How Spas Can Effectively Target Local Clients

As a spa owner, your primary audience often consists of clients who live or work close to your location. People tend to choose convenience when booking treatments or wellness services, making it essential to focus on attracting local clientele. Rachel Baker offers valuable insights into how spas can target these nearby clients efficiently and cost-effectively.

Here’s a guide to the best strategies for bringing in clients from your local area.

1. Leverage Geographically Targeted Ads

One of the most direct ways to reach potential clients close to your spa is through geographically targeted advertising. Platforms like Google and Facebook offer the ability to narrow down your audience by location, ensuring that your ads reach people who are most likely to visit.

Facebook and Instagram Ads:

When creating an ad campaign on these platforms, you can set your target audience to only include people within a certain radius of your spa. This ensures that your promotions, such as discounts or new services, reach those who live or work nearby.

Google/Bing Ads: 

Search engines allows you to focus your ads on specific geographic areas, showing them to people searching for services within a defined region. For example, if someone types “facial spa near me,” your ad can appear at the top of the search results if they are within your set location.

Google Maps Ads: 

Rachel Baker emphasizes that Google Maps is a highly effective tool for local businesses. Many people search for services based on proximity, and boosting your presence on Google Maps can help you appear in more local searches. By paying for ads on Google Maps, your spa can be highlighted to users searching for nearby spas, making it easier for them to find and visit your business.

2. Optimize Your Spa for Local SEO

In addition to running paid ads, optimizing your spa’s website and online presence for local search engine optimization (SEO) is crucial. This helps your business show up when people in your area search for services.

Google My Business Listing: 

Make sure your spa is listed on Google Business, and that your listing is complete with accurate information, including your address, phone number, business hours, and services. Encourage satisfied clients to leave positive reviews, as this helps boost your ranking in local search results.

Local Keywords: 

On your website, use local keywords like “spa in [Your City]” or “best facial in [Neighborhood]” to improve your chances of appearing in relevant searches. This not only helps people find you but also signals to search engines that your spa is a local business.

 3. Partner with Local Businesses

Building partnerships with other local businesses can be a powerful way to attract clients. Baker suggests that cross-promotion with businesses in your area can introduce your spa to a new audience that’s already close by.

Collaborations: 

Partner with local fitness centers, yoga studios, or boutique shops to offer joint promotions. For instance, a yoga studio could give its members a discount on facials at your spa, and you could do the same for their services.

Pop-Up Events: 

Host or participate in local events that bring together community members. This could be a wellness event at a nearby hotel, or a pop-up spa day at a local market. Events allow you to introduce your spa to potential clients who live in the area and are looking for wellness experiences.

4. Run Local Giveaways and Referral Programs

Giveaways and referral programs are an excellent way to tap into the local community and generate new business. Baker suggests that offering incentives for clients to bring their friends or share your business with their network can significantly increase local word-of-mouth referrals.

Referral Discounts:

Offer existing clients a discount when they refer someone new who lives in the area. To make it more appealing, you could run a “Bring a Friend” promotion where clients can bring a guest for a discounted service. This encourages your current loyal clients to help spread the word to their local network.

Encourage Group Bookings

Offer incentives for people to book parties at your spa.  By offering group discounts or advertising that parties can book a spa visit can introduce more local clients to your location.  Bridal parties, Graduation, Birthdays or Black tie events can be a great way to get more business. You can partner with party planners to offer a fun unique experience at your spa. 

5. Engage with Local Communities Online

Participating in local online communities is a free and effective way to build awareness and engagement with people nearby. Many cities and neighborhoods have Facebook Groups or Nextdoor pages where residents ask for local recommendations.

Local Social Media Groups: 

Join local Facebook groups or community forums and become an active participant. Offer advice on wellness, skincare tips, or self-care routines, and subtly mention your services when relevant. This positions you as an expert and keeps your spa top of mind for anyone looking for a local solution.

6. Utilize Direct Mail and Flyers

Marketing methods like direct mail and flyers can be very effective in targeting local clients. Since your potential clients live nearby, delivering a beautifully designed flyer or postcard to their door with a special offer can be a direct way to entice them to visit.

Neighborhood Flyers: 

Print out high-quality flyers or postcards and distribute them in nearby neighborhoods. Include an offer for a free consultation, discounted service, or gift with purchase to encourage new clients to book with you. You could even send out invitations to an event at your spa.

Special Promotions for Local Residents: 

Consider running a promotion specifically for local residents. For example, offer a discount to anyone who lives within a 5-mile radius of your spa, creating a sense of exclusivity and encouraging neighborhood loyalty.

7. Host Local VIP Events

Finally, consider hosting exclusive events for local clients. An after-hours spa party or a local-only pampering event can help bring in new clients who may not have heard about you before.

Community Spa Days: 

Offer special spa days for residents of a specific neighborhood or nearby companies. These can be intimate events where you provide discounted services, refreshments, and gift bags. This creates a sense of community and makes local clients feel valued.

Local Partnerships for Events:

Partner with other local businesses like coffee shops or florists for these events. For example, a nearby café could provide drinks, while you offer mini-treatments. These partnerships benefit all businesses involved and attract more local attendees.

Final Thoughts

For spas and salons, targeting clients who live or work close to your location is one of the most effective ways to grow your business. By leveraging geographically targeted ads, optimizing your local SEO, and engaging with nearby residents through community efforts and partnerships, you can build a loyal local clientele.