POV: You're Finally Working on the Marketing Stuff That Matters

Screen time is at an all-time high. So how do we get customers off their phones and into your salon? Here are some simple marketing projects that can boost your traffic and not take a huge bite out of your budget.

 

Show Up on the WWW

Many owners focus on their social media but neglect their Google account. While social media is becoming a search engine of its own, Google is still the most trusted when it comes to looking up businesses and locations. Keeping your business page up to date is crucial for showing up in search results. We know Google can be intimidating to work with, so here are some easy steps you can start today:

Add new photos every week. Show off your lobby, equipment, lotions, and anything else you can think of. Your customers want to know what they are walking into. Don't just rely on review photos from external people because you never know what you will get.

When a customer tells you they love your salon and that coming is the highlight of their day, tell them thank you and ask if they would leave a review so more people can come in and experience all you have to offer. This increases social proof for your business. Social proof is a psychology term that says people are more likely to feel comfortable and confident in something new if other people have had good experiences. This is why good reviews will encourage more people to walk through your doors. As part two of that, reply to all the reviews you get on Google. Actively engaging with reviews shows responsiveness and care.

Lastly, be sure to post all your promotions and events on your Google page. Many people don't know this, but you can actually use Google almost as another social media platform, except this one feeds straight into Google searchability.

 

Improve Local Standings

To piggyback on the last one, make sure your website clearly tells Google what you do, where you're located, and who you serve. Standard SEO as we know it is changing. Where once there were keywords in specific places that helped pages show up, now AI searchability makes it so that every piece of information on your page can feed into the search bar. To better appear in your local community, be sure to include phrases such as "Tanning Salon in (City Name)," "Wellness Services for All Ages," and "Custom Spray Tans for Weddings."

 

Build an Email List

Email is still one of the highest ROI marketing channels. Being able to contact your customers directly is an incredibly valuable tool. By creating your email list from your already participating customers, you can build an active, responsive list ready to receive monthly newsletters, highlights of new services and products, exclusive member-only specials, and seasonal wellness tips.

They are already interested; you just have to reel them in!

 

Partner With Other Local Businesses

In our increasingly tech-savvy world, there's a growing craving for social engagement outside of social media. Creating a third space is becoming a must-have for many people. Your customers come to see you to relax and leave rejuvenated. Think of what other businesses in your area could do the same for your customers and create referral relationships that serve similar customers. Think of hair salons, fitness centers, massage therapists, boutiques, and coffee shops.

 

Optimize Your Profiles

Now, back to social media becoming the newest search engine. Your younger clientele will tend to use social media to find answers more than they do on the web. Due to this shift in age groups, it is important to keep your hours, phone number, website, and booking links updated on your social platforms. Also, you will want to include similar keywords and phrases in your bios as we discussed on the website, so customers know exactly what you offer. While you do not want to post exclusively about sales (and risk sounding like a pushy car salesman), pin your most important promotion or membership offer so they have an idea of potential costs.

By opening the door to the younger generation, you encourage user-generated content for your salon. Gen Z is at the forefront of the "cameras got to eat before I do" mentality, meaning if they like it or it looks good, they will take a picture. Maybe they post it. If you have a fancy piece of equipment or a cute photo op in your lobby, they will likely make content. I'm not talking about influencers who will charge for giving you exposure. I'm talking about regular people sharing photos with their regular friends in your area. Some other ways to encourage this are to create a branded hashtag, ask clients to tag your business when they visit, and feature customer photos and testimonials.

When it comes to marketing, there are a million and one things you can do, and it varies from business to business. Today, we are just scratching the surface with some quick and easy projects you can do to elevate your exposure online and in your community.