Fan pages are the salon’s online billboard - they communicate everything you have to say about your enterprise, including your location, what you specialise in and what people think about your work. In the age of social media, almost every industry makes use of fan pages, especially businesses in hair and beauty.
Nowadays, potential clients want to see what they can expect from your business and make a reservation online if they see what they like. However, there’s a strict set of guidelines you should follow when it comes to what you post in order to get the most out of your fan pages.
Before diving into marketing activities, you should first ask yourself: “What do I want from my fan pages?” Most salon owners will say off the bat: “More clients - isn’t that obvious?” Well, keep in mind that this isn’t your only option! With the help of your fan pages, you can stimulate sales of a particular product or treatment, improve customer loyalty, or bring clients to your salon during a low period - but keep in mind that each of these goals requires an individual approach. So what exactly should you post in order to accomplish the desired goal?
You create beautiful balayages, outstanding ombres or any number of amazing treatments - not to mention you and your staff provide a one-of-a-kind relaxation experience for every client that walks in. These are things you take great pride in, so why not share this information on your fan pages? For hair and beauty businesses, most fan pages are on Facebook and Instagram, as these social networking platforms are perfect for sharing pictures and videos, as well as website links and information on the business. Make sure to share pictures of amazing hair, nail, or makeup transformations, your workstations, live videos from the salon, and your latest treatments, offers and happenings.
Share stunning before & after pictures, post a discount on a cosmetic that has been on your shelf for ages, or promote an event you’re hosting at the salon. These are excellent ways to get clients in through your salon doors! Getting them into your salon is one thing, but keeping them tied to your business is much more beneficial! In order to do this, encourage clients to book online with your salon. Mention that online booking saves their time and also gives them access to all of your awesome offers. Booksy collects your customer data through online booking - with this information, you can send them offers directly via SMS, push or email messages, or track their purchase history and store their details, all in one spot.
When promoting your business on your fan pages, there are certain boundaries that you should avoid crossing at all costs. Some of them include:
Although sharing things from your personal life may seem harmless, not everyone is going to be interested in them. Make sure to keep such information for your personal social media pages. As for shaming a client - this can lead to some serious implications. A customer has left a poor review of your business for a reason, so you should always respond professionally, as everyone can see your response - however, if you believe that a review has been left on false pretences, don’t take matters into your own hands. Instead, report the comment. Shaming a client in a post on your page is uncalled for and will definitely diminish your professionalism.
As for sharing private business information, it can even get worse. If you share details pertaining to a staff member, and use their name without their consent in one of your posts, you are in violation of GDPR regulations - especially if the employee is a booth renter. Before posting, make sure that you have that employee’s consent to do so, and that the content of the post isn’t disrespectful or derogatory.
So you’re on your way to becoming a salon fan page master - you regularly post pictures of happy clients in your salon, enjoying coffee while being serviced, or videos of your staff hard at work. But there is one more thing you should keep in mind when posting on your fan pages - not everyone is and will be your customer.
For the experienced fan page master, this comes as no surprise - among your target audience, your competition, random strangers and salesmen, all flock to your pages. These fans pump up your number of followers, but will most likely not become your clients. But that’s fine, because your posts still reach your target audience, right? Yes and no - a number of your target audience will see your posts on their feeds on their preferred social media channel, however, if they follow a few hundred other pages, your posts are going to have to compete in order to be seen.
This doesn't mean that you should just give up on your fan pages, but that you should run them hand in hand with the digital salon helper, Booksy. Post your latest treatment options, offers or events on your fan pages, while sending the same information via text, push or email messages, directly to your customers. With a direct notification, clients won’t miss your latest offers. Best of all, you can send specialised messages to a specific group of customers. Are you looking to target clients who have had a dusty rose balayage last month, in order to remind them to book a discount root touchup? With Booksy, you can!
Give your social media posts the perfect partner in crime - grab your free Booksy account today!
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