In this Quick Win Friday we are continuing our Spa Business Marketing series. Spa Marketing is our number one asked question so we have dedicated a tips series just to this topic. Today let's talk about how a spa business can create raving fans through social media marketing.
We will answer these questions:
What should a spa business share on social media?
What do my clients want to see me post of social media?
What is the right mix of education, inspiration and promotion I should do on social media?
People buy from those that they like and trust. Learn how to show that side of your brand to build a bigger following.
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Welcome to the SpaHive Friday quick tips series. You give me 10 minutes of your time and I'll give you quick wins that are designed to make an impact in your business and your life. Let's dig into real tools, proven to work and pitfalls to avoid. Hey guys, it's Julie Pankey and I'm happy to be here again with you for our.
[00:00:37] Quick tips Friday. This is a second episode in our series of spa business marketing tips. I hope you joined us last Friday. When we talked about setting your business up for success on social media platforms and shared with you. Our social media planning calendar. I hope you take advantage of my tips and over the last week, made sure that your social media platforms of choice are set up.
[00:01:14] Efficiently the way that they should so that people can navigate it super easy, find you and get engaged. I also hope that you started to follow some of our favorite spa influencers, as well as some of the spa examples that I provided with you last week, too. Inspire you to create some really great posts this week in week two.
[00:01:43] I want to talk to you a little bit more. About what do people want to see from you on social media? I know I teased this a little bit last Friday, but let's dig in to what people really want to see you post on social media. What social media worthy. Let me tell you. It's a few things and promotion is a very, very small portion of it.
[00:02:17] People want to provide education. They want to connect with you. They want to go on social media to be, and feel social. They want to escape. They want to find things that are going to answer. Fire them. So for the next week, until we meet again next week, I want you to number one, think about what you want to see.
[00:02:50] So when you're going on it to Instagram or to Facebook, what do you want to see when you're there? Do you want to see. Coca Cola bombarding you with ads about how great Coca-Cola is. Everywhere you turn, you go on Google, you search for Lowe's because you need to buy a really amazing tool. And there's Coca Cola telling you how amazing it is.
[00:03:23] You go on Instagram and guess what? Coca-Cola pops up because it tastes so good. You head on over to Facebook and. What pops up, Coca Cola. They're telling you how refreshing it case? No, you don't want to be bombarded with ads and promotions. Yeah. Coca Cola probably does taste good, but they're not selling their brand based on shameless promotion.
[00:03:55] They are creating a relationship with their buyers. They are getting to the heart of the buyers, creating funny posts, emotional posts, things that will engage them. And I'm just using Coca-Cola as an example, because it just came to my head right now. So, no, I don't want to see you focusing on promotional posts.
[00:04:22] I want you to think about what makes you want to buy. It depends where you are at any given day. Right? Sometimes I go on social media and there are things that make me feel really bad about myself. And I don't want to feel that way. I don't want to come off social media feeling agitated, feeling that I'm not worthy feeling that I'm not good enough in XYZ, whatever it is.
[00:04:52] I'm not sending enough. My hair isn't dark enough. I can't run a marathon. My Tik Tok videos are crazy. All of the things that you go on and you want to feel good about yourself when I go on to social media and I see amazing inspirational posts that make me feel good about myself. I want to follow that brand.
[00:05:18] When I see social media posts about inclusion and how we're stronger together than we are as individuals that inspires me. And I want to dive deeper and learn more about that particular brand. If I go on social media and I learn. New tips and tricks on how to make my dark circles look less dark, or how to instantly get a brow lift just by using brow pencil.
[00:05:54] I want to keep following these people. They inspire me. They make me feel good. They make me feel part of a community. They educate me. And those are the things that I hope that you want to find on your social media. And that you want to provide to your clients and future clients on your own social media.
[00:06:20] So step one is to think about what is it that you want when you go on social media. Step two is what do your customers want when they go on social media? Step three is to ask yourself, what do they want from you when they're on social media? And when they find you on social media, and I can promise you.
[00:06:51] The answer is not your latest and greatest promotion being posted 37 times a week. They want to engage with you. So now that you thought about these three points, I want to move on to the next step that I want you to do. And that is, I want you to make a two week plan. Remember that calendar that I provided you last week.
[00:07:23] If you haven't done. So then I really want you to take that social media planning calendar and make a plan. But I want you to dive deeper this time. I asked you to spend one hour a week creating content. Now that might mean finding some really fun and engaging posts, reaching out to your spa vendors, asking them to do a few quick fun videos about their most popular products that you can post on your social media or doing an interview with them on Instagram, live Facebook live and talk about some of the most popular products.
[00:08:06] It means also. Engaging your team. If you have a team, let each team member introduced themselves, whether a short 30 to 60 second video or a cute photo with a little short bio about each team member. Don't post them all in one day. You don't even need to post them all in one week, collect this and it could be team member Tuesday or whatever you call your team, make a day focused around them.
