Targeted Marketing that Works

By CreativeMania from Adobe Stock

In the booming esthetic industry, we see it all: clients seeking everything from glowing skin, to acne eradication, to a little “help” in beating gravity. While I always say it’s important to find your niche and not try to be everything to everyone, let’s face it—marketing isn’t one-size-fits-all, especially when your audience ranges from wrinkle-free millennials to baby boomers who just want to look like they “slept great.” Crafting a marketing strategy that resonates with each age group is critical, so let’s take a closer look.

Likes, Filters and FOMO

If there’s one thing Millennials and Gen Z love, it’s a good filter—but let them know they don’t need one with your treatments! These digital natives are drawn to authentic and engaging content. Instagram and TikTok should be your best friends here. Think before-and-after transformations, behind-the-scenes reels and TikTok challenges like “Glow Up in 30 Days.”

Influencer marketing is your secret weapon, so partner with local influencers who can vouch for your services. A well-timed shout-out can do wonders. Interactive content such as Q&A sessions and polls is also key. Not only does it engage your audience, but it also subtly educates them about how your services can be their next self-care splurge.

Wrinkle Warriors and Skeptic Savers

Marketing to Gen X and baby boomers is all about trust, expertise and, let’s be honest, a little humor. These clients are here for the results, so ditch the fluff and highlight your qualifications. Use content marketing to explain the science behind your services. Nothing says “I know what I’m doing” quite like a photo or video showing how dermal fillers are basically a fountain of youth in a syringe.

E-mail newsletters work wonders with this crowd. Include seasonal promotions, testimonials and maybe a joke or two. Educational seminars or webinars are another great way to connect. Hosting a “Lunch & Learn” on anti-aging treatments can easily turn curious attendees into clients.

Capturing the Growing Male Market

Men are a fast-growing demographic in the medical spa world, but they often need a different pitch. Many men are looking for subtle ways to enhance their appearance or confidence. Focus on messaging that’s straightforward and results-oriented. Highlight treatments including laser hair removal, body sculpting or hair restoration in terms of performance and functionality. Want to really connect? Partner with local gyms or sports clubs to position your services as part of a “maintenance package.” After all, if they’re already bench-pressing for a six-pack, why not let you help with the finishing touches?

Bridal and Event Clients: Because Photos Last Forever

Brides and event-goers are an esthetician’s dream: clients are motivated, goal-oriented and have a very real deadline. When marketing to this group, it’s all about timing and results. Offer countdown packages that promise their best skin by the big day. For example, a three-month bridal plan might include facials, Botox, and body sculpting—guaranteed to make them the star of every wedding photo (and maybe a few Instagram stories).

Collaborate with wedding planners, photographers and bridal boutiques to cross-promote your services. Think of it as networking, but with a lot more Mason jars and Pinterest boards. And don’t forget about the bridal party—group discounts for pre-wedding treatments can turn one booking into a small stampede.

Key Marketing Channels: Where Beauty Meets the Algorithm

To reach every demographic, you need a strong presence across multiple channels. SEO (search engine optimization) ensures clients find you when searching for terms like “best med spa near me” or “how to stop looking tired forever.” Pair this with targeted ads on Google and social media to reach specific audiences.

Customer reviews and referral programs also play a major role. Satisfied clients are your best ambassadors, so encourage them to leave glowing reviews. And don’t forget loyalty programs—because who doesn’t love getting a free chemical peel after their 10th visit?

Summary

The medical spa industry thrives on its ability to cater to a wide range of clients, each with their own goals and concerns. Whether you’re wooing millennials with flawless filters or convincing baby boomers that Botox isn’t just for celebrities, a tailored marketing strategy is key. And remember, a little humor goes a long way in breaking the ice. Marketing is serious business—but who says you can’t have a laugh while smoothing out those laugh lines?

Three Additional Tips for Targeted Marketing

1. Determine what keywords people are using to find you: Google “free keyword planner” and you’ll find a host of sites that will steer you in the right direction (and they are super easy to navigate!). Integrate those keywords into all your online marketing—social media, emails, Google Ads, etc.

2. Consider “seasonal marketing” — not only regular holidays such as Valentine’s Day and Christmas but also typical wedding months (summer), back to school specials (late summer/early fall) and high school reunions (summer).

3. Keep track of how your clients are finding you! If TikTok is your marketing goldmine but Facebook gets you little to nothing, spend more time and effort on what works for YOU.