Article | Category: Marketing and PR

Why you are on social media? Which networks are you using? Which are working?

To succeed in social media in 2020, set realistic, specific and measurable goals. Are you looking for awareness, click-throughs to your website or social shares? Write it down. Then, follow these nine steps for social media success.

1. Target the Right Audience

Who is your ideal guest? Narrow down to a persona of one. Draw out your individual. Give her a name. (Terra works!) Start with the demographics: age, gender, income and geographic location. Then consider what makes them choose a spa. Are they most interested in the convenience of your location, experience of staff or ambiance of your spa?

Consider this one imaginary person every time you craft social media messages for your spa. Will it work on Terra? The more targeted your message is, the higher your conversion rates will be.

2. Choose the Right Media

Which network(s) should you focus your time and energy on? Match the demographic profile of your ideal spa guest with the social network they use most. Most Instagram users are under 35. Job seekers are on LinkedIn for an average of 30 minutes every day. Facebook is the most engaged network.

If you don’t have the resources to be on every network, pick one to start. Business-to-business (B2B) might start with LinkedIn. Business-to-consumer (B2C) should start with Facebook. Instagram would be my second choice.

3. Craft Your Overall Message

Your message should clearly conjure the image you want your spa to have in your customer’s mind. What makes you different from other spas in your area? Are you highlighting that differentiation? Is your Unique Value Proposition practiced daily in your business?

After you’ve considered your image and values, write a social media mission statement. This will help you make decisions as you move forward. State the how and why of your social media, keeping in mind your customers.

If you’re a new spa, your mission statement might be “to use social media to help guests get to know our staff and feel immediately comfortable and familiar with our spa as soon as they walk in our doors.”

Visit the social accounts of businesses (inside and outside of your industry) that have an audience like your ideal customers. Take note of the types of posts that get the most interaction. Be inspired to use the types of messages that work well for them. Notice hashtags or calls to action that drive results.

Each network has a different feel and expectations. Your Instagram posts should be high-quality videos and pictures. Twitter users expect concise posts. LinkedIn is the most professional network. Facebook is used by nearly everyone except our youngest social media users and offers highly-targeted ads.

4. Time it Right

When you post matters. Use analytics to find out when your audience is online. If you’re targeting B2B, you might find more interaction on midweek mornings. B2C and you might find that Thursday afternoons and evenings are the best time.

5. Give Your Pages a Facelift

If you haven’t updated the bios and about sections of your social media profiles recently you may be missing opportunities to reach your audience. Fill out each section and ensure that the contact info is correct. Update your profile and cover images if you haven’t done so in a while. Be consistent with your profile images and usernames across all networks you use.

6. Streamline Your Efforts

If your website allows you to post your blog on social media, take advantage of that! If that’s not an option or you don’t want your social media posts on your blog, consider a social media management tool. Sprout Social and Hootsuite let you schedule social media posts. Select the right times of day and days of the week to best engage your audience.

Have your social media objectives in front of you while you schedule your content. Ensure that every post is well-targeted and speaks to your ideal spa guest persona.

If your plate is too full for you to manage your social media accounts effectively, consider hiring someone to help. If you’d like someone else to take over the whole process, a marketing consultant or marketing agency is the right choice. If you just need a little assistance to ensure things are consistent and not forgotten, a virtual assistant can be a very affordable option.

Compile a best practices document or gather sample posts to show the style, tone, and voice you’d like for your organization. Put your social media mission statement across the top. This will be a useful resource for whoever does your posting.

7. Be Responsive

How quickly are you able to reply to social media comments and messages? Your guests expect an expedient reply. Facebook even ranks a company page on its ability to respond quickly. Add additional administrators to your social networks to ensure replies are swift. Install social media apps on your smartphone for easy access.

Some networks allow you to set up an autoresponder. Let your guests know that you received the message and when they can expect a reply.

8. Design Quality Content

Building relationships is your biggest goal. We’re not just throwing cat memes at a dartboard blindfolded, hoping something sticks. Consider your audience and the overall image you want to present. Know your objectives and the nuances of your networks. Only then are you ready to create.

Using your calendar or scheduling tool, map out the types of content you will share. Include a mix of short text, photos, videos, infographics, live streams, articles, and user-generated content. Make sure you have the right to publish the content. Never infringe on copyright or repost without permission. Try to schedule a month at a time, two months in advance.

Try using canva.com to create eye-catching social media posts.

9. Measure and Optimize
What doesn’t get measured, doesn’t improve. Use individual social networks’ analytics to see what is working. Notice which types of posts get the most interaction. Do more of the same!

At the end of each month enter your numbers in a spreadsheet. How are your social accounts and website performing? Pick a few meaningful metrics (that align with your goals) to track. If you want to increase social media referrals to your website, track that. If you’re looking for awareness and engagement, track the number of followers, likes, and shares.

Optimize your social media efforts by paying close attention to your results. You might find that your audience appreciates live “meet-our-aesthetician” videos or maybe they’re most interested in “before and afters.” Add more of that type of content to your calendar. Make one favorite a weekly event. “Makeover Mondays” or “FAQ Fridays” might bring users back every week. Repeated content makes your scheduling job easier and keeps you top of mind with your audience.

Social media is ever-changing. Implement these nine steps and check your analytics every month to see what’s working. You’re sure to have success in 2020 and beyond.

About the Author
Terra L. Fletcher has been a social media community manager and marketing consultant since 2007. She has worked to provide engaging content to a wide variety of audiences. Industries she’s worked with range from a domestic abuse and sexual assault center to a foundry that makes 20,000-pound metal castings. She’s worked with libraries, campgrounds, home builders, a global paper company, and a concrete wholesaler. Terra is also the author of “Flex Your Communication: 47 Tips for Every Day Success at Work.”