5 Methods to Create Clickworthy Content on Social Media

You’re running a business, but not just any business. Yours is focused on improving guests’ lives by providing a safe space for them to experience healing through mind, body and spirit. Whether you’re offering skin care services, yoga classes or wellness retreats, you can’t improve more clients’ lives if they don’t know about you or recognize why they need you.

This is why it’s so important that you understand how to communicate your mission and the benefits of your services in your social media content. The time you spend creating posts is valuable, so you need them to make a clear and compelling statement every time.

Let’s talk about five ways to create social media content that communicates the benefits of your spa while attracting your true ideal client.

1. Be Personable

Remember that people typically visit spas because of an insecurity they’re feeling about their appearance or their stress levels. Sharing this requires vulnerability, and most of us do this only with someone who makes us feel safe. This safety is built upon whether or not the client likes, knows and trusts you.

So, post content that shows faces, such as photos or videos of existing guests (always with their written permission), as well as spa staff and practitioners. Prospective clients want to see you and the people who will be caring for them, so make sure you aren’t hiding behind logos and infographics on social platforms. Your audience will have a much easier time feeling a connection and wanting to book when they know who you are.

2. Focus on Transformation

Information can be interesting, but it isn’t very compelling. Remember that your audience is not full of spa professionals, but it is full of prospective or current guests. This means that the facts about why a product or service is beneficial may not be as interesting to them as it is to you.

Instead, highlight the transformation provided by the product or service. This can be demonstrated through before and after pictures, written or video testimonials, stories about the way you or others have been impacted, and videos or graphic content that focus on the result your ideal client is looking for.

Be sure to use transformative words that guests would use to describe their desired result, and leave industry jargon for chats with other spa pros.

3. Remember Feelings

When a consumer purchases an item they know they need (toothpaste, for example), very little thought or emotion goes into that decision to buy. They’re already committed because their brain knows the item is a necessity. But, when someone is deciding whether or not to make a purchase based strictly off of desire, their emotions are what convince the rest of the brain that the purchase is a necessity.1

This is important to remember, because many consumers may not view wellness services and products as necessary until they’ve experienced them. You need to get their emotions on board first, then the brain will follow. Use videos, visuals, music and words that evoke compelling emotions.

Think about your ideal client’s pain points and how they must feel about that pain. For example, if she is a busy mom who needs time to care for herself, create some content that discusses the nobility of her calling as a mother, but also the challenges she faces with constantly caring about other people first. Show her how your services will empower her with inner strength and healing so she can continue showing up for the people she loves most—herself included!

4. Don’t Compete

When promoting your business on social media, you may be tempted to compare your content to that of other spas. It’s okay to check out other pages for market research and inspiration, but don’t get distracted by mimicking businesses that are trying to reach a completely different audience from yours.

For example, medical spas service a different type of client from wellness spas, so their marketing tactics and content creation will—and should—look different from each other. A medspa’s feed may be more clinical and results-driven, for instance, whereas a wellness center ought to create more holistic and self-care driven posts.

If you see a spa doing something different on social media, consider a few things before trying their techniques: First, who is their ideal client compared to yours? Second, is their mission and philosophy aligned with yours? Third, is it clear that what they’re doing is actually generating revenue, or are they just getting likes?

5. Use Calls to Action

A call to action (CTA) is a clear invitation to act. This could be as simple as adding “Like this post if you agree!” to your caption,

or as direct as “Click the booking link to schedule your first session now!”

It may seem unnecessary to give your audience CTAs (why else would they be following you?), but sometimes it isn’t that clear to them. A follower may not know if you are accepting new clients and decide to look elsewhere for the service you’re promoting. Or, they may be interested in a product you’ve shown but order it online, because they didn’t know they could get it directly from you.

When you use CTAs, you’re openly inviting the follower into your space and letting them know that their questions and business are welcome. It lets you see who is engaging with your content and opens the door for you to have greater communication with them outside of the post they liked.

These tips will allow you to make content that stands out

and connects with your audience, providing a safe space that makes them feel open to asking questions and booking appointments. Remember to keep your ideal client in mind when creating content and to show your spa’s energy and mission in your posts.

References

1. https://mezzanine.co/blog/2016/gut-decisions-dont happen-in-yourstomach-with-simon-sinek

M’Lisa Ellis is a licensed master esthetician, licensed esthetician and licensed esthetics instructor located in Las Vegas. A former studio spa owner, Ellis is the cofounder and CEO of Spa Strong (www.spa-strong.com), providing consulting services to spas to help build revenue and more scalable businesses through a proven ACRE Method.