[VIDEO] Anatomy of a Successful Salon Website/Social Media Promotion

[VIDEO] Anatomy of a Successful Salon Website/Social Media Promotion

Having a great looking website is one thing, Getting traffic to it is quite another.

In Hobart, Escape Skin & Body owner Effie Tsoplouos was delighted with the brand new website our team at Worldwide Salon Marketing had designed and built, with constant input from Effie herself.

Now, she wanted to get her clients to start noticing it, browsing through it, looking at all her products and services – and spending money!

So Effie came up with a unique promotion, her “Elf on a Shelf” competition.

Elf on a Shelf salon promotionElf on the Shelf is a Christmas tradition where a special scout is sent to your home from the North Pole to encourage kids to behave themselves. The idea is that Santa’s little helper watches the children by day, and each night, he or she returns to the North Pole to report on whether the children were naughty or nice.

On one of the 62 pages on her website, we placed a tiny image of the Elf on a Shelf. 

Effie recorded a video and posted it on Escape’s Facebook page: 

Result?

Within a couple of days, more than 60 people had crawled over every page of her website, looking for that tiny Elf.

Many found it, and filled in the form after clicking on the tiny Elf. 

Even the draw was recorded on video and posted on Facebook: 

So, why would you do something like this? 

1) It creates a buzz of engagement and activity on social media

2) It gave the salon more than 60 new names and email addresses they might not already have. (Not everybody on your Facebook page is already a client, right?) 

3) It gave the new website an immediate ‘traffic hit’ – and that tells Google the website is popular and visited by people who stay there – in this case, a long time, given they had to trawl through many pages to find the little elf. 

4) And of course, that helps the ranking on Google searches – which, as we all know, is absolutely essential. Getting potential new clients finding you at the very top of Google searches dramatically increases your chances of converting them into customers. 

Feel your website could do with some love and attention? 

Click the link below and get a FREE, comprehensive Website Health Check and Report – and we’ll email it to you within 48 hours. 

Voice Search: Getting Your Salon Business Found on Google

Voice Search: Getting Your Salon Business Found on Google

VIDEO BELOW: How to capitalize on the move to Voice Search in 2020

You’ve done it yourself, right?

You’ve picked up your phone, and demanded something like “Hey Siri (or her Android equivalent), find me a seafood restaurant nearby…”

Thanks to smart phones, and gadgets like Amazon’s Alexa, and Google Home, 2020 is the year that voice search will start taking over from ‘old-fashioned’ practises like typing in a search term using a keyboard.

And that has huge implications for how your salon or spa business is going to be found in Google searches from now on.

You already know that unless you’re found on the first page of Google searches, you may as well not exist.

Well, the coming voice search boom is beginning to up-end many of the ‘rules’ that govern how businesses appear in search results.

Here’s a short grab from a live Q&A session with some of our Client Attraction System salon members as our former Director of Online, George Slater explains how all businesses will have to update their online presence for voice search…

(Members can watch a recording of the whole webinar here.)

Case Study – how to profit from another salon’s database.

Case Study – how to profit from another salon’s database.

It’s all very well having a Salon Business Plan. But if that plan doesn’t include specific details about how you’re actually going to find clients, then it isn’t worth much as a plan. 

Here’s a great example of how to ‘put a salon business plan into action’.

George and Kim Astropalitis were in a quandary. Their Chroma Hair Studio business in Highgate Hill, Brisbane was faced with a huge opportunity, but they just weren’t sure how to capitalize on it.

A salon in the next suburb had gone out of business. George had a hunch the failed salon might possess a very large database of past and present clients, since it had been operating for many years. But how to get hold of that database? And what to do with it if he did?

The answer to the first question was simple. He just called the owner, and asked if she’d like to sell her client list. Clearly unaware that the real value of any business is ‘in the list’, she agreed to sell the client roll…for basically lunch money, a few hundred dollars.

But what now? George signed up as a Client Attraction System member, and with the guidance of our Facebook Group, got to work on a carefully-planned strategy to wring as much value from the new database as possible.

