1. Get #CERTIFIED
The first and foremost thing you must do to form your hair salon marketing checklist is to establish your authority in your industry by getting certified. Not only does this give you credibility, it also helps you gain the trust of your customers. While getting a license for your hair salon is mandatory, certification is optional. Hence getting a certification shows potential customers that you’re dedicated towards providing a high standard of quality when it comes to your services. Cosmetology certifications vary in each state according to state laws. You can take a look at the different certifications by state here.
Image Credits: http://corpobelloreviews.com/
2. Optimize For Local Search
According to Google, 76% of people who conduct a local search on their smartphone visit a business within a day, and 28% of them end up purchasing. This opens up a huge avenue of potential customers that you don’t want to miss out on. So, getting your business info listed on sites like Google My Business and other directories, and making sure your salon pops up when people search for is paramount when it comes to local marketing. You can also use a tool like Synup that can take care of your listings management for you.
3. Stay On Top Of Your Game
If the phrase ‘Lead by Example’ feels overused, that’s because it holds true, especially when it comes to beauty and cosmetics. Sporting an awesome hairdo will give your customers an idea of your level of expertise, and will also serve as a great marketing asset. How, you ask? It’s simple. Having an eye-catching look is bound to turn heads wherever you go, and if someone asks you where you get your hair done (someone always asks :P), you get to introduce your salon and generate quality leads for your business. This also propagates word-of-mouth marketing. Take a look at a well-renowned hair stylist, Ursula Goff from Kansas, USA.Her own hairstyle reflects her skill as a hair stylist, creates a great impression, and makes for an awesome hairdo. All in all, it propagates her identity as a hair stylist, and checks one off of her hair salon marketing checklist.
4. Social Media Marketing
Social media channels like Facebook, Instagram, and Twitter have transformed into excellent marketing venues, and people are taking advantage of it. Here’s an example of one such page. So get in the game, post your best works on your business account, and tag your clients. This is a great way to get their friends also interested in your service, and generate revenue.You can also provide exclusive deals as an incentive for following your page on social media.
5. Build Around Local Trends
When it comes to hair styling, trends and fads can vastly differ with each location. You might want to take a look around your locality and get a sense of the popular trends and styles that people prefer. You can then build around these styles to create something different, yet not far from popular local trends. This makes sure that your local customers are more receptive to your styling and services.
6. Optimize Your Website For SEO
Having an SEO optimized website that is rich in imagery and content paves the way for potential customers to discover and engage with your business online. Optimizing and updating your website content regularly helps it rank better in organic search results. According to Think With Google, 85% more people are searching online for local businesses. This means that your search rankings are extremely important, and local SEO is the way to improve it. If you’re not quite sure where to start, here’s a downloadable local SEO checklist that you can use. Share images of your work, post a blog article or a vlog entry about what’s going on in the industry, and keep your visitors engaged. This also boosts your authority in the industry, thereby boosting your search rankings.
7. Set Up A Selfie Corner
Selfies: everyone takes them, and everyone likes to flaunt them on social media. Encouraging your customers to show off their awesome makeover on social media platforms is a great way to market yourself, and even gain some testimonials. You can do this by setting up a selfie booth or a selfie corner, with a well-laid background, some flattering lighting, and your very own hashtags. This is sure to get people excited to share their new look, giving you precious online marketing value. Modern Wave Salon in Chicago has done a great job of setting up their selfie salon, complete with personalized hashtags.
8. Create A Testimonial Wall
In addition to getting online testimonials in the form of selfies, having a wall in your salon dedicated to framed testimonials also helps a great deal. While the former acts as an incentive for people to visit your store, the latter helps convince them to use your services.
9. Promotions & Discounts
One of the best ways to attract customers to your salon is by offering promotional services and discounts. Moreover, you have numerous ways to go about this. For example, you can run a promotional campaign on social media that involves liking and sharing your posts. You could also offer free promotional services like a head massage to go with your client’s haircut. Offering limited period discounts on your packages or merchandise (if any) can also attract attention. Daily deals are also a great way to keep your customers coming back.
Image Credits: http://www.beautybeatsalon.com/promotions/
10. Rewards & Referrals
So, now that you’ve gotten customers to try out your services, it’s time to keep them coming back. That’s where your rewards and referrals strategy comes in. Having a rewards program that offers discounts or free services for customers who keep coming back shows them that you value their trust. Not only will this make them loyal customers, it will also increase your chances for word-of-mouth marketing, because satisfied customers are more than likely to share their experience with friends.
11. The Front Desk Experience
The first personal experience a potential customer is going to have of your hair salon is at the front desk. This is extremely important, as a poor experience here could dissuade the customer from using your services. Make sure that your front desk staff are trained on etiquette, and that they know which services or products to upsell. Your front desk is also the best avenue to collect customer information for further engagement and review generation. If done properly, this could be a revenue-generating practice.
Take a look at how Keratin Lounge responded to this negative review.
12. Respond To Reviews
Providing prompt and appropriate responses to your reviews is one of the best ways to manage your online reputation. Be it positive or negative reviews, acknowledging them and taking quick action if required shows your customers that you care about them and that their opinions matter. Furthermore, it shows potential customers looking up your business online that your services are genuine and trustworthy. If this proves to be time-consuming, you can make use of Synup’s review response templates to provide instant responses to your customers’ reviews.
Pro-Tip You can feature a lookbook across all your online and social media profiles where clients can choose the styles and services they want, even as they are booking an appointment. This helps them make a quicker decision and saves them time when they walk into your salon.
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