Local Marketing Tips for Salons and Day Spas

Local Marketing Tips Manual
Presented for DermaMed Solutions’ Customers
Contents
Local Marketing Tips for Salons and Day Spas ............................................................................................ 1
Intro ............................................................................................................................................................... 4
Where can I find new customers for my salon? .......................................................................................... 5
Identifying the right digital/mobile tools for each stage ......................................................................... 5
Before .................................................................................................................................................... 5
During ................................................................................................................................................... 5
After....................................................................................................................................................... 6
Choosing the right tools ....................................................................................................................... 6
Phase 1: Making your online presence effective ......................................................................................... 7
A) Creating and improving your Google Local listing and Plus page. ................................................... 8
B) Improve your ranking in Local Search ............................................................................................... 14
Phase 2: Approaching customers when they are close-by ..................................................................... 22
Checking in ............................................................................................................................................. 22
Foursquare 101 .................................................................................................................................... 22
Claiming your venue .......................................................................................................................... 23
Create incentives .................................................................................................................................... 29
Promoting services and products ...................................................................................................... 29
Creating incentives with Foursquare ................................................................................................. 31
Creating incentives with Google Offers ............................................................................................. 35
Creating Incentives with Yelp ............................................................................................................. 39
Phase 3: Increasing and maximizing customer’s digital feedback ......................................................... 43
Reviews, Comments, Tips and Other Customer Feedback .................................................................. 43
Tips on Reviews .................................................................................................................................. 44
Google and Yelp Reviews .................................................................................................................. 44
Using Signs and QR Codes in your business .................................................................................... 46
Foursquare Tips and Updates ........................................................................................................... 49
Measuring Results .................................................................................................................................. 53
Google+ Page .................................................................................................................................... 53
Google Places Page ........................................................................................................................... 54
Yelp Results ......................................................................................................................................... 54
Foursquare.......................................................................................................................................... 55
2
Final Notes .................................................................................................................................................. 56
APPENDIX A – Information sample form ................................................................................................... 57
APPENDIX B – a handout layout sample ................................................................................................... 63
APPENDIX C –How to use DermaMed products throughout different platforms. Examples. ................. 64
Microdermabrasion Treatment MegaPeel EX....................................................................................... 64
140 characters or less – Examples with pictures .............................................................................. 64
200 characters or less – Examples .................................................................................................... 65
200 characters or less for Foursquare specials – Examples ............................................................ 65
50 characters or less – Examples to use with Google offers: .......................................................... 66
vitA-clear serum™ (a dmSkincare product) .......................................................................................... 66
140 characters or less ........................................................................................................................ 66
200 characters or less for Foursquare specials – Examples ............................................................ 66
50 characters or less – Examples to use with Google offers: .......................................................... 67
3
How to use local and geo-marketing to gain a steady stream of new
customers
Your business is competing against many choices in the marketplace. We want to help you to
distinguish yourself by reaching out and making your customers feel valued.
We have put together a step by step guide where the DIY (do it yourself) person can implement the
best technology solutions for your business. We also provide a “pay for” service where we can do this
work for you.
In this manual, we will help you expand your marketing reach by helping you implement Location
Based Services into your marketing mix. This will assist you in integrating Marketing tools such as
Facebook Places, Foursquare, Google Places / Maps, Gowalla, SCVNGR, Yelp, Where, and many
others. By fallowing the steps in this manual you will feel assured that when prospects search the
internet they will find your business.
As always, at DermaMed Solutions we are committed to helping our customers succeed and want to
help you grow your practice and boost your bottom line.
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Where can I find new customers for my spa?
As a business, you want to attract new customers and retain them after you provide them with your
service.
We can identify three main fronts in the search for potential customers:
1. Before the customer arrives
2. During their stay
3. After they leave
Many businesses owners only focus on the first front, the “before”- i.e. advertising, direct mail, etc.
However, the other two are just as important.
Identifying the right digital/mobile tools for each stage
The stages are associated with a physical place.
Before
Characteristics: In this stage, we concentrate on shoppers that are away from your business and
don’t know your business exists. For example: they are at home, at work, driving, walking in a
shopping mall, visiting your neighborhood, etc.
The objective: Making a potential customer think about looking for a spa that offers
microdermabrasion.
Some of the available tools: Local SEO (Search Engine Optimization over maps), QR (Quick Response)
Codes in printed media, targeted couponing, SMS (Short Message Service) campaigns, location
based advertising, etc. This is the point when having a responsive/mobile optimized website is very
important
During
Characteristics: This stage focuses on customers throughout their whole visit to your business. This is
a critical stage. The whole customer experience starts at your front door. If you are located in a
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shopping mall, you need to create the incentive for a customer to enter your store. Consider the clock
already ticking from the moment they walk past the entrance; their opinion and perception of your
business are already being affected.
The objective: Incentivize the customer to enter your store. Once inside, develop their interest in new
products and services.
Some of the available tools: Coupons with QR Codes, online shopping app (to order out of stock
items, for one reason), NFC (Near Field Communication) technology to lead them to online information
or business website.
After
Your
business
Characteristics: We still need to pay attention to the customer even after the service was rendered.
This stage includes before and after they leave the business.
The objective: Receive online feedback and get customers to share their experience on different
social networks.
Some of the available tools: Facilitate the feedback process through links to social networks and
review sites. DO NOT provide a computer, tablet or other device at your business to encourage
feedback from your customers. This feedback will usually get ignored or deleted by many sites since it
comes from the same place. Instead, use QR codes and NFC to encourage tweets that mention your
business. Maximize the use of social check-in applications and create loyalty incentives through those
platforms.
Choosing the right tools
The list above shows some of the tools available. Choosing the right ones is a marketing decision. For
example, if Foursquare is not popular in your area, the chances customers arriving to your salon will
have that application installed is unlikely. It would only waste your time to try and implement it.
Investigate how local customers use their mobile devices, how they found you and which social
networks they are active on. Augment your presence on those channels first.
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Phase 1: Making your online presence effective
As a spa owner, you are interested in first-time and returning customers. From the customers’
perspective, the process of finding a new salon looks something like this:
12345-
I need a haircut/manicure/pedicure.
I want to try a new place. Where can I go?
I opened Google maps and searched “hair salon” (or haircut, manicure, etc.).
Do I want to drive or just walk? These are the first 5 that show up on Google.
These two have less than 3 stars on Google Review. This one has better reviews, let’s check
out their website.
6- I need to make an appointment – let’s call them.
7- I need driving directions.
Now consider the following:
•
•
People will look at the first 5-6 places that show up on the online map.
70 percent of mobile searches lead to action on websites within one hour.
•
40 percent of people will choose a different search result option if your website is not mobile
friendly 1.
•
Reviews affect buying decisions, both positive reviews (90%) as well as negative reviews
(86%) 2.
According to Google 3, a mobile search leads to almost two follow-up actions on average. In the case
of beauty-related searches, it’s higher: customers will take close to FOUR of these follow up actions:
•
•
•
•
•
•
36% Continue research
25% visit a retailer website
18% share info and word of mouth
17% make a purchase
17% visit a store or service location
7% call a business
Start building an effective online presence: Improve your business listing to rank better on maps and
create a mobile optimized or responsive web site.
Terminology
To claim a business or a page: Many websites and platforms require “verification” that you are the
rightful “owner” of that business. Owners can make changes, post offers, make comments, and any
other activities on behalf of that business. Many platforms will use an automatic call-back to your
1
Source: http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey/
http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
3
http://www.google.com/think/research-studies/creating-moments-that-matter.html
2
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main business phone number and provide you with a code to verify your ownership. Therefore, make
sure that when you start the claiming process you, or somebody on your behalf, can answer your
main business listed phone number.
NAP: Name, Address and Phone number of your business.
