If you manage or own a beauty salon or spa, you probably know how important it is to build a reputation. This will help you stand out from your competitors, facilitate the growth of your client base and ensure repeat business.
Have you ever stopped and thought, what is the first impression people have about your salon? What kind of basic information you are giving them about your business?
The most important of them all – how do potential customers discover your business?
Chances are that your clients found you online while scrolling through their Facebook feed or stumbled upon your salon on Google.
Whichever route a client takes to find your business, the truth is that your salon and spa clients are doing their research before booking with you on your beauty salon software.
They are likely to check out reviews about your salon before they book with you the first time. As a salon manager, it is your duty that all the information available about your salon online is fair, accurate and complimentary. If a client portrays a negative image of your salon online, the reputation of your salon can be tarnished forever.
Besides the ‘first impression’, a client needs several different touch points before they become a loyal, paying customer.
In this blog, we want to help salons understand how the ‘road to discovery’ goes and how you can fix your salon reputation online in order to welcome more clients into your doors.
How do people discover your salon?
If you ask a client who walks into your salon how they found out about you, most of them would answer word-of-mouth. On the surface, this simply means that someone told them about your salon and they’ve just randomly walked in without any background search whatsoever.
Typically speaking, this can never happen. Even if their friend recommended your salon to them, to get there, they will need the address and the first route they turn to is Google Maps. In the process of finding your location, they may delve deeper and read reviews. More than two negative reviews and you’ll lose a client.
Even if the reviews are positive, they’ll resort to more research before they finally decide to go with you or not.
From this, we understand that before a client narrows down on your salon and come in contact with you, they check you out on different places.
To help you create an excellent impression everywhere, you need to fix your online reputation on the following channels:
- Google Maps: Search engines play a crucial role in putting your business on top of the list. Having a professional ‘Google My Business’ profile is the first step you need to take seriously to promote your business online. Make sure you have all the information filled out correctly. That includes your name, address, contact info, and website URL. When done right, your salon will automatically pop-up when a user is looking for salons in their locality. Besides this, make sure to add high-quality photos and get a lot of 5-star ratings from your existing clientele. This will truly help your salon shine in a good light. Learn more about Google My Business for a Salon.
- Your salon website: If your Google profile did a good job at luring potential clients, the next step they’ll probably take is to visit your website which is linked to your Google My Business profile. Your website has the power to further sell your business to your target group. Therefore, the design you use should be captivating and compelling. It should give your customers a reason to stay and navigate. In order to sell your business effectively, your website doesn’t have to be extremely fancy. It just has to create an impression that you’re a high-quality salon. To give your website a fresh look, keep the following points in mind:
- Don’t use stock photos. Instead, use your own photos.
- Make sure the website looks good no matter where it is viewed from.
- Update your website every six months
- Make it really easy to book an appointment on your homepage. Link the booking widget of your spa management software to your homepage.
- Have a basic about us so that people have a rough idea on how you started out. Remember, the beauty industry is a vertical where people buy from people, not from a business. To be able to do business with you, they need to build a rapport with you.
- Have your salon menu and price list.
- Make sure your website and all your other marketing collateral have a uniform brand identity.
- Connect your website to your social profiles.
- Facebook and Instagram: On a journey to book an appointment with your salon, your potential clients will turn to your social media profiles. To check if your salon vibes in with their personality and style, they will see the kind of content you post. First of all, you can only build a positive brand image of your salon by posting different things on the two platforms. While Instagram is more like a gallery of your Salon, use Facebook as an informative tool to educate your clients on what you do.
On Instagram, you can post photos of your work, your team, retail products you sell and photos of your clients with their permission. Remember, you need high-quality photos with a consistent theme. A cluttered profile is not very pleasing. Read how to engage your clients with Instagram here.
As mentioned earlier, your Facebook posts should be more informative. Create videos, go live once a week and give a link to your blog posts. You could also post occasional pictures of your work but don’t spam clients too much. To build a positive reputation of your salon on Facebook, useMioSalon, beauty salon software that filters out all the negative reviews and only posts the positive ones. Also, include a link an online booking widget on your page. Here’s how you can create more like-worthy content.
Once you’ve passed all the tests to maintain a great online reputation for your salon, you don’t need to worry about what a client will see when they’re researching about you.
In fact, if everything’s looking good, your clients will even schedule an appointment and become unpaid advocates for your brand. To persuade a client to stay, it is vital to have a “call to the book” everywhere.
It’s not necessary every single client will have the exact same ‘research journey’ but one thing is for sure that they all read up a little before setting foot into your salon or spa.
There are some clients who want to learn every damn thing about your business. For their satisfaction, it is vital your online reputation looks good at all times.
To create a stellar reputation every time and be vigilant of your online spaces, switch to MioSalon, spa management software. It’s absolutely free for 7 days.