Renowned salon business expert Liz McKeon has crafted a comprehensive seven-step framework to assist salons in shaping their marketing strategies.

This clear and practical approach is designed to enhance business growth through targeted communication and refined lead management, resulting in improved conversion rates, increased sales, and higher profits.

Step 1: Attract Traffic
In today’s world, consumers have become adept at ignoring advertisements, making it crucial to find alternative methods to drive traffic to your website. One effective solution is to generate valuable content that engages visitors, which can include blogs, videos, webinars, and case studies. This approach not only draws leads to your site but also fosters a trusting relationship with potential customers. Optimising your content for search engines, known as SEO (search engine optimisation), is essential for visibility; when potential clients search on platforms like Google or Yahoo, higher rankings mean more traffic to your site. Additionally, consider paid advertising options like Google AdWords and Facebook Ads to amplify your online presence. Given that around 75 percent of consumers use social media to research products and services, maintaining an active online presence is vital. Consistency is key; regularly share updates, special offers, and engage with followers across various platforms.

Step 2: Capture Leads
Once you’re attracting visitors to your site, the next step is to encourage them to share their contact information so you can nurture these leads. Creating simple web forms that ask for names and email addresses is an effective way to collect this data. If potential clients hesitate to fill out your form, it may indicate a lack of credibility on your website. Establishing trust can be achieved by showcasing client testimonials, case studies, and any industry accolades.

Step 3: Nurture Prospects
Clients will book services when they feel ready, so it’s crucial to cultivate trust and systematically engage with leads. Implementing consistent, value-driven follow-ups can give you a competitive edge, with clear communication plans such as weekly specials or monthly newsletters. Make sure to evaluate your follow-up techniques—whether through emails, direct mail, or others—and personalise them based on your clients’ interests and history.

Step 4: Convert Sales
Attracting, capturing, and nurturing leads is essential, but turning them into paying clients is where your focus should lie. The connection between clients and therapists is vital in the service industry. Utilise your salon’s computer system to analyse client behaviour and spending patterns, maximising the value your team provides.

Step 5: Deliver & Satisfy
To cultivate lifelong clients, you must ensure that they not only return but do so with satisfaction. Delighted clients tend to become advocates for your brand, referring others through personal recommendations. Consider implementing a client feedback survey to gather insights on your services, ensuring that you consistently meet and exceed their expectations.

Step 6: Upsell to Clients
Acquiring new clients is generally much costlier than retaining existing ones. A crucial statistic for salon owners is that 80 percent of profits typically come from 20 percent of clients. Unfortunately, many salons focus solely on attracting new business and neglect opportunities to upsell or cross-sell to their current clients. Maintain regular communication and inform clients about additional services and products that align with their interests.

Step 7: Get Referrals
With an effective process for managing leads established, you can now focus on generating referrals. People are more inclined to engage with recommendations from satisfied clients. Implementing client referral programs can generate high-quality leads. The simplest strategy? Just ask your happy clients for referrals and make sure to show appreciation with thank-you gifts.

Visit www.lizmckeon.com for more insights.