Be A Marketing Practitioner

We understand that you have been hearing that social media is the new “thing.” Or that if you're not using these social platforms than you’re bound to fail. We don't think that being on these platforms or not will really determine your success, there are obviously plenty of factors into your success as a business and on social platforms. However, there is something to be said about understanding where to find and take advantage of undervalued attention.  

As we have mentioned in other articles. All marketing, branding and sales start with one thing; ATTENTION. If you don't have my attention, even if you have the best video, photo or audio, I will not hear your message.  So where do we get attention?

You can create killer content that goes viral on a weekly basis, or a hit internet show, (which we are a huge proponent to!) but until you have mastered the art of viral content, you can pay for attention.

There are 2 places right now in America that are the best bang for your buck in paid media advertising. The first is the Super Bowl.  It is some of the highest engaged attention for the price. If you can afford the $500,000-$1,500,000 to make the commercial plus the $7,000,000 advertising spot on TV for your commercial, then that is the best. Next to that is Facebook/Instagram.

Yes, you heard me, its Facebook/Instagram. Facebook is the single least expensive advertising platform that gives you the most targeted audience capabilities, with the best return data to you and your marketing department to see what content is performing best. Now we will have multiple articles about the ins and outs of Facebook advertising, this is more about the mindset.  

Most business owners or aestheticians want to rely on the “younger generation” to handle the spa’s social media, when it should be your task to actually know what is going on. What works best. What ad, or offering brings back the greatest return for your audience. Does video, picture or written word help bring in customers more?  You need to be a practitioner.  There is no way for you to know if the person you put in charge of this is doing a good job if you don't know how it works yourself.

I already know that some of you have gotten to this point in the article and are thinking, “I’m still not interested in using facebook. I am asking  you as a friend to think back to when the internet was first out? (Some of you younger aestheticians maybe thinking differently!)  Remember all the people, who said it was going to be a fad? Maybe you even said it yourself? That was less than 20years ago. Social media now is just the slang word for the current state of the internet. This “thing” we call Facebook/Instagram is still a baby.

The opportunity for us, as small business owners, on Facebook today is that the biggest companies in the world have yet to shift their TV budgets to social media. When that happens, you will watch the cost per 1000 impressions on your posts go from now around $3-$5, to $80!

Learn from the last 20 years.  The information I just gave you is like giving you the winning numbers to the next lottery.  Take 20 hours over the next couple weeks to really learn about Facebook advertising. Learn who you can target, how the ad products through Facebook work, and more so, pay attention to the ads coming up on your feed. Which ads are catching your attention? Learn from those brands and make it happen for your spa.