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Tips on how to Market your Salon Part 11

Tips on how to Market your Salon

Part 11- Run a Facebook competition

There are plenty of creative ways to build buzz around your salon, but a Facebook competition is certainly among the most engaging. By putting a competition out on social media, you’re able to encourage sharing to increase participation. It also helps get the word out about your brand, and at the same time, the event will help improve your authority on social media. Leading your current customers to feel more connected and loyal to your brand.


The Benefits

The reasons to run a Facebook competition are plentiful. Here are some inspiring ones to get you on the right track: You will,


  1. Engage your current followers by getting them involved.
  2. Gain new followers by having shareable content.
  3. Build brand awareness by getting users to talk about your salon.
  4. Improve your business/client relationship with whoever wins.


How to Run It

How you approach the competition depends on what you’re trying to achieve. There are some basic rules you’ll want to follow to align with Facebook’s requirements, but here are some popular ways to go about it:


  • LIKE: Include anyone who has liked and followed your page as a potential winner. This can mean giving a prize away to an old follower who might not have even heard about the competition, but it’s a proven method.
  • SHARE: To participate, have users share a specific post where you mention the competition, and hopefully something else you’d like to get the word out about. This will have a compounding effect (each person who participates will share with their network, and so on).
  • COMMENT: Have users comment something specific, like the answer to a question you ask, and choose from among those who answer. This can give your brand valuable data about something you want to know (opinion on a product, new service, etc.)


What to Giveaway

When it comes to picking what to giveaway, there are plenty of possibilities to interest your followers and encourage new users in your area to participate as well.


The prize doesn’t have to be incredibly expensive or even that big. People love to win things, and anything relevant you choose to give away will help build a bit of excitement. Pick something simple like a nice hand cream or a nail art add-on. Furthermore, you can encourage them to redeem at their next visit.


You can also involve your suppliers. Many will be happy to supply the prize just for you mentioning and tagging them in a post. Therefore creating a mutually beneficial relationship. They might consider tagging you in their next campaign. As a result, helping build your social proof.


If you pick a current client, you’ll help build a better business/client relationship with them. In addition, if a person who has never been to your salon before happens to be chosen, you can get off to the right start.

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Tips on how to Market your Salon Part 10

Tips on how to Market your Salon

Part 10 Send a 3-week follow-up message or give clients a courtesy call.

Don’t let those clients who don’t rebook go somewhere else. Some clients just can’t plan their lives so far in advance and a courtesy email/sms might just be the thing that reminds them to rebook with you instead of just running into the next salon they see. Being at the top of mind for the clients that can’t seem to book in advance is the best way to ensure they stick with you. Eventually, you will get that busy that you won’t have last min spots available for those clients but the ones that love your work will then make an effort to book in in advance.


Customer service is the lifeline of any business, and an efficiently managed customer service system contributes a lot to improve the success of a business. Try and plan these follow-up emails/sms’s in your schedule to ensure that they get sent. Work on a template for these messages so that it takes up as little time as possible and start making it a habit. Have a chat with the support team of the software you use as I am sure they will have an automated system for these types of emails/sms’s which will make your life easier. If you don’t have an automated system taking care of your appointment reminders then try and put some time aside when sending your appointment reminders to send these messages as well.

Another useful customer service tool is a courtesy call. A strong emphasis on good, helpful communication can carve out a place of respect for your small business. Courtesy calling is a nice way to remind customers of upcoming appointments, check that they are happy with the service received or even just to say happy birthday. However, it is important that the courtesy call be made the correct way. Customers don’t like receiving unsolicited sales calls, especially if they already do business with the company but a courtesy call is acceptable. The aim of your courtesy call should be to build a relationship with the client. If it’s a new client it also gives you the opportunity to see if any part of your service can be improved and to get feedback on the whole customer experience.


