No matter what type of business you have, updating your marketing plan is important. This is especially the case for those who are doing business in sectors that are service-driven, such as beauty salons. This is because the needs and preferences of your customers are subject to frequent changes. Therefore, your marketing efforts must be frequently updated to account for the ever-changing needs of your customer base.
For instance, the COVID-19 pandemic has resulted in massive changes in terms of how the beauty sector does business. This means that all beauty salons should be updating their present marketing plans. So they can ensure to account for these changes. That said, the following is a list of tips to help you update your salon marketing plan for 2021.
Reasons to update your salon marketing plan for 2020
In addition to the aforementioned reasons, there are plenty of reasons you should be updating your marketing plan for 2021. Some of which are:
Optimize Your Marketing Budget
A top reason to update your salon marketing plan is to allow you to optimize your marketing budget. Marketing is ever-changing, so updating your plan regularly will ensure your budget is being spent in the most effective manner. While updating your marketing plan, you will be able to eliminate useless spending while doubling down on more efficient methods. Moreover, you’ll be focusing on using the best methods that will allow you to attract and retain customers moving forward.
Your Salon Marketing Plan is Expired
Even if you are not actively updating your marketing plan, they should be updated every 2-3 years. In fact, if it hasn’t been updated in the past 2-3 years, now is the time. This is the best way to ensure your marketing plan is accurate and optimally effective. This is especially the case in the age of the COVID-19 pandemic. With all the beauty industry changes, you need to update your plan to ensure it’s realistic and up-to-date.
Technological Advances
Since marketing is heavily fueled by the technological sector, your marketing plan should be updated to incorporate these advances. Some recent technological advances are chatbots, voice searches, and all-in-one software are examples of recent technological advances in marketing. Your marketing plan should be updated to ensure that you are making the best use of such new advances.
Potentially Bad ROI
If you are experiencing an underperforming ROI, you should be updating your marketing plan as soon as possible. Otherwise, you will continue to waste money without achieving your intended results.
Don’t Forget New Talent
Also, you should update your salon marketing plan to account for new talent. Many salons have hired new talent to help cater to the evolving needs of their clients. If you have done this, you should be updating your marketing plan to incorporate all employees and services being offered.
Disaster Recovery
Additionally, updating your marketing plan can help you manage disaster recovery. Many beauty salons have suffered immensely due to lockdowns and new restrictions. Updating your marketing plan can be a great way to start fresh and push forward with new goals.
How to update your salon marketing plan for 2021
Now that we know the benefits of updating your marketing plan for 2021, here are some tips to start.
Analyze and Assess
One of the top ways to update your marketing plan for 2021 is to analyze and assess your existing one. Figure out what has worked well, what hasn’t worked at all, and what may work with a few tweaks. This will allow you to build a great foundation for your marketing efforts moving forward. Also, take a look at where your business is in the present. How many clients have you gained or lost? What kind of money are you making per month? How many people are visiting your website? How is your social media engagement? All of these questions are important if you want to create an effective marketing plan for 2021.
Align your goals with your salon marketing plan
Before you can create a solid marketing plan, you have to decide what your marketing goals are. Do you want to expand your social media presence? How about more visitors to your website? Do you want to create better ads? No matter what your goals entail, be sure to write them down and be as specific as possible.
Revamp websites and social media
Given that social media and websites can be such useful marketing tools, taking the time to revamp them is so important. Doing so can immediately help you attract new customers, while also recapturing the interest of former or existing customers. By changing your color schemes, logo, etc., you will be breathing new life into your brand.
Reassess appointment booking methods
Since we live in an age in which everything is handled online, reassessing appointment booking methods is an excellent idea. Many salons only allow their customers to book appointments in person or over the phone. However, you should consider allowing your customers to book their appointment online. This will make it simpler for many of your customers to book appointments.
Ads matter more than ever
Another way to update your salon marketing strategy for 2021 is to decide where you want to run your ads. Many salons may believe that pay-per-click ads are ineffective. But for those who do business in service-driven sectors, this isn’t true. However, you must take the time to truly learn the best practices for creating high-performing ads on each network. First, you have to research them and decide where you want to place your ads. Next, you should carefully craft each ad and adjust them as needed. See our article on Great Tips on Salon Facebook Ads that Sell.
Work with an influencer to promote your salon marketing plan
Working with an influencer can be an excellent method of updating your marketing plan for 2021. Start by researching which types of influencers work the best with your brand. In the beauty industry, teaming up with influencers can work wonders for your brand. To find the perfect influencer, pay attention to things such as the number of followers, level of engagement, etc. Either way, be sure to create a contract that is mutually beneficial for your business and the influencer.
Focus on retail
One major untapped market for many salons is retail. You should be thinking about retail as a complete profit center. Always spend time using them on the clients before marketing the product to them. Some salons have even taken it a step further and created their own products. This is a great way to offer your customers cutting-edge products, while also boosting your sales.
Create a newsletter as part of your salon marketing plan
If you are looking for content marketing ideas, creating a newsletter is an excellent method of reaching new customers. Newsletters are often an effective marketing tool because they periodically send useful information while promoting your brand. Creating a newsletter is easier than you think and it can really help you expand your brand.
Here is a great article by Salon Today to learn how to start a newsletter.
Client loyalty programs
A great method of updating your salon marketing strategy is by creating a client loyalty program. These will not only help you maintain your existing customers but it will also help you attract new ones. This is a great method of optimizing your salon marketing budget. It is always cheaper to maintain existing customers as opposed to acquiring new ones. Creating a loyalty program will enable your clients to become more invested in your company. This is especially true given the perks they are receiving. Whether you offer discounts or free products or services, this is one of the best ways to ensure that your customers return over and over.
In Summary
For sure the COVID-19 pandemic has caused widespread disruptions in the salon and spa industry. However, there is no reason you can’t regroup and come back better than ever. If you are looking for the best ways to update your salon marketing strategy, follow these tips. This list is sure to get you headed in the right direction. You must take the time to analyze and assess your present salon marketing plan. Moreover, always spend time setting new goals and revamping your social media. Be on top of your website, and more. These things will ensure that you are headed into 2021 with a marketing plan that will generate results.