In today’s hyper-connected world, small businesses can take full advantage of online marketing. Having a strong following is important, especially for boosting organic word-of-mouth marketing. However, a strong online presence not only multiplies that marketing, but also enables a better connection with your customers.
Beauty business owners with strong online marketing see these connections every day. From loyalty clubs to personalized birthday wishes, online marketing is crucial, and not just for growing market share and increasing profits. Online marketing creates a more integrated connection between a business and its customers.
Here are four essential online marketing techniques for beauty business owners.
Online marketing creates a personalized relationship between the customer and the company. In the beauty industry, customers find and stick with their favorite brands, stylists, and styles. Establishing a strong relationship is therefore vital.
Online marketing allows beauty professionals to reach out and stay connected between appointments. Staying in the customer’s mind is a surefire way to maintain the relationship. To meet every customer’s needs, these four methods highlight solid marketing techniques that anyone can use.
1. Maximize your online support presence
2022 customers expect omnichannel support. In other words, your clients want to browse services, find a stylist, and book an appointment wherever they are. Whether it’s on their mobile device in an Uber, or sitting on the couch with a tablet, it doesn’t matter; your marketing presence in 2022 must be available in every offer.
To get started, establish various customer services and support across all channels. These include:
- Chatbots and site support
- Live chats with company representatives
- 24/7 text and phone support
- Active presence on social networks
Customers are likely to use a variety of these features every day. If they see your business name on these channels, your name will stick in their minds. Plus, they’ll know how many ways they can contact your business, if needed.
Online support also provides insight into your customers. Find out directly what your customers want. Then use that information to target ads, sales, and other marketing campaigns. Focus on common demographics, lifestyles or buying trends. Understanding your customers helps you better target your services.
Social media marketing is fundamental. Facebook, Instagram, and TikTok all provide great platforms for beauty professionals and services. Build an active social media community to build your brand’s impact and influence.
We live in a world of constant exposure. The beauty industry is at the forefront of this exhibition. Embrace it and embrace your clientele. Critical social media factors to include are:
- Regular communication with customers: More than half of consumers are unlikely to use a service that doesn’t respond to reviews, questions, or communication.
- Optimize your Facebook and Google Ad platforms: These give potential customers more opportunities to find your social networks.
- Work with local influencers: Organically grow your base by using popular names to showcase your brand. Staying close to you helps accentuate your local customers.
The beauty industry and social media are a perfect match. Use this match to its full potential. Build a strong social media presence across all platforms to ensure you reach all potential customers.
3. Strengthen customer service through awareness
Along with social media, customer outreach helps ensure that your customers are happy. If social media lets your customers talk to you, outreach lets you connect with them.
Email advertisements and communications are among the most popular approaches. They are the primary source of customer retention for most small businesses. From newsletters to personalized birthday coupons, emails drive sales. Email marketing allows simple but effective strategies. For instance:
- Announce special events to attract customers, such as hair tutorials.
- Send seasonal sale updates.
- Remind customers of upcoming appointments.
- Advertise referral programs, newsletter offers, or other limited-time promotions.
- Ask customers for feedback after an appointment.
None of these emails are invasive. They emphasize that the customer is in mind, and today’s customers understand that. Many of these same strategies work like texts/SMS. For best results, pick one method and stick with it. Mixing email and SMS marketing sometimes feels like too much of a push.
A working relationship between client and company thrives on communication. And a good outreach program ensures strong customer service and retention.
4. Create a loyalty program
Maximizing all online marketing channels is essential. Loyalty programs reward customers for their interaction with this online marketing. In fact, over 70% of consumers choose a company over a competitor because of a meaningful loyalty program.
Loyalty programs offer several advantages to customers and the company. Customers get points, free services, or whatever you decide to offer in the loyalty plan. At the same time, businesses benefit from increased customer retention and continued purchases.
There are many loyalty programs to use in a beauty business. The most common include:
- Benefit programs: At different levels, offer customers free products or services.
- Stitch programs: Customers accumulate points through their purchases. They spend these points on services and products.
- Level programs: These are both free and paid. Based on different thresholds, including spend amounts or subscription levels, customers have access to different levels of rewards.
Similar in concept, referral programs are another simple loyalty program. Customers receive rewards and a new beauty professional. The company enjoys continued patronage and new customers. Loyalty is a two-way street, so loyalty programs help ensure that both the customer and the business benefit.
Beauty professionals and business owners are perfectly positioned to take advantage of online marketing. Today’s customers want a connection at their fingertips. Online outreach enables that – and more.
Be proactive and communicate via email or social media ads. Send personalized birthday messages to boost sales. Finally, create a strong loyalty program for organic growth and a stronger customer base.