As mentioned in previous posts, clients love doing business with people, not companies and courtesy calls, emails and sms’s go a long way to building that person to person relationship. It’s something that takes up little to no time but will help build customer loyalty and improve client retention. We all know it’s easier to keep a customer than it is to try and attract new ones.

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Tips on how to Market your Salon Part 9

Part 9

Team up with other professionals.

Building strategic alliances by teaming up with other professionals, not in direct competition with your salon, are probably the most overlooked form of offline marketing and, yet, they’re one of the most meaningful. Two heads are better than one and, in many cases, two businesses are better than one–especially when they combine resources or share expertise.

This isn’t rocket science. It’s simply a way of thinking about your current relationships in a different way and looking to the outside to form new relationships. Open your eyes to all different kinds of possible alliances, including wedding dressmakers, photographers, beauticians, jewelry stores, make-up artists etc.

There is a host of benefits to these types of relationships, including:

  • Expanding your customer base.
  • Utilizing a partner’s expertise in a given area.
  • Having a trusted advisor.
  • Capitalizing on another business’s size or prestige.

Where to start you ask? Think of finding a common interest in a business in your area. Some of the most popular alliances are demographic or geographic relationships. The key here is to ask, “Is there a business with a product or service that overlaps with my target audience and that I can partner with for a win/win scenario?”

Companies in the wedding business are particularly adept at demographic alliances. These businesses regularly host expos be it big or small, where engaged couples can meet local florists, photographers, wedding location coordinators, and wedding planners. In this scenario, by acting as a one-stop shop for couples, every business wins. If you can form an alliance with businesses in an agreement like this already, you can have a host of businesses that can refer clients to you and you can do the same with your existing customers.

The key to success with team-ups is making the alliances work It may seem intimidating at first, but it’s not all that difficult to form alliances. Think of it as networking with a purpose. First, look for a common customer based or audience. Once you’ve identified a business that fits the bill, open a line of communication. Then, answer the following questions about your potential partner:

  • What can we package together to save money? (it might be doing a joint advertisement and sharing the cost)
  • How can we work together to expand our reach?
  • What resources can we offer one another?
  • How is this a win-win for both parties?

That last question is the most important. There must be a win-win situation in order for an alliance to work.

Whether through a formal contract or a gentleman’s handshake, alliances can take many different forms. The best alliances are completely voluntary, open-ended relationships that either party can leave at any time. Consider the following methods of collaboration, with varied strategic benefits:

  • Advertising together.
  • Sharing marketing efforts.
  • Co-branding promotional products.
  • Offering referrals.
  • Redirecting business to each other’s Websites or Social Media sites
  • Forming “preferred supplier” relationships. (this is a good idea if you can team up with someone that purchases from the same supplier as you do and you can see if by pooling your spend you qualify for perks like free delivery or a discount)
  • Sharing information and advice or expertise.

As mentioned it might be hard or take some time to set these alliances up but they can go a long way to your brand awareness and client referral when done properly.



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Tips on how to market your Salon Part 8

Tips on how to Market your Salon Part 8

Start a Loyalty Program

Loyalty programs go a long way in helping build relationships. Building a relationship with customers leads to improved loyalty and to increased bottom-line profits. Offering a loyalty program encourages clients to rebook. A client that regularly goes to have their nails done are spending the money anyway and offering them a loyalty program could ensure they spend it with you. This offers you the opportunity to build a relationship with these clients.


Loyalty programs help retain existing customers. The effect of the customer retention on actual, bottom-line customer numbers cannot be over-estimated. Not only does a loyalty program provide a practical, hard reason for continuing to buy but it also provides information about your customers that allows for you to better meet their needs. This, in turn, makes them more likely to remain customers. Once a customer starts redeeming their rewards, enthusiasm rises and with this comes customer loyalty.


