The Social Spa

2021 Spa Marketing State of the Union

December 31, 2020 Danielle Pastula Episode 13
The Social Spa
2021 Spa Marketing State of the Union
Show Notes Transcript

If 2020 taught the spa industry anything, it’s that our physical reality has fully embraced the digital world as a primary form of communication, connection, and customer service, and whether you have an e-commerce side to your spa business or not, it’s critical that you feel equipped and knowledgable about growing your audience and connecting with them online. 

In this episode, I’m distilling all of my top findings from this year’s top marketing reports plus my own experience behind-the-scenes with my clients to bring you a 2021 State of the Union in Spa Marketing so you can focus on the strategies and tactics that are going to bring you the biggest bang for your buck. 

In this episode, you’ll learn:

  • The top 5 digital marketing strategies and channels to focus your spa marketing efforts on in 2021
  • My top tips for selecting the best channels to focus your content creation efforts on plus tips for repurposing your content to save you time and energy
  • Various ways to make your spa more marketable in the digital commerce landscape and considerations for getting your products online in a way that makes sense for your brand and goals 
  • Two strategies that are critical for providing excellent customer service online that will help drive conversations, sales and referrals 

To read the full show notes for this episode, connect with resources mentioned, and view the transcript, click here

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Hey there, and welcome back to the Social Spot podcast! My goodness, if you are listening to this, thank you. Because I took a very, very long hiatus from this podcast, and you probably don't have to guess why — it was all due to 2020. So last I published an episode was back in spring and everything just I lost all child care. 

Like, I don't even have to explain what happened because I know what happened to a lot of you. Business shutdowns and homeschooling. Thankfully, I was not homeschooling because my kiddo’s not that old yet, he's still a toddler.

But regardless, I was in full mom mode and keeping up with client work.

And, you know, like many others this year had to really look at what do I have time for, what needs to be at top priority and home safety, family safety and personal well-being, and keeping clients together and keeping commitments there was top priority. So now that I'm in a state of returning to a sense of normalcy, another update that happened in 2020 was I moved to Japan.

So my husband's in the military and we had a move that we knew was coming and that move was overseas. So that has been a big shift as well.

So yeah, 2020 has been a big year of change and really seeing how much there is to be grateful for, which I've always been grateful for. But just having it be so much more apparent, but also just realizing what's really important and what really makes me tick in terms of the work that lights me up and what kind of business I want to run, the kind of people I want to serve. And really not much has changed there other than I think stepping into that role of business owner.

Nonetheless, I would love to hear where you're at in the 2020 journey now that this is airing. And we've kind of gotten through everything for the most part in terms of 2020, I still think early 2021 is going to bring us some more of a “to be continued story.”

However, I also think that there is a lot of light and hope and good change to come on the horizon. Very optimistic about that. 

So with that said, let me know how you're doing these days. I would love to connect with you and just hear what you're up to, what you've learned, your big takeaways from this year and what you're really going to be doing headed into 2021, which is all of what I'll be talking about today, which is kind of a state of the Union of 2021 marketing specifically for the spa industry.

So 2020, along with everything else that I've just mentioned, was a huge year for marketing. Consumer behavior shifted like never before. New things have rolled out in the online landscape that were not really set to come out until maybe a little bit longer, but they got pushed to the forefront. And I'll go into more details on that in a second. But I feel for being a rather slow year, a kind of warp speed year when it came to the marketing industry and how certain things have been really ramped up this year and then how it's going to play out in 2021. 

So in this episode, I want to go over I kind of the top five things that I am seeing both in industry reports that I read as a marketer. These are not reports that I would recommend you read, because unless you are also a marketing nerd, they are going to be super, super boring and super, super long. Some of the big social media research companies and tech forces that do consumer research like to come out with their big end of year reports.

I always read those because I like to see what the data is showing. And what I'm going to be sharing with you today is a mixture of what is in those reports that I've read, along with what I've actually personally seen, change from a behind the scenes marketer perspective and with my experience, what I can bring that forward for you as to some core things, I think you should be focusing on heading into 2021. 

