Top Marketing Ideas; a 10 part series: #6
Secrets to writing great web content
July 21st, 2009 • Posted by Spa Kat • Permalink
Listen.
Your customers will tell you what they are interested in day in and out and you can write about those topics. Remember, a blog post or a Facebook post doesn’t need to be long. I am often encouraged to deliver just a nugget of good information and then leave it alone; it is being true to the “less is more” theory.
Find your “spa” voice.
We all have a way of communicating information, through storytelling or writing product reviews, even acting as a resource about a particular spa specialty. It is important to know how you best communicate with others and then be true to that mode of communication. You will come off as honest, sincere and it will reflect your spa and its brand most clearly.
Use Spa words and use them correctly.
I am still learning the most appropriate terms within the spa and salon industry; thankfully you are an honest crowd and correct me when I mess up. I do my best to sock all that learning into my brain, thinking that through the content failures I am actually making my writing more accurate and fitting for the spa industry.
Using spa terminology that is correct for your business will also help your spa web site’s search ranking.
Talk up your specialties.
Whatever makes your spa special, whether it be a philosophical bent, unique spa treatments or an unusual spa environment, will differentiate your spa in your corner of the world and create opportunities to improve your online search ranking. The special nuances of your spa business are very important online and need to be communicated in order for consumers out there to find what you have to offer. If your spa menu includes “hard-to-find” spa treatments or retail products make sure it is highlighted on your spa website.
Once you take the time to write about spa make sure you are using it to your greatest advantage. Post it on your Facebook and Twitter page and let the discussion begin. It will be worth all the work you put into it.
• Trackback • Posted in Spa Marketing, Spa Website Design
Great reminders — especially for me as I tend to be too wordy! I have noticed some spa owners creating blogs and not having a clearly defined purpose of the blog. I have been reading spa blogs because I was considering having one for my spa, but I feel I need to do more research and decide what spa blog do I want. Do I want to use it as a way to educate my customers on the benefits of new services or trends? Do I want to go into spa consultant mode and try to impart some small bits of advice for new spa owners who might need some help? Either way, I think it is a good thing to not mix up your messages. I see people writing about the difficulties of hiring the right people, management issues, hiring, and then topics on the best manicure for weddings… and then they link to everything. I think all of our "running the spa" difficulties and challenges should be kept away from your customers' eyes. I would not link to everything — and many spa bloggers are doing this. See? I am too wordy again! Just wanted to share with everyone that it's okay to keep things separate and let the customers always think things are going just fine… no need for them to know you are stressing. You are always a salesperson for your spa first I believe. –Jan
I could not agree more. I've been trying to write more, but reeling myself in to just a short message can be hard. I’m trying to send out an email blast more often for that same reason. Otherwise, it seems more like a novel and no one wants to read your novel online… face it, most of us just aren’t THAT good, LOL.
I believe sticking to specialties help quite a bit too. We capitalize on the keyword "Spa" but, when blogging, stick to our specialties, which are massage based. At Planet Massage, we are 80% massage therapy and 20% other assorted bodywork, which we refer to as our spa treatments. This brings us in tons of clients who will Google "Spa" but really want a great massage. Often they pick us to get a great massage on their "Spa Day" and then go off elsewhere to get their nails or hair done. All in all it works well for everyone, the customer is happy and as a small Mom and Pop, we can compete with the mega spas that are all over South Florida.