A loyalty program should attract new customers as well. How effectively will depend on how exciting and how valuable the rewards seem to be to the customer. Acquiring customers is essential to any business, but it can be expensive if compared to nurturing existing good customers. It should not be the central focus of a loyalty program; there are cheaper and more effective ways of acquiring new customers. One of the most effective ways of getting new customers from your loyalty program is posting about the program on your social media and encouraging your existing customers to post or review their experiences with the program.


The quality of new customers acquired can be raised by the careful use of a loyalty program. By grading rewards, for example, offering extra points for exceeding a specified spend threshold in a time period, customers can be moved up from one spend level to the next. You can create a step-up loyalty program to encourage lower spending customers to move up through the step-up program.


One of the biggest advantages of a loyalty program is the fact that it can be used to deselect undesirable customers. It can be more profitable to lose a bad client than to gain new ones. Cherry pickers (who buy only your discounted lines and nothing else) cost you money, as does any low-spending customer. They cost more money to service than they generate. Designing a loyalty program that rewards better customers without rewarding this group at all gives them less reason to stay. With this approach, you simply don’t reward them in any way and hope that they will leave or alternatively might encourage them to start spending more money with you.


Loyalty programs help create brand advocates. Advocacy is one of the highest forms of loyalty that a customer can show. Advocates are so satisfied and pleased with your offering that they refer their friends and associates. And as mentioned in previous posts, to most people, a personal recommendation or referral is far more convincing than any amount of promotional material.


Loyalty programs help you work on all aspects of building your business from client retention, acquiring new clients, getting clients to rebook and building your social media following.

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Tips on how to Market your Salon Part 7

Tips on how to Market your Salon Part 7 – The Importance of Your Social Media Presence.

As mentioned in previous posts, social media has become the reference point for finding businesses these days, so having a good online presence is absolutely crucial. We will look at reasons why it is important to be across as many social media platforms as possible but most importantly for nail salons being on Facebook and Instagram. So, what can social media do for your business or brand?


Firstly, it can increase brand awareness. As mentioned in the 1st post of this blog, every opportunity you have to increase your visibility and brand awareness is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers.


It improves customer loyalty. Recent studies have shown businesses who engage on social media channels enjoy higher loyalty from their customers. As a business, you should take advantage of the tools social media gives you when it comes to connecting with your audience or followers. A strategic social media plan could prove influential in morphing consumers into being brand loyal. These studies also found that 53% of people who follow businesses on social media are more loyal to those businesses.


It provides you with more opportunities to convert traffic to these platforms into appointments. Every post you make on a social media platform is an opportunity for you to get that customer in your chair. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a website visit, and eventually an appointment or retail sale. Not every interaction with your business results in a conversion, but every positive interaction increases the likelihood of an eventual conversion. Instagram is probably the most useful platform as it is very visual and pictures or boomerangs of nails feature well on this platform. If you are concerned about content, you are creating it every time you have a client in your chair. Take pictures of every set you do and post it on your Instagram and Facebook, tag your client if they have an Instagram or Facebook account and you will see in no time you will build your following. Old customers might be enticed to rebook and your posts will attract new customers.


It gives you higher conversion rates than traditional forms of marketing. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization effect; the fact that businesses become more approachable by interacting with social media channels, giving a face to the business or an approachable person. Social media is a place where brands or businesses can act like people do, and this is important because people like interacting with other people; not with companies. Secondly, a higher number of social media followers tends to improve trust and credibility in your brand or business, this effect is called social proof. As such, simply building your audience and followers on social media can improve conversion rates on your existing traffic as the customers associate a higher following with trust. “If all these people follow this business it must be a good business” is the mentality that social proof creates.


It builds higher brand authority. Interacting with your customers regularly is a show of good faith for other customers. As discussed in the reviews post, when people go to compliment or brag about a product or service, they turn to social media these days. And when they post your brand name, new audience members will want to follow you for updates. The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to new users again enforcing the effect of social proof.


