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Mobile Marketing for Salons Spas owners and Stylists – Tips and Strategies
by Gerard Fairley
All of your potential customers are searching on their cellphones for the newest Salon, Stylists or Spa in their local area. Location will always be very important, but your customer is now searching (and finding) your location not by walking with their feet, but by searching on their cellphone or tablet with their fingers. Your customers are using keywords to search and find you. Even more importantly…many stylists (hair, nails, makeup, etc.) are delivering their services to homes and offices directly…taking their “Salon or Spa” on the road. A Brick and Mortar location or “storefront” has more financial burden and overhead, so you have to market smarter in order to compete in the new marketplace. Successful Mobile Marketing Strategies for Salons Spas and Stylists now depends on the smarter use of social media, including email, texts, mobile location based apps, qr codes, etc. to engage your customer and keep them coming back for more.
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Salon Mobile Marketing Strategies (Spas and Stylists) is different now that the Mobile Internet has taken over, so you have to adjust the way in which you reach and engage your current clients and woo potential new clients. You already know that your customers are constantly being bombarded by online offers and promotions from your competitors.
Its important to be where your customer is. Approximately 90% of your clients (women), will be on Facebook. Why not be where they already are ? Twitter runs a close second in terms of it’s overall promotional value…and its ability to blast your offers and services. When you update a post on your Facebook Fan page, it gets shared primarily within the Facebook eco system. Twitter may have a smaller user base than Facebook, but Tweets have a tendency to get picked up in broader mainstream media markets as well. Instagram is a fun way to keep your customers ( and potential new customers) visually engaged in your Brand. Hold photo contests to keep fans excited about your brand….and they will drive Traffic to website.
1. Facebook (most of your customers are here..easy to find them)
2. Twitter (good for promotional blasts and engagement)
3. FourSquare (location based mobile app and review site)
4. Review Sites like Yelp, YP (Reputation building )
5. Instagram (keep them visually stimulated about your services)
6. Contests – people love them and you can deploy them across all of your web properties.
Review websites like Yelp, Citysearch, Google Places (Local) and YP (yellow pages) help you to build your brand and bolster your reputation outside of your immediate social community. A person who is searching for a local stylist thru Google, can easily land on your Yelp review. Review sites are great for traffic to your website. Be sure to incentivize your customers to leave reviews. Your customers reside in little communities all over the Internet. It’s up to you to keep them engaged and keep your message consistent across all of your digital properties.
You have to have a website, this is the nucleus of your Brand and all “digital breadcrumbs” should lead back to it. Make sure this website is digitally optimized so your potential customer can view it on their mobile device (no widgets and extra clutter). They have to be able to call you, email you or schedule an appointment with you…right from your website. This is what your customer expects. Remember 50-60% of customers will land on your webpage properties strictly from their mobile devices. Alot of your clients will never even see the desktop version of your website. Incentivize your customers to give you their email address (with a coupon special) so you can keep them engaged and loyal fans for years to come. Foursquare is a mobile based location app and is becoming increasingly popular and relevant. They also offer (paid) merchant services so you can drive people to your brick and mortar location with special coupons , badges and other prizes. Claim your location and optimize your profile so your customers can leave tips and reviews on your Page.
Contrary to what you have heard, Email is not dead. Text Message Marketing maybe picking up in popularity but email is not dead. The smart salon owner is combining email and text message marketing together to really keep your loyal fans within your herd. The smart spa owners and stylists send out emails at least once a month, because everybody is simply not going to give you their mobile cellphone number…no matter what the giveaway is.
Your high-end clients are also less price sensitive, so your 30% off coupons may not work as well. Use a market leader email service provider like Aweber, ConstantContact, MadMimi or MailChimp to automate this process. They will ensure that your customers properly “opt in” to your list. Getting the permission of your customers first, is important...otherwise people will unsubscribe (or label it spam, and get filtered out automatically). These vendors have templates that allow you to create a professional looking newsletter to house your email communications. Now you can create a monthly newsletter with relevant beauty tips, videos and information …a link to your review sites etc.
1.Email blasts (2-4 month)
2 Text Message (coupon blasts 1-2 month)
3. Online Paid Ads – pay-per-click and banner ads on Yelp, Google adwords, etc.
If you are working with an advertising budget, I would suggest you split it with Facebook Fan Page ads, sprinkled with Google Adwords, Foursquare Merchant Services, and Yelp/CitySearch —> for more immediate walk ins. Successful Mobile Internet Marketing for the Spa, Salon professionals – owners and Stylists depend largely on using all of these different mobile tools and apps together in a cohesive way.