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

By: Stephanie Jennings
Posted: March 29, 2013, from the April 2013 issue of Skin Inc. magazine.
Social and mobile marketing trends have revolutionized how consumers expect to interact with businesses.

Social and mobile marketing trends have revolutionized how consumers expect to interact with businesses.

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Make sure you’ve gathered the following information before building out your online booking platform:

  • List of your business locations with contact info;
  • List of your staff members, including names, bios and photos, what services they perform, and the days and times they are available;
  • List of your services, including name, length, price and description, and which team members perform those services; and
  • Categories of services, if you have many, and which services belong to each category.

Remember, your website is the online window visitors peek into to get an idea of what it would be like to visit your location. What are the questions new clients typically have? Answer them on the site with videos or blogs that demonstrate specific techniques clients are most curious about, a FAQ section, testimonials from other clients about their experiences, video interviews with your therapists and technicians, and any other content that will engage them and entice them to visit. For the videos, use YouTube—it’s the No. 2 search engine out there and it’s free.

Social media

Did you know that, according to Nielsen, 46% of people worldwide use social media to help with purchasing decisions. With hundreds of social networking sites on the web today, how do you determine which are the best for your skin care facility? Best practice dictates that you should be where your clients are, but how do you figure that out? The best way: Ask them. Survey your clients after an appointment or via Facebook and e-mail. Also, check out your social sites’ analytics for info on which platforms visitors are using when they access your sites.

In the meantime, it’s a safe bet to start with the most popular social sites out there. Follow these quick tips to get started with ease.

Facebook

  • Make your cover photo unique and compelling. Make it you.
  • Position your links in a visual order to inspire engagement.
  • Honor your skin care facility’s most important moments as company milestones.
  • Draw attention to specific posts by placing them across both columns.
  • Chat one-on-one with users via direct messaging, when appropriate.
  • Know who you’re reaching, and how effectively, using Facebook’s real-time analytics.