The competitive personal care business demands a complex strategy that incorporates various marketing channels. After all, in the era of Yelp reviews and Google My Business, you can't assume that consumers will just stroll in without knowing exactly which services you provide or how the end results may appear. Customers are more informed than ever before — and they're more likely to do their research beforehand if they hire your stylists.
The even better news? A well-planned marketing approach may provide you a leg up over your competition by providing the information customers want. While each marketing plan should be tailored to the salon's target audience and budget, certain solutions tend to pay off for most businesses in this industry.
Use these seven strategies to boost brand recognition and develop consumer loyalty.
Every salon should have its own website with basic information, such as address and opening hours. The ideal website for a beauty salon would be one that is SEO-friendly and optimized to reflect the major local searches that drive both online and physical traffic.
Local searches may be boosted by a number of methods. In large cities, salons might need to utilize hyperlocal marketing, which shifts the emphasis from an entire region or city to a certain neighborhood or even a few blocks.
Another important factor to consider: the growing popularity of voice search. Long-tail keywords, many of which are questions, are frequently used in queries via Siri and Alexa. Instead of asking for "Denver salon," people can ask "Alexa, where can I find a salon near me?" A list of top salons within a certain Denver area, such as the Golden Triangle, will appear next.
Voice-optimized keywords, on the other hand, may be difficult to incorporate because they often sound jarring when forced into normal writing. As a result, many organizations turn to FAQ sites. Within headers, question-based keywords are followed by a few short sentences that address the issue rather than emphasizing keywords.
Customers will not consider your salon serious until they've read hundreds of Yelp reviews, regardless of how attractive your website or social media accounts are. Although this top review site is most often associated with restaurants, it also allows consumers to voice their opinions on salons and other personal care companies. So make sure to claim your listing and manage your feedback.
Yelp has a large number of written evaluations, a star rating system, and user-uploaded photographs that its users appreciate. A picture is worth a thousand words; seeing the designs represented in Yelp photos allows customers to determine whether they want to visit your salon.
Given the current popularity of social proof, encouraging happy customers to write lengthy reviews is more essential than ever. Many prospects are ready to forgive a few negative comments, but few are willing to take a chance on salons that they cannot discover much about online.
Yelp reviews may be a pain, but Google My Business gives you some control over your salon's online reputation. Customers who aren't aware of this information will quickly scroll past it if it isn't included on your GMB page, so don't pass up the chance to amaze them.
As a bare minimum, you should make a point of including thorough information for your GMB listing. This might include things like contact information, operating hours, and appealing photographs of your business location. Don't forget to let search engine users know about any upcoming events or new product or service offers at your salon.
Google My Business may be a good organic search approach, but it will still take a long time and work to get enough traffic to your website or online listings. This should not be used as an excuse to avoid organic development, but it can help you maintain a consistent flow of visitors in the meantime.
A great alternative: Google Ads, which allows you to modify your salon's marketing strategy based on your online goals. This method is particularly advantageous for generating foot traffic to your salon, but it can also result in phone and internet appointments.
When consumers look for local services, they should see your company first. Optimized Google Ads may provide a quick boost in clientele or remind previous visitors of your presence.
Online reviews are a wonderful tool for gaining social proof, but word of mouth is still as effective as ever. Customers who are happy with their service will gladly show off their favorite styles to anyone interested in learning more about them.
Consider creating a referral program dedicated to just one or two providers. Such programs may be aided by rewards such as free or discounted items, as well as the chance to test out unique new services.
Attracting new salon clients has its advantages, but focusing on client loyalty has the greatest long-term return on investment. The more frequently visitors return, the less effort you'll have to put into finding new leads who may or may not follow through.
The most important thing in creating long-term salon consumers is excellent service, but a loyalty program may help you build and maintain strong relationships based on price and exclusivity. Customers can earn perks for visiting or buying services and products frequently.
Many salons utilize a punchcard-based approach, but several have found internet reward systems more successful. These might be paper cards that can be swiped during each visit or even smartphone apps. Mobile systems are beneficial since they allow you to keep track of your points while also allowing you to schedule appointments on the move.
A single social media account may be used to achieve a number of marketing goals that would otherwise need to be accomplished through several different strategies. For example, your Facebook page allows consumers to leave reviews while also providing comprehensive salon information, updates on your services, and links to blog postings or other relevant material. Furthermore, both organic and sponsored solutions can be incorporated into social media profiles. Before and after pictures on social media not only demonstrate how wonderful your work is, but they also show potential clients what you can provide for them.
Instagram is one of the greatest methods to develop a social media presence because of its visual appeal. You may emphasize happy clients by displaying before-and-after photos that show their improvement on your primary page. Influencers may also help you get the word out by coming into your shop and uploading photographs of their current and best hairdos.
Salons use Instagram to promote partnerships or sponsorships in creative photos and videos. Several NFL and NBA cheer and dance teams, for example, collaborate with local salons to make them ready for game day. Individual cheerleaders or dancers can post snapshots of their salon visits on Instagram Stories or tag their favorite salon in individual posts on their main page.
Consider making a presence on Pinterest or even TikTok if you're looking to expand your social media presence or attract consumers from certain demographics. The type of consumer you want to attract will determine the need for these platforms, but you may be surprised by how much attention they get.
There are many ways to promote your salon, but the most important thing is to focus on what works best for you and your business. Try out a few of these methods and see which ones produce the results you're looking for. With a little effort, you'll be able to bring in new clients and keep them coming back for more.
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