In today’s socially-connected society, it is still somewhat of a surprise to me that not all salons are utilizing social media to outreach and connect with their clients. If that’s you, it’s OK! After all, you know the saying ‘better late than never,’ right? The same applies to social media, however starting from ‘social’ scratch on Facebook can be intimidating.
In this Modern Salon blog, I’ll help walk you through the steps to get started on Facebook. Take a look at the suggestions and best practices below on how to get started:
1. Establish a Routine with Your Content
To understand what information your audience wants, you need to figure out who your audience is. Take a step back and put yourself in their shoes…or better yet, your chair. What do you talk about when they are in the salon? Pop culture? Celebrity trends? The latest and greatest products and promotions you are running at the salon? From there, you can start to build a content calendar around topics that will be appealing to your clients.
For example, maybe every Monday you dish on the last Hollywood hair trend, Tuesday you feature a great at-home tip from your stylists and Friday you kick off the weekend with a great promotion. Once you have established subject matter by days, stick to it – your clients will come to expect that information on those particular days!
2. Use Graph Search
Now that Facebook has rolled out graph search this makes searching for relevant content easy! Try searching for similar pages to your salon, or your related interests. For example, we love Refinery 29 and StyleCaster’s Facebook pages and often share fun information we see on our social networks. Often like-type pages spark great content ideas that you can also post on your page.
Another cool way to use graph search is to search topics such as: “favorite interests of people who like Wella.” Those search results will pull up pages and interests from clients that are already like similar products you carry – then, you can use that information to tailor your content to your audience favorites! (Side note: more on graph search in my next blog!)
3. Offer Exclusive Information
Create valuable content. Providing fans with tips and tricks to look fabulous will make you look like a trusted source for information. This can also drive traffic back to your website.
So you want to be the ‘go-to’ salon for bridal up-do’s? How are your prospective clients going to trust you on their big day if you post nothing on bridal looks (never thought of it that way, have you?). When a woman is searching salons to look her best, she wants a place that is in the ‘know’ about popular styles. By posting trends, tips and styles from your salon, that bride-to-be can start to form a trusting relationship!