Case Study: Tattoo Removal Facebook & Google Ad Campaign

Case Study: Tattoo Removal Facebook & Google Ad Campaign

Advertising on Google and Facebook isn’t about luck. It’s about having the right structure in place to capture sales or leads, and being able to measure the results – instantly. 

It doesn’t really matter what kind of business you have, the structure of the campaign is always the same. 

In this video, we’ve set up a campaign for a laser tattoo removal clinic. It happens to be in Sydney, but it could be anywhere. At the time this was recorded, the campaign had been running only four days – but it’s producing good, consistent results already. 

Click the button below the video if you’d like to know more about advertising on Facebook and Google. 

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How we “stress test” your website for you

How we “stress test” your website for you

Worried your salon isn’t doing as well as you could be online? Complete the form below and we’ll do a comprehensive “Stress Test” on your website, Google Business Listing and search engine ranking for you. 

Getting your business visible in search engines like Google isn’t about luck. 

It’s about getting all your technical ducks in line, so it’s easier for Google to show your business to people searching for what you sell. 

And you might be surprised – even shocked – at the kind of places and websites you’re mentioned or listed. 

All of these have to be checked, along with any technical errors on your website – and for most owners of small local businesses, that’s pretty much impossible without a LOT of time and some technical expertise. 

In this video, I walk you through some of the processes we go through when we set out to analyse a business’s online presence. 

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[VIDEO] Want your salon business on top of Google? Try THIS…

[VIDEO] Want your salon business on top of Google? Try THIS…

For any local business like a salon or spa, the most valuable online real estate you can have is a position in the “Three Pack” of Google listings under the map.

These businesses get more than 90% of the phone calls and website visits:

Smart salon owners (like our Member salon, Allura in Berwick, Victoria) know that being in the Three Pack isn’t just the luck of the draw, it’s about setting up your Google Business Listing (GBL) with just as much love and care as you might put into your own website. 

In this video, watch as I show you just one of those ‘love and care’ processes – tweaking the pictures before you upload them to your Google listing. 

Comment below if you need help with this. 

And here’s a bonus – fill in the form below and our team of digital marketing specialists will give you a detailed Website & Google Business Listing Health Check for your business (a $245 value – FREE!) 

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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. 

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Want More Clients? Try my UGLY, Unpaid Sales Assistant…

Want More Clients? Try my UGLY, Unpaid Sales Assistant…

PLUS – A GIFT FOR YOU VALUED AT $245 – SEE BELOW

Marnie here,
There was a time when I would go to work and stress out about not having enough clients. Now?
I have too many!
So many in fact, I can’t fit them all in, and I’m constantly having to farm them out to my colleagues and students.
In this post, I want to show you one of the “Key Client Attractors” that brings me a constant stream of new clients…
In my business, I specialize in lash extensions. It’s a narrow, deep and rich niche market (remember me talking in earlier blogs about the value of niche markets?).
I get a big proportion of my new clients from referrals, just like most salons & spas. That’s the way the beauty industry works, so I’m sure you get a lot of referrals too.
Word of mouth is the most powerful form of marketing you can have.
But it’s not ALL you need. In fact, there’s one form of marketing that’s my silent, unpaid sales person. 
 
And of all the client inquiries and bookings I get each and every week, fully 20% of them come from this unpaid sales person!
She works 24 hours a day, 7 days a week, 365 days a year, never gets sick, never takes vacations, never complains, has hair or doctor’s appointments, never gets emotional, and she doesn’t even have to come to my office.
Okay, she’s not great at conversation, doesn’t have much of a personality, to be honest. But hey, I don’t care, she sends me more clients than I can handle, and that’s fine by me:-)
But she’s brilliant at fighting off almost all of my competitors, and
She looks like this:

 

She’s my “Google My Business” website.
I work in a city of more than 2 million people. There are countless beauty businesses competing for lash extension clients all over the city.
If you Google “lash extensions Perth” you’ll find at least three pages of listings. But my business…even though I’m miles out of the city…is in the coveted “Big Three” position right at the top of the search results.
Why does that matter?
Well, my techie team tell me that those top three listings get 91% of all the phone calls and website visits generated by that search.
Which means that all my competitors – dozens and dozens of them – are sharing the remaining 9% of business between themselves. That’s pretty slim pickings!
Just last month alone, more than 180 people finding my Unattractive But Efficient Sales Assistant clicked through to my website.
Add those inquiries and calls to all my referral business and client re-bookings, is there any wonder I’m so flat out I have to offload a heap of business to other lash specialists?

How to Check Your Ugly Sales Assistant

Want to know how to find out where your ugly sales assistant is hiding?
Here’s what to do:
1) Open an “Incognito” window in Google Chrome (shift+control+N in Windows, Comand+Control+N on a Mac)
2) Search for a product or service that you sell, eg “hair stylist + your town”
3) If you’re in the Top Three, great.
4) If you’re not, your Ugly Sales Assistant probably needs a good talking to:-)

Now Here’s a FREE Gift For You

Complete the form below and we’re going to GIVE you a free, comprehensive analysis of your website. It’ll tell you exactly what needs to be done to make your online presence stand out, get noticed, and more to the point, generate more phone calls and bookings for you!

This analysis by my team of technical and digital marketing specialists normally costs $245, but you’re getting it free as a subscriber to my blog:-)