Marketing in the beauty industry. What to look out for in your salon's marketing efforts?
You run your own beauty salon but have few customers visiting? Set your sights on effective marketing in the beauty industry! Find out which advertising methods are worth considering to get the best effect without incurring high costs.
How to promote a beauty salon?
There are an estimated 100,000 beauty salons in Poland. Due to the high level of competition, but also due to the specific nature of the target group, advertising a company in the beauty industry, for example a beauty salon, hair, barber or manicure salon, requires the use of appropriately selected advertising methods.
How to attract customers to a beauty salon and make them use it again and again? Here are methods to help you build brand recognition and reach a wide audience.
1. Salon name
If you are just at the stage of setting up your own business, remember that the right name makes a big difference in terms of perception and recognition.
A good beauty salon name should be original and catchy, it should attract attention and evoke positive associations.
Keep in mind, however, that narrowing your business name down to just one service, such as nail styling, could prove to be a dead end when you expand your offering to include new services in the future. When you are planning for growth, opt for a more universal nomenclature.
2. Corporate identity
The corporate identity of the beauty salon is one of the very important elements in building a recognisable brand.
The main distinguishing element of your salon should be its logo. It is the one that will be presented on your signboard, business cards, flyers, website, so it must be immediately striking and express your values. Remember also to make it consistent with the planned style of the living room design.
3. Outdoor marketing + printed materials
Realise the potential of your salon's location. Attention-grabbing outdoor advertising can attract many customers and encourage them to come in.
Opt for a signboard, banner or illuminated letters that is visible from a distance but elegant. Take care of the display window arrangement and decorate the entrance to the salon with tasteful lighting and plant pots. You can also use other eye-catching elements, such as a stumbling block.
As part of your external marketing, also think about ordering personalised printed material - business cards, flyers, paper shopping bags.
4. Online marketing
Online marketing in the beauty industry offers a wide range of methods to reach customers. Before you start using them, invest in your own website, create your Facebook fanpage and set up a profile on Google My Business.
Below you will find ways to effectively promote your beauty salon online:
- Social media marketing – advertising on Facebook and Instagram is one of the most effective ways today to get a company wide reach in the beauty industry. Post regularly, engage fans, organise events and competitions, contribute to themed groups and nurture customer relationships. Also take advantage of paid advertising, which allows you to reach a precisely targeted audience. Don't forget to use your salon name hashtag!
- Google Ads – with this advertising system you can promote your salon locally on Google search using relevant keywords. You can also advertise it on the Google network, for example on portals and blogs.
- Content marketing – useful content published on the blog, sponsored articles, interviews build recognition and further support the positioning of the salon website.
- Video marketing – service presentations, tutorials, tips published on YouTube will also help you reach new audiences.
- Online appointment booking apps – these make it easier for customers to make appointments, while you can promote your salon using well-known and recognised booking sites.
5. Influencer marketing
With the power of influencers, you can reach a large customer base. Find people who are interested in your offer and present it to their audience. Remember to draw up a cooperation agreement!
6. Salon review
Look after your salon's reputation. High-quality services and professional service are the basis for gaining positive comments. Encourage customers to submit recommendations on the salon's online profiles. Respond to negative comments by trying to resolve matters amicably.
Beauty salon promotion – what is worth remembering?
If you want to market your beauty salon effectively, keep the following tips in mind:
- Prepare a marketing plan outlining your objectives, resources and promotional methods.
- Target your message to a precise audience rather than to every possible audience.
- Opt for a high quality service that will keep customers coming back to the salon to use it again.
- Focus on building relationships with those customers who are already using your services, so they will recommend them to others.
- Continuous price discounts are not necessary to generate more interest in the offer. Reserve them for your regular customers as part of your loyalty programmes.
Summary
Effective beauty salon marketing will help you build a large group of loyal customers to keep your business growing rapidly. By making use of targeted advertising methods, you can ensure that you are recognised and have a stable position in the industry, and your appointment book will always be full of appointments!