Digital Marketing for Salon: A Great Learning
“Honestly, figuring out salon customers is almost impossible.”
Yes, we’ve all said that at some point.
You can research all you want – do regular surveys, analyse data, stay updated with trends – but somehow, a new client will always show up with a completely new perspective and flip your assumptions.
At Best Digital Marketing India, we’ve been in this industry for years, and trust me, even today, we continue to learn something new while promoting salon businesses. Sometimes, even after multiple discussions with the client, issues arise. And sometimes, it’s just the business slowing down – but it happens to everyone in this space.
We’ve realised one thing – patience is everything, especially when working with salon brands.
Marketing salons are like managing a mix of creativity, emotions, and expectations, and every day teaches us something new.
Let us walk you through a real experience and the lessons we’ve learned:
Case Study: Salon Business Without Digital Identity
A few years ago, we got a salon marketing project through a reference from a well-known client.
The salon had already been running for 3 years, but when we took over, here’s what we found:
- No Google My Business (GMB) listing
- No website
- No reviews
- Barely any online presence
🔍Key Learnings from Salon Marketing
1. Google My Business is Non-Negotiable
While referrals from friends and family still play an important role, especially in smaller towns, data suggests that in metros and urban cities, over 70–80% of people, when searching for services or products, turn to Google or online platforms as their first step:
“Salon near me”
If your salon isn’t listed on GMB, has no reviews, no photos, or location data, you’re invisible to the modern digital customer.
2. Referrals Still Work Like Magic
One happy customer = Many potential clients.
Salon marketing is not just about advertising; it’s about experience-based storytelling, and word-of-mouth still rules.
3. Loyalty is Earned, Not Assumed
Customers are loyal… until they find something better.
So, salons must regularly offer something special, loyalty points, exclusive packages, birthday discounts, anything to show appreciation.
4. No Forced Sales
“Ma’am, try this facial… Sir, this spa is trending…”
Stop. Don’t push services. Suggest, but let the customer choose.
Forced selling is a loyalty killer.
5. Train Staff, Soft Skills Matter
Hiring cheaper staff with no training may save costs initially, but it damages the brand.
Salon staff must be trained in both technical and soft skills. A polite, well-spoken stylist can retain more clients than a skilled one.
6. Handle Criticism with Grace
Not everyone will leave happy. And that’s okay.
If a client complains, listen. Explain. Reassure.
Even if the service was delivered as promised, acknowledge their feelings. That’s how trust is built.
7. Invest in Google Ads, Smartly
In metro cities, competition is cut-throat. You can’t just wait to rank organically.
Run targeted Google Ads until your brand builds traction. It’s not a cost, it’s an investment.
8. Show Off (Yes, Literally!) Showcase Services Visually
“Visibility drives sales.” Salons are all about looks.
Post real photos, transformation videos, before/afters, BTS clips, on GMB, website, Instagram, Facebook. People buy what they see.
9. Yes, Salon Blogs Work
Many say, “Who reads salon blogs?”
Plenty do. Especially enthusiasts who care about self-care, trends, products, or skin/hair health.
Blogs build trust, authority, and SEO traffic.
10. Social Media = Modern Word-of-Mouth
If you’re not consistent on social media, you’re already behind.
Even if you can’t post daily, build a content calendar and post relevant, relatable, and real content at least 2-3 times a week.
Conclusion
Salon marketing isn’t just about campaigns or strategies. It’s about understanding people, being consistent, adapting constantly, and a little bit of humour (because you’ll need it!).
We’ve worked with multiple salon brands; some grew fast, some struggled, but one thing remained the same: there’s always something new to learn.
So if you’re a salon owner reading this, or a marketer frustrated with unpredictable clients, don’t worry. You’re not alone. This is a common phase most businesses experience after beginning their online marketing journey, even when working with experienced professionals.
Keep learning, stay patient, and build value.
If you want to boost your salon’s visibility, we’re here to help! Drop us a message at 9650130089, and we’ll guide you through setting up and optimising your Google Business Profile.
