Beauty Salons is one of those businesses that need to be consistent in their marketing. You need to let your customers know why they should come to you and not other salons and where you are located. It is important to let your business be talked about and how your services are. Putting some time on marketing will help you achieve these goals. There are various marketing strategies that can be implemented in your beauty salons. If you’re a new salon or need to refresh your business, here is how you can start.
Set your Goals for the Year
Before choosing a strategy for your business, know your goals for the year. In order to set your goals for the year, it is important to review how much you achieved last year and how you want to improve those numbers. You should always measure your progress to know how much your business is achieving and what you should focus on.
Stephanie Mitchell explains tips on how to measure your salon’s progress even online.
Ways on how to measure your progress:
- Take note on the number of new clients and the overall total of clients coming per month.
- The total revenue achieved per month.
- Your retail sales number.
- The percentage of returning clients.
It is important to see if your marketing last year has been helping in improving your salon.
The following are ways to measure your online progress:
- The number of visitors in your website per month
- Are people reviewing your salon online, this is very important.
- Email addresses collected
- Views and clicks on your Google My Business Page.
- The number of bookings from your website/online booking app.
- How much you have been spending on online advertising and how much it has benefited your salon.
- Number of posts on social media, the average engagement, follower count and actions on your website.
Once you have reviewed your progress, you can then analyse what you can work on. Furthermore, you are able to identify your salons strengths and weaknesses. Once you have understood what your salon is lacking, you can build a strategy.
Rosie Ward has mentioned 5 Marketing strategies that you should take account:
- Brand Consistency
- Social Media
- Customer Marketing
- Word of Mouth
We are gonna explain each strategy in detail below.
- Be Consistent with your Brand
Your Beauty Salon should have a consistent brand and style that people can recognize online. You want that when people see the style of your brand, they will be familiar with what the salon stands for. Your branding shares the value and personality of the salon that attracts your targeted clients.
A helpful way to visualize your professional brand is by creating a branding board. Stephanie Mitchell gives tips on how to make a branding board here. A Branding Board is a chance to have a refresher of your brand and really identify what expresses your salon’s personality or you. You can take your inspiration on Pinterest where you can have an idea what your color palate be.
2. Creating a Website
It is important to build a website for your salon. This platform’s goal is to inspire your future clients to book an appointment and visit your salon.
It is important the your website includes the following:
- Make use of your branding board to visually appear on your website.
- Important to include your salon’s work in your website to attract clients. Make sure your photos are really clear and professional.
- Make sure your website is optimized by SEO.
- Include information about you, and express what your salon is all about in a small description in your website.
- Make a call to action and book an appointment button on the homepage of your website.
3. Social Media
Nowadays, everyone is on their phone and always gets updated online. Set up accounts on those social platforms and always be consistent on your posts. Your clients and future clients will go to Facebook or Instagram and see your latest work and the personality of your salon. People like to get inspired online with beauty looks and would go and check out these types of profiles online. High quality photos are really important in these social platforms and it’s a way to show what your team can do. Moreover, it is a great way to get new clients.
Ideas of what you can post on your social media:
- Before and after images of clients
- Photos how your Salon looks like
- Retail Products or your high quality products you use in your clients.
- Photos of your team, to really show your high quality team and the great teamwork. For example you can feature an employee per week.
- Promotions or Giveaways
- A Lovely Tutorial Video your clients can do at home.
A great way to be consistent on social media is to create a daily or weekly to-do list for your social media. Furthermore, you can use services such as Hootsuite that helps you with scheduling of your posts. This saves time for you to not to post them manually. Most importantly do not forget to use local hashtags in your socials. For example if your business is located in Dubai, you use a hashtag like #dubaihair #dubainails. With these hashtags you can easily be found online.
4. Customer Marketing
It is important to maintain your clients relationships. Marketing ‘s aim is not to only attract new clients but to consistently have your clients attraction to your salon maintained. Building a client relationship is a better way to give out your services.
To start building this relationship with your clients is getting their contact information. For example you can access this in your online booking system online or from client visits and on your website . This is how their information will be useful to build that customer relationship. Stay connected with your clients and get their information. Emails and SMS marketing are ways you can keep that connection with your clients.
Emails are a perfect way to keep your current clients to rebook an appointment at your salon. Emails are sometimes forgotten as a form of communication in marketing but these are always opened by people. In your emails, you can not only write about your sales but you can give updates, and write engaging and fun things about your salon. For example : Photos of your staff/ work, beauty ideas and tips and a little blog. This can make your clients feel special and want to come back.
You can use various email marketing tools, where you can customize your own brand template so that it can be attractive when your clients open their email. You can check out some email marketing services here.
SMS is another form where you can have a one on one conversation with your current clients. Everyone has their phone with them at all times nowadays so this is an easy way to get the message out there and there is a higher chance of them opening the message. It is a great way to update your clients when a promotion is launched at your salon. Jose Mathias explains how to get SMS marketing here.
5. Word of Mouth
Businesses and most importantly smaller businesses grow when they get recommended from their clients. Giving a client a great experience in your business can lead to a referral to a friend. This is an easy marketing tool that you do not really have to do work but just give the best experience to your client.
Online reviews are very important in marketing your Salon online. This is where people always check before visiting the salon. Google Reviews is the place that they mostly check out reviews. An important note that if you have received a bad review in your business,do not be afraid to reply to the comment and ask about their experience. This will give a positive perception of your business. Asking customers to leave reviews might be intimidating but you can ask them to leave reviews via email or message.
There are various ways on how you want to transform your salon business by marketing. It is important to analyze your business and know what you are able to do to improve that and reach your goals for the year. These strategies are easily done once you organize your plan.. It is important to be consistent with your strategies and you will see results.
Written By Izzabelle Ballouz – Digital Marketing Analyst at International Institute of Digital Marketing™