We already know that many of your customers are on social media platforms, so I’m not going to spend time jumping into the stats and numbers of how much time someone spends on Facebook every day. I am however, shocked to see that there are still many hair stylists and hair salon owners who doubt the strength of social networks and all the new clients it can have sitting in their chairs.
This article is for those of you who have either embraced social marketing, or have come to the conclusion that you need to quickly make moves to capitalize on it’s business potential. Outside of the individual social media stats, it’s important to know that the odds of someone doing business with you increases by 51% if they read something positive about you on Facebook, and they increase an incredible 68% if they read about it on Twitter.
Seth Godin, who’s an incredibly brilliant marketer says it best;
“You can use social media to turn strangers into friends, friends into customers, and customers into salespeople.”
How incredibly powerful is that? And what does it say about your level of commitment to your social outreach campaigns? Seth Godin calls this; flipping the sales funnel. It’s essentially reverse engineering the traditional method of marketing, and utilizing your clients and your network to do the sales for you through creating word of mouth business. Let’s take a look at how we can create a consistent flow of traffic utilizing social media marketing for your hair salon or if you’re a hair stylist, how we can capture more clients for your book of business.
As you can see from the statistics above, a lot of the strategy behind social media marketing is leveraging your relationships to help establish new ones. It’s getting a customer that is two degrees away from you to inquire about your services. By two degrees of separation, I mean someone you don’t know, but have a mutual friend or connection with. Even though it’s at times tricky (no one said it was going to be easy), it’s still a much simpler way to build new relationships and to utilize the brand that you’ve created vs. having to go out and fight other salons and stylists for new business.
In the hair and beauty industry, social media won’t give you an immediate return. It’s unlikely that someone will see a picture and promptly pick up the phone or visit your website to book an appointment. It’s all about planting seeds and creating the foundation. When they’ve seen your name enough times, and maybe at the right place and right time, they will pick up the phone or book an appointment through your website. That’s why it’s so crucial to pick a few social media outlets, and stay consistent with updating them. That’s one thing I emphasize on in working with our clients. I would much rather you pick 2 social media outlets, and be consistent with them versus trying to juggle the responsibility of managing 4 of them.