So first thing, video marketing, and I'll be honest with you, this is nothing new. I did kind of a State of the Union blog post going into 2020 and video marketing was my top thing then and it will continue to be — video is just the top preferred medium that people like to consume. And I think it's become very evident through some of the things that have really taken off this year. Things like TikTok and the introduction of Reels on Instagram.

Those introductions are evidence that video is reigning supreme right now. And when it comes to live streaming, live streaming is still really big over on Facebook, even though Facebook is not getting as much of the attention. These days, in terms of social media marketing, it's definitely still very powerful on Facebook to be live streaming on a consistent basis. So if you are at all looking at what type of content do I really want to be creating this year and what do I want to do if I'm going to spend the majority of my efforts on some form of medium, make it video. 

You know, there's that 80/20 rule that 20 percent of what you're doing is bringing 80 percent of the results. 

If you can make 20 percent of your activity, that video-focused content, you will see large results because of it. 

And that can mean also scaling back on some of the other things that maybe you've been doing that you're not quite sure if it's been getting traction for you. So if you've been posting a lot of stories or photos to your Instagram feed, for example, and you feel like those aren't necessarily getting the traction you'd like, start re-prioritizing that time, that you would be creating maybe some graphic or photo based post or stories and start making the video focused.

And I guarantee you that with few months time of consistency there, you will see that the videos do bring you better reach, better engagement. And the reason for that is because video is a unique form of media and that it allows someone to really get a full scope of who you are. They can see you, they can hear you. It really is like the gold standard of being able to build that know, like and trust factor because someone is able to kind of feel like they're in the room with you.

And if you're live streaming, then it definitely feels like that because they can interact with you in real time. So when it comes to your video marketing, definitely explore Real's. That's one of the best forms of reach that you can be getting on Instagram. Currently, as of recording this, which is early December, TikTok is still hot and I don't think TikTok is going to be going away any time soon. TikTok is definitely skewed towards a younger demographic, though.

So if you have to know your ideal client and you have to know where they're hanging out online and decide where you going to focus your time and your efforts and your resources. So essentially what I'm saying is pick the video channel that's going to make most sense for you with what you have to give to it. Reels is a good place for that or live streaming. Another video channel just to bring this up is IGTV. IGTV is, I think, finally hit its stride a bit.

I had a bit of a bumpy start when it was first introduced a couple of years ago, and that was purely because Instagram made the move of putting it into its own separate app. And then I think they realized that was a big mistake and then they integrated it into the normal Instagram app. So it's definitely gaining traction as well.

And if you're kind of like, what's the difference between a IGTV and a Reel and a story — like what's the difference between all these things a real you can do at the time of recording? I believe these will get longer, but at the time of this recording, you can do a Reel that is either 15 or 30 seconds long. You can post a video, just a straight pre-recorded video in your Instagram feed that is up to a minute long. Your IGTVs can go up to ten minutes long or even longer.

I believe some accounts have the ability to post longer videos. I think ten is more than enough time to get what you need to showcase across. However, through the Instagram app, you can also go live on Instagram and when you're done live streaming, turn that live stream replay into an episode. So there's definitely ways that you can leverage your time to make it most advantageous for you. And I think one of the best ways to do that is by going live on Instagram and turning it into an episode.

Super simple, no editing required. Just you go. And the expectation is that it's not going to be polished and perfect because it was initially a live stream. So it takes a lot of the pressure off of you as a creator.

Now, let's move on to the second area that I think needs to be really focused on for 2021, and that is ecommerce. So I know e commerce is a whole separate business model that as it ties into marketing the spa industry, I think basically just the fast forward button by about five to ten years this year. And I say that to me, not a lot of local spa owners. And maybe this resonates with you. You've been used to serving your local community and having people come in.

And then the shutdowns happened and it was that quick scramble of I've got to have stuff available to purchase online curbside deliveries, things like that. Online is the way that people know and like to shop. There's a reason why Amazon is the largest e-commerce store in the world, and it's because they make it so easy.

