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Increase Exposure and Sales With Social Media

Contact Author Ido Kadman April 2011 issue of Skin Inc. magazine

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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.

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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.

Enhance your presence

Social media should be an important part of your marketing plan, and can enhance your online presence tremendously, thus leading to increased traffic and sales.

Don’t forget to list your business on online directories such as Google Maps, Yelp!, Yahoo! Local, Best of the Web and LiveSearch. These are important tools in allowing potential new clients to find your business, as well as encouraging recommendations for your services.

Learn more about how YouTube can add a video aspect to your social media marketing.

Ido Kadman is a marketing communications specialist with more than 15 years of experience, nine of which have been in the spa and beauty arena. He is the USA Media Relations Director at Yon-Ka Paris, where he manages advertising, public relations, special events and social media efforts.

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Why Use Social Media?

  • Achieve a stronger online presence in order to push your spa up in online searches, making it easier for clients and prospects to find you.
  • Communicate directly with consumers in order to book new appointments, reschedule existing appointments, announce specials and answer questions. Social media can be a powerful customer service tool and a great way to attract new clients via the word-of-mouth effect of other users seeing your business on their friends’ lists.
  • Fill availability in your appointment schedule by offering last-minute specials to book appointments on those weaker days.
  • It’s free! Why would you say no to a cost-free method of promoting your business?

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