Approx. 2:30 min read or watch the video below.
If I told you to create a 90-Day Marketing Strategy for your spa...would you narrow your eyes at me with trepidation and start planning to clean your closet (or do anything OTHER than create your strategy)?
Marketing isn't easy. AND it's overwhelming.
But if you can make a PLAN (that's all strategy means, yes?), the result of your marketing efforts will pay off in newly booked clients. In this week's spa business tip, I'm giving you a simplified strategy outline to help you take the freaky-ness out of your marketing.
The 90-Day Spa Marketing Outline
1. Get Focused.
Your marketing needs focus.
When you try to market too many promotions, too many services, too many products, your message gets diluted and your consumer, quite frankly, gets overwhelmed. They don’t know what they should be focusing on in your business…and you'll lose them.
Pick a concept, service, product line or spa business outcome to focus on each month. What you focus on grows.
2. Choose a Goal
What do you want your spa business outcome to be? You can have a few goals, but don’t diminish your marketing effectiveness by choosing too many. Here are some examples you could choose from:
- Increase revenues for a particular revenue stream (skin care, facials, brow design, etc.)
- Growth in the number of services sold
- Boost the amount of retail sold
- Increase client retention
- Bringing awareness to a product or service
- Launching a new product or service
- Promoting an event
3. Plan Your Marketing Delivery
Now it’s time to decide what kind of content you want to be posting, emailing and displaying in your spa.
Marketing is a multi pronged approach. To expect the consumer will book an appointment on just one post or email is a limiting mindset, because it just doesn’t work that way.
Your consumers need to see your offers multiple times (and often on multiple channels) before they realize it’s important enough to them to make purchasing decisions. There are the four basic delivery methods of your spa marketing you should be focusing on. Don’t miss all the nuggets in the video for each of these marketing aspects:
- Social Media
- Email Marketing
- In-Spa Advertising
- Staff Conversations
4. You + Marketing Strategy + Accountability = Results
This is where most spa owners completely fall apart on their marketing. To quote Gary Vaynerchuk...
“Ideas are shit. Execution is the game.”
You must develop some method of holding yourself accountable if you hope to see rapid results from your spa marketing.
Find an esty-besty online to buddy up with, find (or create!) a Meetup group of like-minded entrepreneurs or join a coaching program that allows you to intensely focus on getting your spa marketing, or any part of your business development…DONE.
My business super-power is having an insane amount of focus. However, despite my abilities, I’m not immune to falling off the accountability wagon once in a while. But I'm keenly aware of how this negatively impacts my business.
How to do I stay accountable and get’er done? Over the years, I’ve had an entrepreneur buddy, joined group coaching programs (different programs for different stages of my business) and the mecca of accountability…hired a private coach.
It doesn’t matter WHAT format of accountability you choose to keep you on track with your 90-day spa marketing strategy, you need some form of support to turn ideas into action.
Because let's be honest, it’s the actions you take that truly increases the sales and profits in your spa business.