Establishing a strong salon online reputation and presence is non-negotiable to compete in today’s beauty marketplace. But standing out on the Internet with so much competition for customer attention requires effort and strategy. Read on to discover the four essential components of successful salon online marketing and how to do it consistently to build your salon’s online reputation.
Why Market Your Salon Online?
Today, everyone’s hanging out online, exploring, connecting, and seeking similar experiences. When you weave your salon’s story through social media, a warm-embracing website, and delightful posts, you’re not just showing up – you’re creating a space where folks can virtually step into your salon experience and feel right at home.
It’s not just about finding new clients; it’s about nurturing a family of regulars who share your journey and spread the word.
Use Your Salon’s Online Presence To Build Trust
Using the Internet to establish your salon as “best in show” is vital. There are 1,394,483 Hair & Nail Salons businesses in the US as of 2023, an increase of 2.7% from 2022. That’s why beauty businesses must prioritize building a credible online presence. To attract and retain your dream clients, you must establish trust through the content you create, the brand you display, and how other customers talk about your salon online.
Establish a Credible Online Presence
Setting up a website is the first step to building a credible online presence. Your website is your virtual storefront and the foundation of your online presence. In other words, it’s the book cover by which potential customers will judge your business. That means you need to focus on the following:
Building a website that’s easy to use, aesthetically pleasing, and works equally well on both desktop and mobile devices will lend your business credibility in spades. You’ll also want to focus on your brand. Your brand is who you are and what you represent. A brand communicates its values and message through elements such as logo, color scheme, and copy tone. The strength of your brand lends itself to online credibility because people are more likely to trust what they know and understand.
Keep Your Salon Listings Updated
Listings management is yet another way to build online credibility. Directories and platforms like Google My Business and Yelp are trusted online entities. Ensuring your business is listed will reassure potential customers that your business is legitimate. It doesn’t hurt that listing your business across these platforms will improve your local search presence and make it easier for potential customers to find you!
Generate Leads – Attracting Salon Customers
Once you’ve built the foundation of your presence, it’s time to attract customers. You can generate leads online if you know what you’re doing. I recommend starting with social media.
Your brand is not just about your logo, colors, and fonts.
Salon Social Media
Social media has incredible connective potential and is not just for individuals. Creating a social media profile for your business is an easy way for you to engage directly with your target audience. Do this by posting relevant, valuable content and participating in the comments section of each post.
You can gain followers by following and commenting on the content of the profiles that fit your customer demographic. As your follower count grows, make sure to post and comment every day.
You can also engage in the comment section of big influencer accounts that your customers follow for hair inspiration. You will gain followers who like your point of view. You can then continue to engage in the DMs to send them a special first-time discount for booking with you.
Done-For-You Social Media
Don’t have the time, energy, or expertise to run your salon’s social media channels? Let us do it for you! Find out how we automate, manage, and scale your salon customers’ social media.
Digital Ads To Get Salon Exposure Online
Digital ads are another great way to invest in your business. Paying for exposure can get your business in front of eyes that otherwise may never find you. Advertise on credible platforms where your demographic hangs out online – Google Ads, Facebook, Instagram, and LinkedIn are all good places to start. Design your ads to be as eye-catching as possible. Publicizing holiday offers or hot deals can lead to higher conversion rates.
Convert Leads to Sales – Driving Customer Action
Once you’ve caught the eye of potential clients, it’s time to convert those leads into paying customers. To achieve this, you must make the journey from initial interest to final purchase seamless. First things first: make sure the call to action on your website is immediately identifiable. A call to action is a button, banner, or link on a website that ferries customers to action (usually, buying/booking is that action). The design can be sleek, minimal, loud, and colorful – whatever fits your brand. The important thing is that customers can locate it easily.
Once the call to action lands your customers on the booking or purchase page, the next steps should be as simple and few as possible. With so much to do on the Internet, attention spans are short. Complicated booking systems or e-commerce platforms are at risk of losing customers mid-purchase. If a customer does fail to complete a purchase, look into sending notifications via email or another medium reminding them to complete their purchase.
Retention & Loyalty – Building Repeat Business
Growth is the goal of all healthy salon businesses, but there’s no growth without repeat customers! The end goal here is not simply to sell a product or service to a new customer. The end goal is to get that customer back for more. Besides the obvious (providing top-notch products and services), there are several ways to enhance customer retention and loyalty.
Staying Connected To Your Salon Customers
The best way to do this is via email. Email marketing will keep your brand top of mind and encourage repeat purchases. To get people to open your emails, give them something they want. Special offers and personalized recommendations will excite customers about your business and make them more likely to return.
People are much more likely to return to your services if you give them an extra incentive to do so.
Set Up A Membership/Loyalty Program
Implementing loyalty programs rewards customers for their repeat business and makes them feel like members of a special club. Offer discounts, points-based systems, and exclusive perks for loyal customers. This can be managed through your website, making it seamless for you and your customers.
Successful online marketing can be intimidating, but these four essential components are a great place to start. Your business can thrive in the digital landscape by establishing a credible presence, generating and converting leads, and fostering customer loyalty. Simply harness the power of online marketing, and you’ll unlock the potential for exponential growth.