The world in which we do business has changed incredibly over the past 18 months. The beauty industry has been hit hard by continued lockdowns, and the effects are likely to be felt for some time. It has been a time for many salons to rethink their business model and learn new ways to remain relevant in our new reality. Now more than ever, it is clear that being digitally present is vital if you want to stay ahead of the game. Mastering the art of marketing strategies for beauty businesses.
How comfortable are you with social media platforms? Have you tried your hand at virtual consultations? Vanessa McDonald of SMC knows these are just some of the ways for beauty salons to continue to thrive during even the most challenging circumstances. In a recent Talk with Vital Plus, Vanessa shared her top 7 online marketing strategies to keep your business glowing – pandemic or not!
In this blog, we summarise her main points, hoping that it will inspire you to delve further.
1 – Virtual Skin Consultations – How to Introduce and Maintain for the long game.
While the pandemic has brought many difficulties to our doors, it has also opened up new and exciting opportunities! Virtual salon services are one of them. In 2020 virtual skin consultations became a reactive solution to enforced lockdowns; however, Vanessa believes virtual services are here to stay, with many consumers loving the flexibility they offer.
If you’re new to the world of virtual skin services, the first place to start is to learn the basics. How to generate a QR code; How to create a bitly link: How to use Zoom: How to use Vimeo or YouTube to share your Zoom Video recordings. Online marketing is the key to growing your business so learning the fundamentals will take you far.
The next step is the preparation of your protocols. When you introduce a new skin treatment to your salon menu, you go through some main steps beforehand – as Vanessa highlights:
- Your staff get trained on how to perform the treatment
- Establish the service procedure
- Add the service to your treatment menu
- Include the service on your website
- You market the new service
Well, going virtual requires exactly the same steps.
What is the Virtual Consult Process?
How are you going to structure your online consultations? You might give your clients the option of using Zoom, Messenger or Facetime. Whatever you choose, the easiest way to present your consult is from a desktop so that you can be hands-free.
Using a Powerpoint presentation as part of your skin consultation helps you keep on track and adds to your professional status. Ask your clients to send photos in advance as well as a consultation form so you can prepare fully. Make it interactive and visual – you might like to use a skin block model as a prop, and you can share past client success stories. Virtual consultations are an important online marketing tool.
At the end of the consult, have a clear call to action by sharing your client’s prescription along with how they can purchase from you. Demonstrate how they can order via your online store by sharing your screen.
Market your online consultations on your treatment menu on your website. You might like to include a consult for different skin conditions – pigmentation, acne, anti-ageing, teen skin – and have a description that pertains to that condition. Before and After photos are an excellent drawcard.
Let clients know you are offering online consultations on your Social media platforms, via SMS, email, flyers or posters, and your website.
Use your client database and create a direct response marketing campaign. It might be an email with an immediate call to action, for example, “book now”. The key is to engage your clients with an exciting opportunity.
2 – Have one strong retail offer to compete with the big online retailers
The online marketing strategy of providing a strong retail offer will help you transition your clients from an online consult to a retail sale. Everyone is ordering online nowadays, so you need to compete with the big online retailers. The advantage you have is that you know your client’s personal history. You will have probably seen her skin and can truly personalise your offers to each client’s particular needs.
It could be Buy 3, 1 Free, which Vanessa’s team has found the most successful amongst their clientele. It’s the perfect opportunity to introduce your clients to a new product to enhance results
3 – Use “delight and surprise” with online and telephone orders for click and collect or delivery
Including a voucher in any orders you send out with a handwritten note will go a long way to ensuring clients book into your salon once lockdown is over. Vanessa’s idea of a $25 gift voucher, redeemable to any skin treatment, is a fabulous way to bring a smile to your client’s face and strengthen your relationship. Adding touches of personal service make such a major impact. If you are in lockdown, picking up the phone and calling your clients will also work wonders.
4 – Facebook Groups – Why they are a great online marketing tool for your brand and business
If you want to create a sense of community even when you can’t be together in person, then a FB Group is the way to go. Bringing together a group of people sharing a common interest – in this case, skin, beauty and wellbeing – will encourage connection and enable you to deliver relevant beauty wellness and skin education. In addition, your group members can easily invite family and friends to join, which introduces new clients to your salon. FB Groups also help to boost your retail sales by allowing you to offer exclusive deals.
5 – The Power of Virtual Product Demonstrations
Your Facebook Group can become a virtual salon and is an excellent forum to introduce products to your clients via demonstrations. Take the example of Christmas packs. Imagine setting out all your packages and demonstrating the products in each one with a clear way for clients to purchase. Product demos can be extremely successful and create an intimate VIP experience for your customers. Pre-launch new products and announce new promotions with exclusive offers for your group.
6 – Working with Referral Partners to Attract New Clients
By discovering like-minded business owners with similar clientele, you can find numerous ways to attract new clients. For example, you might invite them to be interviewed on your FB Group, and in return, they could feature your brand on their socials.
Approaching an affiliate with a help-help mindset allows you to build relationships that benefit both parties and boost business success with exciting online marketing opportunities.
7 – How Hosting Virtual Events Will Help to Position Your Clinic as the Go-To Skin Experts
There are so many good reasons to host a virtual event. Vanessa’s top ones are:
- To increase new clients
Your happy, existing clients can invite friends and family to your event and spread the word!
- To increase retail sales
You could sell starter skincare sets in your event and then two weeks later, followed by an email to upgrade to the full-size products.
