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15min

Those who think that a beauty salon can discard a marketing strategy because it is small, because it is located in a rural context, outside the big cities, or even because it is successful and has a generous and very loyal client portfolio, are mistaken. Today's clients may not be tomorrow's, and there is always a need to conquer new profiles for your space.

Making your space known, making yourself known and informing in an objective way, the advantages of choosing your services over the competition are some of the examples that drive and justify the planning of a marketing strategy. Generally speaking, it is about bringing clients to your space and bringing your space to your clients and potential clients.  

The task of structuring a marketing strategy is not complex. You just need to follow a few small steps. The first of these steps is self-analysis (your own and your venue's) and market analysis: study your competitors carefully, identify what they are doing well and what they are doing less well. Try to keep up to date with trends and techniques in aesthetics and cosmetology.

Define your customer's profile: who is he; how old is he; what is his marital status; what is his profession; what does he like to do in his spare time; what is his lifestyle.

Then start by outlining your marketing objectives: do you want to increase revenue? Would you like to double the services booked by your customers? Do you need to reach a different profile of clients than the ones who usually go to your office?

At the same time, identify your unique selling point and what you could exploit as a niche market. What is different about your space? Is it the service? Is it the customer care and loyalty services? Is it the equipment you use, is it the decoration and comfort that provide your customers with a completely different experience?

Include in this marketing plan a calendar so that you can organise the content and communication to be developed at different points: events in your space, website (blog), newsletters, social networks (Facebook, Instagram) and leverage the use of video (a video up to 2 minutes is more likely to have an impact).

Try to find a balance point between traditional marketing and digital marketing. If you don't feel fully confident to do so, seek help and support amongst your friends, acquaintances, family or alternatively seek out someone who works on a freelance basis. Alternating educational content with practical content not only makes your communication more appealing, but also more diverse, dynamic and interactive.