According to marketingcharts.com, beauty and style websites received 83,567 visits in April 2012, a 9% increase over the previous month.
And beauty and style websites are second only to general news sites when it comes to total online audience numbers. Yet few salons are capitalizing on this huge, natural advantage when it comes to their own online integrated marketing and communications.
The nearly 10% increase in web traffic for beauty and style sites in April was specifically attributed to US readers interest in spring style trends – the very topics which could (and should) be driving some of this online traffic to salon websites and the blogs and social media profiles of makeup estheticians and hair stylists – as Spring 2012 fashion and style hit runways from New York to Paris and throughout the world.
As a salon or spa owner (or even a booth renter, stylist, make up or skin care esthetician), you probably already know that you need to have an online presence in order to attract new clients that includes a website and social media and an online communications strategy that includes things like a schedule for posting on social media, a blog and an email newsletter.
But while many salons, booth renters and beauty industry professionals have websites and social media profiles, and some have even gone to the next step in setting out to do email marketing and blogging, all too often these sites fall into disuse as busy professionals discover that coming up with fresh, relevant content – content that produces new clients and referrals – isn’t easy to come up with day in and day out.
That’s why I love this article about the popularity of websites which feature beauty, fashion and style news. This is a topic that should be easy for you to use to get more salon website traffic and to engage your audience online.
Because beauty, fashion and style can provide you with a never-ending stream of new inspiration for online content that can help you attract more readers to your website and blog and which engages local prospects and clients, which in turn triggers the phone calls or online appointment bookings, referrals, increased event attendance, and more.
What’s more, it’s not all about what works only for super tall, super thin models, either.
No matter who your ideal client type is or what age range they fall into, you can still use current fashion and beauty trends to get more web traffic and engage clients and prospects by simply interpreting or translating current color trends, fashions and styles from the runway or pages of fashion magazines into what works for “real people” in their day to day personal and professional lives.
This is something that you do every day in the salon, already; you listen to what your client wants, help guide them toward even more specificity, and interpret their preferences and requests into makeup and hair styles that make them feel runway-ready.
As an example of how you can use a current fashion or style trend to grow your salon business or booth rental salon clientele with integrated, online marketing and off line marketing media:
- Write a short blog post on the most popular colors in fashion for spring 2012 such as the colors featured on Pantone’s 2012 spring fashion color report.
- Use that article as the lead story for your email newsletter and suggest a makeup palette which utilizes some of these colors or talk about color theory, complimentary colors and provide other color education to your clients so they can make these colors work in their makeup palette or wardrobe during the spring and summer months.
- Create a corresponding display and set up signage at your station, point of sale or at your makeup display showing examples of the use of these colors in makeup or fashion.
- Write a corresponding press release to send to local media and post a version via link from your website.
- Write multiple social media posts throughout the week (month or season) to help push out your blog article, email newsletter (and to encourage people to subscribe to your email newsletter), online press release, uploaded copies of your display flyers, etc.
You don’t need to come up with new content ideas every day, but you do need to be engaged in online marketing every day if you want to improve your rankings in local online search on Google, Bing, Yahoo and other search engines. So getting more use out of any one topic by using it across multiple channels and as the basis for multiple social media status updates can help you get a better return from your integrated social media, web, blog and other online marketing tactics.
If you are interested in this type of marketing approach but are simply too pressed for time, or you need that steady stream of content and marketing ideas to work your online marketing and communications plan, we can help.
This year, I created a $99 Marketing Department that is perfect for small business owners (including salon owners, spa owners, booth renters, independent hair stylists, estheticians, massage therapists, and other beauty professionals) who have limited amounts of time and money to invest in marketing their businesses. The idea behind the $99 Marketing Department is to (1) set up a practical and effective marketing plan for the small business owner (or booth renter) and (2) provide specific services each month in support of that plan along with coaching for the small business owner as they work other parts of the plan themselves. Simply contact me for a complimentary assessment and quote by email to elizabeth at beinpulse.com.
For 365 days of marketing topics and content marketing inspiration, purchase 365 Days of Marketing. It has marketing, promotion and event ideas for every day of the year, including hundreds of ways to use social media to grow your clientele as a salon owner or a booth renter (such as a hairdresser, esthetician, massage therapist, nail technician, skin care or makeup expert, etc.)
- Hair Today, News Tomorrow: 20 Ways to Grow Salon Business with a Blog (thesavvystylist.wordpress.com)
- Whose Job is the Marketing? (thesavvystylist.wordpress.com)