Integrating Social Media into Your Beauty Business
Fortunately for you, cosmetology is a very visual industry and consumer oriented. It makes social channels the perfect medium for promoting and sharing your work and driving new clients to your establishment. Facebook, Instagram, Snapchat, and YouTube are great platforms to incorporate your marketing plans. For business reasons, a professional profile on LinkedIn is recommended. This social channel is invaluable for promotion within the industry for connecting with suppliers, becoming an educator, enacting legislation or even working for your state board of cosmetology. You may want to one day leave the hands-on client service and work within the industry where you can make a positive impact. Take a look at the Instagram screenshot below of a cosmetologist’s profile. Notice the purposeful layout of hairstyles and her logo. It gives the page an organized flow and energy that makes it easy to focus on the images.
Another reason to integrate social media is its inexpensive attraction. However, we know time is money and it will take time to implement your campaigns. In addition, if you choose, it can be a low fee usage for advertising or what is called boosting or promoting. Spending $10.00 to $50.00 is an example of budgeting for an advertising campaign on social media channels. Depending on your goals, you will need to have a combination of traditional and digital marketing in your business plan.
Social Channels or platforms used to market and communicate. Even though you may use these channels for business, keep in mind the operative word here is social. We’ll go more into depth about what to post later. Below are some of the more popular social channels. There are many, many more. Research on your own and discover what works for you.
How do you engage the 21st century client? Where are they and what tools are they using to access this media?
What content are they posting? The most common content types you should consider for posting are:
Social media is used to increase search engine rankings, push traffic to your web site. Other online uses include:
Why Social Media
First some statistics. “Social media statistics from 2019 show that there are 3.2 billion social media users worldwide, and this number is only growing. That equates to about 42% of the current population.” (Emarsys, 2019) Mar 7, 2019) In September 2019 there were 7.7 billion people in the world. It is safe to say your clients and prospects are in that number. So, social media gives you a place to connect to your current and potential clients. It is a place to build relationships.
To be found on social media you will need a name. Most of you are probably already have a social presence. Let’s pretend for a moment that you do not. Since we are looking at this from a business perspective you may want to create a business social name or handle as well as a personal one. As a professional it is important that you use your own name for your personal accounts as they will be easier to find and connect with. Save the savvy language and handles for your descriptions and taglines. For the business pages, such as Facebook, and other accounts that will bear your business name, reserve them as soon as possible. You’d be surprised how people and businesses carry your same name. You may need to make variances by including initials. Try not to abbreviate too much. Your name should be recognizable and easy to remember just like your website address. If possible. Make them all the same.
Once you have your name it is now time to choose your image. For your personal channels you should use your current face, not your cat, dog or logo for your business. For your business, if you are the face of your business use that in conjunction with your logo. If you are a business entity and want to brand that image then using a logo is a good choice.
Now that you have your name and image, you now need to create your profile. Think about your description and how you can use it on all your channels. Some will only allow a certain amount of words or characters, so be concise and consistent in your descriptions of what you offer and how you want to differentiate yourself from other professionals in the area.
Finally, on most platforms, you get a huge cover image area in which to create your own digital billboard. Use it to show off your business or practice. Make it splash, but not too busy, that we can’t focus. Again, consistency is key for branding. Each platform has its own requirements for image or video dimensions and file size. So, consult the help areas on each platform before you start designing. If you hire a graphic designer they will do it for you. It can also be changed seasonally to promote your specials. We like to refer to this area a digital real estate.
Once you have your accounts setup it is now time to engage and gain followers or likes. Invite your clients to connect with you. You should also search from them and follow or send them a friend request. The key is to develop a targeting following to be able to share tips, ideas, promotions and your events. Adding value instead of pouncing your products and services is the desired way to engage friends and followers. No one wants to be sold and pitched all the time. It is the quickest way to lose followers. Start asking questions and be sure to reply to any questions when asked. Intentionally post or comment or retweet your followers and friends. Remember you are building relationships.
Follow these tips for social media success. We call them our “Four Keys to Social Media Marketing Success”.
While you can implement the above plan yourself, you just may not have time. Do not forgo this important part of marketing your business. Hire an agency, social media strategist/marketer to help you plan, create and execute. Fees vary with provider and what you will be hiring them to do. Ask questions and get your proposal from them in writing so nothing is left to chance. Details to consider are: