How to Create 12 Months of Sanity-Saving Strategy

Are you looking for a quick, easy, and straightforward guide on how to create 12 months of sanity-saving strategy for your spa business?

If so, look no further!

In today’s iteration of Spa Business Mastery, my spa marketing manager, Delia, and I hash out the steps you need to follow in order to maximize your spa’s revenue in 2022 and beyond.

After all, why work harder when you can work smarter?

The Two Phases of Solid Spa Marketing Strategies

Before we jump in, you need to know that there are two phases of any marketing strategy.

These are:

• Strategy
• Implementation

…And you’ll drive yourself crazy if you think you can bang out both in one sitting!

While today we’ll be sharing how to approach your monthly marketing strategy throughout the year so that your mind isn’t being turned to mush by all the many moving marketing pieces that crop up month-to-month, remember that these are general monthly concepts that should be flexible enough to be moved around if things change. (For example, if a product release gets pushed back or you decide you want to launch a spa event in the Spring rather than the Fall!)

Now that we’ve disclosed that, let’s get to the meat of it:

Strategy: Batch Your Monthly Marketing Strategy to Save Time and Money

Our secret to delivering strategized monthly marketing, which we use for digital marketing clients just like you?

One word: batching!

We would go crazy if our clients were sending us random ideas for content day-by-day or week-by-week… and you’ll drive yourself crazy if you do it to yourself, too! 

So what should you do instead?

Step #1: Set Aside Brainstorming Time in Your Calendar

Once a month, block off a set few hours that you can sit down and consistently focus on brainstorming the coming months’ marketing plan without interruptions.

As a spa owner, it can oftentimes feel like it’s counterintuitive to not do your marketing on the fly: as former spa owners, doing it that way can have a knock-on effect of:

• Making your marketing messages choppy due to constant last-minute pivots
• Making your marketing messages inconsistent and, at worst, conflicting with one another
• Making your marketing messages overly promotional (after all, no one likes being blatantly sold to!)
• Making your marketing messages lack balance; we encourage our digital marketing clients to rotate promotional, educational, and engagement-related posts

The result? Less targeted, less results-driven messaging… and, in return, less return on investment for putting the time into in the first place!

Step #2: Get an Accountability Buddy Onboard

As the Kirsten Foss Coaching team proves, two heads are better than one! Especially when it comes to the strategy phase of your 12-month spa marketing plan.

We advise booking time with another team member, a spa marketing speciality, or our “esty besty” to brainstorm! When you talk things out, it’s often times easier to see gaps in your ideas (and opportunities to strengthen them)... plus, you can have an “accountability buddy” to ensure that your marketing is:

• Planned out, rather than last-minute
• Results-driven
• On-brand and aligned with your spa’s values
• Being offered at the best times of the year (especially seasonal retail!)
• Aimed at your Ideal Client

In fact, send this blog to your ideal accountability buddy right now to see if they’d be interested in planning a strategy sesh with you!

Step #3: Write Your Strategy Down

Last but certainly not least, create a running document (preferably online for easier future findability!) for your monthly marketing strategy notes.

While we here at Kirsten Foss Coaching love a good Excel spreadsheet, even a simple Google Doc would do.

Once you’ve taken the time out to pen your strategy, remember that this content can be used (and repurposed!) for publishing across social media, email marketing, blog marketing, paid advertising, and even your general website info. 

And, as a bonus? Having your notes written down means that two, three, or even six months later you can revisit your initial ideas with fresh eyes… and even expand on previous ideas in future monthly marketing!

Pro Tip: The best time was yesterday. The next best time is now! Get planning a minimum of one month ahead.

Implementation: Cement Your Spa Marketing Action Steps

Once you’ve got your strategy brainstormed and written down, it’s ready to cement your spa marketing action steps!

We recommend breaking up your implementation stages into different days so that you are not attempting to tackle them all at once. To fully maximize your spa marketing messages, we recommend these stages be:

Your Spa Biz’s Social Media

First up will be implementing your messages across all of your existing social media channels via a scheduler like Later. 

This stage will encompass:

• Feed design (graphics, Reels, Stories); we love Later because of its drag-and-drop feed designer!
• Captions
• Hashtags
• Scheduling the posts for a minimum of three times per week

Like most things, this stage will become easier the more you do it! And, as a bonus? Once you’re done, you’re done. Even for posts that need to be manually scheduled, Later gives you helpful reminders! All others will be automatically posted.

Emails for Your Spa Clientele 

For the email stage, you will repurpose all of the existing visuals and captions for your:

• Copy
• Image/s
• General email design

Remember that testing is non-negotiable when it comes to email marketing! Make sure that your emails are being sent to the right people, at the right time, and that all your links are functional. You’ll thank yourself later!

Educational Blogs

While blogs are certainly the heaviest-lifting on this list, you can scale down on the amount of time needed to write a basic blog for your spa business by using any given month’s pre-decided topics and captions.

For blogs, you’ll want to incorporate:

• A bare minimum of 500 words
• At least one featured image
• Backlinks to credible spa-related websites that reference your given topic
• Related keywords carefully strewn across your copy (without stuffing them in unnaturally!)

Once you’re done, we advise that you schedule your blog in advance and make sure that it’s able to be shared to social media so that you can link back to it in future social posts!

Your Business’s Website

Last but certainly not least is your business’s website: instead of reinventing the wheel, you can base promos or retail features on what you already have as the focus of your email marketing, social media, and blog marketing.

This can come in the form of:

• Banners on your website (which can even be the same as some of your social media graphics!)
• Promotions
• Pricing
• Coupon codes

Ready to Create 12 Months of Sanity-Saving Strategy for Your Spa?

If all of this overwhelms you despite the break-down (and trust us: you wouldn’t be alone!), then the team at Kirsten Foss Coaching is happy to do it for you.

Contact us today to check out our myriad of done-for-you digital marketing services.