Management Practices

Converting Fans to Clients

Valorie Reavis | May 15, 2013 | 8:54 AM
Valorie Reavis, social media marketing specialist and founder of LinkUp Marketing

No matter what clients are considering‘buying or trying’ – a new color technique or the latest cosmeceutical brand – they go through a journey before making the leap. This journey has long been documented by marketing experts.

On Facebook the journey may look different, but it’s not. It’s the standard cycle of ‘awareness’ through to ‘purchase’; from fan to client.

Step 1  Discover

The first obstacle in attracting new clients on Facebook is getting your page in front of them.Promoting your Facebook page in the salon, in all marketing activities such as email marketing and on your website helps drive traffic there. Investing in Facebook ads can also be an affordable way to attract more people to your page.

One tried-and-tested method is to run a contest that you promote in salon and which your clients and their friends can only enter via your Facebook page. 

Step 2  Like Your Page

Once you get people to your page, give them a goodreason to ‘like’ it. If you are running a contest on your page, you can block people from entering until they ‘like’ the page.

Step 3  Engage With You

Seventy per cent of people will seek out reviews about a new business before they book. Translated into Facebook-speak: they want to get to know you first. Consistent, strategic updates on your Facebook page tell them all about you. Establishing your authority and credibility are essential ways to coax them closer and closer. Consider these types of updates:

  • Positive reviews from your online review profiles
  • Client pictures from the chair
  • Profiles of your stylists, showing how much fun it is to be at the salon
  • Tips on homecare – styling, products and general advice on looking good
  • Promotions and offers (minimal, please)

Step 4 – Book With You

Make it easy for them to come in for their first visit.Many salons will use contests or social activities to get new prospects through the door for the first time. Special events in the salon oronline competitions will get Facebook users closer to trying your salon. Make it easy for them to book their first appointment with a ‘specials’ page linked to an online booking service so they can book their first appointment straight from Facebook.

Step 5 – Comment

This is the new segment of the client journey, enabling salons to reach more new clients. With Facebook’s own Graph Search, online reviews and social media affecting the way people find new businesses, the more clients comment on their experience, the easier it will be to up the number of likes and start the process all over again with new fans.

Valorie Reavis is part of Linkup Marketing, an online and social media marketing specialist focusing on search engine marketingsalon email marketing programs and social media marketing for salons and spas. If you have any queries for the Linkup team check out the website, email [email protected], find them on or follow them on Twitter @linkupmarketing.


More from Management Practices

Management Practices
Management Practices

Dos and Don’ts When Communicating with Upset Guests

July 31, 2018

They say the key to every great relationship is communication – and handling a guest complaint is no different. It’s not ideal to have to communicate with an upset guest, yet we’ve all been there and it’s likely we’ll be there again someday. Here are the dos and don’ts to keep in mind to help you successfully communicate with upset guests.

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