We are in an era where virtually everything being done online except our hair and grooming. We can make doctor’s appointments, book tickets online, do our grocery shopping and even connect with friends via the world web. With some companies having websites, the question is whether you need a website for your beauty or nail salon.
With Smartphones becoming unusually popular in the last decade, you can’t afford to let your small salon miss out on the opportunity. You can be certain that people seeking out beauty services in your city or town will most definitely be searching for options with a mobile device much more often than on desktops or laptops—thus you need to start with a slick, modern, dynamic and mobile-friendly website.
The beauty about websites is that they promote your establishment 24/7 which no employee can do. They are the foundation of your digital marketing initiative. Having a good website can enable you to also connect with your credit card processing company to allow online purchases through a virtual terminal. Which can allow you to sell custom beauty products. Thus expand sales opportunities beyond in-person salon visits, a wider business model.
Another feature to explore could be online booking. A website with an online booking system, it would enable your customers to book their appointments online which provides the added convenience of not making a call and being able to schedule an appointment at any time today, not just when your salon is open. Setting yourself apart from the competition and adding a bit of class. Gain a clear competitive advantage –because the nail and beauty industry you can easily deploy mobile workers after appointments made from the website.
The beauty industry is constantly changing with new trends, techniques, products, updated new appliances so you have to be committed to staying ahead of those things. And innovation in marketing is the only way! Clients would love engagement more than anything and are quite informed, so if someone brings you a picture out of an Instagram post or a Facebook page of a new popular trend, you better be able to create that look, otherwise, you will lose your clients.
Some spas and beauty parlors also cater to specific age groups and niches. They offer services and products that are popular with that generation or demographic they desire to reach to. Perhaps your beauty parlor specializes in doing emo styles, or punk. In that case, you’re developing a niche which you can exploit in a social media marketing campaign. This is a very effective way to build a loyal customer base, as niches help you have more focused campaigns and promotions and salons are tight-knit communities that could pass your name along via word-of-mouth.
Also, consider writing a blog for your salon too. During the years since the first blogs emerged, several fashion and beauty bloggers have generated large readerships. This can help you build repute and authority in your city and town. It’s also proven that market-leading blogs successfully generate large audiences. That’s in addition to the value that blogs can create for brands, products, and services in a market where news travels fast and is female driven. And women are arguably more content driven than men as they research and require information for decision making.
Another consideration is using digital marketing to promote Loyalty programs which can be done using email marketing too. The loyalty program benefits can be in form of discounts or pay 2 get 3 or collecting points which will be turned into money later. Loyal customers can also be rewarded with other benefits than monetary advantage to get them more interested via social media. The offers should be customer oriented and personalized because of different age or gender groups are interested in different things. All this can be delivered via your Instagram or Facebook page.
Loyalty programs in hair and beauty industry are non-productized programs because relationships between the customer and the hair or beauty workers are much more personal than a relationship between a grocery store and their customer. Some loyalty program involve customers are collecting points and with these points, they can collect their ‘surprise’ present. All of this can be user-generated content as many users on social media audiences always help pitch in with conversations and suggestions. Everyone has an opinion, right!
As for your competition, make sure that your content is consistent and unique. Review their salon websites, their social media, do a mystery shop, and read their online reviews. Though remember that most beauty business marketing budgets are set between 3 – 7% of total sales, depending on the organization and size. Digital marketing may be the wisest way to expand your reach if you’re intentional with your campaigns.
The trick with these marketing techniques is to never stop promoting and cross-promoting. Always have something going on: a sale, a discount coupon, or a free trial which you can use as customer bait. This can help you build a following who will eventually be converted into loyal leads. Communicate to your customers via social media, videos, and vlogs and allow your fans to become your brand evangelists. Remember that at times beauty salons and spas are seasonal businesses, and it’s important to keep warm bodies coming in during the off-peak periods. That’s where social media may be the winner.
You may need a social media management team eventually to tailor and manage social media campaigns for your salon effectively. The management team can keep your social media organized and content consistent which can later drive leads to your beauty establishment. They can apply geo-locating techniques to target certain age groups and demographics in your local town or city or push your promotions and loyalty plans. If you’re interested in creativity with social media management you can contact us to help you focus on your beauty work while we handle driving the leads from social media.