Home' INSTYLE Magazine : INSTYLE SPTOCT 2015 Contents The marketing landscape has changed. Businesses no
longer enjoy the exclusive control over how their brand
is communicated to clients. This is not necessarily a
bad thing, it's just a sign of the times. What's driving this
change? It's social media. This new 'model' let's clients
control what they see and hear from who. Let's make it you, who
they're listening to!
Everyday that your salon isn't using social media is another day
that you're missing out. Missing out on connecting with existing
clients, creating loyalty, reaching a new set of potential clients and
boosting your presence in their minds. Social media is all about
engaging with your clients using a different, much larger medium -
going beyond the salon chair. Social media is an extension of your
brand and offering.
There's all sorts of social media channels out there but let's focus
on one of the most popular in our industry: Facebook. Your current
and potential clients are all 'here' and you should be too. Before
you go and jump into the Facebook deep end, we've put together
some best practices that will get you on the path to social media
success. Just remember to have fun - enjoy yourself and your clients
1. FIRST STEP: START WITH AN OBJECTIVE
The key to a successful Facebook post is to start with an objective.
What do you want this post to do? Drive Online Bookings? Get your
clients to share? Approach it with a clear objective and it'll be
much more effective. We've found that the most valuable content
on social media - the content that gets the most interactions and
engagements - is either educational or entertaining. Not sure what
your followers are keen on? Think about this:
Would you share this content?
2. FIRST IMPRESSIONS COUNT
We may not like the idea of judging a book by its cover but that's
exactly what happens on Facebook. Think of your Facebook page
as an extension of your brand, the look, feel and your tone of voice
- do your clients know it's you? Get it right with these tips:
w Use a clean, bold cover photo that is consistent with your salon
branding. Check out picmonkey.com and use their Facebook
cover photo templates to create the perfect photo.
w Your 'About' page is where you can highlight all the wonderful
things about your salon. If you have a descriptive, keyword-rich
description then you're more likely to be found on Google. Don't
forget to add the link to your website in the about section.
3. THE ANATOMY OF A PERFECT FACEBOOK
Wouldn't it be great if you knew that the post you just published
had the best chance of maximising likes, shares and comments?
Well... it turns out there's some key ingredients that you should
include if you want to increase your posts chance of success.
Here's a few:
w People love photos! It's been proven that having a photo will
increase your engagement by +50 per cent. Start using high-
quality, engaging images on your Facebook posts.
w Keep it short and sweet. Several studies have shown that the posts
with between 40-70 characters get the best results.
w Keep your posts newsworthy. Is there a particular celebrity style
that's trending? When you post trending topics, the Facebook
algorithm will automatically factor this in and your post will be
more likely to reach more people.
4. MAKE YOUR POSTS COUNT
Keep your followers on their toes and mix up your content every
so often. Pages that vary their post types see a 9 per cent higher
engagement overall. You'll have a good idea of what your clients
enjoy, but if you're stuck here's some ideas to try out:
w Client before and after posts
w The latest trends
w Profile your salon's stylists/therapists
w Any awards or events you and your team have entered/won
w Any promotions or specials you're running
w Tips to keep client's hair/skin looking beautiful after their
w Watch what other businesses like yours are posting for ideas -
particularly if they're in another town. You don't have to think
5. BOOST AND BENEFIT
Your followers won't see every post you make. You've got to pay
for that privilege! Fortunately it's a whole lot cheaper than taking
an ad out in your local paper. Use Facebook's 'boosted' posts.
Boosting your posts means that they'll reach a wider audience
FOR SALONS "Having a photo will increase your
engagement by +50 per cent."
"Posts with between 40-70
characters get the best results."
"Vary your post type and get a 9 per
cent higher engagement overall."
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