This article was updated on February 2, 2022
A flattering hairstyle can not only be a confidence booster, but it also has the power to change someone's life. This is part of the reason why a majority of people select their stylists with extreme care. As a salon owner, you want to use just as much care to attract and secure these clients, and to do that, you can use the power of local marketing. If you were closed due to COVID-19 this past year and are trying to adapt to the changes in business, now is the perfect opportunity to ramp up your salon marketing initiatives to attract more customers.
In this article, you'll find actionable strategies for advertising salon services to help you effectively make use of the tools and resources readily available as you reopen your storefront. If you need new hair salon marketing ideas, read on.
#1 Engage with your community on Nextdoor
As a small local business, you must become familiar with and engage with the demographic that surrounds you. One of the best marketing tools you can use to your favor as a salon owner is interacting with your target audience. Interacting with prospective new salon clients as well as current customers will not only raise brand awareness but can also establish a sense of trust for your beauty business within the beauty industry.
Consider this: A whopping 80% of disposable income in the United States is spent within 20 miles of home. And people often trust the suggestions of former clients, especially when the suggestion comes from someone they know.
To take advantage of this word-of-mouth marketing and start integrating your beauty business into the community, consider Nextdoor.
Nextdoor is the neighborhood app. From local landscaping services to real estate agents to lawyers, Nextdoor allows neighbors to ask for and provide recommendations to fellow community members. Rather than taking the word of a complete stranger, a potential customer or a prospective client can be reassured that the suggestions are coming from real people in their very own community.
Further, sometimes a good deal or discount is all it takes to get someone to try a new business. Consider running a Nextdoor Ad to entice your nearby neighbors to visit and try out your salon service.
If you are looking to promote your salon business, Nextdoor is a great place to start.
How to get started with Nextdoor
If you want to advertise your local business for free, turn to Nextdoor. It's easy to get started with this effective salon marketing idea. Here's how:
- Sign up and claim your free Business Page here.
- Provide your business and contact information.
- Verify your business.
By following those three simple steps, both previous and current clients can leave Nextdoor recommendations on your page, increasing your visibility in the neighborhood.
Seven out of ten consumers confirmed that they trust reviews and online recommendations equally as much as if a friend gave the recommendation. So, if you get one recommendation from an existing client in your community, you could quickly get more. Furthermore, businesses with at least one recommendation will show up higher on Nextdoor's search results when members are looking for a hairstylist or a salon service nearby. Hair salon marketing has truly never been easier than with Nextdoor.
#2 Use local SEO
Over 70% percent of the potential customers looking for a service or a product will first check online before entering an actual store. In order for your salon business to be available as a search result, you need to make sure you have a website. This is one of the best advertising ideas for your small business.
And considering that 83% of searches are executed via Google, having your listing on Google My Business (GMB) is crucial. When clients type in 'salons near me' or 'best salons nearby,' you want your hair salon business to be one of the top results. To shape your online presence, be sure to claim or add your GMB listing.
Hint: On Nextdoor, you don't need to add 'near me' on your salon Business Page. When a neighbor is searching for a business, only local searches will appear and will be ranked by how highly they are recommended by neighbors.
A few suggestions to perfect your local search engine optimization (SEO) rank:
- Regularly update your business profile on every platform
- Ensure your contact information is accurate.
- Maintain a user-friendly website.
#3 Be active on social media
Social media is an entity that's here to stay, and it's the perfect platform for salon promotions and salon advertising. If COVID-19 has impacted your regular business operations, share on your social media platform the precautions you're taking to keep everyone safe.
Craft your profile to market your business. Your salon's Instagram, for example, can serve as a portfolio of your hairstylists' best work. This provides credibility for the potential client who lands on your page.
If you need hair salon marketing ideas for Instagram, get a head start with these tips:
- Be photo-ready - Build an Instagrammable backdrop in your hair salon business. Clients can show off their balayage and more at the photo op. When they post it, they can tag your salon or tag the stylist to let their friends know where to go.
- Snap a before and after - Everybody loves a transformation. Take a photo (or a video) to display the dimension of your client's hair before and after the service to demonstrate the quality of your hairstylists' work.
- Local influencer marketing - In exchange for providing prominent local influencer hair services, you can receive additional publicity through their social media and by posting about their experience on yours.
- Don't lag on the #hashtags - Hashtags are how Instagram users search. The more relevant the keywords are that you attach to your posts, the more results your business will show up in.
Other social media can also help boost your presence. however, with Instagram's platform built on photos, this is the medium to optimize.
#4 Allow online appointments
With more than 35% of consumers preferring to book appointments online, your salon website needs to be offering this convenience. While it may take some website updating and even hiring a website designer, this type of amenity will be greatly appreciated by your return customers. There are also appointment booking tools, like Genbook and Square, that make booking an appointment fast and painless.
By creating an easy-to-use salon website, you'll be able to keep clients informed while also working on your local digital marketing efforts. This addition would also cut down on time spent on administrative duties. Streamline the process on both ends by automating your appointment system through your salon website.
