Marketing is essential to the growth of any business. Because the beauty industry is oversaturated, marketing allows you to stand out from your competitors and attract new clients to your salon. But if you don’t have experience in marketing, the idea of getting started is intimidating. However, a simple marketing plan doesn’t require extensive training in the field.
By definition, marketing is “the action of promoting and selling products or services…including advertising.” As a salon owner, you already work hard to get clients to purchase your services and products. Now, it’s time to take your beauty business to the next level with 13 salon marketing ideas you can implement to engage existing clients and find new ones.
1. Set up your Google Business Profile
Have you Googled, “salons near me” and been surprised that your own salon doesn’t appear? To show up as a search result, you need a Google Business Profile. It’s free to have this profile and increases your visibility on searches regarding local businesses. With a Google Business Profile, you’ll be able to respond to online reviews and attract potential clients looking to support salon businesses in their area.
2. Have an informative and appealing salon website
Whether a client finds your salon through a Google search, a social media ad or a friend’s recommendation, they’ll most likely end up on your website. Potential clients are not afraid to judge a business’s credibility by how their website looks. If your website is not visually appealing or lacks essential information, like your location, hours & contact information, you’re losing out on new customers.
You don’t need to be a coding expert to have a visually appealing website. You can design your own website with tools like Squarespace or Wix. If you have a Vagaro account, we offer a page builder feature that takes care of the basics while allowing you to customize the theme to fit your salon’s aesthetic.
If you don’t want a full website, Vagaro offers an excellent option that can still drive traffic to your business! When you sign up for Vagaro, you’ll get a FREE listing page that gives potential clients all the information they need to book services with you. You can add images to show off your salon’s vibe. The best part? Potential clients are able to quickly book from your Vagaro page!
3. Offer online booking
Part of the appeal of the Internet is how accessible everything is. When you give clients the option to book online, you increase the likelihood that they’ll book with you. They can make an appointment whenever it’s convenient for them. Instead of hopping on the phone and waiting, they can input their desired date and time and let your booking software do the work. Vagaro has an easy online booking system to streamline the booking experience.
4. Send a salon newsletter
Email marketing is an effective way to connect with existing clients and run salon promotions. By curating a newsletter, you can share updates with your loyal clients, offer styling tips & tricks and share exclusive offers with newsletter subscribers. A newsletter connects you with clients who you may not have seen in a while and will encourage them to return to your salon. At the very least, it will remind them that you’re around and ready to welcome them back.
5. Utilize social media
Social media is an excellent marketing tool because it’s free! However, you can choose paid options, such as Facebook Advertising, to increase your reach on social platforms. The best part about social media is how quickly you can connect with existing clients, which will entice potential clients to give you a try.
On social media, you can respond & interact with your loyal customers and highlight the fantastic work of your employees. An active social media presence appeals to new customers because they can get a feel for your business before ever walking through your doors. You’re more likely to attract new clients if you are engaged and have positive interactions on social media.
6. Solidify your branding
Before creating a marketing strategy, decide on your brand voice, logo and colors, among other things. Then, use your brand logo on gift cards, business cards and your website.
Want more brand visibility? Vagaro offers a Branded App, created by talented designers who work with you to create an app that best represents your beauty business. With a Branded App, clients can book online, buy products from your online store and manage their customer profiles, all while surrounded by your branding.
7. Run salon promotions
Seasonal promotions are a wonderful way to encourage new customers to try out your salon services and bring back familiar faces. It’s a clever idea to run these promotions at certain times in the year when you predict there will be a slump in traffic.
You can also run ongoing promotions, like a student or educator discount, to attract new clientele from specific groups to frequent your salon.
Establishing a loyalty program encourages customers to return to your business to earn points or rewards. For example, you could have a loyalty program that rewards customers who come back five times with a discounted product purchase of their choice.
8. Leverage keywords and hashtags
A little research can go a long way. When you’re creating social media posts, do some research to see which hashtags are most relevant to your salon services. Go for relevant hashtags. If you want to try and rank for SEO keywords for blogs or your website, research which keywords will drive the most traffic to your site. Continually create high-quality content to appeal to the algorithms that will determine whether you will be successful in your SEO efforts.
9. Ask for reviews
Think about the last time you decided to try a new pizza place or a new yoga studio. Did you read the reviews before making your decision? More than likely, you took some reviews into account. Potential clients are more likely to book with your salon if they see positive online reviews from existing clients.
Wondering how to get your customers to write a review? Just ask! A happy client is likely to leave a positive review. You may also consider incentivizing by offering a token of appreciation, like a small discount on a service.
If you do receive negative reviews, reply professionally and with grace. Potential clients will be more likely to trust you if you can admit your faults and work with an unhappy customer to find a solution instead of becoming accusatory or defensive.
10. Make your storefront aesthetically pleasing
While you shouldn’t judge a book by its cover, potential clients will judge your salon based on its outward appearance. Your storefront is the first thing your clients will see. It can also attract new clients who are walking by your location. The shop’s window should be clean. Remember: This is the face of your business.
11. Offer an Instagram-friendly space in your salon
Use your clients as marketing! Set up a space in your salon where clients can take pictures of their new haircut or nail art. Ask them to post on social media and tag your salon in the post. Once they tag you, respond and thank them for coming in.
12. Get feedback from clients
Curious if your customers are happy with the services they receive in your salon? Wondering if your salon is as welcoming & inviting as you think it is? Ask your clients to provide feedback! Following an appointment, send them a feedback form to provide their opinion on the service, space and overall experience of being in your salon. Vagaro makes it easy to create and send forms.
13. Train your staff on how to promote the salon
Your staff members can be your best brand ambassadors. Do you want them to focus on creating engaging social media posts? Decide how your employees can help and then train them on how to best represent the salon.
Incentivize your employees to promote your salon by offering small prizes to the employee who books the greatest number of new clients or sells the most product. Encourage them to write bios for your website so a potential client can get to know their stylist before meeting face-to-face. This helps promote themselves as a stylist and increases your credibility as a salon business.
Attract New Clients with Innovative Marketing
After reading this article, you now know 13 marketing methods to promote your salon. Don’t try to tackle every single point on this list at once; take your time and focus on building quality marketing materials that will generate leads and produce more revenue. If you want to learn how to create a marketing plan, download our DIY marketing guide. With social media being one of the most effective marketing tools, you may also consider our guide on how to create effective & engaging social media posts.
Some of the most effective marketing tools on this list are available through Vagaro, the all-in-one software solution for salons. With a FREE Marketplace where new customers can find you, and marketing tools to help you get seen & get paid, Vagaro has what you need to kickstart your strategy. Sign up for a FREE 30-day trial and discover how Vagaro makes business better!
The Power of “Why”: How One Gym Owner Seized His Dream
A Conversation with Nail Salon Manager Nina Le About Reopening
Vagaro is a cloud-based scheduling software commonly used by beauty, fitness, and wellness businesses to manage booking, credit card payments and processing, marketing, payroll, inventory management, reporting, and much more.