In the beauty industry, it's important to keep fresh faces coming into your business to keep things lively and to be sure that your client base is always expanding to continue generating revenue. If you've noticed that you've been getting only repeat customers in your salon chairs lately, it might be time to think about marketing yourself to some new customers. Here are some ideas for getting new clients to choose your salon over others.
Identify your ideal clients. You want to attract people, but not just anyone. As an established business, you can afford to be picky with your customers. Before doing any marketing, sit down and make a real plan of who your audience is. You can't be everything to everyone, and you should have a concrete idea of the types of clients that are right for your business before you try to bring them in.
Similarly, you need to be confident in your mission and identity as a business. Be sure that your brand is rock solid. You might consider hiring a branding company to help you make your business integrated and streamlined, or at least do some serious thinking on this yourself and be familiar with what distinguishes your facility. Maintain consistency with the image your salon is projecting and create a clean, well-run, and welcoming atmosphere so that when you do get new clients, they want to come back.
Once you've done the mental homework, it's time to get down to actually drawing people in. The best place to start is with word-of-mouth marketing. Make sure your faithful clientele know that you're looking to expand. Ask them to mention your services to their friends and colleagues. And it doesn't stop with your customers - you should also promote your salon verbally. Get more active in your community by sitting on a board or volunteering. Don't be pushy, but also don't be shy about discussing what you do and why your spa is the top choice. Make sure people know about you.
Now it's time for actual advertising. Place ads in your local paper or other publications, and don't forget social media. Make sure that your business is active on Facebook, Twitter, Pinterest, Instagram, and Foursquare. Provide valuable information and tips to keep followers returning for more, and offer exclusive online or social media deals.
Make sure your website is up-to-date and includes all pertinent information like your hours and location. Consider starting a blog if you have writing skills or can hire someone who does to share insights with your potential customers. If you do this, remember to promote your blog on your website and social media so people know and are reminded that it exists.
Utilize incentive programs. Offer free or discounted services or products to first-time customers, and create a referral program for your current clients so that they are rewarded for bringing in friends and acquaintances.
These strategies should help you get some new faces through your doors. Once they're there, remember that you want to turn them into repeat customers. Always focus on customer service above all else. Keep a clean facility, make sure all of your staff is friendly and presents themselves well, and stick to appointment times; don't make new clients wait.
Be sure to keep up with your efforts, and you should have a steady flow of new clients at your styling stations.