Is your salon feeling a little quiet lately? Maybe new bookings are slowing down, clients are stretching out their visits, or you’re stuck doing everything yourself while your team’s columns stay half-empty.

We get it—because we’ve lived it.

With over 15 years in the industry, we know that every salon needs a strong digital presence to grow—not just a website, but a real plan that fits your brand, your clients, and your day-to-day reality.

Whether you’re here for a website, marketing advice, or just some guidance from someone who truly understands this world—you’re in the right place.

Let’s fill those chairs, take some pressure off and get your evenings back.

Ask yourself some tough questions about your salon’s finances, marketing, PR, and customer service.

This includes everything from assessing your financial goals, the performance of your website, to understanding your customer service standards.

Do not skip this step! It's going to set the foundation for your Salon Marketing Plan, and it's a lot easier than you would think and It's only 15 questions.

Think about how your perfect salon looks, feels, smells and sounds.

Visualise your website, social media, branding and portfolio.

What number of new clients you want to attract and what your profit figures look like.

Now, think about how you can achieve this dream salon and set SMART goals (Specific, Meaningful, Achievable, Realistic, and Time-limited) to make that dream a reality.

Remember, a good business strategy and marketing plan can set you apart from other salons and your competitors, and boost client loyalty.

Typically, B2C marketing spend is around for 5% to 10% of your turnover, with small businesses recommended to spend closer to 12%

That figure can seem a little daunting, however when spread over a 12-month period, it is far more realistic and achievable, especially if you calculate the few extra services you would need to add to your book to cover it.

Remember, marketing is an investment in the growth of your business. It is important to choose a budget you are comfortable with, as you don't want to feel resentful if you do not see immediate results.

It may be tempting to pull marketing spend when you are not inundated with bookings, but stick with it and keep in mind the long term goals.

Your Marketing plan should never focus on a single aenue, like only using social media.

Mix it up with a variety of channels but be careful not to spread your message too thin.

Not everyone is on Facebook or Instagram or passing your premises.

But using a combination of these salon marketing ‘tools’ can help you dramatically improve your chances of being seen by potential new clients, of course the adverse is true too; choose too many and your impact in each will be limited reducing your chances of meeting you clients’ eyes.

Find the right balance that works for your salon.

Share the process with your team when it is complete, not only is it a fantastic way to stay committed to your plan, but you need everyone else to be committed too. The worse scenario is that you work hard implementing the new plan and others in the team are undermining your work.

Share your ideas with them from the outset and involve them in your plans.

Use them for their strengths, for example I am a web designer, marketing expert and salon owner, however I have limited experience with ticktock; our 16-year-old apprentice however could run rings around me!

1. Where last years marketing succeeded.
2. What you want to achieve in the coming year.
3. What your business goals are for the same year.
4. Target audience and marketing messages.

Now, let us take everything you have planned and put it into action. Start with a simple list of marketing activities for the year. It is a good idea to plan down to the day on your marketing tasks, but its always easier to start with a yearly overview.

Use the list above but include your salon’s unique events, initiatives, and business strategy.

Think about loyalty programs, client retention, and increasing the average spend per visit.

All of this can be added to your Salon Marketing Calendar.

Start with the current month and answer the following:

• What is the main marketing event?
• What business initiative will you be working on?
• What changes/actions will you need to take on a weekly/daily basis to achieve these?
• Who in you team will be doing what?

Runing a salon, and working on the salon floor is hard work, so if at the very least you plan marketing only for the events listed above right now - thats enough to get started.

It is easy to get over-excited and plan too many activities. Stay grounded and realistic to ensure the quality of your marketing efforts.

To start with it is best to do the absolute minimum to achieve the outcome.

Concentrate on making the core changes for the first 1 – 3 months, once these are automated, you can start to add in more marketing actions.

Past 1 year you should have at least the core marketing events on autopilot.