First, creating a special ‘hidden’ page on the website and then, developing a series of email and SMS messages directing the target market to that page.

Within two weeks, Chroma Hair Studio had nearly ONE HUNDRED new clients. And that’s just the start. Here’s George on video, describing what happened, and how they did it.

 

To learn ideas and use proven, ready to download marketing templates like George, learn more about the Client Attraction System

Read the interview:

George: So a salon in our area, regrettably, you know, these things happen and they close down. We were able to contact the previous owner. And we were able to buy her database, her computer and database list of clients on.

We’ve taken that and we’ve imported that into our, our Point Of Sale software system and we’ve started a series of campaign with, with Greg’s guidance in terms of offers and how we should structure things.

And we’ve got a series of email and SMS happening and that’s going out to the previous clients of that salon that closed down.

Greg: And what results have you had so far from that, George?

George: Yeah, pretty good, um, what we’re going out by email and SMS at the same time. We did our first round of all sending out about 10 days or so ago. And in that first round we booked around 80 clients looking for appointments with us. And of course, we’re trying to do all the right things internally and you know, get the re-bookings right and get them returning again. And we’ve just, today, done our second round of marketing and again that’s via email and SMS and the phones are running hot again this morning. I can see that in terms of people filling in online forms, and in the first couple of hours this morning, we’ve got 15 or 18 forms (filled in) for us to call people back and book them in. And the girls informed me that the, the phone has been running off the hook again at the actual salon where people ringing to take up the offer and book appointments in.

Greg: And so what are the numbers you bought a database, you paid a few hundred dollars for a database of how many clients?

George: Ah, so look, they had 10,000 – about 10,000 people in the database, not sure how up to date the database was. I suspect some of that was quite old, may be irrelevant, but nonetheless, it still gives us another name or number that you can reach out, that you can, you can, you reach and make contact.

Greg: And how many do you think you’ve reached out and actually made contact with?

George: In terms of the people who’ve rung and made appointments, I’d say that we’re approaching 100 or past the hundred mark. So you know, that’s a hundred new people coming into our salon from a couple of marketing campaigns.

Greg: And a hundred people at say, $1,000 a year each if they stay on?

George: Yeah it’d be nice to keep them as a regular. You know what we’ve got to get ourselves a benchmark of what we’d like to retain of those people are but yes, certainly if we retained a hundred of these people as a regular client, yeah, it would have to be worth $100,000 or $150,000 a year to the turnover of the business.

Greg: So, the process you went through was you set up the offers on your website and then you emailed the client base you SMSd them with links to that page on your website?

George: Yeah, we created like a hidden page on our website. We had the offers on there, we had a video that you recommended we do, and that actually has gone really well. So we did an invitation, a welcome video and then of course, we just used the link to that secret page on our website and that went into the SMS’s and the email. So they were clicking through essentially going through our website and then from there they could either fill out a form or they could just give us a call. Salons and spas close down every day, every week, all over the place.

Greg: So what would you recommend people try to contact those former owners and, and perhaps look at buying their databases?

George: Oh yeah, look, uh huh yeah, buying this database with kind of an off the cuff thought for us, it’s not something that we really considered as a strategic marketing ploy, but based on what we’ve seen already yeah if your thing. Yeah, if you’re seeing a hair salon or beauty salon in your vicinity closing down, it is definitely worth contacting that, that previous owner and seeing whether they’re willing to sell you their client database. It’s definitely been a positive outcome for us.

Setting Yourself Up for Salon Business Success in 2020

Setting Yourself Up for Salon Business Success in 2020

“I’m just starting out in my salon business,” she said. “Obviously, I need clients. So I was thinking I will just need a Facebook page, and maybe a sign on the street…”

Hmmmm. We get a LOT of inquiries like that. Inquiries that betray a not-unexpected naivety about what it actually takes to start and run a successful business. (NOTE: by successful, we mean a business that doesn’t rely entirely on the owner to generate all the income. That’s not a business. It’s a JOB. Stands for Just Over Broke.)

