Expert Advice: Elevate your marketing game

At the moment within my world, the latest discussions are all to do with marketing. What exactly is marketing and easier ways to do this around being a small business owner. 

For those who aren't clients of mine, I didn't want you to miss out, here are some key insights to help boost your beauty and hair businesses.

Marketing is an ongoing necessity for business growth, especially in an industry where competition is continuously on the rise. If we don't do it, and do it well, we are going to get left behind.

Here are some ways to get started:

Revamped email marketing

Email marketing remains a powerful tool. If you're not leveraging your salon software to send personalised emails, it's time to start. 

Beyond sales and offers, use emails to build a personal connection. Share updates, tips, after-care advice and celebrate successes. Move beyond traditional newsletters to create engaging content that resonates with your clients.

Strategic social media

While social media is a go-to for many businesses, don't forget about diversifying your marketing channels. Tailor your social media strategy based on your audience.

If your existing clients follow you, focus on more than just treatments. For potential new clients, emphasise your salon's offerings. 

Interact with your followers' using polls, question boxes, quizzes and other tools. Make your social media platforms genuinely social to build a strong online community.

Connect with complementary businesses

Capitalise on the trend of supporting local businesses. Look at those with a similar target audience and explore collaboration opportunities. For instance, a make-up artist can partner with a local beauty therapist, or a beauty salon can collaborate with a nearby florist. 

Joint promotions, cross-promotional social media activities, competitions and charity events can be effective ways to grow both businesses. Think creatively to form meaningful partnerships.

Calls to Action

Whether through social media posts or traditional marketing, always include a clear Call To Action (CTA). Guide your audience on what steps to take next. This could be booking an appointment, participating in a competition or exploring a new service. Directing your audience enhances engagement and increases the likelihood of conversion.

Remember, building trust takes time. Clients typically need to encounter your brand 7 to 14 times before deciding to engage with your business. Implementing these strategies will help you connect with potential clients more frequently, expediting the trust-building process.

Katie Godfrey is a Business Strategist and Mentor and CEO of KG Professional, offering ABT-Accredited courses across the UK. Katie is hosting a live event sharing her marketing tips in April.