There are many ways to dominate any given market in the salon & spa industry. You can have product dominance, when your product or service is the only such product or service in your area. You can have demographic dominance, where more people in any given demographic come to your salon as against all the competition.
And you can have media dominance, where your marketing message gets the lion’s share of any given media in that particular market.
Here’s an example of Media Dominance that most salon owners would give their right arm for. In Jannali, in the southern suburbs of Sydney, long-time Worldwide Salon Marketing member Cherie Underwood has owned Femme Fatale Beauty & Skin Care for a number of years. Several years ago WSM constructed a website for Cherie, which quickly became the top-ranked website for relevant search terms in her area. Last year, we built her another website – because it’s better to have two, three, ten websites than just one. A quick Google search for ‘beauty salon Jannali’ now brings up the following results on Page One of Google: When you analyze it, there are a number of things worth pointing out here: 1) Cherie’s original website, www.femmefatalebeauty.com.au, is the very first result on Page One. 2) One of the pages from that website is listed at No. 2 3) The YouTube video we set up for Cheri on her own YouTube channel is listed at No. 3 – important because about 30% of all online searches are for videos. Note that the link to the video contains her salon’s phone number; important because getting a phone call to book an appointment is certainly her Most Wanted Response 4) Cherie’s salon is listed at the very top of Google’s map listings for salons in Jannali. Here’s another example of Media Domination online. In Manly (Sydney) the competition among cosmetic clinics is fierce. But WSM member Alice Cassidy of Manly Cosmetic & Laser Clinic is enjoying marketplace dominance on the world’s biggest search engine thanks in large part to the ‘secret sauce’ SEO strategies our Director of Online, George Slater and his team inject into the websites we build for members. High up on the first page of Google search – for the search phrase ‘botox manly’ – Alice’s business occupies no fewer than four of the top five positions. The point is this: a combination of time, careful construction, frequent website updating, and an understanding of what it takes has given Cherie media dominance of her market. By achieving the top four spots on search listings, Cherie’s business has automatically reduced the amount of her competition her prospective customers can find. You simply can’t do it any better than that.