A Powerful & Customizable Spa Marketing Strategy (FREE)

A comprehensive spa marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your spa business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Wendy Wellness
Age: 35 | Education: Bachelor's in Marketing | Occupation: Marketing Manager at a Tech Company
"I often feel overwhelmed and guilty about taking time for myself. It’s hard to find a place that understands my needs and offers the right services to support my wellness journey."
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Visible Goals
These are the goals your target persona would tell you about.
Book regular spa treatments for relaxation
Incorporate wellness into my lifestyle
Attend workshops on stress management
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True Goals
These are the real things they want to achieve.
"I want to feel rejuvenated and energized"
"If I prioritize wellness, I can lead a more balanced life"
"I need skills to manage stress more effectively"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I’m worried about the cost of regular treatments"
"I don't have enough time to commit to a membership"
"What if I don't see results from the treatments?"
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Answer to Objections
These are your product's answers to your target persona's doubts.
We offer package deals that make regular pampering affordable.
Our flexible membership options cater to busy schedules with easy booking.
We personalize treatments based on your needs to ensure meaningful outcomes.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"After starting my spa treatments, I feel rejuvenated and less stressed. I now have strategies to prioritize my wellness. It’s amazing how much energy I have to focus on my family and career."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Bobby Balance
Age: 42 | Education: Master's in Business Administration | Occupation: Senior Consultant at a Financial Firm
"I'm struggling to make time for self-care amidst my busy schedule. Finding a reliable spa that offers the precise treatments I need feels challenging and overwhelming."
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Visible Goals
These are the goals your target persona would tell you about.
Find effective ways to relieve daily stress
Schedule monthly wellness consultations
Improve work-life balance through self-care
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True Goals
These are the real things they want to achieve.
"I want to feel mentally and physically refreshed"
"If I manage my stress better, I’ll be more productive at work"
"I need quality downtime to connect with my family"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I think a spa could be a luxury I can't afford right now"
"Will I actually find the time to use a membership?"
"Is there any guarantee that I'll feel better after the treatments?"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our service packages are designed to fit varying budgets and needs.
You can book treatments around your available hours without commitments.
We have many testimonials from clients who felt significant relief after our treatments.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Since joining the spa, I now carve out time for myself. I feel more balanced, and I can even enjoy quality moments with my family after a session. It's been transformative for my mental clarity and productivity."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Social media engagement rate
Blog post views
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '5 Ways to Incorporate Wellness into Your Busy Schedule'
Infographic: 'Understanding the Benefits of Regular Spa Treatments'
Video: 'Virtual Tour of Our Tranquil Spa Environment'
Live Q&A Session: 'Ask Our Wellness Experts Anything About Stress Management'
Podcast Episode: 'How Self-Care Can Enhance Your Productivity at Work'
Seasonal Email Campaign: 'Refresh Your Routine - Explore our Spa Services this Spring'
What to measure:
Page views on content
Social shares
Average time spent on page
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
how to incorporate wellness into daily life
benefits of regular spa treatments
affordable spa treatment options
stress management techniques
best spas for busy professionals
spa services overview
self-care for work-life balance
relaxation techniques for everyday stress
wellness tips for busy schedules
guide to choosing the right spa treatments
What to measure:
Organic traffic
Keyword rankings
Backlink acquisition
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Women aged 30-45 interested in wellness and self-care.
[Prospecting] Google Ads: Users searching for 'spa services near me'.
[Prospecting] YouTube Ads: Individuals watching wellness and self-care content.
[Remarketing] Facebook/Meta Ads: Visitors who viewed our service pages but did not book.
[Remarketing] Google Ads: Users who visited our blog but did not engage further.
What to measure:
CTR (Click-through Rate)
Impressions
Cost per Click (CPC)
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Create an Instagram story series showing daily wellness tips and spa sneak peeks.
Host a Facebook Live session discussing the importance of relaxation techniques.
Engage with followers by posting polls about their favorite spa treatments.
Share user-generated content featuring client testimonials about their experiences.
Monitor social media channels for mentions of 'self-care' or 'wellness' to join conversations.
What to measure:
Engagement rate
Follower growth
Post reach
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Test different headlines for blog posts focusing on wellness topics.
Experiment with various call-to-action placements on the website homepage.
Run A/B tests on landing page designs promoting specific spa packages.
Measure user interaction with introductory videos or tours to see what captivates them most.
Optimize website loading speeds to see if that impacts visitor retention.
What to measure:
Bounce rate
Time on site
Conversion rate on landing pages