Now, if we don't want your clients and customers shopping on Amazon for their skin care, which we know we don’t, 

And if you want that to be true for you, that means that you have to compete with Amazon.  

And by competing with Amazon, I mean, make it easy for your clients and customers to order from you, make it convenient, simple, and allow it to show up right on their doorstep. People are used to that now. And if we have to go take that extra step of going to the location to pick something up or coordinating a time with you, it's creating these roadblocks and barriers that is going to prevent the purchase from happening.

So if you did not jump on the e-commerce bandwagon, I would encourage you to look at doing so even if you are not planning to do. And I know I'm going off on a little tangent here, but, hey, this is a State of the Union, so that's par for the course.

Right. But when it comes to e-commerce, you can kind of go down two roads. You can say, I want to build out this e-commerce arm so that my current clients and customers have an easy way to order and reorder from me where I don't need to be involved in the process. That is very simple to integrate probably into whatever current site that you're on, although I do think that some sites make it a lot nicer. So Squarespace, for instance, I think if you have not built out a nice, beautiful website for your spa, Squarespace is one of the best platforms to be doing that because it's easy to manage on your own and it's easy to keep updated.

Comes mobile optimized right out of the box like it's just got a lot of great things going for it.

And e-commerce is part of the Squarespace platform, and it's robust enough to handle a local businesses e commerce store.

Now, if you're on the side of the coin where you're going, I would like to do e-commerce and I want to go big. I want to offer virtual consoles to anyone, anywhere. I want to be able to sell to people nationwide. I want people in totally other states being able to order from me. You're essentially expanding your market share. If that's you, I would highly encourage you to have a separate brand for that e commerce that is not tied to your local store.

It's confusing for someone who is not in your local area, who shows up on a website and goes, oh, this is a spot located in Miami, never mind. And even though you can still ship to them, it's confusing if someone thinks that they've stumbled upon the wrong site. So I think if you're trying to appeal to that more large nationwide audience, you need to have that separate brand. And I really think building out on Shopify is the way to go there.

Shopify is the top echelon of e-commerce platforms and it is easy to manage once you get over that initial learning curve, which isn't too big of a learning curve, but it's a little bit more than your Squarespace site. In any case, the reason why this important kind of circling back around to this development and marketing sites like Instagram and Facebook have made huge strides in their e-commerce integrations this year. And it's because they realize that e commerce is the only way that local based businesses were going to really stay alive throughout this pandemic, which is why we saw the introduction of Facebook shops and Instagram shops rollout in I believe it was about midsummer.

And that was really an effort to help local based businesses be able to get their products out in front of their audiences more easily.

Now, your Facebook or your Instagram shop is not going to take the place of an actual e-commerce website or Shopify. So do not get that confused. 

You still need to have your online shop that you own. However, the integrations that social media platforms like Facebook and Instagram are interweaving into their interface is going to make the customer journey shorter. People will be able to discover your products much more easily. They can browse without ever leaving the app they can actually purchase potentially without ever leaving the app.

Facebook and Instagram are starting to and this is something they will continue iterating on and rolling out into 2021, which is one click pay buttons where someone can actually make a purchase of a product directly on the Facebook or Instagram app and not need to go to your site at all. Now I both love and hate that. I love it for the fact that it's going to make purchasing super simple. I don't love it in the fact that Facebook and Instagram will get a slight cut of that purchase, that that's the cost of doing business.

And that's where you really have to be smart and your follow up purchase strategy. And actually I will speak to that in one of my later points that I have here.

But essentially these e-commerce capabilities that the social media platforms are rolling out are a really great entry point.

They're a great way to get new eyes on your business, new eyes on your products, get more exposure, get that initial purchase, because the first purchase that someone makes with you, whether it be booking a treatment or purchasing a product of an e-commerce store, honestly, this goes with any business. The first purchase is. Always the hardest. It's that first time that someone's taking a bet on you and taking a bet on what it is you're offering to see if it can really solve their problem and service them in the way that they're going to get what they expected out of the transaction.

