Every business needs an online presence. Your current and potential clients are there, so you need to be there too. In fact, according to we Are Social’s annual Global Digital Report, over 3 billion people around the world currently use social media. For brands, social media marketing is affordable, effective and, if done right, a critical part of your marketing strategy that will drive leads and sales. The best (and easiest) ways to increase your spa’s social media presence and achieve your revenue goals:
Less is more.
Choose one or two platforms only and think quality over quantity. It’s better to stay focused and post less often than to spread yourself too thin. All of the social media sites have advantages but Facebook is still the best place to start. Now that Facebook and Instagram are owned by the same company, you can link your accounts and the same post will show on both platforms.
Whether you are building your Facebook page for the first time or it’s been established for a while, don’t forget the basics. Your profile photo is the face of your company. Use your logo or a photo that best represents your brand. Your cover image is free advertising; use it to promote a special or a seasonal treatment. Also, there is a new call-to-action feature you can add to the top of your profile. This is a quick way for customers to get in touch. You should also check and make sure your “about” section tells a compelling story about your spa using relevant keywords. Search engines pull from this section for organic search, which will increase your chances of falling higher in the rankings.
Facebook has a rating system that allows customers to share their experiences. People trust online reviews. It’s as if a friend has given them a personal referral. This is a powerful way to attract new business. Also, many email software programs can integrate with your Facebook page making it easy for customers to become reviewers. With those two quick additions, your review numbers will skyrocket and so will the trust in your brand.
Pay to play.
In order to reach new potential customers on social media, you are going to have to pay. Fortunately, advertising costs are low. You can “boost” a post or pay for an ad for as little as $10. You don’t need to use paid advertising for all your posts, just the content that adds the most value to your customers and your brand. This is also a great way to get past the engagement algorithm Facebook recently launched. Boosted advertisements don’t fall within the parameters, keeping your content front and center to your target markets.
Look at all your marketing communication tools—e-newletters, mailings, social media, flyers and brochures—to make sure they leverage all channels of your brand. Include your social media buttons in your email communications or link to your spa menu on social media. This will strengthen your presence and give your customers different ways to communicate with you.
One of the easiest ways to increase your social media presence is by utilizing partnerships. First, look at the companies closest to you. Are you located in a hotel or near other companies with an established social media presence? Collaborate on social campaigns to leverage each other’s followers. Try serving a food item or a cocktail from the bar next door at your next event. Tag them in your post and ask your new friends to share it. This strategy will let their followers know they recommend you, which will build trust in your brand. You can follow this same strategy with well-known wellness leaders, fitness instructors, makeup artists and other influencers.
Be the talk of the town.
One quick way to build excitement around your brand is by creating a Facebook event. Many people don’t know that once someone indicates that they are interested or going to an event, it will show up on their friend’s Facebook pages and extend your reach further. Also, on your Facebook page, events receive priority and are posted at the top.
Running a Facebook contest can be a game changer for growing your business. You have to follow Facebook’s rules (that change often), but in return you’ll gain new likes and followers. One example of a successful campaign is a “Like and Comment to Win” Contest. You could ask, “Which treatment would you most want to have?” with photos of a massage, facial and mani/pedi. If Facebook users like and comment with their choice, they would have a chance to win the service they chose. Make sure you keep the language simple and clearly state when you will be posting the winner. This would be a great post to boost!
By Pamela Bucklinger, WTS Content Marketing Director
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