20 content marketing ideas for spas and salons

Content marketing is one of the easiest and most effective ways to market just about any business, including spa and salon. By now you probably know what content marketing is — the creation and curation of content posted to your own website and social media —  and might even have tried it with varying degrees of success.

But if you’re floundering for ideas, or are not sure where to start, below you will find a list of 20 content marketing ideas for spas and salons.

Teach, don’t sell.

A lot of these are about teaching. That’s because the most effective content marketing doesn’t try to sell anything. It tries to educate.

Teach, don’t sell. Use it like a mantra.

Regardless of whether the platform is a blog, Facebook, Instagram, or other social media, a lot of content marketing attempts still look like this:

Here’s a thing we sell for money!
Here’s the information and stuff about the thing!
Give us money in exchange for the thing!

And the reason this doesn’t work is because everyone else is doing the same thing trying to sell their thing.

There’s so much of this out there that people pretty much ignore it. If, on the other hand, you freely offer your knowledge to share information that people can apply to their own lives in useful ways, they will pay attention, and view you as someone they can trust, and therefore be more likely to come to you when in need of something you offer.

Many beauty brands successfully apply this principle, offering insight and tutorials. Spas and salons might resist, however,  because they wonder who is going to use their services if they give away their secrets?

The answer: almost everyone. You can show people how to cut their own hair and massage their own necks – but 95% of them aren’t going to do it. They will do some things themselves, like a fishtail braid, or massage a partner’s feet. But it’s not going to take away from your business. I promise.

They’ll plan to do it and never get around to it, and they will still appreciate the effort.

And you don’t have to give away all your secrets, just enough that you’re putting something worthwhile and compelling out into the world. Enough to become an educator.

Education is the single most effective way to draw people to you. Make it about them. Not about you.

That being said, sometimes it’s also nice just to post a beautiful Instagram picture. But not all the time.

Here are 20 content marketing and social media ideas that you can use for your spa or salon. Are some of them obvious? Sure. But are you doing them?

Create a blog, Facebook page, Instagram, Twitter, YouTube, and other social media pages. This is where you will find your audience.

Update them all regularly. You can’t just leave social media accounts and blogs sitting there unused, with the last dating from 6 months ago. That looks bad. If that’s the case, take them down.

Blog about news and trends. Only have a blog if you have the time, and something to say. They’re not for everyone. But if you do have one, don’t just blog about your business’s newest service or upcoming trade show appearance. Do that. But also blog about news, trends, and things that people are actually interested in.

Post pictures of beautiful things on Instagram, and use a lot of hashtags. Hashtags are key. You probably know this, but don’t be lazy about them.

Comment on and share other people’s social media posts. Comment on things other people post and say nice things. Social media is a conversation. That’s why it’s called “social.”

Share articles and posts by people you admire and influencers with large followings. And tag them, saying something nice, like “Check out this amazing eyebrow tutorial by Jane The Eyebrow Lady! I wish I was as good at this as she is!” You know that when you tag people their friends and followers also see your posts, right? This significantly broadens your audience.

Respond to people’s comments on your social media posts. Respond, have a conversation. Answer everyone. Hit the like button on their comments and say “That’s hilarious!” Or “What a great idea!” or “Love it!” Just say something. Not only will people appreciate even the smallest response, but response begets response, and the more engagement a post generates, the higher it ranks on news feeds and the more views it gets. Even if it’s negative, thank them for their input. Don’t remove comments you view as negative or try to control the conversation. That’s not how social media works.

Encourage clients to take selfies after experiencing your services or treatments and to post them online.

Take pictures of guests. Or take those pictures yourself and post them on Instagram and other social media, tagging those guests. Say something complimentary about the client, and avoid trying to plug your product or service.

Hold a contest. Have a contest on social media where you encourage people to share their own videos or stories, or to answer a question, and give away a prize. (Be sure to check out your local laws related to giveaways.)

Post hair video tutorials. If you are a salon, teach people how to do hairstyles, like French braids and updos, or something that you specialize in or are particularly good at. Teach people how to cut their own bangs! Because everyone does it and nobody is good at it.

Nail video tutorials. Show people how to do their own nails, and create simple nail art.

Makeup video tutorials. Enough said. There is enough of an industry out there already for this that you know it’s in demand.

Massage video tutorials. Self massage and partner massage could be great video tutorials, because sometimes people haven’t got time to go to get a proper massage. Show me how to do a foot massage on my partner, or even better, on myself.

Meditation and yoga tutorials. People want to relax and be mindful. They want to chill out. Meditation and yoga videos help them do that.

“Look inside” video. Take people around your space with a short Facebook Live video. Walk around with your phone, give a virtual tour, and introduce them to your staff.

Treatment or therapy video. With a guest’s permission, film a few minutes of a service, treatment, or therapy, and talk about what’s happening.

Q & A videos. Ask people if they have a beauty or wellness question (or make one up) and shoot a short video (30 seconds – One minute) of you or a colleague answering it, perhaps with a demonstration, if it’s something that can be demonstrated physically.

Inspirational stories. If you have an inspiring story, or have a colleague or customer who has one, with a lesson or uplifting ending, consider finding a way to tell it.

Talk about the things that matter to your customers. I don’t know what this is, but you do. Find out what they want to watch on video or read about, and create that for them.

Here’s a great example of content from Lush. Their “How It’s Made” video series shows how their products are made. You don’t need to do anything this complex if you don’t have the resources. Simpler versions of similar things could be just as effective.


These are just a few ideas. You know best what makes your business unique and special. Find that and ways to showcase it.

It will be awesome.


Spa Executive magazine is published by Book4Time, the world’s most innovative spa, salon, wellness, and activity management software. Learn more at Book4Time.com


(Image: mimagephotography / 123RF )




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