Salon Today
MenuMENU
SearchSEARCH

Converting Fans to Clients

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

May 15, 2013
Converting Fans to Clients

Valorie Reavis, social media marketing specialist and founder of LinkUp Marketing

3 min to read


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.

Ad Loading...

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.

Ad Loading...

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.

Ad Loading...

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 www.linkupmarketing.com, email info@linkupmarketing.com, find them on facebook.com/linkupmarketing or follow them on Twitter @linkupmarketing.


Subscribe to Our Newsletter

More Salon Management

Paul Petrowsky, manager of Impressions

The Constant

Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.

Ad Loading...
Headshot of Sophie Galabru

How Women are Rewriting the Rules of Grey Hair

At a panel discussion hosted by L’Oréal Professionnel in Paris in early July, French Philosopher Sophie Galabru explored the cultural shift where women are increasingly choosing natural, personalized color results over traditional grey coverage. In an exclusive interview with SALON TODAY, Galabru and L’Oréal Professionnel Colorist Pierrick Beringer discuss this shift and how salons and colorists respond.

Ad Loading...
Cover of whitepaper

How AI Is Closing Revenue Gaps for Salons and Spas

The beauty and wellness businesses pulling ahead aren’t just working harder—they’re using AI to capture demand, personalize pricing, and convert more of every guest interaction into revenue. Here’s what the benchmark data reveals about the growing gap between AI adopters and everyone else.

Sponsored by Zenoti

copy of the whitepaper cover

The Premium Talent Magnet: The Modern Salon Playbook for Attracting Six-Figure Stylists

Stop chasing recruitment ghosts on generic job boards and start curating an elite team. Discover the framework that top-tier salons use to bypass phone tag, automate visual portfolio vetting, and attract high-earning, culture-first beauty professionals directly through real-time messaging. Turn your recruitment process into an exclusive brand invitation that keeps your highest-ticket chairs permanently filled.

Sponsored by Beautista

Cover of the whitepaper

Five Revenue Leaks Hiding in Your Salon

Your calendar looks full, but is all of that demand actually converting to revenue? From phantom rebookings to underpriced peak hours, the 2026 Benchmark Report exposes five revenue leaks that most beauty and wellness businesses don’t even know they have.

Sponsored by Zenoti

Nicki Wenz (above) and Allison Stock of Zandi K Salon

The Heartbeat of Zandi K's Success

After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.

Ad Loading...