Localizing your salon marketing efforts to attract clients is a fantastic way to create a solid roster of repeat clients. Localization involves targeting promotional offers to people who live within 15 – 20 miles of your brick-and-mortar salon. Localized marketing efforts let you narrow down your promotions to reach potential customers in a given region, city or zip code. Interested in local marketing for your salon, but not sure where to start? Read on for local press ideas:
1. Give back to your community
Nothing ties you to your local customers like charitable programs and philanthropy. Get involved with local charity organizations by donating baskets of retail products or services in situations that get your salon name into the community. Many small businesses can be hit with a deluge of requests to donate, so choose your charities wisely and choose ones that align with your business. This will increase your business’s exposure to the community, help a great cause and make you feel good as well.
2. Be your own model
You are a walking advertisement for your beauty business, so make sure your hair (and brows, lashes, nails, etc) represents you well. You are your biggest marketing asset so make sure you represent well!
3. Check Your Online Listings
Do you know your salon’s online reputation? How does your salon compare to the competition. Make sure you are well represented on local listing search sites such as Yelp, Google Business, Facebook, and multiple other sites. Make sure if a potential client is looking for a business like yours your business appears in their online search.
Tip: Yext is a great resource to scan local listings to check for inaccurate information about your business and make improvements, ensuring that customers always see correct hours, phone numbers, websites, and photos and reviews.
4. Have a local publication feature your salon
Old-school local print media is a fantastic way to market your beauty business locally. A feature article may be about your expertise, how you became an entrepreneur, what is different about your business or product line, or whatever angle works for your business. A bonus is that a professional photographer will be assigned by the publication to take pictures of you in the salon – including performing a service on a client. These images, as well as the local audience that can be reached, make local publications your friend. Call up your local publications and pitch a story to get featured! It really is that simple. Offer your services to someone for them to write about you. Editorial testimonials are the best testimonials!
5. Use Online Reviews to Market Your Salon Business
Word of mouth is still king for beauty businesses to increase their clientele. Take a step further and use online reviews to get the word out to more local potential clients. 96% of shoppers search online for a local business, and 91% read online reviews in order to make a decision. Reviews provide social proof, build trust, and influence consumer decisions looking for local services.
6. Start a blog
Start a blog on your website. Write about what you know. Your services, hair and beauty trends, hair treatments, etc. Once you have a presence online try writing guest posts on popular salon publications. Should they accept your guest content piece, your salon/beauty business will enjoy free traffic to the website and coverage of the brand.
7. Partner with Wedding Vendors
Wedding vendors are the perfect networking opportunity for a salon or spa owner business owner. Get involved with the local small businesses that cater to the wedding/bridal market. This includes wedding dress shops, photographers, venues, coordinators, and florists in your community.
Offer your salon to local boutiques that share your demographic for photoshoot services for free in exchange for hair and makeup press credit.