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New Clients Now: 10 Strategies to Grow Your Customer Base Instantly · Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling.

• 0:34
  Speaker 1: Did you know that one of the top things that people are looking for inside of our industry is how to attract more guests inside of your space?
• 0:43
  Speaker 1: And you're in luck because today we are going to be diving into this amazing hot topic inside of our industry.
• 0:51
  Speaker 2: Yeah, today's spotlight is going to be all about 10 proving tactics to expand your clientele.
• 0:56
  Speaker 2: Is going to be all about 10 proving tactics to explain your clientele.
• 0:59
  Speaker 2: So if you're seeing some white space on the books or just excited to really attract your dream clients to your salon, this podcast is going to be for you.
• 1:07
  Speaker 1: Yes.
• 1:08
  Speaker 1: So let's dive right in.
• 1:09
  Speaker 1: We've got 10 different areas that we are going to look at, and one of the first ones that we want to explore together with you today is how do you target your desired clientele specifically through social media ads?
• 1:23
  Speaker 1: And so, if you're not exactly sure, if you're thinking right now, oh that's great, lindsay and Jen, we just love doing anybody and everybody's hair, or we have enough white space in our books that we don't even care, we'll do anybody's hair.
• 1:38
  Speaker 1: At this point, hopefully you're not at that space, but even if you are, you know, we would just invite you to really start to explore who it is that you would love to see more of.
• 1:50
  Speaker 1: Because, yes, of course you're going to attract all different types of people inside of your business, and we love that.
• 1:55
  Speaker 1: We love seeing lots of different types of people inside of your business and we love that we love seeing lots of different types of people in our businesses.
• 1:59
  Speaker 1: But when you really dial in to see like, okay, who's spending the most money, who's enjoying the most services, who's taking home, you know their, the recommendations that their service provider or the team is making for them, you know when you can really dial in and start to get so specific that this person has a name, they have an age, they, you know, have a look to them, you know it can really help you just weed out, like, okay, what do we need to say, what do we need to do on social media, because you'll start to know, like, what does this person desire?
• 2:34
  Speaker 1: You know what are they lacking, you know what are some offerings that we could make to them that they would be attracted to coming into our space to experience what it is that we have to offer.
• 2:46
  Speaker 2: Yeah, and I love the stat that's the 80-20 rule that like 20% of your guests are producing 80% of your probably your sales, and so when you really look at that from that standpoint and you really get clear about that, it really helps you to speak to that target market and it helps you to draw those people in when the messaging is very clear and it speaks directly to them.
• 3:09
  Speaker 1: Yes, and so that's great, you know.
• 3:10
  Speaker 1: So if, if, for example, you know, one of our target demographics is somebody who is a busy mom and you know she is looking for still some ease in her hair care, but she wants more volume, and you know her overall appearance is going to be important to her, and so if we were creating something that we were going to use as an ad inside of our social media, you know we could a couple of different ideas that come to mind with.
• 3:40
  Speaker 1: That would be like are you looking for more volume or length in your hair?
• 3:45
  Speaker 1: If this is, you, give us a call today, you know.
• 3:50
  Speaker 1: Or are you looking for something that elevates your look, takes you to the next level with not much time at all?
• 3:58
  Speaker 1: You know, if that's you, then people are going to be attracted to you know, answering those questions that they're like yes, I can identify myself in this ad, you know.
• 4:10
  Speaker 1: Or if it's, you know, a busy mom like, hey, would you love to experience a 10 minute color?
• 4:15
  Speaker 1: You know, I know most of the color lines we utilize, redken inside of our space has a 10 minute color, and it seems like most color lines have some sort of a 10 minute color and so thinking about what it is that your demographic is looking for and then creating some sort of an ad on social media that you can not only just you know put up on your grid, but you could also then use that to boost in your local area.
• 4:41
  Speaker 1: So make sure that you're you're getting those demographics correct and that it's staying inside of your area, but that should capture more of those people that you would love to see, and you know you could really start to see a high ROI on something like that.
• 4:56
  Speaker 2: Yeah, I love that you said that because you know it reminds me of just seeing some photos on social media.
• 5:02
  Speaker 2: Now we always see the back of the hair and they're beautiful and they're grand and they're great.
