The beauty industry is booming. It’s a business that continues to evolve and encompasses everything from hair salons to nail technicians, medically trained aesthetic clinicians… and everything in between.
In such a growing industry, it can be hard to stand out from the crowd. How can you convince customers to choose your beauty salon over a rival? The answer all comes down to your marketing.
Implement a strong marketing strategy and you’ll start to see direct results as you attract new clients to your salon. So, what marketing techniques should you be utilising?
Perfect Your Online Profile
In today’s digital age, perfecting your online profile is essential. With more people than ever before turning to the internet for recommendations and advice, you need to ensure that your online presence is spot on.
The first thing to think about is your website. You should view your website as the online shop front for your salon. It’s a one-stop-shop for everything you want potential customers to know.
Make sure the brand that runs through your in-person salon (e.g. colour schemes and decor themes) is present across your website too. Think carefully about what information users will be looking for: everything from your services and price lists to the location of your salon and the training and credentials of your team.
You can also take advantage of Google My Business to help ensure you’re targeting local users who may be interested in visiting your salon. Your Google My Business page hosts key information about your business such as location, contact information, opening hours and customer reviews. Making this a focus of your local SEO strategy is a great way to target local searchers.
Another key aspect to building an online profile to attract new customers is, of course, social media. There are various social media platforms you can choose from to help promote your beauty salon; often platforms such as Instagram, Facebook and YouTube work best for this industry.
Creating content for social media helps to position the expertise of your beauty salon team as the very best. Use images to depict real-life work examples and “before and after” transformations.
Social media is also a great place to share top tips and advice related to the treatments that you offer at your beauty salon. By sharing industry experience you’ll position yourself as experts, allowing potential customers to see the talent of your team which will help to convince them to make a booking.
Building up an engaged social media audience by creating and publishing regular content is a great way to build your online presence, so that when a potential customer searches for you online, they can see that you’re an established and reputable business.
Provide an Incentive
Sometimes, the best way to convince new customers to make a booking at your beauty salon is a little bit of ‘bribery’ – or, what we prefer to call an incentive.
Offering incentives is a tried and tested sales tactic and works particularly well in the beauty industry. You could offer new customers a special introductory discount for their first treatment or consider setting up a loyalty scheme that will result in discounts after a certain amount of appointments.
If you do decide to offer incentives to new customers, then make sure you share them on your website and social media. You can even set up a unique booking link or discount code to quote when making a booking in order for you to track how many new clients your incentive attracted.
Leverage Your Existing Clients
Your current client base can often be a great source for attracting new customers to your beauty salon.
A key to convincing customers to choose you as their beauty salon of choice is having good reviews. When it comes to beauty treatments, whether it’s a new haircut or a makeup look for a special occasion, almost everyone is going to want to see some reviews of your previous work before they commit.
Asking your current clients to leave a review, either on your website, your Google My Business Page or via social media, such as a Facebook review, can go a long way to helping to attract new business.
Refer a friend schemes are also a great way of leveraging your existing customers to help attract new clients to your beauty salon. Email marketing is a great way to target your clients, offer them the chance to sign up to your newsletter and include a special refer-a-friend discount code for them to use.
How Social Chameleon can help
Here at Social Chameleon, we’ve been helping businesses of all sizes, including beauty salons, to attract new clients through their digital marketing strategies.
Our expert team knows everything there is to know about digital marketing, covering everything from website content and SEO to social media strategy and email marketing campaigns. If you want to use your marketing to attract a new client base then we can help.