Spa owners have their plates full in keeping their business moving forward, growing, and profitable. However, the right spa marketing strategies can help your growth efforts become more efficient and effective — giving you one less thing to worry about. Let’s explore 33 tried and true marketing ideas spas use to boost revenue.
Google Business Profile marketing
Google Business Profile (more commonly known as Google My Business (GMB)) is Google’s local business directory. It helps connect businesses to customers on the search engine and the Google Maps app. Here are a few simple ideas to help drive spa GMB marketing:
1. Optimizing your GMB profile
Perhaps the most impactful and practical approach to organic marketing (AKA “unpaid” marketing) is optimizing your GMB profile.
At the time of publication, Google allows business descriptions of up to 750 characters. We encourage you to use every one of them to share information about your business. The more relevant keywords you include in this description, the more information Google will have to connect your business with potential clients. Remember, don’t just stuff your description with keywords - make sure they’re relevant to your business and the services you offer.
Google only displays the first 250 characters above the “read more” tag, so put your most important information first. However, the rest of this description is still incredibly impactful on organic search rankings.
It is also essential to edit your services in GMB to reflect your current spa services menu. While Google doesn’t display these in your profile currently, it does use them to connect your business with clients searching for your offerings. For spas (and other local service businesses), Google provides a pre-set list of services you can choose from. Make sure you are taking advantage of every relevant opportunity on the list, and de-select any services you don’t offer (or have retired). You can read Google’s guide to the services editor here.
Finally, you should ensure that your contact and operational information stays up-to-date. You can easily miss or frustrate potential clients with a broken website link or inaccurate hours of operation. Find Google’s guide to communicating holiday hours and special closures here.
2. Encouraging Google reviews
GMB is a powerhouse in local business reviews, which can directly influence consumers and reflect your spa’s reputation. According to research by BrightLocal, 85% of consumers look for a high average star rating when booking a local service, and 60% value high review counts.
So, how do you get more positive reviews for your spa? You can send a streamlined message when each sale is closed that encourages clients to leave a GMB review. Your custom Google link (found in your GMB profile) will send them directly to the review landing page. Here is a quick guide from Google to help you get started.
3. Google My Business posts
Did you know you can share deals, promotions, and updates directly on Google’s directory listing? The next time you post on your social channels, consider adding the image and text to GMB as a post. You can read Google’s guide to GMB posts here for more information.
Email marketing for spas
What better way to reach customers than to put your latest business updates right in their inbox? Email marketing is a helpful way to boost revenue and encourage clients to book. Perhaps the biggest challenge in spa email marketing is finding new directions to keep the momentum going. Here are a few ideas to help you along the way:
4. Seasonal email marketing
Seasons, holidays, and special occasions are (somewhat) universal experiences that offer an easy way to connect with clients. It is also the perfect opportunity to offer your services as solutions to seasonal problems.
For example, during the cold winter months, clients are more likely to need your spa’s skin hydrating services or specialty solutions (like sinus massages or light therapy). It is also the perfect time for gift card discounts to boost holiday sales.
There are equally unique opportunities around every corner of the year, so consider sending out a deal or email update that highlights how your business can solve common problems or help clients feel their best. If you are looking for some inspiration, you can read our guide to 26 seasonal email marketing ideas.
5. Promotions, deals and discounts
It is no secret that clients love spa discounts. Anytime you need a boost in revenue, you can jumpstart interest and engagement with a deal, discount, or promotion. The easiest way to get the word out about your sale is through an email marketing campaign. You can use this opportunity to highlight your deals, provide clients with all the promotional details, and link directly to your online booking tool.
6. Spa business updates
Do you have any new services, specialists, or spa amenities? These updates are all candidates for an email marketing campaign. This practice can put your business at the top of clients’ minds, creating excitement about new services and encouraging them to book an appointment. These emails can also help improve customer experience by providing valuable information that sets client expectations regarding changes within your spa.
7. Direct marketing outreach
Rather than sending out an email campaign to a wide audience, consider direct email marketing. This process involves sending a personalized (and often far more effective) email to an individual spa client on your list.
For example, can you think of any previously consistent clients that you haven’t seen in months? Direct email marketing may help get them back into their old spa routine.
Do you have loyal clients who only book when you run a promotion? Consider sending them a “just for you” email offer. This promotion will get them through the door without sacrificing revenue for other full-price spa appointments. You can use a client retention report to help uncover these direct marketing opportunities.
