When developing a digital marketing plan, it’s important to consider the various means of communication that will attract the most current and potential clients. The digital platforms to focus on depend on the audience your spa is trying to reach. Here are a few of the most common forms of digital marketing communications:
EMAIL: Email is a great way to reach many people at a very low cost. “You should be actively growing your email list with opt-in forms on your website, social media, and with your clients,” says Amanda Wisell, marketing manager at Springer-Miller Systems, makers of SpaSoft. “Your digital marketing efforts should be multichannel. Use social media, blog posts, YouTube videos, and other digital marketing channels to reach new and existing clients and also drive email subscriptions.”
SOCIAL MEDIA: This is a cost-effective way for businesses to reach a large audience and see firsthand what their clients are interested in, increase brand recognition, and gain more followers online and in the spa. “Platforms like Instagram reach a fresh audience, and clients’ posts show what is happening right now, a fresh reference that shows authentic facts directly from consumers,” says Yeniffer Padrino, marketing manager of digital marketing at Book4Time.
DIRECTORIES: Online directories provide a place for clients to leave reviews. According to BrightLocal’s 2017 Local Consumer Review Study, 97 percent of consumers read online reviews for local businesses in 2017, with 12 percent looking for a local business online every day. What’s more, 85 percent of consumers trust online reviews as much as personal recommendations. “There are several directories dedicated to listings and reviews of local businesses,” says Padrino.
SEARCH ENGINES: Search Engines are one of the most important ways to market a business online. “From proper SEO making your business’s page rank at the top of search results to your Facebook page or LinkedIn profile, search engines compile everything,” says Padrino. “For starters, make sure to submit your site to the main engines like Google and Bing, and keep your site relevant and optimized.”