How to Get 50 New Salon Clients a Month with Online Ads

How to Get 50 New Salon Clients a Month with Online Ads

How to get dozens of new clients for your salon or spa every month using digital advertising

Any salon owner can throw money at Facebook and Google advertising. Many do, in a haphazard way, hoping that “some of the mud sticks.”

But it takes some careful “Sales Thinking” and technical skill to avoid wasting that money, and a lot of time. It’s often a mistake to ask one ad to do all the ‘heavy lifting’ – in other words, asking an ad to bring instant sales straight off the bat.

Advertising a salon’s services isn’t like selling something generic, like a fridge, or a microwave oven. Everybody is familiar with those products, but for personal services? Not so much.

So it’s often better for a salon to use digital advertising to ‘raise leads’ and then up-sell to those prospective customers and clients, rather than try to sell a big-ticket service to them up-front.

Wafaa Karim, owner of Sydney’s Cronulla Skin Sanctuary, needed more clients for her new tattoo removal machine.

So with Worldwide Salon Marketing’s help, Wafaa crafted an offer designed to raise leads.

Facebook ads for salons &s

Wafaa Krim (right) and her team at Cronulla Skin Sanctuary

Here’s what happened: 

1) First, we designed and built a landing page to take traffic from advertising on Facebook. The landing page looks like this…

Landing page for salon Facebook advertising

Here’s a link to that landing page. 

2) Second, we wrote and designed a series of half a dozen ads for testing a Facebook campaign to direct prospective clients to the offer on that landing page. Wafaa’s daily advertising budget was spread evenly across all of the ads. Each ad contained the same text above the image or video. Over a 14-day period, we monitored the relative costs versus the clicks each of those ads produced.

The data eventually showed us that one particular ad was producing the best ‘click-through-rate’ at the lowest cost. So we concentrated Wafaa’s chosen daily budget into that one ad. The ad looks like this:

Facebook advertising for salons &s
That ad campaign – albeit interrupted mid-term by Covid-19 lockdowns – has now been running for several months. In july 2020 alone, it produced no fewer than 58 ‘conversions’. That’s a measure of the number of people who saw the ad, clicked through to the landing page, and filled in the “Yes, Pick Me” form on the page.

That’s a conversion rate of nearly 10%, a huge figure in comparison with the worldwide average for Facebook ads.

(That figure does not include people who saw the ad and instead of filling in the form, picked up the phone and called the salon to make a booking.)

Here’s a graph of those landing page opt-ins for the month of July: 

 

Facebook advertising graph for salons
It’s made Wafaa Karim a very happy salon owner: 

 

Online advertising for salons &s
Need help with your online advertising and marketing? 

Find out more here, and talk direct to the founder of Worldwide Salon Marketing, Greg Milner, about your online advertising goals. Call +61-8-94439327

[VIDEO] Salon Marketing in Canada – how this salon doubled sales in 3 months

[VIDEO] Salon Marketing in Canada – how this salon doubled sales in 3 months

Listen to  Amber Ahmed, of Amber Esthetics Spa in Montreal, Canada. Amber joined Worldwide Salon Marketing’s Client Attraction System program and in the next three months her sales literally more than doubled as she rolled out the direct mail campaigns, in-salon promotions and online marketing systems.

Take a look as Amber talks about how she ramped up sales so dramatically – and takes us on a quick video tour of her newly-built spa in the heart of Montreal….

 

Not getting good results from your Facebook promotions?

This could be why.

I have no idea if the Facebook ad you see here worked, or failed. But it looks pretty typical of thousands of such ads salons & spas use for their promotions all over the world.

One of the mistakes we see often in salon promotions on Facebook is the use of an image which tries to do the ‘heavy lifting‘ of selling the promotion all by itself.

But the only job of an image in a Facebook ad is to ‘stop the scroll.’ That means the image has to nothing more than be an eye-catcher, with the details of the promotion itself contained in the text above the picture.

