Spa Marketing Made Easy Podcast — SMME #462

Episode Title: How to Do Social Media for Your Spa (Even When You Hate It)
Host: Daniela Woerner, Licensed Aesthetician
Date: December 15, 2025

Episode Overview

In this episode, Daniela Woerner addresses a major headache for many spa professionals: social media overwhelm. She provides a detailed, actionable roadmap for spa owners who dread social media but recognize its power for business growth. From understanding your ideal client to batching evergreen content, leveraging AI, and employing the right tech stack, Daniela shows how to streamline your spa’s social media and make it work for you—even if you dislike the process.

Key Discussion Points & Insights

1. Why Social Media Feels Overwhelming for Spa Owners

• Consistency Problem:
  Social platforms reward regular posting, but spa owners juggle many responsibilities already. Creating daily content feels unrealistic.

  "When you're already managing a team, handling client concerns...and you want to add create engaging content to your daily to do list, that feels impossible." (04:07)

• Creative Drain & Decision Fatigue:
  Constantly thinking up new ideas leads to burnout and time wasted scrolling for inspiration.

  "There is such a thing as decision fatigue. And coming up with fresh ideas every single day can be exhausting." (06:00)
  "Then 20 minutes later, you're watching chicken videos. If you're me...I just lost an hour of my life and I didn't get anything done." (07:18)

• The Delegation Gap:
  Many spa owners don't make use of team members or technology—especially AI—to reduce their social content burden.

  "They're not delegating. And that is a really, really important thing, especially when it comes to social content." (05:09)

2. Shifting Your Mindset: Systems Beat Hustle

• Owners who “win” at social media aren’t glued to their phones; they leverage systems for batching, automation, and repurposing.
• Setting up evergreen systems means your marketing works for you—even on vacation.

3. Strategic Planning: Content Categories & Editorial Calendar

• First Step: Know your Ideal Client Avatar (ICA) in detail—who you serve, their desires, pain points, etc.

• Four Core Content Categories:

  1. Before & Afters/Testimonials — Credibility builders, build trust by showing real results.
  2. Educational Posts — Show expertise with tips, treatment explanations, product breakdowns, myth-busting, etc.
  3. Behind-the-Scenes/Brand Awareness — Humanize your business; introduce team, space, and culture.
  4. Promotional Posts — Revenue-driving; offers, memberships, events, and new product announcements.

  "The brand that does everything is the brand that does nothing. So when we can speak directly to our editorial calendar, that messaging is going to hit a lot more." (11:00)

4. Building Evergreen Content: The 12 x 4 System

• Create 12 Evergreen Posts per Category (48 Total):

  • Assign a week to batch each category if needed.
  • Example: If chemical peels are your bread-and-butter, focus all four categories around them.
  • Rotate these posts; they remain relevant and keep your feed full for months.

  "Those 48 pieces of content can cycle through your feed for months. That’s three months’ worth of content posting once a day." (21:53)

• Add New Evergreen Content Over Time:
  Just add new posts to the queue as new ideas/content emerge.

• Data Backing this Approach:

  • SocialBee research: Using evergreen categories can reduce content creation time by 73%.
  • Asana research: Structured content systems boost lead growth by 126% vs. random posting.

5. Essential Tools & Daniela’s Tech Stack

(34:22 and onward)

• SocialBee (Scheduler):

  • Lets you create/manage categories, auto-publishes from queues, directly respond to comments/messages across platforms.
  • Categories can be scheduled for different days (e.g., Before & Afters on Mondays/Fridays).
  • “Re-queue” feature recycles evergreen content.
  • "I can comment directly in the app. I can see on any one of my platforms ... all shows up there." (36:51)
  • Pricing starts at ~$29/month, 14-day free trial.

• AI Copywriting (ChatGPT, Claude, Sintra):

  • Claude is the favorite for social captions—best voice mimicry and project management.
  • Sintra: Helpful for SEO, prompt structures—used less often.
  • ChatGPT: Best for larger projects/block text like SOPs.
  • "For social, I really enjoy Claude the most. I feel like Claude is able to get our brand voice the most." (40:55)
  • Claude Pro ~$200/year—far cheaper than an outside copywriter.

