Get started with marketing

Foreword

Before you start anything at all, you should create an Instagram account, Facebook page, website, and Google business account for your salon.

Website: Make it easy for customers to contact you

A professional website is often the first place where potential customers get to know your salon. A good website should not only present your services and prices but also make it easy for customers to get in touch with you. By including a clear contact form, phone number, and perhaps an online booking feature, you increase the chance of turning digital visitors into paying physical customers.

SEO: Get a better ranking on Google than your competitors

SEO (search engine optimisation) is important to increase your visibility on Google. By optimising your website with relevant keywords such as “hairdresser [your town]” and descriptions of your services, you can improve your ranking on Google and get more potential customers to find your salon instead of your competitors’. Good SEO strategies also include local SEO, where you optimise your profile on Google My Business so local customers can easily find you.

Make Google your friend

Think of Google as your friend. Google has one job: to find the best answers to what people are searching for. When you write texts for your website, think of it as writing to your friend. Write good tips and tricks. Tell Google what your customers can expect from you in your salon. If you found this article on Google, it is because Google thinks you will benefit from reading further. If you treat Google well, Google will treat your salon well too. Super simple.

How do you become friends with Google?

It can be hard to compete on "Hairdresser Copenhagen," so consider finding a niche of customers. If you are skilled at creating bridal hairstyles, write texts on your website about why you are the best stylist for bridal hairstyles in Copenhagen. If Google agrees, it will recommend your salon the next time someone searches for bridal hairstyles in Copenhagen.

Adwords: Advertise to people searching for a hairdresser in your local area

With Google Adwords, you can target ads to people searching for hairdressers in your area. By investing in Adwords, you can achieve visibility at the top of search results, even if your organic SEO is still developing. A well-planned Adwords campaign helps you reach people who are actively looking for a hairdresser and are ready to book an appointment. But be careful. If you don’t set up your ads correctly, you can burn through your entire budget in one day without attracting customers. Trust me – I’ve been there.

Meta (Facebook and Instagram): Tell potential customers about your salon

Facebook and Instagram are strong platforms for attracting and engaging potential customers. By sharing pictures of your past haircuts and customer stories, you can create interest in your salon and highlight your style and expertise. Meta ads (Facebook and Instagram are owned by Meta) also make it possible to reach people in your local area and can be an effective tool to attract new customers if you do not yet rank high on your desired keywords.

How much money should you spend on marketing?

Marketing is an investment that can be crucial for your salon’s growth. Generally, it is recommended that businesses spend between 7-10% of their turnover on marketing to achieve a stable return. However, many find that the marketing budget can vary depending on the economy, so it is a good idea to have a strategy where you can increase marketing when the need for more customers arises. I would not recommend small salons to spend money on marketing and ads. Instead, read below.

Should hairdressers spend money on marketing at all?

For 9 out of 10 hairdressers, I would say no. It costs you much more than you get out of it. I would instead focus on SEO in your local area. If you live in Viborg and want to appear when people search for "Hairdresser Viborg," write many reasons why someone should choose you on your website. If Google is convinced that you are the best hairdresser in Viborg, it will automatically recommend your salon over all others.

Which salons should consider paid marketing?

Large salons with plans to open several locations. Here, paid marketing can make a big difference in establishing your new locations in their respective local areas.

Should you get help from the companies you see advertised on Facebook and Instagram?

In short, I would not recommend it. Their business model is to give you a little help continuously so you slowly get better. You pay for this, and the effect will be small but steady. Instead, you can do it all yourself at once and get it over with if you want. I do not have good experience with getting external help, so please learn from my mistake.

What is paid marketing?

Paid marketing means that you pay to have your salon or service shown on other websites, apps, or social media. This form of marketing includes Adwords, Facebook ads, and paid collaborations with local influencers or blogs. Paid marketing can give your salon quick visibility, especially if you want to attract more customers in the short term.

Is there a shortage of hairdressers?

Yes, the number of trained hairdressers is expected to fall over the next ten years. According to SMVdanmark, the number of hairdressers will decrease by about 1,350 people by 2032. This may lead to increased demand for skilled hairdressers, and for salons, it means there may be good reason to invest in long-term customer loyalty and employee retention.

What does a marketing plan include?

A marketing plan helps your salon set clear goals for how you want to attract customers and build your customer base. An effective plan should include an analysis of your target group, your competitors, and your main channels. Channels is a technical term for places where you can advertise, such as website, Adwords, and social media. By planning content, budget, and goals, you can better track your progress and ensure that you use your marketing resources in the most effective ways.

How do you make good marketing?

Good marketing is authentic and targeted. For hairdressing salons, it is important to show your expertise through pictures, customer reviews, and inspiration. By choosing the right channels and understanding your target group, you can reach the people most likely to become loyal customers. A mix of SEO, good Google Reviews, and an active presence on social media can help your salon attract new customers and create long-lasting relationships.

When is something marketing?

Marketing is any activity aimed at attracting and retaining customers. For a hairdressing salon, it can include everything from Facebook posts and Google ads to personal recommendations and customer events. The goal of marketing is to create awareness of your salon and make it easy for customers to choose you when they need a hairdresser.

Final words

My general recommendation to ALL hairdressers is to do the following:

1. (Important) Create a recognisable place where you take your pictures for social media. For example, you could have an orange wall so people remember "the salon with the orange wall."
2. (Important) To get started on Google, give your happy customers a free travel-size shampoo to take home as thanks for writing a review of your salon on Google.
3. (Extra) Make a simple website where you write/blog about your passion for the work you do in your salon. If Google thinks "she really knows bridal hairstyles," it will recommend your salon to people searching for exactly that.