As a salon business coach, salon owner, and hairdresser, I've seen far too many beauty businesses struggle to get off the ground and reach the level of success they truly deserve. But in my experience, there are two crucial steps that are often overlooked - steps that can make all the difference in creating a thriving, profitable beauty biz, whether you are a salon/suite owner or beauty professional, these two steps are critical to your success.

Step One: Create a Killer Marketing Plan to Get in Front of Your Ideal Guest

The truth is social media alone is not enough to build a successful beauty business. While platforms like Instagram and Facebook can certainly help you reach a wider audience, they're not the be-all and end-all of marketing. To truly get your business in front of your ideal guests and create a buzz in your community, you need a comprehensive marketing plan that goes beyond social media so that you become the face of your community.

This means identifying your ideal guests - who are they, what do they want, and how can you serve them best? It means developing a brand that truly represents who you are and what you stand for, and using that brand consistently across all your marketing channels. It also means discovering who you need to be and how to show up to attract your ideal guest. I hate to break it to you, friend, but if you want to attract high-end guests, you need to dress the part, and you need to ensure that your attitude is aligned to attract the high-end guest. It means creating a marketing funnel that takes your guests on a journey from awareness to interest to desire to action.

Most importantly, it means finding creative, out-of-the-box ways to get your name out there and make a lasting impression on your community. Whether it's hosting events, collaborating with other local businesses, partnering with a non-profit that is dear to your heart and/or your team's heart, or offering special promotions… your marketing plan should be designed to make you the go-to beauty destination in your area.

Step Two: Create an Extraordinary Journey

Once you've got guests coming through your doors, the real work begins. And that's where step two comes in - creating a customer journey that sets you apart from your competition and ensures that every guest has an extraordinary experience every time they visit your salon.

This means looking at every aspect of your guest experience, from the moment they book an appointment to the moment they leave your salon. It means creating a welcoming, life-giving environment that makes your guests feel special and valued. It means investing in your team's training and development so that they can provide top-notch service and expertise. And it means going above and beyond to surprise and delight your guests with unexpected touches and personalization.

When you create an extraordinary customer journey, you not only create loyal, happy customers - you also create a powerful word-of-mouth marketing machine. Your guests will become your biggest advocates, spreading the word about your salon to their friends, family, and colleagues.

Ultimately, building a successful beauty business is so much more than the dream or the money we want to make. It is about the impact we can make in the world and the lives we have the honor to touch daily. 

Every person who sits in our chairs or in our treatment rooms has a story, and we have the honor to be a part of that story. How are you showing up daily that impacts our guests and everyone we have the privilege to be around every day?

I want to encourage and empower you to implement these two often overlooked steps that are critical to creating a thriving and profitable beauty business. Don't underestimate the impact of these steps any longer. Take action now and witness your business grow, your revenue increase, and your guests become even louder raving fans than ever before. With these steps in place, you'll be on your way to creating a fulfilling and successful beauty business.

About the author: Karen Hardee is passionate about helping other salon/suite owners and hairdressers create the salon business they dream of to take their business to 7+ figures & beyond and empower them to breakthrough limiting beliefs, overcome challenges, take bold action toward achieving the success they deserve, and open the door to creating generational wealth and a lasting legacy of financial abundance for their loved ones. I'm here to share my experience of 35 years in the industry behind the chair and 28 years as a salon owner, as well as the strategies and tools that took my business from struggling and overwhelmed to creating a salon usiness that generates 7+ figures, was named one of the fastest growing SALON TODAY 200 salons in North America, to help you move from behind the chair to owning the building that will create generational wealth. To learn more, visit karenhardee.com.


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