Did you just open a health club and spa or are you looking for new and creative ideas on how to promote your long-running establishment? We gathered 29 unique spa marketing ideas from the pros on how you can differentiate your spa and give you an edge over your competition.
Want to boost sales and increase productivity by more than 40%? Learn how to use Booker to automatically distribute your open appointments on sites like Yelp, post to social media and book appointments from Facebook, send custom email and text marketing messages, create and track gift certificates on the fly, get a custom ecommerce store for your products and services, and more!
Jeremy Marsan, Fit Small Business
Too many health clubs and spas have confusing websites. The majority of the time, visitors just need to find your operating hours, look up prices, or book a class/appointment. Your website homepage should focus on these core elements, and keep extra details on other pages.
Read our article about creating your own professional spa website in under an hour, at a cost of less than $3/month. Having a user-friendly website is what your customers expect, and while it may seem like a monumental task we’ll give you all the information you need. Click here to learn how to set it up.
Marc Prosser, Fit Small Business
Pinterest has grown rapidly in recent years, and its millions of daily users are quick to “pin” anything that catches their attention. Use this to your advantage by posting eye-catching photos of your establishment, showcasing elements that will increase traffic and grow your business. Build your pins with a little help from a creative mind at Fiverr, starting at just $5–click here to get started.
4. Put a good follow-up system in place to reduce no-shows.
Justin Shelby, CEO, Artichoke
Make the most of your current business by developing a good communication systems to reduce no-show appointments. Not only are no-shows annoying, but they can also be extremely costly to businesses over the course of the year. Working with a salon management platform like Artichoke is a key way to ensure that appointment reminders are sent and customers actually show up. In our research, no-show appointments decrease by 20% when reminders are sent…and the more personalized the reminders are, the more effective they are.
5. Leverage the power of video marketing.
Anton Eliasson, Marketing Manager, Shakr Media
Email campaigns, Facebook news feeds, Twitter feeds, YouTube pre-roll ads, Instagram, digital signage in the public space, and everywhere else, video is simply everywhere these days. To be an effective marketer today is to use visual storytelling. Over 70% of respondents claim that video performs better than other content for producing conversions, and adding video to your website can increase customer conversion by 30-40%.
Video marketing works especially well for spas and health clubs. Use video to showcase clients enjoying a relaxing spa treatment, or post a video explaining the latest massage techniques. However you do it, use video marketing to give your brand some life and soul.
Emily Dille, Marketing Manager, Arizona Grand Resort & Spa
One of the most effective spa marketing ideas is building your email list.
Create a landing page on your website that captures the user’s email address in return for a discount or free trial, with an incentive to forward the email to an interested friend.
Once you have built your list, make sure you create an autoresponder series that automatically emails your list on a regular basis with interesting content and case studies of people that have turned their health around by joining the health club. Be sure to include a call to action to join the club.
Ameet Khabra, SEO Specialist
I think all businesses (not just spas) should be aware of SEO and their efforts. What makes this tip more tailored to spas is that they should find ways to combine their SEO efforts with social media. There are so many topics that a health club/spa can write about which is why I would suggest starting a blog of common questions your clientele has or will have. This will give you the opportunity to promote your products and services and expertise.
With great content creation, one cannot assume that it will generate traffic itself. Push the content through your social media accounts – ask fans, friends and family to share your content which will lead to more shares. The purpose of this is to increase brand awareness and establish authority, which will lead to a larger clientele (more sales).
8. Advertise on Google to drive local traffic to your website.
Maggie Aland, Marketing Writer, Fit Small Business
Google advertising is a great marketing strategy for spas and health clubs. You can show an ad for your business to people who are searching for your type of business at that very moment AND who are looking for businesses in your area.
Read our article to learn how to get started.
Larry Oskin, President, Marketing Solutions
Your goal should be to promote every single skincare service, body treatment, wet treatment, and other treatment at least once per year. Spa promotions should be planned on a monthly or bi-monthly basis. Certain services can be promoted any time of year, while others have seasonality. Most spa services can be promoted any time of year, not just during your traditional peak seasons. You can turn a slow month into your very best month of the year through aggressive spa promotions.
Create a spa marketing calendar chart with the months listed across the top. Divide your spa marketing calendar into different sections for skin, body treatments, wet treatments, nails, hair, spa, retail and gift certificates across the left side of your calendar or chart (or use other categories as appropriate for your spa or health club). Then sub-divide these sections into marketing, advertising, PR, and promotions. Some services will need to be promoted in the local media through paid advertising, while others can be promoted internally through point-of-purchase materials and staff incentive sales contests.
Maggie Aland, Fit Small Business
It’s estimated that 35% of clients want to book appointments during non-business hours and 25% of millennials only book appointments online. Square Appointments lets clients schedule appointments online 24/7. It also integrates with a cloud-based calendar so you won’t have to worry about scheduling conflicts. Square Appointments is free for individuals and affordable for teams.
11. Run a social promotion.
Kevin Ho, Content Marketing & Partnerships, Wishpond Technologies
One of the best ways to engage and build an audience is to run a social promotion. Social promotions work by giving away a prize that’s relevant to your business (spa gift certificate, basket of local products, etc), and collecting entries for people who want to enter to win.