• 5:06
  Speaker 2: But, like, what are you doing to truly attract that target market?
• 5:09
  Speaker 2: And so I love that you really mentioned, you know, asking questions.
• 5:13
  Speaker 2: It's like coming from that place of attracting, not chasing like a 10 minute color.
• 5:17
  Speaker 2: Are you ready to be in and out in the salon in 30 minutes or less and have your grade covered?
• 5:21
  Speaker 2: So, like, just think about the questions that you're using in those ads, that they're attracting the right guest, and so, after you have that target, you've targeted your desired clientele with social media ads.
• 5:32
  Speaker 2: The second part of that is to keep your Google my Listing business up to date, and so it's so important to have that local SEO, search engine optimization and maintaining that updated Google my Business profile, because we've worked with salons before that have done this and then they forgot and then they had to go back and it's just amazing the results that you can get from that.
• 5:53
  Speaker 2: There is a site called Ubersuggest that you can utilize.
• 5:57
  Speaker 2: That just helps you to search what are the keywords that people are looking for when it comes to hair salons and then just making sure that you have those words on your website.
• 6:06
  Speaker 2: You have those words in your Google listing, so that way that you'll show up when people are actually searching what they're looking for in a salon home.
• 6:15
  Speaker 1: Yeah, and that's gonna be one of the best websites to utilize for that.
• 6:18
  Speaker 1: There's also a couple more out there, like Google Trends is one of them, and then Answer the Public is another great one.
• 6:24
  Speaker 1: But, like Jen mentioned, making sure that you're staying up to date on what it is that people are looking for is going to help you with your SEO for sure, you know, and it's something that doesn't cost anything and takes a little time to do, and so keeping up to date on that, google, my business listing is going to be key, so you can.
• 6:43
  Speaker 1: There's an area where you can add current things, current promotions that are going on.
• 6:48
  Speaker 1: Also, just making sure that you're responding to reviews.
• 6:52
  Speaker 1: When you respond to a review, you know if somebody says like I loved my highlight or I loved my curly cut, make sure you said we're so happy you loved your curly cutter, we're so happy you loved your highlighter, we're so happy you loved your facial, just because when people are searching for facial in your area, then you'll be more likely to pop up and then, on that review, give them an easy way to rebook, say we look forward to seeing you again next time.
• 7:16
  Speaker 1: You're always welcome to book your appointment online at whatever that is.
• 7:24
  Speaker 1: Make it really easy for people so that if they're reading that review and that review compels them to book with you, they can do it right away.
• 7:28
  Speaker 1: So that's another key thing with keeping that Google business listing up to date is to make sure you're responding to those reviews.
• 7:35
  Speaker 1: Make sure that you're thinking about all of that search engine optimization, utilizing those tools like Jen mentioned, to see what it is that people are seeking out so that you can stay at the forefront inside of your market.
• 7:47
  Speaker 2: Yeah, an elevated version of that too is investing in the next segment of it is investing in pay per click ads on Google.
• 7:54
  Speaker 2: A lot of times they're called PPC ads and so, like that, would be going to Google and you search best hair salon near me and some of the sponsor ads will come up.
• 8:03
  Speaker 2: And so just really looking at your budget and seeing if you have the resources to try out some PPC because that's the thing about marketing is, some things work and some things don't but to be able to track that ROI, that return on investment, will let you know, hey, like I have $100 that my cost of goods is where it needs to be, I have $100 this month that I can spend towards PPC and just see what that ROI is and see, you know, run different ads and see which ads are getting the most clicks, which ads are really performing the best, and that will just give you some of the tools and help you to make decisions on what's really working when it comes to that marketing aspect of PPC.
• 8:41
  Speaker 1: Yes, so good, and you know it's really easy to create your own ads.
• 8:44
  Speaker 1: I know a lot of people will pay somebody else to do it.
• 8:47
  Speaker 1: Especially if you are, you know, newer, your budget is lower in this.
• 8:53
  Speaker 1: Um.
• 8:53
  Speaker 1: You know, we would invite you to just check out adsgooglecom, um.
• 8:57
  Speaker 1: They have all kinds of resources on there to help walk you through that Um.
