January 2020 came around and you were finally feeling on top of things. You were making progress in your salon, had some exciting new hires lined up, you had a handle on your salon marketing strategies and started seeing some tangible results!
Then BOOM, out of nowhere the entire world is turned on its head. Your plan is forever shifted, your business will quite literally never look the same. So why should your marketing remain the same way?
Introducing Our Salon Marketing Strategies Expert
Bart Foreman, Founder and Executive Strategist of EndGame Marketing Solutions is our guest today. We first asked what his take on the current market is and how we can find ideal clients. Foreman is always challenging normal marketing methods. He emphasizes that your salon marketing strategies should always be adjusting to fit the current market. This could never be more true with the current disruption.
Foreman offers many non-traditional marketing methods that go beyond just social media and word of mouth. He rightfully states that finding your ideal clients is not only difficult but is a moving target. We are more of a socially distant world. Moreover, we are increasingly online. So it’s no surprise Foreman recommends video marketing as one of the most effective methods right now. Here are some of his EndGame Strategies:
Transform your current clients into influencers or ambassadors
Ask them to tell their friends, but not the old fashion way by handing out cards. Ask for a video testimonial. You’ll be surprised how many clients will say yes. These videos go on your YouTube channel, your website and your social media sites. And the best testimonial strategy? Ask the client if she will post her testimonial on HER social media sites. YOUR SALON JUST WENT VIRAL. Do this once a week and you will create a non-stop traffic pipeline to your website.
You and your team are your best promoters
Once again, here’s where video marketing is so critical in this new COVID-19 normal. Create your own brand-building videos once a month to introduce a new product or service, or a tip how to use a round brush. Hint: don’t just grab a video from your favorite brand. Your clients and prospects don’t care about some distant educators. They want to see you or a team member, up close and personal. Celebrate team member anniversaries, new babies, and welcome new team members, even while social distancing.
Get really personal in your salon marketing strategies
While brand building and testimonials are key critical elements in today’s new salon marketing normal, there’s more. Prospects are finding your salon. They see you on social media. Clients talk. They find your website and they decide to give your salon a try. Here’s a big surprise: Every time a prospect schedules an appointment and has their first service, you, your team and the salon’s ambiance are on trial. And after he or she leaves, what happens? Maybe you send an email, or a text, or call and probably leave a message.
“Consider this. Using a new video email tool, shoot a quick video personally thanking the client for “giving you a try.” Express the hope that the service met his or her initial expectations, and encourage them to reach out if there was anything unsatisfactory. Also, encourage a return visit. Nothing will be more powerful than this personal shout-out.”
-Bart Foreman
Your website is your portal to the world
Your website has to engage every visitor. It has to be a portal in and a portal out, retargeting prospects who drop off and don’t engage. Retargeting is a critical marketing element many salons overlook with their salon marketing strategies. Who’s your best avatar? The last person who visited your website.
It’s never been more important and needs to be configured to take advantage of SEO (Search Engine Optimization). As COVID-19 leaves salons in a state of limbo, more people are at home searching for all things beauty and your salon needs to be in the mix. Making sure your website is SEO friendly will ensure that your salon will have a better chance at showing up as a top result in a search. Keywords are just the beginning. SEO is vital to all your salon marketing strategies.
Retarget like a Pro with your salon marketing strategies
Retargeting allows you to reach back to every visitor that did not engage on the site with a follow-up message. You have to have the right tools and your website has to be configured to do it, but the investment is worth it. Turn your website of pretty pictures and menus into a marketing tool that captures prospects and generates engagement – and new energy for your salon.”
In Summary
Foreman is an expert when it comes to video marketing, a powerful but underused tool. On his website, you can get familiar with video marketing, see how it will benefit your company, and get started on developing your new marketing strategy. There’s no film crews, no costly set up times, nor confusing editing. To learn more, visit EGMSVideo.com or send Bart a message at bsforeman43@egmsvideo.com.
The important part of your marketing process is making sure you are marketing with specific goals and an outcome in mind. Your efforts always need to tie back into building profit. Of course, you want to have raving fans, to serve the community, and to make others feel good. But at then end of the day, your marketing efforts need to generate results on your time and money. Always make sure you:
- Track your results
- Market and promote to the RIGHT audience (more details here)
- Measure every step
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