Salons, Spas, and Wellness Businesses Can Leverage Live Streaming and Pre-recorded Videos During the Coronavirus: Here’s How
By Katherine Wernet
Your salon, spa, or wellness business is all about connecting with people. Now, this connection is more important than ever—but, as many businesses face temporary closings due to COVID-19, being in-person with clients may not be an option. So, what can you do? One way to reach your community is through video.
Video is a smart marketing move for your wellness or beauty business, too. With video, you can ensure your salon, spa, or wellness business remains top-of-mind—even if your clientele can't visit you in person. Retention is always vital; now is no exception. Virtual offerings also extend your brand's reach and attract new clients who might not live near your salon, spa, or wellness business (even if you are open).
To reach your customers, in real time, you can live stream. Live streaming isn't just for the fitness industry. It can be powerful tool for the beauty and wellness industries as well. Live streaming is a great option if you want to interact with clients in the moment. Not sure what to offer? Meditation and breathwork classes are immensely helpful in these anxious times. After having to close temporarily, Stretch Health Canada is offering live stream mobility classes on Instagram and Facebook.
Was your salon, spa, or wellness business planning to offer a workshop the upcoming weeks? See if you can take it online. Schools all over the world are opting for virtual learning, and you can, too.
You can even add a virtual offering to your schedule, like a tutorial to grooming and self-care when you’re at home. Microblading is going to be tough for clients to do at home; this is a great opportunity to provide a full brow how-to makeup workshop (you could even sell and ship them any products they might need for the workshop). Olive & June is offering three weeks of nail boot camp covering nail painting basics and nail art. The nail salon is also running a promo on shipping for nail polish and other necessary supplies on their site for everyone joining in on the fun.
To the extent it’s possible, you can also take some of your appointments virtually. Depending on your typical offerings, you might need to get a bit creative here. Instead of facials, could your salon or spa offer skin consultations? Your team can still meet with customers and help them to feel their best.
Do you offer or require consultations as a first appointment? This might be a great time to fill your pipeline if you can do these virtually.
It might feel a bit uncomfortable at first to engage with a screen when you’re so used to face-to-face, but customers will love getting the chance to interact and seeing your familiar face.
Here’s how to live stream for your salon, spa, or wellness business
1. Set it up in Mindbody and let your clients know about it
You can live stream right within Mindbody. If you’ve got a virtual offering like a workshop, just edit the name of your workshop in the software to indicate that the offering is virtual and is available to join via live stream. Use the word “VIRTUAL” in from of your regular name. It should look something like “VIRTUAL At-home Facial Workshop” or “VIRTUAL Men's Grooming 101.”
When you use this standard naming (“VIRTUAL” in all caps), Mindbody can use enhanced search features in the Marketplace (mindbody.io and the Mindbody app) to give additional visibility to your virtual offerings.
It’s important to modify the offering description as well so there’s no confusion. You don’t want customers showing up at your business when they’re supposed to be seeing you onscreen. Be sure to mention that clients who sign up can expect a separate email 30 minutes before things are scheduled to start with a link to the video. Update the auto confirmation email to reiterate that they can expect an email just before it starts with the link to the live stream.
Promote that you’re live streaming with an email (a great way to do it is through the Marketing Suite, more on this below) and post on all your social channels.
2. Start your live stream
You don’t need to have a professional camera to get your live streaming efforts kicked off. A phone works.
Pro tip: You can greatly improve the look of the live stream with good lighting.
Do a test run before the big show to get all the kinks out and make sure you’re ready for prime time. But don’t worry if you make a mistake as it’s happening. Your customers are tuning in to be with you in the moment. That’s the magic of live streaming!
Posting pre-recorded videos can also bring comfort to your regulars. Your clients miss you as much as you miss them. Denver Sports Recovery is reaching out to its community with a variety of videos shared on social. The Colorado business has posted a 10-minute sound bath video to help customers with stress relief and a 12-minute video sharing self-massage techniques.
What sort of advice are your clients always asking you for? Create content around this. Maybe it’s a how-to video on the perfect blowout or a video sharing how to perfect your at-home manicure and pedicure technique. Could you share a video that talks about products that promote hair health or tips on styling hair when you desperately need a haircut (especially when many of your clients might be missing their scheduled cuts in the coming weeks)? Customers may need your guidance navigating products and maintenance as they settle in at home for an extended period. Be the resource they need.
Here’s how to create a video for your salon, spa, or wellness business
You can do these videos on any kind of budget. It can be a scrappy video on your iPhone (just make sure it’s on a sturdy surface or a tripod) or a professionally edited masterpiece. As long as its authentic, it’ll resonate with your audience.
If you’re using any music, make sure you have the proper rights to use it. Better yet, partner up with a musician friend to create something new.
Did you know you can share videos easily right on Mindbody? Your clients can have access to a whole library of on-demand content all within their Mindbody account. Learn more about video in Mindbody here.
You’ve just made a great video (it's a real beauty!), it’s time to tell the world about it with some marketing efforts. Promoting your videos is easy with Marketing Suite templates.
Use the virtual service announcement template in Marketing Suite to send an announcement to your entire email list to share that you’re now offering virtual services. It’s a great way to stay top of mind and to re-engage with lost clients. Now’s your chance to reconnect with favorite customers who may have moved away (but would revel in booking your services once again). It’s also a perfect email to add to a new member drip campaign.
With the Marketing Suite virtual service promotion template, you can encourage your clients to keep with their self-care routines even while at home. Share that you're offering virtual consultations or even share your how-to videos.
Don’t forget about social media either! The more eyes you can get on your virtual offerings, the better. Post clips of your video on all your social media accounts like Instagram, Facebook, and YouTube. Everywhere you’re promoting, consider including a link to your website to buy any relevant products (bring in that retail revenue where you can!). Your clients will want to enjoy them at home. You can even consider offering a promo code for free shipping (everyone loves sales).
It’s time to share with customers right away. Have your stylists, massage therapists, nail technicians, and other members of your salon, spa, or wellness business team share on their social accounts as well.
In difficult times, there’s nothing like seeing a friendly face. Get in front of your clients to keep them in good spirits (and to keep your salon, spa, or wellness business top of mind!).