There are 373,000,000 people on Facebook who are interested in spas and 414,000,000 who are interested in salons, at the time of writing this post.
Yet many salons and spas don’t get ANY business from Facebook.
No bookings, no clients…not even “Likes” and fans.
And who are we kidding, many salons and spas don’t even have a Facebook page.
And you know, I get it.
Because if you don’t use Facebook the “right” way, it’s more like a liability than a money-making asset.
And it took me some time to nail my spa’s Facebook marketing, but a surprising thing happened on a New Year’s Eve.
I guess I just needed a good excuse to skip the parties so working on my spa’s marketing was a good enough excuse.
I don’t know if rebelling against the parties gave me the boost of creativity but I set up a totally different Facebook campaign.
I started running this Facebook campaign on 31 December, in the evening.
To be honest, I didn’t expect much because the beginning of January is quite slow for my spa.
I casually opened my computer during the afternoon on 1 January, and guess what I saw?
I got 27 leads OVERNIGHT!
27 potential clients!
Pretty exciting, huh?
But it shouldn’t come as a surprise, because many marketing experts say that social media holds the greatest potential to get new clients fast.
So if you want to build a book, fill a few empty slots or gain more clients due to expansion, read on for my customer acquisition strategies on Facebook.
1. Set realistic goals
If you don’t know where you’re going, how will you know when you get there?
Don’t underestimate the power of goal-setting –many studies show that writing down your goals increase your chances of getting there.
So I’d like you to answer 2 questions:
• How many new clients do you want to get?
There’s no point in growing too rapidly, so make sure you have the capacity to take on all the new clients.
• How much are you willing to spend to acquire a new client?
What is the amount that you’re willing to spend to get a client? $2, $5 or $50?
It totally depends on your business, so do some further calculations (that’s all the math we’ll be doing, I promise!).
If you need cash flow right now, you’ll want to calculate the profit on the service that you’ll be offering. You shouldn’t spend more than this amount to get one client.
2. Know your ideal client
Who is your ideal client?
If you’re gonna put the effort into attracting new clients, then you might as well get the right type of clients: the clients who will stay with your business long term and who you like to work with.
An easy way to find it out is to list your best clients with the help of your customer file. What are some of the characteristics that they share?
Think in term of:
Based on your favorite client list, create a client profile (or more).
Are they men or women? What’s their age? What’s their occupation? How much do they earn? Any other common characteristics?
Since salons and spas are local businesses and location based targeting is awesome on Facebook, with this information, you can create laser focused targeting.
• expectations regarding your services
Why are they coming to you? What do they want to gain? What’s their motivation?
For example, if you offer massage therapy services, why is your ideal client seeking massage services?
Is it because of pain management due to illness or injury?
Is it because they want to relax?
Is it because they have sore muscles due to exercising?
Is it because they have back pain due to sitting all day at the computer?
Each segment resonates with a different message.
Creating the right offer for your ideal client is probably the most important part of your campaign.
You want to create a no-brainer offer that your target market really, really wants.
When they see it, they must go “OMG, I want this right now!”. Maybe it seems exaggerated, but the closer you can get to this reaction, the better results you’ll get.
Here’s what you’ll need to consider when it comes to your offer:
There are several types of offers that work really well for salons and spas, here’s a list of my favorite ones:
• taste testing/discount offer
• happy day/hour
• free assessment, e.g. skin analysis
• trial, e.g. for slimming programs, the 1st session could be a free trial
• events, workshops, seminars, open days
• free report/e-book, e.g. 5 steps to a pain free back
• free gift, e.g. nail polish with manicure
• complimentary mini treatment/upgrade
When I want to get new clients, I like to use discounts. For my market, 50% off works well.
Having said that, if you decide to offer a discount, you must use it strategically, if you want to build a long-term clientele. More on this in step 9.
You want people to take action immediately, right?
A great way to do that is to add some scarcity and urgency elements, such as an expiration date on the offer, limited availability etc.
The right duration
The right service duration totally depends on your business.
It shouldn’t be too long or too short, but since it’s kinda vague, let me give you an example.
My spa is remotely located, so when I’m creating offers, I always keep this in mind. I know that probably nobody will drive 40 minutes for a 30-min massage, so the right duration is 60 mins.
But for city salons, this might be too long for first-time clients.
As with everything, always keep your ideal client in mind and what she would prefer!
4. Ad copy
I have a few guidelines when it comes to writing your ad copy (=ad text):
• headline that grabs attention
• clear and specific offer: ideally you should advertise one service at a time
• clear call to action: if they want to take advantage of your offer, what do they have to do: do they have to call you, email you, click further or something else?
• urgency: You should put an expiration date on your offer to urge people to take action.
