Tips and Tricks for Filling Your Appointment Books through Social Media Marketing

By Belinda Haigh, Social Standards

When the cost-of-living rises, it’s typical to see more ‘white gaps’ in your salon books, as clients start to space out their appointments. Thankfully, social media is a great, free tool that can help fill those white gaps in your appointment books.

Here are five pro tips to drive more bookings through your salon’s social media platforms.

1. Understand your target audience

Before you start any marketing campaign, it’s essential to know who your target audience is. Knowing your audience will help you craft your message and create content that resonates with them. What are their problems? How do they speak? What do they care about? If your service can be the solution to their problems and speak their language, you’ll have a much better chance of converting them and increasing your revenue.

2. Create an offer

There are certain elements that you need to include when creating an offer for your audience. Avoid discounting services. It is better to ‘bundle’ items together to give the perception of amazing value. Discounting can make your service look cheap. I suggest starting with a lower-priced service bundle, such as a treatment and blow-dry to fill gaps, rather than a signature service that has a higher price point, particularly during times of inflation.

3. Say it more than once

The key to posting an offer on social media is to communicate it multiple times - and in multiple ways. People need to see an offer about seven times before they will make a purchase, so don’t be disappointed if you don’t get any bites from your one post on Instagram. Chances are most of your audience didn’t even see it!

4. Consider Paid Advertising

Social media platforms offer various paid advertising options that can help you reach a broader audience in your local area. Paid social media advertising can help you promote your services, target specific groups, and drive traffic to your booking page. This can be a cost-effective way to fill appointments and build more brand awareness in your geographical area. However, the offer and audience need to be targeted and tested to see results.

5. Create a review system and referral program

Reviews and referrals can be powerful tools for filling appointments. Encourage your satisfied clients to leave reviews on your Google business page and offer incentives for referrals. This can help you build trust with potential clients and increase your visibility on social media. Referral programs are a lowcost exercise that delivers a great return!

Remember that social media is only one part of your marketing strategy, but it usually the first lace potential clients will go, to find out more about you and your business! Thinking about investing in your salon’s social media marketing? Book a free chat to see how we can work together on my Instagram profile.

ABOUT BEL FROM SOCIAL STANDARDS. Having worked for one of the largest professional haircare brands developing and implementing digital marketing strategies for the past six years, I noticed that social media was something salon owners struggled to find the time for.

I started Social Standards at the end of 2021, with the aim to help salons save time, attract new clients, and increase their revenue through social media marketing.

As a hairdresser that’s been working in marketing and communications with some of the biggest hair and beauty brands including Toni & Guy and Dermalogica for the past 12 years, I’ve combined my two passions to help salons grow through social media.

Book a complimentary consultation with me through my Instagram bio @socialstandardsau

I’m so excited to help you grow your salon business! @socialstandardsau