It’s the best tool for increased inbound traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for with your search engine optimization ranking. Every social media profile you add is another path leading back to your website, and every piece of content you post on those profiles is another opportunity for a new visitor. The more quality content you post on social media, the more inbound traffic you’ll generate, and more traffic means more leads and more conversions, ultimately more appointments.


Possibly the best part of utilizing social media is the decreased marketing costs. Most nail techs starting their own business, start off small and mostly just by themselves. This can be quite challenging when it comes to spending money on marketing. In the past advertising in the local paper or on the radio could have been extremely costly and wasn’t an option for small businesses. Social Media gives you the opportunity to market your business possibly without spending a penny. If you can lend just one hour a day to developing your content and strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and is relatively cheap, very flexible as you can target very specific audiences and limit your spend by setting a maximum budget. Start small and you’ll never have to worry about going over budget—once you get a better feel for what to expect, you can increase your budget and increase your conversions correspondingly.


Social media leads to better search engine rankings. Search engine optimization or SEO is the best way to capture relevant traffic from search engines, but the requirements for success are always changing. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.


Social media creates opportunities for great customer experiences. Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers. For example, if a customer complains about your service on Facebook, you can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments’ you, you can thank them. It’s a personal experience that lets customers know you care about them and it helps you build strong relationships with your customers. Having great relationships leads to customer loyalty.


Social media gives you an insight into what your customers like. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave. For example, you can monitor user comments to see what people think of your business directly. By posting different types of content you can see which types of content generate the most interest—and then produce more of that type of content. Catering specifically to your audience and attracting the right type of customers for your business.


These are the main benefits of being on social media platforms but if you are still hesitant, consider the following:

  1. Your competitors are already doing it. If you haven’t done so already, search your nearest competitor on Facebook or Instagram. This means that all your potential customers are being poached by your competitor and it’s costing them nothing more than taking pictures of their work and posting it. If somehow, your competition is not involved on social media, there’s even more of a reason to get started.
  2. The sooner you start, the sooner the benefits will start to pay off.Social media is all about relationship building, and it tends to grow exponentially as your followers tell their friends, and their friends tell their friends, and so on. The sooner you start, the sooner you’ll be able to start growing that audience or following.
  3. Realistically, you don’t have anything to lose by getting involved in social media. The amount of time and money it takes to create your profiles and start posting is usually minimal, compared to other marketing channels.


The longer you wait, the more you have to lose. Social media marketing, when done right, can lead to more customers, more traffic, and more conversions, and it’s here to stay.

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Tips on how to market your Salon Part 6

Part 6


Nail Techs are in the profession of helping people look good and feel great. So in other words: You’re in the industry of helping make people look and feel their best! To do this it really supports all your efforts if you make sure YOU, look your very best. If you do not look your best for work every day you will NOT sell your professional image to the best of your abilities.

Let’s address dressing the part. The most successful people I know do not consider wearing jeans and T-shirts in the workplace as appropriate professional dress. Yet, this seems to be the attire of choice for many nail techs. Why? It’s comfortable! As nail technicians, we sit all day long; therefore, wearing comfortable clothing is a top priority. But we all want to be successful and this means dressing the part.

Clients trust professionals that look the part more and this should be your biggest motivator for wearing more professional clothing. The term, “Professional Clothing” does not necessarily mean expensive dress suits. It does, however, rule out jeans, T-shirts, shorts, or any other casual clothing best suited for personal wear. Developing a professional look and adopting a professional manner will aid in increasing your client base as well as your clients trust in your abilities.

The best tip I can give you is to adopt a uniform or uniform like outfit for your salon. This will ensure you don’t have to overthink what to wear in the mornings, plus it will mean that you don’t ruin your personal clothes with nail varnish etc. Ensure that your uniform is spotless and clean at all times. Consider what you will be doing all day long and how that will affect the look of the clothes you opt to use as your uniform. Black is a very popular option but can be hard to maintain with all the nail dust. If you do opt for black maybe consider wearing an apron over your clothing that you can easily put on and take off if need be to look your best.