Spa membership marketing
Membership programs are a rewarding form of marketing — where your services essentially sell themselves month after month:
8. Launch a spa membership program
If you are not taking advantage of the benefits of spa membership programs, now is the time to get started. Selling spa memberships can provide reliable, recurring revenue for your business alongside must-have deals for clients — it’s a win-win opportunity.
According to data from InvestPro, it is 5 times less expensive to retain an existing customer than to earn a new customer, and once returning clients invest in your membership program, they are 60-70% likely to buy additional services or products.
Collectively, membership programs offer a proven way to cater to existing clients, keep them coming back for more, and increase their lifetime value. You can watch our webinar on creating, customizing, and managing spa memberships to learn more.
9. Add new membership tiers and options
If you already have a membership program in place, consider updating your current offerings.
To start, consider how you can upsell existing members by introducing irresistible new membership add-ons.
For example, let’s say you have a monthly facial membership. You can update your add-ons to include popular facial massages, hand massages, foot treatments, aromatherapy, or any other business specialties at a discounted rate. The client is already in your chair — now you are making the most of their service window while better suiting their needs and boosting your revenue.
Another option is to create more affordable membership tiers for interested clients who may be held back by the price.
This strategy can drastically increase the recurring appointments for your business by boosting membership numbers. However, before moving forward with this idea, be prepared for the potential that existing members may downgrade to save money. As such, this option may be preferred for underutilized membership programs looking to gain momentum.
10. Offer additional membership incentives
Promoting additional member-only deals, limited-time offers, and other incentives can help encourage new membership signups. For example:
Your website is a vital connection between your business and your clients — from information to deals and online appointment scheduling. It is also a source of unpaid marketing traffic. Simple website improvements can have a noteworthy impact on your organic marketing performance:
11. Fast, seamless online booking
Successful online marketing requires a positive user experience. For example, if your marketing efforts successfully bring clients to book an appointment, but your online scheduling tool is slow, glitchy, or unresponsive, you will lose the sale almost every time.
On the other hand, a seamless online booking process will help interested clients transition from browsing your online service menu to sending you a deposit within minutes.
Not only will fast online booking improve your customer experience, but it will also help you meet Google’s Core Web Vitals — providing a positive impact on your organic search marketing.
12. Cause marketing: highlight your sustainability
Your website is your business’s primary platform for sharing its value proposition and connecting with potential clients. As such, it is also the main target of most cause marketing efforts.
So what is cause marketing? Cause marketing is when you encourage customer conversion by aligning with causes important to your community. This connection can extend from local efforts to global topics, such as social justice, inclusivity, accessibility, and sustainability.
While these are all vital causes, sustainability is an especially popular option in the spa industry. A recent study from McKinsey and NielsenIQ reports that 78% of consumers value sustainability — and spend with it in mind. The study found a correlation between ESG (environmental, social, and governance) claims and faster 5-year average market growth.
If you haven’t already, update your site to include your business’s stance on sustainability. For example, you may consider highlighting any eco-friendly products you use and the waste-limiting practices in your business. This green marketing strategy can help attract new clients to your spa.
13. New or updated service menu
Every item on your spa’s service menu is an opportunity to earn a new client or upgrade an existing appointment. Updating your service menu can have a few positive impacts on your business:
Including additional revenue opportunities: When you create new service options, you give customers the opportunity to book longer service sessions with higher appointment values.
Improved customer experience: When your client gets just what they want out of their spa appointment, they leave satisfied and feeling their best. This feeling is the kind of customer experience that will have your clients coming back for more.
Increasing unpaid search marketing: When a potential client searches for a new or trending service, businesses quick to update their service menus will be more likely to show up in online results.
For help getting started, you can offer advanced add-ons in your online booking flow with Service Customizations. This feature lets you create add-ons that adjust your service price, staff duration, and required resources. For some inspiration, click here to browse med spa service menu ideas.
Word-of-mouth marketing
Referral marketing is a powerful tool for spa businesses. It rewards your most loyal clients while helping your spa stay booked. Let’s unpack some word-of-mouth spa marketing ideas:
14. Launch a referral program
The simplest way to mobilize word-of-mouth marketing is with a referral program. Potential customers are more likely to trust recommendations from friends and family members — especially when it comes to local services.
The spa setting can be a vulnerable environment where clients want to feel safe and comfortable. Hearing or reading about other clients’ experiences can be just the push they need to trust your business. In fact, 93% of customers consider referrals more trustworthy than traditional advertisements.