• 9:01
  Speaker 1: But start small and just kind of see what happens, um, and and utilize those sites that Jen had mentioned earlier to to see what it is that people are looking for, and especially if you're like a salon that's open on Sunday I know that that's one of the top Googled things.
• 9:16
  Speaker 1: So salons open near me on Sunday, and if you're not yet, that's a great goal to work towards, if that's, you know, something that you would like to offer in the future.
• 9:26
  Speaker 2: Once you kind of have, oh, go ahead.
• 9:28
  Speaker 2: I thought something too, lenzo was like if you don't have a big budget, you could always use Fiverr or Upwork to contract someone.
• 9:36
  Speaker 2: That probably pretty cost-effective.
• 9:37
  Speaker 2: That could help you get your PPC ads going on Google as well.
• 9:41
  Speaker 1: So good, yeah, that is such a hot tip.
• 9:42
  Speaker 1: If you haven't used that yet.
• 9:43
  Speaker 1: You can do all kinds of things.
• 9:45
  Speaker 1: So they can help you with your monthly promotions.
• 9:48
  Speaker 1: They can help all kinds of things Like there's great stuff on Upwork and Fiverr.
• 9:52
  Speaker 1: If you're like, hey, I'm not very tech savvy, don't worry, there's a lot of people who are who can do it at a very cost-effective rate, and so that's great.
• 10:02
  Speaker 1: So that was that was number three.
• 10:04
  Speaker 1: Number four would be, you know, making sure that you have like an Instagram worthy spot inside of your salon.
• 10:11
  Speaker 1: So, you know, this could be an area that is like a curated background, but also just an area that's not a curated background and just helping walk your team through.
• 10:22
  Speaker 1: How do we make some visual appeal inside of our photographs, inside of our videos?
• 10:28
  Speaker 1: You know, how do we keep it light and fun and make it to be where hey, even if we're not posting these pictures, that we're creating that experience for our guests, to where we can take a picture of them, because, you know, seeing the back of the hair, cool, fine, whatever you know, but everybody does that, and so when you can also give somebody the gift of like, kind of like a headshot experience.
• 10:52
  Speaker 1: Most people don't have that.
• 10:52
  Speaker 1: And you you can also give somebody the gift of like kind of like a headshot experience.
• 10:53
  Speaker 1: Most people don't have that and you know, if you can give them a headshot experience where your salons in the background, that can invite people to ask them like where were you?
• 11:02
  Speaker 1: You look so great in that photo.
• 11:03
  Speaker 1: You know, if you have a little extra time you could touch up some makeup if that's something you you offer inside of your space.
• 11:09
  Speaker 1: So really just making sure that you know your team, especially you know people who are hospitality hosts or at the guest experience or front desk role, can also help in creating that experience that can attract new guests as well.
• 11:26
  Speaker 2: Yeah, and so another segment of that is to advertise in popular places, and so it just really depends on your budget here and what you have to spend.
• 11:35
  Speaker 2: But sometimes you can get creative of this and do some trading out of.
• 11:38
  Speaker 2: You know, if you have somebody that has a billboard and maybe you could give them a gift certificate to your salon, I mean, there's just I always like to think outside the box and see all kinds of different verticals that you can spot from.
• 11:50
  Speaker 2: Another would be like a welcome.
• 11:52
  Speaker 2: A welcome we do a welcome committee.
• 11:54
  Speaker 2: They have a welcome committee here in our town where when new people move in or when somebody buys a house, networking with that realtor too, they will send you like here's some salons, here's some restaurants, here's some car washes for you to check out, and so it's like a list of businesses that will help advertise you but also market to the new people that are moving into the area.
• 12:16
  Speaker 1: Yeah, we've even put like little touch-up baskets in popular places like gyms or restaurants or something, to where if somebody is utilizing the restroom, you know, you might just have a complimentary bottle of hairspray in there and put on there you know, compliments of your salon name, just to do a little bit of advertising.
• 12:38
  Speaker 1: Sometimes you can even work out a deal with your distributor to get some of those things.
• 12:42
  Speaker 1: So I love that advertising in popular places, but kind of thinking outside of the box with that.
