How to increase your salon/spa bookings on social media in five minutes
Do you want to attract new clients to your salon or spa via social media platforms Facebook and Instagram? The law of attraction is the ability to attract into our lives whatever we are focusing on. While this may be a great philosophy to apply to your relationships, everyday life and dealing with hardships, this is absolutely the wrong way to run a business. So, why are you applying this to your salon or spa business?
Your salon/spa decor is beautiful, your regular clients keep returning and everything seems to be looking after itself, but times have changed, and your marketing plan might need to be updated to keep up. Ben Fisher, chief executive of software provider Beu, reveals how to increase your salon/spa bookings on social media in just five minutes.
How to effectively use social media to boost your bookings
Think about it – what are you trying to achieve with the effort that you’re investing in social media, and do your actions match your goals? You don’t need to be told that people are spending more time at home and less time walking around discovering your salon, for example. This means that your marketing strategy may need to be updated to combat this shift in consumer behaviour.
If you already have your business's social media set up and running then you are 70% of the way there, but the real key is having great conversion. Conversion is the point at which your marketed audience performs the desired action. But what is your desired action?
The common social media pitfalls to avoid
Some common themes and traps with social media relate to chasing “engagement”. Engagement is a super important metric (read about it on Beu’s blog post), however, it shouldn't become a distraction from your overarching marketing goals.
Would you rather 10 more likes per picture or one new loyal client? A lot of salons and spas that we’ve spoken to have a crystal-clear marketing goal, to “get discovered by local people, and turn them into new clients”. However, their conversion rate is low due to having a leaky sales funnel and a poor call to action.
Two important calls to actions that salons and spas should use:
1. Link in bio – we’ve seen every influencer on Instagram write this at the bottom of their posts. This is a direct call to action and, although often parodied, there is a reason why it persists, because it works. The influencer’s goal is to get people from their Instagram page into the shop where the product or subscription is sold.
Your goal is to get people discovering your social page and then sitting in your salon/spa. Instagram in particular is constricted as it doesn’t allow hyperlinks on particular posts or stories, so you have to make the best of the framework provided, which means using that bio wisely. So, at the end of every picture say those magic words – "booking link in bio”.
2. Cut the friction – This is key. The best way you can optimise your social channels is to have a clear and concise path to get your audience to do what you want. If you want to get them into the salon, then the thing you should absolutely be pushing is “book now”– not a link to a website, a phone number or an inspirational quote. You want that individual to book an appointment there and then.
Having a link to a website may seem like a good idea, however, it can bring problems of its own and, at a minimum, it is an extra step to drop out on before the potential clients discover how to make a booking. This is the most important part of any social media marketing strategy looking to get new clients; however, it is too often overlooked.
How can I take bookings through social media in just five minutes?
With Beu, we allow clients to book individual beauty therapists and stylists directly through your social media. We give every beauty therapist and stylist a unique URL which clients can use to book appointments, without ever having to leave Instagram or Facebook.
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