Most of the time, business people think of marketing as “advertising.” While this is true, it’s only part of the picture. Marketing includes an array of activities of establishing and promoting your brand (getting the word out), plus capturing the responses to your promotions. Whether you are promoting your business using digital communications (social media, blogs, email broadcasts, SEO, etc.), public relations, a print ad, counter cards or mailers, or in-house signage, there has to be a systematic method for gathering lead data and ultimately following up on the leads. If not, you run the risk of throwing good money and time out the window without generating a good return on your investment.
One of the most common areas of lead capture that is overlooked is on your website. It’s not enough to have a phone number, address, email, and link to your social media on the “contact us” page. Make sure you also have a “lead capture form” on your website. This is an very short online form that potential clients can fill out to request more information from your spa or medical spa. The form generally requires name, email and phone — then there are other fields that can be optional such as: address, “how did you hear about us?”, “what services are you interested in?”, and more.
Once this form has been completed by potential clients, your system should automatically generate an email to the lead — ideally with a call to action. A certificate with an expiration date for money off of a service is certainly appropriate. The lead data should populate into a system that is checked daily, if not more often. Personal follow up should happen the same day or if after-hours, the very next business day.
Your database one of your greatest marketing asset , treat it like gold.