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Increase Exposure and Sales With Social Media
By: Ido Kadman
Posted: March 28, 2011, from the April 2011 issue of Skin Inc. magazine.
Social media is so much more than Facebook and Twitter; it can increase your exposure and sales, and it would be unwise to not tap into its huge potential. At the moment, in mid-2011, these two aforementioned are the biggest players, and you should capitalize on their popularity for your business’ success.
Twitter. Twitter allows only very short messages and is a place people commonly visit to look for specials and discounts. Using Twitter for announcing specials and available appointments allows you to cover last-minute cancellations, as well as introduce new spa professionals who may not have a strong following yet. Remember that the type of consumers who prowl Twitter for these types of offers may not become your most loyal clients, but they do serve a purpose: to supplement otherwise-lost income. And if they like your spa, your therapists and your services, they are likely to become repeat customers. On your Twitter profile, there is a little space that tells people about you. Remember to either post a link to your website or to your Facebook fan page here.
Facebook. If your spa doesn’t have its own website, create a fan page and use it as your online face to the world. If it does have a website, use your Facebook page to complement it and to attract new customers that otherwise would not find you. Don’t be concerned with whether or not you should try and direct people to your website. It doesn’t matter where customers access you, as long as it leads to a sale. If you feel that clients are more likely to book an appointment or purchase a product if they are on your website, then by all means try and direct them to it, but do so in a nonpushy way.
Facebook allows for a much more visual, vast and interactive environment than Twitter. Make sure your Facebook fan page gives plenty of information about your facility, as well as your services, staff, hours and rates. Include photos of your spa, treatments and products. Make use of all the fan page tabs available to post special offers and special events. Use the wall to give value to the followers—announce specials, events, new hires and new launches, profile your staff members, and create treatments and products of the month.
If you currently do not offer online booking, consider using a Web specialist to create an online schedule. This will truly make your social media efforts worthwhile, because it will likely lead to immediate bookings as opposed to directing people to call your facility.