In the eight years SALON TODAY has been featuring its annual technology issue, we’ve explored a number of ways—from websites to e-mail newsletters—that owners are tapping into technology to enhance communication with staff and clients.
Today, a growing number of salon owners are riding the cusp of today’s newest tech tools and enhancing their communicative power through blogging.
“Blogging?” you say. “Isn’t that what teenagers and college students do?”
Yes, it is. But more and more, business owners are using blogs to attract new customers and build stronger communities of existing clientele. Short for “web log,” the blog is defined as a specialized site that allows an individual or group to share a running log of events and personal insights with online audiences.
Don’t take our word for it. Aura Mae, the owner of Azarra Salon in Tacoma, Washington, writes both a customer-oriented salon blog (www.getsomehairapy.com) and a blog for small salon owners (www.smallsalons.wordpress.com). She recently blogged the following reasons a salon should enter the blogosphere:
“You want to connect with potential new clients. A blog is a way for potential customers to get a feel for the place before deciding if your salon is the one for them. It is an amazing way to have a conversation with someone at their leisure. Fifteen minutes spent on your blog is better (for both of you!) than 15 minutes on the phone.”
“You want to extend the salon experience to existing clients between visits. Make no mistake—your clients come to you for more than just their hair. The salon experience is about so much more. It’s about connection and community. Belonging. Remember when you learned that by selling a client a bottle of shampoo, they thought about you every time they used it? Same idea. You want them to think about you. You want them to talk about you. You want them to come back to you!”
“You don’t have lots of money to spend on marketing. Let’s not fool ourselves. As small fries, we don’t have the same advertising budget as the big guys. But the Internet is the great equalizer. A blog is a personal connection between the writer and the reader. It makes big business seem smaller and more approachable and small business feel bigger and more valuable. And blogging is free. How’s that for budget friendly?”
Todd Suttles, owner of Noland Suttles Salon in Atlanta, Georgia, and author of www.toddsuttles.typepad.com, adds “the blog is a running dialog. It’s like having a conversation with your clients, only you’re talking to the world”