People are your living resource. This resource can become the main driving force of business. It is important to understand how to use people's skills correctly and position them. To do this, it is worth abstracting from the personal approach and treating people as a project. Eva Katz, owner of the social promotion agency Tokki and managing partner at the Internet sales agency 5 o'click (Moscow), told us about the details.
How to Promote a Beauty Salon: Assign Roles
Each person is a representative of the beauty salon, who has his list of japan cell phone numbers own role in the overall strategy.
How to promote a beauty salon through its employees? Write down all your specialists, including yourself, and decide who and how can represent the salon.
You have to solve several problems:
Salon clients should know the specialists by face and name. People trust those they know more. Even if they do not know the specialist personally, but have seen him in photos, publications and posts, they will trust him more than a stranger.
People should not doubt the authority of the specialists who work for you (even if these are simple articles and materials, they should be directly associated with the specialist. Therefore, it is important to always use the text and photo of the author)
Your clients should feel that specialists are available (feedback on social networks or on the website). — — —
Give them the opportunity to reach out to them, ask a question.
Each specialist should be especially strong in some area (the principle of narrow targeting works. For example, a person needs to get a wedding hairstyle. He will come to the salon and see several specialists. If you immediately offer him a specialist in wedding hairstyles, the chances that the person will stay in your salon and buy the service increase several times).
All this makes your specialists small brands. But let's not get ahead of ourselves. Let's figure out in order how to promote a beauty salon through specialists.
Step one: draw a diagram
Sketch out a diagram of specialists on paper and write down who can be responsible for what and how a person should be positioned on the network.
Example:
Olga is the owner of the salon.
How can you present it on the Internet: you can write a legend about how Olga selects personnel, that she gathers specialists from everywhere and is famous for her tough “headhunting” style - she personally checks each specialist and does not hesitate to poach from other salons.
How to use: Based on this legend, you can make articles on behalf of Olga. Sample topics: how to identify a talented stylist, what distinguishes a professional, etc.
Mikhail is a stylist. Specialist in complex coloring.
How to present yourself on the Internet: use Mikhail's knowledge and present him as a narrow-profile specialist who is able to solve even complex problems.
How we use it: we write relevant materials about coloring, about solutions to problems related to coloring. We divide the topics into areas: blondes, brunettes, redheads, returning from a dark shade to a light one, care for colored hair, etc.
There can be any number of such employees and roles in the scheme. Then, when you know who you have, look at how else you can involve people and how to promote the beauty salon through specialists.
Step two: add uniqueness to people
Here, the strategy we wrote about earlier will help you. Studying competitors and forums, groups in social networks will give you information about what problems your competitors' clients have. Use this to your advantage.
For example, you know that there are problems with coloring specialists in your area. People complain about those masters who already exist and are experiencing a shortage of specialists.
Make a note in your diagram that this moment needs special attention. Opposite our hypothetical Mikhail, write down where exactly people discussed specialists and what they complained about.
Step three: start involving people
You can start promoting people in different ways. We will talk about how to make a brand out of a person in the next article, in quite a lot of detail. But for now, start small, solving the issue of how to promote a beauty salon — the salon's website and social networks.
Draw up an editorial plan - topics and release dates of materials, and find a specialist who will be responsible for the material.
Make sure that your website is constantly updated with new authoritative and truly useful articles. Be sure to include a photo of the specialist, their name, and how to make an appointment with them under each article. It would be ideal if you could go straight from the article to the online appointment page or click the callback button “Call me back, I want to make an appointment with this specialist.”
Unique materials will solve several problems:
will increase the authority of the specialists themselves
will increase the salon's authority
will increase the site's authority in search engine results
will be an additional plus in favor of choosing your salon
Most likely, people will be unreliable. Someone will tell you that they can't write or don't know what to talk about. We've been through this experience, and I can say for sure that your specialists won't write themselves. It's better to avoid wasting time and nerves right away and hire a copywriter who will sketch out topics, discuss them with specialists, interview them on the topic, and prepare short texts.
It is quite possible to find a person for such a job who will do 10-30 texts per month for 500-800 rubles per text. And invite a photographer once to take beautiful photos of everyone.
This material will raise your site in SEO results, the authority of the salon in the eyes of the client, can be an excellent content for social networks and, most importantly, present your employees as strong specialists and experts in their field, which will help solve the issue of how to promote a beauty salon.
The costs are minimal, and several problems are solved.
Step Four: Let People Promote Themselves
So, you have roles assigned, an editorial plan, and a plan for delivering materials.
For example, on August 1, a material from cosmetologist Maria is published on the topic of "The latest innovations in cosmetology for fighting wrinkles." This will be a short material about what products have appeared, how they are better than previous analogues, and how Maria uses them in your salon.
The text is published on the salon's website. Afterwards, it is reprinted in the salon's groups on social networks. Under the post, be sure to put a link to the site where it is published. And do not forget to post a photo of the cosmetologist on social networks.
