Revamping Your Salon’s Facebook Marketing in 2023
There’s never a bad time to think about revamping and elevating your social media marketing strategy.
But, arguably, the new year is one of the best times to look around, take note of what you’re doing, and think about improvements.
No matter what kind of cosmetology business you run, it’s probably fair to say you’ve got goals for the upcoming year. And no matter what those goals might be–acquiring new customers, elevating your brand awareness, converting more leads into loyal customers–the fact of the matter is that a compelling social media strategy can help you accomplish these goals.
(P.S., we’ve got an entire social media eBook dedicated to social media planning, specific to beauty pros like you!)
And do you know which platform can help you substantially? Facebook.
Yep, that’s right, beauty pros, we said Facebook. And look, we get that a lot of people (especially those who are millennials or Gen Zs) might shake their heads and think, “Facebook, really?” But Facebook continues to be a social media marketing powerhouse–and as it changes, your strategy for marketing there should change, too.
Why Cosmetologists Should Invest in Your Facebook Marketing Strategy
Facebook might seem like a less-than-steller option for social media marketing, but that couldn’t be further from the truth. Why is Facebook a great resource for social media marketing? Let us count the ways.
It’s where your audience is. It’s estimated that there are nearly 2.9 billion users on Facebook as of 2023. It’s hard to deny that your audience–however specific or niche they might be–is there.
Ad features provide a boost that organic content doesn’t. Facebook has its ads and marketing down to a science. It’s one of the most equipped social media platforms out there for marketing purposes. Beyond the fact that you just have ads, you’ve got reporting and analyzing tools that can help you create better, more effective ads.
Facebook helps you target your specific audience wherever they are on your customer journey. Facebook has features that help you talk the right way to the right people at the right time. That means you can create ads and posts that market the way that’s most effective.
Those are just a few of the reasons Facebook is a must-invest-in platform. And trust us; there’s plenty more. For now, let’s talk about how you can upgrade your business’ Facebook game.
Top Tips for Upgrading Your Facebook Marketing Strategy
Understand & Narrow Your Audience
You really want your Facebook marketing game to take off? The first step is to better understand your ideal audience. Why? Because knowing who you’re talking to informs you on how to talk to them. You wouldn’t take a young and sassy tone with a more mature audience seeking a sophisticated salon, right?
If you’re an upscale salon working with a higher-paying clientele, your posts and marketing efforts are going to look and sound different than if you were a fun, hip salon targeting teens to 20-somethings, specifically.
Focus on the Right Content
Knowing your audience can help you post the right content. Take a peek at what you’ve been posting–how is it performing? The right content is going to resonate with your audience. What are their interests? What do they care about? Do your posts with beautiful before and after photos get all the engagement? Do your DIY tutorials get the most attention?
Invest in Facebook Ads
Remember how we talked about narrowing in on your audience? You can do that organically just by focusing on the type of content you post–but you can also micro-target very niche audiences with your Facebook Ads.
In fact, Facebook Ads can hit very specific people. And you have the power to narrow it down based on your own criteria. So, it pays off to know who your audience is, right?
Facebook can help you target your audience with ads based on things like:
Gender
Location
Age
Buying habits
Interests
Income
Recent purchases
And more!
Analyze Your Content with Reporting Tools
Analyzing your content and how it performs is crucial to your future success. But analyzing doesn’t just mean looking at posts and seeing which has the most likes–it means investing in tools to tell you about the engagement.
Use Facebook’s New Features
It’s helpful when you put effort into the new features Facebook has. Why? Because often, the algorithm rewards you for doing so–and that means better visibility.
Google a few lists of the updated Facebook features on the reg so you can keep up with what’s new and what you should put effort into.
Step Up Your Multimedia Game
Text posts have their place, but multimedia posts are usually king when it comes to customer engagement and successful social media marketing.
People are visual, and social media is a visual tool. Use that knowledge to your advantage. Videos? Absolutely. Photos? Of course. Facebook quizzes and polls? Do it!
The more multi-media features you can add to your Facebook posts, the better!
Create a Consistent Schedule
No matter what anyone tells you, the “something is better than nothing” argument falls a little flat when it comes to consistent posting on Facebook.
The best thing you can do for your social media strategy (and your audience engagement) is to create a regular schedule that you stick to.
And being consistent on Facebook isn’t just about scheduling out a month’s worth of posts; it’s about actively engaging with your audience in a consistent way, too.
Without consistency, your audience won’t know if you’re going to answer them, provide resources, or give them the social proof they need to book with you. Being consistent means being present, active, and there for your customers on Facebook beyond just posting regularly.
Remove Barriers to Book & Reach Out
Audit your current Facebook profile and ask yourself–how streamlined is it for my customers to reach out to me? If your Facebook page is making it harder to reach out to you, you’re missing the point of social media marketing.
Make sure your posts have easy calls to action (CTAs) that make it easier for your customers to book with you or contact you. Be sure you’re taking advantage of all of Facebook's features for CTAs, too.
Prioritize Engagement in Your Strategy
Engagement is everything when it comes to social media marketing. And honestly, you get out what you put in. It’s not just about posting on your profile; it’s about answering questions quickly.
It’s about responding to messages. It’s about actively conversing with your audience, so they know you’re available, present, and ready to provide them with what they need.
Facebook might seem like the less glitz-and-glam social media platform out there right now (when compared to powerhouses like Instagram and TikTok), but Facebook is a valuable resource for marketing.
If you can allocate the right tools, time, and effort to your Facebook marketing strategy, you can make an enormous difference in your brand awareness, reach, and conversion rates.
That being said, Instagram and TikTok demand your effort, too. Want to know where to start with those platforms? Subscribe to Elite Beauty Society’s blog to keep in the loop about when we drop advice, insight, and tips. And while you’re on our site, take a peek at our cosmetology liability insurance and see how we can change the way you think about coverage!
