To have a successful salon or spa business you must consistently attract new clients.
Focus on your niche client.
As a business owner your money and time are limited. So to reach your ideal niche client, your first step, if you haven't already done this, is to clearly identify who they are and where they congregate in person or online. Then focus on your messaging to ensure it is client focused and helps them solve their problem.
As part of your marketing plan, you should budget for time and dollars - specifically for hub-networking. If you don't know what hub networking is, its a combined effort around a variety of networking avenues. Not everyone thinks about networking as part of their strategic plan or marketing efforts. But, it involves a little research into the organizations and associations that your ideal client participates in and is where they are active. It could be a local chamber, professional or trade associations, small business events, or even local meet up groups the cater to your niche client. For example, if your ideal client is a business woman who works in the city, look for Entrepreneurial Women events held downtown. There are so many out there and you need to strategically select only 3-5 that you will actually focus on.
Initially, test out a few and see what the organization’s events are like. Make sure the times and locations match with your client niche. Be sure to commit to regular participation and consistently attending as you build your relationships. The more you interact the more you communicate about your salon or spa business and the work you do. But don't make that your focus. You are there to get to know them.
Your objective should be to grow your reach and not to sell. Develop a presence, build trust, become the face of your brand. Building that presence takes time, but if its done strategically over time it will generate an abundance of new clients. And they can be a great source of referrals. Test out a few and focus in those that align with your goals.
Get Active! Don't just attend the events. Become part of the organization, become a member of the ones that align with your audience. Take on a volunteer role with the chapter or association. If you are the one helping to create or organize the events, you will get to interact with every member and get to know them. You will also gain more visibility for your brand and earn their trust and respect.
Be a speaker. Check with the organizations to see if they have educational events. Pitch a valuable industry topic that you can share with the audience. Share the latest in beauty trends for hair or skin care that they can use at home to enhance their lifestyle. Get your team to be involved. Do a demo. Anything that can make you memorable and share something compelling. This will elevate you as an authority and expert in your field.
Follow up. One of the most important parts of network marketing is the follow up. It doesn’t have to be complicated. In fact, keep it simple. Do it immediately after your event. If you can share a tip, send a long a link to a great article or quick DIY tip. Don't sell them. Networking is about building awareness of your brand and sharing value. Your goal is to get to know them, what their need is your salon or spa can help them. Its okay if you can’t. Keep in mind, building strong relationships within your hub groups can generate referrals. So they may not be a potential client, but they have friends. So add follow up to your weekly planning activities.
So which 3-5 hub networking groups will you test out?