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SEO Approaches for the Spa

Written by Kathryn Leverette, L.E.

Search engine optimization (SEO) is essentially free advertising on the biggest and most effective advertising space on the planet. It is the art and science of how to increase visibility and traffic from the unpaid, organic, and natural listings on search engines.

Whether you are a startup spa, an established medical practice, or an independent skin care professional, you know that active client engagement is vital to your success. Without question, reaching your current clientele and prospecting new clients is efficiently and effectively performed through social media, if you are creating the right content and choosing the right platforms to reach your target audience.

Whether you are just starting your social media marketing or have been at it for a while, you may be looking for ways to grow your following and deepen engagement without pouring all your time and resources into it.
Working in the spa and beauty industry, particularly if you own your own business, you likely wear many hats. As such, you must be efficient at everything, maximizing results from as minimal an amount of resources as possible.

Once upon a time, salons, medical spas, and aesthetic practices were only able to sell their services in two places: their office and over the phone. Over time, more products were added to the shelves, including a variety of moisturizers, cleansers, serums, toners, and more. But again, these products were only able to be sold when a client walked through the doors or called in their order for pick-up.

10 Things About... Social Media

Written by Beth Cochran

The landscape of social media is constantly changing, thus creating the challenge of keeping on top of emerging trends and maintaining a presence across various channels, while you also have a business to run. Social networks are the most powerful when they are used for building brand awareness, driving engagement and leads, and in many cases, providing customer service. But keep in mind that a business’ website should serve as the hub where all the content originates, regardless of the format. How should social media marketing efforts be maximize to drive the audience to the business’ website?

Today’s purchasing environment is very different than it was 10 years ago. Not only is competition is greater, but social media has also changed the way the consumer shops. Big box stores are becoming more aggressive with skin care specials and different service chains have entered the picture. If you have not changed the way you are doing business, your sales will slip and you will be left wondering where your business and your customers went.

As a practitioner in the beauty industry for a decade, I believe I have experienced every high and low one could encounter. I have had overflowing appointment books and spent countless hours waiting for the phone to ring. I have worked on commissions, for hourly wages, and as an independent contractor. I have made many clients laugh and I have made a few cry. I have wanted to build and I have wanted to quit – and for brief periods of time I did. But even after the times I had become frustrated with whatever situation, I always came back to the realization that there was nothing that I loved more than this industry.

Congratulations! You have accomplished the hardest part of your online marketing strategy. You have enticed people to click your banner advertisement and go to your website. You have done a good job to convince potential customers to take interest in building a relationship with your business. Now, the defining question must be asked: Will the visitors contact you (convert), or will they leave your website?
Increasing your conversion rate is a key factor in getting the most out of your marketing dollars. When visitors land on your website, it is the prime opportunity to introduce your business, collect an e-mail address, and make a lasting impression that leaves them curious for more. If your website is allowing potential customers to slip through the cracks, it might not need a complete overhaul. Maybe your website just needs a simple landing page redesign.

Networking has changed a lot in the past decade. When I opened my first medical spa in 2003, the majority of communication with my customers was accomplished via newspaper advertisements, flyers, direct mailers and telephone calls. While I still use those methods today, there are other elements of modern networking that cannot be ignored if you want to have a thriving aesthetic practice. The Internet – and in particular social media – has led to a consumer culture where customers are "plugged in" and engaged in real time. But, with that said, you do not want to lose the personal touch that clients have long valued as a part of the spa/salon experience.

It does not matter if you are new to the industry or a highly skilled expert – there are always new ways to grow in your profession. Do this by choosing the right product line; keeping your skills sharp staying up with your education; seeking advice for those hard-to-handle situations. DERMASCOPE has recently re-launched our website and we have added several noteworthy resources to help with all aspects of your career. 

We live in a digital world, spinning to the tune of electronic notices at every step. From the moment we wake to the moment we slumber, digital tunes hum songs of futurism in our ears. The songs are both quiet and loud, and they motivate our momentum. The digital world inspires impetus and the continually fluctuating concept of business: past the beginnings of bartering, past shipping trade, past trains and planes traversing the globe, and onward into the future of electronic commerce. Software and technology are used to help streamline efficiency and customer satisfaction in a world where information is one click away, and everything has become a digital representation of its former self.

Every day an estimated 123 million people are using the Internet for all kinds of business including banking, paying bills, shopping, research, and entertainment. Some of the most popular sites include Ebay.com, AOL.com, MSN.com, Yahoo.com, Myspace.com, Craigslist.org, and Amazon.com.
The majority of people on the Internet are using it to research new products. If you’re not competitive in this market you are missing a significant opportunity! According to TrueLocal.com, 25-60 percent of people are searching the Internet for businesses and services in their community, with Spas and Health Clubs being top search categories. Is your spa/skin care center on the Internet, are you exploiting this new market growth?

We frequently encounter questions such as: what is the best way to handle a disgruntled client? Why are we having problems mastering waxing? Where can we go for answers? Expanding your knowledge is the most powerful investment you can make to further your growth not only professionally, but financially. Education is a must from the novice therapist to the seasoned aesthetician. The opportunities to attend seminars, trade shows, and classes are available, but taking the time from work or spending the money is sometimes very difficult. Sometimes we need answers right away and waiting for the seminar is not a choice. What to do?

How do you research the products, supplies, and equipment that go into one of your most important investments—your spa? Do you really know the companies you work with? Do you know how long they’ve been in this industry? Are you sure they are serving the professional industry? 
Most would say why does it matter? Well figure this: a new microdermabrasion machine just came into your skin care center. You are so excited and you got it at the best deal over the Internet. Times are tough but you need to stay up-to-date and compete with the local skin care centers in your area.