Close
Management Practices

Boosting Your Online Presence

Stacey Soble | July 10, 2011 | 1:38 PM

What shows up when you do a Google search of your salon’s name? Robert Andrew Salons & Spas (robertandrew.com) in Gambrills, MD, owned by Robert Zupko, decided they wanted to boost their number of responses in search listings and hired an agency to help them accomplish it.

The spa consulted Andrew Krebs-Smith, a word-of-mouth director for Cyphers Agency. “Our first goal was to further engage the existing fan bases they had on Flickr, Facebook and Twitter and to increase the awareness of all the different things the salon and spa offers,” says Krebs-Smith. To accomplish that goal, the agency helped the spa launch a blog on its website and link it to social media sites. Krebs-Smith encourages the salon to blog at least twice a week.           

“Your fans grow tired if all they see from you are promotions—they want beauty and fashion tips and inside access to useful information that directly benefits their lives,” he explains. “When you add value to their lives, then you can engage them and they’ll listen. And, now we can track that viewers are spending more than two minutes with the blog.” 

One of the salon’s biggest social media success stories was when they were tapped to do hair and make-up for photo shoots for the Washington Redskins and the Baltimore Ravens cheerleaders. “On Flickr, where we posted the images, the salon earned up to 41,000 views in the past few months, with 8,000 on a single day,” says Krebs-Smith.

Another social media goal was to drive more positive reviews on review websites to counteract a smear campaign initiated by a former disgruntled employee. Krebs-Smith helped salon employees identify 26 clients who were highly involved with the brand to become the Robert Andrews Insiders. Krebs-Smith sent each insidera survey about their social media usage, then helped them find outlets to post more fair representations of true salon experiences. “Within one month, 13 new positive reviews were posted, and now these list first during searches,” says Krebs-Smith.

The work is paying off. Two months ago, a search of "Robert Andrew" only yielded four company mentions within the first 50 results, now the salon earns 13 company mentions, with six appearing on the first page.

 

 


Originally posted on Salon Today.

Facebook Comments

More from Management Practices

Management Practices @vanessapalstylist cutting a precision bob hairstyle. 
Management Practices

SALON TODAY RECOMMENDS: Strategies for In-Salon Education & Minimizing Stylist Turnover

Lauren Salapatek | May 4, 2018

What kind of continuing education do you have at your salon? Are you inspiring your employees to reach their full potential? This month Aveda Means Business covers topics from in-salon education to minimizing stylist turnover. Learn some ways on how to attract stylists who are passionate about the business and who will fit in with your salon’s culture.

Management Practices Sponsored by L'Oréal Professionnel

OWNER TO OWNER: The David Rios Salons’ Secrets to Providing 5-Star European Service for the Country’s Most Demanding Clients

May 2, 2018

Many of the country’s most brilliant, talented and powerful people live and work in the Georgetown neighborhood of Washington, D.C. They’re politicians, diplomats, attorneys. Also professors and students at the nation’s top universities. So, if you’re servicing these people in your salon, you had better be at the very top of your game.

Load More