Pulse September 2020 - Page 32

As you have probably noticed since reopening your spa, what “worked” pre- COVID-19 doesn’t exactly translate in these emotional, tumultuous times. But there’s good news: the world needs the health and healing benefits of the spa industry now more than ever before. (I just had my first (masked) massage in four months and it sounded like someone was stepping on plastic bubble wrap packaging! It was incredible!) Friend, if you’ve found yourself stuck with pandemic posting paralysis, it’s time for you to take an hour and perform a social media scan to make sure you’re on track in today’s pandemic world. Here are five questions to guide you through this critical marketing exercise: 1. Are my profiles updated, polished and relevant? Let’s start with the most basic of updates. For example, if your brick and mortar location has now gone mobile, are you clearly explaining in your bio exactly how customers and clients should book and purchase from you safely and efficiently? As local rules are a moving target and changing often, so too should your profile reflect how you are adapting to what is and isn’t possible. Pin top content to the top of your profile to explain quickly and clearly how you are modifying your business model to serve your community. 2. Are my posts selling or serving? Now is the time to un-schedule all of the “post just to check the social media posting box” posts. Product announcements and pushy promos need to be carefully examined for efficacy. You can still have fun with your content, but make sure you are keeping in mind what your customers really need from you right now. They need help. Mental, emotional, physical and financial help. How are you showing up to make them smile? Give them relief? Offer hope? Share light? Are you educating? Entertaining? We are all craving human connection and there has never been a better time to focus on posting about people over products. Stories of employees, stories of customers, stories of reinvention. Comeback stories. Good human stories. Serve your audience by providing the content that will have them stop their scroll, lean forward and smile. 3. Do my visuals still make sense? Examine your photos, videos, quotes and graphics to ensure they reflect today’s current reality and not “the way things used to be.” For example, images of a solo (aka socially distanced) person using a product or receiving a service are more realistic and relevant than a “You want your imagery to positively communicate the possibility of tomorrow, not the nostalgia of yesterday.” 28 PULSE ■ SEPTEMBER 2020