Start-up and well-established salons, spas and clinics alike need to stay on top of trends and believe us when we say that social media is essential to building a hair and beauty brand. Successful modern salons promote a lifestyle as much as a hairstyle!
Many salon owners are overwhelmed at the idea of branching out into social media however it is becoming increasingly important for connecting with new customers, building brand loyalty and creating a community of advocates. Social media is the modern word-of-mouth in an age where everything is digital, even conversations with friends.
And with so many salons killing it with their social presence, boosting their branding and business goals through social media anyone not going social risks becoming obsolete.
Building with social
Modern salon and spa clients, especially Millennials and Generation Zers, want to go to a salon that follows the latest trends but also where they recognise their values. As much as any other brand they want to connect with the people behind the brand and that’s why it is so important to create a relatable identity for your brand.
Social media is there to show off your products and services and the best platforms for salons, spas and clinics are Instagram and Facebook. Instagram is about aspirational imagery and that lends itself wonderfully to the storytelling element of salon and spa services. Instagram posts with lengthy captions suggest something worthwhile is being said and will get higher rates of engagement. This is a great way to show off a new style or introduce a new member of staff and showcase their work. Meanwhile Facebook is great for building a community, posting videos, photos, surveys and more.
A healthy mix of videos and photos with thoughtful captions that are complemented with a copy strategy will help increase your social media profile and naturally promote you on the feeds of your followers and in the “suggested follows” recommendations. Don’t worry about over-posting; two or three posts a day won’t overwhelm your followers but it will build your feed and optimise the social algorithms.
Think about what your brand stands for and the voice you wish to curate. Choose words, tones and looks that accurately describe your values and make them synonymous with your brand across your content.
Visual content is the future, specifically videos, and this is where salons really come into their own on social media. How-to videos like teaching viewers how to re-create a salon look at home are great for building an audience. It may seem counterintuitive to give away these tips but it’s actually more likely to win new customers. People don’t go to the salon to get ready for work or to fix their hair for the weekend; they go for an experience. Giving them something to help between visits builds trust and loyalty that will be repaid with bookings.
Always end your posts with a call-to-action where possible to encourage the engagement that ultimately builds the brand as your audience is identified and catered for.
Brand for the audience
Entertaining and engaging is precisely what your brand should be if it is to appeal to potential clients. Followers become clients when they trust a brand, are invested in the story, and are entertained. If you want your audience to be in it for the long-haul and to emotionally (and financially) invest in your brand you’ve got to create authentic content that is about building long-term relationships not turning a quick buck.
Great content will get an audience engaged and that may be a share, a comment, or tagging a friend. And the more engagement you get the more informed your strategy becomes. That’s because as the metrics put out more useful information from repeat viewership and engagement rate. The more you know about how, when, who and what is gaining traction the easier it becomes to create more successful content in the future.
If you’d like to know more about making your salon kill it on social media we’d love to hear from you. Check out Scene It Social’s digital marketing consulting services and let us help you workshop a plan of attack to achieve your business goals!