You are selling nail enhancement treatments and in some cases, pretty toes and your nails should be a shining example of your salons’ work. You can’t ever afford for your hands or feet to be neglected so it is important to always ensure you make time to have treatments done or to do it yourself. You will also find that clients will turn to you as an example of what looks great right now, so your nails are the perfect canvas to show off your latest nail art additions and make some extra money to boot! Experiment with different lengths and shapes from time to time. Always try something new and be flexible with your own look. You will find that clients will be more inclined to try things if they see it. By wearing different looks you will cater to a much broader audience and your clients will be more inclined to be brave and maybe try some art.

Be careful of your image out of salon as well. As mentioned in previous posts, you want to attract clientele from the area, this means you might bump into some of your clientele outside of the salon from time to time. You are the job! If you bump into a client on your day off looking like something the cat dragged in that client may not feel that you take your own beauty advice seriously enough to look after yourself out of work.

In our line of work, you are your own billboard and you should ensure that your billboard looks presentable at all times.

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Tips on how to market your Salon Part 5

Part 5.


Offering potential customers discounts on purchases is a way to quickly draw people into your salon or your appointment book. Anytime you tell a customer that they can save money, you’re likely to get their attention. Discounts don’t only help your clients; they also help your business. From increased sales to improved reputation, discounts may be that one ingredient that can bring business success.


Group Discounts helps Attract Customers.

Firstly, because people prefer buying things on sale, discounts serve as a ploy to attract more people to your salon. Group discounts are also a great way of filling your appointment book at your quieter times or days. If your discount is only good for certain days or for certain services, mention that when you advertise the discount to your groups. People are more likely to rush to book in if they know they only have a few days to do so. You will also find that your quiet days may coincide with these groups rostered days off as it might be their quiet times as well. Secondly, it might be the swaying factor that gets them to book in with you in the first-place vs a salon that’s not offering them the discount. And thirdly, they will recommend you to their customers which are clientele in your area, again attracting customers but more importantly the right clients.


Group discounts helps Increase Sales

With increased traffic typically comes increased sales — and not only on the discounted services. Because the discounts attract more people, you have more potential buyers for retail or other services, if your discount is only for specific services.


Group discounts helps build your Reputation

A business that offers discounts to certain groups of people — such as the elderly or those enlisted in the military — may improve its reputation. When a business gives discounts to people who are in difficult situations or who may have financial troubles from a lack of income, that business shows it is making an effort to help people, improving your reputation in your community.


The biggest pro of offering a permanent discount to these types of groups are they generally deal with people all the time; your clients are walking advertisements for your services and they will be more inclined to refer customers to you. In most cases, they will let you put a poster up or allow you to leave flyers in their waiting areas or on their counters reaching a new audience in your area.

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Tips on how to market your Salon Part 4

Part 4

Why are online reviews important for your businesses? These days, when consumers are looking for a business to provide a service for them, one of the first things they do is look to the internet for guidance and the majority of our nail clientele turns to social media like facebook. Let’s say that a homeowner has an electrical emergency. That homeowner might grab her phone and search “best sparky near me,” and she’d be met with a whole host of search results of electricians in her area claiming to be the best in the business. So, who is that homeowner going to look to for guidance on which sparky to choose? Other homeowners! She is very likely going to check out reviews from other homeowners who have worked with that electrician in the past to see if they had positive things to say about the experience. According to studies, 57% of consumers agree that seeing positive reviews and praise about a company on social media would influence their opinion of that business, and 40% of consumers say that they have actually chosen a company’s competitor based on their reputation on social media.

What does this mean for you as a business owner? Well, if your competitors have tons of positive reviews on Facebook, but your own Facebook page is lacking in the reviews department, you may be losing appointments to your competition. Never ever underestimate the power of a review. I personally have learned whilst traveling that reviews are your friend when it comes to finding restaurants, hotels and most definitely nail salons.


