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A marketing strategy without social media is still a strategy.  But, social media is growing in importance so business owners need to carefully consider investing in these channels, and when they do decide to create a presence, they need to stay committed to it.  Be sure to have a good plan that is based on realistic goals, matches your business objectives AND is something that can be  delivered consistently (e.g. a weekly coupon.) Don't start something on social media and then abandon it.  It affects your brand and makes you look unprofessional or uncommitted.

Personal services businesses can find great success with the right digital marketing plan because the new online innovations that make it possible to promote these kinds of services require a greater level of customer engagement.  As the technologies continue to evolve so does the consumers’ expectations; they now want more than just information, they want an experience.  With the proper planning and the smart use of current digital applications you can attract more local customers and build a brand that reaches a national audience as well. 
 
Here are some ideas to consider when developing a plan to improve your digital presence.  
First impressions count 
The first step in any successful digital marketing strategy is creating a website that is representative of your brand. The nature of a personal services business allows you to be creative, therefore your audience will expect see a site that is visually appealing and engaging. Push the limits creatively, but  keep it professional.  Show your best work, include pricing, location information, and feature products you use.  Also, include a brief bio about yourself and your team to let potential clients see who they will have the pleasure of meeting when they arrive at your location.  Remember, people looking for personal services want to invest in more than just products, they want to invest in an experience and getting a feel of who you are is as important as knowing what services you offer.  

Claim your listings to increase your visibility
Stay on top of the minds of people looking for your services, while increasing your digital presence by using existing online business directories that already have an established audience, as well as the technology to reach them on mobile devices.   Having a plan that includes claiming your business on local directories is a smart addition to your digital marketing strategy.  They provide free or low-cost advertisement, connect you directly with people looking for your services, and creates another opportunity to engage with potential clients.  There is a good chance your business may already be listed, if so take the time to personalize the listing by adding photos of your location and a brief description of your services.  Google is the most widely used search engine, consequently, your business information should at the very least be listed on Google My Business. Other important directories to consider include Yelp and Mapquest.   
 
Google My Business on iPhone

Use social media to support your brand  
For personal services businesses like beauty salons or spa, social media has significant potential to increase your digital presence. With more than 1.32 billion users worldwide, Facebook is the largest social networking site, making it a good place to begin your social media journey.  Likewise, it is equally important to invest in the premier photo sharing sites such as, Pinterest and Instagram, because they are visual goldmines for businesses looking to create a stimulating extension of their brand.  Your customers will visit your Pinterest or Instagram profile expecting to get a more visceral tour and experience of your business. So, plan to use high-quality photos and stunning videos for your posts to these sites.  If you specialize in hair coloring, post photos of your best highlights or color transformations.  If you offer spa services post photos that display luxury and serenity.  Take the time to learn the unique features and advantages of each social media platform in order to effectively connect with your audience and convert them into paying clients.     
Use video to connect with your audience
Video allows you to take a proactive approach in maximizing your exposure and attracting customers.     You can easily embed video into your main webpage by creating a YouTube channel that always links to your website.  You can customize the channel with your company logo, there are also basic editing tools available to add need a little extra production value.  With video you can share your story, show your personality, and introduce your co-workers.  By doing this you become more familiar, making potential clients feels a connection to you before they make their first appointment.  Some additional benefits of video include: being able to showcase your skills and expertise, promote products that you use in your business, which can lead additional revenue  through retail sales, and gives you a platform to potion yourself as an expert professional in the industry.  More importantly, video lets you share the tone and atmosphere of your business through virtual tours and customer testimonials. Your audience will find significant value in being able to experience your business before deciding if you are the right fit for their needs.  

Final Thoughts
The success of your personal services business relies on how effectively you can connect with customers, making it increasingly more important that you understand your clients’ behaviors, likes and dislikes, as well as how and where they communicate. In short, it is critical they you use this knowledge to develop a digital marketing strategy that meets and exceeds these expectations through deeper engagement and better customer service.

ChangeU: for your independent study ...

Beauty Salon Business Overview & Trends, 2014  http://bit.ly/1o8iw8N
The US hair care services industry includes about 86,000 establishments (82,000 beauty salons; 4,000 barber shops) with combined annual revenue of about $20 billion. Major companies include Regis, Ratner Companies, Premier Salons, and Sport Clips.

Beauty Industry Analysis 2014 - Cost & Trends  http://bit.ly/1o8jh1H 
Comprised of a diverse yet interrelated set of business lines, the beauty industry helps us look and smell our best. Before we leave the house each day, we have likely undergone our personalized beautification ritual. 

