Recently many new clients have complained that their marketing efforts have fallen flat. They’ve tried everything from Groupon, Google Ads, and even social media ads. If this is a business that has been around for a little while it’s usually easy to find the problem. Many times it’s due to these top three issues:
1. Poor Client Feedback
The first thing many customers do before deciding to give a new hair stylist or massage therapist a try is search them online. They read the first 3-5 reviews before visiting the company website, entering contact information or giving them a call. If your first few reviews aren’t positive you may be losing new clients without even knowing. The good thing is there are strategies to fix it. Investing the time to address this problem could dramatically increase the amount of new leads your obtain.
2. Poor Content or Strategy
There’s a saying that goes “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” If your marketing efforts do not make the customer feel like they are making a smart decision by choosing you then you may need to change the content or strategy you’re using to gain new clients. Many independent owners lack the time, skill or both to create content that is effective in getting clients to book a service or purchase a gift certificate. Help is available if this is something you need.
3. No Goal In Mind
Before helping clients with any projects, I take the time to find out both their immediate and long term goals. Only then can I create the perfect strategy to help achieve the goals they have set. If your goal is to establish yourself as the hair or massage expert, there’s a way to market that. If your goal is to draw clients in based on a specific skill you just learned, there’s a way to market that. But shooting blindly to simply “get new clients” will leave you feeling discouraged and consistently missing the mark.
These three issues are what I have discovered to be the most common problem when analyzing failed marketing attempts. This is certainly not all of the possible reasons. If you are needing assistance with your current efforts, there is help available. Contact me to see how Spa Analytics can help you meet your goals!
Kamillya Hunter is the owner and founder of Spa Analytics. She encourages independent owners to focus on The Details That Matter when running a business. She’s a mom of two, an army wife, author and a self diagnosed “Spa Junkie” who lives, eats, breathes and sleeps the personal service industry.