Citation: A reference to your business from another website. In its basic form, a citation includes your
NAP (see above). Citations are one of the factors that influence your ranking and position in search
results, particularly the consistency of information across different platforms. Therefore, it’s extremely
important that your business’s NAP is accurate and exactly the same across different sites that list
your business.
A) Creating and improving your Google Local listing and Plus page
Google has two types of pages for a single business: Business local listings (Places for Business) and
Google+ Pages. The first includes information about your business, ratings and reviews. The second
also includes social features. When a business owner verifies (claims) a local Google+ Page, the
existing listed place of the business is merged with the local Google+ Page to create a single page
with a verified checkmark.
Step A.1
Start by creating a Google account. If you already have a Google account, consider creating a
separate account in the name of the person that manages the marketing of your business.
Step A.2
Fill out the form provided as Appendix A on this document. You will need that information throughout
the process. Have the form ready in text format so you can easily copy and paste the information
when needed.
Step A.3
Go to
http://google.com/business/placesforbusiness/
and login with your Google account. Agree to the terms and conditions.
Step A.4
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Search for your business. If your business already exists, it will show up on the search. If it did not, you
can create a new one.
To create a new one, after logging into your account, enter in your phone number into the search bar.
If after you enter your phone number into the search bar and it says they could not find it, proceed by
clicking the “I’ve correctly entered the business and address”. This will prompt you to enter your
information to verify your business.
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Locate the box with the title “Is this your business?” and press the button “manage this page.”
10
You can verify your ownership either by receiving a phone call to the listed business phone number or
by requesting a postcard addressed to the listed business address.
If you choose to verify your business by phone, Google will call and provide you with a unique PIN
code. Enter that PIN code online to confirm your ownership and finalize the claim.
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Step A.5
Create a Google+ Business Page. You can create a Google+ Page from your Google place previously
claimed on step 4 or by logging on your Google account defined in step 1.
Make sure you select the right type of Google+ Page. In our case, the option is located in the top left
corner of the page—Local Business or Place. Since we already defined the business as a place, it’s
quite simple to combine the Google Place with the Google+ Page.
Once you have the Page open and synchronized with the Place, go to the form you filled out with all
your business information and complete the form on your Page. Make sure that:
1- All your contact info is accurate. This includes the name of your business, phone number,
address, website, email address, etc. Be consistent throughout the different platforms. Do not
add categories or words that are not part of your official business name. If your business
name is “Chicago Hairstylists”, do not change the name on the listing to “Chicago Hairstylists
Salon”, “Chicago Hairstylists Salon and Day Spa”, “Chicago BEST Hairstylists” or any other
name.
2- Add a brief description about your business.
3- Select 4-5 categories that define your business. Be precise. More is not necessarily better.
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4- Enter your hours of operation.
5- Upload photos that portray your business in a professional way.
6- Change the cover photo. Be careful during this step because Google crops your photo
depending on the device and screen that your Page is loaded on.
a. For specifications on what your graphic designer should use or if you want to edit the
cover photo yourself with Photoshop, visit this tutorial which includes a free Photoshop
template that will guide you on how to create the best cover picture to size:
http://inlinevision.com/blog/guide-google-plus-cover-photo-size-template/
7- Make sure the Google+ Page is synchronized with the information on your Google Place. You
can do this by making sure that they both read the same. It is very important that they are the
same in both places.
Make sure that your NAP information is consistent throughout different sites, pages, social networks,
etc. If you write your phone number in an (xxx)yyy-zzzz format, don’t enter xxx.yyy.zzzz on a different
website. Be consistent in the way you define your address i.e. using Rd. or Road, Av or Ave. or
Avenue. Take note on how your business is listed in Google Places and use that format from now on.
Step A.6
Check that all changes you made in step 4 are reflected in your Page, particularly:
1- Your background picture (that will change if you scroll up and down)
2- Your logo
3- The name of your business WITH a check mark on the right side of the name. This confirms
that the page/place is owner verified.
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4- The map pin should be placed in the right spot. If not, you can edit the pin placement.
5- The pictures that customers will see after a Google search should be appropriate and portray
your business in a positive way.
6- Your business information
7- A confirmation that your website is linked to this Page
What’s next?
Claim your business and make sure the data is consistent with the main mapping platforms.
BING Places for business: https://www.bingplaces.com/
Nokia+Navteq Maps: http://here.com/primeplaces
Yahoo local business: http://smallbusiness.yahoo.com/local-listings/basic-listing/
B) Improve your ranking in Local Search
At this point, your business is well represented in Google, with your correct address, phone, website,
pictures, and more. Perhaps you updated your information on other platforms too. But there are
many other businesses competing in the same category.
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One of the factors that influence in having a better ranking (showing up first on searches) is the
number and quality of Citations.
As mentioned before, a Citation is a reference to your business from another website. In its most
basic form, a citation includes your NAP – like a phonebook. The quality of the citation depends on the
website’s reputation, geographic relevance, specificity of the directory, etc. For example, if your
business is located on South Beach, a citation in a local directory such as Miamiandthebeaches.com
has more value that being listed in the Seattle chamber of commerce. For a beauty salon, it makes
more sense to have a citation on http://www.ingobeautysalons.com/ or
http://www.elocal.com/beauty-day-spas than having one on http://www.elocalplumbers.com/
These are some of the important sites you should check to have a citation.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
AngiesList.com
Citysearch.com
dexknows.com
Insiderpages.com
Localeze.com (This is the source of many other sites and applications)
Manta.com
Merchantcircle.com
Superpages.com
Yellowbot.com
Yellowbook.com
Yellowpages.com
YP.com
expressupdate.com / ExpressUpdateUSA.com (Also a source of many other sites and
applications)
Social platforms: Foursquare, Yelp, etc. (Refer to the chapter for these platforms)
Step B.1
The citation building process should be done systematically. Business owners must keep track of each
site created, modified, or claimed. Start by creating an Excel worksheet or a table in a Word
document. Keep a record of the following information for EACH site: The name of the site, the URL
address, user name and password if required (or if you signed up using your Google or Facebook
account), the date you claimed your business, the changes you made – or write “this was a new
listing”, and other special notes.
Example:
Name
URL
User name
Password
Date
Angies
List
AngiesList.com
Wmbsalon
Mypas123
08/1/13
change
s
Change
d phone
number
Special
notes
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Nokia
Navte
q
Here.com/primeplaces
With Google
account
Yahoo
http://smallbusiness.yaho marketing@m
o.com/local-listings/basic- ysalon.com
listing/
Google
password
08/12/1
3
Address
change
d
Mysalon123
08/12/1
3
New list
Follow up to
see if
changes are
done
Check in 20
days
changes
Note that some websites will require callback verification. Therefore, start claiming and modifying
your business citations when you are close to the business telephone. The call will be immediate and
you do not want to miss the call. Other sites may require payment for premium listings. Check if they
have free listings first.
Step B.2
Look up your listing status across the most influential websites first. An easy and recommendable way
to do this is through the website http://getlisted.org.
Enter your business’s name and zip code. The website will give you an overview of your current status
across the web. Note that this site only checks some of the most important citations resources. You
should separately check and claim other platforms too.
Note the results for a local salon in the pictures below:
1234567-
A low score – 41%
The salon is unlisted on many sites
The salon has many listings that are not owner verified
On some sites, like Superpages, the name is inconsistent (“Inc” is missing)
In others, like Citysearch, the address is different (pike instead of ave)
The website is missing on some sites
Few pictures
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In the first picture above, there is a tab called “To Do.” This tab provides you a simple roadmap on
what to do first to improve your online presence.
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The picture below shows part of the “To Do” list. On top of providing a task list, the “To Do” list
provides you with the necessary links to start the process.
Step B.3
Start claiming your listings one at a time. Here is an example for CityGrid.
1- Start by finding your business listing.
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2- Once you find your listing, press the button “Own This Business.”
3- Enter your personal information, email and password. Keep a record of which email address
and password you used.