- To support your local community
By providing a unique, community-based event, you are helping people learn about their skin and how to care for it.
- To boost professional fulfilment
Your expert knowledge is available to a broad reach of people.
- You can look after more people
The sky’s the limit with a virtual event – you can have attendees from anywhere in the country, you are not limited by physical space or resources.
- It’s Easy to Learn How
The free resources available from Zoom make it so easy to learn how to run a virtual event.
An inspiring idea from Vanessa for a “Skin School” for tweens and teens during school holidays to learn the basics of proper skincare is the perfect way to meet a new generation of future clients via their mums! Vanessa walked us through the steps to setting up your own skin school event with numerous ideas and marketing strategies.
Vanessa’s Online Marketing Future Beauty Talk
While the pandemic has stopped us in our tracks and prompted us to reassess our business models, it has also opened up a new world. Connected by technology, we have the power to grow our businesses in different but equally relevant ways.
We are so grateful to Vanessa McDonald of SMC for taking the time to share some thought-provoking and inspiring ideas with us. We urge you to watch Part 1 and Part 2 of Vanessa’s Talk on online marketing – you have a wealth of knowledge just a click away.
Our fundamental beliefs are that skincare products must take a holistic approach, empowering the skin’s health. It is on these merits and philosophy that we select our range of skincare. We do not seek to supply beauty salons with short-term results but results that can be sustained and enjoyed through the years.
We love sharing our passion for the beauty industry with our clients and love seeing them succeed. And when you’re struggling or feel challenged, we are always ready to help you up and propel you towards solutions, ideas, and motivation. That’s what inspires us.
Supporting you in running a successful beauty business is our purpose.
1300 437 638 – Join our community of inspired and educated skincare professionals. Xx
Q: What are some effective online marketing strategies to boost my beauty business?
A: To keep your beauty business active and thriving, consider implementing the following online marketing strategies:
a. Social Media Marketing: Utilize popular platforms like Instagram, Facebook, and Pinterest to showcase your products and services, engage with your audience, and run targeted ad campaigns.
b. Influencer Partnerships: Collaborate with beauty influencers and bloggers to promote your products, as their followers often trust their recommendations.
c. Content Marketing: Create valuable and relevant content such as blog posts, videos, and tutorials to establish yourself as an authority in the beauty industry and attract potential customers.
d. Email Marketing: Build an email list and send personalized offers, beauty tips, and exclusive promotions to keep your customers engaged and encourage repeat purchases.
e. Search Engine Optimization (SEO): Optimize your website with relevant keywords, meta tags, and high-quality content to rank higher in search engine results and increase organic traffic.
Q: How can I use social media effectively to market my beauty business?
A: Using social media effectively is crucial for marketing your beauty business. Here are some tips:
a. Consistent Posting: Maintain a consistent posting schedule to keep your audience engaged and aware of your brand.
b. Engaging Content: Share visually appealing images, videos, and stories that resonate with your target audience and encourage interaction.
c. Hashtags: Use relevant and trending hashtags to increase the visibility of your posts and reach a wider audience.
d. Collaborations: Partner with other beauty brands or influencers for cross-promotion and to tap into their follower base.
e. Analyze Insights: Monitor your social media analytics regularly to understand what content performs best and adapt your strategy accordingly.
Q: How can I measure the success of my online marketing efforts for my beauty business?
Measuring the success of your online marketing efforts is essential for understanding what works and what needs improvement. Use the following metrics:
a. Website Traffic: Monitor the number of visitors to your website and track which marketing channels are driving the most traffic.
b. Conversion Rate: Analyze how many website visitors are converting into customers or taking desired actions (e.g., signing up for a newsletter).
c. Customer Engagement: Keep track of likes, comments, shares, and other interactions on social media to gauge audience engagement.
d. Return on Investment (ROI): Calculate the revenue generated from your marketing efforts and compare it to the overall cost of marketing campaigns.
e. Email Metrics: Measure email open rates, click-through rates, and unsubscribe rates to gauge the effectiveness of your email marketing campaigns.
Q: How can I target the right audience for my beauty products or services online?
A: Identifying and targeting the right audience is crucial for the success of your online marketing efforts. Follow these steps:
a. Customer Persona: Create a detailed customer persona by researching your ideal customers’ demographics, interests, and pain points.
b. Social Media Insights: Utilize social media analytics to understand the characteristics of your current followers and customers.
c. Facebook Ads Manager: Use tools like Facebook Ads Manager to run targeted ad campaigns based on specific demographics, interests, and behaviors.
d. Google Analytics: Analyze data from Google Analytics to identify the demographics and interests of your website visitors.
e. A/B Testing: Conduct A/B tests on your marketing campaigns to determine which messages and visuals resonate best with your target audience.
Q: How can I stay updated with the latest trends in online marketing for the beauty industry?
A: Staying updated with the latest trends is crucial in the dynamic world of online marketing. Here’s how to do it:
a. Follow Industry Experts: Follow renowned beauty influencers, marketers, and industry experts on social media and subscribe to their newsletters for insights and updates.
b. Attend Webinars and Conferences: Participate in webinars and conferences that focus on online marketing and beauty industry trends.
c. Read Blogs and Publications: Stay informed by regularly reading blogs, magazines, and online publications that cover online marketing and the beauty industry.
d. Join Online Forums and Groups: Engage in online forums and social media groups dedicated to beauty and marketing to discuss trends and learn from peers.
e. Monitor Competitors: Keep an eye on your competitors’ marketing strategies and see if you can adapt any successful approaches to your own campaigns.