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If you’re a med spa owner who’s already spending aggressively on Facebook, Instagram, Google Ads, and SEO—and still wondering, “What else can I do to grow?”—you’re not alone. While digital marketing is powerful, there comes a point where you begin to saturate the platforms you’re advertising on. There are only so many people actively searching for your services or scrolling through ads in your local market each day.
Most med spas are still working to reach this point—maximizing their ad spend and mastering their online strategy. But for those who’ve gotten there, the next challenge becomes: Where else can I go to acquire clients and maintain momentum?
Once you’ve reached a certain threshold (say, spending $3,000–$5,000 per month as a single location on Meta and Google Ads, plus SEO), the next question becomes: What’s next? How do you achieve omnipresence and explore other opportunities for client acquisition beyond the digital sphere?
In this article, we’ll break down advanced strategies—both online and offline—that can help you scale beyond your current marketing limits. These are particularly valuable for practices offering services that face ad restrictions on mainstream platforms, such as hormone therapy, men’s health, or sexual wellness.
Track Everything: Don’t Skip the Data
Before diving in, a quick reminder: Just like with online advertising, you need to develop systems to track your customer acquisition cost and retention numbers. Whether it’s influencers, print ads, or sponsorships, everything should be measured. Tracking allows you to understand your ROI and ensure your investment is actually paying off.
Strategy 1: Influencer Marketing – Partnering with Local Voices
Influencer marketing can be a game-changer—if done correctly and strategically. Start by being proactive about engaging local influencers. This could include:
- Local TV and radio personalities
- Instagram or TikTok creators with local engagement
- Singers or entertainers with a regional following
- Chamber of Commerce leaders or community connectors
What This Looks Like:
- Entry-Level Influencers: Offer free services in exchange for social media shoutouts or a defined cadence of posts.
- Mid-Tier Influencers: Provide both services and monetary compensation if they consistently refer clients.
- High-Level Collaborators: Consider offering affiliate links, referral codes, or even commissions.
How to Track:
- Set up a Google Sheet with influencer names, dates, and campaign details.
- Use referral codes or ask clients to mention the influencer’s name (e.g., “Mention Sarah Smith to get a free add-on”).
- Offer incentives to the client for easier tracking (discounts, bonuses, etc.).
Key Principle:
Local influence trumps follower count. A singer with 50K TikTok followers spread across the country may be less valuable than someone who knows everyone in town. Always check the engagement rate and geographic relevance of the influencer’s audience.
Hyper-local influencers with strong trust in your community—even if they only have 1,000 followers—can be incredibly effective.
Strategy 2: Owned Media – Become the Local Content Authority
Owned media includes any content channel you control: podcasts, newsletters, YouTube channels, local coupon books, or print publications. This is one of the most powerful—yet often overlooked—ways to achieve omnipresence.
Inspiration from the Pros:
Joe Pulizzi, founder of the Content Marketing Institute, talks about building standalone media brands in his books Epic Content Marketing and Content Inc. His premise: Your content channel can become an independent value generator, not just a support system for your business.
Real-Life Example:
Seth Godin talks about a realtor becoming the go-to news source for a local sports team. In Mount Juliet, TN (my hometown), someone created a newsletter called “Mount Juliet Buzz”—featuring events, restaurants, and openings. It’s become the town’s unofficial media outlet. Now, they insert ads for their real estate business inside that newsletter.
How You Can Apply This:
- Local Newsletter: Aggregate fun things happening in your town. Be the guide.
- YouTube or Podcast Series: Interview local business owners, talk about beauty trends, or educate about services.
- Coupon Book Collaborations: Partner with 20–30 local businesses and create a themed coupon book—like “Beauty & Spa Deals 2025” for your area.
Even if the content isn’t tied directly to your services, you gain:
- Local brand equity
- Repurposable content for SEO, email, and social media
- Trust and retention boosts from clients
Bonus: Some owned media channels can bring in advertising revenue. I’ve had advertisers reach out to me for podcast sponsorships—something I didn’t even plan on!
Strategy 3: Every Door Direct Mail (EDDM)
EDDM can be a strong channel—if executed properly. The two most important factors? Design and size.
Key Tips:
- Go BIG and BOLD. Oversized postcards or unique shapes stand out in the mailbox.
