Has your salon or spa customer-base fallen flat? It may be time to rethink your marketing strategy in order to attract leads and turn them into loyal customers. The following best practices will help you decide the right methods to advertise your salon to attract new, repeat customers.
Industry events are a great way to bring your business to the public. Salon or spa conventions, community, or in-store events provide you with a built-in customer base. Use these events to showcase services and products and consider offering free treatments (i.e., massage therapy, hair services, nail treatments) with promotional offers for future services. Conventions and events like these usually draw crowds from all over the nation.
Consider networking with local businesses that cater to a similar audience (florists, bridal boutiques, restaurants, etc.) and cross-promote one another’s products or services. Advertise your offer on their social media and digital platforms as well as in-store, and then return the favor by doing the same for their business. Invite the business owner to your salon or spa to enjoy the promotion—for free. Networking can go a long way when done right. Cross-promoting is not a one-time marketing method, however. You will need to develop a long-term relationship with local businesses, which will encourage long-term relationships with customers—repeat customers.
Social media is influential and shouldn’t be overlooked when planning your advertising budget. Consider that 93% of purchasing decisions are influenced by social media. Customers expect to engage with a brand and personal engagement fosters feelings of connection.
Consider holding special promotions or contests on a monthly basis. Highlight current customers and have them describe a positive experience they’ve had with your business. Don’t forget to include images! Show before and after shots and tell stories through professional photography or videos. Visual content is making a huge impact on reach, engagement, and sales—between April 2015 and November 2015 the total amount of video views on Facebook doubled from 4 billion per day to 8 billion per day. Be authentic!
Digital reach creates connections in mere seconds. In one click, a customer can do an online search of local businesses and read reviews, check prices, services, and call for an appointment. If you aren’t listed in web directories, your business will be passed up for a competitor that is listed. Online directories such as Yelp, Google, Yahoo, and Angie’s List offer a quick overview of local businesses. Internet searches are now the primary way for finding local businesses and reviews. This is another advertising tool that you shouldn’t be without.
Excellent Customer Service
Providing excellent service is the foundation of a successful business. You also need to build a positive reputation within your community. Word-of-mouth is powerful and can make or break you and your business. Repeat customers are repeat customers because they are pleased with the service or products they receive.
Your online presence needs to measure up to great service too. Managing your online reputation by swiftly handling complaints, questions, and other issues can do wonders for your business. For example, if your business is listed on Yelp and you receive a negative review, don’t close the page and pretend you never read it. Promptly reply to the customer and do whatever is necessary to rectify the situation. Objectively validate their concerns. It’s been said that the customer isn’t always right, but they are the customer. Always go above and beyond—it will be noticed and you’ll surely be rewarded with repeat customers.
Building a customer database gives you an open door to promote sales and offers to an audience that has chosen to sign up for your emails, newsletters, offers, and events calendar. Using emails collected from social media, in-store contests, events, and in-store contact forms, you can create an eCommerce campaign that includes sending out emails, text messages, and social media messages promoting current offers, discount coupons, and events. Keep the content fresh and remember to offer something of value that is aligned with what you sell or provide.
People are more mobile and connected than ever before—80% of mobile subscribers now own a smartphone—and expect to land on a website that is easy to navigate and responsive to whatever device they are using. A mobile responsive website scales the content to fit any size screen to ensure a pleasant user-experience. Don’t forget to include mobile coupons too. Recent research shows that 77% of shoppers spend $10-$50 more than anticipated when redeeming mobile coupons.
Attentions spans are shorter now—the average is eight seconds of attention—thanks to the deluge of digital content and mobile internet access. The takeaway? Focus your content and make sure it grabs the attention of your visitors within those eight seconds of time.
A loyalty program rewards frequent customers and may also work as a VIP system giving repeat customers access to new products, services, special promotions, and events. People want to be rewarded for loyal patronage and expect to earn savings and special offers when they invest heavily in your business. Giving something of value to your customers will encourage repeat business. Don’t forget to test the return on investment of your loyalty program to ensure it is truly attracting repeat customers.
Start Attracting New Customers Today!
Ultimately, you need to decide how to attract repeat customers and how to advertise your salon or spa. You may already be using some of these methods. If so, assess your current situation and measure your results. If you aren’t gaining any traction, decide whether you should make a few adjustments or completely overhaul the plan. Then choose one or two methods that you haven’t tried. Focus on engagement and prepare for an influx of customers!