4- Press the “Call me now” button. You will receive a phone call at your business and a PIN code
will be provided to you. Enter the code and submit. Once approved you will be able to change
the entire listing, add photos and more.
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Step B.4
Continue claiming your business on different platforms and directories. Check for local directories
such as city related sites, chambers of commerce, etc.
The process of claiming and changing a listing is similar for many directories.
The basic procedure to claim and improve a listing/citation will be:
12345-
Find your business listing in the directory.
Claim your listing. Consider that some listings require callback authentication.
Make all the necessary changes.
Write down the details of your changes in the list we prepared.
Go to the next listing.
Special Notes
Almost every directory will list your business or will allow you to correct the information for free.
Some sites like mapquest.com, local.com, whitepages.com and others will lead you first to a citation
service called YEXT. This service will charge you an annual fee to maintain your listings updated
throughout different directories. We cannot recommend the use of this service. First, try to find the
cheapest way to update your information. For example, you can update your information on
mapquest.com by visiting https://listings.mapquest.com/ and registering your business. This process
can take up to 30 days if you don’t pay a premium, but usually you can wait (especially if the
information is correct).
Some sites that get the information from a third party will try to sell you YEXT services. But if you look
around, you can find a way to claim your own place without having to pay annual fees forever. For
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example, WhitePages.com states, “…If you would like to update your listing for free, please contact
the listing provider. You can find this by going to the profile page of your business listing, where you
will find the provider’s name listed above the business name. If no provider is listed, you can update
your listing by going to ExpressUpdateUSA.com….”
In the picture, notice that in these four Whitepages.com listings, the first is provided by YP.com and the
third is provided by superpages.com.
Start by revising your business on those platforms and wait at least 30 days to see results.
Citation building is a tedious and long process. You can build citations in-house or outsource it to
Local SEO experts. Be prepared to receive many emails and phone calls trying to up-sale directory
services. The directories know you are improving your listing, and they will try, sometimes with
repeated calls, to convince you to upgrade your listing. This is an independent business decision and
will change according to your marketing plan. Don’t worry about the repeated phone calls as they will
decrease with time.
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Phase 2: Approaching customers in close proximity
In the second phase of our implementation, we will try to attract customers who are near your place
business.
From the many available tools, we will focus on check-ins and mobile coupons available through
different platforms.
Checking in
The traditional meaning of a check-in is the process of notifying your arrival at hotels or airports. Upon
arrival, you give notice of your presence to a front desk, a counter agent, an online kiosk, etc. in order
to receive a service such as getting a room or a boarding pass. This definition parallels to the Social
Networking world. “Checking in”, in the social networking context, gives notice of your current physical
location in order to receive something in exchange. What you receive in exchange varies one social
network to another. Customers can check-in with Facebook, Yelp, and Google+. The most popular
check-in app is Foursquare.
Foursquare 101
Foursquare is a location based social network that allows registered users to share their current
location (checking-in) with their friends. Users will receive points for “checking in” at different places
(venues).
The user that “checks in” the most times at a specific place during the last 60 days becomes “the
mayor” of the venue. This is an honorary title. However, some places offer certain perks for the mayor
such as free coffee, 50% off first drink, etc. Giving incentives to the “mayor” creates a competition
between your customers to come to your place more frequently. As a business, you have the upper
hand of only having to offer a nice prize to one person.
Is Foursquare appropriate for your business? That depends on the demographics you are targeting
and the area you serve. If most of your potential customers are not using this application, perhaps
you should not invest your time and effort. In any case, it is safe and good practice to claim your place
and monitor tips that anybody can leave on your business page. Check businesses around you and
see which are the most popular and how many check-ins/people have visited that place.
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In the Foursquare mobile app, browse and check to see if any store is offering any type of specials
(left). In the middle picture, we can see many businesses are offering specials. In the third picture we
can see the most popular places.
Looking at Iron Hill Restaurant, you can see they have more than 8,000 check-ins from over 2,300
individuals. This points to a large number of returning customers and high activity of Foursquare users
nearby. In the case of the Liberty Bell Center, the number of check-ins is almost the same as the total
number of people that checked-in. You can infer that this is a tourist attraction that out-of-town
people like to visit.
When you claim your place, you have access to more detailed information about the check-in habits
of your customers.
Claiming your venue
FourSquare offers two main benefits for venue owners:
1. The capability to create online/mobile specials (mobile coupons, rewards or discounts).
2. Access to Real World Analytics that allow you to analyze how many returning customers
checked-in, if they like your updates, percentage of males/females and their age groups, the
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time of day they check-in, if they shared information on Facebook and Twitter, and other data
that can help you match offers with potential customers.
Step 1
Claim your venue. The process is similar to other platforms. In order to do that, you will need to locate
or create the venue. Begin by going to business.foursquare.com
Once you’ve located the venue, proceed with the process of claiming it.
The figure above shows a typical Foursquare venue. On the bottom right you can see a link in light
blue “Claim it now.” Follow that link to start the claiming process.
1234-
Agree with terms and conditions.
Receive a call on your business’s main phone to receive the PIN code.
Enter the PIN code they provide.
In the final step of your claim, you can select to receive a postcard and wait 1-2 weeks to
complete the process or pay a one time $20 fee. If you are not in a rush to complete the
process, select the postcard option.
5- This confirms the claiming process.
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Step 2
After claiming your venue, enter your business Dashboard
1- Make sure the address, phone number, business name, categories, and other business
details are correct and match the ones you created in Google places.
2- Upload some pictures from your business.
3- Connect your Twitter and Facebook page to the Foursquare business account which is part of
the Dashboard
4- Verify your statistics which can be seen on the Dashboard.
See the differences on the before and after editing in the pictures below:
1- The new place shows a logo.
2- The new place has nice pictures, including one of the owner. This gives the listing a personal
and humane touch.
3- The name was corrected (the character “&” is not part of the formal name).
4- The address is now consistent with Google places – eliminating the “(Rt 1).”
5- The website is now in the profile allowing customers to check your business website.
6- The hours of operation are there, allowing the customer to know when you are open or
closed.
7- Social networks are now connected (Facebook and Twitter)
8- A tag-line is now present, adding the message you would like to convey to the customer.
BEFORE
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AFTER
Step 3
Check the “menu” section.
Foursquare partnered with an online service, locu.com, that allows you to create an online menu.
While this is an obvious useful tool for restaurants and bars, you can also use this feature to create a
list of services and their prices.
You can access your menu through Foursquare or through locu.com. By now you should be familiar
with the process of claiming a place on different websites – so you should proceed to do so at
locu.com as well.
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Once you finish the verification process you can proceed to customize the menu and categories for
your business along with prices.
The menu, treatments and options will be reflected immediately in your Foursquare business profile.
Note that for a monthly fee to locu.com, you can publish the same menu in other platforms like Yelp,
YP, and Tripadvisor if it fits your business to do so.
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Create incentives
Platforms like Foursquare and Google maps provide you with the tools to create incentives for
customers to choose your business over your competitors. Incentives provide an additional push for a
customer to try your spa and create loyal customers that will frequent your business. When creating
incentives for customers, consider two main components:
1- The incentive must give real immediate value to your customer.
2- The incentive fits your business.
Examples:
The Incentive
Loyalty specials: Get 9
haircuts the 10th is on
us
Freebies: Check-in with
Foursquare and get a
free 250cc shampoo
Mayor: Our “mayor”
must look radiant. Free
(whichever service you
choose) for our official
mayor
Discounts: Receive %
discount with your
check-in
Customer Business Comment
Value
Value
NO
NO
If a person gets a haircut once a month, they will
need to wait almost a year to receive the benefit.
Not compelling enough.
YES
NO
If you are giving away something for free, think
“what is the benefit for my business?” Customers
can pass by, grab the perk and continue their walk.
It would make sense if you have a large quantity of
samples (not for sale) that you can leverage to make
your business findable.
