Digital marketing continues to lead all marketing initiatives on a global scale. Keeping up with current developments in marketing trends is imperative to business success, but digital marketing still remains a puzzle to many. This statement is particularly true in the Spa industry, where some managers and directors come from a service or business background, and few others come from a marketing background. Fortunately, any skill can be learned with the right approach and tools.
There are several digital marketing channels with which spas - and other wellness businesses -need to concern themselves to increase their sales and brand awareness. Here we will give you the basics of three of them.
One thing you must keep in mind is that digital marketing is always changing. Algorithms on social media platforms and search engines change, and consumer attitudes change as well. So, it’s key to stay on top of marketing trends and do regular researches.
Three key digital marketing channels – and how they work
Social media marketing can seem overwhelming with the number of platforms and options out there, but once you learn how to use them to your benefit, it gets easier. Social media the most used form of digital communication can serve to raise brand awareness and - for B2C businesses – it could lead to direct conversions. Is a powerful way for businesses of all sizes to reach and speak directly to your customers and possible customers; If you’re not doing it, you're missing out!
Depending on the platform you’re working with – Facebook, Twitter, Instagram, LinkedIn, posts usually work in one of two ways – organic and paid. Both can be beneficial, and both are probably necessary. Organic posts still reach a small but engaged audience, while paid posts can help you reach a wider audience.
We would say that, though Facebook is losing users and younger people prefer Instagram, it still has value. Instagram is a great platform for spas to visually showcase their products and facilities. Consider a “selfie station” where guests are encouraged to take selfies post-treatment and post to their own accounts as well as yours. Use your creative imagination to create amazing and engaging content.
Digital display advertising
Digital display advertising, or banner advertising, can be used in a few ways. They can be placed on websites, as well as on mobile apps, that are relevant to your business and website your targeted audience will likely visit, they are generally used for both cold traffic and retargeting. Cold traffic is driving new people to your site through the ad. Retargeting means showing the ad to people who have already visited your site. Once they do visit, they get a pixel, or “cookie,” in their browser, and your ad is displayed to them as they browse the web and visit other websites.
You’ve had this experience, right? Visiting a website that shows you a banner of a brand whose website you recently visited. This serves as a reminder of the brand and keeps it top of mind. This type of Awareness is important because they might not need a massage today, but when they decide they do, you want to be the first spa they think of.
According to some estimates, only 2% of website visitors convert to purchasing on their first visit. Retargeting is the best way to bring them back to your site until they do convert.
Email is your best way to connect with your existing customers and establish a relationship – and one of the most effective methods for getting conversions. Compared with social and direct mail, email has the highest conversion rate, at 66%.
But you must take the right approach. Too many brands bombard people with daily marketing emails from the moment they become customers, which is an immediate turn off for most - and is called “spamming”. Many people don’t even want to hear from their best friends and families that often, never mind a business.
Instead, communicate one or two times a month, create customer journeys, send valuable content and do it in a way that lets your guests know they are valued and that you are talking with them, not at them. This may come in the form of news, special offers, or customer feedback requests. Personalize your communications and promotions. Research suggests that personalized email messages, improve click-through rates by an average of 14% and conversions by 10%.
Before you send anything, always ask yourself if it has value and if it’s relevant to the customer. If not, don’t send it. Go back to the drawing board and create something valuable and relevant.
You have wonderful things to offer at your spa. Make sure the world knows about them, use the right tools to communicate and your success will be warranted.