Social Media Part 2
Sell your spa successfully Drive new business your way with online marketing tools that can turn your spa website into a shop window to millions of consumers, businesses and professionals around the globe
Boost your online presence Lopo Champalimaud, Founder, Wahanda
For many spa owners and managers the internet still feels like a new and uncertain world, fi lled with questions about how to get started. Whether you are just getting started or already on your way, I believe there are fi ve basic things you should be focused on when looking at how to make the most of the internet. Update your website The fi rst thing that any spa or salon should have is its own website that accurately represent the business. Increasingly customers look online before contacting a spa, so it’s crucial that your website has correct contact details, compelling pictures, accurate treatments lists and a vivid description of your business. You don’t need a fancy website, just one that accurately refl ects your ethos. Email rules Too many spas have a great base of customers but too few ways of reaching them. Start capturing the email address of your customers and send out a regular update with any news or special offers. It’s an effective form of marketing.
Building a website that works Robert Miles, Managing Director, Premier Software
As with all things technology-driven, spas need to make sure they are clear from the outset what their objectives are and what the web design company will provide to achieve those objectives. For example, do you want to use the website as an information showcase? This might include photo tours of the spa, full treatment descriptions, client testimonials, videos of the latest treatments, blogs and press pages, in which case it needs to be content-rich with copy that’s easily updated via a content management system and without the intervention of a third party incurring costs.
Or do you want your website to sell products and treatments? If this is the case, an e-commerce module needs to be incorporated into the site. It could create a signifi cant increase in revenue, of course, but requires management as it will necessitate additional staff time
Get listed There are several websites, including Wahanda, which feature listings of spas for free. They are often the fi rst point of call for any customer looking for a service and looking to compare options. Manage your online reputation The internet has supercharged word-of-mouth advertising and, whether you’re a heavy user of the internet or not, chances are that consumers are already discussing your business online through online reviews, Twitter and Facebook. So make sure you’re monitoring and responding to customers who are talking about your business and encouraging your most loyal customers to share their experiences with others online. At Wahanda we see that businesses with reviews receive fi ve to six times more traffi c than
those without reviews. Get more business If you have special offers to fi ll quiet periods, the internet is a powerful way of telling customers. It’s not enough simply to place these offers in your window or behind the till. Use your website, email, social media and of course partner sites to promote your offers, and you’ll be amazed at the response you receive.
and fulfi lment costs. Selling products through e-commerce will have implications for how stock is managed via the spa management software. Typically, our clients process all the e-commerce sales through the system and allocate them to the relevant client records, therefore maintaining an accurate client history record. The spa then uses the system to manage targeted marketing campaigns to these clients whenever relevant promotions are on offer, at the same time as advertising them on the website. The idea of online booking is still very much a topic for discussion. We have some customers who love the idea of their clients being able to book at any time of the day or night. On the other hand, we also have customers who believe it’s impersonal. I would suggest that some form of online booking facility is a must as an aide to maximising treatment sales, even if the spa limits this to a specifi c selection of treatments that need little or no consultation on pre-determined days. Spas need to ensure that the booking process is as seamless as possible, and that their clients’ experience of the website is not then compromised by being sent off to a different webpage.
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www.europeanspamagazine.com | european spa
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