So we’ve created this graphic to give you an idea of what a successful business (kinda!) looks like. It’s a lot like an iceberg. 

Most of an iceberg is invisible, below the waterline. Only the tip is visible in clear air. Fully 90% of it isn’t visible.

And that’s the bit, like the foundations of a house, that supports the tip. It’s where all the stuff that you and your clients don’t see is built, maintained, tweaked, tested and refined.

The tip of the iceberg is easy to visualize. It’s the obvious stuff. Your shop. Your website. Your social media. Maybe, if you do any, your advertising.

The 90% under the water is where most new salon owners (and a lot who’ve been in business for years and still struggle with it) have trouble imagining.

So let’s go through just a few of the above in a bit more detail.

Search Engine Optimization (or SEO): 

Lots of salons have a website these days. A website is an iceberg all by itself.
The bit you see on your screen is just the tip.  Just about any kid with a laptop can build one. But if a prospective client can’t find your website when they search on Google for “hair salon (your town)” or “cosmetic tattooing (your suburb)”, then your website is pretty much useless. The tedious, technical and manual-labor process of getting your website seen on Page One of Google is called Search Engine Optimization. It’s not cheap, precisely because it’s so labor-intensive. But don’t even think about spending money on building a website without also budgeting for the SEO process. Otherwise you may as well flush your money down the toilet.

Here’s a new site we built recently for one of our long-term Members, Escape Skin & Body in Hobart, TAS: 

It’s a beautiful site, and took more than four months to build, with constant liaison between our development team and the salon’s owner. 

But it would have been a waste of money if we’d just built the site without paying attention to the SEO that keeps it right at the top of search results, as you’ll see here: 

RESOURCE: Worldwide Salon Marketing builds, maintains and optimizes websites for hundreds of salons & spas around the world. Call +61-8-9443 9327 and ask for me or Sam. 

Google Business Listing: 

These are the listings that appear at the top any Google search for a product or service in your area. The graphic below shows typical Google Business Listing results, in this case for a search for “hair salon berwick” – they appear at the very top of searches, which means that your Google Business Listing is even more important than your company website. You have to treat your GBL as if it were a separate, stand-alone website – it has to be set up correctly, and it has to be optimized not just with the right photos and business information, but with backlinks and citations from elsewhere on the internet. See how Allura Hairdressing Boutique appears at the top of the ‘Big Three’? This salon gets more than 200 calls per month from prospective new clients who have found it and ‘clicked to call’ on their smartphones.

 

Watch: 

Here’s a simple explanation of the immense value of ‘online real estate’: 

RESOURCEWorldwide Salon Marketing sets up and optimizes Google Business Listings for scores of salons & spas around the world. If you want more info, simply pick up the phone and call our head office, +61-8-9443-9327.

Database Management: You simply cannot efficiently and effectively manage a salon or spa business without a competent booking and appointment software program. There are scores of these on the market, and most of them do a pretty good job.

Social Media Advertising: Everybody knows about Facebook. But have you ever noticed how hardly anybody sees your business promotions when you simply post them in your business page timeline? Yep, that’s because Facebook wants to you pay for advertising to reach more people.
Advertising on Facebook can be incredibly effective, if it’s done the right way. That requires time, patience, technical ability, some talent with graphics, and a clear idea of what outcome you want.

Watch:

Here’s a brief video on how to make your Facebook (and Google!) advertising work for you:

Website Lead Capture: Websites only have two prime purposes; 1) to sell stuff/generate appointments, and 2) to capture the contact details of people who might not be ready to buy yet, but will in the future…IF you keep marketing to them. A lead-capture device is just a form on your website that they fill in to get something for free, for example, a free gift voucher. In exchange, you get their contact details.

