Are you looking to learn how to maximize your ecommerce sales using a lead magnet?

If so, you’re in luck: for the latest iteration of my ongoing blog, YouTube, and podcast series, Spa Business Mastery, I have a virtual sit-down with my director of marketing (the knowledgeable Delia Taylor!) to continue our discussion on the power of lead magnets.

We dive into what a lead magnet is, how they can be used to leverage your ecommerce sales, and where to start if you’re new to the concept.

Firstly, What is A Lead Magnet?

Now, first things first: ecommerce (which, in our industry, encompasses online spa events, online spa-related shopping, and online spa services) is a brand-new rodeo for the majority of spa owners. As such, a lot of marketing terminology that is being used may be unfamiliar.

“A lead magnet (otherwise known as an opt-in) is generally a freebie or gift with purchase,” Delia explains. “It works by acting as an incentive for a client or potential client’s name and email address to our data base. Lead magnets generally include what are called a ‘welcome’ series of emails, so once they’ve opted in, received their freebie or gift with purchase, and are on your welcome email series, they are now officially on your email list and can continue to be communicated with and marketed to long-term.”

Unlike pre-COVID times, where email marketing was viewed mainly as extra work with minimal retail-related payoff, the onslaught of online services brought about by COVID-19 has shown its value, what with online U.S retailers alone seeing a 32.4% increase in online sales in 2021.

How a Lead Magnet Can Be Used to Maximize Your ECommerce Sales

For spa owners who are already feeling overwhelmed because of their high level of physical services and retail sales, many snap to the judgement that they are too busy for a lead magnet and that it would only add to their workload.

However, we’re here to bust that myth!

Building your email list via a lead magnet isn’t just an extra source of revenue: it helps you loop in potential clients and existing clients whose personality types are more prone to buying online… and also makes it so, if you build it enough, that you can lean on the revenue stream it provides and actually step away from being in the treatment room. Wouldn’t that free up a bulk of your time?

As I say during my chat with Delia, there is a little bit of work to do to get to the easier method of sub-selling that a lead magnet can provide. Though, as you know, we’re all about working smarter, not harder! Lead magnets are especially viable for those looking to niche in on:

• Their spa’s online store
• Their spa’s virtual services
• Their spa’s online events

(And if you need help getting your spa’s virtual services off the ground first, don’t forget our downloadable Virtual Skin Consultation Toolkit.)

Let’s Get Leveraging: The Two Online Revenue Streams You’re Probably Neglecting… and How a Lead Magnet Can Help

As a spa owner, you have to approach your marketing differently when you have online revenue streams.

The first one is…

ECommerce

When it comes to eCommerce, you need an online marketing strategy geared specifically towards your virtual store.

Why? Because sales is a numbers game. If you’re heard about sales funnels, you already know what we’re going to say: you need enough people at the top of your funnel to net you sales as they exit at the bottom of the funnel. One of the best ways to secure these sales is via a lead magnet.

This is because, once a client or potential client is in your email sequence, it’s a way to personally and consistently communicate with them and retain their interest in your brand. Through this strategy, you provide education and value instead of blatantly promoting your offerings… which, in turn, builds your spa’s authority and trust factor so that, when they are ready to buy, your biz is already at the top of their mind.

Online Events

Why do we love online events? Because, whereas physical events are limited to your spa’s location, nearby clientele, and, most of the time, are built on in-spa conversations (which are limited in number), online events allow you to cast the widest net humanly possible.

Instead of the classic, “I’ll send one email invite out two weeks before the event and cross my fingers!” approach typically used for events, we instead advocate to start your events planning early. How early? Eight weeks minimum.

You need to use your lead magnet significantly before your event in order to generate interest within your email list. We bring this up because event season is rapidly approaching (hello, Christmas and Black Friday!) and many spas we come into contact with don’t know where to start when it comes to leveraging their eCommerce sales.

If that sounds like you reach out to the Spa Event Launch Certified Kirsten Foss Coaching team today to learn how you can maximize your email list and, in turn, any e-commerce or online event endeavours that are in the works.