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MARKETING SAVVY Video Stars How to create, market and optimize a dynamic YouTube video. Initially, when you think of YouTube, images of teen singing sensations, keyboard-playing cats and Korean dance crazes probably spring to mind. However, aside from being an online avenue for videos that end up going "viral" (popular by means of Internet sharing), YouTube and, to a lesser extent, other videosharing sites such as Vimeo and Flickr, is a veritable marketing gem. Businesses, including day spas, are increasingly leveraging the power of YouTube to generate buzz—and clients—around their services and offerings, and are increasingly including the outlet in their marketing campaigns. "YouTube is a differentiating factor," says Internet marketing consultant Ryan Dohrn. "Consumers are most likely to revisit websites that have compelling content. Videos are a great way to make more of an impact—and, ultimately, get more clients through your door." When a potential spa client views content they like on YouTube, they are more inclined to feed that interest by visiting the business's Facebook page or website. This, in turn, results in increased web activity and overall exposure for the spa. Some spas that have jumped on the YouTube train are reporting drastic results from their efforts. Michael Tompkins, CEO of Miraval Resort & Spa in Tucson, Arizona, says the response from the spa's video 96 DAYSPA | FEBRUARY 2014 By Carrie Borzillo ventures has been nothing short of amazing. "Since starting our YouTube channel in 2010, we went from 1,000 fans on Facebook to 20,000 in the first year and we've since doubled that," he reports. "YouTube is a big part of that growth because the videos get our Facebook followers coming back to the page. That, in turn, translates to dollars for us because we offer our Facebook fans specials that aren't available to anyone else. In one weekend alone, we sold 500 specials!" Le Petite Retreat Day Spa in Los Angeles also credits YouTube for the spa's increase in foot traffic. "A great video can attract clients to your website and keep them on it longer to learn more about what you have to offer," explains owner Ron Kustek. "Thanks to YouTube, a lot of our business comes from our website and guests now expect to see our videos! It's a piece of the marketing puzzle you just can't ignore." Want to get in on the YouTube action, but don't know where to start? No need to worry: with our expert's advice, you'll be posting like a pro in no time. fYOUTUBE 101: SEVEN TIPS If creating a video that may be seen by thousands of people seems daunting, it needn't be. A smartphone and basic computer skills are all that's required. And don't fret