Salon Ads – Same Old or New New?
Everyone in the beauty shop, hair salon, and day spa business have seen those itty-bitty tear out coupons for services that come in the local coupon book. The sad part is, they usually cannot tell you how effective that campaign has been to draw new customers into their shop, or just how many thousands were sent out and sat around in restaurants, other salons, and various discount grocery stores that went in the trash and were never picked up. Since few people really read a local newspaper any longer, there has to be other means to reaching out to your potential clients in order to build a clientele for your salon. One of the common methods when starting out is mailed out postcards offering new customers a substantial discount. While fairly cheap per unit cost, these cards still cost enough that it takes a lot of them being returned to break even on the expense. Industry magazines are not a great option when you are new in business, but posting coupons, flyers, and putting out cards in unexpected locations, such as your local community college and local gym may get you some new customers, especially if you are offering a great opening deal. There are ways to reach your potential customers more effectively, though, for less cost and a better return, and it is digital.
Beauty Salon Ads Need to Appeal to Your Future Market
One of the goals of marketing and placing ads is to reach potential new customers. The question is, who are you trying to reach? Have you defined your customer, and the type of customer you want to try and retain over the long haul? Often some of your best customers are those who are no one’s customer yet – newcomers to the area, young professionals who need a better look or are now affluent enough to get a really decent haircut, the soccer mom who wants an hour of serenity being pampered while her nails get done, or who? You need to look more at gathering new clients that have a higher potential for retention than stealing clients from other salons. True, if you hire talented stylists and techs with a following, some of their customers will come with them, no doubt. But you need a base of customers loyal to your shop, not just to a person, because if that tech moves again, there goes those same customers. A good salon manager has to be always watching the local market, looking for opportunities to pass out business cards or discount cards at events, to include as stuffers in freshman orientation bags or newcomer baskets, and other opportunities. The way to truly reach those people, besides cards and coupons, is to go where they are looking for services. That location in nearly all cases now is their inbox.
Hair Salon Ads Volume Makes a Difference
It’s not just hair that needs volume around a salon. Your ads need to have volume when they run because the volume is what tells you how many people searched for exactly what your text or content states and the search engine can find to match it up with in your copy. A phrase, word, or group of words is referred to as a “keyword” and is looked up exactly in that group in that order to create that match. Those keywords not only are important to people finding your ad, they are part of what pushes your ad to the top to be seen in both Facebook and Google ads. The more volume, generally the more it will cost per click when people click on your ad to get taken to your website, but it also means a lot more people are seeing your offerings. Volume means more customers are looking for exactly what you have, and making sure that the words that they search for are available for the search engine to find is extremely important to help get your website, Google map search, or your ad, at the top of the list.
Both Facebook and Google work off of a bidding type system. You set a budget for the day or time period, and they spend your budget up to your preset amount, based on how much per “click” is set as the amount to spend. Your chance of “winning” to get your ad shown is based on what other companies bid. This helps control what you spend, and how it is spent. The nice part of Facebook is that you can define an audience down to the customer type, area they live in, times of day the ad is shown, or other factors to target or retarget your advertising. The best salon ads are those that make an offer and get to the client you want to attract, rather than a wide distribution to who knows whom. Your ad does not automatically go into the wastebasket like coupon books do, they go to the feed of a customer who matches the kind of customer you are looking for, or one who is already searching for exactly what you do or provide. The digital real estate of generating warm leads gives you an advantage when they go to your website and then contact you, click on your call button, set up an online appointment, or send in your contact form so they can get more information or contacted.
Hair Salon Ads Ideas For a Variety of Media
One thing that is helpful is to keep an eye out for ads and marketing materials that appeal to you, and that you think would appeal to your customers. This includes things like photos, announcements, educational information, and other ways to keep your name and your offerings in front of customers. Do not think of hair salon ads as only a discount on a haircut. Offering a gift certificate for the local shelter to auction off at their fundraiser gets you free press, is an inexpensive advertising item, and you probably will get mentioned in their program, print media articles, online presence in social media, and elsewhere. Not only do you get mentioned, but often those same locations can be used as backlinks or citations to add power to your webpage. Look for free or inexpensive ways to get your salon name into local directories, or into programs for local charities, fundraising opportunities, or community activities. The faster you establish yourself as part of the community and are seen as a landed business, the faster yours referrals and credibility will grow.
Keep Reference Files for Hair Salon Ads Examples
Another way to get your salon seen by potential customers that might otherwise miss you is content on social media, and a blog. Both require regularity to be effective, so it is a bit of work, but the likes and people who engage with your comments are all potential customers, and your information often gets shared over and over. Don’t be afraid to contribute to other blogs that can put your expertise, or that of your staff, in the spotlight. Youtube videos are another great means of reaching out to showcase the work your shop is capable of creating.
With all hair salon, beauty salon, and spa ads, remember that you need to think outside the box. Getting some professional assistance with Google and Facebook ads is highly recommended, as there is a learning curve on both those media for cost effective ads that get people’s attention so they take action. Remember that setting the example and staying in front of the public is how you will grow your salon business, so many things are ads that you might not usually think of as one, and can pay back well.