In the salon industry, the image is essential in more ways than one. Your clients come to you, to look and feel good about themselves, so why wouldn’t you want to do the same for your business?
According to statistics, 65% of people are visual learners and there is evidence that suggests the use of visual aides are 43% more persuasive than content published without it.
Why use it?
Using imagery in your marketing strategy is a proven way to not only reach more people but successfully engage with them too.
Images can be used to directly speak to and communicate with your target audience. In fact, seeing an image of someone who looks like us, makes us pay attention. Therefore, if your potential clients can relate to what they see, they are more likely to use your services.
Content marketing can boost visibility, enhance your online presence and ensure that you can connect with a larger customer base, which is why platforms like Pinterest can be key to your salon’s success.
If you’re new to the social media channel, fear not, as the team here at Salon Gold HQ have spoken to the experts and put together five tips to maximising the platform for salon marketing success:
⦁ Keep it real
Use photos of your real target audience – or people who you want to be your audience – rather than posed stock images that look forced. Think about whether you want to communicate with other salon professionals, industry suppliers, potential clients (or all of the above) and target your imagery towards this.
Why not create a promotional campaign or seasonal competition to really show off photos of everyday people, who your clients can relate to?
⦁ Remember your branding
Think about the colours and shapes within the imagery that you use. According to research, colour increases brand recognition by as much as 80%. Colour combined with shape can produce certain emotional responses. If your imagery triggers an emotional response it can ultimately lead to a valuable conversion.
Give your audience a reason to act. We may think our following and how they communicate is random in many senses, however, they are ultimately driven by the same things. They are seeking a reason to take action and want to be logically and emotionally convinced to do so.
⦁ Show off
Show your social following the emotional and physical benefits of visiting your salon. Don’t just post imagery of products daily, but images of clients chatting, having a coffee, talking with your staff etc. Show the benefits of your services through people experiencing them and the results.
Use images and video to give potential clients an idea of what to expect. What does the salon look like inside? If it’s hidden or hard to find, then what does it look like from the outside? Finally, photos of the whole team provide personality behind your brand, whilst showcasing to potential clients just how welcoming you are.
You could also use images of interesting décor or the outside of the building if there’s something special about it. Just because you see it every day, it doesn’t mean your audience does. Don’t be scared to highlight everyday parts of your business that are visually exciting.
⦁ Maximise team effort
Is someone on your team an Instagram addict? Are they always on their phone looking for inspiration on Pinterest? If so, nominate them to look after the salon’s social media, or ask everyone to spend some time looking for relevant imagery to re-post.
Check out your salon’s location or hashtag. If people have put pictures up, ask if you can use them. They’ll most likely be flattered and you will have made another audience connection as well as gaining an image you can share.
Consider putting up a quirky sign in your salon to encourage clients to take photos, along with a suggested hashtag for sharing.
⦁ Always be prepared
Set up a folder on your phone or computer with high res images relevant to your business. This way, you’ll always have a bank of imagery to use when you’re rushing around and you won’t forget to post for that day.
Take advantage of free stock photography websites such as Pixabay, but don’t solely depend on these. Hold team meetings to discuss your marketing strategy – your staff may surprise you and come up with some really effective ideas.
Imagery can have an exceptional influence on a potential client’s decision to make a booking with your salon.
A single image delivers a lot of information in a very short time, whereas reading or hearing often takes significantly longer to process the same information.
Imagery is often the most under-utilised resource in campaigns, yet it can communicate both who you are as a business and what you offer. Ultimately, your imagery is the quickest way to draw people in, but take the time to make sure it’s the right imagery for your brand and your customers.