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    HOW TO PLAN....A SALON MARKETING PLAN

    Has your salon year so far been on the slow side? Clients spreading out their visits and spending less when they do? New client's getting harder to find? or are you just ticking along, never really growing? Perhaps you (the salon owner) are stacked but the rest of the team need to fill their columns - well you have come to the right place; together let's fill those chairs!

  • BUILT BY SALON OWNERS FOR SALON OWNERS

    We've been in this industry for over 15 years; now more than ever we truly believe that every salon needs a strong digital presence - to compliment their business.

    For as many years we have built Salon websites, software and currently help over 100 salons nationwide to fulfil there true potential - no one in the digital marketing field understands the salon industry like we do - our personalities, brand and salon vibe have to be injected into everything we do; including the marketing.

    As salon owners we understand that and translate it into all of our work - so if you are in need of a website, marketing advice or digital consultancy; trust us to be sound advisors to you and your salon - you will not regret it! 😁

  • THE SALON MARKETING PLAN, PLAN

    There's probably a better title but that will do for the moment!

    Firstly I want to say well done for being a dedicated salon owner and entrepreneur, I know already that you are working hard to create a businesses that provides for your team and family, and continues to grow steadily, I know this because you are here, most likely in your own time putting in the effort to broaden your knowledge, expand your business and create security for everyone around you.

     

    Whatever your reasons for being here though, I can assure you we have probably been through it. In the 15 years of owning salons we have been close to bankruptcy, multiple salon owners, had all our whole team walk, won multiple national awards, been hit with tens of thousands of pounds in VAT bills, and now (for the last 5 years) run our UK salon from a tropical island in Southeast Asia.

     

    That is not a brag, believe me I wrote this marketing plan originally for our team in the UK, as I feel we have been a little complacent of late, but if it can help others then I happy for you to have it too.

     

    So whether times are tough right now, or like us you just feel like things need a little boost; below is a simple straight forward way to construct and deliver an effective marketing strategy. I hope it helps!

    FYI. There really is no set marketing strategy for any business, as every business is different even in the salon industry, so this is how to write a marketing plan specifically for your Salon. Enjoy

  • IN ORDER TO MOVE FOREWARD WE HAVE TO LOOK BACK

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    First off, let's resist the urge to dive straight into “the plan.” It is tempting, I know, but hold your horses! We need to look at the big picture first. Reflect on what you have achieved and where you aim to go.

     

    So for steps 1 to 5 I want you to grab yourself a cuppa, notepad, your booking system, and last year’s accounts. Don't worry it is nothing too technical, but it is important to write the answers to the upcoming questions down, as it is going to help later.

     

    Once you have reached step 6, we can start figuring out your monthly digital marketing and PR activities to help you get to where you want to be.

    BTW. Although step 6 does involve your team, if you have a manager I would involve them right from the start in this reflection stage as their insight may really help.

  • STEP 1: Take a Good Hard Look at Your Business

    ~ 3 TO 5 HRS

    Before you jump into the fun part of marketing, it is crucial to evaluate what has been working for you and what has not.

    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.

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    Record your answers to the following questions:

     

    Current Finances:

    1. Did your business meet its financial goals last trading year?
    2. Did you pay yourself what you are worth?
    3. Did you get enough “Me Time”?
    4. Did most of your revenue come from existing salon clients or from new ones?
    5. Who were your top 10 most profitable clients, and what do they have in common?
    6. What percentage of clients only visited once, never to return?
    7. What is your most profitable hair, beauty, or aesthetic service?
    8. When did you last increase your salon prices?

    Customer Service:

    1. How does your customer service compare to your competition?
    2. Run a client walk through, are some things slacking, or need improvement?
    3. What do your clients think of your salon? Look at complaints and feedback, notice any patterns?
    4. What message does the appearance of your salon and your team send out to your clients?

