5 quick wins to grow your salon business
PR has been a part of what we do from the start, and it still is. But while PR remains important to tell your story, build your profile, gain credibility and trust, and earn a reputation, salons, barbershops and beauty outlets are facing more immediate challenges. Like generating money and paying bills for starters. Let’s face it, the majority of salons don’t have the luxury of investing in PR, and most that do have their limits in terms of how much they can invest. Then there’s time. PR is a long game, not a magic bullet. It can take years for the culmination of media articles, photoshoots, award entries and events etc. to have a measurable impact. In these difficult economic times, many salons don’t have the luxury of time, as they navigate the daily squeeze on their finances. So, what’s the answer?
Well first, if you do PR, or can do it….don’t stop! It does pay dividends in the long run. After investing in your skills, education and interior to create a unique experience for your team and clients, you deserve to be recognised. But when it comes to now, and generating much needed income, it’s time to zone in on marketing. Looking specifically online and at your socials, we’ve identified some all too common gaps that salons need to focus on. Not only will these accelerate results, they’re things that will make a difference to build awareness, attract clients and bookings, and improve your prospects for increasing incomes.
5 essential ways to market your salon to success
1. Value your website and make it work for you…
Your website is a window into everything you are and everything you do, so if you don’t value it yet, now’s the time to start! Your website is not just something that sits online to make you feel better… it’s your No.1 PR asset, marketing asset, promotions and sales asset, and an appointment generating hub!
Using your website and its features effectively reinforces your brand and image, tells your story, introduces your team and showcases your expertise and services. Plus, most websites have in-built marketing features, or support marketing integrations, so you can automate online appointment bookings, launch offers and promotions, build customer data for email campaigns and even sell products and services online. Plus you can use your blog to share your expertise and client experiences, showcase your team and services and put a spotlight on products etc.
Your website should be the engine of your salon business, so if yours is not fulfilling all of these roles or functions, it’s time to rethink it!
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2. Get potential clients to your website
When your website is right, the more customers and potential customers that visit it the better. More people are likely to discover your salon online than anywhere else. That’s one compelling reason for getting it right but it will benefit your salon more if you actively grow the number of relevant visitors. Unlike your salon, your website is open 24/7 and all evidence points to the fact that more clients now look for salons and book appointments outside of normal business hours. So let’s look at how to get them there…
Google Ads: People that work, commute, study or live in your area will Google for salons near them or search for the services they want. More salons are realising that Google Ads are delivering localised targeted advertising that’s driving potential customers to their website and salon. Google Ads are just about the most effective way to get clients to your website from where they can call, email or book an appointment, or buy products online.
Social media + social media marketing: Social media is great for building a community of fans and followers, positioning your salon and presenting your work, but, social platforms actively suppress your organic reach. On average, your content is served to around 10% of your following and engagement is typically 3%-5%. Social media should be used as a social environment to connect, inspire and educate but many salons use it as a marketing resource to sell appointments or fill gaps in their diary. Adding social marketing to your strategy allows you to focus your content on being social while social marketing does the selling bit.
It’s worth mentioning that both Google Ads and social marketing are a lot less than more conventional forms of marketing, such as print and online advertising, plus they’re more measurable too.
3. Get a Google Business Profile and work at it
If you haven’t got a Google Business profile, get one. And when you’ve got one…make sure it is fully updated and utilised. You can add images, details of your salon and services, and it should be used for reviews…so ask your clients to leave them. Plus it can link to your socials too. A Google Business profile generates calls, website visits and social traffic, so it’s a must have!
4. E-marketing - it’s very effective and inexpensive
Most websites will enable you to add client data for e-marketing and, if not, there are many e-marketing platforms, such as Mailchimp, that can be utilised. When people opt-in to receive marketing from you, open rates are usually quite high - in the 30%s. Personalised emails are effective so use them to communicate news, services, new treatments and products, introduce and profile team members, and for promotions, such as colour sales and seasonal campaigns like Mother’s Day, Father’s Day and Christmas etc.
The great thing is you can view the analytics to see how they’re performing and what they generate too.
5. Think and act like a marketer
You are hair and beauty experts but like all businesses, you need to sell what you do. Have you got a marketing calendar? Have you got a marketing plan and budget? If not you should have one. Make sure you have a schedule to join up all the marketing dots a round a central plan that you can launch and then evaluate to see what’s effective. For example, in May you might have a Colour Week event. This could include incentives to book appointments, goody bags or product bundles and bring-a-friend discounts etc.
Make sure this promotion is on your website and socials, do a blog and email campaign to customers, along with a social marketing and Google Ads campaign, and promote it in the salon with flyers and posters etc. You might also invite an influencer, media VIPs and top colour clients to really make it work. Then see how successful it was and apply your learning experience to the next campaign.
Having a marketing schedule focusses the mind, organises your activities and it helps you to learn and refine future campaigns.
Need help?
There are so many things hair salons, barbers and beauty businesses can do to build awareness, loyalty and sales. This is just a snippet of what’s possible. We hope you found this blog of interest and please feel free to reach out to us if you need expert help and guidance to build your business.
Call us on 01372 635 638 or contact us here