Quiet On Set And… Action By Otto Mitter

All aboard the marketing train for 2022! On this journey we are stopping through all social media stations. Please ensure your hashtags and targeted specific ads are safely stowed away and sit back, relax and get your head in the game for the trend that is defining success in 2022.

The explosion of competition in many industries and in particular the beauty industry means that your marketing will need new levels of refinement that excite and engage. Your message still needs the fundamentals of building trust with potential clients and followers but using keywords, hashtags, facebook and google ads is not going to be enough to keep up with the leaders or most likely, your competition.

2022 is going to be a year of taking risks with your marketing, investing in your brand and business more than ever and diving deeper into engaging with your clients.

Video is the future of marketing for salons. If you can’t afford a video production team and you’re wanting to get new business, then it’s time throw on your directors hat and get creative.

Google announced that Youtube reaches more 18-49 year olds than any cable TV network and Facebook and Instagram has announced that video content gets 6 – 8 times more engagement than photos or links.

So how do you create good video content and what works to get new clients into your salon?

The days of doing the hard sell approach on social media are becoming old, when potential clients are scrolling through feeds they want to see something that is visually appealing and story driven, something that will engage the senses and create a sense of curiosity.

Before and after video of services is a must and is gaining some of the highest engagement, try adding your personal touch and commentary to these videos when explaining the benefits but don’t forget to explain how you cater for the “needs” of your client with this service. Pretty pictures are one thing and always have their place, but video gives that sense of “Real Life” which is so powerful in gaining the trust of new clients.

Testimonial videos from clients that love the services and experience they’ve had with you are very powerful, but many salon owners struggle to make the time to get this gold! It’s one of the most powerful marketing tools you can have in your stable. Make time to capture what they loved about the service and how they felt after having it and why it’s an “essential” part of their beauty regime.

Entertaining content that gives a sense of fun and positivity is a good approach and this is gaining a lot of traction and engagement, be selective about what message you are sending so it fits with your brand, projecting personality is great but coupled with professionalism helps reassure clients they are getting the very best experience when they visit you.

Creating video that shows potential clients the space that they will be welcomed in and the treatment room they’ll be relaxing in, this helps to give a sense of security. Clients want the best in experiences when it comes to beauty services, they also want to be taken to that “safe space”.

Professional production is key, it must look clean, inviting, this doesn’t mean you need a huge space with polished concrete halls, hanging gardens and waterfalls, but you do need to take the time to get the styling right (no mess in the background) so it gives an attractive clean, professional appearance that is inviting, builds trust and makes your clients say “book me in!” You don’t always have to hire a Hollywood film crew to capture the gold either, if you have the budget to do so, that’s fantastic! If you don’t, you just need to understand some basic principles about good lighting, sound and removing any distractions in the background that detract from the focus of the footage you are capturing.

One of the biggest struggles for people when they start making videos is learning about lighting. If we are showing a video of our clients eyes opening after a lash service, we don’t want to be blocking the path of light across the eyes, it will create a shadow, so we won’t be able to show the full potential of our work. Most salons have a ring light or similar but you may want to invest in a spare to help focus ambient light in certain areas of the room when your capturing footage.

Always remember practice makes perfect, we all start somewhere, try and have fun while you are wearing your directors cap and who knows.. you might just become the next Spielberg of the beauty world.

www.elleebana.com