#5 Offer a Loyalty Program
Establishing a reward system is a great salon marketing strategy to keep people coming back for more. Consider offering one of the following:
- Punch cards - For every 10th or 11th visit, give your clients a discount or free service (e.g., trim, blowout, or add-on treatment). This will encourage them to return, allowing you to further your personal relationship. As a result, this may lead to reviews and referrals.
- Referral program - Word-of-mouth, as discussed earlier, can be essential to salon marketing. Incentivize clients by offering them a discount off their next visit, a free retail product, or a free add-on hair treatment in exchange for bringing in a referral.
Customer loyalty is the key to success for many local businesses. It can truly be as easy as getting to know your clients, especially in the beauty salon industry. According to a 2017 study, 60% of the salon businesses surveyed agreed that developing good customer relationships is the most critical factor in driving customer loyalty. Try to keep the conversation flowing, offer them a refreshment, or a magazine for some light reading. Quality customer service is an important factor in improving customer loyalty.
#6 Send Out a Newsletter
If you collect emails through an online reservation system or loyalty program, ask if clients would like to opt-in to your salon's newsletter or digital communication. In these emails you can send out:
- Styling tips
- Product recommendations
- Contest/giveaway information
Email marketing is just another part of building a lasting relationship with your community of clients and compelling their continued business.
NOTE: While emails are great, be mindful about the number of communications you send. Overloading your clients' inboxes can have a negative effect.
#7 Extend promotions
Many clients view going to the salon as a treat. So, what better way to bring them in than by offering a deal they can't refuse?
Here are some standard salon promotions you can offer:
- Birthday deal - Allow clients to celebrate their special day and encourage them to treat themselves. You can gift the birthday person a discount, free add-on service, or even a blowout.
- Monthly special - Each month, your salon can discount one specific service. It may draw in clients seeking that service, as well as anybody who may have been curious about it.
- New client discount - Any first-time visitors may receive an exclusive deal. For instance, a new customer gets to receive a percentage or dollar amount discounted from their tab.
- Special occasion promotion - Draw in clients by catering to special holidays or events, such as Mother's Day, New Year, weddings, or proms! A discount or buy-one-get-one offer can encourage clients to come in for a personal treat.
Don't forget to share your offers on social media or in your newsletters. Nextdoor Ads is another great way to promote sales and promotions. By tying all your communication platforms together, you can increase your reach and better influence your local community.
#8 Partner with other small businesses
What better way to support small businesses than by combining forces? By connecting with nearby establishments, you can build both of your customer bases. Create a combination offer, like partnering with another nail salon or beauty salon or massage beauty parlor for an ultimate spa day.
Or, you could reach out to local newspapers. A feature in a local publication can:
Besides a simple feature, you can publish coupons or even act as a beauty expert for the publication. Certain articles occasionally desire the input of beauty professionals (e.g., trends, proper techniques, product recommendations). By collaborating with local news in this manner, you promote your business and also further establish yourself as reputable in the industry.
#9 Manage online reviews
Consumers check reviews before picking a business. That applies to restaurants, retail stores, and yes, salons. It's vital to have reviews to indicate that you have had customers. Having no reviews can be considered as equally unreliable as having subpar reviews.
It's also important to manage your reviews. Considering that 65% of consumers have cut ties with a brand over one poor experience, focus on responding positively to every review. Even if a client is dissatisfied with a service, providing a quick, professional, and friendly response to a bad public review can save your business. By responding to a negative review with an apology and offering to resolve any issue, you can ensure a return visit and demonstrate exceptional customer service to prospective clients.
Hair Care is Customer Care
As a beauty industry professional, you know that each client requires a personalized hair care experience. The same goes for your marketing strategy. If you treat each of the above ideas with the quality care you treat your salon clients, you'll see a boost in clientele in no time.
Susie Gede, owner, and co-founder of BIBO Salon in Oakland, California, knows that marketing starts with taking care of her clients:
"We want to make sure that when clients get their hair done at BIBO Salon, it's an experience, and not just something to cross off their to-do list. From the moment that they walk into the salon, they are being accommodated. We take their coat and offer complimentary tea, coffee, or champagne. We'll fill up their parking meter if it's about to run out so they don't have to interrupt their experience. We want to provide our clients an opportunity to relax and feel pampered."
Market your salon business with ease
To be adequately prepared to promote your business, try to plan your salon advertising (including social media posts and special discounts) at least one month in advance. That way, you have plenty of breathing room to keep your salon marketing idea consistent should a busy week suddenly catch you off guard. By upping your marketing initiatives, reaching out to your neighbors, and supporting your community, you'll be able to create a thriving business.
Claim your free Business Page to get started on Nextdoor. For resources on how to use Nextdoor to stay connected with your local customers, pertinent news affecting businesses, and more, follow us at @nextdoorbusiness on Facebook.