Want to reset your salon marketing routine? Your salon marketing strategy is the foundation of your growth, and now is the perfect time to reflect on what’s working, what’s not, and create a refreshed salon marketing strategy that sets you up for success. Whether you’re fine-tuning your brand identity, updating your website, or rethinking your social media approach, this guide will help you evaluate and elevate your marketing plan.
What You’ll Learn in This Post
How to review your salon’s current marketing performance
Ways to refresh your brand identity for a lasting impression
Why your website might need a glow-up
How to ensure your marketing materials are on-brand and effective
Steps to improve your social media strategy
How to use your past year’s performance as a springboard for the future
Let’s get started.
Evaluate Your Salon Marketing Strategy
Marketing is the heartbeat of any thriving salon. It’s what attracts new guests, nurtures loyal clients, and keeps your brand shining in a competitive beauty landscape.
Take an honest look at your marketing efforts:
Have you dedicated consistent time to planning and executing marketing tasks?
Did you invest in creative campaigns or professional marketing support?
Are you tracking the results to understand what’s working?
If marketing always falls to the bottom of your to-do list, block out one afternoon a week dedicated solely to your salon marketing strategy—or better yet, enlist expert help so your team can focus on what they do best: making clients look and feel amazing.
Refresh Your Brand Identity
Your brand identity is your salon’s first impression—and let’s face it, first impressions are everything. From your logo and color palette to fonts and photography, your branding should reflect the vibe and value of your business.
Ask yourself:
Does your brand feel modern, consistent, and visually appealing?
Are your marketing materials aligned with your current look and feel?
Does your brand messaging connect emotionally with clients?
Your brand identity is a core piece of your salon marketing strategy because it influences how clients perceive your business and whether they feel excited to book with you. A professional designer can help create an irresistible brand experience that clients can’t stop talking about.
Update Your Salon Website
Your website is often the first place potential guests interact with your brand, and it should give off that “just-stepped-out-of-the-salon” polished vibe.
Consider these key questions:
Is your website mobile-friendly and easy to navigate?
Does it highlight your services, team, and brand personality clearly?
Is it equipped with must-have features like online booking and gift card purchasing?
Technology and design trends move fast—if your website hasn’t had a refresh in the last five years, chances are it’s due for an update. A fresh design with professional photography and clear calls-to-action can help convert website visitors into loyal guests and elevate your overall salon marketing strategy.
Upgrade Your Marketing Materials
Take all of your marketing materials—brochures, price menus, service menus, appointment cards, signage—and lay them out on a table.
Do they make you proud? Or do they look like they need a makeover?
Your printed materials should align seamlessly with your digital presence and overall brand identity. Outdated collateral not only sends mixed signals but can also dilute your brand message. If you’re seeing mismatched fonts, inconsistent colors, or materials that just feel “meh,” it’s time to update them. A unified, on-brand look builds trust and communicates professionalism at every client touchpoint.
Review Your Social Media Strategy
Social media is a key part of your salon marketing strategy, helping you build community, showcase your expertise, and keep clients inspired.
Ask yourself:
Are you posting consistently and on-brand?
Does your content mix include promotions, behind-the-scenes moments, client transformations, and educational tips?
Are you using professional-quality visuals that showcase your salon at its best?
A strong social strategy keeps your salon top-of-mind and makes your audience excited to book. If content planning feels overwhelming, consider working with a marketing agency that can create a strategy customized to your goals—so you can spend more time behind the chair and less time behind the phone.
Assess and Improve Your Salon Marketing Strategy
Before you jump into new campaigns, take time to reflect on your past performance. This evaluation will help you identify opportunities and avoid repeating mistakes.
Review Your Numbers
Did your revenue meet your goals?
How many new clients did you attract, and how many came back for repeat visits?
Which services or promotions generated the most income?
Are your prices aligned with your value and expertise?
Review Your Promotions
Which promotions worked? Which didn’t?
Did certain channels—like email or social media—perform better than others?
How can you refine your approach to attract the right clients?
Review Your Website and SEO
Is your site ranking well in search engines?
Are your images and copy current and professional?
Does your website reflect your brand’s personality?
Review Your Client Experience
Are you consistently gathering client feedback?
Is your team trained to deliver a “wow” experience at every visit?
Are loyalty programs or referral incentives in place?
Review Your Competition
Take a peek at your top three competitors. What are they doing well, and what gaps can your salon fill to stand out? Competitive analysis can inspire new ideas and ensure you stay ahead of the curve.
Put Your Plan into Action
Once you’ve completed your evaluation, set clear goals for the year ahead. Outline actionable steps and deadlines, and assign responsibilities to your team. Consider professional marketing support if you want to fast-track results and free up your time.
Final Thoughts on Your Salon Marketing Strategy
Your salon marketing strategy is the foundation of your growth. By taking time to reflect on your brand, website, social presence, and client experience, you’ll create a roadmap for long-term success.
Need help creating a salon marketing strategy you’ll love? Schedule a consultation and let’s turn your vision into a beautiful reality.
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