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Customer acquisition versus customer retention? Which one do you think is easier?
According to a Forbes article, it requires a significant amount of investment to acquire a new customer than to retain a loyal one. The biggest reason for the difference is that clients buy from brands they fully trust. It would demand a lot of marketing to divorce them from their current provider.
Salon and spa services deal with beauty. And quite frankly, people value how they look. They would rather travel miles to their favorite spot than let a new person work on them. Therefore, as a salon or spa owner, you need to bump up advertising efforts to increase foot traffic to your salon. Let's check out a couple of techniques that work.
Here are a few strategies you can rely on;
We are in the digital explosion age where every business is required to have an online presence. No one wants to make calls to enquire about your services. They want to unlock their phone, jump on the net and type your name in search engines and pull up your website.
Besides having a website, you also need to have a presence on Facebook, Instagram, TikTok, and any other social media that you feel can work for you. BrightLocal research found that social platforms, including Youtube, are used by prospects to learn more about a business.
Recommended Read: Learn how to market your salon on social media platforms
There's too much noisy content on the internet, all competing to get the attention of readers. You cannot, should not add half-baked content to an already growing pool of boring, ineffective content. To stand apart, you need to produce content that gets the readers' attention, addresses their pain points, or adds value to your audience.
Do not underestimate the power of reviews. BrightLocal has been investigating the relationship between customer behavior, purchase reviews, and local businesses for 13 years. The findings are eye-opening.
76% of consumers browse through reviews before making a purchase. The research further posits that Google is the most depended upon platform for checking reviews. Service industries, which include salon businesses, are some of the industries where customer reviews get massive weight.
Now, some customers will voluntarily leave you a positive feedback. However, there are those you will have to remind and others who might even need to be incentivized to leave warm feedback. Whatever your preference, just make sure you fervently hunt for reviews because it's one way to appear trustworthy to prospects.
Salons are offline-based businesses which mean word-of-mouth marketing should be in your marketing arsenal. You have friends and family who know your business. You also have happy customers who have enjoyed your services. Use those to market your salon to others.
Try to incentivize referral efforts. You can offer a discount or free add-on services to customers who bring in a new client.
Recommended Read: Discover effective strategies for salon loyalty programs
In a world where every product and service has fierce competition, standing out can be as easy as offering a unique product or service. It's also a key way to set yourself apart as an influencer or an authority.
What exactly can you do or offer that makes you unique? You can try the following:
Your salon business is a local affair. It's not an international brand like Amazon or Nike. Your customers reside within the same locality as you. They go to the same grocery shops you go to and attend the same events as you.
So, the question is, why aren't you asking for recommendations from other nearby businesses? Target massage parlors, hotels, and dry spas as they serve almost similar customers to salons without being a direct competitor. And as they recommend you, return the favor by doing the same.
Make booking as easy as possible, whether online or offline based. Avoid unnecessary red tapes that make the procedure too winding. Many salon management software programs allow prospects to see your schedule and book you at a time that is convenient to them.
Consider sponsoring community events such as sports, education, entertainment, and others. Not only does this show your contribution to the community but it's also a way to shout your salons name from the rooftops.
Influencer marketing is one of the latest effective ways of marketing. According to a Hubspot report, 50+% of millennials depend on influencer recommendations before purchasing a product. Even celebrities don't come close.
If you are on TikTok or Instagram, you possibly follow a couple of influencers in your local area. If not then you need to ASAP. Pick a few that have a big pool of followers, and send them a message to let them know you would like a collaboration.
If they agree, don't talk business online yet. Invite them to visit your shop, get a feel of it, and then proceed to lay down the rules of engagement. Influencers can cost an arm and a leg but their influence, when it pays, does so in big numbers.
You want to win your clients' loyalty right? That's a yes, of course. One way to do that is by creating experiences that satisfy customers. Wondering how?
Let's start with booking. This is where happy experiences begin. Your prospects should be able to book you at any time and without a hassle. You can make the process swift through salon booking software. Software programs not only make work easier but also factor in introverted individuals who would like to avoid speaking to people.
If booking is done through a website, then make the button as clear as possible. Avoid clutter. Additionally, the user interface should be user-friendly-meaning fonts and colors need to go easy on the eyes.
There are potentially hundreds of salons in your locality, all striving for the attention of customers that could be yours. You need to proactively market your business to ensure your client base doesn't grow thin.
Try some of the methods mentioned in this article using a salon marketing software for a simple workflow. Luckily, some of these methods like local recommendations and referrals don't cost a dime. All in all, we wish you the very best.
Being a local business, word of mouth is possibly the most effective, least costly way to get the word out. Other than that, you can use referral marketing or set up a commission system for your existing customers and staff.
First, strive to offer the best experiences so your existing customers feel obliged to recommend your shop. Secondly, attend local events, sponsor anything within an acceptable budget, and lastly, cooperate with other local businesses.
The simplest answer is more customers. And you can only get more customers if you invest a lot of effort in implementing time-tested marketing strategies such as social media, promotions, and commission-based marketing.
Are you ready to take the next step in growing your business? Well, let’s take a look at some simple and effective methods of attracting and retaining customers at your salon.
Employee management is one of the most taxing duties of running a salon. You need to draw up work contracts, accurately track commissions for each of your workers, communicate expected standards, direction, and more.
Like other industries, salon business, and the beauty industry, in general, is experiencing a boom. Colorful nails, glass skin, nail art, and other bold choices are on the rise.
One of the more prudent business decisions while running a salon, is to have some sort of customer retention plan offering special beauty tutorials or simply bettering your customer service.