So that first purchase is really the hardest hump to get over.

And once you've done that and you have continued with nurturing the relationship and making sure that you're really providing exceptional client experience and customer service, then on the back end we can get to a place where your customers aren't purchasing through Facebook every time they're reordering. So I really just want to keep that in the back of your head. If you're like I do not like the idea of my clients purchasing my stuff on Instagram. That's not what I want. It's not the experience I want them to have.

Totally hear you. And I agree. However, if it's just them getting through that initial purchase to be able to say I'm officially a customer, that's still good for you, and we can make sure that they move further along in the journey after the fact.

In addition to the shop's features and one payments, something I am actually super excited to see roll out whenever this does happen is Instagram and Facebook have talked about that they are going to start introducing a live streaming product tag. So you have likely seen in Instagram, you're scrolling through your feed and you'll see little dots on a picture.

And if you tap it, it's where a brand has tapped the various products that they have available in their shop. Those tags will start becoming available in live streams. So before you go live, you will have the ability to set which product tags you would like to appear on your live streaming video. That way, if someone starts watching your video and seeing what you're talking about, maybe you're doing a tutorial or a demo or educating somehow about this product, you can have the product tag right there.

So if someone's like this sounds amazing.

I mean, it's basically like New Age QVC, right? I mean, if you're older than the age of 30, like we all know what Home Shopping Network is like and what QVC and late night infomercials are like, I'm sure they still have those channels alive and well today and that there's still people who shop them. But that's definitely kind of the old school shopping mechanism. And so think of it as like New Age QVC via your smartphone.

Now, the one thing I want to point out is let's not sell like we’re on QVC.

Let's make it a lot more about the content and the education and making it fun. And actually, this reminds me of I don't know if anyone remembers what what was it called, the Ron Q whatever was set it and forget it and you would get sucked into that infomercial. It would be like a thirty, forty five minute infomercial where they'd be cooking meals. And it's because they turned it into a cooking show where they were demonstrating how this thing works.

They're telling you how much time you're going to save. And by the end of it you're like, I want this, set it and forget it Machine like this sounds amazing. My life is going to be so much better. How have I ever lived this long without it? It's kind of the same thing with live streaming or with producing video content where you're educating and you're showcasing the value and then, oh, hey, here's a tab where you can buy it right here.

So think of it along those lines.

Now, moving on to the next section, your deals and the strategy.

So something that has been continually becoming more advanced is messenger marketing. And this can be actual chat bot type of messengers.

But I'm talking more of like a simplistic keeping up with your clients and their questions through D.M.. So in 2021, we will start to see all of our messenger apps across the Facebook and Instagram interface start to become integrated. I don't quite know what they're going to call it. I assume it's still going to be messenger. But essentially you've got your Instagram DMs, you've got Facebook Messenger, and then Facebook also has their app, WhatsApp, which is a messaging app.

All of those messenger boxes are going to fuse into one mega messenger box. And this is actually a really good thing for business owners because it's helping consolidate all the various places that you could potentially have clients or customers trying to get in touch with you, ask you questions, build a relationship.

So it's really important going into 2021, thinking about how am I going to ensure that as I am engaging on social media, as I'm building relationships with people, as I'm commenting or as I'm producing Instagram stories content and I'm adding the “DM Me” sticker, which, by the way, if you didn't know there is a sticker and Instagram stories that you can add that says “DM me” highly encourage you to use it. It's a great way to start one on one conversations.

You want to have a little bit of a game plan in place for how you're going to leverage your messenger conversations to lead someone to a booking. So maybe it's figuring out how often per week you're going to make a call to action on one of your social media posts, a direct message call to action. Or maybe you're going to decide I. I really would like people to feel that they can reach out to us at any time. I'm going to embed the Messenger app on my website so that it can feel like there's always someone available to answer their questions when they need it.

