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Engaging Spa Clients Through Social Media

By: Nate Myers and Ron Robinson
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.
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page 17 of 20

Minimize customer service operational costs through outbound social engagement to retain disengaged clients. Evaluate with cost for in-person and phone support, noting your average cost for attracting a new client.

Track actual sales through promotion codes or custom URLs promoted through social media.

Boost online sales by measuring all traffic and revenue driven directly from clients who originated in social media channels.

Link names registered in your CRM system to those of your social media followers, including their preferred social media site(s) and user names. Motivate them to self-identify, and you can successfully capture both their immediate and long-term spend and attribute it to the correct marketing channels.

In conclusion

Social outbound engagement provides a new opportunity for spas to achieve the classic marketing goals of greater awareness, sales and customer loyalty with a strong ROI. Social media’s reach and impact have skyrocketed, to now represent the most influential channel available today. It’s time for spas to catch up with clients, and construct and deliver comprehensive social marketing strategies. Only then can spas cost-effectively realize the tremendous word-of-mouth potential, and the profits that will then ensue, through today’s online social media.