Beauty - Expert Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Karolina Markan
MyZanadoo Kerri O Neill
Creative Academy & Spa
Sally Penford
Education Manager, the IDI
“Having a website opens salon doors to customers at times when it is convenient to them.”
In a time when finding new customers is so important not having a presence online is salon suicide. Staying offline can be the difference between success and failure for your salon.
The reason the Internet has taken off is because it meets the most basic requirement - convenience. It lets people find things out in their own time. Seventy percent of women under the age of 55 surf the Internet everyday, yet the number of salons waiting to greet them online is shockingly low.
The Internet has become the new word of mouth. Instead of asking your friends and family on a one-on-one basis people now turn to the Internet to find a salon that suits their requirements.
“Show customers that your salon is well known and highly recommended”
The power of internet marketing for local businesses has grown at unbelievable proportions. Seventy percent of consumers looked for salons and Spas by search engines and online yellow pages in 2009. What will that number be in another five years? According to the Internet Usage Stats and Telecom Reports, in Ireland we have 3,042,600 Internet users as of June 2010, that’s a whopping 65.8% of the population!
Creating a website that speaks to your target market’s needs and wants is one of the best marketing tools we can have in today’s media. If you’ve been in business for a while and have received awards or customer testimonials, post those on your site. They are a great way to show customers that your salon and Spa is well known and highly recommended.
Clients want to see that you’re dedicated to their beauty, so show that you’re up-to-date on the fashion world by promoting the products you sell. Have an area on your website where clients can purchase high-end products used in your salon.
According to Phorest research, the current average customer retention rate for salons is 35%, meaning there are a lot of people out there willing to try a new salon.
A website is your business card on the web and lets you reach out to people in a cost effective way. It’s the best tool available to salons to stay relevant to customers in between visits. Your customers are busy people and the reality is that the time when they are most receptive to your marketing is after business hours when they have some time to themselves. By having a website you open your salon doors to customers at times when it is convenient to them.
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Nothing says ‘I’m dedicated to beauty’ more than providing customers with the option of booking appointments and consultations online. Also, selling spa-package gift certificates online is another excellent way serve the customer.
Give them great discounts, appointment requests, information on products with newsletters, email marketing, and FAQs.
“Business success is strongly defined by having a presence online”
Admit it: as time-crunched as you are, you always find time to be online, and if that’s true for you, that’s true for your clients! From businesspeople to stay-at-home mums, everyone’s connected - especially with hand- held devices that fit in the palm of our hands.
Business success is strongly defined by having a presence online with your business, be it social websites such as Facebook, LinkedIn and Twitter or your own salon website.
Over 321 million people are on Facebook, and 86% of online users use the internet to find local businesses. These are potential clients with skin problems you can help solve! It’s time to stop resisting the online connection and traditional marketing with a strong online presence for a one-two punch.
Get yourself out there, in the real world and the virtual world. If you have not already, create a website for your business. Get involved with your neighbours that share the same demographic like boutiques, pilates and yoga studios, and hair salons; partner in events and promotions. Everybody wins when you build your database and increase new client acquisition.
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