The Social Spa

Choosing Your Spa's Best Core Content Channel to Build Authority and Drive Traffic

January 14, 2021 Danielle Pastula Episode 15
The Social Spa
Choosing Your Spa's Best Core Content Channel to Build Authority and Drive Traffic
Show Notes Transcript

One of the most critical marketing strategies for any spa or beauty business is content creation. Content is what allows you to demonstrate your expertise and your work, build authority and credibility, and educate and entertain your audience so that you can attract more of your ideal clientele to your spa.

Now, that's a pretty wide-view lens of content, and the reality is, there is no shortage of places to publish, post, and stay connected. In fact, there are so many places to publish content that it's actually overwhelming for most small business owners, but I'm here to share with you that it doesn't have to be!

In this episode of The Social Spa Podcast, I'm sharing the concept of a core content channel and how you can use this singular strategy to drive more traffic back to your site and work hard once. 

In this episode, you'll learn:

  • What a core content channel is and why it's helpful to focus on a singular strategic channel for your spa business 
  • My top tips for selecting which core content channel will work the best for you and how you can leverage each key core content channels to get the best juice for the squeeze 
  • How each type of core content channel can support you in building authority and credibility plus drive traffic to your website and act as a sustainable marketing engine

 Click here to join The Social Spa Society Facebook group and connect with me on Instagram

You became an esthetician to change lives, not to spend hours trying to crack the code on the latest platform change posting feature or algorithm shift. But here's the secret. Social media doesn't have to be a total black hole of distraction. And you don't need to be a professional marketer to be good at it either. Welcome to the Social Spa podcast, where citizens and spot owners come to learn how to simplify their social media marketing. My name is Danielle. I'm a sports, social media and branding strategist, and I'm here to teach you everything you need to know about social media for your sport, whether that's growing your clientele, selling more retail or expanding your e-commerce empire.

Let's simplify your spa’s social starting right now. 

Hey there and welcome back to the Social Spot podcast, so happy to have you here listening with me today. Hope that this recording finds you. And today I want to dive into your core content channel.

So you may have looked at the title of this podcast and thought, what is my core content channel?

So my philosophy around content is let me just preface this by saying I really believe in working hard once, and that means creating these core pieces of content that work really hard for you over time.

So even though I talk a lot about social media and obviously like my business is called the social spy, I love social media, it's fun. I like the community and the engagement and I like the discoverability and just it's a totally different ecosystem. And it's New Age entertainment. And I love it. But from a marketing perspective, social media is very important.

However, I think that the foundation of marketing, especially when it comes to content marketing, which social media marketing is a form of content marketing, the foundation really needs to lie and a core channel of content. And that means having these pieces of content that are more greater breadth and very in depth and a little bit more than what you get in a social post.

So a social post. Yes, you can do kind of a micro blog and an Instagram caption. You can be doing stories every day.

But at the end of the day, there are little ephemeral. They kind of go away. Things phase out of the feed after they've been in for a few hours or even less than a few hours on Facebook. But things don't stick around for a really long time on social media unless someone is coming back to your profile and really searching for those things, which they do, you absolutely can be creating content on social media that people go back and refer to.

They can save your post. They can go scrolling through the highlights on your profile. Not to say that there is not content that people return to on social. However, if we're talking about content that is going to drive search engine traffic and be these more pivotal pieces of content that move someone further down their customer journey, that's going to be more of your core content style. So things like blog posts, things like podcast episodes or YouTube videos or some form of a video channel, whether that be a live streaming show that you do on a weekly basis, and then you put it somewhere that's a little bit more permanent, like your blog.

So what I'm going to do is with these three core content channels, I'll kind of break each one down, give you some pros and cons to think about and why one might be a better fit for you than potentially another. But in any case, if you are serious about marketing your business, having a core content strategy is really important. I think being visible on social media is equally important. However, you're it's kind of short game versus long game.

The core content is not going to just naturally get eyeballs to it right off the bat. It's a little bit of a slow burn for to drive people to that core content. However, they can really exist as this body of work that really get someone engaged with your brand, getting them bought into your process, your philosophies, your you as the aesthetic expert. So versus the social content, which is a little bit more quick hit, quick bite.

A little easier to forget because there's a lot of other content happening around social media.

Social media also serves as the really nice traffic driver toward your core content channel, so that essentially it makes social media content really easy because you can focus a lot of your social media content on driving traffic to the bigger piece of content that exists at the core. So with those three styles, let's kind of dive in deeper. First, we have blogs. Blogging is not new. It's also not as exciting as it once was. Blogging used to be like the go to thing that businesses did in order to try to generate traffic, get people onto their site.

