Rebecca Chan Events

  How Skin Essence Med Spa’s Marketing Glow-Up with Grapevine Media Boosted Their Revenue and Reputation

Our initial consultation with Skin Essence Med Spa focused on developing an understanding of their business goals and challenges. As a startup, they needed to quickly increase their online visibility to drive traffic and convert leads into paying customers. Their website, while visually appealing, had not yet invested much time on SEO, and they were not ranking well for important local keywords such as “medspa Whitby” or “laser hair removal Whitby.”

Additionally, the business had just 17 Google reviews and was struggling to compete with more established competitors. As a new business, they faced the challenge of building trust and authority online, something that many small business owners experience when launching in a competitive market.

Skin Essence Med Spa also wanted to highlight their most popular treatments such as botox, fat dissolving injections, laser hair removal, and microblading. Their existing service pages lacked the depth and content needed for SEO and conversions. Throughout our partnership with Skin Essence Med Spa, Grapevine Media generated significant results that have helped elevate their clinic in a competitive local market.

Business Plan – The Business Model Canvas

During our deep-dive business consultation, we walked Skin Essence through one of our favourite tools for creating a one-page business plan; Business Model Canvas. A Business Model Canvas is a worksheet broken down into nine distinct sections that all work together to create an amazing bird’s-eye view of the business.

Not only does this tool allow owners to see their business model from a bird ‘ s-eye view, but it will also help to draw valuable insights that marketing agencies like Grapevine Media need in order to build effective marketing campaigns. We used the business model canvas activity to help identify what business activities would generate the best returns, which customers would be the easiest to acquire, and what methods the business would use to achieve these goals.

Click to Download Your FREE Business Model Canvas

Search Engine Optimization for a Med Spa

Search Engine Optimization (SEO) is one of the best ways for local service businesses to increase their inbound leads. Each month hundreds of people may be searching for services like yours, and investing time into SEO can help to ensure your business is shown at the top of those search results.

Although there are many different types of SEO Services, the main focus of our work with Skin Essence Medspa was improving their Local SEO, Service Page SEO Content, and Backlink Development.

Local SEO

Since Skin Essence Med Spa was a newer business with deeply established competitors, we decided to focus on their Local SEO to increase their visibility on Google Maps and the Google Local Pack. The “Local Pack” displays the top 3 Google Maps results within the search engine results page (SERP). 

We conducted comprehensive SEO audits using tools like SEMrush and BrightLocal to identify areas of improvement on Skin Essence Med Spa’s website. When we first analyzed their local SEO using BrightLocal’s search grid tool, Skin Essence only appeared in the top three search results for “medspa” in 16 local grid points.

After just a few months of Local SEO work, that number skyrocketed from 16 to 83 “Top 3” Local Rankings, significantly increasing their visibility across Whitby and the Durham Region.

We achieved these great results by focusing our efforts on targeted key local search terms like “medspa Whitby” to increase visibility in Google’s Local Pack. We followed up by implementing location-based SEO strategies that focused on ranking for service-related terms within the Whitby and Durham Region.

Within a year, we grew Skin Essence’s total website traffic by over 436%, with the majority of this growth driven by search engines. Plus, traffic from Google searches increased by over 1000%, allowing Skin Essence to rank for high-intent keywords such as “Botox Whitby” and “laser hair removal.”

SEO Content – New Website Service Pages

Grapevine Media worked with Skin Essence to create content-rich service pages that would boost their SEO rankings for specific keywords and provide valuable information to potential clients. Each service page was designed to highlight popular treatments such as fat-dissolving injections, mesogold facials, thermo-coagulation, microblading and more.

These pages not only included detailed descriptions of the treatments but also outlined the benefits, FAQs, and what clients could expect. This content was crucial in improving the site’s SEO and driving organic traffic, while also converting visitors into leads by addressing key concerns and questions upfront.

New Service Page Design

Reputation Management for a Med Spa

A common mistake many business owners make is to wait until they get a bad review before they consider their reputation management strategy. When first partnering with Grapevine Media, Skin Essence had only 17 Positive Google reviews, which is a great start, but not nearly enough to establish credibility in the competitive Med Spa industry. To address this, we implemented an evergreen review generation strategy along with a contest and event to encourage clients to leave positive reviews.

Aside from being a positive reinforcement for your customers, Google Reviews are the single most important ranking factor for your business to be seen on Google.

Evergreen Review Generation Strategy

It’s well known that customers are far more likely to leave you a review if they have a negative experience than a positive one. For this reason, creating a reputation management strategy as early as possible is of utmost importance.

With Skin Essence Med Spa, we helped the owners put together a sign in their store with a QR code that prompts the customer to leave a Google Review. The owners use this sign on a daily basis to encourage their customers to leave a review before they even leave the store.

Contests & Event-Based Review Generation

It can take a long time to build reviews naturally, so to help get the ball rolling we decided to work with the owners to create an event designed to help generate reviews. The event was open to the public and invited potential customers into their beautiful spa to give free treatments and demonstrations along with refreshments. To increase participation, we organized a contest that incentivized clients to leave reviews in exchange for entry into prize giveaways.

Within a year, Skin Essence’s Google reviews grew from 17 to over 70, maintaining their 5-star average rating. This flood of positive reviews, many highlighting key treatments like laser hair removal and microblading, significantly boosted their online reputation and helped them attract more clients.

Leveraging Reviews Across Marketing Channels
We integrated these reviews into their social media posts, paid ad campaigns, and website content, using them to enhance credibility and drive conversions. This social proof played a crucial role in converting website visitors into clients and reinforcing Skin Essence’s reputation as a trusted provider.

Paid Advertising For A Med Spa

To help drive rapid growth for Skin Essence Med Spa, we implemented a strategic mix of Google PPC Ads and Facebook Ads campaigns aimed at generating leads immediately and increasing local visibility. These two platforms are very different but when combined can generate some truly incredible results for your local service businesses.

Google Ads PPC Campaign

After securing a solid base of leads through Facebook, we expanded the strategy with Google Ads to target high-intent users actively searching for treatments like laser hair removal and fat-dissolving treatments.

Our strategic ad placement, paired with conversion-focused landing pages drove a steady stream of website traffic that visited the website, filled out the quote forms and converted into consultations and bookings. The Google Ads PPC campaign not only enhanced Skin Essence Med Spa’s reach but also delivered measurable ROI, reinforcing its position as a top Med Spa in the Whitby.

Facebook & Instagram Ads

One huge benefit that Facebook and Instagram ads have when compared to Google is their ability to go viral and create social validation. For example, with Facebook Ads, you can boost a post to help it generate hundreds of comments which could have an amazing impact on your business. This is simply not possible with Google.

One of the most successful campaigns was the BOGO laser hair removal promotion, which went viral on Facebook. The ad generated significant engagement, attracting thousands of views and hundreds of comments, helping Skin Essence reach a broader audience and convert interested prospects into paying clients.

Here is a look at a few of the ads we designed:

In Closing

Skin Essence Med Spa’s journey to becoming a leading wellness destination was marked by the strategic digital efforts led by Grapevine Media. Through focused SEO, compelling content development, and innovative ad campaigns, the spa’s visibility significantly increased, driving more local traffic and customer engagement. The combined approach not only amplified their online presence but also set the stage for generating a steady flow of high-quality leads.

This case study illustrates the impact of a comprehensive marketing strategy, showcasing how Skin Essence Med Spa evolved into a top choice for wellness services in their region. Grapevine Media’s tailored tactics laid a strong foundation for their sustained growth, reinforcing the spa’s reputation and positioning them for long-term success in the highly competitive wellness industry.