment. If that objection can be pointed out in a testimonial and then answered by the client’s result, you have just gained a new patient.
WHAT SPECIFIC RESULTS DID YOU OBTAIN FROM VISITING US?
What did we help you achieve? Would you recommend us to a friend?
This last question wraps up the entire testimonial by sharing their positive result, answering any objections your potential patients may have, and communicating the social proof needed to create online bookings.
Use this template as just that, a template. You can modify the questions to better fit the specific services you provide. What we can guarantee is that using this template will help increase the number of testimonials you receive and help drive sales for your Medical Spa.
Creating a Plan
Now that you have the template, you need a plan for when to ask and how to use the testimonials in your marketing campaign.
Asking For Testimonials
Choosing the platform:
For Brick and Mortar businesses, there's many platforms potential clients may review for testimonials. Three of the most common being Google, Facebook, and Yelp. We would suggest to focus on asking for reviews on one platform at a time. Asking a patient to leave three reviews at once will likely result in zero reviews. Set a time period to ask for each platform. You may ask for Google reviews one week and Facebook reviews the next.
How to ask:
How and when you ask can determine if a client remembers to leave a raving review. Training your staff to ask for a review as the client leaves is a good practice. Prepare your team with a specific script and printed material to hand the client that requests a review.
We have found the best practice for receiving raving testimonials from clients is using an automated follow-up email sequence sent out after they leave your location. Using this email sequence optimizes the chances they leave a review. By delaying an email by 2-3 hours, you raise your chances of the clients being at home where they have more focus to click through the email and leave a 5-star review.
Using Testimonials For Marketing
Content and ads with testimonials perform very well with potential buyers in the Consideration and Conversion stages.
What is the best way to use testimonials on Social Media? We have tested many different formats, here is an example of what we found works best.
Blog - Getting Testimonials That Drive Sales [template included]
Blog - Making the Most of Online Reviews
Template - Photo Release Form Template
How will I ask for testimonials?
Who is in charge of asking?
Who is in charge of checking/responding to reviews online?
Are we creating an automated email campaign to ask for reviews?
How can we use these reviews in our marketing campaign?
Complete the Testimonial Action Steps & Questions before moving on. Once you have defined your Testimonial Action Questions, add the answers to the Digital Marketing Plan Template.
In case you missed any of the resources provided in the guide...
SEO Performance Report
Digital Marketing Assessment
Buyer Persona Template
Message Crafting Template
Goal Setting Template
Website Action Plan Template
Digital Marketing Plan Template
Photo Release Form Template
Social Media Content Calendar
You've now completed a Digital Marketing Action Plan. You have the tools and knowledge required to run an effective and proactive marketing campaign!
The next step will be monitoring your campaign's performance and recording what does and does not work with your creative content. Always remember, stick to your goals and trust in the process!
At Brighter Click, our mission is to help your business grow through education and connection. We are working to create more in-depth educational courses on specific topics within Digital Marketing. If you see a free course below you would like to join, please click the button to sign up for notifications when the course is released.