With so many social media outlets at your fingertips, it’s easy to market yourself these days. But you still need a plan — and it needs to be a good one. Industry coach and consultant Bryan Durocher of Durocher Enterprises offers the following bits of wisdom to make sure you’re not just spinning your wheels.
With so many social media outlets at your fingertips, it’s easy to market yourself these days. But you still need a plan — and it needs to be a good one. Industry coach and consultant Bryan Durocher of Durocher Enterprises (www.durocherenterprises.com) offers the following bits of wisdom to make sure you’re not just spinning your wheels.
1. Bigger isn’t necessarily better.
Major salons in your area may be larger in square footage or perceived prestige and resources but that doesn’t mean they are necessarily run better. Throwing money at a website does not mean it is more functional or is set up to produce and track results. When you have your basics right by having a great website with good images and good content, optimized for SEO, you can compete with larger businesses.
2. Social media isn’t everything. Facebook and Twitter, while important, are not to be used instead of other marketing platforms. Belonging to networking groups such as BNI, LeTip, and the Chamber of Commerce keeps you connected in a local relevant way to clients and your community. Let’s not forget the power of special events in your business on a monthly basis. Presentations do not have to be just about beauty. You can have experts speak about nutrition, life coaching and balance, or even financial management for women in today’s market. The focus should be providing your target clients with relevant information that enhances their lifestyle and well-being and keeps them connected to you. You can even offer specials on products and services only available on special event evenings.
3. Print still matters. People do spend a lot of time looking online, but they still like to sit down and read through a nice print menu of services and products. You can also use your menu as a tool to get them to go online and sign up for your newsletters and see special promotions available only online.
4. Share when going social. Share with your team what actions you are taking with social media. Let them know if you are using Google mobile to promote new client business. They may not know that words such as “hair” or “spa” are some of the biggest keyword searches online. Tell them you are investing in coming in at the top of the searches in your area. Have a media board in your staff room so people can see the results posted on how many new clients have come in from online promos and your social media efforts.
5. Plan your story first. Plan out the story you want to tell before, not after, you dive into social media. Have someone who is a good writer handle your social media whether it is in-house or you hire a professional service to take on the task. Share beauty and wellness tips and best practices. Do not just try to sell them products and services. All of your efforts should be content driven with your promotions following after. That way your clients will look forward to your expertise and being informed. Work out what the story is you’re looking to tell and then try all social media platforms, but don’t rush in and attempt to do all of them. Track what results work best for you.