Home' INSTYLE Magazine : INSTYLE MAR-APL 2017 Contents You’re tired of posting at random and feeling the pressure of what
to post and when. If this sounds like you, then read on, writes
ome form of Digital Marketing
Strategy is vital if you’re to have
a successful business in this
era but the first step to a clear
strategy is to stop wandering
and start standing out from the crowd.
These three secrets to salon social media
success will give you clarity on the what
and the why, and a good foundation to
your (modern) salon marketing.
1.Become the expert in your area
People like to do business with someone
who they know, like and trust. Someone
who is an authority in their field of
expertise. It makes sense that they want
to work with people who are known as
So how do you position yourself as THE
expert and to share your authority?
If you choose to specialize or stand out
from the crowd in an area, it doesn't have
to define you forever. Choose something
based on your passions, your team and
your market needs. I started by specializing
in weddings. I noticed there were lots of
events in the city targeting brides, and an
engaged woman was likely to become a
client for at least a year before her big day.
We created bridal packages for 12
months in the lead up to 'her' special day.
By specializing on a niche, we became
known in our city as the go-to salon. We
eventually got so busy we had to limit
the number of brides we saw on any one
Saturday (our regular clients were getting
HOW TO SPECIALIZE IN A
a. Upskill - Clients love that you offer
them something special, innovative and
different, and get known as the best.
b. Choose a signature service
Dry and Tea have done this remarkably
well. They are a full-service salon with
signature package and branding focus in
providing the perfect blow wave coupled
with a beautiful tea experience. Not only
are they leading in their hair specialization
service, they are providing an exceptional
experience for their clients to savou r and
enjoy. This is what keeps them coming
back time and time-again.
Jazz Pampling is an Australian brow
artist. She is a makeup artist too - but she
specializes in brows.
The magic happens when you tap into
your unique talents and make sure you’re
exceptional at what you do. Coupled with
choosing something you’re passionate
about - you’re sure to stand out from
2.What to post and when
Once you have your signature service or
area of expertise nailed, you need to utilize
your content strategy (which is just, what
you’ll post and when) to tell the world
about you and your business.
Your social posting content is your
opportunity to be visible and really
share what you can do and how much
of an expert you actually are. It’s your
opportunity to attract people into your
salon. Because you can’t sell a secret.
Please, don’t rely solely on before and
after shots - your social media needs to be
more varied, have depth and speak to your
clients (it’s not all about you remember).
If what you post resonates with your
dream clients, they are far more likely to
follow you, engage with your business page
and eventually book with you.
3. Get those bookings!
So my tip number three is to introduce
online bookings. We can book everything
now at the touch of a button on our smart-
phone, so why not your hair and beauty
appointments too? In order to make this a
reality, you need to include links to your
online booking in many of your social
media posts. Not just at the top of your
Make it as easy as possible for your followers
to make that booking with just a single click.
When running a busy salon, I discovered
50 per cent of my salon phone calls were
clients re-scheduling. I realized I was
paying someone purely to manage the
diary and lives of my lovely clients. Not
only this, but our clients in the salon were
being interrupted whenever the phone
rang. STOP your phone from ringing and
deliver your clients what they expect
or invest in someone purely to manage
bookings - convenience!
Larissa Macleman: After 20 years of
owning an award-winning salon and
four years running an online marketing
and tech businesses, Larissa now helps
salon owners and industry leaders build
a business with intention through salon
software, e-courses and coaching. Larissa
helps you define your brand, become the
go-to-expert, connect with your ideal
client and lead you to a fully booked
business with freedom for the things
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