Looking for new salon clients? Need more business for your spa? Starting out as a hair or beauty specialist?
It’s the burning question on everyone’s lips, yet attracting new customers can seem a nigh impossible marketing task at times.
Let’s break it down and make it easy to find new business, build your customer base and grow your salon. Sound good?
Here we go…
How to find (lots) of new clients for your hair and beauty business
These are the four key marketing areas to master:
1. Buddy with local business partners
2. Transform your website into a new client magnet
3. Boom! Build your client database with social media
4. Spread the word to potential new clients
1. Buddy with the right partners for maximum new business
Sounds obvious, but look for businesses which target the same customer audience as you. Fashion retailers, restaurants, wedding dress shops, bars, health clubs, florists… you get the picture.
Decide on your offer before you approach the prospective business partner. Your offer doesn’t have to be a freebie. In fact, unless you’re a start-up, an x% extra free promotion usually works a treat.
#SalonMarketing Tip: Think through all the practical steps and the offer terms and conditions in advance. This way you stay in control of the first meeting.
Your salon offer so the next step is to approach the business owner. Explain how a partnership could thank and reward their clients, while opening up new markets for both of you. It goes without saying that you must offer a high quality service at your salon or spa. No-one will promote a reward or gift to their loyal clients that isn’t up to scratch. Invite your potential partner along to your salon or spa for an indulgent treat.
Promote yourself to their clients. And vice versa.
Promote your offer on their website
Give your leaflets out to their clients
Post your offer on their Facebook, Instagram, Pinterest and Twitter
Pop promotional posters up in their premises
Promote your salon offer via their e-newsletter or text campaign
2. How to make your salon website a new client magnet
Having tempted prospective new clients onto your high ranking salon website is it up to the job? Your website’s main role in life is to persuade prospects to pick up the phone and book that all-important first hair or beauty appointment.
Here are website essential ‘Do’s and Don’ts’ for hooking in those new salon clients:
-Today your salon website needs to be mobile friendly otherwise new clients can’t view it properly on their smartphone or iPad. And you wouldn’t want them reading your competitor’s website instead and calling them. Would you?
-Keep the design attractive, simple and easy to navigate. Clutter is off-putting.
-Include a price guide page – it’s the 3rd most visited page for salon websites.
-Ensure new clients can find your salon or spa. Have you included a Google map, nearest parking and post code for Sat Nav users?
-Is your phone number prominent on every page. Potential new clients are not going to go searching for it tucked away in your website footer.
-Make it convenient for new clients to visit your salon – shout about late-night or Sunday opening.
-Include calls to action to encourage prospective clients to choose your salon. “Call now, phone to book, enter now”.
Moving on to your third salon marketing tool for acquiring new clients… social media.
3. Use social media to build your salon client base
-Social media alone will not drive new customers through your salon door. However, use Facebook as a combo with say email marketing and you’ve got yourself a powerful crowd-puller.
-As with your salon website you need to look good on Facebook and create the right first impression. A messy scrapbook of salon gossip and out of focus photos is not going to entice prospective customers to pick up the phone and book.
-Just because you can do social media yourself doesn’t mean it shouldn’t use professionals from time to time. Take a look at the big salon chains and understand how much time, effort and money they devote to making their Facebook look and sound professional.
-OK, so you’re on a tight marketing budget – how can you achieve this? Bring in professional help for specific campaigns to target new clients. For example, use Facebook campaigns and contests to collect email addresses – then promote your salon direct to the inbox of your competitors’ clients
-Make it personal. Reply to comments, natter on Twitter, make new contacts on LinkedIn. To get results on social media you have to work at the detail. You have to engage.
-Moving on to your fourth salon marketing tool for finding new clients… word of mouth.
4. Recommendation is vital to gaining new salon clients
Harness this powerful word of mouth marketing and get your clients finding new salon customers for you.
4 practical tips for setting up a salon referral scheme
1. Ask them. It may sound obvious but many hair or beauty salons overlook this. Use a simple mobile referral system so your client has something to pass on to their friends.
2. It’s important to be generous. 10% off is hardly going to tempt someone to spread the word. When you calculate how much a new client is worth to you over the period of a year it doesn’t make sense to be tight-fisted with your marketing incentives.
3. Tell them. Promote the system on your salon website, social media, and text marketing. Get the word out there.
4. And finally, don’t forget to measure the number of new salon clients who come via recommendation. If they’re not being referred then you know you’ve got a big problem with your service, pricing or technical know-how.
Don’t blow this golden opportunity you’ve worked so hard for. Ensure they feel super-special. Because if you don’t they’re unlikely to give you another chance. And you’re back to square one.