One of the first steps in Brand Strategy is identifying who is your salon’s ideal client. Are you marketing your beauty business, salon, or spa services to the widest possible audience? This may seem like the easiest way to grow your business fast, but trying to be all things to all people is not a good business strategy. Keep in mind one of the golden rules of marketing – “everyone” is not your customer.

Instead of trying to appeal to all, focus on what will attract your salon’s ideal client.

WHO IS YOUR IDEAL CLIENT YOU ASK?

Your ideal client is the ideal fit for the services and client experience your beauty business, salon, or spa offers. Loyal clients spend more per visit, frequently buy retail from you, recommend your business to their friends, as well as love everything you do making them highly profitable. “Ideal customers” are the clients you want to cultivate to grow your business. Stop catering to the coupon-hoppers or the difficult clients that drain you of your time and energy, focus on loyal clients instead.

HOW DO I IDENTIFY MY IDEAL CLIENT?

Most likely 80% of your beauty business profit comes from 20% of your clients, the classic 80:20 rule. The 20% are your identified “ideal clients. To discover your ideal client profile run a standard report on your salon software to find your top 20% highest spending clients.

Now look for commonalities in this group:
age, social demographics, gender, geographical location, and services favorites.

Are they:
– affluent 40+ women?
– local moms?
– price-conscious?
– environmentally conscious?
– are organic or “green” ingredients important?
– under 30 and image-driven?
– professionals?
– young professionals or mature professionals?
– loyal seniors?

ANALYZE YOUR 3 TOP BUSINESS STRENGTHS

1. Analyze what your beauty business does best and most profitably.
2. Analyze who is your ideal customer to complement these strengths.
3. Tailor brand and marketing messages to attract more of these ideal clients.

CREATE A DETAILED PROFILE OF YOUR IDEAL CLIENT

Create a detailed profile of your ideal client. Really get to know them and what they value and love about your beauty business – these will become your business strengths.

Using this ideal client profile now begin to tailor your marketing, your brand positioning, and your brand voice to “speak” to these clients. Stop appealing to everyone, or you will end up talking to no one.

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