The industry norm suggests that it will take a new hair stylist more than 3 years to build a clientele. This is ridiculous, right? It’s no wonder that 80% of hair stylists quit in the first 18 months.
Most stylists out of beauty school can’t afford that much time to finally support themselves. This is a major problem…but it doesn’t have to be that way.
In this video, you will learn 6 valuable digital marketing tools that you can begin using in your salon today! These 6 tools, when implemented correctly, will build your clientele in 6 months or less.
The strategy is simple: Create a professional website, and use the digital tools I teach to drive traffic to your website. Read on for the 6 tools:
1. Salon Website
I want to be very clear: If you are a salon owner, you need a salon website. This may seem like a no-brainer, but I have met countless salon owners that think their Facebook page is good enough. Its not.
Your salon website should immediately tells the visitor that you are a salon/spa, how you will improve their life, and how to schedule an appointment.
In addition, your website needs to have online scheduling capabilities. If you don’t have your phone number and online scheduling button available right when the user loads your site, you are missing out on a ton of new clients.
Your website allows you to automate the scheduling and confirmation process which can save you hours doing the things that actually make you money! We like Rosy Salon Software because they are cutting edge, and there are a lot of really useful marketing tools that I use built within the software. Try them out for free for 30 days by using this link: https://goo.gl/GKek7K
2. Website SEO
Your website could be the most beautiful design, but if no one can find it in Google search, you aren’t going to get new appointments from your website…and that is the whole point. So you need to optimize your website to get that organic traffic that will convert visitors into first time hair clients.
There are several other things that will help your website rank in Google search like quality content on your web pages, geo-taging your images, and integrated social profiles.
When my wife and I first started out, we had these first 2 tools, and that is it. We had a website with online scheduling, and I optimized our website so that it ranked in Google search. To this day, we get a minimum of 40 new clients each month organically. That means we dont spend a penny on advertising. They do a Google search, find us at the top, click our website, and schedule an appointment. It is that easy and its that important….and once you have set it up, you really dont have to do much to maintain it.
3. Google My Business
Next is your Google My Business listing. This is a free listing that will also appear organically in Google search if it is optimized properly. So if you can take up this second position on the front page of local search, you are going to be one of three salons that are getting all the new clients.
This listing lets you post pictures, has all your business information, and is the place where your clients can post reviews. Positive salon reviews are gold for getting new hair clients. I can’t tell you how many times new clients have told us they called because of all our awesome reviews.
Video is my favorite! You can do so much valuable salon promotion using video. Your salon video is what will build trust with your client because they are able to preview their experience with you before they ever enter the salon.
If you utilize video properly in your salon, its going to look like you got your stuff together, and is going to set you apart from every other salon in your city, because chances are pretty good, no one else in your city is using video properly.
Video has the unique ability to connect with the audience unlike a static website because there is action. When someone watches your salon promotional video, they can see your face, hear your voice and experience a little bit of your personality, which all build trust. And when someone is looking for a new hairdresser, they are definitely looking for someone they can like and trust.
I believe every salon should have one professionally done brand video that is 60-90 seconds long. Its really important that this video has high quality footage and audio, background music, and a compelling story.
Other than that, there are several other ways you could use video to engage your audience with just your smart phone using Facebook live, Instagram, and other platforms. I list other video strategies in the video above.
5. Facebook ads
Out of all the digital marketing tools that I am talking about today, this is the only one that is going to require a little bit of a budget. But let me tell you, it is pretty inexpensive to get your message in front of a highly targeted list of prospective clients.
Now, let me be clear up front: I only recommend paying for strategic Facebook ads that have a well thought out marketing funnel that begins with the ad, and ends with a new client scheduled. In other words, don’t throw money at Facebook, boosting your posts and hope for the best. You need to have a clearly thought out strategy like the one I am about to show you.
There are 5 parts that you need to plan out, to have a successful Facebook ad campaign that will actually attract new customers: The offer, Ad copy, ad targeting, Ad (irresistible offer), squeeze page, redirect to online scheduling or to thank you page. (See video above for explanation on each)
The first 5 tools are all about capturing that first time client. But if you don’t get that first time client to book a second appointment, you are constantly going to be hustling for first time clients, and it will take way longer.
With this strategy, you should be able to get at least 10 new clients per week, and if you can have a return rate of 40% (You should actually be able to have a 60% return rate), that is 88 clients at the end of 6 months…which means you did it!
So how do you get new clients to book that second appointment?
There are some very good strategies out there. My philosophy is all about the scarcity principle. We only offer them appointments for next week and beyond. Even-though we may have open appointments this week, scheduling for next week give them the impression that we are full, which psychologically makes them want to get on the schedule even more.
Of course you have to feel it out on the phone so that you don’t lose any potential clients, but we never offer same day appointments unless that is the only way she will schedule. When we offer to pre-book while they are in for their first appointment, they remember that we are booked out a couple weeks, and are more likely to pre-book their appointment right there in person.
There are a couple other strategies that we use that are lined out in the video above…but if you can create a good script, and shoot for the 40% client retention mark, you are on your way to a full book in 6 months or less!
I hope you will take the next step to learn how to implement all these strategies in your salon so you can grow your clientele 5x faster than you would on your own.
Please let me know if you have any questions below, and make today extraordinary!