Salons are busy places. Finding time to think about marketing often isn’t easy – especially if you’re working with a smaller team. Besides working on the floor as stylists, you’re also balancing everything else, from managing product stock, to watching your finances, to just making sure things are kept clean.
With that said, it’s not too shocking that marketing can take a back seat, especially when there isn’t one person who’s dedicated to it. But that doesn’t mean it’s not important – or that it can’t be done quickly.
We spoke to two salon marketing experts – Amir Jirbandey, our very own B2B Marketing Director at Treatwell, and Ian Broderick, Director at CV Hair & Beauty with decades of experience running thriving salons – to find out how small salons can start promoting themselves right now, without costing the earth.
Get on social media
Social media is a natural fit for salons, especially Instagram and Facebook. It allows you to build up an engaged community and share your work, your stellar reviews, and what makes your business unique.
Setting up Business Pages is quick and easy, and doesn’t require any technical experience. It’s a really powerful tool that doesn’t have to take forever to make use of – and it can take you way further than you might expect.
After setting up your accounts, there are plenty of ways to speed up the process of actually using them. Buffer is a social media management tool which will greatly help reduce the amount of time needed to manage your social media accounts.
You might be worried about losing too much money by discounting, but as long as you plan properly, that shouldn’t be a problem. At the end of the day, any filled chair is better than nothing.
Amir Jirbandey
How to grow your salon with social media
For more on getting started with (and getting the most out of) social media, check out our free, in-depth guide.
Be smart with promos
This one’s no secret. All customers love getting a good deal. Promos and special offers can be a great way to generate instant interest in your salon by hooking into trends or cultural moments – then convert those new clients into regulars with your outstanding service.
And, they’ll go even further if you use them tactically.
The power of running promotions and is all in how you use them. There’s no bigger threat to a salon than ‘dead time’, where there’s no one in. Plan ahead and see where you could be benefiting most from extra clients, then aim to fill up that white space with a last-minute discount or off-peak price.
You might be worried about losing too much money by discounting, but as long as you plan properly, that shouldn’t be a problem. At the end of the day, any filled chair is better than nothing.
Ian Broderick
You might be worried about losing too much money by discounting, but as long as you plan properly, that shouldn’t be a problem. At the end of the day, any filled chair is better than nothing.
Email your clients
Marketing isn’t just about promoting your salon to new clients, it’s also a very powerful tool for creating a healthy stream of repeat business – the kind you can rely on.
By reaching out to your existing clientele with information and offers, you can create a more personal connection with them, keep your business at the top of their mind (and tip of their tongue – word of mouth is great), and bring in even more bookings. Don’t have an email list? There’s no time like the present to get started.
Email is a great channel to communicate with clients and keep them engaged. It really lets you show your personality and keep the clients coming back for one of the key reasons why they love your salon to begin with – you! Why not start a monthly newsletter, showcasing some of your latest work, some upcoming trends or any seasonal discounts?
If you’re already on Treatwell, you can easily add client details to appointments to use the ready-made email marketing tools – or you can use other tools like Mailjet. They’ll provide you with a simple email capture form which you can put on your website (very little technical skills needed) in order to get people to opt into your email list.
Amir Jirbandey
Get an online presence
Another (not) bombshell – the way people book their services has changed.
From Uber to Deliveroo, most consumers’ first port of call for finding new favourite spots isn’t a walk down the highstreet – it’s online. That goes for salons, too. In order to stand out from the crowd, you’ve got to be where your customers are looking. By having an online presence, you’re already a step ahead against your competition.
Beyond social media, you can easily claim your Google My Business listing, get yourself a website – there are plenty of free or cheap services to help you – and start building an online presence.
Things aren’t like 45 years ago, where all you could do was put an ad in the paper and hope. It’s a competitive industry, so the most important thing is to be active in whatever you’re doing.
Things aren’t like 45 years ago, where all you could do was put an ad in the paper and hope. It’s a competitive industry, so the most important thing is to be active in whatever you’re doing.
Get yourself on an listing service – one of the best things about Treatwell is how much it helps with getting us into people’s Google results. It makes a big difference.
Ian Broderick
Show your shopfront some love
If you’ve got fewer people window-shopping, it’s important you’re actually bringing them through the door when they are. As the most visible aspect of your salon for foot traffic (not to mention people looking you up on Google Maps), you definitely shouldn’t neglect your window display: it’s the first thing your customers see when they turn up.
When in doubt, follow your clients. Try to match their tastes and interests. If you cater mostly to young, urbanite women, for example, they’re likely to respond differently to your salon decor choices than if your biggest customer-base is older men.
It might seem obvious to have an attractive front-window but you’d be amazed how often this goes amiss with everything going on. But by paying more attention to how your store front looks through the window, you can bring in a lot more foot traffic.
Maybe show-off your accolades, like your Top Rated badge from Treatwell or anything else you’re proud of! Any speciality treatments you’re known for? Let the world know. Or, why not showcase a couple of your best looks?
Amir Jirbandey