You've likely gone to a website like this and there's tools that allow you to do this, like many chat, but you can have these chat bubbles.

And even if you're not online at the time, it'll say, hey, we don't have a representative on right now, but leave your message and we'll get right back to you as soon as we're back in the spot or as soon as we're back online. This is just a really great way to ensure someone like, hey, I'm here if you need anything. It's kind of if I can equate this all to real life experience. Just how I said if we all remember the QVC commercials, this is essentially the same as when you walk into a store and you're maybe doing some gift shopping or you're browsing for a new blouse to wear to an interview or something like that.

And you walk in and there's the sales associate that says, hey, can I help you with anything today? We always love that sales associate. That's like, hey, thanks for acknowledging me. And sometimes you're like, yeah, actually, do you have anything for this? And you really would like some guidance that way. You don't have to spend 30 minutes in a store trying to find what you're looking for. Other times you're in that mood where you go, no, I'm just browsing.

It's a really nice way to be that non pesky sales associate that says, hey, can I help you with anything? If not, no worries. I'm here whenever you do need me, and otherwise I'm going to let you shop. It's really that same sort of feel when you can have that integrated onto your website and you can do that with the Facebook Messenger app so that any time someone is typing something into your chat bubble, it goes through your messenger app.

So just to do a quick recap, State of the Union recap video marketing as one of your core content pillars, e commerce, integrations, and really considering making that a serious part of your business and then making sure that it is fully integrated across your social media channels and then your strategy, making sure that you have a game plan for building relationships through a messenger box because people really aren't building relationships via email in that conversational back and forth. However, email is still important, which brings me to my next item, which is email marketing.

So maybe you have heard that email marketing is dead. I don't know who keeps saying that, but it's not true. I will tell you that it is very much alive and well. And actually, over the course of 2020, email marketing got a big resurgence because people are spending more time looking at content. And that's partially because we're spending more time at home these days and people are looking for things that are not so distracting as they are in the news feed.

So whenever you're in your social media feeds, you've got multiple status updates, you've got breaking news. It's kind of busy, right. And an email newsletter box. You have the ability to focus on one piece of content that you actually decided that you wanted to see because you signed up for that email list. So a little bit more personalized and it's much better at driving a conversion. So I looked into some twenty, twenty one stats.

And for the beauty, personal care and spot industries here, some basic statistics for you. So the average open rate in our industry is sixteen point six five percent and the average click rate is one point nine two percent. Now, you might be like those numbers mean absolutely nothing to me. It's fine. I will tell you what they should mean. So essentially, you're open, right? How many people open your emails? You might be thinking sixteen percent.

That's nothing. I realize that sounds like nothing. But I will tell you, if you are consistent with your email marketing, you will have a higher open rate than that. And if you have good quality content in your email. So I'll touch on these things in just a moment, but I will just say sixteen point six five might be the industry average.

I see open rates much higher than that with clients who take email marketing seriously. Average clicks one point nine two again seems super low, but honestly, that's pretty standard. And if I'm going to give you some real kind of numbers to make sense of those statistics, let's pretend you have five hundred subscribers on your email list. That means the average opens that you will get based on that average open rate is you will have eighty three people open your email, OK?

Eighty three people imagine. Eighty three people in your living room. That's a lot of people. So it may not sound like a lot, but eighty three people purposefully opening your message is a lot and it's a missed opportunity to not be getting in touch with those people. So from those eighty three opens, you have one point nine to click. So nine point six people, which of course there's no such thing. So let's just say nine people clicked on that email.

That's nine people who decided to take a secondary action off of your email to click into something further. That means they are interested. So whether your email is sharing your latest blog post or you sharing your latest offering, service, treatment, promotion, and they're clicking. Over to see more about what it is they are interested, there are a hot lead, so imagine that only two of those people from the nine convert into customers. What's your lifetime customer value?

