When it comes to marketing, how are you getting your message out there? If you are relying on social media as your primary platform to communicate your spa offers, you're leaving out critical aspects of marketing success!
Why? Because you are literally putting all your eggs in one “marketing basket”.
You don't own these platforms. The owners of the social media "businesses” control your marketing message and the education you share. They decide who sees what, and when and they get to see it. Social media should be used as the place where your clients can find you. Your number one goal when it comes to using social media as a marketing tool is visibility, not sales.
Social Media can also be glitchy. We notice in Social Media Management department of Kirsten Foss Coaching that sometimes features we were previously using just disappear. Sometimes they are gone forever or sometimes for a short time, but it usually happens when they are changing the algorithms. Which is quite often! It can be frustrating when suddenly, certain features that you have been working with disappear with no notice or explanation. But it is especially frustrating if this is your only way of communicating your marketing message with your clients.
The algorithms. Social platforms are Algorithms are created specifically so that not everyone sees your post unless you are using paid ads.
So, what's the solution? Marketing across multiple platforms:
In Spa Conversations
In Spa Posters
Ideally, you should be using all of these platforms together. But if social media is your primary source of marketing at the moment, I would recommend you start developing an email marketing strategy for your spa business very soon. Email marketing is the easiest way to reach the people who know, like, and trust you - your current client list! These are people who have already given you their email, and they are open to what you have to say. I’m not talking about bombarding them with sales emails here. You want a blend of sharing information (new staff, holiday hours, training opportunities, last min appointments), education (ingredients, skin conditions, before & afters, modalities), while adding in promotions (features, sales, retail spotlights, events, launches) when you have them.
If you can get an email out about your spa business once or twice a month that's great, but if you can get something out once a week, AMAZING! You become a trusted resource to your clients and direct contact capabilities should social media go down.
You might be thinking you don't have time for all of this extra marketing, but if you are struggling to attract clients and make sales, email marketing is the piece of your spa business that you should be focusing on right now.
In-spa conversations are also an easy way to convert sales. Where things tend to go wrong with in-spa conversations, though, is letting conversations be dominated by personal chit-chat.
I know how this goes! While the team member is giving a treatment, the conversation revolves about personal topics rather than spa topics. Then when it comes time to recommend products or other services, it feels awkward to switch gears in the conversation. I used the 80/20 rule when I had my own spa business; 80% of the convo is about spa "things" (something you saw on the internet or social media that involves beauty or review a new product you think is fantastic. It doesn’t even have to be a product from the spa…just get the conversation going! Practice weaving these topics into the service (if it’s appropriate - I understand the value of silence during a massage) so that it feels natural to the client at the end of a service when you want to talk about the recommendations you have for them. To me, a great sales conversation feels comfortable because it’s authentic.
Combining social media, email marketing and in-spa conversations is going to be your fastest path to cash. We have noticed a considerable difference with the coaching and agency clients at Kirsten Foss Coaching even when we only combine email marketing with social media marketing. The outcomes are always much stronger.
I hope this gives you some insight on how you can "layer" your spa fall marketing. Perhaps it even got a little fire ignited in you to get your email marketing system started!
If you still feel like you need help getting your email marketing system started, or you don't have time to do it at all, my team and I can help. We will create and run your social media and email marketing campaigns for you! Our clients get to enjoy their summer doing the work they want to do.
Reach out to me, and we can talk about how I can best help you.