Best of all, referral programs offer benefits for everyone involved:
Referrers: Your most loyal clients will be rewarded each time they help someone new find your spa — with gift cards, service discounts, or whatever reward structure your business creates.
Referred clients: In return, these recommendations alleviate the need for new clients to extensively research local businesses in favor of anecdotes and personal testaments from trusted sources.
Your business: This strategy can improve your existing client loyalty and satisfaction while seamlessly growing your clientele. Additionally, referred clients are more likely to be a good fit for your business (and perhaps become repeat customers), as they were recommended by someone who knows both your spa and the new client well.
If you already have a referral program in place, you can further market this option with additional incentives during slow months. For example, if your spa offers a $10 gift card reward for every referral, consider making it $20 (or even $30) for a limited time. Such offers can remind clients about your program and encourage more active referrals.
16. “Soft” referral rewards
If you are not ready for a full referral program, you may consider launching a “soft” word-of-mouth marketing program. These rewards incentivize testimonials that spread awareness and reflect your business in a positive light online. For example, consider giving clients a small discount on their next service when they tag you in a social media post.
Social media marketing
Creating a strong social presence can attract new clients and show off your brand’s personality. While the social media landscape is constantly changing, here are some foundational spa marketing ideas you can implement right away:
17. Organic social media marketing
Bolster your social media presence to engage with your community and earn new clients. Unpaid social media marketing, at its core, involves posting content about your business to encourage engagement.
Relatable slice-of-life and humorous content are great ways to engage with potential clients and members of the industry to grow your brand and market your business.
18. Contests and giveaways
Contests and giveaways offer a simple way to improve your spa’s online presence. In these marketing campaigns, your spa asks followers to adhere to certain rules for a chance to win a prize — often a free spa service, gift card, or package. In return, you often gain followers, spread your brand’s reach, and generate leads. Some examples to get you going:
Comment and tag to win: Have clients comment on your post and tag their friends for a chance to win — providing potential leads and spreading brand awareness.
Submit a photo or video: Have clients submit their content about your spa, services, or their experiences with your business. This contest can boost your following while providing a seemingly unlimited supply of customer content to repost on your social channels.
Sweepstakes giveaways: Unlike contests, sweepstakes simply involve an individual sharing their contact information for a giveaway raffle. In addition to creating excitement within your community, this practice can also generate new leads for your email marketing campaigns.
19. Boost client-led social
Encourage clients to share their spa experiences and tag your business online. When a client shares a positive review on social media, this can pique the interest of potential customers in their network. As mentioned above, this marketing effort can also be incentivized with a small service discount.
20. Sharing client photos
Your spa’s portfolio is a vital marketing tool — especially for estheticians. This resource showcases your talents and skills to potential clients. You can request permission to share client photos during the booking process. This marketing effort works to provide a few benefits for your business:
Easy social media content for your business to share.
Encourages clients to repost/share — enhancing your brand awareness.
Makes your clients feel supported and connected to your business, encouraging rebooking and client loyalty.
21. Influencer or affiliate social media marketing
You may consider reaching out to local influencers to help get the word out about your spa. Influencer marketing is incredibly effective — the influencer marketing industry is expected to reach $7.14 billion in 2024, thanks to the potential for a high ROI on these marketing efforts.
As a local business, this marketing strategy would primarily only be effective with influencers who have a following in your area. Consider asking an influencer to visit your spa for free in exchange for a review or hiring them to create new affiliate posts.
3rd-party marketing opportunities
Beyond the traditional advertising outlets, you can connect with 3rd party sources for unique marketing opportunities:
22. Additional listing sites for spas
While Google Business Profile is the most popular directory listing site, there are a few others you can optimize to ensure your business is well represented across devices and platforms.
Yelp is an online review platform for local businesses, including spas. Data suggests more than 2.7 million individuals turn to Yelp daily for insight. You can verify your Yelp listing for free to keep your information updated and ensure customers can reach you. For even more Yelp traffic, spas can buy ads that will put your business at the top of relevant searches.
Apple Business Connect is a platform used to keep information updated on Apple Maps and Siri voice searches. Being that Apple Maps is the default navigation and listing source for the 150 million US iPhones, it is essential your spa’s business information stays current on the platform. Take a moment to claim your business on Apple Business Connect and update any outdated information.
Bing Places is Microsoft ’s directory listing management platform. Thanks to Microsoft’s exclusive license and partnership with OpenAI’s popular ChatGPT tool, the company has been on the rise — now with more than 100 million daily active users. So, when a potential client asks Bing Chat about local spas, will it respond with accurate information about your business? The easiest way to ensure accuracy is by claiming and updating your free Bing Places profile.
