There are several ways to get valuable free publicity for your spa. By creating and taking advantage of all possible opportunities for your spa to get online exposure, you can build brand recognition, get new guests, and boost your sales.
Social media networks such as Facebook, Instagram, Twitter, and YouTube are just some of the networks you can use to promote your business. Not only can you and your team post on these networks, but you can encourage your guests to post as well – any endorsement or positive comment from a guest has tremendous value!
Not long ago—even two or three years ago—you did not have to be on one these networks. Now you will be conspicuous by your absence if you don’t have a social media presence.
Keep an eye on your social media pages. Be mindful of the content that goes on your business page and the communication that goes out. If someone is very unhappy with your services, they can quickly share it with others. Address negative comments immediately. Sometimes those posts are false, and designed to negatively impact your business. Other times, a guest has legitimately had a bad experience and you have the chance to salvage the relationship and they can be encouraged to visit again.
Get in Touch with Your Guests
Don’t miss an opportunity to get information about your guests. Gather names, email addresses and social media account information from all your guests. Ask for their birth date also! Make it a mandatory responsibility for your team, not just a suggestion.
Once you have that contact information, put it to good use. Update your customer database, add their email address to your newsletter list, and connect with them online. Send friend requests and invitations to your social media pages.
Emailing special offers or news to those on your mailing list is another free (or inexpensive) method of reaching out to your customers. Make sure you always get a guest’s email address, and also permission to use it. Canada’s anti-spam laws are serious! Avoid trouble by having consent in writing to use an email address. Have an email list sign-up form on your website. Make sure this form includes a check box so that the guest can indicate their consent for you to use their email address.
What to Post on Social Media
There is so much worthy information you can post on social media. It can help to have a list or some guidelines so that you don’t miss an opportunity. Here are some of the types of information you should post on your social media networks:
What Special Events or Promotions are You Offering?
Announce promotions on social media. You can post messages about upcoming promotions, current promotion, or even remind your guests that a promotion is ending soon. Make sure the benefit of the promotion is very clear. Examples: Mother’s Day 25% off ends Sunday. Make sure you include a link to more details on your website.
What’s Going on Within Your Spa?
Any positive post is better that no post at all! Establish a list of topics related to your business you think would be beneficial and interesting to your guests. Some suggestions:
- Introduce a new staff member.
- Post changes to business hours.
- Promote a new product line you offer at retail.
- Inform your guests of a new service.
What News Does Your Spa Have to Share?
Has your spa won an award? Are you sponsoring a charity event? Is your spa or staff participating in a community event? It’s all good, positive news that should be shared online!
What do Your Guests Have to Say?
Tap into an incredibly valuable resource: Messages from your guests. What they say can have a tremendous impact on your reputation. A genuine message from a guest about a positive experience at your spa has tremendous value. It is the best form of free publicity you can get!
Everyone loves a selfie! Get a backdrop for pictures with your name and logo. Encourage guests to pose for a picture and write a comment about how wonderful they feel and look after their relaxing spa treatment. Create a unique hashtag (#) to include with all those selfie posts make sure your spa name is part of that hashtag. Example: #GreatDayatLeSpa
Take it a step further and video tape your guests! Ask them to talk about their experience, and ask their permission to post the video on your website and/or a social media network.
Consider rewarding guests in some way when they help you promote your spa. A guest that ‘likes’ you on Facebook may not merit more than a thank-you, but someone who allows their video to be put online might be grateful to receive a future discount or free product. It’s best to offer a reward after the guest has helped you. You don’t want to be seen as trying to bribe a guest for their testimonial.
Plan Your Social Media Marketing Strategy
Create a marketing calendar to plan your social media activity. Major holidays are perfect opportunities for promotions. Use the calendar to plan promotions in advance so that you can give your guests plenty of time to take advantage of a promotion.
Remember to include other ‘special’ times of the year to remind your guests of what services they might be needing. May & June ‘Wedding Season’ and ‘Prom Season’ are just two examples. Be aware of what events are coming up where you live. Is your school district’s March break coming up? Use those events to create promotions geared to people who will want to look their best before going on vacation.
If you have birth dates for you guests, make sure that information is on your calendar as well. It’s a great opportunity to send a customized message or wish them ‘Happy Birthday’ through Facebook. Consider sending a special offer as a gift as well.
Post Online Frequently and Consistently
While you don’t want to annoy your guests with constant messages, you do want to post frequently enough that you remain in their conscience. You want them to think of your spa when they need a service or want to buy a gift certificate for a friend or loved one.
As long as your posts are relevant and have value to your guests, they will continue to be read — and hopefully shared with others.
Take advantage of all the internet has to offer you for free publicity! Look at what your local competition is doing on their social media pages. Do some research (also known as asking a teenager) on the various social media networks. Developing a strong online presence will help your business to grow and thrive.
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