This works for two reasons:
- You’re generating a targeted list of customers who you know are interested in your services. Businesses can then follow up with this list using an email with additional offers, and with targeted ads using a Facebook custom audience.
- You’re helping to build your brand’s social media presence by increasing the amount of engagement around each post related to the campaign. Since we know historically that giveaways and promotions perform better on average than other types of organic posts, the added engagement will help increase your brand’s overall organic reach.
Especially if you’re just starting out, there’s few marketing tactics that can help gain as much exposure in a short period of time as a social promotion.
Maggie Aland, Marketing Writer, Fit Small Business
A great way for spas and health clubs to promote their business is to advertise on Facebook. The major benefit of Facebook advertising is that you can specifically target users who resemble the demographic of your typical customer, such as women ages 25-45 who live in your area and have an interest in health or fitness.
When advertising on Facebook, you need to remember that it is a social media site where people go to catch up with friends and family, so you don’t want to immediately ask people to visit your business. That would be like showing up to a party and trying to sell someone a product without even introducing yourself. You need to familiarize your business with the audience first.
You can do this by first warming people up by providing interesting content (awareness stage), then proving yourself as an expert in the field by posting an article that demonstrates your knowledge (consideration stage). You can then target people who showed interest in your first two advertisements with a post that includes a call to action (conversion stage).
13. Provide educational materials in your website that are not hardsell.
Greg Moakes, Left Brain Content
Provide value to potential customers in the form of downloadable guides on your website. These guides should be genuinely helpful and should stay away from selling. Write educational content like “products that are alarmingly toxic to your hair and skin, and the natural alternatives you should consider.”
The out-of-the-box elements are numerous. Focus on value-added content creation.
14. Offer assessments to local companies.
Glenn Dickstein, Founder & CEO, NeighborhoodTrainers
I like to offer fitness assessments to local companies as a perk for their staff. This allows me to utilize one point person to reach a large group. As a partnership, this also looks like a perk offered through the company, so the company is more likely to promote your facility. The employees at those companies will be more likely to visit your business after the promotion.
Jeremy Levine, Fit Small Business
One of the most powerful forms of marketing is word-of-mouth. People who read that someone had a positive experience at your spa are more likely to become customers than people who just saw an ad. Leverage online reviews to boost your business by using review management software like Podium.
With Podium, you can collect, manage, and respond to reviews from 20+ review sites directly from one easy-to-read dashboard. Build a reputation on sites like Facebook, Google and BBB, gain insights directly from your customer base, and improve business operations using the feedback you gain. Businesses that use Podium have seen more than a ten-fold rise in reviews and a dramatic increase in walk-ins. Click here to watch a free demo.
Chris Post, President & Founder, Post Modern Marketing
Too many health clubs have terrible websites. I don’t understand how they can spend $10,000 on just one piece of exercise equipment but are not willing or hesitant to invest a similar amount on the first impression of their business a customer sees, which is their company website.
Your website is the face of your business online, so it’s important that you put as much effort into it as you would the rest of your business. Learn how to setup an inexpensive, professional website in under 60 minutes.
17. Build relationships with realtors, and offer them incentives to refer clients.
Christian Adams, Founder, Spotter City
Realtors, more than anyone, know and interact with people moving to the area every day, and are ALL about referrals. Another great tip would be to reach out to realtors and realty groups to host sponsored breakfasts or lunches. This will encourage referrals, keeping your business top of mind.
18. Reconnect with past clients.
Ryan Christie, Local Direct Network
It costs a lot less to retain an existing customer than to acquire a new one. Identify clients who haven’t visited your business in over six months and create an email or direct mail campaign offering them an incentive (such as a half-price treatment) to make an appointment. Direct emails or a flyer delivery is a low cost way to lure them back. It also gives you the opportunity to mention any new services you have introduced since their last visit. Personalize the emails or postcards with the client’s first name and date of their last visit.
View Ryan’s 7 other marketing tips in his article.
19. Offer VIP access for referrals.
Orun Bhuiyan, Co-founder, SEOcial
Exclusivity goes a long way for spas and health clubs—especially high end ones. Leverage this by offering a sort of special/VIP access to those who are referred by current members (and to those who refer, of course).
In the high-end market, this works better than discount incentives. As for what “VIP access” means, that’s up to the spa or club. The more they can offer that’s inaccessible to regular patrons (or the better it sounds), the more enticing the whole campaign will be.
Make your advertising budget go even further with some help from the pros at Hibu. They are one of a select few officially badged Facebook Marketing Partners in the US who also specialize in supporting small businesses. Hibu offers social campaign creation, management, monitoring and they’ll even run social advertising campaigns for you. As a full-service digital solutions provider, they also offer website design, search engine marketing and optimization, display advertising, digital listings management and other services that will boost your online presence. Click here to get in touch with a representative today.
21. Hold a masterclass with leading experts and invite your loyal customers.
Cole Hernandez, Founder/CEO, Pink Graffiti
Bring in a well-known celebrity wellness expert who is typically not available to the public to your spa for a special weekend or week of services and talks. This allows your spa to offer an exclusive and unique experience for your best customers.
