• MARKETING
Engaging Hearts, Not Just Screens. How To Humanise Your Salon’s Digital Voice In 2024 By Rachel Medlock
As the digital landscape evolves, so must your approach to connecting with your clients. 2024 is all about connecting deeper than ever before – your clients expect more than trending social media audio; so how will you break through the digital noise and craft content with soul? Let’s dive into four strategies to make your content seen and genuinely felt by your audience.
1. AI As Your Sidekick, Not Your Storyteller Gone are the days when AI was the new kid on the block, dazzling us with its novelty. Now, it’s time to use AI smartly. Think of it like this: AI is your efficient assistant doing the legwork — gathering data, analysing trends, and even drafting basic outlines. But the real magic? That’s your job. For example, when announcing a new promotion, let AI do the initial research, but infuse the final content with personal stories of transformation, testimonials from delighted clients, and that signature, personable tone only you can provide. Remember, a machine might know the language, but only a professional like you knows how to really speak to your client’s heart. And let’s face it, we word nerds can spot an AI-written piece a mile away. I said what I said! 2. Trust and Relationships in the Spotlight In a world where everyone’s a few clicks away from the next big thing, trust shines brighter than an LED facial. 2024 is all about H2H (human-to-human) content. Customers are evolving, seeking more than just transactions; they crave genuine human connections — human-to-human marketing strips down to the fundamental truth that people buy from people. For instance, when sharing content about a new treatment, don’t merely list its benefits. Share a behind-the-scenes look at your team training with it, honest client reactions,
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and even a personal note about why you chose to introduce this treatment to your clients. This approach turns a simple service announcement into a trust-building narrative, making your audience feel understood and valued. 3. Honouring Your Foundations Is your salon’s content strategy stuck trying to speak to consumers of years past? If your brand’s foundation doesn’t align with your consumer’s current needs, now is the time to adjust your communication to address their present challenges. Start by truly understanding your clientele. Grab a notebook and start writing down the characteristics of your dream clients. Who are they? What age bracket are they ticking on the consult form? What makes them tick? What problem are you solving for them? These insights should guide your language, making each piece of content feel like it was written just for them. Remember, consistency is key. Measure, test, and refine your strategy to stay relevant and effective.
Let’s say you’re introducing a new piece of technology. Instead of a polished, scripted (and, dare I say, inauthentic) video, why not a lively, unfiltered chat with your team about why they love it? Your audience is not looking for flawless content; they want to see the real people behind the treatment room doors. Embrace the occasional ‘um’ and ‘ah’—it’s all part of the charm. Quality matters, but authenticity resonates more profoundly. This relaxed approach can be far more engaging than meticulously crafted scripts. Remember, the best connections are those that feel real and personal. Here’s to making every word count! Rachel Medlock is the Founder and Chief Word Nerd for Rachel Medlock Copywriting, an industry-exclusive copywriting house dedicated to crafting authentic, heartfelt narratives that speak to the soul. @rachelmedlockcopywriting
4. Ditching Perfection for Authenticity Perfection can be paralysing, trust me, I’ve been there. It’s essential to stop overthinking and start doing. Sharing your message is crucial for business growth, but it shouldn’t be daunting.
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