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Lead conversion rate
Email subscription rate
Engaged returning visitors
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'The Benefits of Regular Spa Treatments for Busy Professionals' tailored to busy schedules.
Case Study Blog Post: 'How Consistent Self-Care Helped Our Clients Achieve Better Work-Life Balance'
E-book: 'Your Guide to Personalizing Spa Treatments for Optimal Wellness'
Video Testimonial Series: 'Hear from Our Clients About Their Transformative Experiences'
Interactive Quiz: 'What Type of Spa Treatment is Right for You?' with personalized recommendations.
Blog Post: 'Top 5 Stress Management Techniques from Our Wellness Experts'
What to measure:
Webinar registration numbers
E-book downloads
Time spent on content
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
benefits of spa treatments for busy professionals
personalized wellness treatments
stress management techniques for workers
how self-care improves productivity
case studies on spa treatment effectiveness
spa treatment guide for beginners
wellness workshops near me
client testimonials spa
best practices for booking spa services
tips for maximizing spa treatment benefits
What to measure:
New organic leads
Content engagement metrics
Pages per session
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Women and men aged 30-50 interested in self-care and wellness retreats.
[Remarketing] Google Ads: Visitors who engaged with the blog but haven’t signed up for newsletters.
[Remarketing] YouTube Ads: Individuals who watched testimonial videos about our spa services.
[Prospecting] Facebook/Meta Ads: Users interested in local wellness and productivity tips.
[Remarketing] Facebook/Meta Ads: Previous website visitors who viewed service packages.
What to measure:
Cost per lead (CPL)
Engagement on ads
Lead quality assessment
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Run an Instagram campaign highlighting client success stories with before and after experiences.
Create a dedicated Facebook group for wellness workshops where members can engage and share experiences.
Share weekly posts that answer common questions about massages and facials to build trust.
Host a live social media Q&A about personalized wellness strategies, inviting followers to ask questions.
Monitor social channels for conversations about stress management tips and respond with helpful insights.
What to measure:
Traffic from social media
New group members
Comments and interactions on posts
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email sequence for webinar participants to provide additional resources.
Monthly newsletter featuring wellness tips, client testimonials, and upcoming workshops.
Nurturing email series that educates subscribers about the benefits of various spa treatments.
Exclusive invitation emails for loyalty program members to participate in wellness workshops.
Post-service follow-up email asking for feedback and suggesting future treatments.
What to measure:
Open rates
Click-through rates
Lead conversion rates from email campaigns
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test different email subject lines for your regular newsletter to enhance open rates.
Experiment with varying lengths of video testimonials on the landing page to boost engagement.
Test the effectiveness of offering free resource guides during webinars versus direct pitches.
Run split tests to see if visitors prefer a monthly or quarterly newsletter format for better engagement.
Optimize thank-you pages after content downloads to include related offers and encourage bookings.
What to measure:
Conversion rates on landing pages
Engagement on follow-up materials
Retention rates post-signup

