Issue link: https://www.ascpskindeepdigital.com/i/691743
www.ascpskincare.com 41 Social Media Strength. Social media is an ever-changing target. You cannot ignore your social media presence without damaging your visibility and hampering your potential to attract clients. Begin by asking yourself if you know which social media sites your clients use frequently. If you do not know, then it's time to ask! The leaders, in terms of popularity, are Facebook, Instagram, LinkedIn, Pinterest, Twitter, and YouTube. How many are you actively using? Given the highly visual and personal nature of the skin care business, your top three might be Facebook, Instagram, and YouTube. Don't discount Pinterest, as it tends to attract well-educated women with high incomes. Finding the right mix for you means being active on the platforms your loyal clients use and targeting your postings to reach new followers. Review Site Rewards. Score your business as flabby if you do not consistently track and respond to reviews—both good and bad—on popular sites such as Yelp, Trip Advisor, or local review sites. It's absolutely fine to encourage your clients to tell the world about the quality service they receive. In today's marketplace, many potential clients believe review sites just as much as—and maybe even more than—personal referrals. If you have only a few reviews, begin a campaign to solicit feedback and reward clients who review your business. FIRST IMPRESSIONS The first 10 seconds spent in your salon can make or break a relationship with a new client, as well as make an impact on retaining loyal clients. Put yourself in the place of a client (or grab an honest friend) and walk through your guest areas. Begin in your parking area and try to see it as your first-time visitor does. Where is there room for improvement? Consider signage, lighting, and overall safety factors. Action Zones. Now review your client's experience once she's in the door. Walk through your physical space and note any chipped paint, dusty areas, faded furnishings, or tired areas in your reception area, retail space, guest bathrooms, and especially the treatment rooms. It's easy to become blind to weak areas when you see them every day. With the uptick in the economy, many spas and skin care studios are putting themselves in line for a makeover. A fresh coat of paint, new or recovered furniture, and equipment upgrades, not to mention sense-soothing touches such as music and scent, may make the list of budget allocations for you. Retail Reach. To put it bluntly, dust does not sell. Your retail inventory, display, and retail sales muscles are up next for strength training. Identify retail items you need to retire. Unsold, aging inventory takes up valuable space, slowing your