• 12:47
  Speaker 1: Another thing that you can do.
• 12:50
  Speaker 1: So number six would be to just attend various shows and so, whether that's inside of our industry or outside of our industry, just making sure that you are attending things that can impact your business.
• 13:05
  Speaker 1: So, you know, participating, of course, in like beauty, beauty shows, industry events and then showcasing that, um on your social media is great or on your Google my business, so that people know that you're attending these different things inside of the industry.
• 13:19
  Speaker 1: But then also whatever you have kind of going on locally.
• 13:23
  Speaker 1: If there's something going on locally, you know you could, um, you could attend something like that just to use it as a a space to network, get to know people.
• 13:34
  Speaker 1: You know, because a lot of times, if people don't know you exist, they'll never utilize your business, and so when you attend various shows, that can also impact bringing in new guests inside of your space.
• 13:47
  Speaker 2: Yeah, and number seven is getting involved in community events, which I think uh Lynn's just uh mentioned, and so that is really huge opportunity, like if there's some charity work that you can do, um, if there's an event that you can hold in your space like, um, you know to to help a charity out.
• 14:05
  Speaker 2: I think there's so many different verticals to look at from that and just anything.
• 14:10
  Speaker 2: I feel like sometimes what you give in life you get back, and especially if you have no expectations of that, and so like the more you can be involved with your chamber of commerce you know, maybe talk about serving on their board If they have a ribbon cutting, going to ribbon cuttings and like thinking how you can support other businesses.
• 14:27
  Speaker 2: I know Lindsay and I both have like a local Facebook page eat, drink shop where you could do a monthly, you know, spotlight on a local business.
• 14:38
  Speaker 2: So just anything you can do to kind of build that relationship will help you foster your relationship in the community as well.
• 14:44
  Speaker 1: Yes, I love that.
• 14:45
  Speaker 1: I think that's one of the keys to bringing in new guests for sure.
• 14:47
  Speaker 1: Bringing in new guests for sure, and especially once you've started to reach more of like that you know where you're a scaler or you're at that legacy stage inside of your business.
• 14:58
  Speaker 1: This is going to be one of the keys to keeping the funnel driving into the bottom of your business.
• 15:05
  Speaker 1: And so, if you can start implementing this before you even get to that stage, if you're still behind the chair and you're like I'd love to get out from behind the chair Before you even get to that stage, if you're still behind the chair and you're like I'd love to get out from behind the chair, I don't have all the time Look for some key things in your community to get involved in, because that can help create that funnel faster.
• 15:20
  Speaker 1: So, yeah, when you become involved in these community events.
• 15:24
  Speaker 1: Number eight would be to partner with other local businesses.
• 15:27
  Speaker 1: So you know, look at other businesses that you can just collaborate with.
• 15:33
  Speaker 1: Somehow you know whether that's like hey, there's a local yoga instructor and you host like a fun event.
• 15:40
  Speaker 1: You know, for an hour to one afternoon to kind of cross.
• 15:44
  Speaker 1: Promote each other hour to one afternoon to kind of cross promote each other.
• 15:49
  Speaker 1: Anything that's like beauty and wellness related, that can be a great partner is awesome.
• 15:53
  Speaker 1: Also, thinking about, like, if you're ever hosting any events partnering with you know, maybe a little coffee shop or a restaurant or somebody to offer a few bites during that event, you know, and seeing, like, is there some way that you can come support them during some event that they have.
• 16:09
  Speaker 1: I think building those partnerships is great, and not only for each other's businesses but also for individuals, like when you have other entrepreneurs that you're able to reach out to and mastermind with.
• 16:22
  Speaker 1: I think, you know, one of the keys is to have a great network inside of your industry.
• 16:26
  Speaker 1: One of the keys is to have a great network inside of your industry, but it's also awesome to have a little network outside of your industry so that you can, you know, think outside of the box a little and and take away some of their ideas and see how you could translate that side of the salon world.
• 16:41
  Speaker 2: Yes, and so number nine is going to be make online booking a breeze.
• 16:45
  Speaker 2: I think there's nothing worse than you trying to attract new guests and it's complicated for them to even book an appointment, because in the day and age of where everything is about convenience, like you need something that truly is a breeze for them.
