Social media has become the best, far-reaching shop-window for your salon, and creating a business page on Facebook helps build a sense of community among your clients. A page adds value to their loyalty with lots of chat and engagement in between visits, it can promote your team and your achievements, and overall help grow a brand that is bigger than the salon premises. Let’s check how savvy you are on FB:
• By the end of 2016, stats revealed more than 1.79 billion monthly active users of Facebook worldwide, and 78% of UK adults is included – 59% of those saying they use FB daily. These are your clients, and your prospective clients.
Facebook is all about authenticity – your posts need to feel genuine to your page fans. Care for them, give them reasons to keep visiting your page, make your content relevant to them and to your business. This keeps you in their ‘real world’ and as accessible as a friend.
• Make sure that the look of your page properly reflects your business – your visions, your standards of service, the kind of imagery and language that you want associated with your salon. Your page is an extension of the salon personality, so don’t post randomly, but try and keep things cohesive.
• You can be quite informal, casual and relaxed on your page, with light-hearted posts, but try and keep a bit of balance so that fans think you are taking them seriously. Equally, avoid being controversial – filling your page with referencs to Brexit or Trump in the current climate could well be a turn off for some. Have a content strategy deciding perhaps that your range of posts includes
i) fashion and trends ii) celebrity comment iii) local events iv) references to the season and the weather, v) what’s going on in the salon itself and client offers of course. This will keep you focussed.
• Do experiment with different kinds of posts to see what attracts most attention. Re-posting photographs or film from arts and fashion Facebook pages [eg @Vogue and @glamourmaguk] can help.
• Be real – respond to comments and questions posted.
You are opening up a channel for communication, so communicate! Post frequently or people will lose interest and move on. Avoid over-posting however – or you’ll be annoying and crowd news streams, risking being un-followed. Some studies suggest between 5-10 posts a week is ideal.
• Did you realize you can now schedule posts on Facebook? Try forward planning 5 a week, then filling in with something specific or topical as the opportunity arises.
• You’ll extend your reach if you consider running Facebook ads from time to time – there are easy to follow instructions on how to do this, and you define audiences to target based on interest, location, age. The best ads promote an actual reason to click and like a page. Perhaps a special in-salon promotion is taking place, or you’re running a competition. Don’t forget to put a budget and time-limit on the ad, or it could be expensive.
• Don’t have brain freeze! Following these ideas on what to post and have fun! Hair from the chair – pictures of work in the salon; birthday wishes – for clients or staff; quotes of the day – motivational and amusing; product advice – eg how to use certain retail items and of course, flag up that clients can buy between appointments, too; competitions to win a voucher or products; comment on celebrity hair; Notes on trends; Re-post pictures or film that catch your eye online – as long as they’re relevant to hair; and staff announcements – new members of the team, births and marriages especially. Your salon team will have plenty going on!
And don’t forget to promote your Facebook page in your salon. Put notices up and remind new clients to like the page to keep up with news and ideas and offers. It’s a great talking point for your team and your customers. Oh and don’t forget to like RESPECT on Facebook here @respecthair
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