Robyn Rivera
Most beauty salons don't have a bottomless marketing budget and can't afford to waste money on ineffective strategies. And unfortunately, there are lots of common marketing mistakes salons can make that can do just that.
To make the most of your salon marketing budget and maximize your ROI, you need to learn about the many marketing mistakes that can cost you. Here are just a few of them.
The first step to effective salon marketing is understanding which numbers actually matter and tracking them religiously. This includes everything from how many new leads you acquired last month to what percentage of your total revenue is generated by returning clients.
If you don't have a handle on your salon's key performance indicators (KPIs), you won't be able to accurately gauge the effectiveness of your marketing efforts or where you need to make changes.
On the other hand, when you make it a point to monitor your performance, you can maximize your ROI by doing more of what's working for your salon and less of what's not.
Many salons make the mistake of trying to attract everyone, but this is a recipe for disaster. When you try to appeal to everyone, your marketing message gets watered down and you end up appealing to no one.
The key to effective salon marketing is to focus on a specific target market and craft your message accordingly. By being laser-focused with your approach, you can connect with the people who are most likely to use your services and become loyal, paying customers.
To do this, you need to figure out who your target audience is. Once you know this, you can create marketing materials and campaigns that are tailored to their specific needs and interests.
In today's digital age, your salon website is often the first impression potential clients will have of your business. That's why it's so important to make sure your site is up to par.
Unfortunately, many salon websites are anything but effective. They're either outdated or poorly designed, making it hard for users to find the information they're looking for.
To avoid this common mistake, be sure to invest in a modern, mobile-friendly website that's easy to navigate and informative. And don't forget to regularly update your content to ensure that it's relevant and useful for your target audience.
Here are a few key features every modern salon website needs:
A salon website builder, like Websites 360®, makes it quick and easy to build a professional, high-quality website for your salon.
Social media management is a powerful marketing tool for salon, but only if it's used correctly. Too often, salons either don't use social media at all or they post haphazardly without any real strategy.
To get the most out of social media, you need to have a plan. This means identifying which platforms your target audience is using and posting content that's relevant and engaging.
It's also important to be consistent with your posts and take the time to interact with your followers. By building relationships with your social media followers, you can turn them into loyal, paying customers.
Email marketing is one of the most effective ways to reach your target audience and promote your salon. But too often, salons either don't use email marketing or they do it incorrectly.
When done right, email marketing can help you build relationships with your subscribers, generate leads and increase sales, just to name a few of the many benefits.
To get the most out of this powerful marketing tool, be sure to segment your email list so you can send targeted, relevant messages to your subscribers. And, personalize your emails as much as possible to create a more intimate connection with your readers.
You should also regularly test and track your results so you can fine-tune your approach and get the most bang for your buck.
Your salon's reputation is one of the most important factors in determining your success. But unfortunately, too many salons either don't pay attention to their reputation or they fail to properly manage it.
There are a number of ways to proactively manage your salon's reputation, such as regularly monitoring online reviews, responding to negative feedback and promoting positive customer experiences.
By taking the time to manage your salon's reputation, you can ensure that your business is seen in a positive light by current and potential clients.
Salon marketing doesn't have to be complicated or expensive. By avoiding these common mistakes, you can set your salon up for success without breaking the bank.
Take the first step toward doing salon marketing that works by building a great salon website with Websites 360®. And, get all of the tools you need to manage and grow your salon with Marketing 360®.