If you have a lifetime customer value of several thousands of dollars because they become a regular client or they get put on a treatment plan which equates to X number of dollars spent in retail every other month, you're talking a really good return on your email marketing investment. So when you're doing email marketing and if you're seeing numbers that you're just like, oh, this seems like nothing's happening and why does it matter? You should stick with it because it really does pay off in the long run.

And I will say to you, it's nice when you can have an email service provider that directly shows you what your return on investment is. So one email service provider I really like is Omni Send. Omni send is great for anyone who does have e-commerce integrated into their business model and it can show you exactly how many sales have been directly attributed to your email marketing. And I will tell you that that makes keeping up with your email marketing real easy when you can see exactly how many dollars you're getting off of sending regular, consistent, high quality and high value emails.

So let's talk a little bit about what you should be emailing. And I'm going to do a whole nother episode on email, but I just want to touch on this quickly. Your emails should not solely be a here's my new special book, Me. Here's my new product, Buy It. Here's this new saving's. This is on sale. That's not really showcasing your authority. It's not building trust. It's not building the relationship.

You want to make sure that you're doing a really good blend of building your authority as an aesthetic expert, showcasing value, giving your audience member something to be interested in, entertained by, give them something that will help them learn and trust you as the expert. And then as you continue taking that action, you can then interweave things like, hey, we're running a promotion for this, or, hey, we just introduced this new treatment. It's now available for booking.

You can start making more of those direct calls to action and not have it be a constant promotional type of email that you're selling. We don't want to be the I don't know why I always think of Banana Republic.

I think that's like the first big brand name I ever signed up for an email list because I was coming out of, like my first year of college and I was wanting to get some internships and I needed to have nice professional clothes. So I went to Banana Republic and they said, hey, if you sign up for our credit card, you'll get like some insane savings. So of course, I signed up for the credit card and I started getting their emails.

I'm pretty sure they sent three emails a day trying to sell you something. We don't want to be those people, obviously.

However, on the other hand, we don't want to rail against that and go the complete opposite direction and only send one email a month that talks about our latest service offerings and specials.

We want to find the nice, happy medium of honestly, I think once a week is a really nice cadence for staying in your audience's inbox so that they don't forget about you making sure you're providing them value on a regular basis and being able to pitch them on a regular basis as well, because you're staying in touch with them more frequently and you're not just showing up in their inbox when you have something to sell. The other thing I want to mention is, in addition to those continual emails that you're sending throughout the year that are based on your timely promotions, having email sequences that run in the background and do the heavy lifting for you is super crucial.

So if you don't have a welcome sequence set up yet in a welcome sequence is just a three to five email sequence or I should say three to seven. It really depends on your business model and what you're promoting and what you do for your clients. But anywhere from the three to seven welcome email sequence that really introduces a new subscriber to you, your business, what it is that you can help them with speaks to some of their pain points and how you work with your clients and then actually inviting them to see you.

So when someone first signs up to be your subscriber, that is when they are the most primed to take action. So definitely not beating around the bush and being like, hey, you signed up here for a reason. Here's some value I have to give here. Some things you may want to know about me. And also, if you're interested, here's how we can work together. Another statistic for you. Welcome. Emails have on average a ninety one point four percent open rate.

So compared to sixteen point six five, ninety one point four is very, very high. And it's because it's the first touch point that an email subscriber is getting from you. They're expecting the welcome sequence. This is where it's really nice to have some sort of a lead generator in front of your emails. And when I say lead generator, that's something along the lines of a quiz.

Maybe you have a skin care quiz or a skin type quiz. Maybe you have a free PDF with some information or you have a free. Something that gives someone value for free, but in exchange for that, they have to give you their email address. That's called a lead magnet, but that's essentially the lead generator. And then on the back of that, you're sending them a welcome email sequence to deliver that lead magnet. And then you are able to give them an immediate value push, followed by an ask where you're asking for them to book or purchase something.

