Running out of ideas to market your salon? We carefully crafted the best marketing techniques for the salon business. Here’s the ultimate list for 65 marketing tips and ideas to promote your salon.
Let’s get started…
At The Salon – 12 Tips
- Create a profitable front desk. Train your staff to re-book clients for their next session. Teach your front desk what services to cross-sell and up-sell.
- Set up a selfie station with your salon’s hashtag. Set up a mirror in front of your chair, so clients can take a selfie and post it to social media.
- Create a new, catchy hairstyle that clients will love. Differentiate yourself from the traditional salon.
- Carry exclusive products. A great way to differentiate yourself from the competition is to carry products other salons don’t and are only distributed to salons. It will keep clients coming back.
- Develop a relationship. Developing a long term relationship with a client will undeniably help make a connection and win you a ‘lifetime’ guest who will also recommend your product.
- Be price savvy. Price your services and products too low, and you’ll lose money. Price them too high, and you’ll lose clients. Be concise about your pricing. Offer 20% discount for friends and family (great way to market within the salon itself).
- Be your own model. No one will want to get a haircut from someone with a bad one. Take time in the morning to make your hair look best.
- Throw a contest. Let all your clients and their friends know that you are running a contest, where you’ll award the customer who sends the most referrals your way. The choice of the gift is yours.
- Offer add-on services. Ask your guest if they would like to try a hot oil treatment, in addition to the service they already booked. This is called upselling.
- Hold a super sale. Hold a sale, maybe even just twice a year, where you let clients buy products and services for 30% off! Great way for a large turnout.
- Display testimonials. Have a few stellar testimonials from satisfied clients displayed in your salon. Print it, frame it, and display it visibly to clients.
- Offer a higher level of treatment. Offer scalp massage as an upgrade. A salon owner previously told us he made more tips from this little add-on service than stylists were making from their core service.
Marketing Online – 20 Tips
- Focus on social media. Post pictures of your work to your salon’s Facebook, Instagram, Pinterest, and Twitter pages. Engage with fans and provide exclusive deals to those who follow you on social media avenues.
- Boost online reviews. Ask your VIP clients to leave you a review online. At least 70% of potential clients search for online reviews before trying out a new salon.
- Google Adwords. This concept is pretty simple. People search for salons on Google, in your local market, and you pay for them to click on your ad. They head over to your website, and fill out a contact form or call you. That’s a lead.
- Facebook Ads. Similar to Adwords, you pay when people click on your ad. This method can be effective if you target very specific clientele. Facebook lets you set up specific demographics.
- Adroll Retargeting. Not all your advertising money from Google Adwords and Facebook Ads is going to convert. Adroll lets you remarket to those clients who didn’t convert to a sale the first time. They’ll see your ad again when they browse other websites, and may come back to your website by being marketed to again.
- Magazine ads. Advertise in your local salon magazine. If they have a decent amount of followers, you may choose to advertise on their website as well, if possible. If you can’t have a display ad, ask to write a content piece for their blog and get coverage that way.
- Start a blog. If you don’t have one, set one up. If you do, continue writing quality content for your readers. It will pay off in the long run. Content marketing is one of the best ways to convert new clients.
- Contribute to top salon blogs. Write guest posts on popular salon publications. Should they accept your content piece, you’ll enjoy free traffic to your website and coverage for your brand.
- Publish a case study. Conduct a survey or research that’s relevant to the salon industry. Show that you are a leader by evoking discussion.
- Run a contest. This type of promotion can work best on your Facebook page. Run a contest such as: “First 1,000 people to like and share our page will be entered to win a free salon service package valued at $200. One lucky winner will be announced on Friday.” Many businesses have done this effectively.
- Offer a download/whitepaper. On your website’s blog, offer a content piece that potential clients can download if they provide their name and e-mail address. This will help you build a list you can sell to later.
- Sign up for online listings. If your salon is not listed on NAP listing sites such as Yelp and Yellow Pages, you could be missing out on free marketing/clients!
- Get links to your website. One of the best ways to rise through the ranks on Google is to get other related businesses or blogs to link back to your site.
- Create something viral. It may not be easy, but if your image, video, or story is share-worthy, you could have the next coo thing skyrocket your salon’s exposure.
- Create a video. Educating through video marketing is one of the best ways to get views on websites like YouTube. You get free traffic and a chance to convert new business if the viewer loves your video content!
- Define your brand. Some salons only focus on Facebook or Instagram. In order to really develop a brand, you should be everywhere online. This includes Twitter, LinkedIn, and other social platforms.
- Invest in SEO. Search engine optimization is the process of having your website rank higher, organically, in search engines like Google. When people type in “Salon NYC” you’d like your salon to show up, right? That’s what SEO is all about.
- Solve a problem through content. People always Google things like: “My hair is thinning out. How can I fix it?” If you write about solutions to such topics that relate to the salon business, you could win over new clients.
- Sell products online. Selling retail doesn’t have to be limited to your salon. If you have a solid website, with an online store, new or current clients can buy from you without having to come in!
- Host a webinar. Similar to a workshop, a webinar is simply hosted online and will help educate your clients about what’s right for them. For example, you could host a webinar about the right type of product for every hair style.
