The Savvy Spa Boss

Quick recap: In Part 1: How to Create Killer Content for Your Spa, I went over the basics for curating the perfect content for your spa’s social media accounts. But if content is King, consistency is Queen. Well, actually consistency is just as important because, in an effective social media strategy, both work hand-in-hand!

So what do I mean by consistency?

By now, you should have a pretty good idea of what your brand identity is. Your brand identity is essentially the ‘image’ that you want your brand to be recognized for. And you want to put some serious thought into this because it’s going to shape every aspect of your social media strategy from this point forward!

Maintain consistency in your brand identity through making relevant posts, your tone of voice, and how frequently you make posts!

Your brand identity will always be your point of reference.

Meaning, before you do ANYTHING that’s related to social media – such as posting a photo or responding to comments, you must ask yourself whether or not the content you’re about to post or if your tone of voice truly reflects your brand identity or your ‘brand persona.’

In essence, building a strong social media presence is quite similar to how you would build relationships in real life. You really need to invest both time and energy into forging these relationships and to really connect with your following.

But the only thing is, with real friendships, you can always pick up right where you left off. With social media, it’s a bit different. Your online relationships are more high maintenance. You really need to put in the effort to be consistent in how often you’re posting and how well you’re engaging with your followers.  

Pro tip: You should be posting very often. Not only that, but you also should be responding to comments ASAP. Take the time to actually throw some likes or to make nice comments on other people’s posts. The profiles that are relevant to your niche, of course.


The goal here is to build authority for your brand by establishing trust through your social media presence. But how do you build trust? You must be consistent and predictable!

Here are a couple steps to guide you through it.


1. Make a plan and stick to it

First, you need to decide how present you want to be online.  

Take a look at how your competitors handle their social media presence for some inspiration. Which platforms are they using? Make a list of the top social media platforms you want to integrate into your business and decide on a few that will actually be worth your time!

DON’T waste your time by creating an account on every single platform that’s out there. The key here is to figure out which platforms are valuable in the spa industry and will actually help you accomplish your goals by extending the reach of your services to your ‘ideal client.’

Figure out which specific platforms you want to use and stick with them.

2. Plan your posts

What’s the biggest mistake you can make when it comes to handling your social media presence? Posting on a whim.

Try not to post something on the spot. It’s absolutely essential that you take the time to curate your content ahead of time and leave anything spontaneous for yo Instagram or Facebook stories. Because if you make a bad post, you end up feeling discouraged when it doesn’t receive as much attention as you wanted it to. Not to mention, it may also mess up the consistency of your content feed. And you don’t want that.

An inconsistent content feed is an easy way to lose followers and makes it less of a “no brainer” when new people are deciding whether or not to follow you.

The main takeaway: Schedule your posts ahead of time and the further in advance, you can schedule your posts… the less stressful your social media will feel.

As a spa owner, it’s easy to forget about all the social media stuff when you’ve got so much going on. I get it. But if you don’t maintain some sort of schedule to handle your social media, it’s incredibly easy to fall off the wagon. And you may go days or even weeks without making a post.

Always remember that your followers are following you for a reason. If you’re not posting consistently, there’s nothing for them to follow.


3. Figure out your key categories

Once you’ve identified your brand persona, you need to make a list of the key categories for you to focus on when you’re coming up with content. You will use these categories to organize all your content, ensuring that everything you post is relevant to your brand identity.

If you need a little help in this department and you haven’t downloaded it already… get your 45 days of FREE social media cheat sheet here.

Social media can get a bit overwhelming when you don’t plan ahead.

A great way to avoid this is by creating content in batches. For instance, take some time out of your busy schedule and dedicate that time to focus on creating content for your social media posts. Work on the content that you’ll need for the future. Create a batch of content, prepare the graphics, and file them under these key categories!


4. Schedule your posts

Ideally, you should have everything ready a month in advance.

A month?!

Alright, at least aim for a week. Things get hectic when you’re a spa owner.

Thankfully, there are platforms out there that are committed to making our lives A LOT easier. With Hootsuite, Hey Edgar, Later, and many more… you can schedule your posts ahead of time. They’re also pretty easy to navigate once you get into it!


5. Reuse your own content but strategically

If you’re having trouble coming up with fresh ideas for new content, you can definitely get the most out of the content you’ve already created by sharing it on multiple platforms.

For instance, share the content that you’ve created specifically for your Instagram account on your Facebook page.

Just make sure you don’t post the same exact thing on multiple accounts at the same time!

Chances are, the people who are on Instagram right now are probably also scrolling through Facebook. If your followers see something new on each platform, the more engaged they will be! Not to mention, they’re not going to follow you on every single platform if you’re posting the same thing everywhere. Why would they need to right?

Don’t worry… you don’t have to create brand new content for each platform.  You just need to stagger it so it shows up at different times and different days.  Remember… only about 20% of your followers actually see what you post.

Always plan ahead!

As a spa owner, you really need to take control of your time by staying organized! When you’ve got over a million things on your to-do list, making an Instagram post is probably going to slip through the cracks once in a while.

So stay on your A-game when it comes to social media by planning ahead! It’s really just that simple.

To help you stay on top of everything, check out our FREE 45 Days of Social Media Cheat Sheet. It has everything that you’ll need to successfully put yourself ahead of the game when it comes to your social media! This planner includes a day planner, self-coaching guide, daily/weekly reflections, space to plan promotions, goal setting, lists, and much more!

Don’t forget to join us every Wednesday for The Savvy #SpaBoss LIVE at 10 am Eastern Standard Time. 


About the Author: Susan O'Sullivan

Susan is a spa owner and a self-proclaimed serial entrepreneur. She chases dreams full time and aims to empower the people around her to do the same. She has been through all of the highs and lows that this crazy spa industry has to offer and it is her mission to smooth the path for other spa owners and pro’s on a similar journey.

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