Coronavirus: creating engaging social media content while your salon is shut
At the time of writing, social media and websites are the only way many businesses can keep in touch with their clients. But with so much noise and uncertainty going on since the start of the UK’s coronavirus lockdown, it’s understandable if you’re not sure where to start online.
3 things you can be doing on your beauty salon's website and social media channels to help now, and also to build for success in the future:
1. Train your clients (and yourself)
It’s surprising that, in the results of our digital poll this month, less than a third of respondents were offering online training or consultations online. This is a great way to show off your knowledge and expertise to clients both old and new. It’s a way to remind people why they trust and visit you, so that when the lockdown is over, they have the confidence to return to your business.
Don’t feel like you’re giving away secrets or showing clients how to do your job themselves. A simple training video on how to do an at-home facial can help people feel confident, but it’s the personal touch and knowledge that will keep them loyal to you.
This is also a great time to train yourself up. If you’re not confident on a practical skill, or want to upskill on digital knowledge, there are plenty of great resources. Take a look at the Google Digital Garage (previously mentioned in this column), or join in our Professional Beauty Webinars!
2. Adjusting frequency of content
We don’t know exactly when salons and spas will be able to get fully running again. This poses an issue for people posting content from their business online. If you’re concerned about running low on fresh content, you can adjust how often you’re posting – don’t feel beholden to post every day.
Another great tip is to re-use existing work and make it “evergreen”. Ask your audience to get involved: create a poll of two pre-existing make-up looks, nail art or new treatment ideas, for example, and ask them: “which would you like when the salon is open again?”. It’s another reminder to people that you’ll be back.
3. Show personality - don’t pander
There’s a fine line to follow when it comes to promoting yourself at any time, but especially in the current situation. Already, some brands or celebrities have had misguided attempts on social media to show they’re “getting involved”. These are often read as self-promotion attempts and have had a negative response.
Don’t be afraid to share your real experiences of the lockdown. If you don’t want to post this all over your Facebook page or Instagram grid, consider using the Stories functions for this. Many of your clients may be feeling the same way, and by allowing your true personality to come through, they’ll be able to relate clearly – furthering that client-therapist bond.