Pay to play. In order to reach new potential
8. customers on social media, you are going to have to pay. Fortunately, advertising costs are low. You can“ boost” a post or pay for an ad for as little as $ 10. You don’ t need to use paid advertising for all your posts, just the content that adds the most value to your customers and your brand. This is also a great way to get past the engagement algorithm Facebook recently launched. Boosted advertisements don’ t fall within the parameters, keeping your content front and center to your target markets.
Cross promote. Look at all your marketing communication tools— e-newletters, mailings, social media,
9. flyers and brochures— to make sure they leverage all channels of your brand. Include your social media buttons in your email communications or link to your spa menu on social media. This will strengthen your presence and give your customers different ways to communicate with you.
Build partnerships. One of the easiest ways
10. to increase your social media presence is by utilizing partnerships. First, look at the companies closest to you. Are you located in a hotel or near other companies with an established social media presence? Collaborate on social campaigns to leverage each other’ s followers.
Try serving a food item or a cocktail from the bar next door at your next event. Tag them in your post and ask your new friends to share it. This strategy will let their followers know they recommend you, which will build trust in your brand. You can follow this same strategy with well-known wellness leaders, fitness instructors, makeup artists and other influencers.
For more tips on working with influencers, head to page 55.
Be the talk of the town. One quick way to
11. build excitement around your brand is by creating a Facebook event. Many people don’ t know that once someone indicates that they are interested or going to an event, it will show up on their friend’ s Facebook pages and extend your reach further. Also, on your Facebook page, events receive priority and are posted at the top.
game changer. Running a Facebook contest can
12. be a game changer for growing your business. You have to follow Facebook’ s rules( that change often), but in return you’ ll gain new likes and followers. One example of a successful campaign is a“ Like and Comment to Win” Contest. You could ask,“ Which treatment would you most want to have?” with photos of a massage, facial and mani / pedi. If Facebook users like and comment with their choice, they would have a chance to win the service they chose. Make sure you keep the language simple and clearly state when you will be posting the winner. This would be a great post to boost! n
PaM BuCkliNger, is the content marketing director at wtS International. wtS is an international leader in the spa and fitness industry. Pam’ s primary responsibilities include developing high-impact marketing content, both print and digital, as well as creating social media campaigns for more than 50 facilities.
August 2018 ■ PULSE 61