It encourages staff, validates your hard work, and provides additional opportunities to truly live out the dream you had for your spa.
So, how do you do it?
There’s no one-size-fits-all answer, but there are a number of tips that generally work across the board. Use them as a starting point for your spa’s growth strategy in the upcoming months.
Create or Refine Your Digital Strategy
Facebook and Instagram aren’t just distracting apps – they can be a huge part of reaching local clientele and getting the word out. And social media is just one piece of the digital marketing world.
People continue to spend more and more time online, so make sure your online presence makes a good impression and reaches the right people at the right time.
Ask yourself the following questions:
- Is your website easy to navigate – and does it clearly answer the most common visitor questions? (Hours, services, location, etc.)
- When people in your area search for spas or the treatments you offer, do you appear on Google search results? (It’s not always easy, but it’s also not magic. You can use digital marketing strategies to improve your rank.)
- What do your social media profiles say about your spa? Are you accessible? Calm? Easy to contact? How can you create and schedule posts that properly introduce and sell your business to visitors?
If you discover you have some work to do, reach out to a digital marketing or SEO consultant for information on how to create a better online strategy.
What do clients think about your spa? More specifically, how did they feel when they walked in? What did they expect – and were their expectations met? What would they tell a friend about your spa?
There are many ways that you can get both public and private feedback.
Online reviews on Yelp, Google, and Facebook not only offer important feedback, they may actually be the deciding factor for potential clients who may not know much about your spa and are considering a visit. Make a plan to ask for online reviews through email campaigns, contests, or social media posts.
For private feedback, reach out to customers about their experience, their expectations, and what would convince them to book again. No one knows your customers like… your customers! Their insight can help you shift your marketing messages to catch the attention of potential clients who are more likely to have an interest in your business.
Share (and Sell) Your Products!
Spa gurus suggest that half of a spa’s gross sales should come from retail. What skincare products can clients pick up on their way out the door? How are you advertising these products to clients – before and after treatments?
Boosting spa sales can be as easy as rearranging your merchandise or training your staff to upsell clients. If you want half of your gross sales to come from retail, dedicate half of your upcoming sales strategy meetings to promoting your retail products.
Establish Effective Client Retention Programs
You have probably heard the statistic that acquiring a new client can cost up to five times as much as retaining an existing one. Growth isn’t just about reaching new people. It’s about keeping and encouraging more business from your current clients.
Are you encouraging your clients to return after each and every treatment? Do you promote treatments in a way that makes it clear that skin health isn’t a one-time fix but just a part of an ongoing skin health program?
Your staff should be trained to approach their treatments as a “coach” helping your clients to meet their long-term skin wellness goals, much like a physical trainer might help someone meet a weight goal. This includes encouraging them to “exercise at home” with the right skincare routine.
Want to learn more about this approach? Image Skincare’s recent release provides support for this type of marketing campaign, so reach out to NewMed Concepts if you want to learn more.
Maybe all of these tips are old news. Your digital strategy already keeps your therapists busy, and the products in your spa are flying off the shelves. Once you hit a satisfactory level of success in your first store, you should ask yourself, “What’s next?”
Why not turn your spa into a franchise?
Franchising gives you the opportunity to expand your business without taking on all the responsibilities of a second or third location.
Sound intense? The process of franchising is probably easier than you think.
However, you should definitely do your research before you take this leap. You won’t have to take on all the responsibilities when you open a new location, but you will have to take on certain new tasks and wear some new hats.
Are the ideas flowing and the plans forming? Good! Ready, set, grow!