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate of leads to customers
Average order value
Customer acquisition cost
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Blog post: 'How Our Personalized Treatments Change Lives – Real Client Stories' focusing on transformations.
Video: 'Behind-the-Scenes Tour of Our Spa with Client Testimonials' showcasing experiences.
Offer Page: Detailed description of package deals encouraging potential clients to commit.
Webinar: 'Q&A Session: Addressing Your Concerns About Spa Treatments and Benefits' promoting direct interaction.
Interactive Calculator: 'Find Your Perfect Spa Package Based on Your Needs and Budget'.
Email Campaign: 'Limited Time Offer on Membership Packages - Why You Should Join!' highlighting benefits.
What to measure:
Content conversion rate
Time spent on service pages
Interactions on offer pages
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
spa treatment success stories
affordable spa memberships
customized spa packages
client testimonials for spa treatments
best spa services for stress relief
spa reviews and recommendations
local spa benefits
how to choose a spa for your needs
what to expect from your first spa visit
top-rated spa treatments for busy professionals
What to measure:
Conversion rate from organic search
Ranking for target keywords
Click-through rates on offer-related pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook/Meta Ads: Visitors who viewed service packages without booking highlighting limited-time specials.
[Remarketing] Google Ads: Users who searched for comparisons between spa membership options.
[Prospecting] YouTube Ads: Users searching for 'best ways to relieve stress' with an emphasis on spa experiences.
[Prospecting] Google Ads: People looking for 'affordable spa treatments' emphasizing the unique value propositions.
[Remarketing] Facebook/Meta Ads: Clients who abandoned the booking process reminding them of the special offers.
What to measure:
Cost per conversion
ROAS (Return on Ad Spend)
Lead-to-customer conversion rate
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Host a Facebook Live session where you address common client concerns about spa treatments and booking.
Post success stories on Instagram with before-and-after images along with client quotes.
Create a set of social media stories illustrating the journey of a client from initial consultation to treatment success.
Engage users in a poll asking what spurred their interest in spa treatments, inviting dialogue.
Monitor social mentions and respond directly to anyone discussing anxiety relief or wellness, offering personalized service information.
What to measure:
Engagement on posts related to services
Direct messages regarding services
Follower growth resulting from successful campaigns
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Special offer email for individuals who have shown interest but haven't booked yet.
Abandoned cart follow-up email prompting course correction with compelling reasons to complete booking.
Personalized consultation email inviting past clients back for exclusive deals based on their previous preferences.
Referral program emails encouraging existing customers to invite friends with benefits for both parties.
Feedback request emails after appointments to ensure satisfaction and suggest future visits.
What to measure:
Conversion rates from promotional emails
Open rates for abandoned cart emails
Response rates for consultation invitations
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different headlines for service package promotion pages to determine which engages more visitors.
Experiment with offer placement on the website – compare pop-up introductions vs. static banners.
Test variations in call-to-action buttons on landing pages (e.g., 'Book Now’ vs. 'Get Your Quote’).
Run discovery surveys on landing pages to find out why visitors might hesitate before booking.
Analyze user journey data to optimize entry points leading to conversion based on successful customer flows.
What to measure:
Conversion rates on offer pages
User engagement with promotional content
Visitor drop-off rates during the booking process

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Churn rate
Repeat purchase rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly wellness tips email series focusing on enhancing post-treatment routines for better results.
Client spotlight articles featuring success stories and transformations after treatments.
Video tutorial series on maintaining wellness at home between spa visits.
Seasonal promotions highlighting limited-time package deals for loyal customers.
Survey emails soliciting feedback to improve services and foster a sense of community.
What to measure:
Email open rates
Engagement rates on success stories
Feedback response rates
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
ways to maintain wellness at home
post-spa treatment care tips
benefits of consistent spa visits for mental health
how to choose a wellness routine after spa treatments
client success stories from our spa
What to measure:
Organic traffic to retention-focused content
Search rankings for wellness maintenance keywords
Bounce rates on success story pages
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook/Meta Ads: Previous clients who haven’t booked in over a month, promoting special return offers.
[Remarketing] Google Ads: Users who visited membership page but didn’t join, highlighting benefits and testimonials.
[Remarketing] YouTube Ads: Users who engaged with past client testimonials, inviting them back for special deals.
[Prospecting] Facebook/Meta Ads: Local community members interested in self-care without overwhelming commitments.
[Remarketing] Google Ads: Clients who participated in promotions or events previously, reminding them of exclusive offers.
What to measure:
Return on ad spend (ROAS)
Re-engagement rates from remarketing campaigns
Cost per retained customer
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Create a community hashtag for clients to share their spa experiences and transformations.
Post regular updates featuring client testimonials about the lasting effects of their treatments.
Engage with comments and messages to create a supportive environment around self-care.
Host monthly Q&A sessions on social media discussing wellness practices after treatments.
Monitor social channels for user-generated content and repost to celebrate client journeys.
What to measure:
Engagement on testimonial posts
New followers from community engagement
Reposts of user-generated content
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly performance report emails detailing their treatment progress and recommended treatments.
Personalized follow-up emails thanking clients for their visit and suggesting future appointments.
Invite clients to upcoming workshops focused on deeper wellness strategies.
Refer-a-friend email campaign offering discounts for successful referrals.
What to measure:
Response rates to personalized follow-ups
Membership renewal rates
Referral program participation rates
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
Test variations of loyalty program benefits to see which appeals most to returning customers.
Evaluate the timing of follow-up emails after visits to optimize for higher engagement.
A/B test different messaging strategies for re-engagement emails to find high-performing formats.
Conduct surveys on website experience post-treatment to identify potential friction points.
Analyze customer journey data to tailor future offers based on entry points and past behaviors.
What to measure:
Customer satisfaction scores
Re-engagement rates post-email campaigns
Conversion rates on loyalty program sign-ups

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