The hair and beauty market is very competitive, so it’s good to spend time thinking about how to advertise and market your business.
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At the end of 2016, the Guardian said that 12 new salons were opening in the UK each week. People now have a huge range of options when it comes to hair and beauty, which means you should be thinking about clever ways to get your business’s name out there.
We’ve done some research and have found some tried-and-tested methods among hair and beauty professionals that you can put into practice in your local community. Will any of these work for you?
Carlo & Co: A barber shop from UK. pic.twitter.com/3MGoIrbcDN— Brilliant Ads (@Brilliant_Ads) July 28, 2017
Know the kind of client you want to attract
While you might welcome walk-ins and new clients, you want to have a solid base of repeat clients who fit your brand.
Offers and vouchers can be effective at getting people through the door, but those people may not become loyal clients if they feel your business isn’t the right fit. So, you shouldn’t spend the time (or the money) marketing to them – it’s essential that your clients fit your business’s strengths.
These clients are also more likely to love your services and recommend you to friends, meaning they could become very profitable.
With so much competition, it’s no longer profitable to market to everyone, so it’s important to work really hard getting to know your local market – and how you’re different to everyone else.
- It’s likely you’ve already identified your niche, but who’s actually coming through the door? Analyse your existing top spenders, using software or even a simple spreadsheet. See if there are any identifiable patterns, like age, gender, or location. Then start building a profile of your perfect client, which can inform how you target future marketing campaigns.
Make sure your brand is consistent
Once you’ve identified your perfect client, take a look at your brand to see whether it fits that client’s expectations of your business.
If your logo is quirky but you’re actually attracting a more formal crowd, you might want to work on refreshing your brand. You can think about how your brand best fits their lifestyle, from your uniforms to the language you use on your social media accounts – and even whether your opening hours suit.
Research is paramount. You should understand what your clients want, so talk to them – or ask them to fill out a survey. Simple observation might also reveal something new.
It’s always important to keep an eye on your competition, so research and see how they’re positioning themselves. You can get some great insight on how to differentiate your brand, making sure it really stands out.
Finally, consider all of your channels. Remember, you should have a strong brand identity across all of them – from the hair and beauty experience itself to your presence on social media. If one of them doesn’t match up, think about how you could improve.
- Clients are key, so help them become ambassadors for your brand. People who love it should be more likely to help spread the word. Again, look at your existing customers and find out what they like about your brand. You could then set up a referral scheme to give them an incentive to shout about your business, and even ask them to write reviews. Take a look at the five review sites you could be using to gain an advantage.
Run online marketing campaigns
Do you have a digital marketing strategy? Whether it’s email newsletters, blog posts, or tutorial videos on YouTube, your online presence can really help raise your profile.
And while we’re talking digital, look at your website to see whether it stacks up to the rest of your brand. It should be consistent and professional (that means no typos), not to mention mobile-friendly. Your offers page, contact details and price guide should all be prominent, and an online booking form is a great idea if you don’t have one already.
And being in-the-know about SEO (Search Engine Optimisation) can make it easy for potential clients to find you online. Running a blog with optimised articles and content will help you rank higher on Google.
As a bonus – search online for regional and national awards to enter. They can be a great way to build your reputation, so make sure to shout about it when you win. You can write about it on your blog, use the logo of the award in your marketing, and include details about your win in an email newsletter.
- Run campaigns that reinforce your brand. For instance, many of your clients may struggle to recreate styles at home, so step-by-step hair and beauty videos from you or your staff could go down a treat. Let them know these videos are available on social media and by sending out an email newsletter.
Become a big player in your local community
Online marketing is important, but many hair and beauty businesses would do well to think about how to increase their standing in the local community. There are lots of initiatives you can try, which could form part of your local marketing strategy.
Some business owners have recognised that working with a local charity can increase your brand’s presence and your reputation. Are there any out there that you can support?
You could also host events on your premises. These events might have a specific theme, like a friends and family evening where you invite your clients and encourage them to bring someone along. There, you can demonstrate treatments and show off new services.
Another tip for getting involved in the local community is to work with schools in the local area, especially if your ideal clients are parents. You might run a stall at a school event, offering treatments as prizes. You could also have a presence at school careers evenings, helping encourage the next generation of stylists into the profession.
And be sure to keep people updated about all of your support in the local area by posting regularly on social media. This could also be great content for your blog, email newsletter, or even printed materials on your premises.
- Are there any local businesses you can partner with? Some hair and beauty professionals have started – or joined – a local association of shop owners. This makes it easier to build relationships with local entrepreneurs, run events together, and even cross-promote your products. The key is to target businesses with a similar audience to you – and come up with a great pitch about how everyone stands to benefit from working together.
Have you used any of these tips in your marketing, or do you have any fresh ideas you’d like to share? Let us know in the comments below.