Marketing is a crucial part of any business’ success. Billionaire and Mavericks owner Mark Cuban said it best: “No sales. No company.”
As you can imagine, salons are no exception to this principle. In order to thrive, you need customers. On top of that, you need the right customers. You need the ones willing to pay whatever it is you charge for your services. And you need the ones who will remain loyal and recommend you to their friends. To accomplish this, you need a fresh and strategy that might include some of the following ideas.
1. Maximize your social media presence
For a salon and many other businesses, social media is the best advertising outlet available. And the best part about it is that it’s (mostly) free. There’s lots of information online about developing a good strategy, but it doesn’t have to be complicated to work. In the beginning, focus on one channel, such as Facebook, and post to it regularly. You can also use social media ads to promote posts that are ding especially well. These are easy to use and quite inexpensive.
2. Take before and after photos.
This might seem like a given, but you’d be surprised at how many salon owners fail to capitalize on this advertising technique. There are several ways you can do this. Of course, snapping a quick pic with your smartphone will work, but taking more professional shots will enhance your salon’s image.
In the opening weeks of your salon, you might consider setting up a photo booth and getting a member of your staff to operate it. This can be a lot of fun for your customers as well as giving you some great before and afters. It doesn’t have to be expensive. You can even use a camera lens rental service to rent a great lens for an affordable price. You can then use these photos for advertising on social media, business cards, or brochures.
3. Host regular contests.
Hosting contests is a great way to get new customers into your business. You can host product giveaways for the customer with the most referrals or host a drawing for new followers on social media. The winners might get anything from free products to discounts on your services. Many new businesses feel they can’t afford to give anything away in the beginning, but the customers and the added revenue they bring in are almost always worth it.
4. Use only quality equipment.
You might not think of this as a marketing tactic, but high-end clients absolutely pay attention to the details. For example, if you showcase beautiful cabinetry but skimp on a salon shampoo chair, your clients will absolutely notice. High-quality salon chairs will recline smoothly, have a comfortable headrest, and possibly an adjustable back. They’ll make your clients feel luxurious and make them want to come back for more.
Carry this policy throughout the entire salon. Hire someone for upkeep when necessary, but always make sure the wall paint looks fresh and your equipment works properly. Keep in mind that lower-quality equipment will also wear more quickly, giving your beauty salon a rundown look no business owner wants.
5. Treat your clients like royalty.
Word of mouth advertising is still the most effective. We, as consumers, are hooked on reviews and customer testimonials. Of course, that’s for good reason. The best indicator of good service is the testimonies of previous customers.
That being said, treating your customers like royalty will win you rave reviews. Create an experience for your clients that they’ll want to relive again and again. That might include offering wine with their pedicures or complimentary shoulder massages while they wait. Also, make it a point to learn your clients’ names early on and teach your front desk staff to do the same. Making someone feel important and remembered is all part of the experience.