Marketing can be overwhelming and confusing, and social media may add fuel to the fire. I get it! With so many moving parts, it’s easy to feel like you're drowning. But here’s the good news: a basic understanding of foundational principles can transform your business. Let’s start from the beginning.
Know Your Client
The old saying goes, "Everythang ain't for everybody." This is true, but the key is being true to yourself and what you have to offer. Understanding your clients beyond the surface is crucial and the understanding MUST go beyond demographics. Yes, it’s important to understand age, location, gender but think deeper … What do they desire? What are their pain points? What’s their end goal??
Truly take the time to see through life through their perspective. Through this knowledge can begin to tailor your services and communication to meet their specific needs. When you speak directly to their needs, you create connections that transcend mere transactions, you become their solution!
This is the foundation of all marketing success!
Honor What You Have
Many salon and spa owners lose more clients than necessary because there is no effort to build rapport and relationships with them. Client retention is the heartbeat of your business. It’s not just about offering a service because think about; how many salons in your area can cut and style their hair? How many color bars can slay their highlights? How many massage and esthetic spas are in a 1 mile radius from your business??? How many of them offer the same service as your business?
Honor the clients you have by creating memorable experiences for them! Personalize your follow-ups, offer membership or loyalty programs, and provide amazing customer service. BUT first, you’ll need to tangibly define what “amazing customer service” is in your business. When clients feel valued, they’ll become your biggest advocates, spreading the word, bringing in new business, purchasing retail and attending your events.
If you struggle with client retention, genuinely observe your client experience from booking to follow up and improve where necessary.
Be the Value You Seek
Sometimes value is blurred with too steep and frequent discounts are offered, or when brands follow trends instead of setting them. Focus on being the best value in your immediate area and then expand outward. Resist the temptation to slash prices in half or chase every new trend. Instead, highlight what makes your salon or spa unique. Whether it's niche treatments, eco-friendly products, or a commitment to client well-being, your value will position your business as the best choice in your area and your ideal client will seek you out and pay full price.
By focusing on attracting your ideal client, enhancing client retention, and boosting your local reach, marketing can become both authentic and simple for you.
If you’d like to learn more about these principles and how I use these principles to triple my clients revenue then join the on-line Monthly Marketing Unlocked Course :
You'll Learn:
Profitable Promotions: Spice up your marketing game with irresistible offers.
Email Marketing Essentials: Create converting campaigns.
In-Spa Marketing Funnels: Level up your business with sales funnels.
B2B Sales Funnels: Close business-to-business sales.
Network to Net Worth: Leverage strategic networking for success.
Without:
Posting a million times a week on social media.
Devaluing your services with 50% off discounts.
A huge Facebook ad budget.
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