 

Watch what I mean here: 

Online Reviews:

As you’ll see in the graphic below, Worldwide Salon Marketing member salon About You Salon in Gatlinburg Tennessee, Organic Infusion and Fox Place Salon & Spa, all have a star rating. That’s because they have reviews – an online version of testimonials. These are reviews on Google – reviews on Facebook are all very well, but Google takes more notice of reviews on its own search platform. Salons with reviews and star ratings get more calls than salons without.

Advance Planning Promotions: Most salon owners do their marketing ad hoc. In other words, “Gee, it’s Friday, I need customers for Monday…better think about that…”
It’s not good enough. And it’s scary. Better: plan your entire marketing year in advance. You know that throughout the year there are many marketing ‘trigger’ events – Christmas, Mothers Day, Black Friday, Change of Seasons and more. You can make a LONG list of events and special occasions, many of them only relevant to your salon, or your local area.
Once you’ve made a list (a big wall calendar is a good idea) you can then plan for each event. In many cases, weeks out.
But you need tools, templates, systems to help you do that, otherwise you’re just reinventing the wheel every time.

FREE RESOURCE: 

Get your own online ‘real estate’ audited at no cost by my team of online marketing and technical specialists: 

I hope at least some of that you’ve found helpful!

Founder
www.worldwidesalonmarketing.com

Your 6-Step Salon Success Roadmap for 2020

The Christmas/New Year madness is done and dusted.

As you gaze into the crystal ball for 2020, what do you see for your business?

A limp re-hash of 2019…or a newly-dynamic, expanding, organised enterprise with systems in place that bring a constant flow of new and returning clients?

Marketing success isn’t a happy accident – it takes planning, focus, ACTION, and a well-defined infrastructure in place to help you take advantage of opportunities as they appear. But what does this infrastructure look like? Here’s the Worldwide Salon Marketing Blueprint.

Think of these Ten Essentials like the internal structure of a small sailing ship – the keel, ribs, bulkheads, pumps and labyrinth of wiring and hydraulic plumbing – all hidden from public view – that all work together as a system to keep the vessel afloat and drive it through the waves.

1) Your DATABASE.

Your database is like the keel of a ship…unseen, but VITAL.

The keel of your ship. And like a ship’s keel, it’s THE very foundation of a successful salon.

Anyone these days who still believes you can efficiently and effectively run and market a hair or beauty business using names written on the pages of a school exercise book is either seriously deluded, or accustomed to fighting battles blindfolded and with one arm tied behind your back.

Your list of clients – their names, their (full!) contact details, what they’ve previously purchased, their date of birth, their average spend…all of this information is GOLD.

But most of this vital information is useless unless it’s collated in a properly-organised database.

If you wanted to create a special offer appealing particularly to women aged between 29 and 45 who have one or more children and a history of buying facials and/or brazilian waxes, and email/SMS them with a link to that offer on your website, you simply cannot do it effectively and efficiently without those details in a database.

The price of computer-based systems has plummeted.

There are now scores of purpose-built, off-the-shelf database systems designed specifically for the hair & beauty industry.

You can implement a complete Point of Sale and Client Management system in your salon, and have it up and running inside 24 hours, for as little as $29 a month. There’s absolutely no excuse any more.

2) Testimonials and Online REVIEWS.

Testimonials and word of mouth have always been a primary source of new clients. Online reviews are the new word-of-mouth. Nobody these days would dream of booking an overseas trip or a new restaurant without Googling first and reading reviews.

And online reviews are now THE crucial piece of information prospects seek when they’re searching for a salon or spa. Many of our Member salons report getting 10, 20, even 30 new clients every month because of the prominence and sheer volume of their online reviews.

There are literally dozens of review sites – Yelp, True Local, Womo, Tripadvisor and more – but for most local service businesses like salons & spas, there is one review site that stands head and shoulders above the others. And that’s 

GOOGLE!

Think about it. 

You’re looking for a restaurant, or a travel agent, or a hair salon in your local area. What do YOU do? You pick up your phone, open a browser and Google “hair salon near me” or “waxing Sydney…”

Most people do that. And what do they find at the top of their search? Something like this: 

See all those reviews? 

