Pick a small town in a magical location or a wealthy suburb in a city, and all bets are on there is a day spa attached to a hotel. If you are the owner, your number one goal is trying to entice customers to your business. There are the tourists and the locals, and this story is about where to spend your digital marketing dollars in 2023 to attract more locals.
Tip #1 on getting locals to choose your day spa
They’re new to town and want to choose a day spa. This will possibly be a many-years relationship and so they want to choose carefully and to have a look around. The first thing they do is search the local directory and type ‘day spa’ into their phone, followed by their ‘location’. Then they have a look at the types of treatments these spas offer and read the reviews. Now they have enough information to ask the opinion of their new work mates, housemates, and anyone else locally that they have become acquainted with. In the next few days, they will try to walk past or visit the recommended day spa, even if this involves walking past your unrecommended business. This is a four-step process, so how to you tap into that?
If your day spa didn’t pop up on the first foray into Google, then steps two to four are less likely to happen. That’s right, to hook a new local, your business needs to be there when they do their initial local search on Google or Bing or whatever local search marketing engine they prefer. Tip #1 is make sure your business has a great online presence.
Tip #2 on getting locals to choose your day spa
Scenario two, a local woman wants to be pampered after reaching a milestone such as a birthday with a zero in it, having a baby, getting married/divorced. The first thing she does is ask all her friends where they go for their beauty treatment and then she types the names of these places into her search engine. Up pops the recommended places, along with some other day spas where the search engine recognises her location, and without an investment in local marketing unfortunately your business will not be in these results.
Pretty soon, there will be a second recommendation for the same couple of day spas. The second recommendation will be through the search engine (e.g. Google), her friends, and through her own daily experiences of being in town. The local woman will probably pick her day spa from this selection.
The trick here is to have your online presence populated with keywords that relate to your industry. This takes an enduring effort over time to continually produce posts and place them in a relevant local directory.
At the intersection of a consumer making a choice and search engines producing results, a critical aspect of human behaviour comes into play. Research shows that online searches are driving offline sales, with 97 percent of consumers searching online to find a local business.
So how do you get Google to show your day spa when local people are doing a local search? The answer is in two parts. Tip #2 is to invest in hyperlocal search engine marketing so that your business ranks in local search results, including Local Pack / Map Pack, Local Finder, Google Maps, localised organic results and Knowledge Panel.
Secondly, you need to continue investing in the traditional search engine optimisation method of using keywords in your website’s meta information. More on this in tip #3 below.
Tip #3 to promote the day spa part of your hotel
Traditionally the day spa part of your hotel is not that visible from the street. But the huge selling point for your day spa customers is they get to experience the grandeur that comes with a hotel. Walking through the hotel lobby to get to the day spay is a big part of the journey towards a luxurious experience.
A key part of digital marketing for restaurants, bars, spas, and hotels is to make the most of Google searches being done by people who are on the spot, the potential customers wanting pampering right now.
Our job is to find out what these people are typing into their mobile phones, and people wanting a spa treatment are typing in things like ‘facial’ with search engine Google helpfully providing elective text such as ‘right now’ or ‘near me’ . If your day spa doesn’t show up in the search results, then these potential customers are walking out into the street to find a day spa that came up on a local search directory such as Map Pack.
Research shows that 64% of consumers say they check online reviews before going into a shop, restaurant, or day spa, and these are the type of local search marketing keywords your business needs.
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Make sure you choose an expert digital marketing agency to do your hyper local marketing. Be sure to cover off other important items such as being mobile first, and website rankings for speed and links.
Does your restaurant or bar have a marketing strategy in place that has locals flowing through the door? No?
Then It’s time to book a demo using the calendar or contact our Partnerships Director Nick Hollows nick@omnihyper.com and find out how HyperZone® can generate additional revenue for your hospitality business.
Make sure you choose an expert digital marketing agency to do your hyper local marketing. Be sure to cover off other important items such as being mobile first, and website rankings for speed and links.
Does your restaurant or bar have a marketing strategy in place that has locals flowing through the door? No?
Then It’s time to book a demo using the calendar or contact our Partnerships Director Nick Hollows nick@omnihyper.com and find out how HyperZone® can generate additional revenue for your hospitality business.