23. News platforms and outreach
News stories can create a buzz about your spa in the community. Consider sending a media pitch to local stations or offering your expertise on a trending topic in your specialty. This method is an easy (and free) way for your spa to reach a large audience.
24. Community marketing opportunities and events
School fundraisers, local sporting events, and business partnerships are all popular ways to support your community while marketing your spa. Similar to cause marketing, potential clients who benefit from your community efforts may feel excited to support your business in return.
Product marketing: in-person and online
Retail sales offer a vital second revenue stream for your spa. After each service appointment, you can boost sales with product marketing:
25. Product promotion
Product promotion is simply about connecting your clients with the products they need. At its core, there are a few basic pillars of product marketing and promotion:
Visibility: It is essential to keep your inventory visible to clients. Display your products at eye level with attractive, eye-catching, and organized displays.
Staff training: Train staff members on retail sales and consider offering spa product commission as an incentive. You should also keep staff up-to-date on promotions and ensure they are communicating relevant offers.
Discounts: When product sales are slow-moving, you can advertise a discount or deal in your store and online.
26. Bundles and packages
Do you have any products that you are sure clients would love — if only they gave them a try? By bundling your hidden gems with your most popular products, you can get sales moving on a wider variety of retail items.
27. Strategizing with inventory management
Organized inventory management and successful product marketing go hand-in-hand. Use your inventory management system to strategize and inform your product marketing plan. Smart inventory management can also help track product sales and commission rewards to keep accounting simple, reducing overhead costs and boosting profit margins.
Stealth marketing with branded merchandise
Expand brand awareness and engage a few attractive marketing techniques with in-house merchandise:
28. Brand awareness
Stealth marketing is the process of improving brand awareness through product placement. It is a subtle, affordable, and practical form of marketing.
For example, let’s say you sell or give away branded tote bags, tumblers, and stickers. As locals see your logo around the community, your brand visibility gets a boost and becomes an more recognizable choice when potential clients try out a new spa. It may also invoke curiosity, encouraging individuals to inquire about your business and get positive feedback from existing customers.
29. Merch giveaways
Simply put, people love free stuff.
An easy way to gain attention for your spa is with giveaways. While spa service giveaways are perhaps the most sought-after, you can sweeten the deal by including branded merchandise in giveaways and promotions. These items also make perfect second-place consolation prizes, and serve the brand awareness points mentioned above.
30. Merchandise sales
Whether it’s a dreamy eye mask or the robes that your clients just can’t get enough of, your spa’s appointments will expose clients to products that they are sure to love. At the end of the service, share that you sell them in-house. Selling branded merchandise can help bring in another stream of revenue for your spa while widening your stealth marketing strategy.
Spa service promotions and gift card discounts
Your spa services are at the heart of your business. By offering deals, discounts, and promotions, you can make the most of every marketing opportunity:
31. New client discount
You know the value of your business, and once potential clients give you a chance, they are sure to see it, too. However, it can be hard to get new clients through the door. You can encourage new clients to book with a deal or discount on a customer’s first appointment. Once you share the magic of your services, you can turn these new customers into loyal clients.
32. Limited-time add-on deals
Similarly, clients might not always see the value of an add-on until they give it a try. By making add-ons discounted for a limited time, clients will be encouraged to explore something new. Once they’re hooked, they will be more likely to pay full price for the add-on later.
33. Gift card discounts
Gift card discounts offer an easy catch-all promotion to boost revenue on any occasion. These promos also work to bring new clients into your business.
For instance, when a gift card is on sale, clients are more likely to buy one for friends and family. These gifts will introduce your business to new (and potentially recurring) clients in their network. You can find more incredible gift card promotion ideas for your spa here.
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As your marketing efforts help grow your clientele and boost your profits, you will need the right management tools on your side. Mangomint is here for you. Our spa management software system is built to streamline, improve, and ease your spa’s daily operations using advanced features built with you in mind. If you are thinking about switching software, consider launching a free trial or live product demo with Mangomint today.
Emily Holzer is a Content Marketing Manager at Mangomint. She has a master’s degree in English and a passion for helping salons, spas, and other local beauty businesses thrive. When she is not writing, you can find her playing chess or tending to her houseplants. Fun fact: Emily has donated 8 ponytails (so far) across 5 hair loss charities in the U.S.
