In the sea of available beauty providers in the world, it can often feel like we are shouting into the wind while trying to be noticed. Social media usually magnifies this feeling, as we hang our hopes on likes and shares as a measure of success. Do you ever feel like you’re struggling to get your work seen and appreciated by potential clients? I know that feeling all too well at The Nailscape, as I’ve seen more educators pop up, competing for your attendance and attention. 3 WAYS TO MAKE YOUR BEAUTY BIZ STAND OUT
I’ve compiled three ways to make your beauty business stand out from the crowd, whether you’re competing with the salon down the street, or the other booth renter in your space. Consider one or all of these strategies to enhance your image and entice new clients to your table.
Advertise What You Sanitize
I was in New York during fashion week one season, and I was walking in the brutal February cold near one of the venues, a sight in a nail salon window stopped me in my tracks. They had placed their autoclave in one of the windows. I had to double back and double check to be sure. In a window in their back room, the autoclave was purposefully placed for maximum exposure. I chuckled to myself about such a clever way to advertise that this salon sterilizes implements.
As clients become more savvy about correct disinfection and sterilization practices, advertising what you use puts the conversation in the open and instills client confidence. I was recently looking for a new pedicure spot in Chicago, and was surprised at the lack of results when I googled “autoclave nail salon Chicago.” Have you added those keywords to your website to optimize potential Google searches? Do you list your sanitation practices on your website, or do you just call yourself clean? Be specific – clients want to know. 3 WAYS TO MAKE YOUR BEAUTY BIZ STAND OUT
In addition to online advertising, do what that New York salon did and kick it old school. Put up a window cling that shows that you use a specific disinfectant, or add a tent card to a pedicure station that is going through the 10 minute kill cycle. Bring your autoclave out of the back room and put it somewhere clients can see it being used- your referrals will increase dramatically.
Innovations in salon sanitation mean that it is easier than ever before, and there are no excuses for dirty practices. I recommend: 3 WAYS TO MAKE YOUR BEAUTY BIZ STAND OUT
- BactiBarrier Steps 1 and 2 for surface disinfection and active microbial protection
- Rejuvenate One-Step Disinfectant for surfaces and Prevention HLD8 for tools
Show Up In the Inbox
Social media is a powerful tool for business, but algorithm changes have begun to affect how much of your hard-earned audience actually sees your carefully curated content. A social following is important, but it is rented space – those followers belong to the platform where they live. The best marketing tool most beauty businesses aren’t using effectively is email.
Intentional use of email to market your salon business is a great way to stand out from similar providers. Emails are seen, and they convert to a purchase 5x more often than a social post. Five times. Let that roll around in your brain as we discuss how email is the real deal. 3 WAYS TO MAKE YOUR BEAUTY BIZ STAND OUT
Clients prefer to have promotional material sent to their inbox over seeing it on Facebook anyway, so let’s give them what they want! If your email list consists of your mom and your husband, it’s time to give list-building some serious thought. Offer clients a small service upgrade or retail item in exchange for signing up for your list, and watch your audience grow and grow.
As you grow your list, commit to a cadence of weekly emails. This doesn’t have to become a massive undertaking, nor should it require more than an hour of your time. Your emails can even be automated by an email marketing service so that you can set it and forget it! Thank your client for coming in for a service and encourage them to leave a review on Google or Yelp. Send out a weekly newsletter that tells them what new products or services you’re offering, and what’s happening in the salon. Send a single photo of the best work that you did that week and wish them a great weekend.
Email is intimidating and it really doesn’t have to be. I’ve compiled a list of the tools I use to keep in touch with my subscribers and readers, all of which are very easy to use. I recommend:
- Mailchimp for managing lists and setting automations 3 WAYS TO MAKE YOUR BEAUTY BIZ STAND OUT
- Constant Contact for the same
- Canva for designing my emails (I usually use the poster format and make it a bit smaller using an image editor before I email)
How many times have you had to explain that nails don’t breathe, and you don’t need to take a break from gels, and what they think is cuticle isn’t really cuticle? Educating clients is another method to increase your perceived expertise and cement your position as the beauty authority in your community.
Beyond explaining nail anatomy and dispelling myths while we hold our clients’ hands, there are other ways to educate and share expertise. You can add a blog to your website and explain current trends, respond to recent news reports, and show what you know, (which would be a great thing to email your clients also ;).
You can hold events at your space and invite your clients to learn about skin care, new products, or partner with local professionals like real estate agents or jewelry designers to cross-promote yourselves. A salon that excels at this is Poppy & Monroe in Nashville, TN. They are always holding events for their clients and community to learn and gather. Check them out on Instagram @poppyandmonroe.
You can also reach out to local media outlets and offer your services as a beauty expert and offer to be a source for information on trends and happenings in the beauty industry. This is particularly effective in larger markets, but every town has a newspaper – so get after it!
How do you stand out from the others in your area? Let us know your favorite tips in the comments.
3 WAYS TO MAKE YOUR BEAUTY BIZ STAND OUT Salon marketing ideas how to market my salon beauty industry