Spa Marketing Guide

by Meghan O’Brien

Can you imagine having a way to connect with current and potential clients that’s fully yours—free from the pressures of app trends, saturated feeds, and algorithms? Well, guess what you already do! It’s your email list.

Many of the estheticians I speak to already have an email list, but they’re either underutilizing it or not using it at all! Don’t worry if you fall into the latter category, it’s more common than you think.

It’s worth it to put more of a focus on your email marketing. Having a strong email community helps you:

• Increase sales. • Establish authority in your industry. •Strengthen your relationship with your potential and current customers/clients.

A common misconception about email marketing and one that keeps many Esti's from sending out regular emails is thinking you need to create brand new content for emails. This is truly NOT the case. When you share a post to your Instagram feed that does particularly well, take that same post, refurbish the caption, and share it with your email community. Factoring in social media algorithms and how often your clients are on their phones, repurposing social posts increases the likelihood that your content is seen.

I always tell my clients that the best frequency of emails is the amount that you can maintain consistently. If that is once a week, that’s great! But there is nothing wrong with sending one email bi-weekly, monthly, or even quarterly. Aim for a maintainable schedule!

Now that we’ve established the importance of consistently showing up in email inboxes, let’s talk about what to include in the email. Formatting concerns are often a major reason behind a lack of marketing emails. But we can break it down into five must-haves with every email:

There always needs to be an end goal when it comes to marketing. Why are you sending this email? Is it to sell a product, gain bookings, or educate? Any of these answers are acceptable. Remember without a why your reader may feel a lack of meaning behind the email. Never send an email just to send one.

Much like your social media profiles your email should be a continuation of your brand. Include your brand colors, logo, font choice, (if possible) brandconsistent photos, and writing style throughout your emails to stay consistent in your messaging.

Just like the first line of your Instagram caption, your subject line has to stand out enough to stop the scroll and incite a click. You have on average six to nine words that will be visible in a mobile subject line preview. Short and punchy attention-grabbing phrases are key. Examples include, “You NEED this serum if your skin is dry” or “This mask made me cry, it works so well”. Try to connect to your client's pain points with your subject line.

Once opened, you want your email read without a quick click back to the inbox. What scares off a reader? A wall of text! Don’t hesitate to break up your email into easily digestible paragraphs. Cut out the fluff and get more visual. Too many images alone can get your email flagged as spam, make sure you include both!

We never want the email to be the final destination. Whether it’s a button to book one of your services, a link to purchase a product, or even a button to follow you on Instagram! Include a CTA in your email. Your educational email about the importance of hydrating your skin might have been the final push a reader needed to book that hydrating facial with you.

With these five elements completed, you’re on your way to an email that converts!

At the end of the day, email marketing is here to stay. It’s one of the main message platforms that will not be swayed by shifting trends and user behaviors. Remember every esti starts from 0 when it comes to growing a strong email community. The hardest part is making that first email. But once you do, you’ll be well on your way to establishing a strong email community!

Meghan O’Brien has over 7 years of marketing experience, helping estheticians to grow their online communities through social media. She strives to help estheticians to harness the power of Instagram marketing in establishing a strong online presence that will attract not only followers but clients and product sales. Through her skincare content membership, Instagram strategy sessions, and digital products she has helped over 3,000 estheticians with their social media presence. https://www.meghanobrien.net/

by Faith Rodriguez

There are many ways to promote your business online, but there has been an increasingly large spotlight on video marketing on social media platforms. From live video to long-form video, there are many avenues to showcase your business. The most recent video marketing trend that has taken precedence in the marketing world is quick video. Quick video has the potential to expand your audience reach and generate loyal customers, but mastering it can prove to be a daunting task. With some practice and a few key tips, creating and executing a quick video plan will be an effective new strategy for your business.

When diving into the world of video marketing, it can be easy to get overwhelmed with the number of platforms that have shifted their target to video content. The pressure to secure new accounts on all social media platforms is high, and keeping up with the content expectations of each platform is enough to make anyone wave a white flag.

The key to video marketing in the beauty space is not to show up everywhere, but to capitalize on your current social media platforms before moving to the next one. Video marketing is the new frontier for audience engagement and marketing trends, and it’s not going anywhere - so prioritize showing up for your current audience before focusing on a new platform. As you master quick video on one platform, then you can add the next.

The best rule of thumb in video marketing is to be a storyteller, not a salesperson. Instead of focusing on video content that lists your service's basic features and benefits, create a deeper narrative that illustrates why your potential client needs your service. Video marketing should make the customer feel like the hero of the story. The services you offer act only as a guide to get the hero, your customer, from their main conflict to the happy ending.

Human nature thrives in emotional connection and problem-solving, which makes video marketing the perfect place to build a connection that turns your audience members into loyal clients by connecting to their needs, their problems, and guiding them to the best solution. Video marketing, when done well, tells a story that creates a lasting impression on your audience and will build on your brand's core identity.