Still a great method of getting traffic because Google still really loves text and blog posts will absolutely help you get your site up and rankings. If you're targeting the right keywords and you're really connecting your blog posts to the next part and your customer journey. So connecting it to email lead forms, getting people onto your list or then pointing them towards your various offers and products like services or tagging products that you have any.

E Commerce store, those are things you want to be weaving in to things like blog posts, and if you are a writer first and foremost, like you do well with writing, you tell great stories through writing.

Blog posts are still super lucrative. And I would just ensure that they're not so long that someone can't get through them.

People have shorter attention spans now more than ever. So having a five thousand word blog post is really hard for someone to get to. You really don't need blog posts any more than six hundred words I really like. The six hundred thousand word range is a minimum and then for a maximum maximum, anywhere from fifteen hundred to two thousand words is kind of my upper limit of a blog post, although I've definitely written longer blog posts than that and kind of chunked them out.

You have to be a little bit more methodical in how you break them down. But all that to say you don't need to be writing the next great American novel to make a blog posting work for you.

They can be these shorter posts that maybe integrate some photos and quick videos that you pull from your social media to integrate into your blog posts and give it a little more visual excitement. And that can be a great thing to point your people back to when you're sharing content on social media that if they want to dive in deeper, if they want to learn more, if they need more details, they can head over to the link in your profile and read the blog post about it.

Then you've got podcast. So podcasting has really ramped up and has become a very popular core content channel, especially in the last year.

And that's partially because it's a little easier to create a podcast from a time perspective. Right. You're just speaking out into existence.

And it's if you're not someone who's really a great writer, it can be much easier to just speak out your thoughts and it can feel like you're saving a lot of time versus agonizing over a blinking cursor in a blank document. Right. However, it still takes time. And that's because you've got to do the tech set up of getting your podcast together so that it can actually get into a podcast feed. That's a whole nother process, recording the podcast, putting it all together for editing, getting it uploaded into your host.

So there's a process to it, just like there is with blogs. You've got to produce the content format, the content, upload and schedule the content and get it out. It's kind of the same no matter which core content channel you're going for. But really looking at what elements are going to be easiest for you. Personally, I love to write. I enjoy writing. I think I'm a pretty good writer, especially given my job. I do copywriting, so I hope I'm a good writer.

But in any case, I have chosen to go the podcast route because at this point in my business life, it is easier for me to sit in front of a microphone and speak and organize my thoughts this way versus typing them out. It's just a quicker form of content creation for me. So this is the avenue I'm going toward.

If you're someone who does really, really well in conversations with people, doing an interview style podcast could be really exciting and something I also want to consider a question that might be coming up for you right now is a podcast does sound nice, but like what am I going to talk about all the time?

You don't need to produce a 20 minute, 30 minute hour long show every week. It could simply be ten minute quick hit episodes that you do once a week. Even a quick bite content is stuff that people are excited to listen to. And that can be really helpful for your ideal client. And if you're thinking, OK, I like that idea, but I also don't know if I just want to talk about skin care. You can branch out into these ancillary topics that kind of coincide hand-in-hand with skin care, things like beauty topics, things like wellness and self care.

So a podcast platform gives you a little bit more room to umbrella your content out a bit where you're not specifically focused on skin care. And if you have an E site of your business that you're really wanting to make bigger, I think a podcast could be a great way to expand your reach because podcasting on a global or national level is a little bit more widespread versus local podcasts.

While they do exist, you may find that that's not the best fit based on where you live. It really just depends on your local market.

In the last place I lived in Jacksonville, Florida, we had a couple local podcasts and actually one of them that I can think of was the girl from the morning show on one of the more popular pop today's hits type of radio stations. She had her own podcast and obviously she's well versed on a microphone.

She works at a radio station and she would interview local business owners, interesting local people in the community and.

That was a great way for those business owners to get exposure, so even if you're thinking, OK, podcasting sounds interesting, but I really don't know if that's the core content channel for me.

Still be thinking about. Can you guest appear on other podcasts?

Are there local podcasts in your area that you could be featured on, that you would get in front of a lot of local listeners? So that's something to think about as well.

But if you're curious as to what a podcast entails, highly encourage you to go check out Pat Flynn, Pat Flynn and I'll put links in the show notes.

Pat Flynn is the host of the Smart Passive Income Podcast. He's been podcasting for years and years and years, like OG, one of the first guys out there with a podcast. And his whole philosophy around podcasting for your business is one that I follow so highly recommend, if that's interesting, for you to go dive in deeper into his content. And he, I think, even has an intro course for podcasters.

I did not take that course, but I know some people who have and have good things to say about it. He kind of teaches you how to get set up on a podcast, how to decide what your podcast is going to be about. Really great resources. And honestly, searching through his podcast episodes is a great place to start. Then we've got the final element of your core content channel, which could be video. So I actually spoke to this in my last episode.

