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MARKETING SAVVY lengthy videos can cause your audience to lose interest and go elsewhere. Capture compelling client testimonials. Client testimonials are a great way to get potential guests interested in your spa's offerings. That said, not everyone is a "natural" on camera. Choose clients who are comfortable being filmed and aren't prone to freezing or clamming up. "Videos 5 should look real and candid, not scripted," says Dohrn. "They should emulate the 'target client' your spa is seeking. Keep videos diverse, not just in content, but also with the type of people featured. Include a variety of race, gender and age categories. And, don't forget to have them sign a release allowing you to use the video on multiple media platforms." Inadequate INSURANCE Coverage Could Injure Your Business SALON NATURALE KNEW BETTER. When a patron suffered burns during a waxing procedure, she sued the salon, claiming negligent hiring, training and supervision of the technician. Fortunately, when it came to their insurance, Salon Naturale knew better. They were prepared with Beautician's Professional Liability from SASSI. Loss: Bodily Injury Claim Paid: $25,000 In this case, inadequate insurance would have caused a salon business meltdown. Phone 888-823-9380 Email info@SASSIagency.com www.SASSIagency.com I NSU RA N C E W H E N YO U K NO W B ET T E R ® dayspamagazine.com/freeinfo • Use FreeInfo #53 100 DAYSPA | FEBRUARY 2014 6 Maximize other media outlets. "We're very fortunate in that most of our videos are actually media clips from TV outlets that have featured us," says Kustek. "Don't turn down any PR opportunities as they can be used very effectively and as long-lasting marketing tools." Embrace the slideshow. If you're handier with a still camera than with video, you're in luck. Slideshows can easily be created via iPhone and smartphone apps such as Animoto and 7 THE SEO FACTOR SEO (search engine optimization) is essentially the avenue through which clients will find you. For instance, when a potential spa-goer searches "day spas in New York", the goal is to have your day spa appear at the top of her search results. The content you include on your website and social media outlets can have an impact on your Google (or other search engine) ranking. One way to improve your chances of a high ranking is to feature quality content on your website, and that includes videos. "The interesting thing about YouTube is that when Google is looking at your site to determine how it should rank you, it gives websites that have YouTube videos an extra boost," explains Dohrn. Indeed, the videos themselves can show up in search engine results. "This all translates into more business through your door," he adds. It's also wise to update your YouTube offerings. Dohrn advises spas to shoot 12 videos a year to keep Google rankings high. "Websites with new content, especially YouTube videos, always rank higher," he adds. When comes to keywords to include in your YouTube video's description and title, less is actually more, so choose carefully. "Include your spa's name and prominent keywords or phrases used in Internet searches," says Dohrn. "Google rewards you for being specific."