YES
YES
Remember the Mayor on Foursquare is a unique
person. You are encouraging your customers to
check-in as many times as possible to maintain their
title as “mayor” and keep getting those free perks.
Be clear on the terms and conditions, i.e. allow only
one use a month, limit to certain services or service
value, etc.
YES
YES
This works like a regular coupon.
While there are many platforms that enable you to create coupons and offers, it is not recommended
to create them on more than three platforms. You need to create the offer, train your employees on
how to recommend and redeem them, measure results and improve based on those measurements.
It will be very difficult to create effective campaigns if you dilute your marketing efforts over many
different mediums. Check the platforms that offer the capability to publish incentives free of charge.
Promoting services and products
The most common salon incentives will be based on products and services. Here are two different
examples that will be used throughout the next two sections. This will allow you to understand how to
fit the same message on different platforms. Appendix C includes additional examples on how to use
other DermaMed products on these platforms.
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Communicating a product
We will use dmSkincare’s argan boost serum as a product sample.
This serum is a light, non-greasy lipid barrier replacement in a water miscible form. It incorporates
natural and organic ingredients specially chosen for ultra-sensitive skin. Argan Oil, Squalene and
Jojoba mimic the skins own oils to protect the barrier and hold natural moisture in. Argan Oil has
been shown to have regenerative and anti-microbial properties. Vitamin D, a signaling hormone,
may promote cell immunity and has been used topically to treat skin conditions such as psoriasis.
Key Ingredients: Squalane, Jojoba, Argan Oil, Cholecalciferol
Rx: Can be used by any skin but is especially useful for sensitive, dry and eczema skin types.
Communicating a service
We will use Crystal Microdermabrasion as a sample service.
Microdermabrasion using crystals is the only true Microdermabrasion Technique recognized by the
FDA. Crystal microdermabrasion originally came to the United States via Europe. The most popular
form of microdermabrasion in today’s marketplace, MegaPeel EX’s superior technology maximizes
customer results. The MegaPeel EX® includes fine stainless steel, electroplated wands that deliver a
jet of fine mineral crystals creating gentle skin exfoliation. Independent controls provide your
aestheticians with greater control of both the crystal flow and the vacuum. The outcome is a perfect
and consistent microdermabrasion revealing smooth, rejuvenated, silky skin. That translates into
satisfied, returning customers!
MegaPeel EX® restores the youthful appearance of skin without chemicals, laser, surgery or
extended periods of irritation and redness. Successfully treat numerous skin conditions such as:
•
•
•
•
•
•
•
•
•
•
•
Rough, textured skin
Blackheads and whiteheads
Clogged pores
Acne
Rosacea or hyperpigmentation
Post-acne, postsurgical and posttraumatic scarring
Stretch marks
Foliculitis
Milia
Actinic keratosis, hyperkeratosis, and keratosis pilaris
Blending of hypopigmentation
You can also use MegaPeel EX® for skin exfoliation and to prepare skin for chemical peels and other
treatments.
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Research shows that microdermabrasion is one of the top five most requested, non-invasive cosmetic
procedures. With the hybrid MegaPeel EX®, offer your customers the service of their choice – crystal
or diamond.
Creating incentives with Foursquare
In order to create incentives with Foursquare, go to your venue manager home page. On the “Your
Business Listing” section, identify the following sentence “Millions of people search for businesses on
Foursquare every day. Make sure your listing is complete. Plus, share news with customers using
updates or set up a special to reward them.” Follow the blue link “special” and you will land in the
Foursquare Specials page (see below).
Swarm Special
Friends Special
Flash Special
This special is geared to bring a crowd of people to your venue.
It would be more appropriate for a bar, dancing place or a
theater. There is not much use for this at a salon/spa type of
business.
This special encourages the user to come with friends. You
decide how many friends need to be present and the type of
benefit they receive. For example: “The brave group! Check-in
with 2 friends and all of you receive a 25% discount on a bikini
wax service.”
This special is useful when you see an empty slot of hours in
your appointment calendar. You decide how many customers
and between which hours you offer this special. Example:
“Come now! The first eight customers between 9am and 11am
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Newbie Special
Check-in Special
Loyalty Special
Mayor Special
will receive a free manicure when any other service is
purchased.”
This special can be unlocked only on the first check-in, therefore
it can be used to attract customers that have never been at your
place. Example: “Once you know us you will never leave. Come
and check us out. We will give you a gift certificate for the same
amount you spend on your first visit.”
This special is unlocked every time the customer checks in.
Example: “Keep your nails nice until your next visit. Check-in and
receive your nail polish free after a manicure service.”
This special encourages multiple visits. Every certain number of
check-ins can be rewarded with something. This can be
modified to a customer checking in an exact number of times or
a customer checking in a certain amount of times in the last
couple of days. Be careful with this type of special as it counts
check-ins (not business transactions). The customer can just
pass by your store and check in every day without ever having
to buy anything and still receive a special.
This special is reserved for only one person, the one that has
more checks-ins in the last 60 days. Example: “Our mayor must
look radiant. Free hair brushing for our official mayor (only once
a week).”
Foursquare example 1
Following the procedure mentioned above, go to your venue manager home page. On the “Your
Business Listing” section, identify the following sentence: “Millions of people search for businesses on
Foursquare every day. Make sure your listing is complete. Plus, share news with customers using
updates or set up a special to reward them.” Follow the blue link “special” and you will land in the
Foursquare Specials page. For this example, we will use the check-in special.
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We want to create a special for every person that checks-in.
On the next step we define the offer in 200 characters or less. “Splash Special – Check-in and receive
25% off argan boost serum from dmSkincare. Sooth scorched skin & bikini wax blues with argan
boost serum. Can be used on any skin type.” Then add the Fine Print. This is any additional rules or
conditions the customer should understand. For example: “Offer good while supplies last, no rain
checks.”
Foursquare allows you to preview your check-in special during the process.
Foursquare also allows you to schedule your specials. You can define the date and time your offer will
be available. For example you can define the offer as an “Early Bird” therefore it will show up on your
business page from 4 PM to 6:30 PM.
This is what users will see on their devices:
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Pay attention to how the special is noted in the first picture. There is an orange band on top of the
picture, indicating a “special” in this place. Scrolling down shows the special (picture 2). Clicking on the
special shows you the special with the terms and conditions (picture 3).
Foursquare example 2
Follow the procedure mentioned above and use the “Mayor” special. Remember this special can be
used by only a single person, the Mayor. The Mayor is the person that has the most checks-ins in the
last 60 days.
On the next step we define the Mayor special offer in 200 characters or less: “Our Mayor must look
radiant! Take 50% off our Microdermabrasion service. It creates youthful skin without using chemicals,
lasers, surgery, or extended irritation. The perfect “lunch time” treatment.” Do not forget to put your
special terms and conditions. For example: “Mayor can get this special only once in a calendar
month. Must schedule appointment. No cash value.” This is how the special will look like at the
website and on the customer device. Note that now we have two specials in parallel, one for every
check-in and one only for the mayor.
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Creating incentives with Google Offers
Open the same page of Google’s Places for Business we created in the previous chapter.
The last tab on the left menu allows you to create Google Offers.
Customers can see these offers through many Google applications. Some of the ways customers will
see your offers are: Your business’s Google+ page, the Google Offers website, Google Offers app and
Google Wallet.
The process to create a Google Offer is very simple and intuitive.
Step 1 – Design
Select the Offers tab on your place page. On the right side, you will go through the stages of Design,
Availability and Redemption, and Additional Restrictions.
Throughout the process you will see how your ad will look on a phone on the right side.
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You can select 3 different types of offers:
A percentage off some goods or services
Money off a certain amount
A free item
Example: 20% off any manicure or pedicure
service.
Similar to the previous one, but you cap the
discount. Example: $25 of any wax or hair
removal service.
This offer has the format: “Free … when you…”
The format is fixed and you can only fill the
blanks. Example: Free shampoo when you get
any haircut.
