When Jeanna Corley came to Massage Envy as Vice President of Consumer Marketing, the spa chain was already working with Yext, but the digital marketing strategy was siloed by region. "Each region managed their own information for their locations," says Corley. "The website was hosted externally. It was a very manual process, every location page was updated one by one. We were already working to bring the website in house. I knew at that point there was no way we would be able to manage it the same way it had been built originally."
"At the same time, we had another challenge. It was very difficult to get information about any other locations and provide answers to customer questions about our brand. Business facts like operating hours and services provided existed in different systems and weren't always consistent or correct on third-party listings. So there was no real reliable source to know what services our franchisees were offering."
A third challenge was review response. At the time, the majority of Massage Envy's customer reviews on sites like Yelp, Google My Business, and others were going unanswered. Reviews were increasing in volume and visibility, and "their importance is just skyrocketing," explains Corley. "We wanted to leverage that peak and we hadn't been able to do it."
"Our customer journey begins with television ads and word-of-mouth, which is key for awareness for us," she says. "Then we see customers signal intent in the digital realm, where reviews play a big role. We monitor clicks, and we definitely see our customers engage heavily off our website, directly on listings like Google, as they gather information and learn about us. We are increasingly targeted in our marketing to an audience mix, based on our own insights, which has lead us to some really effective strategies to drive customers through that digital channel."