So along those lines, what you're doing with email sequences is you're essentially creating an automated email journey. Now that's on the back side. So someone has to become a subscriber first in order to follow that email sequence journey. On the flip side of that, and this is my fifth and final thing that I think all spot owners and aesthetic experts should be focusing on for their 2021 marketing is everyone needs to have a funnel. Our world is so busy now and our media is so busy.

Our news feeds are filled, our brains are tapped out. We see so many messages a day.

Funnels are really paramount for for lack of a better word, funneling someone through a process so that you are eliminating distractions and you are moving them closer to becoming a client or customer of yours.

So if you can actually think of a funnel where you've got that wide mouth opening and then it comes down into a tiny spout so that maybe you're pouring water into a bottle, the opening of the funnel is the largest part, and that's where you're getting leads in. So this can be social media content that you're drawn people into your lead magnet, or maybe you're bringing people into a blog post or some specific type of content and then you're bringing them a little closer.

You're trying to get them on your email list. You're trying to get them to reach out to you to book that free virtual console.

Then from there, they come in closer. Now they're on your email list, or now maybe they're on your schedule for a free console. This is where you then foster the relationship. You start to have more of that one on one conversation, whether it's through an automated email sequence or through an actual, like, real life conversation.

And you're able to really assess how you're best able to serve your potential client. And that's where you can then start making some more customized recommendations for what they need to solve their problems and their pain points. So a funnel is just a fancy way of saying a customer journey, but the way it's built out online is to eliminate distractions. So by getting someone onto your email list, you're ensuring that you're showing up their email box every week rather than putting it up to chance that they will see your social media contact.

Because we all know that we don't own our social media, but we do own our email list. Anyone who upson for our email list is a contact that we are then allowed to email whenever we want. So really making sure that you're getting ownership over some of that data so that you can continue building relationships and funneling them in toward the sale so that they can really see what's the exact thing that is going to be the best fit for me. So the other to kind of put this in another lens as well, something I see a lot on social media as people post about a product that they're carrying or a treatment that they're offering and they go go to my website to book.

If I go to your website, where do I have to go to find that specific treatment? Where do I have to go to find that specific product to look at further? You always want to be pointing someone directly to the thing that you're talking about and offering in a funnel is a nice way to lead someone there. And of course, you don't necessarily want to have funds for every single product you offer because that can become quite cumbersome. That's why I really like to focus on that top level, top of funnel activity as being not so much about individual products or individual treatments, but rather about the bigger thing that you're selling.

So are you selling getting someone on a treatment plan? Are you selling a membership or are you selling a specific skin care regimen, thinking of ways that you can kind of make it broader scope and then you have an easier time funneling someone in towards that sale because it's not.

So here's another thing. It's more of that bigger brand play where you're positioning yourself as the brand expert, the aesthetic expert. And these are just the things you offer that I can tell you more about as I guide you toward the right thing for you, if that makes sense.

If you have more questions on funnel, sales are a super complex process, especially when it comes to really building out the strategy of it.

And when I say super complex, I guess I shouldn't say that because you can get it. But it's not like just a one piece here, one piece there. There is a strategy to it and its nuanced. It’s not like there's a one size fits all strategy that works for everybody, but there are definitely some funnel maps that tend to work best for local brick and mortar style businesses, aesthetic businesses and e commerce based businesses.

So if you have questions on that, I would love to hear them and I'd be happy to create more specific episodes because those are episodes in and of themselves.

And yes, so quick recap, video marketing, e-commerce integration, SDM strategy, email marketing and building out a funnel. Those are going to be things that you really want to focus on in twenty, twenty one. And the good news is, is that if you focus on this for the whole year, this is stuff that really can carry you for a long time. If you put your foot on the gas with some of these newer things that are rolling out and really embracing consistency in some of these areas that are really tested and true, like email marketing, you will find that the traction that you gain with them and the return on investment that you get makes it a no brainer.

So, again, if you have any questions for me, let me know.

You can send me a DM over on Instagram at, or you can join my free Facebook group, The Social Spa Society, where you can ask questions or get feedback.

And I'd be happy to chat with you there. All right. Thanks for listening, bye!