Everything You Need to Know About the Nail Industry NailsMag.com  http://bit.ly/1qWZJI5 Everything You Need to Know About the Nail Industry

How can Chiropractors get maximum benefits using social media? 
As more people turn to the internet for products and services, it’s important for chiropractors to have an online presence beyond a website to stay competitive, more importantly, because consumers expect it.  A chiropractor should focus their digital marketing efforts on boosting visibility to ultimately bring in new business. 
Here are a few ideas to help local chiropractors create a strong online presence. 
All things lead back to your webpage 
Your website is one of your most valuable assets, and as such all your marketing efforts-online and offline-should lead back to your website.  Look at your website as the place where people come to learn about your practice and the services you offer.  Conversely, your social media profile are different in that they are a more casual and personal place where you can engage and communicate with your patients and followers.  With this in mind, your social media pages should always have a subtle, yet compelling call-to-action to go to your webpage.  Provide multiple links within your posts that  direct visitors back to your website to begin the process of educating them about the more technical and useful aspects of chiropractic care.   
 
Content Rules  
When promoting your practice use the 80/20 rule in social media, with the intention of helping as many people as you can.  This rule is simple, yet effective in conveying a message of sincerity.  Eighty percent, of what you post on Facebook or other social media pages should reflect value, be relevant and be insightful. The other twenty percent of your content should be for self-promotions and ads to convert your followers to patients. Remember that the majority of people spend time on social media to learn and build relationships, by respond to this by continuing to share value and education.  

Connect with and educate prospects
Some or your prospective clients may not be fully aware of what chiropractic care really entails and are skeptical about trying it. The smart use of social media can help them to overcome many of objections they may have, educate them, and build a relationship with them.  Use your Facebook, Twitter, and Google+  to help you do these things. Additionally, a YouTube video channel is another powerful educational medium that can go a long way in showing potential patients what to expect when they come to you.  By using these tools to connect more with your fans, you have a much greater chance of converting them into patients.  
 
Spinal Works Chiropractic YouTube Channel

Stay in touch to establish expertise
When looking to stay in contact with current patients or anyone familiar with your practice on an on-going basis, social media is the most effective option. By nurturing these relationships you remain on their mind, making them more likely to refer other people. This word-of-mouth promotion is also a big asset from a marketing and advertising perspective. Additionally, the viral nature of social media provides unlimited opportunities for you to establish yourself as a prominent expert in your field. By continuing to post useful, pertinent content you can develop an esteemed reputation in your local area. 

Final thoughts
A chiropractic care business should definitely invest in a digital marketing strategy to grow the practice and reach new patients. Invest the time to know which where your potential patients spend their time online, take note of how current patients learned about your practice and refine your marketing strategy around this knowledge.

How can a hospitality business improve their digital presence?

The hotel industry is a highly competitive industry and hoteliers are increasingly seeking ways to capture a larger share of travel shoppers.  A well-executed digital marketing strategy can expand your brand online, while keeping pace with new technologies and travelers demanding expectations.   
Make a good first impression
Your hotel website is your most valuable long-term asset, providing the most important opportunity to engage travelers and make them your guest.  The majority of travelers search for travel needs online, hence spend more time on websites that provide a visual experience using photos, tours, and videos.  When designing your website provide key information but keep it limited to short concise blocks of text.  Instead, focus on showing the guest the level of quality they will experience when arrive at your hotel. 
Take your hotel mobile
As you map out your digital marketing strategy consider that 63% of all cell phone users go online.  There fore, your website should be dynamic and responsive for an optimal mobile experience. With more consumers using mobile apps to look up travel deals, hotel locations, hotel amenities, the experience needs to be seamless.  Be realist in your expectations for the mobile aspect of your digital marketing strategy, as it provides the highest ROI when it is used as in concert with your website functionality and social media efforts.  
 
Connect with travelers on social networks
As technology continues to introduce new apps, travelers are using one or more social networking platform to during their search, shop and buy process. Therefore, it’s important that you pay close attention to trip advisor ratings and reviews, maintain an active presence on Facebook and Twitter. Similarly, get involved in review sites like Trip Advisor and Raveable, to stay abreast of what your previous, current and prospective guests are saying about your hotel. Photo sharing sites like Pinterest and Instagram  have resurrected the glossy travel brochure, providing you with yet another opportunity to charm your guest. Lastly, don’t forget email marketing: it is still the most widely tool used to share information and trip ideas. 
Cross promote 
Promote your hotel across multiple channels to ensure you get the most maximum exposure in front of travel shoppers. Large and small boutique hotels can benefit by signing up with one of the vanity sites lie, booking.com, tablethotels.com or SHEKNOWS.com, because this will consolidate your efforts, while creating opportunities for collaboration with businesses in the local area. 
  
 
Hotel Palomar on Pinterest

Final Thoughts
A successful digital marketing strategy must communicate your hotels brand, features, and amenities and overall experience to hotel guests using a combination of tools or an all-in-one hotel digital marketing management platform.  More importantly, regardless of which tools you choose, they must be flexible and prepare your hotel for the constantly change demand of digital marketing. 

ChangeU: for your independent study ...

Tnooz  http://www.tnooz.com/  a global provider of news, analysis, commentary, education, data and business services to the travel, tourism and hospitality industry.
Global Hospitality Insights: top thoughts for 2014.  http://goo.gl/0iQESq This report reveals key issues and trends we believe will be the primary areas of focus in the global hospitality industry in the upcoming year.