You have a great team, aligned with your own mission, vision, values and purpose for your salon business. Next, let’s get everyone pulling together to create the rhythmic acquisition of clients.
This simply means bring in new customers in a consistent, predictable, profitable, and routine way — something that's more important than ever when economic times are tough.
But how?
Rhythmic acquisition of clients requires a framework around your marketing:
- In which sequence to plan your marketing activities;
- What metrics you should measure about your acquisition efforts; and
- How to spend your marketing budget.
The goal is to attract high-value clients at reasonable costs. A rhythmic acquisition strategy should be able to grow and evolve along with your business. Ideally, your strategy should include the following five steps:
1. Define your ideal customers.
While developing your salon brand, you will start to identify who your ideal clients are, so when it comes to your marketing activities you have a very clear understanding of who you want to attract.
2. Set clear goals and objectives.
Figure out exactly what you want to accomplish and within what time frame. Specific targets are better than vague ambitions.
3. Identify your acquisition channels.
Figure out where your competitive advantage lies: Social media? On-site marketing? Email blasts? Great SEO? Lean into that, while analyzing how to best reach the ideal customers you’ve identified (because that might fall outside your competitive advantage). Choose a mix of marketing investments that will give you maximum impact at the best cost and effort required to manage them.
4. Define your approach for each marketing activity.
You will need to work out a plan of action for each marketing activity, including budget required and the return on investment you expect.
5. Measure and adjust your strategy.
Once you have begun to implement your marketing strategy, keep an eye on the data. It is critical to check in regularly to see if you are hitting your expected numbers. If not, don’t continue wasting resources. Adapt your activities accordingly.
To calculate customer acquisition cost, divide the amount you spent on marketing by the number of new customers you gained in that period of time.
Then remember that acquiring a new client costs 5–7 times more than retaining an existing client — so if outstanding customer service isn’t in place, all that time and effort will go walking out the door.
Once you have mastered the rhythmic acquisition of new clients, work with your team to convert them to ‘long-term, lifetime clients.’ That means taking a good honest look at your salon business and asking yourself:
- What is your client retention rate?
- Do you offer excellent service and value for money?
- Do you stay in touch with your clients after they have made a purchase?
- Do you reward clients for being loyal to your business?
- Do you have a referral program that incentivizes clients to recommend friends and family to your salon?
Your team must understand that the benefits of winning lifelong clients go far beyond inspiring loyalty and repeat business. Happy, satisfied clients become advocates for your brand!
Word of mouth is one of the most powerful marketing tools there is, and it can only be obtained when clients are truly impressed with their experience.
Liz McKeon is a salon business coach and founder of The International Salon Business School. She is the author of 30 Days to Beauty Business Success. Liz can be booked for customized, in-salon coaching visits for one, two, or three days by emailing team@lizmckeon.com.