How do we know? Because we’ve tested dozens of promotions using various different images.

For example, below are two images we used recently in a series of Facebook ads.

image

The only difference in the two ads was the image. The copy, the button, the link were all exactly the same. Which ad pulled the best? The one with the image of the baby!

(Note that the offer in the ad had nothing to do with either of the images!)

The ad using the image of the baby pulled TWICE as well as the one with the image of the blond. 

Working out which image is going to work best for you is a matter of TESTING different images.

But here’s the trick – when you’re trying to compare the effects of one image versus another image, don’t change anything else in the ad other than the images. Otherwise you’re not going to be able to determine which of the changes had the effect.

Sometimes, you can change just a single word in the ad copy, and it changes the outcome.

 

[FREE DOWNLOAD] How to Write An Ad That Will Work for All of Your Salon Marketing

Last week, I talked about what you need to know before you write any form of marketing material for your salon.

Now, I did promise I’d show you exactly how you can write an ad that turns your silent phone into a never-ending ringing-machine. This includes the 7 CRUCIAL elements to any successful salon marketing campaign.

Let’s dive in.

There are two types of popular marketing: branding, and direct response. This type of marketing I’ll be talking about is will be direct response.

salon-marketing-direct-response-vs-branding

Branding marketing works wonders for Apple and your local bank – but it’s a money guzzler for salons and spas.

As a salon owner, marketing can be VERY overwhelming, and it’s very easily a huge waste of money. That is, if you don’t do your marketing right. Time and time again, salon owners (and specifically, our members before they join any of our programs) will run branding ads, or ads promoting HUGEEEE discounts.

The thing is, “50% off an eyebrow wax,” or “50% a cut and color!” just doesn’t work. I’ve never been compelled to book in for a “discounted” service – have you?

Direct response marketing, put simply, creating adverts and offers that benefit the customer, NOT the salon or spa. Discounts work on the salon’s behalf – they get you in customers.

Direct response, however, ALWAYS will solve a client’s problem: whether it may be frizzy hair, long hair, hairy legs, cellulite, acne – whatever your service is, you solve a problem.

You already know the 3 elements you must figure out before you write any ad – and if you don’t, read them now, otherwise the following won’t make much sense.

Those 3 elements (you’ve gotta know what you’re selling, to whom, and why they should buy from you) are crucial for you to figure out these 7 must-have elements in ANY marketing campaign, especially for your salon.

They are –

  1. A headline: your salon name is a SHITTY HEADLINE.
  2. An offer: no, this isn’t discounting. DISCOUNTING IS EVIL!
  3. List benefits: what specific problems do you solve? Bumpy legs from shaving, frizzy hair?
  4. A guarantee: This is the most powerful, yet rarely, and so poorly used.
  5. Some proof: How can you prove what you say is true? How can you make your potential clients TRUST you?
  6. Scarcity: why should they call now to book?
  7. Call to action (CTA): what do they do next?

Phew. That’s a lot to take in.

See, 99% of salon marketing falls into the fatal, profit-grabbing trap of talking about their own business:

“Our clients have come to trust OUR experts… for OUR expertise…. our cutting-edge machines…..”

STOP. Just, stop. I was bored writing that sentence, and I’M A MARKETER!

Marketing that fails is bragging about your business. Marketing that makes money, always puts the client first. Always.

See, advertising is SALESMANSHIP IN PRINT.

Here’s an INCREDIBLE direct response ad – written from a manufacturer. It’s clearly been written by a copywriter – someone who’s job is to write marketing for a living – someone like me.

seal-it-example-salon-marketing

It has a headline that’s direct, and to the point. It’s job is to appeal one to those are interested, and to compel the intrigued readers into reading the ad.

Let’s dive in:

1. Headline

The headline here is straightforward, and bluntly put: it’s about making more money. They’re clearly targeting people who use Seal-It, either in their current business or as part of their hobby. By giving them this elusive idea that they can MAKE money from the products they use instantly intrigues them.

Read on.

