Whether you’re a stylist, esthetician, barber, or beauty business owner, defining your market is a critical step. Market research will inform various decisions, including who to target, what services to sell, and how to drive awareness.
Before you can learn how to build clientele, you need to research your target audience. Identify their demographic group and learn what they value and find important. You should also define their geographic location, especially if you’re trying to decide where to set up shop.
Example: If you operate an organic hair salon, your target audience might include clients who prioritize eco-friendly hair treatments. For barbers in upscale neighborhoods, your clientele might consist of men willing to pay premium prices for tailored grooming services. Beauty businesses offering skincare services might target clients seeking specialized treatments like anti-aging facials or acne solutions.
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You can’t attract clients if you don’t offer the services they want and need. Part of doing market research entails identifying the types of treatments and products your customers value.
Whether you’re working on how to build clientele as a hairstylist, barber, esthetician, or beauty business owner, aligning your services with your audience’s preferences is key. Examples include trendy services for younger clients or traditional packages for a more established clientele.
Example: Standard barbershop services like traditional haircuts and hot towel shaves can be enhanced with add-ons like facial treatments or beard grooming. Beauty businesses may include advanced skincare treatments, custom makeup sessions, or lash extensions to meet client demand.
Potential clients have plenty of salons, barbershops, and beauty businesses to choose from. To stand out, you need a Unique Selling Proposition (USP) that convinces them to choose your business.
If you provide superior service, offer exclusive treatments, or deliver a unique experience, you’ll have a better chance of attracting new clients. Focus on highlighting these differentiators in your marketing efforts.
Often, the best client-attraction strategy is to provide services and experiences that clients can’t find anywhere else.
Keep your premises clean, create a welcoming atmosphere, and offer high-quality treatments. Personalize the client experience to align with your brand.
Muse Salon and Spa in Georgia is a master at this. Daniel Mason Jones, the owner of Muse, definitely knows how to build clientele through top-notch experiences.
Daniel and his team go out of their way to ensure that each guest has a fabulous time when they visit Muse Salon and Spa.
“Our salon, when you walk in, is super classy, it’s super professional,” shared Daniel at the 2020 International Salon + Spa Expo. Our brand smells insane. The minute you walk into the doors, it’s lemongrass. There’s a screen that greets you when you walk into the door… because I live in the digital age.”
You don’t have to copy the high-end experience they provide if that’s not your brand. Instead, think about how you can delight your customers in a way that’s uniquely YOU.
Maybe you can focus on ultra-personalized experiences. Perhaps you can focus on adding value. Figure out the experience that aligns with your brand and go from there.Â
Referrals are gold because they allow you to expand your customer base with minimal effort and cost. Encourage your existing clients to talk about your brand and bring people in.
Create incentives for referrals, such as discounts or free services for both the referrer and the new client. This win-win approach makes it easier for clients to promote your business.
Referrals are gold because they allow you to widen your customer base with minimal effort and financial costs on your part.
That’s why you should encourage your existing clients to talk about your brand and bring people in. Create an incentive program that rewards people for telling their family, friends, and colleagues about your business’ terrific services. For example, under your program structure, a client could receive a free service or discount for every friend that they send your way.
Kanon Beauty Salon in Washington does just that. They have a referral program in which the client gets 15% off their services when they successfully refer someone to the salon. Even better, the person they referred also gets a 15% discount!
A good sales promotion effectively drives clients to your salon or barbershop. Brainstorm ways on how you can run discounts or offers without diminishing your brand or profits.
You can, for example, offer first-time client discounts or last-minute promotions to fill open slots in your barbershop or salon.
Another idea? Run seasonal promotions for a limited time. Â
When potential clients perform a Google search for a hair salon or barbershop, they’ll generally click on the first available result. In fact, says Lockhartmeyer Salon Marketing, 33 percent of users click on Google’s first search result, and only 18 percent of users bother to select the second result. If your business ranks lower than #2, most potential clients will never see your website at all.
To improve your search engine rankings, and make your website a booking magnet, redesign your website to be simple, attractive, and mobile-friendly. Ensure that your operating hours and price guide are easy to locate. If you have the budget for it, partner with a web designer who has previously achieved good results for businesses in your industry.
Besides the design, you’ll need good content that is optimized for search. Make sure your website has great, unique content that speaks to your target clientele and incorporates relevant keywords.
