Salons and barbershops are the cornerstones of the bustling beauty industry. These beauty businesses help clients to transform their appearance and enjoy amazing experiences in a relaxed atmosphere. However, the industry is competitive and requires business owners to adopt outstanding strategies to build a name.
Even the most talented barbers and hairstylists should master marketing skills to get loyal clients. Unfortunately, some use inappropriate marketing techniques and lose clients to competitors who have better marketing teams. The secret to better salon and barbershop marketing lies in understanding the target clients and their behavior.
So, beauty business owners should study consumer behavior and use contemporary technologies and marketing platforms to reach audiences based on their behavior. With all these to learn, beauty business owners might wonder how to push their brand to higher echelons. This article will share excellent tips to help salon and barbershop owners find and retain ideal customers.
Pay Attention to Customer Experience
Satisfied customers are the best marketing team to push a brand and attract other potential clients. Customer experience is at the heart of every successful salon or barbershop. The business owner should, therefore, focus on meeting the unique needs of the clients.
One way to do so is by buying quality haircare tools and equipment. So, beauty service providers should not shy away from purchasing the latest GHD Blowout Brush, hot air brush, blow-dry brush, hair clippers, blow-out stylers, or hair trimmers, among other haircare tools. With these incredible tools, employees at the salon or barbershop can offer excellent services to customers, which will attract positive reviews and referrals.
Customer experience involves many things, from strategic business locations to effective service bookings, fantastic reception, chick beauty shop interiors, and excellent haircare solutions. However, some clients might never share their outstanding experience with others if the barbershop owner does not request them to do so.
So, the beauty business website should have a platform for genuine testimonials, reviews, and referrals. If a client who was previously struggling with hair issues finds a working solution, highlighting this transformational story can attract potential clients with similar challenges. Video testimonials are also compelling and could win more clients.
Negative feedback could be scary, but it can be a source of inspiration and positive transformation. Any negative reviews deserve prompt reaction and should guide the business owner to make improvements. However, if many negative reviews reach social media or a popular online platform, the business owner can involve a reputation management firm to protect the brand image.
Align the Beauty Service Brand to the Target Audience
Clients should not just want to associate with a salon or barbershop only when they need haircare services. The business owner should establish a brand that clients resonate with when they catch a glimpse of the brand colors or logo.
The slogan or business statement should tell potential clients why they should visit the salon or barbershop. To create a unique brand, salon and barbershop owners must research competitors, identify gaps, and make a brand that addresses the gap.
It is also advisable to highlight strengths when branding. For instance, a salon that uses natural products or eco-friendly products might attract eco-conscious clients. After creating a unique identity, the business owners should elevate the brand with visuals. They should brand the shop and make it easier for the target clients to locate it when they schedule an appointment.
The salon or barbershop interiors should reflect the branding colors, fonts, ethos, and imagery, which hits at a high-end experience. The logo design should be simple and memorable to make it easier for the target audience to identify the beauty business on physical marketing materials, websites, social media, and any publications.
Join Digital Platforms
Online visibility and online booking are quite effective in the marketing world. This is because virtual or digital footprints are just as real as physical interactions and can help amplify other marketing approaches. Unlike the walk-in customers, real and potential customers are bold and will likely ask questions and engage in meaningful conversations that raise brand awareness. Therefore, interactions with clients should go beyond the barbershop chairs to websites and social media.
First, the business owner should create a responsive site that improves user experience. The website should highlight what customers need to make sound decisions. It should be easy to navigate and schedule appointments online. Showcasing beauty services and products can also help win clients. This involves sharing videos and photos of happy clients in the salon or barbershop. It is advisable to publish fresh content and link the site to social media to ensure real-time interactions.
The website should be optimized for local searches with relevant keywords. This attracts organic traffic from the locality. Backlinks and SEO services can help the website attract organic traffic from local searches. Directories listing businesses in the beauty shop location can increase online visibility, encourage reviews, direct clients to the business, and share contact details.
Social media platforms such as Instagram, Pinterest, Facebook, and TikTok help entice potential clients. However, the marketing content to publish on each platform should be different since the audience varies slightly. Beauty service providers should focus more on visual content that highlights clients’ transformation after the service. The administrator should respond to clients’ questions and publish fresh content to engage and win clients.
Introduce Loyalty Programs and Seasonal Offers
Attracting new clients is important, but making them loyal is more rewarding. Retaining clients creates a stable stream of income, which is crucial for long-term success. The first step to maintaining clients involves offering personalized services and strategic incentives. Therefore, beauty service providers should have a loyalty program to reward existing clients with points or free services after a few paid sessions.
The beauty shop can also offer attractive discounts to clients during their birthdays, anniversaries, or wedding day. These customized offers will not only retain existing customers but also attract others interested in similar services.
It is also advisable to collaborate with celebrities, influencers, beauty bloggers, and complementary service providers. Clients who love those celebrities and influencers will be loyal to the brand.
These are simple marketing ideas that barbershops and salons can use. However, since the target clients vary, business owners should first study their clients and apply the most effective tips. They should also partner with marketing experts to align these marketing ideas and reap maximum benefits.