You’ve attended cosmetology school, found a great location, and assembled a team of experienced beauty specialists. There’s just one thing left: customers! To increase salon clientele, you’ll need marketing that grabs attention and keeps you top-of-mind. Unfortunately, marketing is a unique skill set — where should you start?
At this point, it’s important to note the difference between marketing, promotions, and advertising. Though often used interchangeably, these terms actually refer to specific techniques that apply to different goals.
Marketing is your overall strategy for getting the word out about your salon. It accounts for:
Researching your target audience
Plans for reaching customers
Campaigns to engage with customers
Promotions are details that enhance the value of your salon. The term refers equally to:
Limited-time discounts or bundle deals
Unique features of your product or service
Advertising is the marketing component your customers will actually see. Advertising encompasses a broad range of formats, including:
Social media posts
A comprehensive salon marketing strategy should incorporate all of these components: a plan for reaching customers, promotions to entice them, and advertisements that deliver clear brand messaging. Let’s explore each element in more detail: