Engage With Clients Through Social Media

For Professionals

Written by:

Thea Christie

September 16, 2021

When people are deciding if they want to visit your spa, they’re going to use social media for social proof to help decide if you’re the right spa for them. If you don’t have a strong social media presence, you might lose trust and credibility with potential Clients. Discover our best marketing tips for a strong and captivating social media presence that will keep your spa top-of-mind and encourage repeat appointments.

How To Engage With Clients Through Social Media

1. Respond & Engage With All Comments

Social media is one of the only digital avenues where your business has two-way communication with Clients, giving you the opportunity to receive feedback, monitor sentiment and build a relatable brand personality. Part of building this personal relationship is by responding to as many comments and direct messages as possible. Quick response times and a friendly, helpful delivery is a sure-fire way of attracting new Clients and retaining loyalty.

Authenticity and transparency is key to building trust and social proof. You are engaging on a public platform so others will stumble across your conversations when visiting your account. If your spa has multiple staff running your social accounts, you may want to create a Social Media Engagement Document. This document can outline best practices for answering all kinds of questions so that your voice sounds consistent and professional on all platforms. This document should cover the appropriate tone, brand voice and language you wish to use, as well as provide templated responses to the most frequently asked questions. You may also want to establish ideal responses to sensitive topics (such as politics, religion or race) or to customer concerns such as allergic reactions to certain spa treatments or skin care products.

Other topics that may require templated responses include:

Product advice/recommendation requests
Skin reaction concerns
Returns and Exchange policies

2. Post At The Right Time

Which social media platform are your Clients the most active on? What time do they engage the most? If you can answer these questions, you can maximize your potential for post engagement and reach. Through some trial and error and by analyzing your Clients’ behaviour through data, you’ll be able to determine your ideal posting times. But guesswork should eventually be replaced by analytics tools for precise insights into your Clients social media behavior. Social media engagement platforms like Sprout Social or Later are very useful for scheduling content and for recommending the best time to post. Some social platforms like Instagram’s Business Account already have analytics tools built in as well.

3. Livestream In A Q&A

With more people becoming comfortable with video calls and online work, live streaming on Instagram or Facebook is becoming an attractive option. You can create a Q&A live stream and open up the floor to questions so that you stay connected with your Clients from a distance. Seeing a live video in your spa room creates a greater sense of connection as your potential Clients will get a better feel of the spa and you have the freedom to say and do anything there. Many people have questions for estheticians and will want to take this opportunity to offer feedback or ask you questions in a low pressure setting. As you answer audience questions, you can use the question format to talk about the services and treatments you offer so that the livestream becomes a subtle marketing tool.

4. Reshare Quality Content

When you’re engaging with your audience and niche, you’re likely to stumble across quality content that your audience would love as well. Consider reposting content if it integrates visually into your feed. Be sure that what you are reposting doesn’t feel jarring or completely different from your brand image. Before reposting, reach out to the original creator to request their permission to repost and offer to credit them. Once you have permission, you should create an original caption to refresh the content and tag the original creator.

5. Use Unique Content

Use content that highlights what makes your spa unique and the reason why people come to your spa. If you’re brainstorming ideas for content, think about what key messages you want to share, such as:

We have special deals on Tuesday evenings
Our estheticians would love to customize a skin care regime especially for your skin type
We stock products made from organic ingredients
We are knowledgeable in skin care
We have trustworthy and highly skilled staff ready to help you

For example, if you decide to create posts to showcase your staff’s knowledge in skin care, create educational posts explaining the different skin types or suggesting skin care products. Or, if you wanted to highlight your staff members’ skills, you could post a photo of their work with a Client with a “before and after” photo showing the results or testimonials from past clients. This is an excellent option if you or your staff members have unique skills or provide specialized treatments.