• Canva Pro (Design & AI):

  • Magic Design: Generates post layouts from prompts.
  • Magic Edit/Grab/Background Remover: Easy image editing to maintain a cohesive branded look.
  • Magic Write: Generates headlines and captions.
  • Integrates directly with SocialBee for seamless scheduling.

• Nano Banana:
  AI-based stock photo creation/editing for spa imagery (e.g., changing background, lighting, ambiance).

• HeyGen:
  AI “avatar” video creation; great for camera-shy owners.

  • "You can create educational videos, promotional videos, you can make FAQ videos, you can do behind the scenes..." (48:10)
  • Supports 175+ languages/dialects.

• ManyChat:
  Automated DM campaigns for lead generation and appointment booking via Instagram/Facebook comments.

6. Daniela’s Step-By-Step System for Spa Social in a Few Hours (54:19 and onward)

• 1. Identify Goals & Audience
  • What do you want social to achieve? What does your ideal client need to see?
• 2. Define Your Categories
  • Stick to the 4 core or adjust as needed.
• 3. Block Time for Batch Creation
  • Put content creation on your calendar; treat it as a business task.
• 4. Write Captions in Batches Using AI
  • Use detailed prompts: specify ICA, products/services, brand voice, post structure, and emoji/style preferences.
  • Always refine—don’t settle for the AI’s first output.
  • "I hate dashes...I'm giving it these directions to make it really sound like the way that I would speak and engage authentically." (61:55)
• 5. Design Graphics in Canva
  • Create all images in a single document, label them for easy organization.
• 6. Load to Scheduler (SocialBee)
  • Assign posts to categories, schedule or queue for recycling.
• 7. Special Posts (ManyChat/Funnels)
  • Only schedule at specific times, manually connect funnel/post linkage as needed.
• 8. Batch Engagement Time
  • Schedule daily or weekly 15-minute sessions to respond to comments/messages directly in SocialBee.
  • "It's going to save your time. You can have 15 minutes that you can go in, you can respond, it can actually be you." (69:41)
• 9. Adjust and Add Over Time
  • Update evergreen queue with new posts as needed; continue layering time-sensitive content (e.g., holiday promos).

Notable Quotes & Memorable Moments

• On Prioritizing Systems:

  "The power of systems will give you the freedom to live the life you wanna live." (75:01)

• Battling Perfectionism:

  "Perfection is the enemy of progress. Your first batch doesn't have to be perfect, it just has to exist." (77:38)

• On Evergreen Cycling:

  "People are not going to remember what you posted three months ago, let alone...see it." (28:20)

• Getting Help from Tech:

  "If you think about what would it cost you to have a copywriter, not $200 a year. And so that's really, really helpful." (44:03)

• Why Human Touch Still Matters:

  "You can have 15 minutes that you can go in, you can respond, it can actually be you, right? Which I think is really important." (69:41)

Timestamps for Key Segments

| Segment | Timestamp | |-----------------------------------------------------------------|------------| | Opening & Identifying Social Media Overwhelm | 00:03–07:18| | Benefits of Systems & The Power of Evergreen Content | 08:30–11:39| | 4 Key Content Categories Explained | 11:40–18:44| | Building the 12x4 Evergreen Content System | 21:00–28:25| | Data/Research Backing This System | 28:58–31:12| | Daniela's Tech Stack/Tools Walkthrough | 34:22–54:18| | Step-by-step Content Creation Process & Workflow | 54:19–75:57| | Batching Engagement Time & Final Advice | 69:20–77:45| | Final Motivation: Let Systems Set You Free | 75:01–end |

Actionable Steps Recap

1. Define your ideal client and your core four content categories.
2. Batch create 12 evergreen posts in each category (total 48).
3. Leverage AI (Claude, ChatGPT) for captions and Canva for visuals.
4. Automate posting in SocialBee, layered with real-time content.
5. Batch engagement sessions for minimal time sink and maximum impact.
6. Continue to update/add to your evergreen queue and adapt categories as your needs change.

Takeaway

Social media does not have to be a dreaded daily grind. With the right frameworks, tools, and batching strategies, your spa’s social presence can grow client bookings while barely intruding on your schedule or your peace of mind.

If you're a busy spa owner who hates social media, this episode is the permission slip and tactical solution you need: let automation and systems do the heavy lifting—so you can get back to running your business and living your life.