DEC 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 58 of 84

[ 56 ] • DAYSPA • december 2016 plugged in by Jennifer Purdie Acing Advertising: Part Two A beginners' guide to reaching potential clientele by harnessing the power of social media advertising. © GETTY IMAGES T hese days, it seems like everyone, regardless of their demographic, devotes endless hours to updating their social media profi les with photos of meals, musings and selfi es. In fact, according to a 2015 study by research fi rm Forrester, smartphone users in the U.S. now spend more time on Facebook than on Google's applications. This excessive screen usage may not help us achieve well-balanced lifestyles, but for spa owners seeking to capitalize on society's social media obsession, it may be a boon. How? By advertising on Facebook, Instagram and Twitter, they can target established, built-in audiences. That said, even if your business has these popular social accounts, the goal shouldn't necessarily be to advertise across all of them. "Determine the top two social channels where you think (or know) your customers are and own those spaces," advises Laura Knapp, managing director of Social Reality's SRAX social division, an internet advertising company. Even if you do want to try out all your options eventually, she cautions, avoid spreading yourself too thin at fi rst and instead focus on a single site at a time. The following how-to will help you develop ad campaigns on each of these three social media giants.

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