So go listen to that if you haven't already about the three types of video that you want to be featuring as part of your your marketing plan that was really focused more so on social media marketing videos. However, it can absolutely apply to your core content. So let's say, for instance, you want to do a weekly live streaming show and it's going to be educational and you're going to talk skin tips and you're going to really focus on maybe every month there's a new topic you're focusing on.

I think that's a great way to create video content in a way that's easy, relatively fast. Live streaming is a really great way to not be worried about the Polish and perfection because it's live streaming. People don't expect it to be that way. You can pull that video down off of your live stream, pass it off to an editor who can kind of brush it up, maybe put in some transitions, cut out some of the ums in the OZ and make it a little more polished.

You can upload it on YouTube, put in a keyword rich title and description. That way you're getting some of that search engine optimization juice out of YouTube because YouTube is owned by Google and then embedded into a quick blog post where you put your description as the show notes in your blog post.

So that's a little bit more of an involved strategy as well. It requires a few steps and kind of moving some content around the as you can see, you can absolutely make these things easier for yourself by finding the content form that's going to feel easiest for you to produce based on your creative style. If you're someone who really doesn't like being in front of the camera, obviously video may not be for you. I still highly suggest you get comfortable in front of the camera, even if it's for sure social media videos and just kind of suck it up.

And the more you do it, I promise, the more confidence you get. It takes that practice not warming up. And it will feel weird just talking to your phone by yourself for a while, just in the same way that it feels weird sometimes when I sit here and realize I'm just talking to a microphone, but I know you're on the other end listening. So I put myself in that headspace of who am I talking to right now and what do you need help with?

And how can I use my skill set and my expertise and my experience to guide you through making some marketing choices for your business and guide you through some information that you may not know because you're not in my industry. So with those things in mind, find the type of content that's going to feel more natural to you and get started there. Nothing says you also can't integrate new elements into your core content channel. So let's let's kind of make this a two point show and I'll just kind of tie a bow on this with that.

Let's say you want to start out with a pre-recorded video. You feel better about not being alive and being able to just kind of do it and do multiple takes.

I would encourage you to sit down, get your video, just go get through it.

Either learn how to edit things yourself or pass it off to an editor through up work or fiber or another virtual support company.

Have them edit together a video for you and have them edit it in such a way that there is a long version that you're going to upload on YouTube and a couple of shorter clips that you can post over on social media. So a one minute clip you can post in the feed, maybe a thirty second clip you can post into reels, another thirty second clip that you can post into stories that way you've got. One core piece of content that's doing multiple different things for you, then you can take that big longer video uploaded to YouTube, you're going to go over to your blog.

Maybe you want to embed the transcript of the video because that's text. And Google likes being able to read text. You're going to maybe put some show notes with the site description. And when I say show nose's or things like here's what you're going to learn in this episode, give someone a reason to watch or to listen or to read, tell them what it is they're going to get out of it, maybe hit a few bullet points of what you cover and then you can have the transcript afterwards, if you'd like or not.

Again, just having some form of text in that blog post is going to be important. And then you've got how many pieces of content, like five pieces of content. You've got a blog post that you can point people toward that you can also put an email often form on your blog post that gets people to sign up for email list after they've watched the video and they've gotten to know you a little bit better. You've got a YouTube video that's getting traffic over there based on keywords.

If you've done some research on what keywords people are searching for, and that can be racking up views and pointing people back over to your website or to your lead magnet for your email list, then you've got clips that you can be sharing on social media that you can be pointing people back toward the blog where the longer video is embedded. And again, you're getting traffic over to your site, which is important for one, getting people over into your universe so that they can actually learn more about your products and your services.

And then from there, you have a whole bunch of other advanced things, which one of them is being able to retarget people with ads because they've landed on your website. That's a whole other topic for a whole other podcast episode. So I'm not going to get ahead of myself, but I just want to show you the possibilities of what exists when you create core content, when you don't just focus on the Quick Hits social media Instagram story every day, those things.

Yes, I really do want you to focus on social media. It's super important, however, if you're in that space, in business where, like, I've got to ramp up the marketing, I have got to be the authority. I need to be brand building. I need to be doing legitimate marketing strategies that are driving traffic to my site. Having a core content marketing strategy is the key to getting started with that.

So if you have any questions on this, on podcasting, blogging, I've kind of done it all. I started out doing blogs when I first was freelancing and getting my feet wet and being a business owner.

I started off by doing content creation for people doing core content creation through really long blog posts, social media content that's eventually kind of morphed into being a podcast content manager and doing some YouTube content as well. So I've dabbled in a little bit of it all. And if you have questions, I'd love to hear them.

So send me a demo over on Instagram at or you can join the Social Spa Society Facebook group in there and ask as well.

And I will talk to you next week. Have a good one.