With over 3.5 billion users (45% of the population!) and an average of 3 hours per day spent scrolling through stories and feeds, social media has revolutionised the way we live our lives. From the way we get our news to the way we interact with the people and brands we love, the power of social media is undeniable and it’s here to stay.
Offering a unique platform for salons and spas who are looking to boost their online presence and grow their sales, social media giants like Facebook and Instagram have changed the way businesses engage with their clients. Social media has become a crucial part of any business's marketing strategy and making sure you have the right tools and practices in place to stand out from your competitors has never been more important!
To help you kick start your online marketing strategy, we’ve put together a list of ways you can increase your social media presence and start growing your business with Fresha's salon and spa booking software.
Get to know your audience
Don’t make assumptions about where your followers spend most of their time online. You might think that if you’re trying to target millennials, you should skip Facebook and focus on Instagram, TikTok, and Twitter, but studies have shown that Facebook is still the most widely used social media platform in almost all age groups.
Understanding what your audience likes and dislikes will help you be able to interact with them on a more personal level. Start by compiling data on your existing followers and finding out who else they follow and what online communities they’re actively a part of.
Once you’ve started creating content and tailoring it to the needs of your followers on each of your selected platforms, you can start tracking your progress using Google Analytics and Facebook Pixels to find out who’s booking and engaging with your business online.
Create a social calendar
Once you’ve decided who you’d like to target and where, creating a social media calendar can help make sure you’re posting the right content, to the right social media channel at the right time. Scheduling tools such as Hootsuite are great for helping you manage and post across all your social networks in just a few clicks.
The 80-20 rule works well for businesses hoping to run different types of content that showcase their talents, promote their services, and encourages followers to book with them. Use 80% of your content to educate and entertain your followers and the other 20% to promote your businesses and the services you offer.
Encourage your clients to follow you
Making sure your clients are aware of your social media pages at every stage of the booking process is a simple yet effective way of growing your following. You want your social pages to be as discoverable as possible, so make sure you’ve added your social media handles to the Important info section of your client notifications and online booking settings, your personal website (if you have one), and any smart marketing email and text message campaigns you run.
Add book now buttons and links to your social pages
Over 60% of appointments made online are created outside of regular working hours and our online booking system gives clients complete flexibility when booking by keeping your doors open 24 hours a day, 7 days a week.
Once you’ve created your profile on our industry-leading beauty platform, adding a Book Now button to your Facebook page and Instagram profile allows clients to instantly book your services by directly linking them from your social media pages to your online service menu. Once your Book Now buttons have been added to your social pages, you can measure their effectiveness using our built-in sales reports.
Keep the conversation flowing
The unique benefit of social media is that it allows you to talk directly to your clients and followers. More than 40% of digital consumers use social media to research new brands or products and part of that discovery involves getting to know who you are as a business and what you have to offer.
Engaging with people who comment, like, and share your organic content and ads has been proven to build rapport and trust between a business and its followers. Studies have shown that 71% of consumers who have had a positive experience with a brand on social media are likely to recommend them to a friend or family member, giving you free exposure to an entirely new client base.
Industry-specific and local business Facebook groups are a great way to build relationships with other business owners and influencers in your area as well as the clients you’re trying to attract.
Create content your followers will want to share
There are a number of algorithms that social media platforms use to decide how visible you are online. Facebook and Instagram use algorithms that bump up posts from accounts that a user already interacts with. For businesses looking to grow their online presence and increase their sales, this means creating meaningful content that your followers will want to share and engage with.
Exchanging DMs, tagging other people in posts, and frequently leaving comments are all actions that suggest a close relationship between accounts. As well as likes, reshares and views. Try using industry and location-specific hashtags to put your content and business in front of people who regularly engage with businesses like yours. Since the algorithm wants to give the people what they want, they are more likely to see your post and start engaging with your business.
It’s a good idea to be aware of the conversations that are happening about your business elsewhere online. Many clients will use Facebook groups and review sites for sharing their experiences (good and bad!) so try and keep an eye on these and respond where appropriate.
Run exclusive promotions and competitions for your followers
Running exclusive promotions and competitions that offer your followers the chance to win an exclusive package of your best selling or latest treatments can be a great way to get new and existing followers to Like, follow and share your content and social pages.
Running different competitions on each of your social pages will help you measure how well each performs and a marketing campaign delivering the competition directly to your client’s inbox will encourage them to get involved and give you a follow!