Why You Absolutely Must Market Your Salon More

So this, along with the world of beauty, is the stuff I’m passionate about – marketing your salon.  I know its not everyone’s forte and not everyone bounces on their chair with excitement every time they look at Facebook advert statistics or when they see the mock up of a new marketing piece – but, to have a successful, busy, profitable beauty business, it’s vital that the marketing boxes are ticked.

So, what really is marketing?

Well if you look it up in dictionary then you’ll find that marketing is –

‘The action or business of promoting and selling products and services.’

The Beauty Business Superstars dictionary (still awaiting its first print run) likes to add a little glitter to it and states –

‘The amazing techniques used to source lovely, full paying beauty clients who come back time and time again!’

I’m well aware it won’t be added to the Oxford dictionary any time soon – but in Beauty Business Superstars world- that’s exactly what it means!

Breaking it down a little

To be a little more specific – marketing is the tools you have available to you to build a business from nothing to super busy.  It’s what you need to do in order to have a full diary, strong product sales and a happy working environment.

The right marketing will help to do two really important things things –

• Bring you new clients
• Bring existing clients back

The marketing you should be doing for your salon should also be measurable – so that you can see if it is working or not.  Otherwise, how on earth would you know?  Brand advertising or ‘getting your name out there’ is strictly reserved for the Coca-Cola’s of this world.

If you have no way of measuring how effective a marketing piece is then you shouldn’t be doing it.   Are you currently doing advertising that you simply can’t measure?   You should consider stopping it, or at least tweaking it so that you can measure the business it generates for you accurately.

The days of putting something out there and hoping for the best are long behind us – or at least they are in my business and they should be in yours too!   How do you do that?   Dedicated web addresses and telephone numbers for given promotions, vouchers with dedicated codes, specific discount codes which can be tracked by your web team – there are lots of ways!

This will then mean that once you can measure the success of each marketing piece you can invest more in the best ones and less in those which don’t work as well.  And when you start tweaking the best pieces to try and outperform the last then that’s when the fun really starts!

There is lots to marketing, but I’m here to help

What if I don’t market my business more (or at least better)?

Well firstly you’ll fall behind the competition, because you can bet that the best in your area are marketing.   Not necessarily that well, but marketing all the same.   Clients are sadly fickle in today’s world and unless you keep reminding people to come to your business then they’ll go to someone else’s.   Sad, but true.   You simply must keep your name in front of your target audience.

If you don’t market yourself properly, you simply WON’T grow.  It’s a tough pill to swallow – but it is true.  And at the same time as you not growing, your competitors will and the gap will grow.

But what if I told you that it doesn’t have to be that hard?  What if I told you that much of the hard work and trial and error has already been done?  What if I told you that if you follow simple steps, you can have such a WONDERFUL business!  What if I told you someone has already walked that path and written all those steps for you to read, follow and succeed?  Well, they have.  And that person is me!

I am currently putting together a step by step guide that you can follow to take your business to the next level.   By following the steps which others have successfully trodden then you can also expect great results.   Why try and figure it out yourself when you can follow what has already been proven to work?

Watch this space!

In the meantime if you’ve any specific marketing questions then let me know in the comments below.