Pay attention to the syntax and the words you use. Google has a very strict policy about what can and
cannot be included in an offer, word capitalization, abbreviations, etc. If you don’t comply with their
policies, your ad will be deactivated. For more information on this topic read:
https://support.google.com/business/answer/3111070?hl=en
As part of the design step, you can select a photo from the gallery or use your own. Remember to
check Google restrictions when using your own photos.
This is how your ad will look like after the Design step.
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Step 2 - Availability and Redemption
On this step you can define:
1234-
If a customer can use this offer more than once
Number of offers
Offer expiration
If the offer is valid every day
In the example below, our offer can be used only once, we have limited the offer to 100 customers
only, it will expire in one month and is only valid Tuesdays through Thursdays.
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Step 3 - Additional Restrictions
In step 3, you can define special terms and conditions and an offer code for your point of sale, if
applicable.
The finalized offer is shown in the figure below. After you press “Publish my offer”, it will be reviewed
by Google, so remember that your offer will be available a few hours after you publish it.
Examples of Google offers
Since Google limits the text to 50 characters or less we define some sample offers as follow:
1- “DermaMed dmSkincare argan boost serum”
2- “MegaPeel microdermabrasion cosmetic treatment”
For the first one, we make a % discount, for the second, a “money off” discount. This is how the offers
will look:
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Creating Incentives with Yelp
Yelp provides you with many different ways to promote your business. You can create Calls to Action
taking customers directly to an order now page, a book now page, call now link, schedule
appointments or print a coupon. You can create Yelp Ads to showcase your business on Yelp search.
Your business will appear on your nearby competitors’ Yelp pages and create targeted mobile ads.
This can also be complemented with the Deals and Gift Certificate option, where you can create an
immediate online purchase of the type $xx for $yy. See the sample ad below.
The ads will appear in different ways on your customers’ mobile app.
In the first picture you can see a salon with a Yelp Ad showing first in their search. They have
implemented a $35 for $70 deal. On the second and third picture you can see how customers can
instantly buy this offer.
Before you create this type of reward, remember the two basic rules of incentive creation: It gives real
immediate value to your customer and it fits your business. Consider that Yelp takes 30 percent of the
purchasing price (in a $35 for $70 you will pay Yelp $10.50). While Yelp will state that you take 70
percent of the deal, you are actually taking $24.50 for a $70 service. That means you are taking 65
percent discount on your services. Note that only 1 voucher(s) can be purchased and redeemed per
person so perhaps you are willing to significantly reduce the price to acquire a new customer. Always
ask yourself if this fits your business model.
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Like other platforms, Yelp also provides a simple, free incentive process. You can find this under
Check-in Offers in your business page menu.
You can select from four different types of offers
A percentage off some goods or services
Money off a certain amount
Fixed Price
A free item
Example: 20% off any manicure or pedicure
service.
Similar to the previous one, but you cap the
discount. Example: $25 off any wax or hair
removal service.
$50 for any 3 services of your choice.
This offer has the format: “….Free …” The format
is fixed and you can only fill the blanks. Example:
One free shampoo on your first visit.
You can add your own terms and conditions and publish your offer.
The picture below shows what a check-in offer looks like in Yelp search. You can see some of the
check-in offer types we defined above.
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This is how the check-in with an offer looks like on the customer’s mobile device:
When a customer shows this check-in offer, it is important that you redeem that coupon and mark it
as used. Most customers will feel uncomfortable handing over their mobile device to a stranger. Two
important steps to remember:
1- Make sure they redeem the coupon. Ask the customer: “Can you please press the Use It Now!
button?”
2- Once the customer presses the Use It Now! button, they will have 4 hours until the coupon
expires. When the customer is about to pay, ask them: “Can you please press the Mark Offer
as Used button?” That way you make sure only one customer used that coupon.
Check-in and Specials Best Practices
“Check-ins” is a valuable tool to attract customers to your store. You need to follow some rules to
make your customer’s experience easy and enjoyable.
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1- Keep your Specials simple. Do not ask the customer to fulfill too many tasks in order to receive
the special. Bad Example: “Check-in before your haircut, take a picture before and after,
publish those pictures on our wall in Pinterest, tell your friends about it on Twitter and receive
10% on your service.”
2- Add Fine Print: Add any additional rules or conditions the customer should know and
understand.
3- Train your employees. Explain to your employees, particularly the receptionist, the importance
and use of Foursquare, a mayor, a check-in, and what specials you are offering. When a
customer arrives to your salon and says to the receptionist “I’m the mayor of this place and
I’m here for my free manicure”, your employees should know what the customer is talking
about. Explain to your employees how different offers should be redeemed as the processes
vary throughout different platforms.
4- Ask your employees to inform customers about the check-in specials.
5- Promote check-ins outside and inside your store. Let customers know they can receive
something in exchange for their check-in.
6- If you have many stores or a chain, be consistent throughout.
7- Create a conversation. If a customer checks-in and shares on Facebook or Twitter, say thank
you on the same platform. Interact with your customers.
8- Create deals that have value for your customers but also fit your business.
9- Try different check-in types and figure out which are more appropriate for your business and
your customer base.
10- Share with your employees the success or the challenges of your campaign.
11- Encourage your employees to use Foursquare at other businesses to understand how it
works. After they understand how it works, they should not check-in to your business.
Employees should not be allowed to become “mayor”.
12- Use statistics to learn and correct your strategy. Take a look at who is checking in. If the
demographics are males ages 25-35, it makes sense to make a special that focuses on that
demographic.
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Phase 3: Increasing and maximizing customer’s digital feedback
We consider a customer after a service was rendered, both before and after they leave. The objective
is to encourage customers to share their experiences on different platforms on which you are
promoting your business
This phase is as important as the previous two as it will directly impact how your business is perceived
on mobile devices, where it will show up on searches and why potential customers will choose your
place or not.
Reviews, Comments, Tips and Other Customer Feedback
When a customer searches for a specific business, search engines try to show relevant results.
Relevant results mean the customer found the best possible options in a certain area.
When customers look for a salon in your area, they expect to find the best one with the services they
are looking for. A woman looking for color services would not be happy if the search engine points
her toward a barbershop. Sending a man to a nail salon when he was looking for a place to trim his
beard is also not relevant.
Therefore, relevancy, from the search engine perspective, is influenced by many different factors.
Some of them were covered in previous chapters. We emphasized the importance of having your
Place filled in with the right categories, keywords and location on the map in any search engine. We
also worked on having a Name, Address and Phone number consistent everywhere your place is
mentioned. Moreover, we recommended having your place listed (cited) in many places as it provides
certain validation to your business’s digital presence.
Another factor search engines will consider is the positive and negative reviews your business has
received. The search engine presents the best places, and that includes businesses that customers
recommend. Search engines will take into consideration how active the reviewer is (if they have left
many reviews or just the one for your place). Many local SEO experts consider reviews are no more
than 10% important to relevancy even when your business is at the top of the search list, you must be
constantly vigilant about reviews.
While a search engine likes that you are listed on 20 or more listing sites and that your business
name is spelled exactly the same everywhere, customers like businesses with the best reviews and
highest star ratings. Likewise, customers avoid those with low ratings. Customers base their decisions
on comments and reviews from people they don’t know. An average customer will make a decision
based on three factors:
1- Is the business close-by/can I get there easily (Geographical location)
2- If many businesses are close-by, what are the customers saying about this place (Reviews)
3- If a couple of businesses are close-by and have excellent reviews, is the business offering any
discount or specials (Incentives)
Reviews are important since they improve your position on search engines and are crucial in the
customer’s decision making.
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Tips on Reviews
1- The best way to get reviews is to let your customers know they can leave one online. This may
sound obvious, but think about how many times you suggested to your customers in the last
month to leave some feedback.
