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MARKETING
3 DIGITAL MARKETING HABITS IT’S TIME TO LEAVE IN 2021 By Rachel Medlock, Do You Even Social?
I’m sure I speak for many of us when I say that the list of things ready to be left behind in 2021 is long… like really long. So, I hope you don’t mind that I’m adding a few more things to that farewell list! They all have to do with the way beauty businesses embrace, or don’t embrace, their digital marketing. Over the past 2 years, many salons, spas, and clinics in our industry have had to get quickly acquainted with the online world as a means to keep their business afloat. As we welcome a brand-new year with your doors permanently open, I encourage you to not dismiss what you’ve built and learned over this challenging time but take what’s worked well for your business and keep doing it! The way consumers shop and engage with brands online has changed forever which is why these are 3 digital marketing habits, I want you to say ‘thank you, next’ to in 2022. Thinking you own your social media presence Something that ramped up in 2021 was our social media accounts being taken away from us with no notice. From the hot minute that Australians couldn’t access news via Facebook to the great Instagram outage of 2021, it’s become increasingly apparent that the relationship with our social media accounts is more Khloe and Tristan than Kourtney and Travis on the stability scale. We do not own our social media presence; we never have, and we never will. So, it shouldn’t come as a surprise when I say I want you to farewell relying on your socials for every form of marketing communication in your business. Without a doubt, social media should play a leading role in your digital marketing strategy, but it shouldn’t be the only one because if these platforms are to disappear one day, you’re suddenly left with very little to work with. Embrace the list of followers that you DO own – your database! The list of people that have signed up to your email marketing and those that have ticked ‘yes’ to receiving marketing communications from you in their client intake form. These are the people that you want to 68
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have front and centre when launching a new promotion. They already know, like and trust your business and can convert to sales much quicker than those cold leads that need to work their way through your marketing funnel first.
Leaving your socials to the last minute
If I had a dollar for every time someone has told me that social media ‘takes too much time’, I’d be typing this article from my private island in Mexico. Yes, running an effective social media presence takes commitment but when managed correctly, it doesn’t need to eat up your time every single day. Just like a good skincare routine, am I right?! ;) 2022 is time to take your social media presence seriously and start pre-planning and scheduling your content. Just a few hours, one day a month, can have your next 30 days of content locked and loaded so all you have to do is get on with doing what you do best! I call this the Social Media Scheduling Date, where you book time in your calendar to create social media posts that reflect your overall marketing calendar for that month. Then, schedule them in your go-to scheduling tool on the days and times that work best for your page and watch them seamlessly land on your feed without you needing to lift a finger. A few hours a month to take control of your socials versus frustration every couple of days whilst you figure out what to post? I know which one I’d choose.
Ignoring the power of video
You have without a doubt seen the rise in popularity of Instagram Reels, TikTok’s and Instagram Lives over 2021 and it’s no coincidence
that brands have jumped on the video train with them – video is queen! I know the term is king, but queen just sounds so much better don’t you think? When you break down WHY video performs better on social media, it’s actually pretty simple. Video content is seriously prioritised by the social media overlords because it keeps the user engaged on their app for longer. Good video content (yes, it still must be worth watching), it’s naturally favoured by an algorithm that’s designed to foster relationships and get the user logging back into the app more often. If your content is ticking those boxes, it’ll generally reach more people and stay in the spotlight for longer. I want to see more video content on your feed in 2022, especially Instagram who is prioritising video content like no other. Now, don’t panic. This doesn’t mean telling you to get infront of the camera and start practicing your dance moves (totally go for it thought, if that’s your thing) but to press record and give your followers a more detailed look at your treatments, products, space, and client experience. Think of the difference between taking a photo of an intriguing treatment, like a HydraFacial or a Carbon Laser Facial, versus a 30 second – 1 minute video of that treatment actually being performed. Which one do you think is going to grab the attention of the follower quicker and keep their eyes on it for longer? Take a look at the posts you’re planning for that month and ask yourself, “can any of these be turned into a short video?”. You’ll find that your content will likely perform better, and you may find some extra booking enquiries in your DM’s sooner! Win win! www.doyouevensocial.com