• scarcity: If you can add scarcity to your offer, it’d be great such as e.g. only a limited number of vouchers available, or a limited number per client. Make sure it’s real scarcity!
• formatting: make it easy for them to read!
And as with everything Facebook ads, test a few copy variations to see which resonates the most with your target market.
5. Ad image
You can use your own images (i.e. pictures of your salon) or stock images.
Your image should capture your ideal client’s attention and draw them into reading your ad copy.
For my audience, heavily retouched stock images don’t work anymore, but the best way to find out what works for your audience is to test.
Grab a copy of my Facebook ads swipe file to see some great ad image examples from the salon and spa industry.
6. Lead capture
Okay, so you’ve got a fantastic offer, fabulous ad copy and an eye catching image, now what?
Should you just create a post casually mentioning “Call us and quote OFFER to book your treatment at the special rate”?
Well, you might, but I have a strategy that would work much better.
This strategy is called lead capturing.
You need to capture the contact information of people interested in your offer.
This way, you’ll have a chance to follow up with your leads and book them in and you can build your list, so you’ll have lots of potential clients for the future.
I usually capture the first name and email address, sometimes the phone number as well and I use a separate landing page for this purpose, like this one:
7. Follow up
You’ll need a plan on how to turn all your leads into actual paying clients booking appointments.
There are 2 key questions to consider:
For how many days will you wait for them to make a booking before you give them a gentle reminder?
The easiest way is to follow up with them on the phone or send them an email and invite them to make a booking.
8. WOW them
It’s quite subjective what makes for a great massage, facial, manicure or blowout.
When a client is unhappy with the service, there are usually 2 reasons:
• Unmet expectations, which can be due to:
• Lack of communication/ miscommunication
So in my experience, having a short consultation with first-time clients is essential.
The consultation has 3 main objectives:
• build rapport
• ask them about their concerns, preferences and expectations
• ensure that it’s okay to tell you during the service if anything is uncomfortable (e.g. they’re too cold, the pressure is too strong, you’re pulling their hair etc.)
This shows them that you really care!
9. Build a long-term clientele
I see so many salons and spas that do brilliant marketing campaigns, get a ton of new clients but then many of these new clients never make a 2nd booking!
And then the salon owners blame Facebook or say that discounts don’t work.
Before you start your Facebook campaign, develop a long-term client retention strategy, otherwise it’s not worth the hassle to bring in new clients.
I’ve got a few first-time retention tips that work wonders:
• Create a Treatment program/membership:
It doesn’t matter whether you call it a treatment program, a treatment plan or a membership, the goal is to get clients commit to visiting you regularly.
And the easiest way to do that is to offer them the membership when they finished with their fabulous service and feel amazing.
For example, Massage Envy has a membership where members receive one 60-mins massage per month and Blushington offers a month of unlimited makeup services for their members.
Memberships are not so common yet in the salon and spa industry, so the added bonus is that you’ll have the first mover’s advantage.
• Coupon/voucher for next appointment:
This can be a discount or a complimentary upgrade/add on on the next occasion.
I prefer the upgrade, for example, if they’re coming for a massage next time, I’ll give them a complimentary mini facial, so they can try new service categories.
The great thing about this is that the more service categories someone tries and likes in your salon or spa, the chances are higher that this person will become a long-term client.
• Phone call/email follow up
Ah, this is so important, yet I’m pretty sure 9 out of 10 salons and spas don’t follow up with first time clients the day after their appointment.
If you do, well done, I’m proud of you, seriously!
If you don’t, why not?
It doesn’t take much time and it certainly doesn’t break the bank.
A phone call works best for my market, but it might be different for your business.
The point is to show your clients that you really care and that you’re willing to go the extra mile.
Newsletters are a great way to stay on top of your clients’ minds. Just make sure you have your clients’ permission to email them (the regulations vary from country to country).
10. Monitor and optimize your Facebook campaign
I can say with almost 100% certainty that every campaign can be optimized and can get better.
So make sure that after testing a few different ads, you check back on how your campaign is doing.
You’ll do 2 things:
• stop the poorly performing ads
• check your metrics
cost per conversion
This is the amount you’re paying to get a new client.
If you’re profitably acquiring clients (refer back to step 1), well done!
But if not, the relevance score will help you find out if you need to work more on your campaign.
The relevance score shows how relevant your audience finds your ads. If it’s on the lower end (below 5), either your targeting is wrong or the ad is wrong.
It’s totally worth investigating this further because the higher your relevance score, the lower your cost per conversion.
I realize that we’re getting a bit too technical, so I’m not going into more details here.
Phew, this was a value-packed, long post!
Tell me which step you found the most exciting!