Aside from optimizing your website, it’s also important to beef up your Google My Business profile. You want your business listing to show up whenever someone searches for a salon or barbershop in your area. This requires you to claim your Google listing and enter as many business details as possible — i.e., contact info, operating hours, services offered, and more.
We can see these Google listings' best practices in Romero's Barber and Beauty Shop in Los Angeles, California. In addition to having all their important business details on their profile, Â this barbershop has several photos and reviews on their listing, making the business a lot more attractive to potential clients.Â
When potential clients search for a salon, barbershop, or beauty business, they’re likely to click on the first results they see. A strong online presence ensures they find your business. List Your Business
While there are several social networks out there, Instagram is a favorite in the salon and barbershop industries mainly because it’s so visual. Instagram makes it easy to showcase photos and videos of your work, PLUS it has features that pave the way for audience engagement and growing a following
That’s why it’s worth having Instagram as part of your client-building efforts. Use the platform to spotlight your services, show off your work, and promote the offers you’re running.
Make sure your profile page has a healthy mix of content and posts that put your salon or barbershop in the best possible light.
Taty's Esthetics Day Spa, for instance, keeps her Instagram feed fresh by having a variety of content, including client shots, feel-good posts, customer testimonials, Â and more.Â
Platforms like Instagram are invaluable for the beauty and grooming industry because they showcase your work visually. Use social media to connect with your audience and promote your services.
Establish a consistent public relations program that keeps your salon in the public eye. For example, create timely press releases about new product lines. Showcase staff members who recently received certification in sought-after techniques. If your salon has made big changes in the business, be sure to announce it. Distribute a press release to local newspapers, radio stations, and regional trade magazines to increase the chances of your news getting picked up.
Consumers frequently consult product and business review sites before making a purchase decision. Getting your business on Yelp and other review sites is key to drawing new clients, especially millennials.
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Positive reviews build trust and attract new clients. Encourage satisfied clients to leave reviews on platforms like Yelp or your booking page.
You’ll receive two notable benefits from maintaining a presence on these sites. First, you can share positive reviews with potential clients, thus increasing their conversion odds. If you receive a negative review, following up with that client demonstrates your business’ concern, and can lead to higher customer retention rates.
Another way to leverage reviews in client-building is to feature your top reviews on your bookings page. Potential customers can read up on all the great things your clients are saying about you, which builds confidence in their decision to book you as their stylist or barber.
Blendz Barbershop in Los Angeles, for example, has a “Reviews”  on its booking page, which allows users to browse the barbershop’s reviews. Best of all, these reviews are from verified customers, so potential clients can rest easy knowing that they’re legit.Â
Establish yourself as an expert. Offer to write a column for your local newspaper or get yourself quoted in reputable websites and blogs in your industry. Although these tactics will take some effort, you’ll raise your credibility within the community — and ultimately attract clients.
Linet K., a Los Angeles-based hairstylist has done a great job at positioning herself as an expert. Her website incorporates compelling copy that reads (emphasis added):
Linet and her stylists are balayage experts, best known for recreating natural and perfectly blended highlights. As hair color experts, they are as versatile as they are talented.
The site also showcases media outlets in which Linet has been featured, further cementing her expert status.Â
If your local community college offers a cosmetology program, talk to the director about offering an internship program to one or more high-achieving students. Your business will benefit from the extra help, and the students will gain valuable real-world exposure to their chosen field.
If the program works as intended, you’ll likely have a steady supply of energetic students every semester. As an added bonus, the students will likely talk about their experiences on social media, further expanding your business’ reach within the community.Â
There’s no one-size-fits-all answer to the question of how to build clientele as a hairstylist, esthetician, or barber. Each business is unique, so you need to find the right approach for your barbershop or salon.
Do a ton of audience research, test various strategies and channels, and keep track of your results. When you do these things consistently, you’ll start to better understand your market, and attracting more customers will get easier.Â
There’s no one-size-fits-all answer to building clientele as a hairstylist, barber, esthetician, or beauty business owner. The key is to understand your audience, test various strategies, and focus on what works for your business. By implementing these 9 steps and staying consistent, you’ll grow a loyal client base and set your business up for long-term success.
This guide also serves as a resource to help you attract customers to a barber shop, build barber shop clientele, and explore tips for how to gain clients as a barber, stylist, or beauty business owner. With these strategies, you’re well on your way to success.
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