Salons are a brick-and-mortar business. But, that does not mean they cannot use the latest in online marketing techniques to gain clients. People are relying more and more on social media for personal and business interactions. A smart salon owner will know this and make sure the company has a strong online presence. Social media offers a way to connect on a personal level with potential customers. With a well-run media campaign, salon traffic will take off and take the business in new directions. But, how does a business leverage social media to promote the salon? Know your target audience. What kind of client do you want to frequent your salon? Are you looking for mothers and their kids? Do you want the hip, urban crowd? Are you an ethnic shop? All of this plays a role in how you use social media. Create an online presence geared towards your target audience. You need a comprehensive online profile. That includes a website that offers full details on your services and products. Also, you need a Facebook account and a Twitter feed. Begin leveraging existing clients, friends, and family. You need to start some place. Have the people who know you best become friends and followers. Then, ask them to refer people to your following. Use SEO-leveraged messages to get the local audience. Using messages that include local SEO keywords can drive more people to your business. For example, a keyword like "hair stylist in Atlanta" will attract people who want that service in that area.

Offer incentives through social media. Offering discounts is a great way to get people to share your social media as well as getting them in the door. You can also offer special incentives for each referral.

Measure progress and make adjustments. This is the critical piece. Knowing what is working and what is not will help you shape your social media messages.

Social media is not optional in today's fierce salon market. Getting new customers and keeping old ones is a mixture of providing great customer services, good prices, and savvy marketing.