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Part 1: Technology in Your Spa—A Survival Guide for Today's Social World

By: Stephanie Jennings
Posted: February 28, 2013, from the March 2013 issue of Skin Inc. magazine.
technology in the professional skin care facility

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Couponers are coming to your business because of a relationship they have with a third party; however, this is the chance to build your own relationship with them. It may be tempting to simply leave a sign-in sheet at your front desk for them to fill out on their own, but consider this an opportunity to win them over with your stellar customer service. Be friendly! After you’ve welcomed your new client, ask if you can include her contact information on your mailing list for future specials and events. You can easily add info into your computer via your customer relationship management (CRM) program or spreadsheet. If you have one available, you could even encourage clients to fill out their own information on a tablet device. Regardless of how you log the info, be sure to capture your new client’s name, e-mail address and telephone number for future outreach.

After their visit, follow up with couponers to establish yourself as their go-to service provider. Give them an opportunity to rate their experience either via survey or an online review site. Offer them another promo, such as a thank-you offer designed for new clients—a holiday special, product discount or combo services. Encourage them to follow you on your social media sites, enticing them with exclusive deals offered just to this particular audience. Encourage clients to join your loyalty program or bring a friend next time for a joint discount.

Online search

Be your own target consumer and search for services like yours online. Does your website show up relatively high and on the first page in the search results? If not, update your site’s content to include words and phrases that people are likely to use when searching for your services. Check Google Analytics for a list of the top keywords currently used in searches that drive traffic to your website.

Google Analytics is free and works with any website. To set up your own account, simply go to www.google.com/analytics and click on “create an account.” You’ll sign up using a Gmail account, which is also free to set up. Then, go to the settings page and access the how-to guide for coding your site so Google can track the traffic to, from and within your site.

There are several website analytics sites on the market; some are free and many are subscription-based. Of the free sites, Google Analytics is the industry leader. It offers the most information, is easy to use and is easy to integrate with your website.