If you’re a beauty salon, spa or hair salon in COVID times, you will inevitably be nervously waiting for the restrictions to lift so that you can fill your chairs so that women and men of the region can enjoy your services once again.
But the truth is things will never be the same once this pandemic is over. Trends will change, habits will change, people will change. So now is the time to start thinking about this when it comes to your marketing strategy, so that when people can leave their homes, they will come to you.
Don’t wait – Now is the time to put your marketing plan together. Ask yourself some important questions. What do you want to stand for as a brand? What will set you apart? What do you want to achieve in the 3 months? What services are you best known for?
Make Instagram your best friend Now – Media consumption online has increased by 60% in the past month. It’s essential to capitalise on this now to keep your audience engaged and your name out there!
Build your personal brand – More than ever, now is a time that people are craving human contact and understanding. It’s the time to build your personal brand, put a face to what your salon or spa stands for. Advocate for particular issues relevant to your business and find a channel to share your thoughts and opinion whilst maintaining your personality. We are loving the power of LinkedIn and its ability to share and educate people. It’s also a great place to generate B2B leads, far better than Instagram.
Plan your opening offers now – Disposable income is going to be way down on what is was pre-COVID-19 so creating some interesting value driven offers for customers is going to be key. IT doesn’t need to be your standard 2 for 1. Think about offers that are more community based like bring a friend, nominate a friend, girls night in type deals. If you are finding that your salon is very quiet, consider putting together a FREE day for a particular service or set of services. It might seem a bit scary to offer something completely free, but it will ensure footfall, introduce you to new customers, showcase your services and create a great halo effect on social as people get excited about the freebie and share it and their experience with friends.
Working with influencers – Now is a great time to start building relationships with influencers. Spend some time on social identifying those influencers you might want to work with. DO they have a similar ethos to you, do you like their aesthetic? Begin conversations with them and build a relationship. Think about what you might be able to offer them. Make sure it is something you feel would be relevant to them, so they and you are getting the most out of the relationship. Remember this is a business relationship. Treat it as such as treat the influencers as business partners. It is a two way relationship and done properly will yield great return.
And just remember whatever activities you decide to embark on, authenticity is king! Be real and show people what you stand for. We are living in uncertain times and people want to see the real you. Content doesn’t need to be perfect – it just has to be real and honest.
By Polly Williams, MD of TishTash and TishTashTots