- Use the AIDA framework: Attention, Interest, Desire, Action. Your design should grab attention and your copy should drive urgency.
Before You Mail:
- Test Your Offer: Run it through your text list or Facebook/Instagram ads first.
- Use what converts, not what you think might work.
A weak response doesn’t mean direct mail is broken—it might just mean your offer wasn’t compelling enough.
I have a soft spot for EDDM. Over a decade ago, I packaged every door mailers into trash bags for a local business in Wellington, FL. We don’t do a ton of this now, but it still has major potential—especially as digital platforms get crowded.
Strategy 4: Radio Advertising
Radio is a great next step because of:
- Lower production costs (can be self-recorded)
- High local relevance (target by audience and station type)
How to Do It:
- Choose stations that align with your target client: country, R&B, talk radio, etc.
- Track performance via:
- Landing Pages (e.g., mymedspa.com/979 for the 97.9 station)
- Promo Codes
Tip:
Crafting the right message matters more than the platform. I highly recommend Cash Advertising by Drew Eric Whitman—it’s loaded with psychology-based, direct-response marketing insights.
Strategy 5: Print Advertising
Print still works—if you do it right. But placement is everything.
Example:
Don’t waste money on a quarter-page ad buried inside a magazine. Instead, invest in:
- Full-page or back cover placements
- Highly targeted publications your clientele actually reads
Like every other platform, your offer matters most. A lackluster headline or vague promotion will fail—no matter how glossy the ad.
Strategy 6: TikTok Ads (Use with Caution)
As of early 2025, TikTok ads are not ideal for local lead generation.
Why:
- Awful geo-targeting. You can’t target people within a few miles—you must target the entire media market.
- Example: In Phoenix, you’ll target the entire Phoenix media market—including people 1–2 hours away.
- Same with Nashville—your ad might show in Cookeville or Crossville, where no one will drive to your med spa.
That Said:
TikTok can get you cheap impressions and general awareness. But don’t expect strong lead quality or conversion.
Use it for:
- Brand awareness
- Building organic content
Skip it for:
- High-intent client acquisition
Once TikTok improves their ad targeting, this may change. Until then, proceed with caution.
Strategy 7: Billboards
Great for:
- Services with visual transformation (e.g., hair restoration, plastic surgery)
- Simple, bold before-and-afters
What Makes a Billboard Work:
- Clear, simple offer
- Perfect placement (e.g., directly ahead on a major highway curve)
Billboards build brand familiarity. Even if you can’t track it, it helps in future Google searches and ad exposure.
Example: I saw a billboard ad that technically showed a transformation—but gave zero reason to book. It had no urgency or compelling offer. Don’t make that mistake.
Strategy 8: Local Sponsorships & Events
Sponsor local events or communities where your clients already gather:
- Mom’s groups or run clubs
- Popular local gyms
- Youth sports teams
Anywhere your ideal client base is already engaged, you want your brand visible. This builds trust, credibility, and awareness.
Strategy 9: Guerrilla Marketing & Creative Placements
Think outside the box. Ask: Where do people in my target market spend time and give their attention?
Creative Examples:
- Bathroom ads at gyms and restaurants (great for men’s health)
- Scorecard ads at golf courses
- Menu sponsorships at sports bars
I’ve seen this work at my own gym—ads directly in front of the urinals! For men’s health clinics, that’s an ideal spot.
Tip:
Block off 3 hours with your team to brainstorm local visibility opportunities. Think creatively. Where can you spend a small amount for high repetition and visibility?
Final Thoughts: Omnipresence Starts Offline
Once you’re maxing out digital, it’s time to look beyond it. Offline strategies allow you to:
- Reach new audiences
- Build deeper local credibility
- Generate attention and engagement outside of your normal marketing channels
The key is to track, test, and refine. Use proof of concept from your digital campaigns to inform offers for print, radio, or mailers.
Want Help?
If you want a custom plan or hands-on execution support, schedule a free 90-minute strategy session with my team at medspamagicmarketing.com.
We’ll break down your existing campaigns, identify opportunities, and give you the exact blueprint we’d use if you hired us. No strings attached.
Let’s make 2025 the year your med spa becomes everywhere.
