June 26, 2020 Chiara

Three salon marketing strategies learned from Covid-19

We know—the words “Covid-19” and “benefit” simply don’t belong in the same sentence. New restrictions forced salons to make necessary yet tedious adjustments as they reopened: reduced capacity, longer hours, and painstaking health and safety routines. 

In this article, we’ll take a slightly more optimistic outlook and examine how some salons undertook marketing strategies for their reopening that they can continue doing in the long-term. The three salon marketing strategies that have made reopening easier, improved customer loyalty and engagement are as follows; engaging on social media, email marketing and online booking.    

1. More Engagement on Social Media

Although a strong online presence for a salon is always one of your best assets, social media was especially important before and during reopening. Customers wanted to be contacted; they needed to know when you were reopening and how you planned to safely reopen. Now that salons are back open, it’s a good time to continue communication and take your online activity to the next level. One strategy that has seen a lot of engagement for salons around the world is documenting the new normal and how stylists are cleaning everything between customers. 

Take five minutes to look at your Facebook and Instagram insights and determine which platforms your customers are engaging with your salon the most. To give you a head-start, Facebook is more widely used by older adults while Instagram is better for young adults. Once you’ve narrowed your focus, here are a three important things to consider for social media shine: videos from within the salon (on a smartphone), clients getting involved seamlessly and how being active on social media builds customer loyalty.

A) Videos from within the salon

For many, a visit to the salon is a valued social ritual and an opportunity to build a rapport with their stylist. Many salons have been helping set their customers at ease by showing how they’re observing regulations with upbeat content from staff. A 30 second video may be all you need, stick it in the highlights! 

Users love video! In fact, in a 2019 survey, two-thirds of respondents stated that they would prefer to learn about a product or service through a short video. 

If your salon has been coping well with the new changes, it would make for a great video opportunity to show clients exactly what to expect from their visit. Plus, they’ll get a chance to see their favourite stylists on Instagram!

Keeping with the video theme, this could take several forms: a brief introduction to your salon and stylists for newcomers, a short tour of your space to showcase social distancing measures in action, a quick interview with a stylist about coping with the new changes, etc. Strike a balance between informative, reassuring and friendly! 

B) Clients seamlessly involved with social media

You can also make your content more exciting by involving your clients directly.

One idea that has been a big hit among salons is sharing hair transformations! Quarantine hair has become quite the joke. Snapping two shots of clients’ hair before and after their first visit back (with permission, of course) will bring a smile to their faces and put an extra spin on that trend.

C) Customer loyalty and engagement

Managing your social media is essential right now; however, its value won’t expire once this crisis is over. Attracting more clients to the salon and establishing faith in your brand is a long-term investment. To help you use social media to your advantage, we have created another blog post with social media tips and tricks for your stylist on how to take photos and videos with a smartphone in the salon.

2. Email Marketing

Many salon owners who are not the most tech-savvy hear “email marketing” and think it’s too much work.  It is an an unsung hero and is very simple to do, we’ll even do it for you for about 2 or 3 cent per email.

Email marketing is the best way to reach your entire contact list. A well-crafted newsletter or email campaign can get back lost customers who haven’t been to the salon in months or years. If you’ve never done it before but have lots of client emails, just wait for them to give you positive feedback about the “last months newsletter”. 

Email marketing for a salon has several strategic possibilities:

  • Keep clients up-to-date regarding your re-opening hours and services 
  • Share any new Covid-19 protocols
  • Link your booking platform 
  • Advertise your hair and beauty products 
  • Promote salon gift vouchers and special offers
  • Include client photos and comments for a dash of positivity in these times  
  • Check in after appointments to request feedback and reviews
  • Share useful at-home maintenance tips 

As previously mentioned, communicating more with clients is a logistical necessity at the moment. Make the most of this opportunity to improve your content and keep customers coming back. If you try different combinations of the offerings listed above, track engagement with your emails. What sort of content do clients prefer? What makes them click through? If you can figure this out, you’ll save time and, better yet, you won’t bore your clients with offerings they have no interest in. 

Mamma Marketing is here to help you use salon marketing tools and platform to your advantage, from specifically designed services for a salon such as social media marketing and online visibility to creating a website for your hair salon. 

As you make the necessary changes for reopening and communicate with your customers online, you can build a sturdy online presence that will boost business and good habits, forming your salon marketing strategies for the short and long term.

We are always sharing helpful blogs with tips and tricks to help hair salons with their online presence, read more of our blog posts or subscribe to our monthly newsletter that’ll be contain 2-3 tips and strategies that will help you stay ahead of the times regarding your salon’s online presence and salon marketing strategies.

3. A Streamlined Online Booking System

Say goodbye to the days of customers rocking up to the salon unannounced, only to join a one or two hour queue. Or to having two receptionists because of all the phone call bookings.

Covid-19 kickstarted salons in shifting to an appointment-only system. Online booking makes everything much easier and organised, once you get used to it of course. If mastering a new system seems like a hassle, fear not—it’s easier than you think. 

Some booking software, such as Fresha is our recommended salon booking platform as it’s pay as you go, free installation, an excellent customer service, easy to use and offers lots of features. 

More advantages of online booking systems are that you can take bookings 24/7, automatic reminder messages are sent to clients one day before, you can process contactless card payments, generating automatic emails for client reviews and more. They make managing the salon easier and more efficient. 

You may be running on a tighter appointment schedule due to reduced capacity and built-in cleaning times. You’re eager to reduce unnecessary contact from cash payments. Perhaps you’re also looking to pick up a few new clients who can’t book their usual stylists due to high appointment demand. Booking software is an all-in-one solution—and it will only continue to save you time, energy and money going forward.

A salon marketing team, at your service

Mamma Marketing is based in Ireland, the UK and several other countries around the world. We specialise in helping hairdressers with their online presence, and we’re experts at this point.

We work in a step-by-step fashion, honestly pricing our services in order to show hair salon owners the best value for money and return from what we do.

We start off with a completely free local competitor analysis to show you what has to be done for you to be number one in your area, online. We then offer two month packages for online visibility and an all-inclusive package of building a strong online presence in two months. Feel free to email us any questions, set up a free consultation call or check out any of the offers below.

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Mamma Marketing