Article by Larissa Macleman – Timely Software BDM.
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I speak with many salon owners who tell me, “I post on Facebook from time to time, but I don’t really know what to post and when.” Other times they say, ”I know I should be on social media more, and I need a plan of attack.” Well thankfully I know a thing or two about salons and social media.
When I started using social Media in my salon it was still relatively new and I didn’t really know what or how to use it as a business tool. After I sold my salon, and before I joined Timely Salon Software, I ran a small social media consultancy business I was able to see first hand how much of an impact social media could have on a business. I was able to grow salon businesses, increase profits, and strengthen relationships between the salon and their clientele. Here are some of the tips I’ve learned on how to get a business started with social media.
The secret to doing well on social media is to know your audience intimately. What type of client do you want to attract? Who are the clients you have in your salon now, and do you love to look after them when they’re in your chair? We all have clients who complain, moan and are never happy with what we do, but they still keep coming back and causing you grief. Lets not focus on attracting more like them. You can be picky about who you you choose to promote your business to.
Build a clear picture of who your perfect client is and give her a name. Build a virtual profile based on what she does, where she goes, and what personal values she has. Let’s start by giving her a name – we’ll call her Jessica. What social media platform does Jessica use? Is she in her 50’s and and in need of a regular colour touch up, or is she in her early 20’s and wanting to look like the latest celebrity? You’ll speak differently to Jessica depending on who she is as a person.
Once you know who Jessica is, you can speak directly to her in all of your business marketing. This starts with picking the right social media platform. If Jessica is 45-55 year old career woman, she is more likely to be on LinkedIn and Twitter than on Instagram and Snapchat, so take that into consideration when choosing your social platform. The 25 year old Jessica who loves to follow celebrity fashion might hang out in Instagram to keep up with the Jenners and Amy Pham, so making sure you have a presence on the right platform for your business is the first step.
My advice would be to nail Facebook before you venture out onto other social platforms, since everyone is on Facebook.
Now you know where Jessica hangs out online, it’s time to start sharing with her.
Show Jessica who you are as a brand and salon team. Post pictures of the hair you do or real things your team get up to outside of work, like courses they attend and team building activities. Continue the real conversations you have inside your salon on your social media pages.
It’s important to be relevant with what you post. There are so many pages posting so many things but you need to be known for something on social media. You’re a hair salon, so post things that are about salons or come from a hair salon’s perspective. For example, a picture of a cute dog is not relevant to your salon, but if the dog has a very cute hairstyle or has come in with a client, it might be.
Also remember that everything you post should be directed at Jessica. Keep in mind that you’re speaking to her. Before you push send, ask yourself if what you’re posting is relevant to your business and interesting to Jessica.
The final thing to keep in mind is that social media is about a conversation. It starts inside your salon business and should be continued through your social pages between salon visits. Hair salons are not only about doing hair; they are a place where we build strong client-stylist relationships, which adds significant value to the salon experience. Social media allows you to build and strengthen those relationships by maintaining your rapport outside your place of business.
Social media doesn’t need to be a challenge if you see it as a way to continue your customer conversations and build relationships while they’re away. Of course to do this you need to know who you’re speaking to. Creating a profile of your perfect client will allow you to speak directly to them and keep them interested in who you are and what you do. Use this as a guideline when deciding what to post and when, and you will do just fine on your salon’s social media.
Good luck out there!
Marketing & Business Development Manager at Timely Software. After 20 years of owning an award-winning salon and 3 years running online marketing businesses, Larissa knows first-hand how hard it is to keep up with the evolving digital landscape, while keeping clients happy and looking after the day-to-day pressures of running a business. firstname.lastname@example.org
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