Advertising a home-based waxing and massage studio can be tough, especially when people prefer going to conventional spas. But with the right marketing mix, you can have customers knocking on your door in no time.
People often perceive home-based salons as sub-par to conventional ones. They may think you don’t have experienced staff and are running a salon in a shabby apartment with no windows. But no one said you can’t change that perception — all you need is the right marketing approach. Here are the best marketing strategies to promote your home-based waxing and massage studio.
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Create a stunning website
Your website is like the reception for customers. The more professional and premium it looks, the better your chances of getting inquiries. This is your chance to make a fantastic first impression on your potential customers. Don’t hold back — your website should look as or even more stunning than the popular spas in your locality. Just be true to your brand identity and use fonts and colors that reflect it. If you’re running a discount, make sure you advertise it on beauty salon flyers that pop down on your website’s front page.
Most people would rather book their appointments online rather than call you. While you should mention all your contact details on your website, you should also have a submission form box for customers who are interested in getting an appointment. They’ll fill out a form on your website, and you’ll reply to them with the quote and confirmation of their appointment.
Use social media to your advantage
Social media marketing is the best way to drum up some buzz around your brand. That’s because everyone uses social media. However, you need to pick out the right platforms first. We recommend Facebook and Instagram as they’re the most widely-used social media sites on the planet. Instagram is all about fashion, so your salon would find traction there.
The trick is to post valuable content on your social media pages. This could be educational articles from your website blog to your YouTube videos. The aim is to capture the audience’s attention on social media and redirect them to your website, your business’s point of sale. Just make sure you aren’t writing long posts on social media — keep them succinct and insert the URL of your articles or YouTube videos, followed by a catchy caption.
Offer limited-time discounts
Let’s be honest — the only way you can outshine the competition is by undercutting your prices. Offering discounts on your services and packages is an excellent way to draw customers from your competition to your salon. However, it shouldn’t be just buzzwords — you must mention clear details about the discount to not leave anything to guesswork from the customer’s end.
Also, discounts work best when targeted to a particular marketing segment. For example, your target audience might include married couples, single women, students, and much more. If your primary target market is students because they think your salon offers excellent prices, the discounts should be tailored in a way that provides maximum benefit to students than any other audience segment.
Email marketing can help
Email marketing can accelerate results with the right strategy. It lets you reach out to existing and potential customers to keep them up to date with your salon’s latest offers, discounts, and announcements. However, emails don’t usually have a high click-through rate. That’s why you need to have a compelling and catchy subject line that immediately captures their attention and prompts them to open your email.
Next, your email should not be a block of words but rather a healthy blend of visuals, text, and images. This will make your marketing message easier to digest. And lastly, remember the 80-20 rule — 80% of your email should be informative and add value to the customers. Target customer pain points and subtly say that you have the solution.
Some parting thoughts
Promoting a home-based wax and massage salon is no walk in the park, but definitely doable. However, every salon offers different services and has a unique target audience. All strategies you intend to use must be specifically tailored to your audience — that’s why there’s no one-size-fits-all solution that would work for every home-based salon. So, don’t be afraid to experiment with several marketing strategies and pick the ones that work best for you.