As more spas compete for consumer attention, spa owners must develop and use marketing communications strategies that address customer challenges, appeal to customer needs, and drive repeat sales. The most successful spas are the ones that not only attract customers, but also maintain and enhance their relationships with ongoing communications. Effective marketing communication strategies will help you build customer relationships, retain customers longer, and acquire new customers via online and word-of-mouth referrals.
Bringing in new customers is always a great way to grow your spa business, but it won’t keep your spa profitable for long if those customers don’t come back for more—and they will only do this if they’re happy with your services, and you remind them why they need to return.
Using effective marketing communications tactics to remind current customers why they should continue coming to your spa is just as important as promoting to potential new ones. And the communication you do grows exponentially when satisfied customers provide referrals, telling their friends, family, and anyone who will listen how great your spa services are.
And remember, communication is a “two-way street.” Just as you can communicate deals, offers and information about your spa to your customers, you can also gain insightful and helpful information from them that you can use to benefit your future marketing/communications efforts.
Tactics You Can Use
Email Marketing Communications
Ensure you ask for your customers’ email or home addresses so you can directly mail them ongoing messages such as specials, discounts, new service or product offerings, or just to say hello and ask them to contact you with their opinion about your spa services or products they’ve used. If they appreciated your spa services in the past, they’ll likely use them again. If you continue asking new customers for their contact information, you’ll be able to build a substantial list of names and addresses that you can market to again and again.
There’s a social component to this as well, these customers will likely share your promotions with family and friends, and this will exponentially increase your exposure. It’s also important to note that whatever deals you offer to prospective customers, should also be offered to your current ones, or you’re likely to offend them.
We now help Spas and Salons create a complete marketing calender for the entire year.
Personalized Marketing Communications
Personalized marketing communications is used with online marketing services, particularly via websites and email marketing. You can use your website to track your customers’ interests so you know what they’ll likely be looking for in spa services.
E-commerce sites let spa customers select and prioritize choices by organizing items based on their past online behavior and purchases. This way you’re customers are actually speaking to you without knowing it. When you find out what they like, you can email them directly and offer these services to entice them back to your spa.
The emergence of database technology allows you to personalize and tailor products, ads, and services for specific users with information from their profile. When amassing your customer database, include a column for the services they use and like. This way you can do one-to-one marketing via email or social marketing to personalize your advertising per your customers’ wants and needs. Amazon pioneered the “one-to-one marketing and personalized marketing communications tactics that delivered targeted offers and related products to users. Personalized marketing communications may include one or more of the following:
- Spa Services and Product Bundling (by combining several products or services into one “package” and offering them at a single price)
- Cross-selling (selling related spa and beauty/health products to current customers)
- Cross promotions (offering spa discount incentives to customers using your related products and services)
- Loyalty programs (offering incentives for frequent visits to your spa, for product purchases or when providing customer referrals)
- Offer redemptions and point systems such as one free massage for every ten within a period of a year.
Personalized marketing communications can be more focused on your customers’ likes and needs when based solely upon individual purchasing records kept in your customer database.
Social Networking and Website Marketing Communications
Did you know that?
- 28% of consumers use Facebook to search for spa information.
- 7% user Twitter (and this number is growing fast).
- 71% of consumers use websites to search for deals.
- 56% of customers find spas using search engines.
- 66% use online-deal sites to book a service.
- 30% choose a spa based on a web search.
- 47% of consumers communicate spa experiences via an online review.
- 40% post on social networking sites.
- Many spas have seen a 52% increase in their business when offering online discounts via social marketing sites.
- Spas that market their products and services with online recommendations, employee biographies on websites, and personal connections regarding the spa experience enjoy stronger customer loyalty than those that don’t.
It’s important to note that your current customers are always out there looking for new and better spa deals. Not that your spa isn’t exceptionally wonderful, but this is just human nature. If a customer can find the same service for a lesser price elsewhere, or a discounted offering for what they’ve been paying a full price for at your spa, they’ll take it, and you could lose them altogether. This said you must always to keep an eye on your competition. This is most easily accomplished by doing online research, just as your customer would.
Creating and regularly updating your Facebook and Twitter pages allows your spa to stay on the minds of your customers. If you do this, your customers will find you more credible and keep you in mind more often, especially if you “post” and “tweet” every day. Ensure they have your Facebook and Twitter account names and invite them to your pages. They may feel less pressured to purchase products and services from these sites, than with a direct mailing with a discount offer, so you should offer last-minute deals or promotions on these dynamic websites.
A presence on widely searched websites may be enough to win you returning spa customers, unless they can find a better deal elsewhere. So do you homework so you can continue to compete by offering more than your competition.
Improve Your Search Engine Optimization (SEO) Results When Using Social Networking or Website Marketing Communications
Improve your SEO and maintain your online image; remember,your competitor spas are doing the same. And also rememberthat your customers use social networking and search engines tofind out about spas and deals in your area; search engines arenow the most widely used resource for spa information.
Traditional marketing methods surrounding search engineoptimization (SEO) are certainly not obsolete. That being said, this goes hand-in-hand with managing your online reputation.Be sure to monitor your online presence, so you can avoiddamaging critiques that may be posted by unhappy customers.
Remember, communication is a two-way street. If you ask for Recommendations and input, you could get negative feedback as
Always Choose Your Words Wisely
Communication is powerful marketing tool. Words have the power to build but also destroy customer relationships. Make sure you’re always intentional with your spa communications to make them more effective and to retain, and possible acquire, more customers. The following are some communication rules to follow:
- Be totally respectful and pleasing in your language choices.
- Be authentic, honest and genuine.
- Never “bad-mouth” or put down a competitor.
- Communicate your messages in a way customers can always understand, according to their level of knowledge and spa experience.
- Choose words wisely to ensure they achieve the desired result or impact.
- Don’t be condescending or overly solicitous.
- Eliminate jargon, slang and acronyms.
- Communicate in an explicit and meaningful way, without assumptions of your customers’ wants, needs or situation.
Constantly work to learn from past communication mistakes, and to refine your language; there’s always a better, more effective way of communicating. But don’t spend a lot of time or over edit communications. At some point, you need to just send or post your message, or your customer will never receive it!
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