Case Study: Putting Your Website To Work With a Good Promo Plan
Generating Revenue By Leveraging Your Website
Investing in a high-quality website is one of the most important things a business owner can do. Not only does it serve as an online home for your brick-and-mortar business, but it can also be a tool to help you generate revenue.
When you pair a powerful website, with a nurtured email list, you’ve got everything you need to make some serious revenue while you’re out of the office.
Anyone who works with me will tell you I'm a big fan of email. When others say it's dead, I say you're not using it the right way! In November 2023, one of my MedSpa clients hired me to help her plan and implement a Black Friday sale campaign. She had put together several package options that she wanted to sell via email from Black Friday through Cyber Monday while she was out of the office enjoying the holiday with her family.
Here's How We Leveraged Her Website and Email to Generate Almost $30k in Sales
The client:
Created packages that included can’t-miss discounts on filler, Tox treatments, and skin rejuvenation services for customers who were willing to pay for a series of treatments in advance.
With these details, Small Talk created:
A an e-commerce section on her website where clients could be directed to purchase packages instantly.
Then, I created a series of 6 emails that were sent out throughout the weekend with different messaging.
Coordinating graphics to be used in the emails and on social media.
Content for social media posts which were scheduled to social media in advance.
The Results:
The final email was sent on Cyber Monday. Social media posts went out throughout the whole weekend with several going out Monday to remind clients the sale was ending. By the end of the day, this weekend campaign generated $27,638 in sales.
Sounds great, right?
Yes, this sounds great and if you’re ready to put your website to work for you that’s great, but you should know, this didn’t happen over night. It took building a great foundation and having the right infrastructure in place for this client to be able to achieve these results.
If you want to work towards being able to implement something like this, here are 5 things you’ll need:
Email List - If you don't have an email list, start creating one! Capture emails for every single client that you see, no exceptions. Put a sign up on your site and make sure the emails are going directly into your email marketing system. I like to use MailerLite for emails. I also suggest trying to segment your email list. I like to have a general interest list that consists of current clients, clients who have inquired about your services or anyone that has willing signed up via your website to receive special offers. Then, I suggest a VIP list. This should be a list of your best clients and top spenders. Notice they aren't the same. You may have a client that comes to you once a month for an eyebrow wax. They probably aren't a top spender if that's the only service they get BUT they are a loyal client that has you could grow a bigger relationship with so they should be on there too! If you really want to drill down, consider having your email list segmented in to service based groups. When you have service based groups it makes it very easy to send targeted communications to clients. Last tip, if you have an old list that you haven't used in a while, clean it up! It's ok to remove people that haven't opened your past emails. It's even ok to start from scratch if you feel like the quality of your list isn't that great. The more engaged your list is, the better chance you'll have at generating revenue while you're on vacation or any other time throughout the year.
Website With E-Commerce Capabilities - I build all my clients ’ sites using Squarespace. It is a user-friendly platform that allows you to efficiently set up an online store. It has a specific section for selling services which makes this process even easier. If you don’t have a Squarespace site, WordPress is another platform that allows for these types of integrations but the time investment to configure a store on WordPress is typically more.
Killer Offer - Don’t be shy. Create an offer clients can’t pass up and your promotion will be even more successful. Reach out to your Reps to see if they can help in any way.
Professional Email System - Please don't send email offers through your actual email. It looks unprofessional and makes tracking success almost impossible. Most booking software has some sort of email marketing component to it now, but if yours doesn't or it only gives you the ability to email existing clients, consider other options that are built specifically for email. I like MailerLite. It's inexpensive and easy to use. There is also MailChimp, Constant Contact, Convert Kit and too many more to list!
Partner - If you're reading all this and thinking "NOPE, I don't have the time or patience to sort all this out" then enlist the help of a strategic partner. This is where I come in. We can do a Brand Growth Blueprint, identify areas of opportunity for you, and figure out what you need to get in place to be successful with a campaign like this. Then, I can help you implement all aspects of your campaign so you can leave the office and enjoy the holiday!