Marketing Offline & Building Relationships – 23 Tips
- Create your own product. Creating your very own salon product, such as a special shampoo, can help establish your authority in the industry.
- Ask for referrals from satisfied clients. Word of mouth advertising is huge.
- Generate local publicity. Get to know a writer or journalist from your local newspaper and have them write a compelling story about your salon.
- Build joint ventures. Team up with another related business that can refer your services, as you can do the same for them. It’s a winning and mutual relationship.
- Get involved in national events. Getting nationwide coverage can always be good. Cut-A-Thon is a great way to show you care about the community, and building your client base.
- Send a mailer. If you are a new salon, or even an established business, send out a mailer with a coupon or a reduced price service for first time visitors. Increase your client base easily with direct marketing (which is also cost effective).
- Buy TV advertising. If your salon is big enough and your budget allows, take a TV spot that’ll air on your local community channel. Do your research before spending big money on this though.
- Get on the radio. The best way to do this is via an interview. Have the radio interview you or have people calling in with questions. It’ll spread the word about your salon!
- Billboard advertising. Just like TV advertising, if your budget allows, a billboard ad can be very eye-catching to thousands of people who drive by every day.
- Be thoughtful. Send out special cards during important dates such as birthdays, anniversaries, or other accomplishments. A little goes a long way.
- Networking events. Get out to your local chamber or another business networking group and talk your salon up. Chances are you’ll pick up a few clients just by handing out your business card!
- Educate again. Partner up with local colleges or other establishments to show the public how your business can be of benefit. Offer special discounts to college students (often an untapped market).
- Get involved with the community. Being involved in your community can bring a sense of satisfaction to the work you do. How many people in your community know about your salon and what you do? Get the word out there!
- Host a client appreciation event. Host a large gala once a year where you bring all your clients together. This will strengthen your relationship with them!
- Commit to a workshop. Choose your audience wisely, and speak about a topic that will intrigue them. You could even help educate other salon professionals!
- Remarket to old clients. Did a past client stop coming in? If they have not been in to your salon for at least 6 months, send them a flyer to have them come back.
- Be direct. You could literally ask your client for a few minutes of their time and interview them. Ask them what they would have liked better during their visit. This will help you keep them coming back and even refer you when they see how much you care!
- Learn from the best. Follow successful industry leaders and try to procure their skills and accomplishments. They must be doing some things right that you can put to use at your salon.
- Give away freebies. The truth is that people love free stuff. Give away key chains, coffee mugs, or other promotional products and your new or current clients will love you!
- Send a tangible thank you. This one may be over the top, but you can purchase a cake from a bakery and send it to your client’s office. Scatter your business cards are the box. Boy, will they love you!
- Devote a day to prospecting. All the individuals who opened your marketing email, commented on your blog, or interacted with you on LinkedIn…send them a personal message. They will appreciate the special attention.
- Address their life goals. Many clients may be worried about retirement. Why not set up a program where a guest gets a certain percentage off their service? The proceeds would be sent to their retirement brokerage! Just a fresh idea.
- Draft a brochure that’s direct. You want to be personal with the message on your brochure, but remain direct and persuasive. Market yourself to new clients with an eye-catching pamphlet.
Using Salon Software – 10 Tips
- Send appointment confirmations. Sending a confirmation to your client as a reminder can avoid several missed appointments.
- Send thank you e-mails. Set up your salon software to send out a thank you e-mail at the end of the day or the end of the week, or even immediately following a client’s visit to the salon.
- Event based e-mails. Is it someone’s birthday? Maybe an anniversary? Use your salon software to send a specialized ‘happy’ e-mail.
- Last minute appointments. Is your schedule not completely full for some AM spots? Fill in the gaps by sending out e-mails for discounted appointments.
- Did you know e-mail. They say only 20% of your clients know all the services you offer. Send them an e-mail from your software that will showcase all the services your salon offers. A great way to cross-sell.
- Timed reminders. Is your client due back in to book their next color treatment after 5 weeks? Send them a reminder. What about clients who haven’t been in to your salons in 3 months? Send them a ‘we miss you’ incentive.
- SMS messaging. Have your salon software send clients a text message with your daily or weekly promotion. This is underrated and can be really effective. Just collect the client’s phone number and send a special offer.
- Create a loyalty program. Give clients points for trying out a new service or referring another guest. The points can be converted to cash. It’ll keep the clients coming back!
- Send out a survey. Do you want an easy way to get some feedback? Send out all your guests for the day or the week a survey request to see how your salon is doing.
- Gift certificate promotions. Send your clients a reminder about your latest gift card incentive…something as simple as; buy a $100 gift card for a friend or family member, get a $20 gift card for yourself!
You have now taken the first step towards your journey to salon marketing. Put these powerful tips into action, and watch your hard work turn into solid relationships, paying (and happy) clients, and increased revenue!
Take It a Step Further
Want even more help with planning? Download our free 2017 Marketing Calendar for salons and spas packed with tips, ideas, and important dates so that you can plan ahead and make the most of your newfound marketing knowledge!