If you don’t have the review functionality active on your facebook page see the link below on how to set it up:


How to Check & Respond to Facebook Reviews for Your Business. This is one thing that a lot of business owners forget about: now that you’ve gotten the reviews, you need to respond to them! Whether they’re positive or negative reviews, the best practice is to reply to each one of them individually and preferably soon after they’re posted.

When customers see that you monitor and respond to reviews, they’re more likely to leave a positive review for your services. And, of course, if a customer does leave a negative review, you can take that opportunity to explain the situation, apologize, and resolve the issue.


So, how do you check for new reviews so that you can respond to them in a timely manner?

  1. Go to your business’s Facebook page in Facebook Business Manager.
  2. You should now be able to click on Reviews in the left-hand navigation menu.
  3. Once you click Reviews, you’ll be able to see all of the reviews your business has received on Facebook. You can sort them by Most Helpful, Most Recent, or by Star Rating. For the purpose of checking and responding, click on Most Recent.
  4. Now, you’ll see your most recent reviews, as well as any comments you may or may not have left on those reviews once they were posted. For any reviews you haven’t responded to, click in the box where it says Write a comment…and type your reply.


How to Get Customers to Leave Reviews for Your Business on Facebook. So, your business’s Facebook page is set up to receive reviews, and you’ve got the Reviews tab showing up on your profile. You’ve responded to all of the reviews you’ve received so far, whether positive or negative. Now, the final question is: how do you get more customers to leave you positive reviews on Facebook?

  1. Email your customers. Send a message asking them to review their experience with your salon. Be sure to include a link to your company’s Facebook page, and let them know they can just click “Reviews” and write their own testimonial easily from there. You can also add this to your newsletter that you are already emailing to your clients.
  2. Add a call-to-action to your website.Designing and adding an eye-catching banner to your website inviting customers to review your salon, then linking that banner to your Facebook page, is an easy way to get your customers to provide feedback on their experience with your salon.
  3. Pay attention to what people are posting on your page. If people are leaving comments (instead of reviews) about their experience with your company, you can reply and thank them for their feedback, then ask them if they could leave the same feedback in the Reviews tab so that future customers can easily reference it.
  4. When designing your next appointment cards, you can add a phrase encouraging your clients to leave a review on your Facebook page. Print the link address to your Facebook page on the card.
  5. Make the process as easy as possible. Whether you’re emailing customers directly or asking for their reviews with a call-to-action on your website, the most important thing is to make the process super simple for your customer. Provide the link to your Facebook page, and give clear directions on how to leave a review.
  6. Say thank you!Be sure to show your customers how grateful you are for their feedback. Remind them that you value them as customers and that their feedback matters a great deal to you.


Please see links below on google review setup and how to leave a review:

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Tips on how to market your Salon Part 3

Part 3


Ask for them! The easiest way to get referrals is to ask for them. Plain and simple. As discussed in the 1st post of this series we suggested you use referral coupons in your goodie bags to get your existing clients to refer clients to your salon. The best way to get your clients to hand them out is to offer incentives for referrals. Think about what you could offer to an existing client if they refer a new client. Maybe a free soak off at their next visit or 20% off. Never underestimate the power of word of mouth. The first time you ask for a referral, you will probably be nervous about the request and it will probably be difficult. Remember you are asking people who already trust you and know that you offer great services. The trust that is part of your relationship will enable your client to understand the true nature of the request and respond accordingly. By the fifth time, it will be easy to ask. When referrals start booking appointments, asking for referrals will be much easier. With referrals, the growth of your business will advance exponentially.


Here are a few tips about when to ask for a referral if you have existing customers.