     

    Current Marketing & PR:

    1. Is your salon website up to par? Compare it to your closest competition. Who’s copywriting is better? Who is looks fresher? Who is reflects their brand better? Who appears first on Google? ….Why?
    2. Which marketing channels/tools such as social media, leaflets, website etc are you currently using?
    3. Have you been collected a client email database over the last 12 months, if yes how many promotions have you send out?
    4. What are your current marketing systems in place for client booking flow (prebooking, rebooking, retaining, and rewarding clients)? Are they documented and followed by all your team?
    5. What characteristics make your best clients profitable and enjoyable to work with?
    6. Review the salon website, social media, and online reviews of your top 3 competitors. Go in and use them for a service. How do they compare to your salon? Be honest.
    7. Are your marketing materials on-brand and a great selling tools? – adverts, leaflets, salon graphics, price and treatment guides, a-boards etc. Any outdated or in need of a refresh or simply missing?
    8. Which previous salon promotional activities and marketing campaigns worked? Which did not? And why not?

     

  • Step 2: Setting Goals, That Actually Work  

    ~ 2 TO 3 HRS

    Let us dream a little. Close your eyes and visualize your ideal salon.
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    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.

     

    Record your answers to the following questions (keep them SMART):

     

    Financial Goals:

    1. What are your Salons financial goals this year?
    2. What kind of wage do you want to earn?
    3. How often do you want to take a day off? and go on holiday?

    Customer Goals:

    1. What does your ideal clientele look like?(describe them in detail – down to how they act once they leave)
    2. Which services do you want to be renowned for?
    3. How many 5-star reviews do you want to receive each week?
    4. What changes do you wish to implement for the client walk through?
    5. What aesthetic changes are you planning to make to the salon?

    Financial Goals:

    1. What improvements are you making to your website?
    2. Which marketing tools do you plan to begin using, or use more?
    3. How are you going to incorporate marketing tools into your client booking flow?
    4. How often do you want clients to receive updates via your website, social media, or email marketing platforms?
    5. What areas of marketing are you going to improve (and how) to directly compete with your competitors?
    6. How do you plan to improve your brand image across marketing channels?
    7. Which previous promotional strategies or events are you repeating?

    Once you have an answer for all fifteen questions above, I want you to revisit each one and ask yourself “How?” – how you are planning to achieve that individual goal.

     

    Do not worry about the list as a whole, that may be overwhelming, simply take each step at a time and think of the quickest, easiest and most cost-effective approach to achieve that goal.

     

    Do not forget that delegation could be a perfectly reasonable approach to more than half of those goals.

     

    FYI. Whilst working on your 15 “How’s” keep in mind that many of them could be achieved with the same actions such as:

     

    • A new salon website.

    • Outsourcing Marketing support.

    • Training for your team.

    • A PR campaign to raise your profile.

    • A fresh look or re-brand. 

     

  • Step 3: Crafting Your Business Strategy

    ~ 3 TO 5 HRS

    Map out your broad approach to your salon marketing, like branding, services, pricing, and promotions.
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    Remember, a good business strategy and marketing plan can set you apart from other salons and your competitors, and boost client loyalty.

  • Consider the following examples. which give a glimpse into the broader perspective of salon marketing. The detailed tactics and tools will be discussed further in this guide.

    1

    Salon Branding Strategy

    A well-defined branding strategy sets your salon apart in the market. It communicates to clients what makes your services unique and why they should choose you over others. Effective branding not only helps in attracting new clients but also in building client loyalty and justifying premium pricing for your services.

    2

    Salon Pricing Strategy

    Your pricing approach could range from offering budget-friendly options to positioning yourself as a premium service provider. Do you frequently offer discounts, or do you maintain consistent pricing? This strategy significantly impacts your market positioning and client perceptions.

    3

    Salon Promotional Strategy

    Often mistaken as the sole component of marketing, this involves a comprehensive mix of marketing tools. These can include advertising, digital presence, media engagement, search engine optimization, social media, community partnerships, and blogging. The goal here is to effectively use these tools to attract and retain clients, thereby increasing profitability and growing your salon business.

    4

    Salon Service Strategy

    Evaluating your service offerings is crucial. For instance, would introducing new services like hair extensions or aesthetic procedures enhance your salon's appeal? It is also important to analyse the profitability of each service. Some less profitable treatments might need to be reconsidered or removed from your offerings.