One of the (many) reasons these three salons appear at the top of the search results for “hair salon Melbourne CBD” is because of their many reviews. 

This is what Google shows first, because Google owns the platform. They’re not going to show Facebook reviews or Yelp reviews before their own!

How to get reviews on your Google listing: 

1) Log into your Google account and find your Google My Business listing.

2) Find the “Get More Reviews” box on the home page of your listing. Click ‘share profile’ and it will give you a link you can send to clients. 

3) TEXT or email your client: “Thanks for coming in today (name)-) I’d love it if you’d write a short review on our Google listing. Just click here (and copy the link.)

sms marketingWSM members: in the Client Attraction System here, you’ll find the How to Get Masses of Online Reviews pack you can download, complete with done-for-you templates you can use to both collect reviews (the easy way) at your reception desk, and to send to clients by email.

Not a Member? In WSM’s flagship Client Attraction System marketing & mentoring program, you get unlimited access to the world’s largest and most comprehensive library of business & marketing resources designed and continually updated ONLY for salons and spas, as well as technical support, wesbsite and mobile app support, search engine optimization, and one-on-one coaching and guidance. Strictly limited to those salon owners who want to be business owners and entrepreneurs, not merely technicians. Go here to find out more.

 

3) VIDEO – simple, quick, easily uploaded – and devastatingly effective.

Your smart-phone is your friend. It’s also the friend of every single one of your clients, because everyone has one! They do almost everything on their smart phone – they browse the web, post to social media, send messages to their friends, shop, and…they watch videos. Smart salon owners – particularly those members of our My Social Salon program – are beginning to use videos as a stunningly effective tool to both reach out to their clients with interesting content, as well as generating instant business.

Here’s what to do:

1) Shoot a short video using your iPhone or Android. It can be just about anything – a quick ‘selfie’ interview with a happy client, a one-minute ‘how-to’ video featuring a new treatment or service in your salon, an introduction from a new staff member, a special promotion you’re running.

Here’s an example from one of our Members, Anita Bowe of Twisted Desire in Queensland:

Here’s another example from Carolyn Evans of Absolique Hair Health in Brisbane:

 

Any salon owner can do this! If you can touch the ‘record’ button on your smart-phone, or get one of your staff to do it, you CAN do this. But it’s what happens next that makes the magic.

2) Upload your video – straight from your smart-phone – to YouTube. For this you’ll need a free Google account (if you already use gmail, you’ll already have a Google account.) The whole process takes just a few minutes. YouTube will ask you for a Title, and a Description. In the ‘Title’ field, type a few words of what the video is about, and don’t forget to include your phone number, and your location. Why? Because Google uses this information as part of its Search Engine Optimisation process – if people see your video by going to the YouTube website, you want them to be able to see where you are and how to contact you.

You can simply leave your video there on YouTube. However, it’s smarter, if you know how, to then embed your video directly into your website.

Here’s an example on our Member, Escape Skin & Body’s website (just go to the home page and scroll down a little.) 

3) SMS and email your clients with links to the videos.

Here’s where you get the impact, and the results.

There’s no point in recording videos, uploading them, embedding them in your website if you don’t tell anybody about it.

Even if you don’t have everybody’s email address, you no doubt have every client’s mobile phone number. Send out a group text message, eg “Hi Jane, it’s Mary from (your salon name), I’ve just uploaded a quick video on a brilliant new hair style we’re doing, would love your feedback, check it out here: http://bit.ly/1vpCgGp and give me a call on 000 000 000″

(Hint: web addresses can be loooong – and soak up a lot of characters in an SMS. To shorten the link, copy the web address where the video is and go to www.bitly.com, paste the address of your video into the field in bitly, and it’ll instantly give you a much shorter link you can use in your text message and email. If you have email addresses of your clients, send them an email as well as a text message.)

You can do a video like these examples every week. Your clients will love them.

 

4) Your Website – but that’s just the start. 