For beauty businesses, following the three E’s of video content will save you hours of prep time and many content brainstorming headaches. By following the educate, entertain, and engage formula, you can plan and film content for weeks or months ahead of time. By ‘batch filming’ these types of content, you will start to fill your social media with high-value content and start to form the habit of your audience tuning in to your videos consistently.

Education is an incredibly valuable skill that all beauty professionals have up their sleeves - sit in front of the camera and pretend you have a client sitting in your chair with a specific problem, now talk to the camera in the same way that you would educate the client about their problem and how you would suggest solving it. Education

videos are also a great time to discuss specific products or services that you love to showcase to your current clients.

Entertainment videos are exactly that, just for entertainment purposes. The best way to create these videos is to start by researching what type entertaining of video content is trending and replicate it with your own unique twist. Entertainment videos tend to follow a mass trend, whether it be a video sound, dance, or topic. It is important to note that video trends pop up as quickly as they disappear, so create and post entertainment trends as soon as possible so you can be included in the hype before it is too late.

Engaging content will always be the king of video marketing, but you can only create engaging content by knowing who your audience is on the other side of the screen. Tap into native insights on your current social media platforms to see the demographics of people who interact with your content. Engaging video marketing starts with a good hook, or something interesting that happens within the first few seconds of the video, and includes content that is hyper-relevant to the audience with eye-catching visuals that keep them curious about what is next during the entire video. Engaging video marketing may take a bit longer to master than the other two types of quick video content, but can often explode your reach and expand on your audience.

When done consistently and effectively, video marketing on social media can provide great gains to a small business. Video is currently one of the biggest trends in marketing due to the massive return on investments many business owners have seen by using it. By understanding how it works, who to target, and what to post about, you are harnessing a new area of marketing that delivers relevant content to your ideal audience.

Faith Elizabeth Rodriguez is a spa marketing strategist, beauty brand and website designer, and licensed esthetician with five years of advanced skincare experience. After using her esthetician license to obtain a Masters of Science in Digital Marketing & Analytics from St. Edwards University in Austin, TX, she started offering business services and products specifically designed for beauty professionals. Faith, now the founder of Faith Elizabeth Marketing, upholds the mission to help fellow estheticians build authority, boost bookings, and grow their brand by also providing free resources across multiple online platforms.

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1. Environ • Pre-Cleansing Oil • environskincare.com 2. Dermaware • Saving Face Cleanser • dermaware.com 3. Bion Skincare Products • Bacteriostat Cleanser • bionresearch.com 4. Clayton Shagal • Purifying Gel Cleanser • claytonshagal.com 5. Viking Beauty Secrets • Exfoliating Face Scrub • vikingbeauty.com 6. Ráya • Mint Soufflé Whipped Cleanser • rayalab.com 7. Karin Herzog • Face cleansing Oil • karinherzog.us 8. Sesderma • Unify Face Cleanser • sesderma.com 9. Hale Cosmeceuticals • Natural AZA creamy cleanser • halecosmeceuticals.com

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10. Orgaid • Gentle Cleanser • orgaid.com 11. Skin Script • Glycolic Cleanser • skinscriptrx.com 12. Viktoria Deann • Balancing Cleanser • viktoriadeann.com 13. Circadia • Micro -Exfoliating Honey Cleanser • circadia.com 14. Bio France Lab • Bright Plus Facial Cleanser • biofrancelab.com 15. Valentia • Cleansing Milk • valentia.com 16. Société Clinical Skincare • Micro Foaming Polish • societeskincare.com 17. Herbal Skin Solutions • Cream Cleanser • herbalskinsolutions.com 18. Yulin Jade • Renew Age Defy Advanced Refining Cleanser • yulinjade.com LNEonline.com March2022 51

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1. Coco Fiji • Coconut Lime Face & Body Soap • organicfiji.com 2. Tizo • Foaming Cleanser • tizoskin.com 3. Hubis Lab • Purifying Cleansing Gel • hubislab.com 4. Inspira: Cosmetics • Tri Phase Cleanser • inspira-cosmetics.com 5. PURERB • Caviar Lime Cleansing Foam • purerbbeauty.com 6. Eminence Organic Skin Care • Monoi Age Corrective Exfoliating Cleanser • eminenceorganics.com 7. CARA • Hydra Facial Wash • caracosmetics.com 8. Theregensis • Essential Probiotic Cleanser • theragenesisskincare.com 9. Free + True • AM Creamy Gel Cleanser • freeandtrueskincare.com

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1. Confidence by Nerida Joy • Facial Cleanser • educateyourskin.com 2. G.M. COLLIN • Sensiderm Cleansing Oil • gmcollin.com 3. Bella Schneider Beauty • Gentle Cleansing Mousse • bellaschneiderbeauty.com 4. Le Mieux • Brightening Cleanser • lemieuxskincare.com 5. Ecologica • Soapless Cleanser • ecologica.com 6. Caviar of Switzerland • Micellar Water All-in-one Cleanser • caviarofswitzerland.com 7. Nature Pure • Sulfur Botanical Soap Wash • naturepure.com 8. Saian • Active Cleanser • saian.net