So, you’ve decided to be your own boss, but clients don’t line up when the sign goes up! Marketing is a key component to being a business owner and generating a loyal client following.
Who is my customer?
Just like any business, you need to figure out which market your salon business falls into, so you can target your desired audience. You want to find your niche. For example, figure out if your haircare business is going to focus on treatments for men or women, cuts and color, barbering, and how much disposable income is available to each guest. Using this information, identify your price points, and use them to decide on the services and treatments you want to offer. This is more than just hoping for a certain type of guest.
- Consider your location: What are the demographics in your area? Are you meeting a specific group’s needs?
- Assess the competition: What are the businesses offering similar services? Stand out from the rest and target the demographic not being served.
- Analyze your offerings: Who do your products and services appeal to and what problems do they solve?
How Do I Market My Business?
There are so many ways to market your salon business today, including email, social media, websites, blogs, and the old standby—business cards. The key when starting your new business is to market your business economically while gaining the most impact. Let’s take a closer look into some of the ways you can market your business
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Word-of-Mouth Marketing
Naturally occurring word of mouth is where guests share their satisfaction with your brand. Word of mouth will always be the most valuable way to promote your salon business. The only actual investment is providing outstanding service so your guests will rave about you. Another way to create the buzz—develop a referral program.
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Business Cards
Business cards are an old standby, but for good reason. They’re inexpensive, and you can hand them out to everyone. Another idea is to turn your business card into a promotional tool by featuring a “gift for you” on the back (complimentary bang trim, etc.).
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Social Media
Use social media outlets like Facebook, Instagram, and YouTube to stay connected with guests. It’s a free platform that increases your exposure and only takes your time.
- Consider starting a Facebook group and invite your guests to join. When you post, they will be notified automatically, increasing your exposure.
- Use YouTube to post a tour of your salon or share techniques and trends. Guests will love to see what your business looks like before they arrive.
- Instagram is another great option for reaching potential guests by posting stories and photos to promote a salon event or a treatment special.
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Website
Many salon business owners simply set up a website to display their location, services, and a price list. While this is great information to have on your site, websites can offer so much more! You can start a blog, hold promotions, answer frequent questions, sell retail, share great news, promote special events, and more!
- Consider adding an online scheduler that allows your guests to schedule their appointments 24/7
- Ecommerce with drop shipping is a great way to increase sales and make money while you sleep
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Email/Newsletters
Whatever message you want to spread to your guests becomes quite easy when using email campaigns in coordination with your newsletter. Mailchimp and Constant Contact are two providers that offer drag and drop templates, which are amazingly easy to use.
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Cross Marketing
Refer your salon guest to an esthetician, nail tech, or massage therapist you trust. Build relationships with other professionals who have guests who would benefit from your services and vice versa.
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Community Involvement
Hold a grand opening or other similar event and invite guests to bring a friend with them. Sell gift cards, showcase your talent and the latest trends, retail, and knowledge. For local charity events and auctions, give a product gift basket or offer your services. Reach out to the chamber of commerce and look at their community calendar. Determine how your business can participate in their community events.