2- You don’t need to receive large quantities of reviews at once. If you have over 100 customers a
week and only 3 of them leave a review, in one year’s time, you will have over 150 reviews.
3- Never ask a customer to leave a review from a computer in your business. Multiple reviews
originating from the same IP address are discarded.
4- Be specific. Ask your customers if they have a Google account. If they do, let them know they can
leave you a review on your Google place page. If they don’t have one, explore what platforms
they use. It will be more effective if they leave a review on a platform on which they are already
active. Reviews from people that signed up to leave you a review and have never reviewed
another place will probably be filtered.
5- If they do have a Google account, they will need to find your Google+ page and press the link
“Write A Review.” Some of the possible courses of action are:
a. Ask them if you can send your page link to their Gmail account. Get their email address
and send a thank you letter with the link to leave a review. Remember, the email is to
show them where they can leave a review, not to ask for or solicit a review.
b. Hand out a printed page explaining how to find your page and leave a review. A sample
is in appendix B.
6- Never write or suggest text for the reviews. Customers should share their point of view with their
own words.
7- Never offer something in exchange for a review.
8- Interact with your customers and answer both good and bad reviews.
9- Yelp has a useful page with recommendations on how to answer positive and negative reviews:
https://biz.yelp.com/support/responding_to_reviews
Google and Yelp Reviews
Google
If your customer has a Gmail account, let them know they can leave a review on your place page.
Go to the Google+ page we created on page 8 and take a note of the URL for the About page. In the
picture below the URL address is https://plus.google.com/u/0/111821828337506955375/about
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If you received the customer’s permission to send the link to their Gmail address, it should read
something like this:
Dear Rose:
Thank you again for visiting us!
Here is the link to our Google+ Page I mentioned during our conversation.
https://plus.google.com/u/0/111821828337506955375/about
If you would like to leave a review for us, follow the link and press the “Write a review” button.
I’m looking forward to your next visit.
Kind regards,
Susan
Yelp
Go to Yelp.com, look for your business and copy the URL.
In the picture below, the URL is http://www.yelp.com/biz/suite-303-new-york
Remember, do not solicit reviews or encourage your customers to sign up on Yelp to leave you a
review. Those reviews will be probably be eliminated.
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Handouts
See APPENDIX B for an example of a Handout letter.
Using Signs and QR Codes in your business
Many customers will use their mobile devices or tablets to leave you a review. You can facilitate that
process by providing an easy way to find your business with a mobile device. One way to do so is by
using QR Codes.
Note: It is difficult for customers to leave feedback/reviews on the Google+ application.
To leave a review, customers need to:
1234-
Scan a QR Code or search for your business page on Google+.
Press the MAP button.
Enter the review section on the map application.
Write a review.
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Until the process is streamlined or Google brings back the capability to review a business from the
Google+ page, we do not recommend asking customers to leave a review on their mobile device.
What is a QR Code?
A QR Code is a piece of information such as a website address, phone number or SMS that is
encoded in a two-dimensional picture. It is called QR (Quick Response) because the format allows you
to quickly grab information in a very convenient way. In order to access that information, the customer
will need a QR scanner that can capture the picture and decode it. Smartphones can download free
apps to read QR codes.
Keep your QR Codes as simple as possible. We provided a long link that can be shortened using bitly,
a URL shortening service.
How much does it cost to make a QR code?
You can create your own QR codes for free with apps on your smartphone or on websites. Two such
website are: ZXing Project (http://zxing.appspot.com/generator) or QR Monkey
(http://www.qrcode-monkey.com/).
Where should you use a QR Code?
Put QR Codes on signage or page handouts to facilitate the location of your online presence.
Q4 Code for Google+ page
If you want to create a QR Code to inform customers about your Google+ page, follow the next steps.
Step 1
Find your Google+ page URL. In the previous picture the URL was:
https://plus.google.com/u/0/111821828337506955375/about
Step 2 (optional but recommended)
Go to https://bitly.com, paste the URL and press the “shorten” button
Here is the result:
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The result of shortening this URL is: http://bit.ly/16zHxNE Keep a record of this URL. It is highly
recommended to join bit.ly. It is free, you will keep track of the URLs you have shortened, and most
importantly, you can track how many people actually accessed that URL.
Creating a QR code with a shortened URL
Go to a QR code generator website. This is a free service.
abcdef-
Make sure you are in the URL tab.
Paste the shortened URL.
Press the “Create a QR Code” button.
The QR Code will appear here.
You can download the picture b “Download PNG.”
You can download the QR Code in different formats. This can be useful if you work with a
designer that will create signage and works with Photoshop or other similar software.
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a
b
d
c
e
f
Adding QR code to print marketing
Use the QR code in handouts or small posters around your business. Always provide an explanation
of what to do with the QR Code.
Foursquare Tips and Updates
Foursquare allows you and your customers to share tips on your place page. Tips are open notes that
can be left for others to read. For example: “Ask about our MegaPeel facial microdermabrasion
treatment” and attach a photo.
In order to leave a tip, go to your business page and look for the button that says “Leave a tip for
others.” Write your tip there, attach a picture if you can and press the publish button.
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Tips Examples
The pictures below show how tips can be added to foursquare.
Note that tips can include a picture and a URL link. We used the link to offer the customer more
information about the product.
In the first example the tip is “We use MegaPeel Microdermabrasion to treat unwanted freckles, sun
damage, uneven skin tone, wrinkles, and acne scars.” And the link used was:
https://dermamedsolutions.com/spa_equipment/microdermabrasion_treatment/overview/
The tip looks like this:
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In the second example is “vitA clear serum by dmSkincare offers fabulous oil control for acne and oily
skin types.” And the link used was:
https://dermamedsolutions.com/skincare/category_retail_products/serums-toners-andtreatments/vita-clear-serum/
The tip looks like this:
Customers can see the tips on their mobile device. See below.
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Updates
Updates, different from tips, can be sent by the business owner only. Updates can be anything from a
new special offer to pictures of new treatments available or new products that have just arrived.
Customers that have checked in multiple times or have liked your page will automatically receive your
updates when they’re in the same city. The updates will show up on their Friends Feed in FourSquare
so there is no need for them to subscribe. Additionally, anybody who checks in to your venue or visits
your foursquare.com page will see your update. This is an excellent way to communicate with your
loyal customers. But don’t overwhelm them. Businesses should send out updates a minimum of three
times a week.
In order to share an update, go to your venue manager home page on Foursquare. On the “Your
business listing” section, find the following sentence “Millions of people search for businesses on
Foursquare every day. Make sure your listing is complete. Plus, share news with customers using
updates or set up a special to reward them.” Follow the blue “updates” link and you will be directed
to the Foursquare updates page (see below).
On the Share an Update page
1- Enter the message.
2- Attach a picture (up to 3 are allowed).
3- Optional. Add a Special as part of your update (see chapter 2).
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4- If you have your Facebook and Twitter accounts linked to the Foursquare account, you can
promote this update on those social networks too.
5- Press the Share button. On the top right of the screen, you can see how many customers and
check-ins you have. In this case, over 1,500 customers will immediately see this update in their
Foursquare friends feed. That is why it is important to ask people to check in and like your
business on Foursquare.
Measuring Results
It is common knowledge that you can’t improve what you can’t measure. All the platforms we
mentioned throughout the text show you results in different ways.
Google+ Page
To see results on your Google+ page:
1- Go to the Pages section on Google+.
2- Identify the page you would like to check and press the “Manage this page” link. (see
example below).
3- Select the Insights tab on the top menu.
You will see information about interactions on your page. See the picture below.
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The number of clicks for “more info” and the number of clicks for driving directions contribute to these
statistics. Driving directions is a good indicator of how many customers considered going to your
business after checking this page.
Google Places Page
To see results on your Google Places Page:
1- Go to Pages section on the Google Places dashboard.
2- Select the “Listing” tab on the left menu.
3- Select the Insights tab.
