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  4.  | The Power of Digital Marketing for Salons: Book More Clients and Keep Them Coming Back

As the old adage goes, “A bad hair day is a bad day.” And for salon owners, a bad day can quickly turn into a bad business if they don’t keep up with the times.

In today’s digital age, having a strong online presence can make or break a salon’s success.

That’s where digital marketing comes in. By utilizing digital marketing strategies, salons can attract more clients, keep them engaged, and encourage repeat business.

So put down those scissors, grab a cup of coffee, and let’s dive into the benefits of using digital marketing for your salon.

Digital marketing can offer a wealth of benefits for salons, including:

Increased visibility
A strong online presence can attract potential clients who are searching for salon services in your area. By optimizing your website and social media channels, you can ensure that your salon shows up at the top of search results and stands out from the competition.

More bookings
With online scheduling and appointment booking, clients can easily book their next appointment at any time, even when the salon is closed. This convenience can lead to more bookings and fewer missed appointments.

Repeat business
By using digital marketing to engage with clients and offer incentives for repeat business, salons can turn one-time clients into loyal customers who keep coming back.

So if you’re ready to take your salon to the next level, let’s explore how you can use digital marketing to make it happen.

Table of Contents

Understanding Your Target Audience

Know Your Customers Like You Know Their Hair: Understanding Your Target Audience

Before you can effectively market your salon services, you need to understand who your customers are and what they’re looking for. After all, not every hairstyle suits everyone (looking at you, mullets).

So put on your thinking cap and let’s dive into understanding your target audience.

Identifying Your Ideal Customer

To identify your ideal customer, start by asking yourself some key questions:

  • What age group are they in?
  • What are their interests?
  • What is their budget for salon services?
  • What hair services do they typically request?
  • Where do they live and work?

By answering these questions, you can start to develop a clear picture of who your ideal customer is and what they’re looking for in a salon.

Conducting Market Research

To get a better understanding of your local market, you’ll need to conduct some market research. This can include:

  • Analyzing your competitors: What services do they offer? What are their prices? How do they market themselves?
  • Surveying your customers: What do they like about your salon? What do they think could be improved? What other services would they like to see offered?
  • Checking out local demographics: What is the average income in your area? What age groups make up the majority of the population? What are the trends in local fashion and beauty?

Creating Ideal Customer Personas

Once you’ve gathered this information, it’s time to create customer personas. Customer personas are fictional representations of your ideal customers, based on the data you’ve collected.

These personas can include details such as age, gender, interests, and even a name and photo.

By creating customer personas, you can tailor your marketing efforts to speak directly to your ideal customers and their specific needs and interests.

And who knows, maybe one day those personas will turn into real-life regulars at your salon!

Building a Strong Online Presence

From Buzzcuts to Blog Posts: Building a Strong Online Presence for Your Salon

Now that you know who your target audience is, it’s time to start building a strong online presence that will attract and engage them. In this section, we’ll explore the key components of a strong digital marketing strategy for salons.

Creating a Salon Website

First and foremost, every salon needs a website. Your website is like the window display of your salon online – it should be visually appealing, easy to navigate, and provide all the information a potential client could need.

Be sure to include information about your services, pricing, hours of operation, and photos of your salon and team.

Optimizing Your Website for Search Engines

Having a great website is important, but it’s even more important that potential clients can find it. That’s where search engine optimization (SEO) comes in. Optimizing your website for search engines can improve your ranking in search results and make it easier for potential clients to find you.


Developing a Content Marketing Strategy

Content marketing is one of the best ways to improve your SEO and engage with potential clients. This can include blog posts, videos, and social media content that provides value to your audience. For example, you could create a blog post on the latest hair trends or a video tutorial on how to do a certain hairstyle at home.

RELATED: Content Marketing Guide

Creating a Social Media Presence

Social media is another powerful tool for salons to connect with clients and attract new business. By creating a social media presence and sharing engaging content, you can build a community of followers who are excited to visit your salon.

Be sure to include lots of visuals, such as photos and videos of your salon and work, to make your posts more eye-catching.

RELATED: Social Media Marketing Guide

Email Marketing for Salons

Finally, don’t forget about email marketing. By collecting email addresses from your clients and potential clients, you can send targeted messages and promotions that encourage repeat business.

For example, you could send a monthly newsletter with salon news and promotions or a special discount for clients who refer their friends.

With these digital marketing strategies in place, your salon will be well on its way to attracting more clients and keeping them coming back for more.

So go ahead and give your online presence a little trim – we promise it won’t hurt a bit.

Offering Incentives for First-Time Clients

First-Time Clients, Meet Your New Best Friend: Incentives for Attracting and Retaining Business

Once you’ve got potential clients to visit your salon website or social media pages, it’s time to seal the deal and get them through your doors. One great way to do this is by offering incentives for first-time clients. After all, who doesn’t love a good deal?

