Welcome to the ultimate digital marketing glow-up! Whether you’re a solo esthie slaying skin goals or a full-on medispa maven, one truth remains: if you fail to plan, you plan to fail. Harsh? Maybe. Helpful? Absolutely.
Barry Eichner and Jenni Nagle—L+A’s digital duo, once dubbed the “masters of digital marketing” by Allan Share of the Spa Industry Association—have created a go-to guide packed with marketing ideas for estheticians and medspas. With years of experience and a knack for turning content into conversions, they’ve built a smart, scalable digital marketing strategy that helps spa businesses grow. Here’s what you need to know to make your content work harder than your retinol.
Sell the Sizzle, Not the Syringe: Market the Results, Not Just the Treatments
In today’s modern medical and spa aesthetics world, your clients aren’t shopping for syringes, lasers, or modalities—they’re shopping for results. They want to look vibrant, feel confident, and glow effortlessly. But here’s the catch: most of them don’t know what treatments actually deliver those results. They just know what they want to see in the mirror.
So, how do you speak to that desire? Simple: showcase the lifestyle results your treatments deliver.
Instead of posting a close-up of a needle or a treatment machine, show the end result:
- A fresh, glowing complexion post-facial
- A smiling client who looks youthful and lifted
- Radiant skin with even tone and firmer texture
Market to the woman who wants to recapture mid-face volume loss, not the one looking for “dermal fillers.”
Speak to the man who wants a healthy, sculpted jawline, not just “RF microneedling.”
Attract the client who dreams of firmer skin and fewer fine lines, not just “chemical peels.”
When your content showcases the transformation, the lifestyle, the after—that’s what sparks emotion and drives bookings. Because at the end of the day, it’s not about the tool you use. It’s about the confidence you help clients reclaim.
Pro Tip: Use storytelling-style captions with before-and-after photos or videos. Describe how your client felt before, what results they wanted, and how they feel now. Emotional storytelling makes your content resonate way more than clinical jargon.
Step 1: Analyze What’s Already Working
Before you can grow, you’ve gotta know. Start by identifying your Top 5 Revenue-Generating Treatments. (Think: what’s always booked out?) Why? Because these services are already your moneymakers—aka your digital marketing MVPs.
Hot Tip: Treat your booking reports like your besties. They’ll tell you everything you need to know about what to market first.
If you’re using one of the top spa booking systems in the industry, you’re in luck—pulling performance reports is quick and easy. These platforms can show your top-performing services, best-selling retail products, and even your most loyal clients—essential data for deciding what to promote, when, and how.
Top 5 Spa Booking Software Systems
1. Vagaro
Best for: Spas, salons, and medspas looking for all-in-one functionality
Why pros love it: Online booking, POS, marketing tools, memberships, and mobile access.
2. Boulevard
Best for: High-end spas and medspas focused on VIP client experience
Why pros love it: Smart scheduling, branded booking flows, marketing, and waitlist tools.
3. Booker by Mindbody
Best for: Spa-centric businesses needing room/resource-based scheduling
Why pros love it: Spa-specific workflows, loyalty, gift cards, and seamless POS.
4. Meevo by Millennium
Best for: Established spas ready to scale and analyze
Why pros love it: Voice-activated commands, custom reports, staff goal tracking.
5. GlossGenius
Best for: Solo estheticians or boutique spas who want glam + functionality
Why pros love it: Stunning booking pages, built-in payments, and rebooking prompts.
Step 2: Know Your Money-Making Moments
Seasonal trends are the peptides of your profit strategy—powerful, targeted, and results-driven. List your Top 5 Revenue-Generating Holidays (hello Valentine’s Day, Mother’s Day, and everything in between). These are prime moments to run promos, push gift cards, and plan content that converts.
Knowing your revenue-driving dates in advance helps you map out content, promotions, and marketing ideas for estheticians that sync with seasonal shopping behavior. Create bundles, limited-time treatments, or GWP (gift with purchase) offers that create urgency—and make sure it’s all ready to go before the rush hits.
Pro Tip: Once you’ve mapped out your seasonal marketing calendar, loop in your sales reps! Most skincare brands are more than happy to collaborate on fun, festive campaigns. Ask them to help brainstorm ideas for:
- Holiday-themed treatments using their products
- Retail bundles or deluxe samples for gifts with purchase
- Social media giveaways or co-branded promotions
- Exclusive discounts just for your audience
They may even provide digital assets, signage, or product samples to help bring your ideas to life.
Step 3: Use Digital Tools Like a Pro
From websites to social media, you’ve got a toolbox full of digital gold. Knowing how to use these tools—and choosing the right combo for your business—is key to turning casual browsers into loyal clients. Here are the Top 5 Ways to Promote Your Business Online, plus how each one fuels your marketing ideas for estheticians:
Blogging (Your SEO BFF)
Boosts search visibility and helps position you as the expert. Blogs educate your audience and provide evergreen content you can repurpose across platforms.
Instagram + TikTok
Showcase treatments, highlight products, share behind-the-scenes vibes. Use Reels, Stories, and Lives to connect and convert.
Email Marketing
Direct access to your audience. Send promos, updates, or skincare tips. Segment your list to deliver personalized, high-converting messages.
