In any business, an effective marketing strategy is crucial for success. This is especially true for the beauty industry, which has become increasingly competitive.
As an entrepreneur with more than a decade of experience, I have collaborated with many salon owners. I know their struggles with not only mapping out their marketing plan but carrying it out.
While building a marketing plan can seem daunting, I am going to share some suggestions and best practices to help you get started. Here are six proven salon marketing strategies to attract and retain clients.
6 Salon Marketing Strategies to Attract and Retain Clients
1. Build a Strong Website Presence
Over 76% of people say they prefer booking appointments online. The first step is making sure you have a website, since it is essentially your digital storefront. Create a website that showcases your services, pricing, team, and contact information. It should be easy for potential clients to land on your home page and know exactly what you do and how to book with you. Also, making sure your website is mobile friendly is very important, since many people will find you while browsing on their phones.
But a good website is so much more than just a first impression. It’s like an online salon receptionist that works 24/7 for you (without complaining about the hours).
When I was developing website content for a salon in Southern Georgia, the priority was gorgeous images of the space, displaying the vibe they had created. I wanted to create an experience that felt like website visitors were walking in the front doors of the salon itself.
The photos and bios of the hair artists needed to invite new clients to want to book with them: Clear and concise in what each stylist’s specialty was, but also personalizing it to create feelings of trust and connection. Your website should balance important information and showcase your brand personality.
2. Search Optimization Through Google My Business
Google My Business is a must for local businesses. Optimizing your profile enables you to improve your search engine ranking, which makes it easier for potential clients to find your salon when searching for services like haircuts, coloring, or styling.
Some best practices for setting up your Google My Business profile include listing accurate business information (your hours of operations, services, etc.), high-quality photos, and positive customer reviews. You can also use your listing to post updates about promotions, events, or new services. The key is keeping your customers engaged and informed.
3. Implement a Social Media Strategy
Your salon social media strategy should revolve around showcasing your expertise and building a loyal following. Share visually appealing content, such as before-and-after photos, hairstyle tutorials, and behind-the-scenes glimpses to build trust and brand awareness. Keep your audience engaged through relevant hashtags, contests, and timely promotions. Remember, consistency is key, so create a regular posting schedule and track your analytics to refine your approach!
One of my favorite tactics is using brand representatives or beauty influencers to expand your reach. In my experience, nothing is better than a positive review from someone who has already built trust in their following. Word of mouth will always be the most effective way to attract more customers.
4.Employ Email & SMS Marketing
Email and text are powerful marketing channels to include in your salon marketing strategy. Send personalized messages to your clients, such as appointment reminders, promotional offers, and newsletters with hair and beauty tips.
Email marketing is also a cost-effective way to reach a large audience and keep clients engaged. Through email marketing, your salon can build stronger relationships with your clients, increase brand loyalty, and drive more revenue. Additionally, SMS marketing has the advantage of being a quick and easy method to add a touchpoint to your outreach.
Imagine you have a client who is due for a root touch-up. Your system tells you it’s been a bit since that client has scheduled highlights. You send an appointment scheduling reminder via text with a link to book.
5. Utilize Direct Mail in Your Strategy
Direct mail offers a unique opportunity for salons to connect with their target audience in a tangible and personalized way.
The average person sees around 10,000 digital ads per day. In other words, digital outreach can easily end up overlooked or deleted – while direct mail offers an opportunity to stand out. You can capture your current and potential client’s attention and make a lasting impression with personalized mail pieces and a clear and concise CTA – such as a QR code leading them straight to booking.
Many of the salon owners I have collaborated with leverage direct mail to promote special offers, introduce new services, or simply remind clients of their presence. They include high-quality visuals, exciting news or deals, and a QR code or PURL to book appointments.
In addition, data can be used to enhance the personalization of the mail piece; by attempting to reach a certain demographic (certain age groups or high-income households, for example), or finding new movers who may be looking for a salon.
When used in a strategic, omnichannel marketing campaign – direct mail can be extremely effective in driving foot traffic to your salon and helping to generate new business.
6. Offer an Exceptional Client Experience
From my 20+ years’ experience in the service industry, I know first-hand that client experience is such a huge (if not the biggest) part of the overall success of your marketing plan. It ultimately ties back into every other part of your marketing strategy.
If your client has a great time at their appointment and leaves happy – they tell their friends and family, they write positive reviews on your site or listings, they share your social pages, interact with your posts, and keep coming back for more.
To incentivize referrals and foster loyalty, consider implementing a referral program. Offer rewards to both the referring client and the new client, such as discounts, free products, or exclusive perks. This will not only attract new customers but also strengthen your existing client relationships.
By prioritizing your client experience, you can differentiate your salon from the rest, attract new customers, and cultivate a reputation for excellence.
Conclusion
In the beauty industry, customer expectations are high, and competition is fierce. Your salon marketing strategy is an absolute necessity to driving business through your doors and bringing success to your brand. By implementing a well-defined salon marketing strategy, your salon can effectively reach your target audience, build brand awareness, and drive revenue.
For more information and ideas for your direct mail and digital campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
