The online world can seem really overwhelming to someone who doesn’t work in it every day. But it doesn’t have to be complicated! There is one big secret to succeeding in digital marketing:
Know your customer.
Understanding how clients and customers use specific digital marketing channels to find and interact with brands and businesses is crucial to determine how you use those channels for your business and where to put you time and effort, depending on your goals.
While I am new(ish) to the beauty industry, I’ve spent more than 20 years supporting business growth through digital channels. You can put my expertise to work in your salon in the exact same way that I have helped multi-million-dollar companies make more multiples of millions.
Google Search for Salons.
For new client growth, Google is king. More and more people search Google or Apple Maps for the nearest salon or service to them. An up-to-date entry can show customers your hours, contact details, website, and directions to your location. They can also show customer reviews, which can be crucial when it comes to converting a new client.
Social media for Salons.
Use social media as your salon's online portfolio. Social media is a fantastic way to highlight your beautiful salon space and the work of your talented stylists. It is a visual medium and should act as your salon’s portfolio, but not your primary digital marketing strategy. It’s also a great space to ask and answer questions and generally connect with your current client base.
Email marketing for Salons
Believe it or not, email marketing has the highest ROI in online marketing. Why? Because you can make it personal. Use birthdays or appointment reminders to highlight special offers, new products, or treatments. You can also use marketing emails to remind people to recommend friends. To incentive your clients, consider offering discounts or treats as a reward for the additional business.
Anthony is a 25-year digital marketing veteran who has helped businesses achieve exponential growth using various digital marketing channels. He is our resident digital marketing guru, numbers guy, and go-to product sniffer.