How to Audit Your Business Growth By Kara Lehman

One of the most powerful tools you can use for your business is to complete an audit at least once a year. Now, I’m not talking about the regular tax or financial audit you might be familiar with. I’m talking about giving your business an audit from start to finish of your customer journey.

Now, why is this important? Stepping outside your role as the business owner and taking the perspective of the customer is a key element in moving your business forward. It allows you to feel connected to every touch point in your business and how it will make your customer feel.

So where do we start?

The first step in auditing your business is to map out your customer experience and the exact way you want your customer to feel when they interact with your business. business to reflect the experience you want your customers to enjoy.

The next step is to look at each of your marketing channels whether that be your website, your social media or your in-person experience and evaluate each of them.

Take some time to dive deep into each and also ask your clients for some additional feedback. You can make this fun for them, and it also allows them to know you value their opinion. Let’s take you through the steps right now, so that once you have finished reading this article you can go and take action for your business.

SOCIAL MEDIA

Social media can sometimes be overwhelming especially if you don’t have a strategy or plan. The first place to start with your social media is to take a look at your bio. Start with your profile picture and make sure it’s showcasing exactly what your business is. It can be your logo, a photo of your salon or some other element of your business and brand. Just make sure it’s recognised by your customers. Then we move to your name (not your handle). Your name is the keywords that show up when

someone searches for you. Are you using this to your advantage? Your name should contain keywords that immediately tell your audience who you are, what you do and even where you’re located. This name is connected to SEO so be as specific as you can be. For example:

YOUR LOCATION + WHAT YOU SPECIALISE IN

Then we move down into your bio. Once again this is an area you want to optimise and use to your advantage. Think of it as your mini billboard that tells people why they should stick around. How do you help them? Don’t make this all about you! Be sure to share what pain or pleasure points you’re going to help them with. Be clear with your call to action.

For example: Brisbane’s Favourite Holistic Skin Spa We make you feel confident in your own skin through a mind, body & soul approach to skin. Teaching you how to make self-care a priority Download our free skincare affirmations here: (Insert link)

This is where your link should be optimised for maximum impact. Create a free Canva link page, or a landing page and add all the information your audience my like to find without have to exit the platform. Just make sure your Call to Action is clear and mix it up from time to time! Make it exciting and fun for your new followers.

HIGHLIGHTS

Highlights are a great way to showcase your business and how you can help people. Take your potential customers on a visual journey through your business via your highlights. This allows them to feel at ease when they come to see you in real life. Offer as much guidance and value in your highlights.

YOUR CONTENT

Does your content grab your audience’s attention? People go onto social media to be social. They are looking for connection. How is your content currently performing? Are people engaging with your content or is it barely seen? The most important thing to remember when crafting your social media content is making sure your content serves your audience. Do they know who you are, and will they know, like or trust you based on your content? Don’t forget to also have a little fun and bring some personality to your content. People want to know who is behind the brand.

WEBSITE

Your website is still a valuable resource even though many people will say you don’t need one! They can be a really great way to help attract and nurture new customers. Does your website tell a potential new customer exactly how you can help them? Does it take them on a journey that helps them feel at ease when they come to visit you for the first time? Where can you improve your content to help your audience convert into actual bookings? Often, I see salons create their website to talk all about themselves and not about the pain or pleasure points that your business can help them with. Now don’t get me wrong, it’s ok to still share the details of who you are and why you exist. It’s just also important to speak directly to the potential customers as soon as they land on your website. At the end of the day, they are looking for you to tell them why they should come and see you and how it’s going to benefit them.

Don’t forget to add social proof! Whether that’s before and after photos, blogs sharing client transformations or product reviews, people connect with businesses that are validated within the community. Make sure you optimise your website and have all the basics for SEO applied. This may seem like time consuming work, however having great visibility on google can also be a game changer when it comes to new clients finding you! The same concept works when you’re showcasing your products in your online store. What is it that makes you buy something as a consumer? How can you make your products stand out and be ‘added to cart’? Are your products up to date? Do your images and branding flow through consistently to match your social media? Take notes of what you find and then step by step work on a process to add to the areas that you find could do with a little enhancing.

IN SALON EXPERIENCE

Take some time to really explore how you can improve your customer experience. From the first point of contact and booking enquiries through how you follow up with your customers on a regular basis. Do you make it easy and fun for your customers to get to know you? How well do you nurture your new customers to ensure they feel well supported before they visit you for the first time?

Do they know where to park their car? How to find the closest bathroom, or what to do to prepare for their first visit? How can you make them feel at ease and excited to come and see you? Do you have other ways that you can enhance your client experience to really allow them to feel like they are the most important person in the world? When you think about the most incredible customer experiences you have had, whether it’s from buying a designer handbag or going on a luxury day spa visit, what was it that made those experiences so special? How can you do the same for your customers?

WHAT TO DO ONCE YOU’RE FINISHED?

Now that you have assessed your salon and your marketing channels, it’s time to make a strategy to implement any changes. You can set aside time each week to work through your list, or you can also outsource or delegate areas that you don’t find enjoyable. Get your team involved or if you’re a sole operator, ask some friends or family members to help you with ideas. Visualising your business in its highest form, how does that make you feel? Use this as your motivation to set new goals. Start with the task that will make the most impact in growing your business. Remember marketing is all about building relationships through connection. Knowing and understanding what your ideal customer is wanting from you is your ultimate key to success.

If you’ve found this process helpful, I’d love for you to reach out and let me know what impact it’s had for you.

Visit www.thebeautybossva.com today for more details about our services.