In this section you see:
1- The number of impressions. This is the number of times you appeared on a search. Make
sure this number rises with time. It can give you an indication if you are improving your local
SEO.
2- Number of actions. This is the number of clicks for “more info” on Maps, the number of clicks
for directions and the number of clicks to your website. This gives you an idea of how your
place is perceived when searched. If the number is considerably lower that the number of
impressions, check what is different between you and your competitors. One factor to check is
your reviews and the number of stars your business has.
3- Top search queries. These are the terms customers were looking for when you appeared in
their search. It can give you an indication if your content and categories are right.
Yelp
To see results on your Yelp page:
1- Log in to your Yelp business account through https://biz.yelp.com/.
2- Select the first left menu item “Activity.”
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In this section, you see:
1- The number of times people viewed your business over a certain period of time. You can
check how many people looked at your page from a mobile device. This can give you an
indication of how much business Yelp can generate or take away from you.
2- Customer leads is an indicator of users doing business with you. It is built from
a. Mobile Check-ins
b. Mobile Calls
c. User Uploaded Photos
d. Directions to Business
e. Clicks to Your Website
f. Yelp Bookmarks
g. Deals Sold
3- Revenue estimate is the amount of revenue you can generate from Yelp customers based on
an average service price you provide.
Foursquare
To see the results for your Foursquare venue:
1- Go to the Manager Home for your Foursquare place.
2- Select the link “See Customer Stats.”
3- Access the different levels of information on the top right tabs.
Foursquare provides you with the most detailed information compared to other platforms. Here are
some of the indicators you can see:
1- Number of check-ins at your venue. It shows you the number of people that checked in
compared with previous months.
2- Unique customers at your venue. This show the number of returning customers.
3- Number of people that shared their check-in on Facebook and Twitter.
4- A detailed demographic analysis based on age and gender. Note this is only an indication of
demographics for people that checked in and will not necessarily reflect your typical business
customer. Nevertheless, this can give you an indication of what specials and updates you
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should offer. For example, if you take a look at the chart below, you will notice that the
majority of people checking out are males 25-34 therefore the specials your run should be
focused on that demographic
Final Notes
Throughout this document, we described some of the available tools you can use to augment your
business visibility, reputation and profitability.
Nearly all of the applications listed can be used free of charge. However, this does not mean it won’t
cost you money. You, one of your employees, an external person or somebody else will need to invest
time to set and modify your business digital presence and maintain it on a regular basis. Before you
start, be sure you can assign the appropriate resources and time to these tasks. How often you check
it will depend on how many people are using the platforms you have put in place and on the online
activity that is happening.
These tools can help your business strategy but they do not stand alone. Determine how you can
integrate them with other promotional efforts you are already implementing. Consult with a marketing
professional and figure out how to leverage the resources you assigned to your marketing efforts.
These are only samples of the many tools available. Remember to review changes to these platforms
and consider new ones as they emerge.
Most importantly, these tools usually reflect the quality and customer perception of your business. At
the end of the day, there is no better strategy than providing excellent service and transforming your
customers into your business’ ambassadors.
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APPENDIX A – Information sample form
Notes
Basic Information
1
Company Name/Organization
2
Street Address
3
City/Town
4
State
5
Main phone
6
Other phone
7
Other phone
8
Email address
9
Website
10
Description
11.1
Category 1
Category 2
Category 3
11.4
Category 4
11.5
Category 5
Service Areas and Location Settings
12
Does your business provide services, such
as delivery or home repair, to locations in a
certain area?
200 character maximum
Define up to 5 different
categories
11.2
11.3
 No, all customers
come to the business
location
 Yes, this business
serves customers at
their locations
Specify if you are closed any
day of the week or if your
hours split during a single
day, such as 9-11am and 710pm?
Hours of operations
13.1
13.2
13.3
13.4
13.5
13.6
13.7
14
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Payment options
Specify all payment options available
From:
From:
From:
From:
From:
From:
From:
To:
To:
To:
To:
To:
To:
To:
 Cash
 Check
 Traveler's Check
 Invoice
 American Express
 Diner's Club
 Discover
 MasterCard
 Visa
 Financing
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 Google Checkout
 PayPal
Photos
15
Videos
16
Additional details
17.1
17.2
17.3
17.4
17.5
17.6
17.7
18.1
18.2
18.3
25
Parking available
Brands carried
More
More
More
More
More
More about your business
Please enter in any other
details you want customers
to know about your
business, for example:
Please enter specific details
about your business
Owner’s name
Years in Business
Number of employees
Notes
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Notes on using the form
This form allows the collection of relevant information for Google Maps implementation. The following
are some clarifications on how to use the form.
Company Name/Organization (1)
The official name of your business as it shows up in every directory. Do not add categories, or words
that are not part of your official name. Google recommends: “…If your business is within a … mall,
and you'd like to include this information in your listing, specify the container store in parentheses in
the business name field. For example, Starbucks (inside Safeway)….” Do not repeat this practice in the
rest of your listings.
Street Address (2)
Your address as it shows up in Google Maps. Use the exact syntax. Do not add cross roads or
variations of the name. For example, on JFK Blvd East in West New York, NJ you can find businesses
with addresses listed as: John F. Kennedy Boulevard East, Kennedy Blvd E, or JFK East. Pick one format
and stick with it.
Email address / Website (8-9)
The ranking on searches also depends on the completeness of the profile. If your store or merchant
doesn’t have a website you can send them to one of your social networks pages. Do not leave it
empty.
Description (10)
Write a short description of the business (up to 200 characters). Try to be as descriptive as possible
and provide useful information for the customer. See if you can understand what the business does
by simply reading the description
Note these business descriptions:
“Eyebrow Threading Hair Styling Nails Design Acrylic Nails Manicure Pedicure Make-Up Bikini Waxing
And More”. It is clear that this is a salon. However, I know nothing about why should I choose this
place over others or what type of business they do.
“Full Hair Salon & Spa for both Kids & adults. We are a daytime spa offering facials, full body
massages, spa manicures & pedicures. We also host spa parties for kids and adults.” This is more
specific and gives more relevant information. However, it capitalizes too many words.
“An upscale full-service salon and spa with a caring and professional staff in Media, Pa. Color
specialists, facials, massages, spray tan, all waxing, hair ext., rejuvenation services, and many more!”
Very clear what this place is, what it does and where it is.
“No need for appointments!! Walk-ins welcome. Prices start at $15 for men and $25 for women.
Today and until the end of the month 25% off all beauty supplies and anything else from the shop”.
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The only thing that is clear here is that I don’t need a reservation and I might pay more than $15. Many
questions still remain. What’s the name of the business? What are their services? Why should I go
there? Where is it located? What other products are included in “anything else from the shop?”
Category (11.1 to 11.5)
Select the best categories that define your business in order show up on searches. Categories are not
products or brands the store is carrying. An example of a good category for a salon would be “Beauty
Salon” or “Day Spa.” Incorrect categories for the same place would include: L’Oreal, Michael Kors
products, gift certificates, etc.
In the example below, a person searching for a beauty salon close to Columbus Circle will receive
places that have the same category as their search.
Service Areas and Location Settings (12-14)
If your business makes deliveries or has personnel that provide services at the customer’s premises,
specify your service area here, either through a distance from a location point, or through a list of
locations (towns, zip codes, etc.)
Specify your hours of operation. If there is a day that you receive clients by appointment only but are
closed otherwise, list your place as closed. Some listing platforms will allow you to add the sentence
“by appointment only.”
Complete the accepted payment methods. It adds to the completeness of your listing.
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Photos and Videos (15-16)
Photos and videos not only enhance how your listing looks on the map, but also adds to the ranking
in search results. Get a few pictures of your business or take a few digital photos and add them to the
listing. You should have at least five.
See good examples below.
If you have videos on YouTube, make note of their URL. Some places will allow you to include videos
on your listing.