  1. Ask for a referral when you prepare marketing materials, like next appointment cards or promo flyers. Any marketing materials you create should include a statement like: Referrals to friends, relatives or business associates are the highest compliments we receive from our clients. We appreciate your referrals.
  2. Ask for a referral when making follow up calls. Building strong relationships with existing clients requires regular and ongoing contact. Contacting a client 3-5 days after a service for a courtesy call really helps build relationships with your clients. During the call say that you are checking in to ensure satisfaction with the service completed and ask if your assistance is needed for anything else. If you have done your job well the client will be expressing satisfaction with the service. This is the time to say, “ I appreciate your comments. Satisfied clients are important to me. I wonder if you are aware of anyone in your circle of contacts that might benefit from the level of service I provide? Are you aware that we have an incentive program for client referrals?’ then continue to explain your client referral program to them.
  3. Ask for a referral when you finish a service. Nails look their very best once completed and most clients are thrilled with the end result. This is the perfect time to explain your referral program to a client. Don’t make the mistake of assuming the client will know that you want a referral or that they know how to make a referral. Help them help you by asking for a referral and explaining how they can help you.
  4. Be ready whenever a client unexpectedly tells you how happy they are with your service. Don’t just say thanks. Have a script prepared in your mind with which you will ask for the referral you have earned.
  5. With new clients, you would be utilizing your goodie bags containing your referral coupons. When you give them the goodie bag, take the time to explain the contents and the referral program to them.

Here is an example of a referral card I found for a hairdresser:


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Tips on how to market your Salon Part 2

Part 2

Newsletters are one of the most cost-effective ways of imparting information to your clients. Customers are naturally inquisitive and newsletters often help open a dialogue and sets the tone for these conversations. It is the best way to help with the launch of new products or services and a great platform to launch loyalty or referral programs. It will also help greatly with supplementing content on your website and social media sites, make sure you upload it to these sites as well. It’s easy to create email newsletters that forge real connections with customers. Your email newsletter should showcase your expertise to customers. It should contain valuable content that reminds them why they care about your business or why your business suits their needs.


Information Collection. If you haven’t been collecting your clients email details, there’s no better time to start than now. It’s a great idea to add a section on your client cards or your client intake section on your booking system for your clients’ email details. Don’t underestimate your website traffic as well. Have a chat with the support department hosting your website and they can either add a prompt or talk you through how to add a prompt on your website for clients to sign up to your newsletter.


Frequency will really be dependent on the type of content you will showcase as well as the amount of time you have available to spend on it. Most salons have monthly newsletters but it may be good to start with quarterly issues at first. Being part of the fashion industry it might work well for your salon to work on winter, spring, summer and autumn issues.


Content. This will be the part that you will struggle with the most. The best advice I could give you is to think about what you as an end consumer would enjoy reading about. Start with quality content rather than quantity. Here are a few topics you can work on: Latest nail fashion trends, advise for the clients on how to take care of their enhancements, beach season- how to ensure they don’t pick up any nasties, nail styles, new or seasonal colours, services, events, promos, weddings, men’s services, new treatments, staff training or outside education, employee of the month, expansions, new team members and their backgrounds, any team celebrations / successes, etc. I would also suggest getting your staff involved, encourage new and existing staff to write articles. These articles help establish their credibility and provide another avenue for referrals. Your staff will be excited and talk about the newsletters and this could lead to attracting new customers. Get your product suppliers involved. The marketing departments of most companies will have content and pictures you can feature as well. Once you have an established routine you can work on expanding your content as well. If you need more inspiration on content, start following industry websites or social media sites. Subscribe to as many of these sites as you can. You’ll be surprised as to how many ideas and information you can get from these sites. I really found this website quite helpful:



There’s allot of newsletter templates available on the internet that enables you to edit it easily to match your brand. Choose your colours, add your text, logo and images and ta-dah you’re done. Allot of the templates out there are mobile friendly too. Now if you’re like me and didn’t have any idea where to start on newsletter have a look at the link below.

It’s a helpful website that gives you tips on what your newsletters should and shouldn’t contain to help you create newsletter that your clients enjoy reading.