HOW TO GROW YOUR LASH AND BROW SALON CLIENT BASE

Expanding your client base is crucial for the success and profitability of your business. To achieve this, acquiring new clients is vital. However, it is equally important to nurture customer loyalty and ensure that your existing clients continue to rebook their appointments with you.

Here we share our top tips on how to grow your client base:

It is important that you and your team deliver exceptional customer service to every client who visits your salon. Train your staff to be attentive, friendly, and knowledgeable. Going the extra mile to ensure each client feels valued and satisfied can result in positive word-of-mouth recommendations, which are a powerful tool for attracting new clients. Afterall, a happy customer is a returning customer!

You can increase clients’ motivation to refer their friends and family by creating a Customer Referral Program. Here you can give clients a special discount for each referral or offer a free service for a specific number of referrals.

To entice new customers to book Lash or Brow Treatments at your salon, consider offering a special introductory offer. For instance, you could provide a 10% discount on their first booking. This promotion serves as an incentive for potential clients to experience your salon's services and encourages repeat bookings in the future.

The beauty industry is very visual, therefore it is important that you showcase your work! Take before and after pictures of your clients and showcase them on your social media channels (please always gain permission from your client’s before posting pictures of them on social media) to attract new customers. This allows potential clients to see the incredible results that you can achieve, encouraging them to choose your services.

Create a professional and visually appealing website for your salon. Optimise it for search engines by including relevant keywords and location-based information, so you appear in Google searches e.g. Elleebana Lash Lifts in Golders Green. Utilise social media platforms, such as Instagram, Facebook and Pinterest to showcase your work, engage with potential clients, and share valuable content. It is important that you keep your website updated and post regular updates on your social media channels to stay connected to your existing clients, as well as attracting new clients. Encourage satisfied clients to leave positive reviews online and always respond to comments and messages quickly. If you notice that a follower or client has posted a positive review, make sure you comment and thank them for their lovely feedback.

Consider running a series of seasonal themed promotions with special discounts on certain Lash & Brow treatments for a limited period of time only, to drive footfall into your salon. By creating a sense of urgency, you provide a strong ‘call to action’ that encourages customers to book a treatment at your salon to take advantage of the special discount offer whilst it is available.

Host a Beauty Evening at your salon, where you invite both existing clients and potential customers to experience mini Lash & Brow treatments. Showcase treatment demonstrations, such as the Elleebana Lash Lift, Brow Henna, and Brow Lamination, to educate guests on the benefits of having these treatments at your salon. Encourage your clients to bring along a friend or family member to generate new clients and increase word-of-mouth recommendations. Promote the event on your social media channels to attract potential new customers to attend.

Partner with local businesses in your area that complement your services, such as clothing boutiques, hotels & spas, freelance make-up artists, wedding planners and photographers. Offer cross-promotions, where you recommend each other's services to your respective client bases. This can help expand your reach and attract clients who may not have been previously aware of your salon.

Partner with local influencers or bloggers who have a significant following in your target market. Offer them complimentary services in exchange for honest reviews or social media mentions. This can expose your salon to a wider audience and generate interest among their online community.

When you work in salon, it can be very hectic, especially during busy seasonal periods, therefore it is important that you manage your time well. When booking client appointments make sure you allow sufficient time for their treatment, so you don’t end up running over the allocated appointment time. There is nothing worse than clients waiting for over 30 mins for their appointment. It is also important that you factor in time for breaks to maintain energy levels, as they are often very long days.

Train your staff to proactively schedule the next appointment for clients before they leave the salon. It’s also important to remind your clients of their appointments by sending out an email or text message reminder 24 hours prior to their appointment to reduce no-shows. 

Online booking offers your customers the flexibility to schedule salon appointments at their convenience, especially outside of regular working hours. By providing an online platform, clients can easily access information about your services, including details on Brow & Lash treatments. You can also include an option to request a 25% or 50% deposit when the customer books the treatment online to prevent cancellations and missed appointments. You can also include Book Now links on your Social Media Business Accounts to attract new customers too. 

Building a strong client base takes time, effort and dedication! Consistency, excellent customer service, and effective marketing strategies are the key to attracting new clients and retaining loyal customers.

By Faye Hone/ Peak Results PR