Pulse September 2017 | Page 44

“Use and build your network to stretch your marketing budget. The more you do for others, the more that will come back to you. Working with Bon Vital at a show or representing the Langham NYC at the ISPA Media Event is an example. By helping them to be successful, Saltability is also successful. We do more together!” — ANN BROWN Founder, Saltability notes that to be successful on social media, you must be consistent. She suggests posting regularly with both your own content and interesting content from other relevant sources like beauty bloggers, industry publications and more. As much as social media is great for pushing your product or service, don’t only use your account to toot your own horn. “Consumers will get bored if you only share photos of your product,” Munley adds. “Think outside the box!” Constant Content Getting your name out there is important, but to stay top of mind to your customers, you must constantly be there. Putting out a steady stream of content, whether on your company’s blog and social media accounts or in industry publications or events, will help potential customers know who you are and eventually want to work with you. “Build a calendar,” suggests Kocak. “Include everything from email newsletters to blog and social media posts. This will hold you accountable and keep your content regular so you’re always on your customers’ minds.” Because Sorella is a brand-new company, Munley is also constantly trying to keep her brand at the top of people’s minds. “We jump at the chance to do a free product spotlight in industry magazines, to write articles or to teach classes on what we do,” Munley says. “We are open to sharing tips and tricks that we’ve learned along the way to help others’ success, and this helps get our name out there without costing us a lot of money.” Munley also adds that getting involved in the community or industry outlets will help get your name out there and offer opportunities to share your ideas, product, service or knowledge with the right people. Many times, these opportunities only cost a little of your time, but the payout can be huge for your brand. “Write an article for a magazine, offer to speak at an industry event and get to know your local spa professionals or companies,” adds Munley. “We are often surprised at how many wonderful companies are local to our area and how we can help each other grow and network.” Rising Tides Raise All Ships Speaking of working well with others, another tip for spa leaders looking to stretch their marketing money is to partner with similar companies offering complimentary services to expand both of your client bases. Saltability founder Ann Brown says that focusing on grassroots efforts, (coNtINUEd oN PAGE 44) 42 PULSE ■ September 2017