Issue link: https://www.ascpskindeepdigital.com/i/1482182
Use your upgrade discount to become an ASCP Professional member today! ascpskincare.com 37 • Do use the statistics tools regarding your posts and their performance, which are available on business accounts. • Do define your social media audience and get specific. This can be based on who you want to work with, what you specialize in, or your most popular treatments. • Do perform hashtag research. Find out which hashtags are most used and perused by the audiences you're trying to reach. • Do give customers the option to contact you and book services easily from your social media pages. ASCP members have free access to PocketSuite—an online booking tool that not only lets clients easily schedule appointments, but also stores HIPPA-compliant client forms, sends appointment reminders, and allows for credit card processing. Learn more about PocketSuite on page 39. Don't • Don't go on following sprees. Most social media platforms read this as spam and will harshly punish a page for acting like a spam account. • Don't leave the same comments over and over to farm engagement. • Don't use the same hashtags repeatedly. Vary your hashtags by the content of the post. • Don't go overboard on hashtags; 20–25 per post is best. • Don't neglect the algorithm. Research what each platform is prioritizing at the moment. • Don't be inconsistent. Social media algorithms like consistency. If you can't commit to posting daily, post once or twice per week on the same days and around the same time. Jaime Schrabeck, PhD, is a salon owner in California, and an expert witness for the cosmetology profession. Rachel Deroche is the social media coordinator for Associated Skin Care Professionals. Smart Marketing Development Unless you're a competent writer, graphic designer, and website developer, you shouldn't attempt these projects on your own. Without the requisite ability, the results can often be inferior and amateurish, and that's certainly not the first impression you want to make. Here are some suggestions to get you started: • Set a deadline for launch or revision. • Gather examples from other businesses. • Do not plagiarize. • Write your own service descriptions and salon policies. • Be direct, concise, and accurate. • Work with a graphic designer for professional results. • Select colors, fonts, and images that reflect your business. • Proofread your content, and then proof it again. • Plan on revising on a regular basis. • Direct clients to your website at every opportunity. vlada karpovich/pexels