Social media is a growing and emerging platform without any traces of stopping anytime soon. About 42% of the world’s population is on social media with a 90% daily consumption by its users – those statistics are way too high to ignore. Social media has become a way of life where people are often triggered to check their accounts if they’re waiting in line at a grocery store, on their commute to work and simply sitting at home scrolling on through.
Social media is an integral part to your marketing efforts. With such a high population, you’re bound to capture a percentage of those people if you’re implementing the marketing strategies tactfully.
And so without further ado, we bring to you a checklist to make sure you’re implementing effective social media marketing that will get you customers through the door.
Make Your Accounts Discoverable
Discoverability is key to make sure your accounts are getting found by potential customers. Directing your efforts to make sure that all your social media accounts are spelt the same way, include specific keywords that customers actively search for and generally having a name that’s easy to remember, will all be contributors to getting your business found faster.
The good news is that you can integrate most social media platforms with one another. For example, you can connect your Facebook page to your Instagram profile and have your content automatically shared on both once you post something on either platform – making your job all the more easier.
It’s also important to mention that you need to be utilizing hashtags effectively. Far too often salon, spa & retail store owners tend to use popular hashtags, thinking its a way to get more eyeballs on their content when in fact the opposite is true. Popular hashtags are a sure way to sink your content because far too many posts are competing for that space. Instead, we recommend using targeted hashtags that yields no more than 50,000 – 200,000 results. The more specific, the better.
Additionally, geotagging all your posts both on Facebook and Instagram, will increase your chances of appearing in the explore page of that geotag. It’s as if you’re literally placing yourself on the map, making more of an impact to get discovered by potential customers.
Become a Valuable Resource
We always recommend niching down to one type of clientele. When you narrow it down, you’re able to set more premium prices for your services. With that said, once you’ve identified your dream customers, write down a list of their daily struggles and pain points. You can even make a conversation out of it while you’re working with a client and it will leave a stronger impression since they’ll feel heard. Take note of everything and compile it all in one big list.
The second step is to identify areas that you can feel in the gap for. For instance, if one of the common struggles you hear your customers are facing is that they don’t know what the best aftercare is after your appointment, create content around that and share it on your social media platforms. Chances are if one customer encounters this issue then you’ll find several others that are.
And the more you double down on this strategy by thinking of ways to become a resource to customers, you’ll attract much more clients because they’ll be drawn to you as a result of how helpful you are and adding value to make their lives a whole lot easier.
Your social media needs to be a reflection of ‘problem solving’ since it’s a sure way to create a community and make your followers and customers feel heard.
Before & After Shots
Everyone is a sucker for a good before and after shot. Not to mention the fact that this showcases your salon skills and how transformative your service is. Highlighting the before and after will allow potential customers to envision that transformation for themselves. At the end of the day, people pay top dollar for salons, spas and retail because they want to feel relaxed or way more confident about themselves.
These before and after shots are a sure way to achieve that. For Instagram, be sure to include at least one before/after image within every 9 photos so that it’s visible at all times, even when a completely new follower lands on your account.
Check Your Analytics
To really understand how impactful your social media is, regularly following up on your analytics is crucial. It will give you indicators on what type of content performs well vs. the ones that don’t. It will also show you how you’re getting found, which content resonates the most with followers and tracks website/email inquiry submissions.
When you’re on top of your analytics week in and week out, you’re steps closer in converting a follower into an actual paying customer because you’re clear on what’s performing vs. what isn’t.