How to reach new clients in 2023

The new year always brings renewed goals and hopes for the year ahead, so with that in mind we spoke to industry marketing experts to find out how you can reach new clients in 2023. For some salon owners the prospect of marketing your business to new clients can seem overwhelming but even simple ideas can bring about the biggest changes. Take a look out our tips below to find out what could work for you.

Develop a Strategy

"Salons are busy places and finding time to think about marketing often isn’t easy," says Stefano Scoponi, Marketing Director at Treatwell. "With today’s customer being more digitally focused than ever, the first rule of marketing is knowing your customers and target audience. Ask yourself, what social media platforms are they using the most? How do they decide which salon or treatment is best for them? Where do they get inspiration from? Once you have these answers, you will know where and how to reach them." For those who are considering putting more time aside for their marketing in 2023, Elizabeth Olveda, Senior Communications Manager at Vagaro suggests creating a marketing strategy. "Learn what your competitors are doing well, what they could improve and how your business fits into the local market. If you need help getting started on your strategy, check out our five minute marketing guide here," she adds that it's possible to create marketing materials from before and after photos, videos, testimonials and social media. "Social media is a great way to build rapport with existing and potential clients. My pro tip is to share updates about your business and industry-specific tips & tricks, run polls and giveaways, or repost user-generated content from loyal clients."

Diversify your Offering

Hayley Tait, Marketing Manager at Shortcuts tell us that reaching a new clientele can be as simple as diversifying your services. "If your salon services aren’t inclusive in 2023, you’re falling behind. Incorporating services for everyone isn’t so much of a ‘trend’, but a must-have for all salons." It is important to invest in diverse services through the correct education and training, and the cost of this might not be an option for everyone in 2023, however, gender neutral pricing is a simple change you make to market your salon positively to existing clients as well as new ones. "Gender-based pricing can cause stress and anxiety for many people. This isn’t surprising since 93% of people who identify as trans or non-binary have been misgendered at a salon. The bottom line is that there is a real need for inclusivity in hair salons, and this is the year to actively make that change."

Word of Mouth Speaks Volumes

Have you considered the impact online reviews can have on your business? "Google is a great way to be found by new clients. It takes time but you can build up lots of five star Google reviews which will help your salon stand out," says Rob Smith, Founder and Chief Operating Officer at Slick. "Consumers frequently use online search to find businesses which makes reviews a critical strategy for new guest acquisition." says Sarah Simonelli, Director of Customer Success at Zenoti. "Adopting a salon software that sends automated review requests to guests post-visit can help maximise reviews with minimum effort. Additionally, many salons don't focus enough on referrals. A more efficient alternative for you (and your clients) is smartphone referrals." These provide a much more convenient way for guests to refer your salon to their family and friends, and Sarah advises that these can easily be rewarded with referral codes and incentives. These first steps can go a long way to helping you reach new clients this year, as well as maintain the loyalty of your existing customer base. Looking for more business tips? Why not read these hairdressers approved tips on making the most of quiet time in the salon?