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Photodex, which allow instant sharing to YouTube. You can even add special effects such as music and text! fCHANNEL YOUR MESSAGE Now you've shot your video, it's time to upload it. Thankfully, it's easy to do. While you don't need a YouTube account to watch videos uploaded by other people, you do need one to create your own channel and post videos. To create a YouTube account, you need a Google account and email (Gmail) address. If you don't have a Google account, you can create one when signing up for YouTube. (For step-by-step instructions go to Youube.com.) When creating your YouTube channel, ensure it clearly reflects your spa and its offerings. Your channel includes an "About" section that should offer a brief description of your spa as well as vital information such as its address, phone number, email and website. Include a beautiful photo of your facility with your spa's name and website URL prominently displayed. It's also wise to make use of all the custom tools available on YouTube. For instance, videos can be divided into categories (e.g. testimonials, tutorials, tour, services, products, staff demos), and tagged with keywords to show up in search-engine results (See "The SEO Factor," on page 100.) platform when posting a video link. "We embed a video into almost every e-blast we do and tie in the videos to what we're discussing in the email," says Tompkins. "Our clickthrough rate on these is very high." Kustek says Le Petite Retreat incorporates videos into its online spa menu. "One way we cross-promote our video of the Couples Coppertino Champagne Bath Experience is to include the link on our Couples Treatment page," he explains. "What better way to entice the client to book this treatment than to have them see it in progress? It's always better to show than to tell." Carrie Borzillo is a freelance journalist and author in Los Angeles. fTO MARKET, TO MARKET Once you've uploaded your video to YouTube, it's time to shift your focus to mass marketing your masterpiece. Cross-promote the video by posting it on all possible platforms including your website, social media outlets (such as Facebook, Twitter, Instagram and Pinterest), external blog if you have one, and in your spa's regular eblasts and newsletters. Since each site has its own distinct style and etiquette, Dohrn suggests switching up the wording slightly for each social media dayspamagazine.com/freeinfo ¥ Use FreeInfo #54 dayspamagazine.com | FEBRUARY 2014 101