$pa Marketing: Top Tips for Social Media Success


Once upon a time, there was an unknown Canadian kid who liked to sing. His mom thought he was pretty special, so she posted videos of him performing on a new video-sharing website called YouTube. A talent scout saw the videos while it received hundreds of thousands of views, and the kid scored a major record contract worth millions. The rest, as they say, is history. Oh, and you may have heard of the singer—his name is Justin Bieber.

While there is no doubt that social media was largely responsible for the start of Bieber’s career, think about how his mega-success story could spark yours. Did you know that YouTube reports its one billion users watch approximately six billion hours of video every month? Those numbers continue to climb, along with the wild popularity of numerous other social media sites. Facebook alone has 1.44 billion users, and 936 million of them log in daily; Instagram, Twitter, Vine, Pinterest, LinkedIn, Google+ and Tumblr are also growing like crazy.

So, what does this have to do with spa marketing—everything. Business owners and spa treatment providers already know that social media has exploded into their own work places, but they may not be aware of its ultimate goal. It is not just about posting; it is also about going viral. Viruses, you say? Yikes! Relax, this type is not scary. I’m simply talking about an intriguing post that grabs viewers by their virtual collars, making them want to share it with everyone they know. Justin Timberlake and Jimmy Fallon unleashed the perfect example of going viral with their famous “hashtag” video, which has received more than 29 million views. Now, let’s look at your slice of the (very lucrative) social media pie.

Do the Math

On average, each Facebook user has 200 friends. If you post a video showing a client looking years younger after a few spa treatments and 20 of your friends share it with 20 of their friends, you’ve just gotten 400 views, or potential clients. And if those 400 people share it with just 10 of their friends, you’ll get 4,000 views. See how this grows exponentially, at zero cost to you? It’s the ultimate “tell a friend/refer a friend” marketing machine at your fingertips!

To post videos, use YouTube, Facebook and Vine.

To post messages/special offers, use Facebook, Twitter and LinkedIn.

To post pictures, use Facebook, Instagram and Pinterest.

Grab Attention

You’ve probably heard that successful selling is all about the sizzle, not the steak, right? What really “sizzles” on social media? Anything that engages the viewer will sizzle on social media such as: edginess, humor. emotion, quizzes, how tos, lists, etc. Check out our lighthearted, two-minute video, “Top Ten Reasons Why Botox is Better than a Boyfriend,” which has been viewed on Facebook over 13,000 times. And while the sky is the limit on creating viral-worthy posts, here are my two basic “rules” applying to content.

1. Make it personal/visual

What’s your point of difference? Do you offer an age-defying hand treatment with every facial? Don’t just tell your viewers why you’re unique, show them with pictures or videos. Interview satisfied clients, share before- and after-treatment shots and post memes (people love pictures with messages).

2. Make them laugh (or cry, or even gasp)

Viewers love heartfelt posts that evoke emotion (that’s why babies, cats and dogs rule on social media). A good example is the success story we posted about my employee’s teen daughter who regained her self-esteem after a series of laser acne therapy treatments. It has over 9,000 views because it speaks to so many people who’ve struggled for years with acne.

When it comes to the power of social media, we’re just getting started. Don’t be intimidated by it. It is actually quite user-friendly and fun. Take the bull by its horns and use social media as an incredible, affordable tool to unlock your business’ true potential. What will you share with the world?

Engagement and Interaction

Don’t just “sell” your viewer, engage them. Think about a magazine like People. You wouldn’t read it if it were nothing but advertising pages. The cover pulls you in with a good-looking celebrity and promising gossip; inside, ads are interspersed with share-worthy articles. Duplicate this strategy by providing six or seven engaging (non-sales) posts for every one “special offer/sales” post.

Really listen to your viewers. Respond quickly to their complaints and thank them for their compliments. People want to be heard, and their feedback is crucial to building your business.

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Louis Silberman

Louis “The Laser Guy” Silberman is president and founder of National Laser Institute, a cosmetic laser and medical esthetic training center. He is the owner of medical spas in Scottsdale and Dallas, a nationally recognized author and motivational marketing speaker. Silberman created one of the most popular drugstore sites. He was also a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Silberman can be contacted at [email protected]

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