Spas are one of the fastest growing industries in the United States. According to Grand View Research, the global spa market was worth $47.5 billion in 2020 and, although the Coronavirus hit spas hard, it is expected to grow at a compound annual growth rate (CAGR) of 12.1% between 2-21 and 2028. This growth is driven by the need for people to find ways to relax and detach from their busy, stressful urban lifestyles, as well as a greater awareness of the importance of the need for wellness and a better work-life balance. This level of growth has rightly attracted a lot of entrepreneurs to pour their talents and their funds into the industry. With competition more ferocious than ever, standing out has never been harder. If you run a spa, you know that you have to deliver a marketing campaign on a level that was previously unnecessary. In this article, I will explain how you can give your spa a marketing makeover.
There are countless online channels for advertising , such as Google Adwords, Facebooks Ads and TikTok Ads. When people think of online advertising, that’s where they typically end up. An undervalued way of advertising online is through remarketing. Remarketing relies on the devotion that your audience has to your products. If a person revisits your website, social media profile or app, then there is a good chance that they are a fan of your work. Remarketing retargets ads towards those people, because they are more likely to be responsive to your ads than a first time viewer. You’ve probably noticed retargeted ads before without realizing what’s happening. Say you visit a website frequently. At some point in your online journey, you will come across more ads from that website. That is remarketing. You’re putting your ads in front of the audience that is most likely to be responsive, increasing your conversion rates and ability to earn revenue from that customer. In terms of visibility, 3 in 5 people notice retargeted ads. As attractive as it may seem to try and convert first-time visitors to your website, just 2% of people are converted on their first visit. What works is a land and expand strategy. Remarketing reminds the customers who are fans of your product that they have a relationship with you and you have valuable products to offer them. You can even customize the kinds of ads that sets of viewers see. For instance, a customer interested in Dermani Medspa franchising would see ads related to franchising rather than on spa treatments.
As we suggested above, your best bet of earning revenue, are your current customers. The very best bet are your most loyal fans, the customers who absolutely love your product and feel that it has fantastic product-market fit. Memberships are a great way to reward these customers and to make them feel even closer to your brand. You can package a membership in any number of ways, but the important feature of membership should be rights to a recurring and special service. Membership should give members something truly special and not just be a box you tick. Memberships tap into a person’s desire to belong to an exclusive group and so, by rewarding your most loyal customers in this way, you make them feel that much more loyal.
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