Providing Discounts or Coupons

One of the most common incentives for first-time clients is a discount or coupon. This could be a percentage off their first service, a free add-on like a deep conditioning treatment, or a free haircut with the purchase of a color service.

Be sure to promote these discounts on your website, social media, and email marketing campaigns to get the word out.

Offering Free Add-Ons or Upgrades

Another way to incentivize first-time clients is by offering free add-ons or upgrades to their service. For example, you could offer a free scalp massage or a complimentary glass of wine.

Not only will these add-ons make your clients feel pampered, but they’ll also be more likely to return for future services.

Creating Loyalty Programs

Once you’ve attracted those first-time clients, it’s important to keep them coming back for more. One way to do this is by creating a loyalty program. This could be as simple as offering a free service after a certain number of visits or as complex as a tiered system with different levels of rewards.

Be sure to promote your loyalty program on your website and social media, and include information about it in your email marketing campaigns.

By offering these incentives for first-time clients, you’ll not only attract more business but also create loyal customers who will return to your salon time and time again.

So go ahead and roll out the red carpet – your new clients are sure to feel like VIPs.

Sales Process Guide | Torie Mathis

Using Data to Improve Your Strategy

From Good to Great: Using Data to Improve Your Salon’s Marketing Strategy

Now that you’ve got your website, social media, and incentives in place, it’s time to make sure your marketing efforts are paying off. This is where data comes in. By tracking website and social media analytics, conducting customer surveys, and using customer feedback to improve your services and marketing strategies, you can take your salon from good to great.

Tracking Website and Social Media Analytics

There are a variety of tools available for tracking website and social media analytics, such as Google Analytics and social media insights.

By analyzing this data, you can see which pages on your website are most popular, which social media posts are getting the most engagement, and even what time of day your audience is most active online. This information can help you make informed decisions about your content and posting schedule.

Conducting Customer Surveys

Another way to gather valuable data is by conducting customer surveys. These surveys can be done in-person, through email, or even on social media. By asking your customers about their experience at your salon, you can identify areas for improvement and get ideas for new services or promotions.

Using Customer Feedback to Improve Services and Marketing Strategies

Once you’ve gathered data from website and social media analytics and customer surveys, it’s time to put that information to use. Use customer feedback to improve your services – for example, if you receive feedback that your salon is too cold, you can adjust the temperature.

You can also use customer feedback to improve your marketing strategies, such as creating content that addresses the most common concerns or questions that your customers have.

By using data to continually improve your salon’s marketing strategy, you can ensure that your efforts are effective and that your customers keep coming back for more. So keep on tracking, keep on surveying, and keep on improving – your salon’s success is in the numbers.


Ready, Set, Grow: Taking Your Salon to the Next Level with Digital Marketing

Let’s recap the benefits of using digital marketing to book more clients and get more repeat business for your salon.

By understanding your target audience, building a strong online presence, offering incentives for first-time clients, and using data to improve your marketing strategy continually, you can take your salon from good to great.

Digital marketing allows you to reach a wider audience, create stronger relationships with your customers, and ultimately grow your business.

But don’t just take our word for it – it’s time to take action! Implement these digital marketing strategies today and start seeing results.

Remember, the world of digital marketing is constantly changing, so stay up to date on the latest trends and continue to experiment with new strategies.

And if you’re looking for even more support, consider joining the Smart Arsenal. With access to DFY templates, hands-on help, and expert guidance, you can take your salon’s digital marketing efforts to the next level.

So what are you waiting for? Let’s get started and watch your salon grow!

About Digital Marketing Expert Torie Mathis

Torie Mathis helps entrepreneurs, like you, use digital marketing to grow your business without wasting time, money, or your sanity.  She is a best-selling author, Army veteran, speaker + trainer, and your digital marketing coach. You don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART.

Torie hosts SMART AF, a show for non-techy entrepreneurs looking to grow their business, with her husband Sean and is the creator of SMART AF Magazine. Learn from Torie at the Smart Arsenal and on her channel.

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hi im torie
I help entrepreneurs  learn digital marketing.
And I make it easy! 

You don’t need crazy tech skills, buckets of cash, or dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be SMART.

Is YOUR marketing SMART?

Find out here.

torie and sean mathis

Is Your Marketing Taking You Away From The Things You Love?

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Hi! I'm Torie!

I Headshot of Torie Mathishelp entrepreneurs (like you) use digital marketing to get more clients + make more money. And I make it easy!

You don’t need crazy tech skills, buckets of cash, or dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be SMART.

Get Smart AF

from your Digital Marketing Coach Torie Mathis!

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