• 16:59
  Speaker 2: Like, you know, easy booking experience.
• 17:01
  Speaker 2: They can get on, maybe create a quick account and then book right away.
• 17:06
  Speaker 2: Can get on, maybe create a quick account and then book right away, and so to make someone have to, you know, fill out a bunch of paperwork, I feel like, or, you know, answer a bunch of questions I think sometimes that is necessary or follow up after a guest schedule an appointment, but I think people want convenience and so the easier it is for them to book, the more willing they are to take part of that and, you know, really get that new reservation scheduled.
• 17:28
  Speaker 1: Yes, that's absolutely one of my favorite things.
• 17:31
  Speaker 1: We don't offer massage therapy inside of our company, and so I know the place that I go to.
• 17:37
  Speaker 1: They have online booking and it's one of the only ones in the area and you know I enjoy it.
• 17:42
  Speaker 1: But there's I enjoy several other places as well, and there's even one that I that I super enjoy, but because they don't have the online booking convenience, I don't always pick them, because with with that online booking, it's it just makes life a breeze.
• 18:00
  Speaker 1: And so once you've nailed that one down, number 10 would be to just really work on incentivizing word of mouth.
• 18:08
  Speaker 1: So that can be.
• 18:09
  Speaker 1: You know, that's probably still our number one.
• 18:11
  Speaker 1: Lead generation inside of the beauty business is word of mouth, and if somebody tells you word of mouth is dead, they might be living under a rock, you know.
• 18:20
  Speaker 1: And and also, word of mouth has changed because people can also share word of mouth via social media and different ways.
• 18:28
  Speaker 1: But just making sure that you are asking your, your clients for their friends, you know, especially when it's somebody who is like your target demographic, you know, just having that conversation like, hey, jen, I really loved spending time with you today.
• 18:45
  Speaker 1: In fact, you know, I love all of my guests today.
• 18:47
  Speaker 1: Um, in fact, you know I I love all of my guests, but if I could have 10 more, just like you, that would just make my life even better.
• 18:53
  Speaker 1: And so if, if you can think of anybody that I can serve, or if I can upgrade their look or or help them you know, create, you know the hair of their dreams or the skin of their dreams I would love for you to make the introduction and I promise to take amazing care of them.
• 19:10
  Speaker 1: And so just putting that out there, that you're looking for more people like them, helps people recruit with you and the right people, might we add.
• 19:22
  Speaker 2: And I think one thing that goes along with that, too, is just that exceptional guest experience, that gold promise that we talk about.
• 19:27
  Speaker 2: I was in a room one time and someone asked raise your hand if you've ever shared a great experience.
• 19:33
  Speaker 2: And you know, some people raised their hand.
• 19:34
  Speaker 2: Then they said raise your hand if you've ever shared a negative experience.
• 19:37
  Speaker 2: And more people raised their hand.
• 19:39
  Speaker 2: So I think that is a huge opportunity if you're going to really incentivize that word of mouth, to make sure that that gold promise is marrying up to that, so that they do have something to talk about.
• 19:49
  Speaker 2: Like you know the song, let's give them something to talk about.
• 19:52
  Speaker 2: Yeah, that's perfect, that's perfect.
• 19:54
  Speaker 2: So, just like you know, utilizing that to really make sure that gold promise is delivering so that they do want to share and spread word for you, yes, and so you know.
• 20:05
  Speaker 1: It is our hope that you took some amazing things out of today's podcast.
• 20:09
  Speaker 1: If you did share it with a friend, that could also take something away from it.
• 20:13
  Speaker 1: If you have any questions, feel free to email us.
• 20:15
  Speaker 1: Hello, at the phdprogramcom, we're always looking to give you practical advice, you know, as a salon owner, for any specific challenges you may be facing, so please feel free to email us.
• 20:29
  Speaker 1: We hope, we hope that you walked away with 10 amazing ways that were discussed here today that you can start bringing in new clients.
• 20:38
  Speaker 1: Maybe some of them you're like oh yeah, I remember that, um, I need to work on that again, um, but we'll be excited to celebrate with you and your success on the other side.
• 20:46
  Speaker 1: Have a beautiful day.