Get Started with Marketing

Introduction

Before you start anything else, 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 potential clients 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. Including a clear contact form, phone number, and possibly an online booking function increases your chances of converting online visitors into paying clients.

SEO: Get a Better Ranking on Google Than Your Competitors

Search Engine Optimization (SEO) is essential for increasing your visibility on Google. By optimizing your website with relevant keywords like “hairdresser [your city]” and descriptions of your services, you can improve your Google ranking and help more potential clients find your salon instead of your competitors’. Good SEO strategies also include local SEO, where you optimize your Google My Business profile so local clients can easily find you.

Make Google Your Friend

Think of Google as your friend. Google’s job is to find the best answers to people’s searches. When writing content for your website, treat it as though you're talking to a friend. Offer helpful tips and insights about what clients can expect from your salon. If you found this article through Google, it’s because Google believes it’s beneficial for you to keep reading. Treat Google well, and it will treat your salon well – it’s that simple.

How to Build a Friendship with Google

Competing for high-ranking terms like “Hairdresser Viborg” or “Hairdresser Copenhagen” can be challenging, so consider finding a customer niche. If you're skilled at bridal styling, write content on your website about why you’re the best bridal stylist in Viborg. If Google agrees, it will recommend your salon the next time someone searches for bridal styling in Copenhagen.

Adwords: Advertise to People Searching for a Hairdresser in Your 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 in development. A well-planned Adwords campaign helps you reach people actively looking for a hairdresser and ready to book an appointment. But be cautious; if your ads aren’t set up correctly, you could burn through your budget in a day without generating clients. Trust me – I’ve been there. P.S. In the industry, only 4% of all clicks goes to ads. And yes, you are paying for the ad, even if the reader just scrolls past it.

Meta (Facebook and Instagram): Introduce Potential Customers to Your Salon

Facebook and Instagram are powerful platforms for attracting and engaging potential clients. By sharing images of your past work and client stories, you can build interest in your salon and showcase your style and expertise. Meta ads (Facebook and Instagram are owned by Meta) allow you to reach people in your local area and can be an effective tool for attracting new clients if your SEO rankings aren’t high yet.

How Much Should You Spend on Marketing?

Marketing is an investment that can be crucial to your salon’s growth. In general, businesses are advised to spend between 7-10% of their revenue on marketing to achieve steady returns. However, marketing budgets may vary depending on economic conditions, so having a strategy where you can increase marketing efforts when you need more clients is a good idea. For small salons, I wouldn’t recommend spending much on marketing and ads – read below instead.

Should Hairdressers Spend on Marketing?

For 9 out of 10 hairdressers, I’d say no. It’s likely to cost more than it’s worth. I’d recommend focusing on local SEO instead. If you’re based in Copenhagen and want to rank for “Hairdresser Copenhagen” write plenty of reasons on your website why clients should choose you. If Google trusts that you’re the best hairdresser in Copenhagen, it will naturally recommend your salon over others.

Which Salons Should Consider Paid Marketing?

Large salons with plans to open multiple locations. For these businesses, paid marketing can make a big difference in establishing your new locations in their respective areas.

Should You Get Help from Those Companies You See on Facebook and Instagram?

In short, I wouldn’t recommend it. Their business model is to provide a little help over time, so you gradually get better. You of course pay for this and gain little yet steady improvements. Instead, do it all yourself at once and get it over with. I haven’t had positive experiences with external help, so please learn from my mistakes.

What is Paid Marketing?

Paid marketing involves paying to promote your salon or services on other websites, apps, or social media platforms. This form of marketing includes Adwords, Facebook ads, and paid partnerships with local influencers or blogs. Paid marketing can give your salon quick visibility, especially if you’re looking to attract more clients in the short term.

Is There a Shortage of Hairdressers?

Yes, the number of trained hairdressers is expected to decline over the next ten years. According to SMVdanmark, the number of hairdressers in Denmark alone is projected to fall by about 1,350 by 2032. This could increase demand for skilled hairdressers, meaning it may be wise for salons to invest in good, longterm SEO.

What Does a Marketing Plan Include?

A marketing plan helps your salon set clear goals for attracting clients and building your customer base. An effective plan should include an analysis of your target audience, your competitors, and your primary channels. “Channels” refers to places where you can advertise, such as your website, Adwords, and social media. By planning content, budgets, and objectives, you can track your progress and ensure you’re using your marketing funds in the most effective ways.

How Do You Create Good Marketing?

Good marketing is authentic and targeted. For hair salons, it’s essential to showcase your expertise through images, client reviews, and inspiration. By selecting the right channels and understanding your audience, you can reach the people most likely to become loyal clients. A mix of SEO, good Google Reviews, and an active social media presence can help your salon attract new clients and build long-lasting relationships.

When is Something Considered Marketing?

Marketing includes any activity intended to attract and retain clients. For a hair salon, this could range from Facebook posts and Google ads to personal recommendations and client events. The goal of marketing is to create awareness of your salon and make it easy for clients to choose you when they need a hairdresser.

Final Words

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

1. (Important) Create a recognizable spot in your salon where you take photos for social media – maybe an orange wall so clients remember “the salon with the orange wall.”
2. (Important) To get started on Google, offer a free travel-size shampoo to happy clients in exchange for a Google review.
3. (Extra) Build a simple website where you blog about your passion for what you do in your salon. If Google thinks “she really knows her color theory,” it will recommend your salon to people searching for colorists.