As you have probably noticed since reopening
your spa, what “worked” pre-
COVID-19 doesn’t exactly translate in
these emotional, tumultuous times. But
there’s good news: the world needs the
health and healing benefits of the spa
industry now more than ever before. (I
just had my first (masked) massage in
four months and it sounded like someone
was stepping on plastic bubble
wrap packaging! It was incredible!)
Friend, if you’ve found yourself stuck
with pandemic posting paralysis, it’s
time for you to take an hour and perform
a social media scan to make sure
you’re on track in today’s pandemic
world. Here are five questions to guide
you through this critical marketing
exercise:
1. Are my profiles updated,
polished and relevant?
Let’s start with the most basic of updates.
For example, if your brick and
mortar location has now gone mobile,
are you clearly explaining in your bio
exactly how customers and clients
should book and purchase from you
safely and efficiently? As local rules are
a moving target and changing often, so
too should your profile reflect how you
are adapting to what is and isn’t possible.
Pin top content to the top of your
profile to explain quickly and clearly
how you are modifying your business
model to serve your community.
2. Are my posts selling or
serving?
Now is the time to un-schedule all of
the “post just to check the social media
posting box” posts. Product announcements
and pushy promos need to be
carefully examined for efficacy. You can
still have fun with your content, but
make sure you are keeping in mind
what your customers really need from
you right now. They need help. Mental,
emotional, physical and financial help.
How are you showing up to make them
smile? Give them relief? Offer hope?
Share light? Are you educating? Entertaining?
We are all craving human connection
and there has never been a
better time to focus on posting about
people over products. Stories of employees,
stories of customers, stories of reinvention.
Comeback stories. Good
human stories. Serve your audience by
providing the content that will have
them stop their scroll, lean forward
and smile.
3. Do my visuals still
make sense?
Examine your photos, videos, quotes
and graphics to ensure they reflect
today’s current reality and not “the way
things used to be.” For example, images
of a solo (aka socially distanced) person
using a product or receiving a service
are more realistic and relevant than a
“You want your imagery to positively
communicate the possibility of tomorrow,
not the nostalgia of yesterday.”
28 PULSE ■ SEPTEMBER 2020