Additional Details (17)
In this section, enter any other details you want customers to know about your business but were not
listed elsewhere. Here you can mention brands you carry, parking or any other miscellaneous
information.
More info about the business (18)
Some places will ask you to include the owner’s name, years in business, number of employees, etc.
While these details are not critical, it adds to the completeness of your listing.
Notes:
You may find additional fields during this process. Keep note of these as part of the same table in
digital format. This will facilitate the reuse and consistency of your information throughout different
platforms. Do not be tempted to fill the fields from memory. Copy and paste from a document will
ensure the correctness of data everywhere.
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APPENDIX B – Handout layout sample
Your company logo
Join the conversation
Thank you for choosing (xyz) salon and spa
We strive to provide the best service to our customers. Your feedback is very important to us.
If you would like to join the conversation;
If you have a Gmail account:
Visit our Google+ page. You can find us at: https://plus.google.com/111821828337506955375/about
[copy from website]
You can see our latest posts and leave us feedback by clicking the “Write a review” button
If you are an active Yelp member:
You can join the conversation at our official Yelp page:
http://www.yelp.com/biz/cambio-salon-spa-media [copy from website]
[Your business motto]
[Your address, phone number, website and other social networks if you like]
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APPENDIX C – Example of how to use DermaMed products throughout
different platforms.
The following are examples on how to communicate different products and services as tips, offers,
posts, Google offers, etc. Please contact DermaMed Solutions if you need help creating a message for
other specific products.
Microdermabrasion Treatment MegaPeel EX
Wherever you can use this link:
https://dermamedsolutions.com/spa_equipment/microdermabrasion_treatment/overview/
140 characters or less – Examples with pictures
We use MegaPeel Microdermabrasion
to treat unwanted freckles, sun
damage, uneven skin tone, wrinkles,
and acne scars.
DermaMed Solutions’ Precision Peel
professional treatment protocol remove
fine lines, wrinkles, sun damage or
acne scarring, and age spots.
Hydra Bright Facial Treatment from
DermaMed Solutions: Clears dull and
lifeless pigmentation, sun-damaged
skin, evens out skin tones.
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200 characters or less – Examples
MegaPeel Microdermabrasion is a non-invasive procedure that respects skin integrity, corrects skin
conditions and creates healthy, vital skin.
MegaPeel Microdermabrasion treatment is a progressive, safe, non-invasive procedure that creates
gentle epidermal abrasion to reveal newer, healthier and younger looking skin.
We use the MegaPeel Microdermabrasion System, the best microdermabrasion system on the
market to rejuvenate all skin types by removing dull damaged skin cells & stimulate new collagen
production.
We offer the Hydra Bright Facial, a comprehensive treatment to help control acne breakouts, modify
unwanted skin abnormalities, and maintain a youthful appearance in aging skin.
200 characters or less for Foursquare specials – Examples
MegaPeel Microdermabrasion is a non-invasive procedure that respects skin integrity, corrects skin
conditions and creates healthy, vital skin.
Friends Special. Unlocked when x
number of friends check in together
You and your friends receive 25% off our MegaPeel
Microdermabrasion. You can treat unwanted freckles, sun damage,
uneven skin tone, wrinkles, and acne scars.
Fine print: With appointment only, no walk ins, all friends must have a
MegaPeel Microdermabrasion to receive the discount.
Flash Special. When a customer is
one of the first xxx people to check
in between xxx (time) and xxx (time)
Newbie Special. Unlocked on your
1st check-in
Check-in Special. Unlocked every
time the customer checks in.
Loyalty Special.
1- Every xxx check-ins
2- When a customer checks in
exactly xxx times
3- When a customer has checked
in xxx or more times in the last
xxx days.
Mayor Special. Only for the Mayor
Remove fine lines, wrinkles, sun damage or acne scarring, and age
spots. The first 5 customers that check-in between 3pm & 8pm for a
MegaPeel Microdermabrasion will receive a free post treatment kit
The first session is on us. Come and see what we can do for you.
Receive a free MegaPeel Microdermabrasion when you purchase a
3 session treatment.
Fine print: First time customers only. Other restrictions apply.
Our Foursquare customers receive special treats. Have a free
manicure service every time you come for a MegaPeel
Microdermabrasion.
Check in each time you come for your MegaPeel Microdermabrasion
cosmetic treatment. You will receive a free post treatment kit after
your xxx check-in.
Fine print: Free kit when you buy at least 3 MegaPeel
Microdermabrasion sessions.
Our mayor’s skin must look radiant! Keep checking in, as our Mayor
receives 50% discount on a MegaPeel Microdermabrasion cosmetic
treatment once a month.
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50 characters or less – Examples to use with Google offers:
Remember that these sentences will be used in Google offers context. All of them will be preceded by
one of the following:
•
•
•
xx% off [add 50 character sentence]
$xx off [add 50 character sentence]
Free [add 40 character sentence] when you [add 40 character sentence]
“MegaPeel microdermabrasion cosmetic treatment” will be displayed as:
•
•
xx% off MegaPeel microdermabrasion cosmetic treatment
$xx off MegaPeel microdermabrasion cosmetic treatment
“dmSkincare gentle cleansing bar” --- “buy MegaPeel microdermabrasion treatment” will be
displayed as
•
Free dmSkincare gentle cleansing bar when you buy MegaPeel microdermabrasion
treatment
vitA-clear serum™ (a product)
Wherever you can use this link:
https://dermamedsolutions.com/skincare/category_retail_products/serums-toners-andtreatments/vita-clear-serum/
140 characters or less
dmSkincare’s vitA clear serum: a fabulous oil control for acne and oily skin types with a special system
that ensures penetration to the deep layers of the skin.
vitA clear serum by dmSkincare exfoliates gently. Every anti-aging and acne routine MUST include
exfoliation.
dmSkincare’s vitA clear serum leaves skin looking firm, toned and with a smooth texture. Maintain a
beautiful glow and lifted appearance.
200 characters or less for Foursquare specials – Examples
Friends Special. Unlocked when x
number of friends check in
together
Flash Special. When a customer is
one of the first xxx people to check
in between xxx (time) and xxx
(time).
Newbie Special. Unlocked on your
Check-in with your friends and receive 20% off any dmSkincare’s
serum. vitA clear serum exfoliates gently, clari-tone serum for
even skin tone or the anti-aging antiox-C serum.
dmSkincare vitA-clear serum flash sale! 20% off between 3pm
and 7pm. Use it for oily or acne prone skin daily to reduce oil
production. Important part of an anti-aging routine with proper
use.
Half and half. Only once for your first check-in. Take 50% off
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1st check-in
Check-in Special. Unlocked every
time the customer checks in.
Mayor Special. Only for the Mayor
dmSkincare vitA-clear serum. Perfect for oily or acne prone skin.
Important part of an anti-aging routine with proper use.
Fine print: First time new customers only. Other restrictions
apply.
Our Foursquare customers receive special treats. Take an
additional 5% off of any existing discount on dmSkincare
serums.
We want you to keep checking-in! We love our Mayor. Every
WEDNESDAY we give a free dmSkincare vitA-clear serum to the
Mayor.
Fine print: You must be the current Mayor on Wednesday to
receive this prize. Offer valid ONLY on Wednesdays
50 characters or less – Examples to use with Google offers:
Remember that these sentences will be used in Google offers context. All of them will be preceded by
one of the following:
•
•
•
xx% off [add 50 character sentence]
$xx off [add 50 character sentence]
Free [add 40 character sentence] when you [add 40 character sentence]
“dmSkincare vitA clear serum for acne and oily skin” will be displayed as:
•
•
xx% off dmSkincare vitA clear serum for acne and oily skin
$xx off dmSkincare vitA clear serum for acne and oily skin
“dmSkincare vitA clear serum” --- “buy any 4 full price dmSkincare products” will be displayed as
•
Free dmSkincare vitA clear serum when you buy any 4 full price dmSkincare products
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