The methods in business marketing have changed drastically, especially in recent years , with the introduction of new technologies, which have improved communication tenfold. The main group that has been spearheading the evolution of marketing is none other than social media. As more and more people turn to these networking platforms, successful marketers need to go where their clients in order to stay in the game.

One industry in particular has become very fruitful in the age of social media - the beauty sector. Before the rise of networking platforms like Facebook, Twitter and Instagram, beauty businesses relied heavily on marketing experts in getting their name out, and here’s how everything changed.

Easy marketing methods

Imagine the early 2000s, when social media was barely in its infancy - during this time, most beauty businesses relied on an experienced marketing specialist to create a website for the them as well as hand out the salon’s leaflets. With such methods, reach was very limited and oftentimes marketing actions rarely made it to the intended audience.

As social media became a more prominent promotional tool, beauty business owners began creating their own business pages on networking platforms. Since they utilise social media pages for their own personal benefit, managing pages for their business wouldn’t be much of a problem. Salon owners have gained a better understanding of marketing their businesses and do so actively by posting pictures of their latest work, sharing and encouraging clients to leave reviews, as well as creating and posting offers that their clients would find appealing to them.

Making use of ads

Although posting new hairstyles or a latest offer is a great method beauty businesses use to encourage clients to visit the salon, it has a very limited reach. Such posts are visible to clients that already follow your page or potential ones that somehow reached it. In order to reach a significantly larger target audience that would be interested in your business, salon owners turn to social media ads, most often on Facebook and Instagram.

Launching ad campaigns not only helps salon owners reach the target audience more effectively, it is also fairly easy to run. A growing trend among salon, spa and beauty clinic owners is taking additional marketing courses to help them improve on promotional activities. This not only helps them save a significant amount of money from hiring a marketing specialist, but it also helps salon owners understand any promotional mistakes they may have made in the past, and how to avoid them.

Enhanced word of mouth marketing

Word of mouth marketing - a tactic that has not been phased by the passage of time, is by far one of the most popular forms of promoting a business. Ask yourself, have you purchased a product or service from a business that is not recommended by other clients? When it comes to making purchase decisions, we tend follow feedback from previous clients, especially in this time and age where communication is enhanced by technology.

The term “word of mouth” has evolved from two or more people passing information orally to many people passing information through digital means to a larger community. This in turn has made digital word of mouth marketing a beauty business’ dream come true. Salon owners use additional tools, such as beauty business software in order to encourage clients to share their feedback on their business. Such software comes equipped with a loyalty program module that allows salon owners to reward their clients for referrals to the business - leaving clients satisfied and helping the beauty business grow.

By Sumeet Manhas

Disclaimer: The above is a matter of opinion provided for general information purposes only and is not intended as investment advice. Information and analysis above are derived from sources and utilising methods believed to be reliable, but we cannot accept responsibility for any losses you may incur as a result of this analysis. Individuals should consult with their personal financial advisors.

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