Marketing: Get e-Personal

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You've heard many of your clients rave about MySpace, Facebook and various other social networks, but have you taken the initiative to establish a connection to their online worlds? Think about it: Is your website a static place holder for a spa menu, or is it a dynamic forum that engages current and prospective clients?

Establishing a personal relationship with clients on the Web can drastically increase your spa's marketability, according to Laura Walker, principal of Spa Solutions (www.spa-solutions.net), a consulting firm in North Kingstown, Rhode Island. Review her suggestions listed below to see if your spa encourages a two-way connection on the Internet.

• Participate in social networks
  Establish your spa on sites such as MySpace, Facebook and YouTube. Post updates that tell a story by relaying a recent experience at a tradeshow or another networking event. Also, announce new initiatives or other time-sensitive material, such as your spa's latest commitment to eco-friendly practices. "Make sure your post doesn't sound like you're trying to sell, but that you're educating them through your story," Walker says.
• Blog on your spa's website
  Post information about new treatments, services and promotions. Aim to update your blog two to three times a week, and try to engage your audience in conversation. Ask them to leave comments, and include a user-friendly link so clients can share your post with their friends.
• Build audience trust
  If you offer online purchasing, make sure your website is secure by installing software that protects their information. Also, provide incentives when you ask clients to share personal information. "Once they subscribe to your newsletter or give you an email address, share something back with them, like a discount or value-added services," Walker says.
• Tout your assets
  Show potential clients that you've earned your existing client's trust by featuring testimonials, before and after pictures or treatment demonstration videos. Plus, use your blog or newsletter to congratulate employees on major accomplishments, awards and certificates. In addition, post your affiliations, including membership in major industry organizations and involvement with local charities.
• Be easy to find
  List your company with online directories and websites such as Spafinder and Citysearch, and on classified sites such as Craigslist.

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