Speaking of marketing…

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In the last post, the idea of moving beyond traditional types of marketing was suggested. Now, let’s talk about advertising your spa or salon on the Internet.

While there are some personal care and aesthetics businesses that have moved into the online space using broad targeting with…

• banner placement
• pay-per-click promotions
• social media marketing
• newsletter advertising

…there are established web sites online that will help you reach multicultural clients effectively with less time investment. More client leads and faster?

It’s true. One such site is called BlackRefer.com. Touted as the biggest black web site directory, it is owned and operated by Woodi Holmes who started the site back in 2002. Here some insights on both the ‘Why’ and ‘How’ of spas and salons making the best use of niche online directories like his.

Question: Woodi, why did you decide to build a cultural community space online?

Woodi Holmes, BlackRefer.com: We believe in not only referring folks to the most popular black web sites, but also to the ones that major search engines may have omitted. We feel that BlackRefer.com fills a VOID for those seeking information about African American culture.

Many popular web sites on the Internet (perhaps not intentional) have omitted much valuable information about African American figures. But that does not mean BlackRefer.com is exclusive to African Americans, but it means we are the people’s web site and welcome all to share in the black experience.

In addition to cultural community news articles and an extensive directory, you offer several advertising  packages. What is your philosophy on balancing content with ads?

Woodi Holmes: Our main focus is to refer surfers to the web sites of their interest. There are two ways to advertise on BlackRefer.com: Google Adwords program or directly through [our] site. With both, we strive to blend the ads within the body of content so as not to confuse or annoy the surfer.

Do you see more consumers coming online in search of businesses that cater to their community? Why do you think that is?

Woodi Holmes: We strive to be the foremost destination for users seeking African American information, sort of like a black Google. We receive emails from folks seeking advice on different African American businesses.

— SIDEBAR —
Woodi mentioned that the beauty pages on BlackRefer.com have always been popular. In fact, the pages offering extensive lists on all things beauty…

• body and skincare
• cosmetics
• hair care
• nail care
• oils and lotions

…are visited more than any other. He chalks it up to the fact that almost two-thirds of his visitors are female.

High traffic beauty pages and a largely female audience? I had to ask Woodi about how this affects the salons and spa advertisers he has come across over the years.
— SIDEBAR —

Do you notice spas and salons advertising for branding or for selling specific products and services?

Woodi Holmes: Each advertiser has their own agenda for choosing to advertise, whether for branding or selling. What we provide to our potential advertising clients are stats on our monthly page views, demographics etc. If they decide that BlackRefer.com might suit their personal objectives, they purchase ad space.

What would you say to professionals who are unsure about spending money to advertise their local businesses on the Internet?

Woodi Holmes: You worked hard to accomplish your dream of starting your business, now you have to have faith in this wonderful dream of yours by advertising. Otherwise, how will the world know that your product even exists?

Couldn’t have said it better myself. Getting started with marketing your personal care business in a niche online directory that caters to multicultural visitors is easier than you think. Woodi even had some tips to share about how to quickly get started with online advertising…

1. Advertise on BlackRefer.com
2. Advertise with Google Adwords
3. Start linking with other quality web sites
4. Start an email campaign
5. Believe in your product

Still not convinced that online advertising can help you promote your service or move your products off the shelf? Stay tuned to hear about my own experience with BlackRefer.com directory advertising. You’ll be surprised at the traffic and the results!