If you’re in the beauty industry or work in a salon or spa and lack a social media presence you’re losing money. Today’s consumers do their research. Even with a word-of-mouth recommendation for your services, a savvy consumer’s first move is to look up your work on Instagram. Then, only if you share the same aesthetic as this prospective client and appear reputable, they’ll book an appointment.
This is why it’s so important to emulate the style of your target buyer on social media. If I’m a young female, in my early twenties who looks to this season’s high fashion models for beauty inspiration but I see a woman in her late forties getting a sensible bob haircut on your social media, I’ll be turned away.
So first, you’ll need to define your niche. If you try to appeal to everyone, you’ll appeal to no one. Do you specialize in toxin-free beauty? Elevating the art of hair? Combining cosmetic procedures with spa serenity? Are you a highly passionate eye lash extension specialist?
If your business has numerous services and you’re having difficulty narrowing down a niche, pinpoint your strong suits. What do you excel at? What’s driving the most business? Do you know what services best represent the mission of your brand?
Then, identify your buyer. And i’m not just talking age, demographic, or gender. This is where you’ll really need to gain a deeper understanding of your clientele. And as beauticians, you have a serious advantage at this. When other companies may need to conduct surveys of their unwilling clients to grasp their wants, needs, and concerns, you have them in your chair already divulging this. Pay attention. Are they complimenting you on how painless your brow threading is? Are they getting a facial and complaining about their oily t-zone or a haircut and asking about reversing heat-styling damage? Maybe you’re hearing repeated requests for Meghan Markle’s nose in your cosmetic surgery practice.
This is the sort of language you’ll use to market your business on Instagram. This is also how you’ll obtain the feedback to better your services; because the most important thing to remember is your top-notch branding isn’t going to be effective if you lack an outstanding product or service.
Ask your employees to list their client’s most common beauty concerns. What do they praise most often and what areas are they less complimentary about (and have them do so anonymously).
If you want to be a leader in your niche, you’ll need to stay in front of the latest trends and innovations. When developing marketing campaigns I love to seek out inspiration in the new and upcoming. Check out WGSN blogs and white papers on beauty to inspire your content. Their job is to predict what consumers want before they even know what they want, to help companies stay ahead of trends.
And lastly, each of your staff should establish their own Instagram account of their work. The more exposure for your brand the better. Would you rather have one Instagram account driving people into your establishment or twenty? Work with your staff to become social media savvy, making sure they’re staying true to your niche and brand aesthetic. It’s a great investment. I’d also suggest hiring a photographer to come into the salon once a week to take high quality shots of salon/spa at work. This will help you grow your following and increase credibility and professionally on the app.
So there you have it, four introductory tips for branding yourself on Instagram. If you’re in need of a brand makeover, contact us for a consultation. Avintiv Media prides ourselves on social media management and aesthetic branding.