When it comes to marketing your salon online, there’s no such thing as hard and fast rules. As technology changes and the needs of consumers shift, social networks and powerhouses like Google are constantly shifting the goalposts, making marketing even harder.
However, this doesn’t mean it’s not worth your time. Online marketing is an essential part of any salon’s success; all you need to do is approach it in a smart and considered way. Here are six tips to get you started:
- Brand consistency
With plenty of salons out there, keeping a consistent brand – both online and office – is key to ongoing success. How else will they remember you? Therefore, across all advertising and marketing channels, you need a clear look, message and feel, all of which communicates what your business stands for and what you offer.
- Going mobile
It’s well established that an up-to-date and easy to use website is an essential part of any salon’s marketing strategy. However, it’s not just desktop that you need to think about. Mobile technology only continues to improve, which means there’s no ignoring it when it comes to your online presence. Your website needs to be well-designed for a range of devices, including mobiles and tablets.
If it isn’t, you risk alienating the majority of your potential client base and losing out on business. If you worked with a web developer to create your website, get in touch with them to see how you can adapt your existing offering for the mobile screen.
- Get blogging
One of the most important elements of online marketing is making sure your website is SEO-effective. After all, there’s no point designing a great website if no-one can find it!
Google is the judge and jury when it comes to SEO rankings, deciding on which websit to put first. One way to improve your chances of ranking higher is to post regular and quality content to a blog or discussion board.
As salon owners, you have plenty of advice to offer so why not share some of this with your online community? It will show you know what you’re talking about and add value for a client. However, it’s important that each blog is well-written, with correct spelling and grammar and clear and concise copy. If you’re not confident with your written skills, consider investing in an external copywriter – or asking a team member to review it before publishing.
- Socialise online
A website may be integral to a marketing strategy, but it’s not the only way you can attract customers. Social media continues to be incredibly important, offering yet another avenue potential customers could find out about your salon and services. Therefore, you need to spend some time creating business profiles that are in line with your website, with the same messaging and images. Once established, you’ll need to set aside some time every week to post new, high-quality content – whether that be an image or new promotion.
Don’t worry about bringing in a professional photographer – the latest mobile phones have cameras that are more than capable to take a good shot. Should you require further advice or assistance, Beauty Salons Coach can offer salon-specific social media training.
- Think about video
If you use Facebook or Instagram for your personal profiles, you would have noticed video content is popping up more and more. From short how-tos to longer tutorials, video continues to be an effective marketing solution for those in the salon business. Therefore, consider investing a small budget into a number of short videos, which you can share on your website and across all your platforms, as well as on video-specific social media platforms like YouTube and Vimeo.
- Email marketing
E-newsletters are the perfect way to keep your brand front of mind. With the potential for personalisation and targeting, it’s a cost-effective way to reach thousands of people quickly, reminding them of current promotions, new products or other changes within your salon. They are also a great way to direct clients to your other marketing channels, such as your website, Facebook page or Instagram.
For more advice about how to improve your salon’s marketing efforts, get in touch today!