  • Step 4: Budgeting and Resources

    ~ 1 HR (STEP 4, 5 & 6)

    Decide how much you want to invest in marketing.
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    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.

     

    BTW. turnover is your total business income during a set period of time – in other words, the net sales figure before expenses have been deducted.

  • Step 5: A Well-Rounded Marketing Plan

    ~ 1 HR (STEP 4, 5 & 6)

    Do not put all your eggs in one basket.
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    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.

     

    FYI. to post updates to multiple social media channels, Google My Business and more with 1 click use a social media management tool such as Sprout Social.

  • Step 6: Public Accountability

    ~ 1 HR (STEP 4, 5 & 6)

    Ensuring you stick to your goals, keep your team on track and remind yourself of what is at stake.
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    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 themin 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!

  • Step 7: Making It Happen

    ~ 2 - 3 HRS

    So you now have your team onboard and have established:
    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.

     

    To save you time I have put one together for you with events for the year on it, plus brief marketing examples for each one.

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    New Year's Promotions

     

    Marketing Channel: Social Media (Instagram, Facebook), Xmas cards

     

    Strategy: Post-holiday relaxation packages, New Year freshlook campaigns.

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    Valentine's Day

     

    Marketing Channel: Email Marketing, Window display

     

    Strategy: Couples' spa deals, gift card promotions.

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    Mother's Day

     

    Marketing Channel: Local Advertising (Flyers, Local Magazines), SMS

     

    Strategy: Mother-daughter beauty packages, exclusive discounts for mums.

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    Easter Holidays

     

    Marketing Channel: Online Advertising (Google Ads, SEO), Window Display

     

    Strategy: Spring-themed beauty treatments, spring renewal packages.

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    Summer Holiday Season

     

    Marketing Channel: Influencer Collaborations, Social Media

     

    Strategy: Summer-ready treatments, sun-care, and hydration specials.

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    Back to School

     

    Marketing Channel: Content Marketing (Blogs, YouTube), Email Marketing

     

    Strategy: Back-to-school beauty tips, student discounts.

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    Halloween

     

    Marketing Channel: Event Marketing, Social Media, Window Display

     

    Strategy: Halloween makeup services, Autumnal hair colours.

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    Black Friday

     

    Marketing Channel: SMS Marketing, Email Marketing, Social Media

     

    Strategy: Exclusive deals, early bird specials, Voucher Campaign.

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    Christmas Season

     

    Marketing Channel: Loyalty Programs, window display, Flyers (cards)

     

    Strategy: Xmas Event, themed packages, Xmas cards, gift vouchers.

     

  • Step 8: Customizing Your Marketing Calendar

    ~ 1 TO 2 HRS (STEPS 8 & 9)

    Use the main events throughout the year as a starting point.
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    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?

    BTW. 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.

  • Step 9: KEEP IT REALISTIC

    ~ 1 TO 2 HRS (STEPS 8 & 9)

    Ensuring you stick to your goals, keep your team on track and remind yourself of what is at stake.

    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.

     

    What I mean by this is; 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.

    BTW. Do not think of this marketing plan as one year, think about the longevity in what you are doing. The strategy you put in today may only see results in 6 months time, but once your audience begins to grow your salon gets more reach, so that the impact of your marketing, beyond 6 - 12 month is greater.

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  • STEP 10: STAYING THE COURSE

    ~ 4 TO 8 HRS per week

    Make as much effort booking in marketing time as you do booking in clients

    Running a salon is busy work, but being available for marketing is crucial. Prioritize it to keep your business thriving. Set time aside everyday IN YOUR WORKING DAY. Do not treat marketing as a leisure activity done in your time off, even if it is social media.

     

    Plan time in your team’s column for the same, if necessary, extend appointment times to incorporate better customer service, before and after photos, sharing results on social media, and collecting feedback; that extra 15 minutes could bring you 100 new clients.

    And there you have it! A simple, effective way to give your salon or aesthetics business the marketing boost it deserves. Remember, it is all about understanding your salon business, setting clear goals, and using a mix of strategies to reach your audience and achieve those goals.

     

    Good luck, and feel free to get in touch if you need any help!

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