Think about other local businesses that you can partner with, such as nutritionists, hairdressers, and makeup artists who have similar clientele within the vicinity of your shop. Reach out to these types of businesses and inform them about your health club/spa. Perhaps a cross promotion could take place between your establishments where fliers are distributed internally. Even without a cross promotion, you may develop a great contact who can recommend you to like-minded clients.
23. Participate in local health fairs.
Deidra Lassalle, Under Armour Performance Center Powered by FX Studios
Health fairs are generally held once or twice a year at larger companies. Employees can be competitive so use this to your advantage. We do a squat challenge that is very similar to cornhole, but you have to throw overhead and in a squat. We have created a leaderboard for each contestant and you can see them move up and down the board during the event. The grand prize winner should get a tangible item that they can see as the prize when they are competing – a duffle bag or workout clothes work well.
Also, instead of handing out a free guest pass to your health club at the fair, pre-register attendees for a day pass, and let them know they will receive a reward if they come in. This way, you are giving them an incentive to give you their contact information. Without their contact information, you do not have a lead in your pipeline and you cannot expect new members or follow up!
24. Host an event so people can experience the space.
Rodger Roeser, The Eisen Agency
Everything about a spa is the experience, so getting potential customers to try out your space is critical. One of the smartest programs for any spa is to create a series of “nights” where you are able to invite folks in that are not necessarily clients, but offer an exclusive friends of friends event – and have an art show, an essential oil 101, or a martini tasting. Anything that will delight the senses and allow people to actually experience the facility and the people. No selling required. Just send them off with a gift bag, and watch the sales roll in.
Allie Potts, Editor, Fit Small Business
People are more likely to return to a spa they’ve visited and enjoyed before, than they are to visit a spa they’ve never been to. Keep important client contact information stored and organized by using a CRM like Freshsales, and make sure to regularly follow up with your best clients.
With this free software, you can send highly targeted emails and make phone calls directly from the platform, automatically set reminders after you’ve made contact, schedule appointments, and much more. Click here to get started for free — no credit card required.
Miranda Brookins, Chron
Consumers plan vacations to escape from their day-to-day routines; similarly, they use spas as a way to escape their worries and enjoy being pampered. The International Spa Association reports many consumers are more inclined to experiment with a variety of services beyond the normal massages, pedicures, and manicures when they’re on vacation. Use this to your advantage by offering vacation packages, giving clients an opportunity to indulge in your most luxurious services at a discounted cost.
Work with local bed and breakfasts, hotels, or other facilities to include brochures for your services in their welcome packages, in their lobbies, or on their websites to advertise your spa. In return, you can advertise their businesses on your website, in your marketing materials, and inside your salon by displaying their business cards.
27. Create a stand out treatment that offers results and makes headline news.
Madeline Johnson, CEO, Marketing & Public Relations, The Market Council
One of our most successful marketing and PR campaigns included promoting amazing treatments like the 7 Hour Massage at Townhouse which made the cover of TimeOut NY magazine, the 24K Gold Facial at the Fairmont Spa in Scottsdale, Arizona, and hosting matchmaking events while offering makeovers at Aqua Beauty Bar.
The idea behind all of them was to create a stand out treatment that offered results and made headline news.
Andrea Kayal, SignPost Blog
Ask your clients to provide their birth date along with their email address when they sign up with you. Then, send them a birthday greeting with a special discount or free service during their birth month.
Cherokee Lakes, Web Canopy Studio
Amazing service creates happy customers. A practice you should adopt and firmly stick to is to follow up with every spa-goer after each visit. This will reinforce the genuine nature of your company, and prove to them that you are in it for them. A few weeks after their time at the spa, mail them a personalized letter, thanking them for their business. Ask for feedback on how their experience was. This will not only give you valuable insight on what some of the strong points of your business are, but also will result in genuine testimonials to bring others to your spa.
Shaun, Letterbox Campaign Champion, Local Direct Network
The supermarkets have one. The airlines have one. Even your favourite coffee shop has one. You need one: a customer loyalty strategy. Customer loyalty is important for any business, with the potential to significantly increase your spa’s profits and have a pool of repeat customers. Loyal customers tend to buy more, more frequently, and they generate new customers for you with positive word of mouth and referrals.
Never take loyalty for granted. Reward regular clients with ‘thank you’ offers and bounce back vouchers. You might even like to introduce frequent visit cards. Sending postcards with special offers is a low cost way to thank them for their loyalty and build an ongoing relationship with them.
There is even loyalty program software available that makes it fast and simple to create a loyalty program.
Over to You
We’d like to thank everyone who contributed ideas on how to creatively and uniquely market health clubs and spa salons. We hope that these spa marketing ideas will help you in promoting your own business.
What is your favorite idea from this list? Leave your comments below, and let’s talk!
If you’re specifically looking for a guide on how to jumpstart your salon marketing activities, read our salon marketing guide which covers topics such as boosting referrals, creating a strong front desk, and pre-booking to encourage repeat customers.