There is no way around it: the beauty industry is a pretty competitive one, with more and more salons and mobile businesses blooming around the country. And although you are most probably friendly with many of your competitors and happy to be a part of a community, you are still contending with each other in the fight for customer attention - and not everyone can be a winner in such a race. Some areas are affluent in hair & beauty salons, so if you are trying to thrive there, you are up for a challenge. There are thousands of businesses just like yours, and some of them have more staff members, more customers, and more followers on social media than you. Let’s look at ideas to make your business stand out from the crowd even if you are running it in a very competitive neighborhood!
Have you ever come across the term “point of difference”? In business, it is used to describe factors or characteristics that make your product or service different from others in the market. A point of difference must be positive, distinctive and bring a certain value to the client. In the beauty industry, there are many different areas that may become a point of difference, relating to experience, higher quality of services, specialization, location, or branding themes.
Begin to spread the word by promoting your point of difference via all of your social media channels, such as Facebook, Instagram, and TikTok. You can create an enticing campaign where you showcase your salon’s values with a series of short videos. It’s also a smart idea to let your regulars know about new developments by launching a blast message campaign using your trusted software.
How many different services do you offer on your menu? Some beauty businesses fall victim to the trap of trying to provide everything at once while not having fitting conditions to do so. As a result, they spread themselves too thin and excel at nothing. The general rule is - if you cannot deliver great quality of a given service, let it go. Focus on what you are fantastic at and keep getting even better.
Clients tend to love specialized salons because most people look for “the best of the best”. They prefer businesses with proven expertise in one area over parlours where you never know if the provider is truly a master of a specific service. Becoming more specialized or targeting a specific niche is an important business decision that can take your salon in a completely new direction.
Making your salon a more specialized one can be super beneficial, but you need to start by doing some research. Your salon software will help you with it, as you can check the statistics on which of your services are the most popular and which are chosen very rarely. If you notice that there is a strong tendency towards certain treatments, consider focusing solely on them.
A blog is one of the first steps a business should take if they want to stand out from the rest. By starting a blog, you're not only boosting your SEO, but you're also imparting information to your clients and customers as an expert in your field. By giving a professional opinion, you're showing people how much you know about what it is you do.
To effectively demonstrate your expertise, focus on topics that provide real value to your specific audience:
Educational content serves as a bridge between your business and potential customers. Sharing your posts on Facebook and Twitter—both on your personal account and business account—increases your reach and reinforces your status as a professional. It’s a powerful way to stand out by proving you have the knowledge to back up your services.
Reviews are the backbone of the beauty industry. Good reviews can elevate your business like nothing else, while bad ones can lead to catastrophic results. While knowing how to react to negative feedback is crucial, it’s nonetheless important to know how to capitalise on the great ones.
Nothing makes your business stand out from the crowd quite like kind words from your clients. You may fill your social media with beautiful promotional materials, but it’s genuine reviews that give you the most credibility. If potential customers see someone else praising your business for delivering exactly what they are looking for, you are already in a winning position.
Don't let your raving reviews go unnoticed. Your management system allows you to choose your favorite reviews and make custom, visually appealing digital flyers to publish on Instagram or Facebook. Make sure to use reviews that give concrete examples; for instance, a review stating that a stylist understood a client's vision perfectly is an absolutely fantastic ode to your values.
Many businesses have an area people wait in before their appointment. If you have any period of time where your customer or client is waiting, offer them something different to show you are thinking outside the box.
To keep your customers entertained and make your salon stand out, consider unique additions:
When a customer is looking to make an appointment, the ease of scheduling online versus having to call or email can be the thing that makes them choose to book with you. It's as simple as adding a "Book Now" button on your website or your business's Facebook Page. By giving your customers the ability to schedule online, you're making things much easier for them, giving them more time for other things instead of emailing back and forth.
Your customers are your business's bread and butter. If you show that you truly care for them—by giving special offers on their birthdays or helping them when they are struggling—it will help your business stand out compared to those that treat customers as just another number.
Regardless of your chosen point of difference and promotional strategy, there is one thing that all salons benefit from: a complex salon management system. A digital helper can assist you in each step of your management process, from analyzing statistics for specialization to launching blast campaigns for your POD. If you’re not sure what else to do, find your favorite business and chat with the owner to find out how they differentiate themselves! Start utilizing these tools today to focus on doing what you love and thrive in the competitive market.
For more expert advice on growing your business, check out our comprehensive guide on salon marketing.
You find your point of difference by identifying positive and distinctive factors that bring real value to your clients, such as specialized expertise, high-end product selection, or a unique eco-friendly branding theme.
Specialization is more effective because most clients look for "the best of the best" and prefer businesses with proven expertise in one niche over salons that provide average results across too many treatments.
Genuine reviews provide more credibility than promotional materials because they offer concrete proof of your skills and show potential customers that you can deliver exactly what they are looking for.
Yes, a blog improves your business by boosting your SEO and establishing you as an expert in your field through the sharing of professional opinions and helpful information.
Yes, providing the ability to schedule online is often the deciding factor for clients because it offers a frictionless booking experience compared to calling or emailing.
You can improve the experience by offering unique amenities like a popcorn bar or fruit-infused water, and by showing genuine care through special birthday offers or personalized support.
