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:
- 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.
- 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.
- 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.