2. Offer

They’re not selling a product itself through this ad, instead they’re creating a relationship with the interested reader. This is called lead generation advertising.

The offer here is to become a distributor of Seal-It, and to make money: they’ve made it clear: “Become a Seal-It Distributor and make money now!”

3. Benefits

Seal-It did it beautifully: a simple list, clearly stating the benefits… “unlimited earning potential,” “no franchise fees…” – they’ve already stated the solutions to a reader’s potential questions.

4. A guarantee: This is the most powerful, yet rarely, and so poorly used.

Although they don’t state a specific guarantee, the little yellow box stating who they can potentially sell Seal-It too, and the testimonial below the box replaces the guarantee.

5. Proof

They’ve added a clear testimonial – AND an image of the couple. Any form of testimonial will increase trust, and increase sales, but photos of the person whom the testimonial is from will increase sales even MORE.

After all, humans connect better with other humans.

6. Scarcity

Usually, in direct response marketing, you’ll have a limit on what you’re selling. That limit is in either time the offer is available, amount of appointments/quantity available, or anything that makes people **act now**.

After all, that’s what scarcity is designed to do: scarcity triggers the fear button that every human has.

7. Call to action (CTA)

They’ve made it clear: “Call now for your free information packet!”
Can’t get any clearer than that.

I’ll bet your first reaction of this ad was “there’s too much text in it! Nobody will read it!”

To the contrary, actually. The people who WILL read this ad are PRECISELY the only people the advertiser wants. That’s true for you, that’s true for ANY form or direct response advertising:

david-ogilvy-salon-marketing-that-works

This is a real advert written by Ogilvy & Mather, one of the largest marketing firms in the world. Click the ad to read the entire thing.

This is a real advert written by Ogilvy & Mather, one of the largest marketing firms in the world. It’s long, about ten-times longer than the Seal-It ad above, yet, it’s one of their best converting ads of all time. Click the ad to read the entire thing.

This ad is not only written for their perfect client, but it covers ALL 7 elements. They’ve written the ad so well, that even I want to call Ogilvy – and I’m not even in the financial industry!

Here’s the thing: if people aren’t interested in what you have to sell, they won’t read a THING.

But if people ARE interested – they’ll read everything. They’ll soak EVERYTHING UP with a sponge.

And that’s the difference between brand advertising, and direct response advertising. You want to tap into your perfect client’s mind, and push their pain points. This is why you must figure out your perfect client before you write anything for your salon marketing.

Because if you don’t know what your perfect client wants, how can you sell anything to them?

Here’s an example of a direct response ad for the salon industry:

wrinkle-ad-for-salon-marketing

If you have wrinkles, dark-eyes or anything else that dermatitis cream solves – you bet you’d be reading that ad. Chances are, you’d be picking up that phone, too. And that’s what direct response marketing is designed to do:

Get people to pick up the phone and call you.

And to do that, you need to have an irresistible offer. Figure out what you’re going to sell, to whom, and why they should buy from you, and start writing your ad following the 7 elements above.

When your salon marketing is done right, the ad will be ringing: off the hook.

Hair extensions – Very Profitable, but you still need to sell it HARD.

Hair Extensions templateHair extensions are one of the most profitable services for any salon. But you can’t simply post a glossy picture and hope for the best. Like all direct response marketing, it still needs to be accompanied by a compelling OFFER, and reasons to call you NOW (eg, scarcity, limited to the first X to call etc)

This template allows you to insert your own details, along with your offer, guarantee, scarcity etc.

You can use it as a mailbox flyer, turn it into an image for Facebook and Instagram, and upload it to your own website.

MEMBERS: Click HERE to download in Word (editable) format. 

NOT A MEMBER? Get this – and hundreds more done-for-you, proven salon advertising and marketing templates as a Member of Worldwide Salon Marketing. For a ridiculously small price, never again sit in front of a blank computer screen wondering what to write!

Go here to find out more – you can be downloading winning promotions within minutes!