18x Return On Total Marketing Spend for Aesthetic Clinic
What we did:
We grew a brand new solo startup clinic with no clientele to generate on average 45 appointments a month with services at a price point of $799. That's an average $36k sales a month.
Challenge:
Our challenge here was to build a brand new clinic off the ground with no existing clientele or branding behind her. We decided to help her be a solo entrepreneur and build her single modality business from the ground up.
Actions and solutions:
We knew with this client we couldn't go down the traditional route of lead generation because she worked on her own and it was almost impossible to get her to follow up on leads whilst she had to treat her clients and manage the business.
What we did was to build her an interactive automated chatbot, that would save her time by answering a lot of the frequently asked questions without her having to do this herself. This allowed her to showcase her results, the impressive before/afters she was achieving for her clients without violating Facebook’s advertising policy.
The following tactics were key drivers for our client’s Facebook advertising campaign:
Step 1 - We built out a comprehensive chatbot that addresses the common questions:
For example:
- How does this treatment work?
- Where are you located?
- How much does this cost?
- Before/Afters?
- Do you have payment plans?
We also built in an online booking system directly from the chatbot to help save time so customers could book directly.
This entire system was very interactive and encouraged audiences to be more engaged and allowed them to communicate instantly with my client if they had a question. This worked well with my client because she was able to get back to them when it suited her without having to try to call them to follow up.
Step 2 - We tested all possible versions of creatives for this client to find what resonated best with her audience. We found that because her treatment was still relatively new in the market, we had to showcase the treatment with a video ad so people understood what it was all about. This worked to her advantage because there was a common misconception about the treatment that it was dangerous and it hurt. This specific ad proved to be the breakthrough ad for her.
Conclusion:
It’s been 2 years since we have been working together, and our campaigns are still running with great results. In fact we are now able to reduce our average cost per message to $4 from $7 over time.
We have also expanded our audiences to include the LGBTQ community and this has been getting great responses as often beauty treatments are only targeted at women.
Over the last 2 years, we have built up a huge database of people on FB Messenger so when we need to run an occasional promo during the quieter seasons we could do so easily with sponsored messages and this helped significantly to boost up cash flow and bring existing clients and prospects alike into her clinic.
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