When it comes to marketing your salon, word of mouth can be your biggest asset.
Clients take a highly emotional approach to choosing their salon. If they have a personal connection with a stylist, then price and location hardly matter. People will pay more and travel further to visit a stylist they trust. This is why online reviews can be so powerful.
You’ve likely heard of social proof. As people, we are inclined to like what other people like. If a restaurant is buzzing with people, we assume it’s good. If everyone is talking about a new movie, we are biased to like it.
It’s a well-documented phenomenon where people base their decisions on the recommendations of others. If you look up restaurants in your area on Trip Advisor and see one with a 2* review and one with a 5* review, which one would you choose?
Social media reviews can do the same thing for your online visitors. Reviews are a fantastic way to give social proof to people checking out your business.
- Studies have shown that nearly 92% of customers are more likely to trust non-paid recommendations.
- Another study has shown that 88% of individuals trust online reviews as much as personal recommendations from friends and family.
So, what does this mean for your salon? Facebook reviews are the perfect way to capture attention in a space where you know potential customers are already active. There are over 2 billion monthly active users on Facebook, so making sure your salon has a standout presence is vital.
Make sure reviews are active
Some Facebook pages don’t have the option to leave a review, so it’s important that you update your settings.
To do this, go your to Facebook page and click on “Settings”.
Click on “Templates and Tabs”.
Look for the “Reviews” tab and click on “Settings”.
Make sure this is turned “On”.
If you can’t see the reviews tab, navigate to the bottom of the page and click on “Add A Tab”. You should now be able to add Reviews to your tabs.
Make reviews a part of your interactions
The easiest way to get reviews – is to ask!
The very best time to ask for a review is when your client looks and feels beautiful.
Coco Chanel said ‘A woman who cuts her hair is about to change her life’ – this is because people feel amazing with new hair!
So seize the moment – they love the result, they’re gushing to you about how you like it. This is the time to simply ask if they wouldn’t mind leaving you a review. If a client is loving their new look, most will be more than happy to leave a raving review.
Salon owners should encourage stylists to include asking for reviews as regular interaction with clients. Signs around your point of sale serve as visual reminders to both staff and customers. It will soon become second nature to mention Facebook reviews.
Offer an incentive
Some clients will feel driven to leave a review because they are naturally inclined to share their experiences. Others may need a little more persuading.
Offering a prize or giveaway in exchange for leaving reviews is a great way to boost your review volume. For example, you could offer a complimentary conditioning treatment with a haircut. It is often better to add a complimentary add-on than to discount a service. Particularly if you are a high-end salon… or want to be perceived as one.
Advertise this giveaway around your salon and on your Facebook page for maximum impact.
Issue digital receipts
When a customer pays at the end of their appointment, cloud-based salon software allows you to issue a digital receipt instead of a paper receipt. This often means asking the client for their email address so you can send the receipt to them. With the new GDPR regulations, it is vital to get permission to send any marketing materials.
At the end of your email template, you can link to your Facebook page and ask the customer for feedback. Make sure you include the Facebook branding to provide an instantly recognisable reminder.
Respond to each and every review
Social media is, well, social! It’s a two way conversation so it’s important to respond to each and every review. Responding to the good and the bad reviews can help to show new and existing customers that you take feedback seriously.
You’re not just gathering praise, you are listening to your customers and taking their feedback on board. By responding to the good reviews in addition to the bad reviews, you paint your salon in the best possible light and strengthen a personal connection with your clients.
After all, if there is a personal connection, most clients will move mountains to go back to a stylist they love and trust!