[00:08:45] What are the products that they like introduce themselves to your clients? I mean, nothing sells better than. When you pick a favorite product, so you have an esthetician, her name's Susie and on team member, Tuesday, you introduce Susie and she talks about what she's done, how she's done it. What's her favorite part of being an aesthetician?
[00:09:13] Just some really fun bullet points. It doesn't have to be long. Just super fun and engaging with a picture of Susie. Then in a few weeks, you could share on a Tuesday, it could be team member Tuesday, Susie's favorite products or Susie's product of the day and pick a product. And Susie can talk about it for a minute or less, or Susie can take a boomerang with it.
[00:09:45] Or she can do a real, she can go on Tik Tok and do a little quick tip talk. Or if you have a lot of camera shy, people take a quickie picture of her. A boomerang is super easy, squirting it out, putting it on, maybe a mask, really something engaging, and then share it as Susie's favorite product of the month and maybe offer a little discount on the product or.
[00:10:14] Even better, a gift with purchase of the product so that you can give them some samples of some of Susie's other. Favorite products before and afters are always great spa at home favorites. Now more than ever, people want to create this spa experience at home, you could have spa experience at home Thursdays, where you talk about how to create this spot experience in your house and your very own bathroom and share some products.
[00:10:47] Experiences show a bathroom, make your bathrooms super amazing at home. You only have to show a teeny portion of it. A tub photo people love tub photos bath bombs. You could go crazy. And the other thing that pipe people love to participate in our polls. You can create a poll on Instagram. You can create a poll on Facebook, and I'm just talking about Facebook and Instagram right now, because that's where I want you to spend your time for now, unless.
[00:11:20] You're an expert and you've been marketing. Great. And you have a ton of engagement and you want to take the leap onto one of the other platforms for these business tips. We're going to talk about the two most common platforms that people are using right now, which is Facebook and Instagram for spa businesses.
[00:11:39] How about creating a contest? Someone could name a nail Polish color, or they can pick your seasonal treatment of the month flavor, create a contest, make it really fun and engaging and give away one of those treatments. The other thing that is great, that people love is sharing quotes. That inspire. The one thing is just like in life.
[00:12:09] With social media moderation is key, everything in moderation. So that doesn't mean we want to post a polar day, a poll a month, maybe a poll, a quarter. See how people engage in polls. Your people may be totally into polls, so it would be okay for you to post a poll a month or every other month. Your people may not be into polls and you find that it doesn't do very well.
[00:12:40] So you do one few minutes later. Do another, see how it's done. Maybe it's once a quarter for you contests, maybe do better and you can do many contests. Maybe once a month, it doesn't have to be big and extravagant, give away things that you can control. People just love to be engaged. So I encourage you over this next week.
[00:13:08] Get on social media, get visible, get social. It's not about shameless promotion and I didn't add this one tip. So yes, we do need to promote our businesses. Now all of this engagement is promotion, but I want you to know that it's also okay to post those promotions that are really important to you, that you're offering this month.
[00:13:40] Next month. I just don't want you to post them 30 times in a month. So you want to sprinkle in when you're looking at that marketing calendar, think about it in days of the week. What do you want to focus on Monday, Monday, motivation team member, Tuesday, Wednesday, wellness. Thursday, I forgot what we said, but it could be Thursdays, our promotion day going into the weekend.
[00:14:07] And you want to talk about your latest, greatest treatments, the trends in the industry and how your treatments fit into those. What are you doing for seasonal treatment? What is your current promotion? What do you want to sell? You have some products that you just want to get rid of. Maybe you're bringing in a new skincare line.
[00:14:28] Thursday might be the day, you know, pick a day. It could even be Thursday and Sunday that you do. Some little promotions, but the best thing is don't take stock photos of a brand, a bottle, a robe, and put it on your social media. Take real pictures that people can relate to and talk to them about this beautiful robe that is soft and luxurious, that they could take home with them and extend their spa experience as they're creating.
[00:15:00] Their spa home bathroom experience. They need to have one of those yummy fluffy robes. And every time they put it on, they're going to think about you and your spa. Same with a candle, same with a bath bomb, same with a bathroom spray. All of these things that will help them create the experience at home is going to make you have a memorable brand.
[00:15:25] So I hope this helps dig in this week and I'll see you right back here next week on our Quick Wins Friday when we're going to talk about the challenges and how to overcome them with being consistent on social media, because consistency is the key. So I'll see you here next Friday. When we talk consistency in our social media.
[00:15:56] Thanks for joining us today. Be sure to check out our new episodes each Monday and our quick tips series every Friday. In the meantime, if you'd like to connect with us, join our free online spark community. Head on over to Facebook search SpaHive, professional community, and join me our SpaHive board and over 500 others spa wellness.
[00:16:25] and the hospitality professionals there.