Nowadays, we all know that a good digital marketing strategy for beauty or aesthetics salons is essential, especially given the significant competition in the sector. Just as we take care of the business in the physical environment (premises, treatment rooms, decor, etc.), we should do the same in the digital one.
Not every marketing strategy works for every business; specifically, for a beauty and/or aesthetics salon, the goal of our strategy should be to gain visibility and new clients, but also to build loyalty among the clients who already trust us.
If you think your business needs a boost in the digital space and don't know where to start, today we're going to talk about the 5 digital marketing actions most recommended for beauty and aesthetics salons.
Website and SEO
The website is the most important tool for being found online (search engines, maps, etc.) and for giving a first impression of what your business is like.
It doesn't need to be a very complex website; it can be something simple that clearly showcases your services and products and provides all the relevant information about your business (phone number, opening hours, address, prices, etc.).
What is worth making sure of is that SEO has been well worked on. SEO refers to the techniques applied to a website to improve its ranking and visibility in search engines compared to other websites, which is why it's so important to get this part right — otherwise, the competition will have the advantage over you.
To try to attract new clients and stand out in your local area, it's important to work on Local SEO. This is a strategic plan that improves your salon's (or salons') visibility on Google, both in terms of your business listing appearing for related searches on Google Maps and on the website itself.
There are many Local SEO guides you can use, or you could hire a specialist to help you.
As we mentioned, Google gives businesses open to the public the option of having a listing that includes the most relevant business information (opening hours, phone number, etc.), as well as location and the ability to include posts and offers, plus photos (yours and your clients') and reviews. Having this listing well completed and managed will help you a lot with your ranking.
Additionally, on Google, specifically on Google Ads, we also have the option of running paid advertising campaigns, with different formats and targeting options. Thanks to this tool, and by investing every month, you'll be able to rank on the first pages of Google and help your business grow little by little. It's a tool with immediate, highly effective results.
Blog
The blog is one of the great unknowns for businesses, but it's an essential marketing tool. The blog will help us a great deal in sharing valuable content with our clients and improving our SEO ranking.
Ideally, you'd update it every month with new beauty and/or aesthetics articles, news, etc. and share it, offering your view of the business, ideas, interesting news, experiences, new services, etc.
Publishing content on your blog frequently is a way to be found for free on Google and to position yourself as an expert.
Social Media
Instagram and Facebook are the two best-known social networks right now. By creating professional profiles on these social networks, you can connect with your regular clients and attract new ones. The beauty and aesthetics world is very active on Instagram, with a huge number of salons and beauty centres present on this social network.
The keys to having good reach and growing, especially on Instagram, which currently has the most active users, are:
- Create valuable content that serves and resonates with your audience.
- Be consistent with the number of posts and be present daily on your profiles, even if it's just on Facebook.
- Interact with other accounts and profiles, that is, “give to receive”.
- Always reply to followers' messages and comments. Don't forget these are social networks, and the main goal is to “connect” with people.
On both social networks, you can also create paid ads and target a very specific audience, which will help you whenever you have special offers and promotions you want to communicate.
Lastly, we can't skip mentioning TikTok, which has grown exponentially since the pandemic. And, in case you're wondering, no, you don't need to upload dancing content every day.
This social network is perfect for sharing tutorials of your services or before-and-after examples of your work. Don't forget to use the most viral songs of the moment to give each post a boost!
SMS or text message marketing.
Many businesses use SMS marketing as an essential tool, and it's been shown that this tool is very effective for having more “direct” communication with your clients.
As a general rule, 90% of SMS messages sent are read by clients, whereas only 20% of emails sent by businesses are read by their recipients. That's why it's important to make the most of this tool to communicate new discounts and promotions at your salon.
Another advantage is that they're short messages and can be personalised with the client's name, which increases the chances they'll be read.
Many appointment management and scheduling systems offer this option, also saving you a lot of work. One of the systems that works best for this is Versum.
Besides SMS messages, another great option is working with WhatsApp Business, the business version of WhatsApp. With this app, you can categorise your contacts, send them welcome messages and other automated messages, and include a product catalogue to attach to your messages.
Leave us a comment telling us which tools you use most at your salon and which ones were new to you.
If you found this interesting, feel free to share and comment.
If you'd like personalised advice on any of our products or on carrying out services, feel free to contact us:
- Chat on the website
- Phone: (+34) 91 421 30 59
- WhatsApp: (+34) 618 578 678
- By email: info@seenaowell.com