Online Booking Integration
No friction = more bookings. Link your booking system across your website, IG bio, and emails.
Paid Ads (Google + Social)
Want fast results? Paid ads let you target your dream client and drive clicks when it matters most.
Pro Tip: Layer these tools. A blog can feed your IG captions, become a newsletter, and support an ad. That’s content strategy magic.
Step 4: Get Organized—For Real
Once you know your what, when, and how—it’s time to do. Use digital calendars (Google Drive lovers, unite!) and marketing checklists to plan everything from promos to posts. But don’t just plan your words—plan your visuals, too.
Plan Your Visual Content
Creating (and organizing!) great visuals ahead of time makes your digital marketing more consistent, cohesive, and stress-free. Here are four types of visual content every skincare pro should keep in rotation—plus how they can level up your marketing:
Treatments in Action
Showcase your techniques, technology, and professionalism by capturing photos of real treatments in progress (with client permission, of course).
Why it matters: Builds trust, gives a behind-the-scenes look, and helps potential clients visualize themselves on your table.
Product Images
Ditch the flat lays—go for high-quality product photos! Most skincare brands are more than happy to provide these branded images for you. Drop them into Canva and design Instagram carousel posts, promotional stories, or retail highlight graphics in minutes.
Why it matters: Showcasing professional product imagery reinforces your brand, boosts retail sales, and builds credibility.
Bonus tip: Repurpose those same Canva graphics in your email marketing—think product spotlights, how-tos, and seasonal skincare tips.
Client Before-and-Afters
These are your proof of performance. Whether it’s a glowing facial result or a pigment-correcting treatment, before-and-after images offer instant impact.
Why it matters: Converts browsers into believers. They’re one of the most persuasive tools in your marketing arsenal.
Behind-the-Scenes Shots
Capture your treatment room, product shelves, ambiance, and team. These candid moments humanize your brand and show your vibe.
Why it matters: Builds connection and personality. Clients love knowing who they’re trusting with their skin.
Bonus Points for Video!
Clients want to see the experience. Whether it’s a quick treatment clip, a product demo, or a studio tour, video content drives engagement and builds relationships fast.
Pro tip: Keep a content folder organized by type (e.g., Treatments, Retail, BTS, Before/After) so you always have visuals ready to drop into Canva, Instagram, or your newsletter.
Step 5: Book an Appointment… with Yourself
Treat your marketing time like a VIP client. Block off 1–2 hours per week to implement your content plan—write captions, schedule posts, update your blog, and review what’s working.
Capture content in real time so you’re never scrambling for something to post. Client glow-ups, behind-the-scenes clips, and quick product demos can be edited into content gold.
Organize your content by type or campaign so you can easily plug it into your planned promotions and marketing ideas for estheticians year-round.
Work Smarter, Not Harder: Use Apps!
Create stunning visuals and smart strategies with:
- Filmora – Great for polished, professional-looking video edits with minimal learning curve.
- CapCut – A favorite among Reels + TikTok creators for its easy mobile editing and trending effects.
- Canva – The holy grail of graphic design for estheticians: templates for posts, stories, email headers, and more.
- ChatGPT – Your digital marketing co-pilot, copywriter, strategist, and brainstorming buddy—available 24/7.
Branded memes? Yes, please. Gorgeous grid posts? Done. Reels that reel in the views? You got this—and now, you’ve got an AI sidekick too.
How ChatGPT Can Help Your Skincare Business Thrive
Using ChatGPT is like having a digital marketing assistant who never needs coffee breaks. ChatGPT’s brain works best when you use it as a tool to organize the thoughts you have in your brain. Don’t rely on it to craft thoughts, you’re the thought leader – input your thoughts – ask it for ideas on how best to showcase them. It can do so many things, it’s like the most amazing brainstorming and idea-building session at your fingertips.
Here’s how you can use it to supercharge your business:
Create a Custom Digital Marketing Plan
Tell ChatGPT your business goals, services, and seasonal promos—and it can help you draft a week-by-week strategy, complete with content themes, suggested post frequency, and calls to action.
Write Blog Articles + Emails
Need a blog about the benefits of LED or an email introducing a new treatment? ChatGPT can draft professional, engaging, and SEO-friendly content faster than you can say “click-through rate.” Don’t rely on ChatGPT’s brain though, use your brain. Give ChatGPT the facts and ask it to add the flair.
Craft Social Media Captions
From witty Instagram captions to educational TikTok descriptions, just plug in your topic and tone—ChatGPT will whip up captions that stop the scroll.
Generate Instagram Reel Ideas
Out of ideas? ChatGPT can help you brainstorm creative, on-trend Reels that showcase your treatments, products, and personality.
Analyze Your Business Trends
Feed it your service reports, revenue breakdowns, or treatment menus—and ChatGPT can help identify what to promote, what’s trending, and where there’s an opportunity to grow.
Repurpose Content Across Platforms
Have a great blog post? ChatGPT can help turn it into email copy, social posts, Instagram carousel scripts, or even talking points for a live video.
Bonus: It Never Says “No”
Ask it anything—from help naming a new facial to rewriting a cancellation policy in a friendly tone. It’s your backstage bestie for running a tight, well-branded ship.