Jessica Turner Australians shop, socialise and educate themselves online.
“Bricks and mortar” are the heart of most spas, salons and clinics but your online presence matters a lot nowadays too and can give your business a big competitive edge.
Juliette Olah, national content marketing manager at Westfield and expert digital content strategist, shares her advice in creating a strong strategy.
“Most businesses begin with a Facebook page or website when they start which usually acts as the primary hub for all the business’s information,” she says.
“Expanding on this, a digital strategy involves a more detailed plan which lists the business’s objectives and then maps out how digital channels can be used to help meet them.”
Start by Asking these Questions
- Which social media channels ones do your customers frequent?
- Where are most of your clients being referred from?
- Which channels (and what kind of content) meets which objectives?
Now, Create Clickable E-Newsletters!
Juliette’s top tips:
- Keep subject lines short.
- Personalise the body of your email blasts. Use pronouns such as “you,” “your” and “we”.
- Tailor messaging depending on the time or day of the week.
- Use imagery to support key messages.
- Create headlines that spark curiosity
- Be mysterious. Withhold information to be discovered upon click.
- And … never spam your readers!
Face Plus Medispas’ Bricks and Mortar is frequented by influential Vlogger Chloe Morello. Both Face Plus and Morello share their friendship on social media. Win win.
Ensure Your Site Shows In Searches
Tweak the content on your site to hold prime position in Google searches. As a result, potential clients are more likely to click on your site. According to Juliette:
- Social media channels should frequently link to your website.
- Work with influencers or partner with other brands who can act as an online referrer. Be sure to link relevant content back to your site.
- Ensure your website structure is clear, and easy to navigate by prioritising high quality content.
- Use expert contributors for blog posts. Use high resolution, professionally photographed pictures.
- Keep headlines short and relevant to the page content.
- Finally, include meta-descriptions for all pages.
And, Analyse Data
Juliette says data analysis should influence digital strategy. Therefore, you should “reactively” tweak your tactics accordingly. Her topline thoughts:
- You can educate yourself on the specifics for free. Try the free products from Google Analytics. First of all, they are easy to establish and boast a data dashboard that’s easy to read.
- Sign up to free newsletters from digital marketing sites. Try Hubspot, Social Media Examiner and Kiss Metics.
- Read case studies, take a look at what some of your competitors are doing, but then choose what’s best for your business.
“The fun thing about the digital space is that it never stops moving, and to be successful, your approach will often need to move with it.” Juliette is a digital content strategist and freelance fashion + lifestyle journalist. She’s worked with global brands such as ASOS, Ebay and Coca-cola.”