If your current website – and all the other infrastructure around it, like Google Maps, reviews, videos etc – is bringing you a steady, measurable, identifiable stream of customers and clients every month, then you probably don’t need to do too much with it. If it’s already on the first page of Google for relevant searches, like ‘hair salon (your suburb)’ well and good.

But if you’re NOT getting a steady stream of clients who find you online, it’s time to ramp it up – or be left behind.

Here’s what to check:

1) Test your website’s Google ranking like this; open the Google Chrome web browser and ‘go incognito’ by pressing ‘control’ + ‘shift+ ‘n’ so Google doesn’t know who you are and gives you totally fresh results.

In the search bar, type what you think people in your area are searching for, e.g., ‘waxing’ and then your location or major geographical area, like ‘waxing northern beaches’.

If your website isn’t listed on the first page, it’s nowhere, and needs work.

Nobody searches Page Two.

2) Is your business appearing in the Google Business Listings? If not, you need to ‘claim’ your listing, and that involves generating an old-fashioned hard copy postcard from Google with a PIN number in it. They’ll mail it to you.

3) Look up your website on your smart-phone’s web browser. If all you get is a tiny version of the whole main website, it’s not mobile resp0nsive. That’s a problem, because more than half of web searches these days are done on mobile phones, and if all prospects get to see is a tiny version of your main website, not only will Google eventually downgrade your site in the rankings, but prospective customers will find it too hard to read, and go elsewhere.

4) Is your phone number prominent at the top of your website? It needs to be. On your smart phone, is your phone number appearing as a ‘hot’ or ‘click to call’ link? If not, it needs to be. Don’t make people jump through hoops just to call you.

5) Is your website being updated frequently and regularly with fresh content – text and images? If not, it needs to be. Google ranks websites it sees as being ‘loved’ and updated regularly. There’s no such thing as a ‘finished’ website.

5) Social Media – it’s for building relationships, not immediate sales. 

Facebook, and to a lesser extent Twitter, Pinterest and Instagram, can be useful to help build rapport and interaction with your ‘fans’. But they’re a LONG way from being the be-all and end-all.

In fact, Facebook particularly is becoming less so, as the company is constantly making it harder to reach your audience unless you’re prepared to pay.

It’s not ‘Free’ marketing by a long shot. Relying on Facebook and other social media platforms entirely to drive customers into your business is just plain dumb. If you do that, you WILL fail.

But there are ways of using Facebook much smarter than most people realise.

1) Never, ever ‘boost’ a post in an effort to reach more people. It’s expensive, and generally unproductive. A better way is to use Facebook ads. But it can be tricky, with major traps for the unwary.

2) People use Facebook and other social media to be social. They don’t go to Facebook to buy stuff. So post stuff on your business page that is engaging, that has been shown to get likes, shares and comments. Pictures, videos, funny stuff. Occasionally, a pitch or special offer.

But Facebook is not a selling platform, it’s an engagement platform. (Hint: if you’ve uploaded on of your videos to YouTube, do NOT merely post a link to that video into your FB page. Instead, upload your video directly into Facebook. It plays better that way, and doesn’t take people away from your page like a YouTube video does.)

6) Paid Online Advertising

If you’re serious about marketing your business, then you must use paid advertising – on the two biggest online platforms, Facebook (and to a lesser extent, Instagram) and Google.

As example, our digital marketing team set up the campaign above (and a similar ad on Google) for one of our members, Lorina Cassidy-Reid of Original Skin Tattoo Removal in Canberra.

Those ads – and variations of them – continue to bring in a steady stream of two, three or four appointments every day.

You can post nice updates on your Facebook business page till you’re blue in the face, but if you really want your stuff to be seen by the most people, and acted on, paid ads are the way to go.

But there are smart ways, and dumb ways, to advertising online, as I explain in this short video here: 

 

If you need any clarification of the above, or just want to discuss your hopes, goals and plans, feel free to call me or one of my specialist team on +61-8-94439327. 

We’re old fashioned. We like phone calls.