My Customer Journey Finding a New Facial Spa
In October I got a fractional laser treatment. My first one and it was great. But overall I felt it was a bit too intense for my skin.
I have a strong loyalty to my current medspa and will continue to go there for services but I was looking for a less intense laser which they don't offer. So I began my search.
I want to take you through my thought process when picking a new spa because I actually didn't start it on Instagram BUT their socials did come into play at one point during my decision process.
Now, this spa came onto my radar when a pilates studio in my area partnered with them. I went to a reformer class well over a year ago and they gave me a certificate for $50 off a medical-grade facial. That's how first learned of them. I kept that certificate and recently found it while organizing my junk drawer.
They are in the neighborhood next to me so I've walked past their spa while walking my dog. They are within walking distance for me which is great. I like their aesthetic, their space looks clean and they have a great retail section carrying just a few lines but as someone who works in the industry, I know those lines are good quality.
Remember I haven't even looked at their socials yet.
I went onto their website and saw that they offered the laser I was looking for and also had worked it into their monthly facial membership. You could pay a fee to have your regular facial bumped up to the laser facial. I liked this as I'm looking to invest in monthly facials in 2023 but don't want every facial to be a laser facial. Their facial membership also had add-ons but only 3. I liked this because I didn't feel overwhelmed by tons of add-ons.
Next, I checked their google reviews. Those looked good.
Finally, I moved to their Instagram. I assumed they would have an active Instagram and honestly, if they didn't I probably would have moved on to another place. Going into a new spa can be nerve-wracking I mean these individuals are going to be touching my face and in this case using a laser on my face. Taking a few minutes to scan their socials made the stress melt away.
Their content:
- Showed their staff. - My thoughts -> Great now I know who will be touching my face.
- Showed some treatment videos and before and afters. - My thoughts -> Awesome they know their stuff and can get results.
- Showed their space and product. My thoughts -> It looks relaxing and comfortable I will be able to de-stress while I'm there. I don't have a lot of free time over the next few months so I wanted to make sure it looked like a space I could feel relaxed while getting zapped.
- Educated the viewer. -> I honestly feel like educational content is an assumed content pillar at this point. My thoughts -> Great they care about educating their viewers.
This was my experience and my journey as a soon-to-be client. I haven't been for my appointment yet, I'll let you know my thoughts and the things that stick out about the experience once I go in.
It just goes to show how your socials shouldn't be the end all be all of your marketing strategies. Many people (me included) use it as just one key element in the decision process.
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