13 May Personalized Marketing for Your Salon
Have you ever received a promotional email from a business that you didn’t find personally relevant to you? Chances are, you have. If the content you’re being sent isn’t personally relevant to you, then the business creating it is taking an impersonal approach and will be unable to reach its target audience long term. Everyone likes to feel special! The solution to this problem is personalized marketing, a one-on-one take on digital marketing.
Personalized marketing is a great approach to engage with your clients and communicate with them as individuals. With the right strategy and collection of data, personalization can benefit your salon in a number of ways. We’ve made it easy for you by breaking down the basics of what personalization is, what it can do for your salon, how you can implement it, and how you can measure its effectiveness.
What is Personalization?
Personalization is a one-on-one marketing technique that a company can use in order to deliver specific, individualized content to their clients. This individualized content is fitted to one (or many different) targeted audiences, which are identified from various forms of data collection and analysis. All in all, the goal of this type of marketing is to engage with salon clients in a way that you couldn’t if you were delivering impersonal and irrelevant content.
What Can Personalized Marketing Do For Your Salon?
There are many benefits of implementing personalization into your marketing strategies. Because personalization allows you to engage and connect with clients on a personal level, the benefits come from these strengthened relationships. Here are some examples of what personalized marketing can do for your salon:
- Brand Loyalty/Repeat Purchases
- Customer Lifetime Value
- Increased Engagement
- Increased Revenue
- A Collection of Customer Data
Creating a Personalized Marketing Strategy for Your Salon
When brainstorming ways to implement personalization into your salon’s marketing strategy, there are a few things to consider. The most important thing, however, is how you’re going to find your target audience. Whether it’s through social media, your website, or in-person at your salon, the data you collect is everything in regard to the target audiences you build. To simplify it, we’ve broken down a list of ways you can start building a salon database.
Hosting a competitive giveaway is one of the easiest ways to collect the email addresses of your potential and current clients if you don’t already have it. People are more willing to provide personal information if they feel as though they’re receiving something in return.
Survey’s, Questionnaires, Social Media Polls
Asking questions that could narrow down a client’s interests is a straightforward way to categorize them. Consider asking questions regarding what products they’re interested in, what they like in a salon experience, and what hairstyles they’re currently into. With this information, you’re better able to target them in the future and have insight as to what clients are looking for.
Committing to a weekly or monthly newsletter is an easy way to collect email addresses for future use. If you have any important announcements, want to show off your latest salon looks, or write interesting blogs, many of your clients would be interested in reading. Likewise, these emailed newsletters can later be personalized to fit a particular target audience. When you’ve figured that out, newsletters become even more useful in your marketing strategy.
Implementing Personalization Once You've Built a Salon Database
Once you’ve collected your client data, your emails are one of the primary ways you can personalize content to deliver to a targeted audience. The goal of sending personalized emails to a targeted audience is to increase opening rates and increase engagement by making the client feel as though they’re receiving special treatment. There are endless ways to personalize your emails, and we’ve made a list of just a few.
- Have a catchy subject line
- Address clients by name
- Set up automated emails for welcoming, reminders, anniversaries, etc.
- Send emails after an action is made
- Create content that is less formal and more friendly/personable
Once you’ve figured out how to personalize your emails based on your salon data collection, you can eventually segment your email list by category and send these personalized emails out to specific groups. This helps narrow down your marketing efforts and increase conversion.
Sharing service/product recommendations to clients is especially useful if you’re using the data collected from a survey, poll, or questionnaire. The information that’s been collected in this way is specific and ensures that your clients will definitely be interested in opening the email.
Everyone loves exclusivity. Offering discounts to first-time clients and expressing that the offers/discounts won’t last long are just two of the ways that you can use FOMO as an effective personalized marketing technique. By segmenting your email list and knowing who fits into what category, it becomes quite easy to make a client feel as though they’re missing out on something special by offering something that you know pertains to them. Be smart with how you execute your FOMO messages and you’ll surely see an increase in leads.
Key Takeaway’s for Your Salon
- Personalized marketing is a great approach to engage with your clients and communicate with them as individuals.
- Giveaway’s, survey’s/questionnaires, and newsletters are three examples of implementing personalized marketing strategies by building a client database of information.
- Once you’ve collected a client database for your salon, your emails are one of the primary ways you can personalize content to deliver to a targeted audience.