The four marketing essentials you should definitely be doing for your business

By Sally Learmouth on August 14th, 2023

Overwhelmed by how many ways there are to market your business these days? Fear not! This is our checklist of the essentials – if you’re not using these you’re missing a trick!

Google Business Profile

Formerly known as Google My Business, Google Business Profile is completely free and a brilliant way to get clients! If you haven’t already, claim your business with Google and then fill in your business info including what services you offer and any other USPs, contact details and opening hours. You should, at an absolute minimum, do this! You don’t need a bricks and mortar salon either, if you’re freelance you can still get listed. Ask your clients to review you – use the ‘Ask for Reviews’ button to generate a link you can send direct, or copy and paste into a follow up email or text. Reply to your reviews as well, and if someone leaves a bad review this is an opportunity to own it and resolve the problem. Never get into a public row with a client here though! You can use the ‘Add Update’ button to post news, add offers or add events.

Mailing list

If you’re not already using a booking system, it’s time to move onto one that offers an integrated marketing system to allow you to message clients. This could include regular updates on services and team members, style tips, product recommendations and offers. It should allow you to target specific lists so you can identify ‘lost’ clients and send them different messaging and incentives to regular clients, clients who aren’t having colour can receive intro colour offers to tempt them, and you can even send birthday messages or treat offers if your clients have given you their date of birth. Mailing lists are an invaluable form of communication – they are your property. Social media can change rapidly and leave you feeling that your content isn’t reaching people, or you can have an account hacked and lose all of your followers, whereas your mailing list is a predictable communication channel direct with your clients which you control. Ensure your messaging is on point, get someone to check your spelling if it’s not your strong point or use ChatGPT to help you to create engaging content.

Social Media

While you don’t need to be nailing it across all platforms, it’s a good idea to pick what you think is your best performing platform and focus on that – it’s likely to be Instagram, Facebook or TikTok. Remember that your content needs to work for that platform – TikTok doesn’t call itself social media, it’s an entertainment platform, so it’s looking to serve entertaining content rather than encourage you to build a community. Don’t discount TikTok as all cute animals and dancing teens though – there are plenty of 30+ users who will fit your dream client demographic and people will buy from there. Facebook is still an extremely strong marketing platform, and you don’t need to be constantly posting on it, use the ads function to reach new local clients. Treat Instagram like your shop window – show potential clients what they’ll be getting with you, why is your salon different, what are your personalities and passions, and add value with tips and tricks. For top advice and inspiration for salons on Instagram and TikTok follow @thehairdresserssocialclub – Salon Gold Superstar Viv is the go-to expert for up to the minute advice.


I’m always astonished by how many salons don’t have a website, but think about it, when you’re looking for a restaurant or other place to go, don’t you google them and have a look at their website before you book? Your website is a key part of your presence and also gives you the option of retailing and taking bookings while you sleep…

Sally Learmouth

Sally is the founder of Gloss Communications which specialises in lifestyle public relations, from traditional PR across print, online and television, through to influencers and social media management, events and copywriting. Since 2005, Gloss has created hugely successful PR campaigns. Having created successful campaigns for Jack Howard, Luke Benson, Jamie Stevens, Errol Douglas, Karine Jackson, Cally Borg, Tina Hollis, Christopher Appleton, O&M, Nine Yards, Authentic Beauty Concept, Trevor Sorbie and more.

All articles by Sally Learmouth

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