Claire, a small-business owner in Houston, Texas, learned how to do her own marketing on Google, YouTube and Meta (Facebook/Instagram), and now her business has had its highest revenue months: $17,000 in a month was a huge milestone for this small business owner trying to do it all herself. The good news is that with a few simple shifts in your marketing, you can see significant results, too.
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Claire, a small-business owner in Houston, Texas, learned how to do her own marketing on Google, YouTube and Meta (Facebook/Instagram), and now her business has had its highest revenue months: $17,000 in a month was a huge milestone for this small business owner trying to do it all herself. The good news is that with a few simple shifts in your marketing, you can see significant results, too.
Do: Get Direct
One of the most fundamental shifts you can make in your marketing is the way you address your audience. Instead of using vague terms like "you guys" or “everyone” when creating content, speak confidently and directly to your audience by saying “you.” For example: “If you are struggling with XYZ, then you are going to love XYZ solution at our spa.”
Speak directly to the one person who is seeking relaxation, rejuvenation and wellness through your services. This simple shift in language can make a significant difference in how potential customers perceive your business, making for a more personalized experience.
Don’t: Pause Your Ads Too Soon
When it comes to online advertising, patience is key. Many business owners make the mistake of pausing their ads prematurely, not giving algorithms enough time to learn about their audience and what works best. Platforms like Google and Meta want you to get results because they know that if you do, you’ll spend more with them.
Give the algorithm time to learn who is most likely to indulge in your services—your ideal customer. You also must be willing to learn what works and what doesn’t.
Don’t: Put All Your Eggs in One Basket
Your customers are everywhere—and so are your competitors. If you rely solely on organic social media posts or run ads on just one platform, you're missing out. Diversify your marketing efforts, otherwise you’re giving away valuable traffic to your competitors.
If you’ve only done one type of post on social media and it’s not bringing in the results you want, it’s time to consider new ways of getting your spa’s name out there. Don’t only post organically; don’t only run ads on Google; don’t only advertise one specific service offering.
Related: 3 Tips to Leveraging PR in Marketing
Do: Focus on Your “Real Value”
For any wellness business, nobody is in the market for appointments—but they are in the market to feel relaxed, rejuvenated and confident in their skin. Your customers are seeking relief and confidence, not just another appointment reminder. As the saying goes, "Sell the experience, not just the service."
Focus on the transformation your spa and wellness services offer, like helping clients feel tranquil, healthy and ready to take on life's challenges. Craft your marketing messages to convey the real value of what you provide, and you'll attract clients who want to experience that transformation.
So, in your ads, emails, website and social media, don’t just say, “Book an appointment;” say, “Get ready to feel refreshed and rejuvenated.”
Don’t: Neglect Your Website
When potential customers are on your website, they’re already showing interest in your services. Your website is where people go to validate that you’re skilled at what you do. If your website is clean, intuitive and professional, people will be more inclined to choose you.
Your website is your storefront, and if you neglect it, you’re neglecting opportunities to convert potential clients. If your website is subpar, they’re going to assume the same about your services.
Your website should have a fast loading speed; clear, modern design; testimonials (third party validation); and speak directly to your customer about what’s in it for them.
Don’t: Make One Ad to Serve Everyone
Think of marketing like creating a unique spa experience: You wouldn’t offer the same treatment to everyone. Marketing falls into a few key categories: awareness, consideration and conversion.
Building a funnel means you are creating multiple touchpoints and experiences for potential clients to engage with you. This way, you create opportunities to engage people at each stage of their decision-making process, increasing the chances they will choose your spa and wellness services.
Do: Set Up Conversion Tracking
If you’ve ever run unsuccessful ads but you don’t have conversion tracking established, that could be one of the reasons they didn’t work as planned. Conversion tracking is how Google and Meta know who is actually seeking your spa and wellness services. If you’re not giving Google the signals of the action that matters, then it can’t find you more of those people to take those actions!
Make sure you have proper tracking in place, so that you can measure and improve the performance of your ads. Again, Google and Meta want you to spend more money with them, so help them help you.
Do: Try AI
If you’re not implementing AI in your spa and wellness business, you’re missing out on revenue and extra time. AI-powered tools can streamline various tasks, from appointment scheduling to ad copy outlines. It can also help you analyze customer data to make informed marketing decisions.
Embracing AI not only boosts efficiency, but also enables you to offer a more personalized and convenient experience for your clients. Does writer’s block have you stuck on newsletter content or Instagram captions? Need help creating compelling content or generating new ideas? AI is your new best friend.
Ashley Brock is a digital marketing expert who has worked with small businesses to Fortune 500 companies, transforming their businesses so that they can serve the people who need them. She hosts the Marketing Matters Podcast and offers small business owners an 8-week marketing program.
