Marketing can often feel like a costly endeavor, especially in the competitive spa world! When budget dollars are scarce, getting creative with grassroots marketing can provide a powerful and cost-effective alternative. This focuses on building strong, personal connections within your community to drive clients through your doors. In this article, we will explore simple, affordable and often overlooked ways to promote your spa locally, making a lasting impression and growing a loyal client base.
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Marketing can often feel like a costly endeavor, especially in the competitive spa world! When budget dollars are scarce, getting creative with grassroots marketing can provide a powerful and cost-effective alternative. This focuses on building strong, personal connections within your community to drive clients through your doors. In this article, we will explore simple, affordable and often overlooked ways to promote your spa locally, making a lasting impression and growing a loyal client base.
1. Engage with Your Community
Engaging with locals is at the heart of grassroots marketing. Building relationships with residents in your community can foster loyalty and word-of-mouth referrals, which are invaluable for any small business.
Participate in local events, perhaps with a booth at farmers' markets, health fairs or community festivals. Offer free mini services, such as hand massages or skin care consultations. Hand out marketing materials, including business cards, menu snapshots or product brochures, that will leave an impression—and invite people to visit you with an incentive, such as a limited-time offer.
At these events, consider doing a draw. Have attendees fill out a form with their name, email address and perhaps what service they are interested in. You can do this with a pen and paper or electronically with an iPad or phone. Either way, it’s a great way to build your email list.
You can also collaborate with nearby businesses that share your target audience, e.g., a local hairdresser. Each of you offer the other businesses’ clients a gift card. It should be at least $20-$25 on a minimum-priced spa service or a specific upgrade for free when they book a treatment. Anything less than that feels cheap, and you always want to bring value to the recipient! Remember to put an expiration date of six to eight weeks to create urgency.
Related: Create Perfect Partnerships to Promote Your Spa
2. Leverage Online Communities
Social media and online communities are powerful, free, often underrated tools for grassroots marketing. They allow you to reach a broader audience with some effort but minimal financial investment.
To start, you want to create engaging content. Consistency is especially crucial with social media platforms. Think of them as beasts that need to be “fed” regularly. When you consistently post engaging content, it tells the algorithm that you are committed!
Think about social media as being like a relationship: When you ask a potential client to buy before getting to know you, it’s like asking someone to marry you on your first date! How would you feel if that happened to you? I know most of us would bolt!
So, create what I call the KLT Factor: know, like, trust. When we post content that is educational, inSPAiring or funny, our audience gets to know us and like us, which ultimately builds trust.
Follow the 80/20 rule: Share your promotions and deals 20% of the time and share content that keeps them engaged the rest of the time. Social media is about being social, so remember to comment and find ways to keep the conversation going with your audience.
Some great content ideas include sharing behind-the-scenes looks at your spa, room setup, unboxing a new order, client testimonials, education about the benefits of your treatments or a shoutout to another local business owner.
You can also host contests or giveaways, and you can gain even more reach doing a giveaway package with other small businesses, like a jeweler, florist or boutique. Be sure they are all a collaborative fit for your spa business, follow each other and cross promote each other by tagging and sharing the contest.
Participate in local Facebook groups, like mom groups, small business groups and women’s groups. Be a silent observer at first, then mindfully comment on people’s posts and share your professional perspective on topics. Answer questions related to wellness and spa services, and subtly promote your business by sharing your expertise.
Finally, keep your profile up to date and seasonally relevant, and be sure your spa website is listed and clickable, making it super easy for people to check out your business page.
3. Build Strong Relationships with Clients
Fostering strong relationships with your current clients turns them into your best advocates. Start with personalized services that make each client feel special. Remembering their preferences and sending follow-up messages can go a long way in building loyalty.
Encourage clients to provide feedback about their experience. Use this feedback to improve your services and show them that their opinions are valued, and feature positive client testimonials on your website and social media pages.
In that vein, positive reviews and testimonials can significantly influence potential clients' decisions. Ask satisfied guests to leave positive reviews on Google, Yelp and Facebook. Make it easy by providing direct links to your review pages via text or a QR code.
Engage by responding to those reviews, whether positive or negative. Thank clients who leave positive feedback and address any concerns raised in negative reviews professionally and constructively.
Host client appreciation events to show your gratitude. Offer complimentary services, refreshments and small gifts to make them feel appreciated. Ask them to bring a friend who has not been to your spa before, creating connection with a new potential client!
Small, personal touches can also have a lasting impact. Send birthday cards with a special offer or free add-on for the month of their birthday, or share handwritten thank you notes after each visit.
Grassroots marketing is about connecting with your community in meaningful and creative ways. Be sure to show your personality, be consistent and be genuinely passionate about providing exceptional service.
Tazeem Jamal, LE, PMDT, is an award-winning business coach, spa owner and master esthetician. She helps spas scale and grow their businesses using her .3M signature framework: Mindset, Money & {Juicy} Marketing. Jamal is publishing the Spa Anthology, featuring spa owners from around North America, and has been featured on TV, radio, podcasts and in industry publications.
